Spicy take: We are alienating our highest-spending customer segments because our leadership is utterly obsessed with capturing Gen Z. We’re spending half our budget on high-effort vertical video content that gets views but zero conversions, while completely ignoring our boring email list that actually drives 70% of our revenue. It’s like we’re running a popularity contest instead of a business just so the VP can feel trendy. Are you guys also being forced to chase the youth algorithm?

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The youths are not our buyer persona. We unfortunately are still in the boring boomer demographic.

Why not do both? Email marketing isn't as complicated as video and if you know your demographic it should be pretty easy to put together.

It depends on what you’re selling. If you’re selling people without jobs on expensive slop bowls (Cava, etc)) or alcohol they can’t afford or cruises they can’t afford, you’re right.

If you’re selling them on ugly desperation products and you already sold your soul(Klarna, gambling sites) they are technically the target. Especially men.

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