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Tweens & Social: Why Generation Z is Transforming Social Media

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Sure, Instagram and Snapchat is all the rage with the kids. But why? In this presentation for Digital Kids, Fuel's Chief Strategy Officer & Executive Creative Director, Jeff Roach, explores Generation Z and the three themes that explains why this generation is transforming social media into a more visual, collaborative, diverse and mobile experience than ever before.

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Tweens & Social: Why Generation Z is Transforming Social Media

  1. 1. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Tweens & Social: Why Generation Z is Transforming Social Media Digital Kids Summit – Sept 10th, 2015 Jeff Roach, Chief Strategy Officer & Executive Creative Director Fuel Youth Engagement
  2. 2. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  3. 3. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  4. 4. We help brands engage kids and families around the world. They learn differently, and their education and digital prowess is preparing them for a technology-fueled future They are realists, with a perspective about the future that is equally pragmatic and optimistic @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Three Themes They are global and diverse, more blind to race, gender and age than any other generation Future Realists Laterally Wired We First
  5. 5. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Future Realists Gen Z are realists. This theme is common throughout all of the Gen Z research to-date and it’s largely based on the idea that the Gen Z upbringing came during a socio-economic world that included a global recession, drawn out war, and political uncertainty at home.
  6. 6. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute And 1 in 4 American children are living in poverty and 73% of Americans were personally affected by the recession. As a result, their media reflects a more dystopian world-view, where Gen X had Reality Bites and Singles – a perfect reflection of their anti-authority, disconnected worldview – Gen Z has Hunger Games and Divergent, with explicit themes of political distrust and wealth disparity. 73% of Americans were personally affected by the recession
  7. 7. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Their exposure to the impact of the recent economic slowdown on their families is expected to lead to financial conservatism.” (“Consumers of Tomorrow, Insights and Observations About Generation Z”, Grail Research, June 2010) 50% of teens 12-18 years old already save for technology
  8. 8. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Future Realists “If Gen X are anti-authority, highly individualistic, and self-reliant and Millennials are confident, digital thinkers who are needy with a sense of entitlement, than Gen Z are realistic, creative, and hyper-connected. Their realism is a defining aspect of this generation.”
  9. 9. Laterally Wired @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute This is the collaboration generation. They’ve grown up in a classroom that encourages diversity and teamwork. “They are collaborative team players where everyone is equal at winning and losing.”
  10. 10. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Visual Communicators Gen Z speak in emoticons and emojis. Symbols and glyphs provide context and create subtext so they can have private conversations. Emoji alphabets and icon “stickers” replace text with pictures.
  11. 11. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute
  12. 12. 4D Thinking @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute “Gen Z have always known how to pinch and swipe. They have grown up with hi-def, surround sound, 3D and now 4D – 360 degree photography and film is their normal. Ultra slow motion and hi-speed video is their standard”. (Sparks & Honey, Pew Research, 2012)
  13. 13. We help brands engage kids and families around the world. As entrepreneurs they start young: Tavi Gevinson (fashion editor, founder Rookie Magazine), Kristin Prim (fashion influencer, founder of Prim Magazine), and Charlie Lyne (The Guardian journalist). This is a generation that is learning how to make 3D models in school and print their own products on 3D printers, who received robots they could program themselves as children, and who know how to make their own video games. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute They see the world as one they can program. They don’t expect it to be handed to them, because they know they can make. We are increasingly teaching our children that they can program anything. Makers Entrepreneurs Hackers
  14. 14. We First @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute One common theme that comes through in all the Generation Z reports is how diverse this generation is. They have been called the Plural Generation as they are growing up in an America where multiracial children are the fastest growing group.
  15. 15. increase in multiracial marriages in the last 30 years. A 1,000% increase in Asian-White marriages. A 50% increase in multi-racial youth population since 2000. A 1.5% decrease in Caucasian population compared to a 7.6% increase in the Hispanic population. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute 400%
  16. 16. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute And 50% of global tweens 8-12 years old are online daily (Millward Brown, 70 cities, 15 countries) As a result, Generation Z tends to even think more globally. This is a generation defined as being more blind to race, gender and age than any other. 25% of tweens 8-12 years old connect with a friend from another country daily
  17. 17. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute The Social Media Impact They view social media differently.
  18. 18. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute The Social Media Impact Social media is mobile and visual.
  19. 19. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute The Social Media Impact Social media is about fandom.
  20. 20. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute The Social Media Impact
  21. 21. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute The Social Media Impact Social media is about video.
  22. 22. @2015 Fuel Industries Inc. / Fuel and Generation Play is a trademark of Fuel Industries Inc. / For internal use only, do not distribute Thanks. Contact: Jeff Roach, Chief Strategy Officer & Executive Creative Director jroach@fuelyouth.com @Silverstarme

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