Brands need to keep pace if they want to be part of these consumers' lives. Yet the opportunities to appear in a feed are fleeting, often so short that brands must make an immediate impact or else go ignored. To fully take advantage of this new paradigm, brands must embrace a combination of authenticity, emotion, and experimentation.
Companies often talk to their employees about teamwork and building relationships, yet suffer from a lack of collegiality in the workplace. Organizations rely on their people to be explicitly united in a common purpose, toward a common goal and to respect each other's abilities to work toward that purpose.
What if we replaced the word "talk" with "get curious"? What would it be like to say to parents: "Hey parents, get curious with your teens." When we are curious we are open, we are interested, we learn, we listen and we understand. Isn't that what we are asking parents to do in order to support their teens?