{"id":9911,"date":"2025-12-08T01:45:45","date_gmt":"2025-12-08T06:45:45","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/08\/in-defence-of-tradition\/"},"modified":"2025-12-06T17:48:10","modified_gmt":"2025-12-06T22:48:10","slug":"in-defence-of-tradition","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/in-defence-of-tradition\/9911\/","title":{"rendered":"In Defence of Tradition"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Alex Marks, Head of Marketing, Posterscope<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As human beings we tend to romanticize the past. A harkening back to times when the world was less complicated. If you\u2019re my age or thereabouts it was chatting in the corner shop, jumpers for goalposts, crafting a mixtape, and constantly anticipating nuclear war.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s not just about missing the past but of taking comfort in it. We\u2019re seeing this play out with social media idealisation in younger generations longing for a life they never lived. Retro Gaming, Social Media throwbacks, nostalgic filters, and our cultural heritage being revisited in digital archives. Maybe an uncertain future is driving trust in the past because it comes from a time when CGI, AI, and the bombardment of content didn\u2019t exist?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, let\u2019s talk about authenticity. Gen Z and now Gen Alpha have always consumed their content on-tap and down a pipe. It\u2019s no surprise that the resurgent interest in vinyl, DVDs, and shopping in person is being driven by the under 25\u2019s.\u00a0But despite the rapid advances in technology over the last 20 years, human beings haven\u2019t changed a lot in over 40,000 yrs. Maslow\u2019s hierarchy of needs is as relevant as it\u2019s always been, and yet for most in the West those most basic needs are met so we are left with the needs for connection, recognition, and personal growth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And how are we achieving them? Followers on Facebook, Likes on Instagram, Views on TikTok give us the quick dopamine hit but they have become a replacement for what we really crave. Authentic social connection to actual physical people, experiences outside, novelty and wonder. It\u2019s no wonder the practice of \u2018grounding\u2019, a practice of physically connecting with the earth, is seeing a revival.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re also seeing the need for physical authenticity in media. Kantar\u2019s Media Reactions study in 2024 found that the top five channels preferred by consumers were all ones you need to experience in person. You know, events, cinema, POS and OOH. Just as it was the year before.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands often talk about the importance of being \u2018culturally relevant\u2019 but if those cultural \u2018moments\u2019 are being increasingly driven by an algorithm, served up and presented as \u2018new\u2019 then what is real exactly? Add AI into the mix and the ability to identify and trust what we are seeing or being served comes into greater question. Research from Kantar shows that 40% of consumers don\u2019t trust AI generated content, particularly if it isn\u2019t labelled.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, authenticity in advertising then has arguably never been more important. We know it builds trust, creates differentiation, and has a direct impact on purchase decisions. But in a downpour of digital drizzle that can cloud our judgement what else should brands be looking for?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The answer is physical media. Consumers prefer it. You can see it, touch it, sometimes hear it and smell it, experience it in the flesh. And because it\u2019s physically real it can be flawed, imperfect and vulnerable, just like humans are. We mustn\u2019t let technology erase that.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When ads appear in physical media spaces authenticity, trust and credibility are enhanced; traditional media outlets, out of home, cinema, TV, radio, news and magazine media were all ranked ahead of digital media as the most trusted media channels in the Advertising Association\u2019s Credos Trust Tracker in 2024. And while younger generations tend to trust digital media, trust in traditional media was especially strong among these younger audiences too, with 18\u201334-year-olds showing a 16-point increase in trust since 2022.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, where does this leave us? Digital media is clearly dominant and here to stay, but the ground is shifting in terms of trust and authenticity. Marketers understandably appreciate the targeting and reporting elements that digital media offers, but the issue of brand safety remains a big one. Despite this, digital investment increases disproportionately to traditional channels.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it shouldn\u2019t be a choice between digital or traditional. As traditional channels evolve, their interoperability with digital becomes ever stronger, so maybe it\u2019s time to look at media strategy in the round rather than see broadcast simply at the top of the funnel. Because in today\u2019s world authenticity is becoming a premium and in a sea of digital noise, it\u2019s ever more important.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes the old ways are the best.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As human beings we tend to romanticize the past. A harkening back to times when the world was less complicated.<\/p>\n","protected":false},"author":7,"featured_media":9912,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-9911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>In Defence of Tradition | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/in-defence-of-tradition\/9911\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In Defence of Tradition\" \/>\n<meta property=\"og:description\" content=\"As human beings we tend to romanticize the past. 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