Passive vs. Active Audiences - Why audiences are smarter than ever in 2017

Humans like knowledge and knowledge is power.

Our modern culture (and the media) thrives off the internal thrill we get from being informed about the world. Whether it’s breaking stories or local news that makes your ears perk up, the internet offers a wealth of knowledge on a silver platter.

As the veil of marketing thins due to raised awareness of the industry, more and more members of society are becoming cynical. Memes are made about the fools who believe everything they hear or read, and second-guessing the motives behind advertisements has become the social norm. This attitude generates a strong level of distrust, leaving people sceptical about the intentions of those operating in the business world.

Listening without thinking is viewed as primitive, so humans confront each other to challenge what they hear. Gone are the days where your neighbour’s word was enough – modern society demands facts, evidence and assurance.

The resources at the disposal of the public are providential, and as a result, audiences are quickly evolving. With information ripe for the plucking, audiences in 2017 aren’t going to be spoon-fed the media’s facades. Consequently, those in the business world will need to sharpen their tactics in order to reach an authentic and intelligent audience.

A passive audience accepts the message in the way the media outlet intended it while an active audience questions what they see and independently form their own opinions. In 2017, audiences are rigorously leaning towards the active end of the scale.

The phrase, “knowledge is power” rings true in the modern world, because those who consistently remain curious, inquisitive and informed have a higher influence over a vulnerable audience who takes everything at face value. The hunt for information is an ongoing quest and one that is unlikely to disappear in the near future, thus business leaders must learn effective ways to resonate with their publics.

The developing business climate means that enlisting the help of communication professionals is a crucial step towards effectively reaching your target audience. Contact the team at Elevate today if you’d like to learn more about how we can help you reach a smarter audience.

Sarah Moore, Elevate Intern