Bob Osmond

As communicators, we have the power to influence culture. That requires us to think holistically about the audiences we must reach. While audiences are changing across MANY dimensions, one often overlooked area is within the sphere of age. We are in the most age-diverse period in our history—people are living longer and working longer. That requires us to think about how to connect across “generations” at work.

Technology, communications, PR—they’ve all undergone seismic shifts over the past two decades. We recount some of those changes as we celebrate the role Racers and our clients have played in shaping the conversations that matter for the past 20 years.

In a comeback to the backlash about Bud Light’s content integration with Dylan Mulvaney, Anheuser-Busch CEO Brendan Whitworth shared a vaguely apologetic and coded letter. In short, the brand made a play for younger consumers and, in response to customer reactions, then rapidly retreated.

Survey results from USC’s Annenberg School for Communication and Journalism indicate that the era of the bystander brand is over. The report highlights the need for communicators to embrace purpose and lead with values.