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Creating Content For The Next Generation by Dan Bradley (Vice)

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Video Strategy 2019

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Creating Content For The Next Generation by Dan Bradley (Vice)

  1. 1. Creating Content For The Next Generation Dan Bradley Sr. Director, Partner Concepts + Development VICE Media
  2. 2. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8
  3. 3. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Gen Z is the largest generation yet 2017 USA CENSUS ESTIMATES: IN MILLIONS 91MM 76MM 66MM 69MM Gen Z Gen Y Gen X Boomer S o u r c e ( s ) : U n i t e d N a t i o n s / B l o o m b e r g 2 0 1 8 ; U S C e n s u s 2 0 1 7
  4. 4. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Resonate or fade away.
  5. 5. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Are Non-White Poised to become the first majority Minority generation • US Hispanic population increased by 20M in since 2000 • Americans identifying as biracial have doubled since 2000 They also grew up in an era where multiculturalism skyrocketed S o u r c e ( s ) : U S C e n s u s 2 0 1 7 P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8
  6. 6. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Gen Z doesn’t align with Binary definitions of Sexuality… HETEROSEXUAL BISEXUAL PANSEXUAL QUEER HOMOSEXUAL DEMISEXUALASEXUAL SAPIOSEXUAL S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - P r i v a c y & I d e n t i t y I choose to define my sexual identity as:
  7. 7. P R I V A T E A N D C O N F I D E N T I A L | V I C E + 2 0 1 9 Identity is a part of the story, not the story.
  8. 8. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Currently define themselves as activists Want to get involved with politics This Generation sees themselves as the agents of change S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - A c t i v i s m ; F u t u r e C e n s u s , V I C E Y o u t h C e n s u s 2 0 1 8 Stand up for what they believe in even if it’s different from their friends or family’s views
  9. 9. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Real people doing real things.
  10. 10. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 What shapes their values the most we are responsible for shaping their values S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - S p i r i t u a l i t y Gen Y Gen Z News & Media
  11. 11. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Change for the better in society will come from we are expected to help create change in the world S o u r c e ( s ) : V I C E Y o u t h C e n s u s 2 0 1 8 Friends/Family Me Media Government
  12. 12. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Give them the opportunity to explore. Save the lectures.
  13. 13. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Technology will be more integrated into our actions 10 years from now Technology Is Simply a Tool, Not a Burden Feel the need to take a break from technology ONLY S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - F u t u r e C e n s u s ; V I C E Y o u t h C e n s u s 2 0 1 8
  14. 14. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Capture their attention but don’t dumb it down.
  15. 15. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 live in a world that has never been messier CulturallyEnvironmentally Economically The destruction of our planet is estimated to happen in their lifetime. Experienced the chaos of the great recession first hand, and living in the aftermath. Inequality prevails despite extensive efforts. GloballyPolitically Locally Seeing the rise of post-factual politics. Violence has permeated all spaces.The world is becoming more divided.
  16. 16. P R I V A T E A N D C O N F I D E N T I A L | V I C E + 2 0 1 9 Brands - Tell your story, but less leads leads to more.
  17. 17. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 never lose sight of the fun of being young I try to infuse fun in everything I do Experimental Always exploring and experimenting with who they are and what they can do. Escapism Seeking the fun, silly and interesting to escape from the pressures of the real world and revel in their youthfulness. S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - S p i r i t u a l i t y
  18. 18. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 The world is young and full of potential

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