It’s not about co-creation, but increation: Boschma

15 May,2012

The “youth” of today have been touted as being the marketer’s favourite TG for some time now but it’s not just about catering to their apparent behavioural habits. The effort by marketers has to be able to reach out to the subliminal preferences of the youth that are redefining the way they communicate with a brand. Having studied their behavioural patterns and preferences from early 2000, the one person who has seen this group evolve over the years rapidly is well-known international author and speaker, Jeroen Boschma.


In India to launch his book ‘Generation Einstein’, that has been co-authored by UTV Bindass, MxM India got Boschma to delve on the emergence of the youth of today, why brands and marketers should be wary of this TG, and what are the learnings that could be picked up from this book by those interested in catering to the highly volatile TG. Excerpts:


After having vowed the world, your book Generation Einstein finally makes its debut in India. What are your first thoughts on the book seeing the light of the day in India?

The book is about the first global generation from around the world – even the Indian youth is not Indian but is really a part of the global youth. The book delves into the behavioural aspects of the youth, their habits, preferences, and so on. Of course, the behavioural background of Indians is different from those of the generational background of youth fromHolland, where the book was first launched. It also provides an insight and a view to everybody that wants to communicate to youngsters – not only marketers and brand managers but I think even school teachers, professors and others. Basically, it is aimed at those seeking to make an impact on the youth of today.


Could you delve on the thought process behind narrowcasting the next generation youngsters as your core TG towards writing the book?

It took me five years to write the first version of the book. The way I approached it is I made notes of my learnings, which at the end totalled in excess of 400 pages. There was also a heavy amount of research that was done and then all the elements were brought together to be edited and written in a proper way. I am grateful to the help from my Indian colleagues who helped me in putting together this book so as to reflect the findings and tastes of the Indian youth of today.


How different are the three versions of the book from each other?

The first edition was published when Facebook didn’t even exist. So the other two editions had to be rewritten to accommodate learnings and findings from the social media space as well.


What are some of the trends you came across while you got down to analyse the youth of today?

The fact is that the youth of today do care of the world and they want to associate brands with respect to nature and for the sake of humanity. Another big trend is that the youth of today are very entrepreneurial and start their start-ups at a very young age. I have seen so many new ventures set up by young people inIndiaand they have been performing phenomenally well. I would say that is one of the big trends transpiring around the world today.


You have pioneered the term Increation. Could you throw more light on the significance of the term?

Increation is the process of coming up with marketing campaigns that work. We have been working on it for five years and now we have a firm grip on the way it needs to function. It provides a learning experience to ad agencies and brands to source their creation. It’s different from co-creation which doesn’t work; Increation works.


How would you rate your experiences of co-authoring this book to suit the tastes of the youth of India?

It’s been a long process putting this book together for the Indian audiences. It’s not easy as constructing a house; it’s about putting together thoughts together and creating an environment that the youth of today are familiar with.


What is the lesson that Generation Einstein throws up for marketers and brands of today?

What I have observed with Generation Einstein inIndiais that it is getting more extreme; we really do not have a choice – we have to change. We all are trying to keep the old world alive but the old world doesn’t exist anymore. It’s about the new generation and their understanding of the trends of today. The marketers and brands of today have to unlearn everything they know about the old world and channelize their focus on the youth of today.


What are your plans for the future?

The plan next is to organise a full-day Generation Einstein conference to get into the depth and help marketers come up with solutions to cater to the youth of today. I am also in the process of writing another book which I plan to launch internationally very soon. It still is in the early stages and the full context will only be known later.


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