As subscriber-based audiences get older, it is imperative that theatre makers consider Millennial sensibilities when creating their work and marketing it out. If theatre is the "social art form," then it must communicate in a language that is relevant to its audience.
Businesses need to culturally understand why each group is different. What was going on as each generation was growing up? What shaped their values and morals? How do they interact with each other and corporations?
Customers are picky, prickly, and ever ready to jump brand if they feel someone isn't feeling their pain. A customer who can't find the right answer in the FAQs, or discovers gum under the table at the fancy restaurant can quickly become a fugitive.
A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.