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The Empowered Kids of Generation Z

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Contact us for your kids & family marketing projects and kids experiences. Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.

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The Empowered Kids of Generation Z

  1. 1. THE EMPOWERED KIDS OF GEN Z
  2. 2. dreammachine.be adults have ‘fucked up’ the world - what adults can learn from children
  3. 3. dreammachine.be empowered kids are treated as individuals
  4. 4. dreammachine.be 1. Less children 2. New family compositions 3. Emancipation of mums 4. Blurring line between childhood and adult life (KGOY) * ‘Générations Pub’, Julien Intartaglia the child as a king 4 important factors*
  5. 5. dreammachine.be
  6. 6. dreammachine.be adultification of childhood KGOY  New education principles (early stimulation)  Media  Limitless information  Technology
  7. 7. dreammachine.be adultification of childhood KGOY  New education principles (early stimulation)  Media  Limitless information  Technology
  8. 8. dreammachine.be adultification of childhood KGOY  New education principles (early stimulation)  Media  Limitless information  Technology
  9. 9. dreammachine.be adultification of childhood KGOY  New education principles (early stimulation)  Media  Limitless information  Technology
  10. 10. dreammachine.be digital natives vs digital naives
  11. 11. “children are an authority about the biggest revolution in society” * Don Tapscott, Growing up Digital
  12. 12. dreammachine.be
  13. 13. dreammachine.be the STEM and coding hypes
  14. 14. dreammachine.be maker generation looming v 2.0
  15. 15. dreammachine.be kids make their own toys
  16. 16. dreammachine.be
  17. 17. dreammachine.be empowerment 3 components mastery independence control
  18. 18. dreammachine.be mastery woeffies
  19. 19. dreammachine.be independence woeffies
  20. 20. dreammachine.be
  21. 21. dreammachine.be control give kids impact
  22. 22. dreammachine.be adults listen to kids – what do you want before you turn 12? 100.000 answers (flemish market only!)
  23. 23. dreammachine.be adults listen to kids – museum inspectors, Kids Choice Awards
  24. 24. dreammachine.be feedback sessions boys 8-12 focus
  25. 25. dreammachine.be co-creation wear your imagination
  26. 26. dreammachine.be co-creation with ikea
  27. 27. dreammachine.be
  28. 28. dreammachine.be
  29. 29. dreammachine.be “You don’t need a prince to save you.”
  30. 30. dreammachine.be
  31. 31. dreammachine.be Like a girl - Always
  32. 32. dreammachine.be goldie blox – we need new heroes
  33. 33. dreammachine.be
  34. 34. dreammachine.be
  35. 35. dreammachine.be the world is making adaptations for kids cultural renaissance
  36. 36. dreammachine.be imitation of the adult world version 2.0
  37. 37. dreammachine.be accessible fame
  38. 38. dreammachine.be Fame of ‘normal kids’ reflects on products
  39. 39. dreammachine.be
  40. 40. dreammachine.be “My son is turning into a thinking person and I enjoy letting him make decisions for himself and I also like giving him choices and having him chose.” Mum of boy aged 2 to 4
  41. 41. dreammachine.be “You don’t decide how your story begins. But you do get to decide how it ends.”
  42. 42. dreammachine.be You can be anything – Barbie (Mattel)
  43. 43. dreammachine.be
  44. 44. dreammachine.be 1. Put the kids in the center of your product or service design. They count. 2. Don’t talk down on kids. Target above age. 3. Respect the child as an individual. 4. Give kids a voice. 5.Kids know more and can do more than you think. 6. Co-create. 7. Roll out the red carpet for the kids. 8. A truly empowering message resonates and stands out. YOUR REWARD WILL BE SURVIVAL IN THE LONG RUN BY GAINING THE SYMPATHY OF A WHOLE NEW CROWD OF INFLUENTIALS.
  45. 45. THANK YOU www.dreammachine.be
  46. 46. dreammachine.be On-target creative and memorable concepts for kids UX design of products (interface and interaction) for children Development of your experiences for children (Re)design of kids customer journey with your products Digital kids marketing projects, optimized for the best conversion Insights based upon our focus group sessions with children, enriched with desk research DIGITAL EXPERIENCES AUDIO-VISUAL EXPERIENCES KIDS EXPERIENCES Original music composition & sound tracks Video production services: production, motion design, screen writing, interactive video Video for digital signage and for retail experiences Social video (video for social media, e-news, sales contacts,…) Online contests and games with marketing purposes Favorited websites, apps & landing pages Digital campaigns (creative concepts & execution) Engaging (social) content for your audience, adapted to their interests, demographics and behavior Digital concepts for retail areas Virtual reality & augmented reality Video for e-learning, tutorials, instructional video Video for marketing campaigns (banner ads), landing pages and websites appealing to the heart of the customer through…
  47. 47. We tell your brand story in today’s media

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