The Future of Advertising: A Generational Shift?

Creative freelancer Paul Burke argues that the advertising industry has lost its creative edge and cultural relevance, and suggests a radical solution: skip a generation. He believes that the current crop of millennials (ages 30-45) is stifling creativity and innovation in advertising.

The Millennial Influence

While there are undoubtedly talented millennials in the industry, Burke posits that many have adopted a stale and narrow-minded approach, masking it with superficial creative posturing. This generation, having come from more conservative backgrounds, has brought a cautious mindset to advertising, leading to a decline in the industry's dynamism.

Language and Collaboration

Burke points out that millennials often use pompous language that alienates clients and undermines effective communication. Their preference for remote work has further damaged collaborative efforts, resulting in less engaging and impactful advertisements. The industry is suffering from ads that are increasingly humorless and forgettable.

Embracing Gen Z

In contrast, Burke sees Gen Z as a breath of fresh air, eager to challenge the status quo and inject creativity and excitement back into advertising. He calls for a mentorship approach where older generations can guide Gen Z in essential skills like creativity and salesmanship, rather than simply pushing millennials up the ladder.

Burke emphasizes that this view is a generalization, not a call for mass firings based on age, but rather a strategic move to reinvigorate the industry with new talent.

Continue the conversation with Paul here.