Hashtag Nation: Marketing to the Selfie Generation


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How do millennials and Gen Z-ers relate to brands? And how can marketers best reach them? This presentation contains insights from a 2014 Havas Worldwide survey of more than 10,500 people aged 16+ in 29 markets around the world. Includes breakouts for Prosumers and by age.

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Hashtag Nation: Marketing to the Selfie Generation

  1. 1. 2014 Havas Worldwide Global Prosumer Study! 29 markets n=10,574
  2. 2. Who are Prosumers? For more than a decade, Havas Worldwide has been tracking the roughly 15–20% of consumers who are influencing trends and shaping markets around the globe Key characteristics: * Embrace innovation * Constantly seek out information and new experiences * Enthusiastic adopters of new media and technologies * “Human media” who transport attitudes and ideas * Marketing savvy and demanding of brand partners * Highly influential and sought-after for opinions and recommendations In this study, 20% of the sample qualify as Prosumers Image credit: Kamal Hamid@flickr.com
  3. 3. Young: What are we talking about? Aged 16‒34, with 3 distinct subgroups: o 16‒20: high school + first years of university o 21‒25: end of studies + beginning of work o 26‒34: active people with more purchasing power and now truly independent Image credit: Matthew Kenwrick@flickr.com
  4. 4. Questions explored • How do members of the millennial and Gen Z genera5ons relate to brands? • How should brands seek to engage them? • What triggers and contexts are most vital to marke5ng to them? • What tac5cs successfully employed among earlier genera5ons need to be reimagined—or re5red? Image credit: Stefan Baudy@flickr.com
  5. 5. Key learning • Young people are the age group most plugged in to brands • Rebellion and revolu5on have given way to maker culture • U5lity outweighs age-­‐specific values • Digital strategic arsenals help youth navigate the social waters • Every brand can—and should—be a tech brand Image credit: Luke Jones@flickr.com
  6. 6. Youth are highly brand-focused “Brands play an essential role in my life” 45% 35% 16‒34 35‒54 25% 55+ 48% 35% PROSUMER MA INSTREAM Image credit: thinkretail@flickr.com
  7. 7. “It makes me feel good when I see someone 68% I admire using the same brand I use” 49% PROSUMER MAINSTREAM 60% 51% 16‒34 35‒54 38% 55+ 58% 59% 62% 60% 16‒20 21‒25 26‒30 31‒35
  8. 8. But the relationship is fragile… Image credit: Laura Gilmore@flickr.com
  9. 9. Too many advertisers have no idea how to talk to teens and young adults “Brands don’t take young people seriously enough” 41% 30% 16‒34 35‒54 22% 55+
  10. 10. And as much as youth rely on brands, they’re questioning society’s entire approach to consumption “Progress is not about consuming more but consuming better” 76% Ages 16‒34 Image credit: Aga Slodownik@flickr.com
  11. 11. Sharing is their new having… 68% “We would have a better society if people shared more and owned less” Ages 16‒34 “I prefer to share things rather than own them” 51% Ages 16‒34 …so don’t expect them to buy as much as their parents Image credit: Ed Yourdon@flickr.com
  12. 12. Result: a more equal balance of power “I have the power to help a brand succeed or fail” “Brands play an essential role in my life” 45%! 45%! 45% 35% 16‒34 35‒54 25% 55+ 45% 38% 16‒34 35‒54 29% 55+ Image credits: Photon@flickr.com; José María Pérez Nuñez@flickr.com
  14. 14. Yesterday, brands connected with youth by playing up the generation gap Broadcasting messages that were anti-establishment and pro-rebellion
  15. 15. Levi’s condom commercial (1995) Levi’s: hUps://www.youtube.com/watch?v=0pgwqitGcCc
  16. 16. “‘Live fast and die young’ is a good way to live” 27% 15% 16‒34 35‒54 8% 55+ The generation gap is not so clear Image credit: ATOMIC Hot Links@flickr.com
  17. 17. The new reality: Youth aren’t revolutionaries anymore Image credit: colin@flickr.com 17% “I don’t have any common values with the previous generations” 92% “It is very important to me that my parents trust me” 61% “Social media is the new power of youth” % aged 18‒25 agreeing strongly or somewhat Source: Havas Worldwide Millennials Study, 2011
  18. 18. They’re makers, not destroyers Image credit: Dave Jenson@flickr.com
  19. 19. And what used to be considered “youth” values are now mainstream societal values FREEDOM REBELLION FUN FRIENDSHIP CHILL OUT PROVOCATION PARTY SEDUCTION HUMOR CREATIVITY INDIVIDUALITY Boomers invented youth culture— and never let go
  20. 20. Result: Brands standing for “youth” values can now appeal to anyone
  21. 21. What does this mean for marketers? Talking to young people is no longer about values; it’s about engagement and u+lity Image credit: Nan Palmero@flickr.com
  22. 22. Because what sets youth apart today is less what they think and more the tools they use vs.
  23. 23. To be successful, brands must stay plugged in to young people’s ways of life and preferred communications channels
  24. 24. Even the pope gets it! Image credit: Huffington Post
  25. 25. The vital components of adolescent identity building in this new era: #1 SOCIAL SPHERE #2 POP ROCKS #3 DIGIDENTITY
  26. 26. #1 SOCIAL SPHERE Image credit: Kathleen Donovan@flickr.com
  27. 27. 145 million pictures posted under hashtag #selfie on Instagram as of 7/22/14 Internet 2.0 has reinforced young people’s obsession with self-­‐image
  28. 28. A constant search for feedback and reinforcement (for better or worse)
  29. 29. I’m followed, therefore I am “Bri%sh Teen Fools Soccer Players and Fans, Gains 20k Twi;er Followers” 16-year-old Samuel Gardiner pretended he was a freelance football journalist writing for the UK’s Daily Telegraph and Financial Times. Tweeting transfer rumors, he progressively gained credibility among soccer fans and pros. After one of his rumors came true, he had more than 20,000 followers. Finally recognized as a fake in January 2014, he declared: ! ! “It was the only way to get big.”
  30. 30. Sharing unlimited Every day… Facebook: 350MM photos shared WhatsApp: 700MM photos 50BN messages Snapchat: 500MM snaps Twitter: 500MM tweets Image credit: premasagar@flickr.com
  31. 31. Intimacy becomes “extimacy” 80% of young people in US have received a “sext” at least once 67% have sent erotic messages at least once Source: University of Indiana, 2013 Image credit: Pro Juventute@flickr.com
  32. 32. The more intense the emotion, the more likely the post will be shared Image credit: stuartpilbrow@flickr.com
  33. 33. Being constantly looked at and judged in this new social sphere puts enormous pressure on youth… Image credit: Quinn Dombrowski@flickr.com
  34. 34. And so social networks become a strategic arsenal FACEBOOK: Official ID card for family and friends TWITTER: Become popular beyond your immediate peer group SNAPCHAT: Short-lived & instantaneous intimacy with friends INSTAGRAM: Turn your daily life into a beautiful picture WHATSAPP: Send instant messages ASK.FM: Ask provocative questions of people you know VINE: Show how creative & fun you are SECRET: Share your darkest secrets anonymously And new ones all the +me….
  35. 35. Personal brands beget personal marketing #AcceptBernieUCLA High school student Bernie Zak turned Twitter into a tool to enter the university of his dreams. Each day he posted a reason UCLA should accept him, and it ultimately worked. Young women (primarily) create tutorials in which they discuss makeup or hairdressing and provide personal tips and advice
  36. 36. How should brands take part in this social universe? Find smart ways to help young people navigate their daily lives—while also standing out among their peers Image credit: cobalt123@flickr.com
  37. 37. “I encourage my friends to use the brands I really like” The good news: Brands already have an “in” 63% 55% 16‒34 35‒54 55+ 75% 51% 37% PROSUMER MAINSTREAM Image credit: Fredrik Wass@flickr.com
  38. 38. And they’re valued as sources of shareable content “Brands are an important part of the creative content online” 60% 52% 16‒34 35‒54 39% 55+
  39. 39. Give them unique experiences they’ll want to share Jameson’s “Fight Club”: hUps://www.youtube.com/watch?v=B4cWDp5BsTE
  40. 40. Provide fun and low-pressure ways to meet people
  41. 41. Help them develop their personal styles
  42. 42. Give them plenty of opportunities to connect “I like it when brands ask consumers to get involved through crowdsourcing, creating brand videos, etc.” 54% 44% 16‒34 35‒54 28% 55+ 61% 42% PROSUMER MAINSTREAM
  43. 43. 700,000 “Mad Men”-­‐style avatars created in lead-­‐up to 3rd season— premiere viewership +273%
  44. 44. #2 POP ROCKS Image credit: mary@flickr.com
  45. 45. Pop culture is central to defining who young people are—and want to be
  46. 46. From the way they dress… RAD Jean-Charles de Castelbajac Urban Outfitters
  47. 47. …to the language they speak…
  48. 48. …and the allegiances they maintain Star Trek vs. Star Wars DC vs. Marvel Disney vs. Warner Bros Image credit: Pat Loika@flickr.com
  49. 49. 54% “My personality has been influenced by the pop culture I watch/listen to” 38% PROSUMER MAINSTREAM 51% 38% 16‒34 35‒54 25% 55+ 16‒20 21‒25 26‒30 31‒35 48% 34% 54% 52% 52% 46% EMERGING DEVELOPED Image credit: erin m@flickr.com
  50. 50. “My attitudes have been formed in large part by 53% the pop culture I watch/listen to” 38% PROSUMER MAINSTREAM 50% 37% 16‒34 35‒54 28% 55+ 16‒20 21‒25 26‒30 31‒35 47% 34% 54% 51% 50% 46% EMERGING DEVELOPED Image credit: tgraham@flickr.com
  51. 51. What pop culture are we talking about? Image credit MineCrack@flickr.com
  52. 52. “In general, I spend more time consuming global pop culture (e.g., music, movies, TV shows) than I do my local pop culture” 57% 44% 16‒34 35‒54 30% 55+ 52% 42% EMERGING DEVELOPED Global pop culture Image credit: Kevin Dooley@flickr.com
  53. 53. And for now, “global” still means American/Anglo-Saxon Leading movie markets worldwide in 2013, by revenue In billion $ 10.9 3.6 2.4 1.7 1.6 1.5 1.4 1.4 1.3 1.1 USA China Japan UK France India Sth Korea Russia Germany Australia Source: Statista
  54. 54. US productions rank first 2013 Worldwide Box Office In billion $ Title Studios WW gross 1 Frozen BV $1,259.1 2 Iron Man 3 BV $1,215.4 3 Despicable Me 2 Univ. $970.8 4 The Hobbit: The Desolation of Smaug WB $958.4 5 The Hunger Games: Catching Fire LGF $864.6 6 Fast & Furious 6 Univ. $788.7 7 Monsters University BV $743.6 8 Gravity WB $716.4 9 Man of Steel WB $668.0 10 Thor BV $644.8 Source: Box Office Mojo
  55. 55. But breakouts can come from anywhere
  56. 56. Today, pop culture = content + means of delivery Image credit: BMiz@flickr.com
  57. 57. For movies and TV series, Netflix is as pop-cultural as Spiderman +
  58. 58. In music, Spotify is as pop-cultural as Beyoncé +
  59. 59. YouTube is web culture +
  60. 60. So what’s new about pop culture… Image credit: RonaldWong@flickr.com
  61. 61. ... is not so much content… 2009 2011 2014
  62. 62. … as the way we consume it… Image credit: Ars Thanea
  63. 63. …including where and when… Image credit: Stephen McGrath@flickr.com
  64. 64. …how…
  65. 65. …and by whom New delivery channels mean pop culture is divided into increasingly specific genres—opening up the possibility of more targeted engagement by brands Metalcore Dieselpunk Breakbeat Trance Shoegaze Latin rap Industrial J-ska Neo-soul B-boy Image credit: eltpics@flickr.com
  66. 66. What does it mean for brands? Image credit: Cristóbal Alvarado Minic @flickr.com
  67. 67. “I feel more connected to brands that are involved in pop culture” 48% 36% 16‒34 35‒54 22% 55+ 51% 48% 49% 42% 16‒20 21‒25 26‒30 31‒34 Be part of the pop scene
  68. 68. General Mills partners with DC Comics Cereal boxes redesigned by DC Comics artists
  69. 69. Pop culture can inject new life into old brands… Image credit: Cathy Cole@flickr.com Though it’s been around since 1765, Hennessy cognac has been embraced by a younger audience thanks to frequent men5ons by rap ar5sts
  70. 70. …and bring new ones to prominence MaUhew Inman, creator of popular online comic strip The Oatmeal, turned Huy Fong Sriracha into a pop-­‐culture phenomenon—with its image now emblazoned on everything from posters and T-­‐shirts to lip balm and air fresheners
  71. 71. Peugeot created a digital thriller to introduce the technological advances of its Hybrid4 to a new audience
  72. 72. BEATS MUSIC Turning streaming music into something personal
  73. 73. #3 DIGIDENTITY Image credit: Keoni Cabral@flickr.com
  74. 74. Smartphones are young people’s first tools Penetration rate 51 77 85 46 82 86 74 84 23 23 69 82 52 56 60 84 51 59 91 84 86 54 54 91 75 27 100 75 50 25 0 18-24 All Source: Google “Our Mobile Planet,” 2014
  75. 75. And tech brands follow them anywhere, anytime, for everything
  76. 76. Tech brands reinvent social bonds…
  77. 77. …symbolize the future…
  78. 78. …and embody innovation The world’s most innova5ve companies (according to Mintel)
  79. 79. Put this all together, and what do you get? Image credit: Eric Wüstenhagen@flickr.com
  80. 80. Young people’s most beloved brands Millennials’ Top 10 Brands (dynamism ranking) 1 Samsung 2 Google 3 YouTube 4 PayPal 5 Facebook 6 Apple 7 Twitter 8 Visa 9 Instagram 10 Sony Source: Havas Worldwide Brand Momentum Study, 2014 Image credit: Kārlis Dambrāns @flickr.com
  81. 81. What does it mean for businesses? Think about smarter ways to put technology at the core of products and services Image credit: xx@flickr.com
  82. 82. “Uniqlo is not a fashion company, it’s a technology company.” —Tadashi Yanai, founder and CEO
  83. 83. Adidas Neo, window shopping Interactive digital window enables people to shop after hours using smartphone, an app, and QR codes Adidas pop-up store (London) Lets visitors customize Stan Smiths with 3D printing
  84. 84. Red Bull Skate Arcade A social videogame available worldwide in which you “Skate. Record. Upload and Win” to unlock levels and make it to (real) national and international finals Heineken Starplayer A double-screen game that allowed players watching UEFA Champions League matches to predict what would happen at key moments Asos An online fashion store in tune with young people’s fashion trends and consumption habits
  85. 85. Can you imagine anything less techy than mineral water and bacon? And yet…
  86. 86. Perrier Secret Place An immersive experience (online and mobile) that took participants to a secret party where they could become one of 60 characters as they searched through the full-screen interactive video experience to find the treasure, ultimately unlocking the chance to win a trip to the Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami, or New Year’s Eve in Sydney.
  87. 87. Oscar Mayer “Wake up and smell the bacon” An alarm clock device and app that let users awaken to the sound and scent of sizzling bacon. More than 300,000 people applied to win the limited-­‐edi5on product, and the companion campaign garnered more than 450MM earned media impressions.
  88. 88. CONCLUSION:! ! How young people’s modes of socialization and relationship to pop culture and technology impact their consumption Image credit: Roger Price@flickr.com
  89. 89. To understand what’s happening, we must put this learning in the context of New Consumerism Image credit: Seth Rader@flickr.com
  90. 90. Young people are driving the sharing economy “I belong to a sharing service or expect to join one within the next year” 36% 28% 16‒34 35‒54 15% 55+ “In the future, I expect to belong to a number of sharing services” 49% 43% 16‒34 35‒54 27% 55+
  91. 91. “I could happily live without most of the things I own” 53% 52% 16‒34 35‒54 50% 55+ Ownership is less important than access “I prefer to share things rather 51% 45% 16‒34 35‒54 37% 55+ than own them” Image credit: rethinkcanada.com
  92. 92. And they are helping to create the products and services they desire “I have already contributed to a crowdfunding project or expect to do so within the next year” 41% 33% 16‒34 35‒54 18% 55+
  93. 93. Which aspects of New Consumerism appeal most to youth? Image credit: Joris Louwes@@flickr.com
  94. 94. #1! SAVING MONEY Image credit: Doug Wheller@flickr.com
  95. 95. Which aspects of the sharing economy appeal to you? 69 54 47 45 42 42 37 6 Saving money Feeling active and useful Reducing my consumption/carbon footprint Meeting new people Supporting individuals and/or small independent companies Having an interesting experience/doing something most people haven't yet tried Contributing to the broader movement away from hyperconsumption I have no interest in the sharing economy 16-34 35-54 55+ Not so much altruism as self-interest
  96. 96. Young people are smart buyers—and builders of the circular economy “When considering buying an item, I often factor in how much money I could resell it for” 43% 33% 16‒34 35‒54 19% 55+
  97. 97. They look for savings from their brand partners “I only follow brands on social media to get discounts/special deals” 50% 38% 16‒34 35‒54 23% 55+
  98. 98. “I should not have to pay to listen to music or to watch a movie/TV show” 54% 51% 16‒34 35‒54 49% 55+ They might even refuse to pay
  99. 99. Provide affordable offers that are cool and compelling TAKE AWAY:
  100. 100. 4‒6x less expensive than the iPod Nano and iPod Classic, yet as chic as any Apple product The immediate success of Free on the French telecom market has forced other operators to develop more generous Internet access offers. And so it is now for the mobile, with Sosh (Orange), B&You (Bouygues), and Joe mobile (SFR).
  101. 101. Airbnb, Couchsurfing, VRBO, et al. have turned inexpensive alternatives to traditional hotels into something cool, not cheap Image credit: Effie Yang@flickr.com
  102. 102. IMG_0691 Tiered services such as Deezer, Pandora, Hulu, and Vimeo succeed by offering basic access at no cost, plus tiered subscription rates for additional features Image credit: yXeLLe ~@rtBrut~@flickr.com
  103. 103. #2 MEETING PEOPLE AND ACCUMULATING EXPERIENCES Image credit: SparkFun Electronics@flickr.com
  104. 104. Which aspects of the sharing economy appeal to you? 69 54 47 45 42 42 37 6 Saving money Feeling active and useful Reducing my consumption/carbon footprint Meeting new people Supporting individuals and/or small independent companies Having an interesting experience/doing something most people haven't yet tried Contributing to the broader movement away from hyperconsumption I have no interest in the sharing economy 16-34 35-54 55+ Sharing brings unexpected moments
  105. 105. Experience is more valuable than possession “I would rather spend money on an experience (concert, travel, etc.) than on a product (clothes, game, etc.)” 47% 41% 16‒34 35‒54 41% 55+ Image credit: Santi Molina@flickr.com
  106. 106. TAKE AWAY Again, help youth connect to others and share experiences worth boasting about
  107. 107. BlaBlaCar has made car sharing popular not only for financial or ecological reasons, but also for its social dimension. Thanks to detailed profiles, you can travel with people with similar preferences (e.g., chatterbox nonsmoker who loves jazz).
  108. 108. Red Bull has become a specialist in organizing sensational events, from xtreme sports to music. In 2013, Red Bull Music organized an exclusive night of parties entitled “Red Bull revolutions in sound” within the 30 cabins of the London eye.
  109. 109. Vans ups its skateboarder cred with House of Vans London, an underground skate park (and event des5na5on) beneath Waterloo Sta5on The site will host free house par5es featuring live music, art, and film screenings
  110. 110. Closing Thoughts It’s no longer sufficient to provide products and services to young people; brands must be partners in building lifestyles and developing personas It’s not about telling youth who/what to be, but about helping them to be a better version of their authentic selves The most vital brands will infuse themselves throughout daily life—by contributing to the social experience online, by being a vibrant component of pop culture, by interacting through technology in helpful and imaginative ways The goal is no longer to be a brand for everyone, but to be a brand for each one Image credit: Victor Dubiller@@flickr.com
  111. 111. For more insights from Havas Worldwide research—and to download the “Hashtag Nation: Marketing to the Selfie Generation” white paper—visit http://www.prosumer-report.com/blog/ And follow us on Twitter (@prosumer_report)