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‘Rethink your Playbook before the market rewrites It for You,’ warns All-in Global CEO Barb Tasci ahead of iGB Affiliate Barcelona appearance

| By iGB content team
Affiliates who fail to update their strategies risk being left behind by a new generation of consumers who reject traditional search results, an industry leader has warned ahead of January’s iGB Affiliate Barcelona.

Barb Tasci, CEO at All-in Global, issued the warning ahead of his appearance on the iGB Affiliate session ‘Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You’. He emphasised that the audiences of tomorrow are already fundamentally changing the digital landscape and that the legacy frameworks used to capture traffic are becoming obsolete as a younger demographic with a different outlook take over at the wheel.

“The main point is understanding how the next generation actually discovers, consumes and trusts content, because it is very different from what most of our current playbooks were built on,” Tasci said. “Gen-Z grew up with short-form video, creators and communities rather than search results and comparison tables, and that in turn changes how affiliates need to attract and engage them.”

Rather than representing an abandonment of proven business models, Tasci argues that adapting to younger audiences is a matter of survival, noting that the industry has to evolve in parallel with changing demographics. While some companies may view shifting away from traditional platforms as a gamble, he argues that it’s complacency that poses the greatest threat to sustainability.

“In my opinion, everything is a risk, which includes not taking one,” Tasci stated. “While out-of-the-box approaches may challenge day-to-day operations, testing the waters allows affiliates to protect their existing revenue streams while exploring new ones. It doesn’t have to be a choice between the old and the new. The smartest approach is to keep the core business strong while gradually experimenting with what comes next.”

The ‘Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You’ session aims to provide business leaders with actionable insights into Gen-Z loyalty rather than just chasing trends. Tasci emphasised that the time to act is now, before the market forces a change. He confirmed: “The playbook will never be final and that is exactly the point. The companies that struggle are usually not the ones that lack bravery, they are the ones that stop listening to how their users are changing. Quite simply, if you don’t rethink your playbook yourself, there’s no doubt that the market will rewrite it for you.”

‘Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You’ is one of the leading ‘Affiliate First’ sessions taking place across 19-20 January at iGB Affiliate Barcelona. The 40+ confirmed speakers will share their business experiences and inspire delegates with their practical insights, in the process helping to drive ROI.

For more information on the sessions and speakers taking place as part of iGB Affiliate Barcelona click here.