The Rise of People Over Brands (The Future of Media pt2)

Dr. Leahcim Semaj
Organizational Psychologist | Author | Social Philosopher I Management Consultant

In a recent blog, “The Future of Media Has Arrived”, I discussed the evolving roles of legacy media, podcasts, and social media in information dissemination, entertainment, and advertising revenue. My observations were as follows:

Disseminating Information:

Legacy Media:

• Traditional outlets like television and newspapers are experiencing declining trust and relevance, especially among younger audiences. A Gallup poll indicates only 34% of Americans trust mainstream media. To adapt, these outlets are adopting digital-first strategies, offering content through websites, apps, and social media channels. They may also shift towards subscription-based models to maintain profitability. Some are sounding the death knell for many long-standing institutions
• Podcasts: Podcasts have become a popular alternative for information dissemination, offering on-demand content that caters to listeners’ schedules and interests. Studies show that podcast listeners consume nearly 80% of episodes. Advancements in AI are expected to enhance personalized content recommendations and interactive elements, further boosting engagement
• Social Media: Platforms like Twitter, Facebook, and TikTok are primary news sources for younger demographics, with 37% of 16-24-year-olds obtaining news from social media. These platforms enable real-time information sharing and empower users to control their information intake.

Entertainment:

Legacy Media: Traditional entertainment mediums are losing ground to digital platforms. To stay relevant, they are investing in streaming services and digital content, aiming to reach audiences who prefer on-demand viewing.

Podcasts: The rise of podcasts has diversified entertainment options, offering content that ranges from storytelling to discussions on niche topics. Their flexibility and accessibility contribute to their growing popularity.

Social Media: Short-form videos and user-generated content on platforms like TikTok and Instagram have transformed entertainment consumption, emphasizing brevity and engagement. These platforms allow creators to reach vast audiences directly, bypassing traditional gatekeepers.

Advertising Revenue:

Legacy Media: Advertising revenue for traditional media is declining as audiences migrate to digital platforms. To compensate, these outlets are exploring digital advertising and sponsored content, though competition is fierce.

Podcasts: Advertising in podcasts is on the rise, with brands recognizing the value of targeted, engaged audiences. Host-read ads and sponsorships are common monetization strategies.

• Social Media: Social platforms have become dominant advertising channels, offering targeted advertising based on user data. Influencer partnerships and sponsored posts are prevalent, providing brands with direct access to specific demographics.

This is how the media landscape has rapidly evolved, with digital platforms reshaping how information is disseminated, entertainment is consumed, and advertising revenue is generated. Legacy media must continue to adapt to maintain relevance, while podcasts and social media platforms are poised to play increasingly significant roles in the future of media.

The Next Level

A recent article, (People Are The New Brands), written by Ed Elson in Scott Galloway’s absence, explores a societal shift in America: the growing preference for individuals over brands across politics, business, technology, and media. This trend, fueled by increasing loneliness and the digital transformation, has significant implications for how people consume content, form relationships, and engage with the world.

To this we can and the decline in time spent reading, especially book.

1. The proliferation of the internet, smartphones, social media, and streaming services led to a sharp decline in time spent reading books. The digital revolution provided consumers with endless entertainment and informational content that could be consumed in shorter, more engaging formats (videos, articles, podcasts, etc.). E-books gained popularity, but overall, the shift to shorter, more immediate content has led to a decrease in traditional book reading.

According to studies, the amount of time Americans spend reading books has decreased significantly from 1990 to 2020.

A study by the National Endowment for the Arts in 2004 found that 56% of Americans read at least one book in the past year, but by 2017, that had dropped to about 50%.

The 2019 Pew Research Center study showed that 72% of American adults read a book in some form (print, digital, or audio) in the past year, but the frequency of reading has decreased.

Present-Day (2020s): The COVID-19 pandemic led to a temporary surge in book sales in 2020 as people sought more indoor activities. However, the long-term trend still points toward a decrease in the number of people reading books regularly. The younger generations, in particular, are consuming more information through digital media, often in formats like short-form videos and interactive content, rather than through traditional reading.

Overall Rate of Decline in Reading:

While it’s hard to quantify a precise rate, studies show that book reading has declined by roughly 10-15% over the past few decades in the U.S. alone. Reading time has also become more fragmented, with readers spending less time per session. However, audiobooks and e-books have somewhat offset the decline, providing new ways for people to engage with literature, though not necessarily replacing traditional book reading.

In summary, the rate of decline in book reading over the past 100 years reflects a shift from print to digital media and changing entertainment habits, with a noticeable impact starting in the second half of the 20th century.

The Rise of People Over Brands:

• America has fallen out of love with brands and embraced individuals as new “brands.”
• This trend is evident in media consumption, politics, and retail, where influencers and personal connections dominate.

The Role of Loneliness:

• Loneliness is pervasive, with 12% of Americans reporting no close friends, up from 3% in 1990.
• The rise of smartphones and social media has exacerbated social isolation, creating a craving for human connection.

Parasocial Relationships:

• People increasingly form one-sided relationships with influencers and public figures, perceiving them as friends.
• This phenomenon drives the popularity of platforms like TikTok, YouTube, and podcasts, where personal content resonates more than traditional brand messaging.

Influence of Individuals in Media and Politics:

• Influencers like MrBeast and podcasters like Joe Rogan have outpaced traditional brands like Hollywood and CNN.
• In politics, figures like Donald Trump succeed by presenting unfiltered personas, contrasting with highly managed political “brands.”

Corporate Adaptation:

• Companies are recognizing this shift by humanizing their leadership. CEOs like Elon Musk and Mark Zuckerberg leverage their personal identities to build brand value.
• Authentic, personal communication, such as selfie videos and relatable content, resonates more than polished corporate messaging.

The Broader Implications:

• The societal shift highlights the profound impact of loneliness on consumer behavior and relationships.
• Businesses, politicians, and media must understand and address this loneliness to remain relevant and successful.

The article concludes with a reflection on the importance of friendships and connections, emphasizing their centrality to a fulfilling life. As society grows lonelier, individuals and businesses that prioritize authentic human connection are poised to thrive.

What Are The Lesson for Successful Marketing and Advertising in 2025?

The lessons for successful marketing and advertising in 2025, drawn from the evolving media landscape and societal trends, are deeply rooted in authenticity, personalization, and the prioritization of human connection. Here are the key takeaways:

1. Leverage Authentic Storytelling

Why: Audiences gravitate toward individuals and brands that feel genuine, relatable, and human. The rise of parasocial relationships and influencer-driven marketing underscores this preference.

How:

• Showcase real stories of people within or associated with your brand, such as employees, customers, or the founder.
• Create behind-the-scenes content to humanize your operations.
• Use unfiltered and candid communication styles on platforms like TikTok and Instagram Stories.

2. Focus on Personal Brands

Why: Consumers trust individuals more than corporations, and personalities can evoke stronger emotional responses.

How:

• Position leaders, employees, or influencers as the “face” of the brand.
• Encourage executives to build personal followings on platforms like LinkedIn, X (formerly Twitter), or YouTube.
• Partner with micro- and macro-influencers whose values align with your brand.

3. Prioritize Connection Over Promotion

Why: In an era of growing loneliness, marketing that fosters connection will resonate deeply.

How:

• Use interactive formats like live streams, Q&A sessions, and comment engagement to build relationships.
• Foster communities through forums, social groups, and memberships around your brand’s ethos or niche.
• Encourage user-generated content and meaningful dialogue between customers.

4. Embrace Hyper-Personalization

Why: Consumers now expect content and ads tailored to their unique interests and preferences.

How:

• Utilize AI to deliver dynamic, personalized content recommendations in real-time.
• Design ads that cater to micro-niches rather than broad demographics.
• Leverage data insights responsibly to offer value without feeling invasive.

5. Capitalize on Emerging Media Trends

Why: Podcasts, short-form videos, and on-demand content are reshaping how audiences consume media.

How:

• Invest in podcast advertising and sponsorships, prioritizing host-read ads for authenticity.
• Create engaging short-form videos for platforms like TikTok, YouTube Shorts, and Instagram Reels.
• Experiment with interactive and immersive media, such as AR/VR, to deepen engagement.

6. Humanize Advertising

Why: People crave messages that feel like they come from individuals, not corporations.

How:

• Use conversational and empathetic tones in your messaging.
• Focus on selfie-style ads or testimonials from employees and customers.
• Replace overly polished campaigns with raw, relatable visuals and narratives.

7. Respond to the Need for Community

Why: Consumers are more loyal to brands that foster a sense of belonging.

How:

• Create spaces for fans or customers to connect, such as branded forums or exclusive groups.
• Offer loyalty programs that reward engagement and collaboration within your community.
• Partner with causes that align with your audience’s values to create a shared mission.

8. Measure Success Differently

Why: Metrics that solely focus on clicks or impressions miss the growing emphasis on relationship-building.

How:

• Track engagement through comments, shares, and meaningful conversations.
• Use sentiment analysis to gauge how your messaging resonates emotionally.
• Evaluate the strength of your community by monitoring retention and repeat interactions.

9. Blend Individuality with Technology

Why: The combination of human touch and cutting-edge tech is increasingly effective.

How:

• Use AI to support personalized communication while keeping a human tone.
• Implement chatbots that mimic conversational styles but provide opportunities to escalate to real humans.
• Explore AI-generated content to supplement, not replace, authentic storytelling.

10. Stay Agile and Evolve

Why: The media landscape is shifting rapidly, and adaptability will ensure long-term relevance.

How:

• Continuously test and iterate marketing strategies to align with emerging consumer behaviors.
• Monitor trends in media consumption and platform usage to remain ahead of the curve.
• Collaborate with innovators and thought leaders to stay informed about the future of marketing.

In summary, successful marketing in 2025 will rely on the ability to forge genuine, emotional connections in a digital-first world. Companies and marketers who understand and address the underlying societal trends of loneliness and the preference for individual authenticity will gain a significant competitive edge.

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