I’ve spent over 40 years in media, but no matter what your industry, there is on
By Tonycoles · November 6, 2026 · Curated by George's Blog
I’ve spent over 40 years in media, but no matter what your industry, there is one lesson that stands the test of time. Consumers change before the reports catch up.
Tuesday produced the first Black woman ever elected governor, the first Black Republican governor, the first Latina governor of Texas, and the first Native American woman to lead a state. I’ll leave the politics to others. What has my attention as a marketer and operator is the generation behind the vote.
Young voters today are the most diverse generation in American history, and nearly one in four Gen Z adults identifies as LGBTQ+. Their loyalties also move fast. In 2024, a majority of young men voted Republican for president. Two years later, early estimates show close to two-thirds of them voting Democratic for the House. Whatever you make of the politics, that is a remarkable amount of movement in a short time from people who already work for you and who will make up a growing share of your customers.
I spend my days helping brands understand audiences that are moving faster than their research. The companies that keep growing understand that one customer can be several things at once. The Gen Z Latina who never misses an NWSL match sits in three of your consumer segments, and a plan built for each segment separately will miss the totality of her.
Your customer profile still describes who she was in 2024. She has changed her mind at least once since then.