iGB Affiliate Barcelona: Barb Tasci, CEO of All-in Global and his advice for affiliates

Changing Consumer Behaviour Is Reshaping Affiliate Marketing

Barb Tasci, CEO of All-in Global, has warned that traditional affiliate marketing strategies are becoming increasingly outdated as younger generations reshape the digital landscape.

Ahead of his participation in the iGB Affiliate session “Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You”, Tasci highlighted the need for businesses to understand how younger audiences discover, consume and trust online content.

"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.

He explained that Gen Z has grown up with short-form videos, content creators and online communities rather than traditional search results and comparison tables. This shift is changing how affiliates need to attract and engage consumers.

Balancing Established Business Models With New Opportunities

According to Tasci, adapting to younger audiences is not about abandoning successful business models but ensuring long-term sustainability as consumer demographics evolve.

He warned that remaining attached to traditional platforms without exploring new opportunities could pose a greater risk than experimenting with alternative strategies.

"In my opinion, everything is a risk, which includes not taking one," Tasci stated.

He added that affiliates can protect their existing revenue streams while exploring new channels, without having to choose between established and emerging business models.

"The smartest approach is to keep the core business strong while gradually experimenting with what comes next," he explained.

The Need to Anticipate the Next Generation

The session aims to provide business leaders with practical insights into building loyalty among Gen Z consumers rather than simply following digital trends.

Tasci stressed that companies must continuously monitor changes in audience behaviour and adapt their strategies before market conditions force them to do so.

"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," he said.

He concluded with a warning for the affiliate industry: "Quite simply, if you don't rethink your playbook yourself, there's no doubt that the market will rewrite it for you."

iGB Affiliate Barcelona: Industry Insights and Networking

The session “Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You” is part of the Affiliate First programme taking place on January 19 and 20 at iGB Affiliate Barcelona.

More than 40 confirmed speakers will share their business experiences and practical insights, offering delegates strategies to improve performance and generate return on investment.

For further information about the sessions and speakers, visit the official iGB Affiliate Barcelona website.