How brands can communicate with generation "Tl;dr"

This article discusses how brands can engage with young consumers who frequently respond to the deluge of digital entertainment and communications by rejecting material that is too lengthy with the shorthand "Tl;dr" - or, "Too long; didn't read".

How brands can communicate with generation "Tl;dr"

Hamid HabibOMD

Over the last year, OMD UK has been running its Future of Britain project – an on-going series of in-depth research exercises with consumers – to gain a better understanding and interpretation of the seismic changes we are witnessing in modern British society.

A major theme our data has unlocked relates to the connected consumer, and how more dynamic and agile lifestyles are making them a tricky, moving target. As life becomes bigger, bolder and faster, with longer working hours and less leisure time, it seems we're becoming a nation...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands