The PESTEL Model Application to Ok Boomer and TikTok from a Public Relations Perspective

Young Joon LIM


This article explores the macro-environmental (external business environment) factors of the Ok Boomer generation and their use of TikTok, based on the PESTEL model. The six key factors of the model (political, economic, social, technological, environmental, and legal) guide this article to analyze the overnight popularity of the term Ok Boomer and the integration of millennials and Generation Z into the Ok Boomer generation. This article also demonstrates why and how TikTok has risen to a powerful social media platform for brands in association with Ok Boomers. Finally, this article provides public relations practitioners with the comprehensive information on the Ok Boomer generation and their alliance with TikTok, so they can plan strategic operations to capture the interest of young consumers.

Keywords: Ok Boomers; TikTok; PESTEL model; Macro-environmental factors; Public relations strategy

DOI: 10.24193/jmr.37.6