🔁 Why Are Buttons Misaligned? ⑤ — Seeds of Marketing #65

— The Wall of Generational Shift and Choosing “Not to Change” (continued from previous entry) This time, I’d like to share a story about the “misalignment” faced by a well-established cosmetics brand. The company had long enjoyed a loyal customer base and was widely respected within the industry for its brand credibility.

However, over time, its primary users shifted into the 50+ age group, while younger consumers increasingly viewed it as “a brand for their mother’s generation.” This raised a pivotal question: How should a brand respond to generational transition?

🧴 Proposals for Next-Gen Engagement Were Rejected

To reach future consumers, we proposed initiatives such as:

Developing a product line aimed at younger users
Leveraging new distribution channels like e-commerce and select stores
Communicating on social and video platforms in a tone tailored to younger audiences

Yet in the end, the company chose to maintain the status quo. Internal voices emphasized loyalty to current customers and concerns about over-saturation in the youth market. As a result, investment in nurturing future users was postponed.

🛑 Conservative Choices Can Lead to Stagnation

To me, this was a textbook example of risk aversion stifling innovation. Of course, honoring existing customers is essential—the trust a brand earns is built on years of consistency and care. That said, brands are also defined through time. If they fail to establish relevance with future consumers, they risk fading from consideration a decade down the line.

🔄 To Evolve Isn’t to Destroy

“Change” is often mistaken for “breaking what already works.” But what’s needed here is a mindset of “layering,” not replacing. If a brand can preserve its existing equity while adding new expressions and touchpoints, it can become a multi-dimensional presence that resonates across generations. This requires decision-making that balances the needs of current customers with the expectations of future ones.

🗣 Is Your Brand Looking Ahead?

These kinds of “misalignments” can happen in any industry, to any brand. So let me ask: ✨ How is your brand preparing to connect with the next generation? ✨ Is there space for honest conversations about change within your organization? In the next entry, I’ll explore the long-term impact of these decisions and offer insights on how to navigate the challenge of generational transition in branding. (to be continued)