University at Buffalo School of Management

which immediately backfired and became a textbook example of what happens when social teams react too quickly without check- ing the context. "To do real-time marketing right, you implicitly have to empower your social media team to make decisions themselves, because time-to-reaction is one of the key drivers of success," he says. "The DiGiorno example shows what happens when brands chase relevance without understanding the situa- tion. One tone-deaf tweet can cause lasting damage." Preparing for what's ahead While mass culture moments like the M-A-S-H finale aren't as common today as they were in the '80s, they aren't all gone. Multiple Super Bowls have surpassed the sitcom's mark since Super Bowl XLIV hit an average of more than 106 million viewers in 2010. And advertising rates have skyrocketed along with viewership — up to about $8 million for a 30-second spot in the 2025 showdown where the Chiefs lost to the Eagles by a score of 40-22. But opportunities like that are both cost-prohibitive and increasingly few and far between. As marketers look to the future, Professor Lindsey says the industry should prepare for social commerce and the rise of Generation Alpha. "Just as e-commerce disrupted traditional retail, social commerce is poised to disrupt e-commerce with 10-20% of online spending projected to move onto social media platforms," says Lindsey. "The brands that win will be the ones that invest in social commerce now, learn the space and position themselves to meet the next generation of consumers where they live, shop and connect online." According to Professor Krupski, no matter who a brand is trying to reach, and no matter what new or traditional platform is being used, it all comes down to storytelling. "It's all about creating that affinity with consumers," says Krupski. "The methods we use to tell that story have vastly changed, but whether you're talking to somebody who is 70 or 17, you need to be telling a story to pull people into your brand." Krupski DOMINANT MEDIA AND MINDSET WHEN THEY FIRST HIT THE MARKET First true digital natives. Social justice minded, expect brands to talk with them, not at them. WHAT SMART BRANDS DID THEN Moved fast from MySpace to Facebook to Instagram. Brands won them with early influencer posts and "buy-one- give-one" cause marketing. WHAT THEY'RE DOING NOW Expect quick replies on social, personalized emails and loyalty programs that feel like communities. Purpose and transparency matter more than slick production. DOMINANT MEDIA AND MINDSET WHEN THEY FIRST HIT THE MARKET Mobile-first, short-form-video obsessed, deeply value authenticity, expect brands to take stands via people they trust. WHAT SMART BRANDS DID THEN TikTok videos, brand memes and creator partnerships that feel genuine. WHAT THEY'RE DOING NOW Two-way chat beats one-way ads: brands reshare comments, jump into direct messages and host creator "ask me anything" sessions. Authentic, bite- sized content and clear values drive trust. DOMINANT MEDIA AND MINDSET WHEN THEY FIRST HIT THE MARKET Growing up in an always-on, device- rich, AI-assisted, mixed-reality world. WHAT SMART BRANDS DID THEN Still kids, but already brand-savvy on Roblox and YouTube Kids. Interactive games, gear for their digital personas and co-creation tools pull them in. WHAT THEY'RE DOING NOW Early signals point to mixed-reality play: branded digital worlds, alternate reality filters and build- your-own-merch experiences. Creativity > big-name celebrities. Autumn 2025 Buffalo Business 13 M IL L E N N I A L S (19 8 1 -9 6 ) G E N Z (1 9 9 7-2 0 12 ) G EN A L P H A ( 2 0 1 3- p r e s e n t )

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