Gen-Z: Today’s 'Identity Shifters', Tomorrow’s Buying Power
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Ready or not, here they come: Gen Z, those born roughly between 1995 and 2010, will soon enter the workforce en masse. These voracious consumers of social media in all forms can almost always be spotted holding a mobile device. Self-assured and resourceful, they are especially uncomfortable being placed into traditional identity boxes based on things like politics, religion, gender or sexual orientation. In this presentation, RPA’s SVP Strategic Planning Director, Mia von Sadovszky, will take us through the findings from the Santa Monica-based agency’s just-released study on how marketers should prepare for the coming wave of these “Identity Shifters”.
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Gen-Z: Today’s 'Identity Shifters', Tomorrow’s Buying Power
- 1. AN IN-DEPTH LOOK AT TOMORROW'S CONSUMERS WELCOME TO GEN Z: ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 2. MIA VON SADOVSZKY SVP Group Strategic Planning Director, RPA ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 3. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. : The image and name are fictitious and do not represent any one specific individual @shley sm@shley : The image and name are fictitious and do not represent any one specific individual
- 4. B.1995–2009 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 5. 23 MILLION ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 6. BY 2020, THEY’RE 40% OF ALL CONSUMERS ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 7. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 8. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 9. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 10. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 11. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 12. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 13. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 14. BIBLE STUDY TEACHERS TINDER PROFILES ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 15. SOCIAL MEDIA AUDIT NATIONAL MOBILE APPNOGRAPHIES & QUANTITATIVE STUDY NATIONAL TINDER ANALYSIS GEN Z LED FOCUS GROUPS GEN Z FILMMAKER SERIES INTERVIEWS WITH FIRST-LINE EXPERTS ACROSS THE COUNTRY INTERVIEWS WITH GEN Z FAVORED BRANDS ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 16. THE IDENTITY SHIFTERS ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 17. 5 THINGS TO SHIFT YOUR PERSPECTIVE ON GEN Z ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 18. 1 Identity is CONTEXTUAL ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 19. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 20. “ ACCEPTING PEOPLE IS SUPER IMPORTANT. ” —High School Respondents ” IT’S EASIER TO BE MEAN, YOU CAN PRETEND TO BE SOMEONE ELSE. ” —Same Respondents, five minutes later ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 21. A CONTEXTUAL IDENTITY is not disingenuous, it’s not “bad” It means freedom, flexibility, Even the ability to be open-minded and to be able to grow as a person #IDENTITYSHIFTERS
- 22. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 23. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. WELCOME TO THE ERA OF BRAND IDENTITIES Identity is CONTEXTUAL1 #IDENTITYSHIFTERS
- 25. Titelmedia / James W Mataitis Bailey Titelmedia / James W Mataitis Bailey : Courtesy of Titelmedia / James W Mataitis Bailey : Courtesy of Titelmedia / James W Mataitis Bailey : Courtesy of Titelmedia / James W Mataitis Bailey: Courtesy of Instagram, @lilmiquela ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 26. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. Credit: Instagram/ https://www.instagram.com/shudu.gram/ : Courtesy of Cameron-James Wilson : Courtesy of Cameron-James Wilson
- 27. “ WE HAVE DIFFERENT ACCOUNTS FOR DIFFERENT AUDIENCES. WE MAKE OUR ACCOUNTS SO THAT WE CAN PLEASE WHOMEVER WILL BE VIEWING THEM…IT IS NOT POSSIBLE TO SEE THE REAL PERSON AT THE CENTER OF IT. IT’S ONLY A PIECE OF THE WHOLE PICTURE. THEY ARE STILL REAL, BUT BEING VIEWED FROM A WAY YOU CAN NOT SEE THE WHOLE VIEW. ” —Aidan J., 16 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 28. TRUTH STILL MATTERS. BUT SO DOES FICTION ≠2 Authenticity REAL ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 29. 3 The No Confrontation CONGREGATION ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 30. “YOU DO YOU” ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 31. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 32. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 33. “ PEOPLE WILL UNFRIEND YOU IF YOUR BELIEF IS NOT THE SAME AS THEIRS. ” — Sabrina C., 20 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 34. SOCIAL MEDIA ENCOURAGES THE COMPARTMENTALIZATION OF SELVES “ THE INTERSECTIONALITY OF MY IDENTITY ALREADY PUTS ME AT A WORLDLY DISADVANTAGE BUT I FIND MYSELF ALWAYS THINKING ABOUT THE BEINGS WHO DON’T OCCUPY THE PRIVILEGES THAT I DO, AND HOW I CAN I MAKE MYSELF OF USE TO THEM. ” —Keyla Y., 20 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 35. LEVERAGE THE POWER OF GROUP DYNAMICS The No Confrontation CONGREGATION3 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 36. 4 Labels are A LOSING GAME ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 37. “ HOW WE DETERMINE IDENTITY SHOULD REALLY ONLY BE FOR OURSELVES AND NOT FOR OTHERS. BUT I FEEL LIKE THE SOCIETY WE LIVE IN IS VERY QUICK TO ASSUME THE IDENTITY OF OTHERS. ” — Zoe B., 21 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 38. “ YOU’RE STRUGGLING WITH THE PRESSURE TO PUT YOURSELF IN A BOX – “I’M MIXED-RACE,” “I’M GENDER-FLUID,” ETC. – PEOPLE ARE ASKING SO MANY QUESTIONS ABOUT WHAT ARE YOU, WHO ARE YOU? THEY ARE BOTH EMPOWERED TO SPEAK OUT ABOUT IT AND BURDENED BY IT. ” —Clinical Psychologist ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 39. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 40. “ I DON'T AGREE WITH DIVIDING THE COUNTRY IN TWO SIDES…IT'S DANGEROUS TO BE LABELED INTO SUCH A BIG PIECE, I EITHER HAVE TO FOLLOW ALL THESE RULES, THIS IS WHAT I HAVE TO IDENTIFY WITH, I HAVE TO BE AGAINST THE OTHER SIDE, IT CAUSES TOO MANY PROBLEMS. ” — Kayla L., 20 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 41. Almost 70% of Gen Z used fewer than 20 words to describe themselves in their Tinder bios. Which is less words than this paragraph. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 42. 🙃🙃🙃🙃😅 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 43. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. ENABLE THEM TO BE THEIR SELVES Labels are A LOSING GAME 4 #IDENTITYSHIFTERS
- 44. 5 They’re a Little POWER HUNGRY. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 45. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 46. Fame, Power, or Belonging? ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 47. Bella N., 14 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. “ IN MY COMMUNITY I’M KNOWN AS A SCARY PERSON… I’M NOT SURE WHY I’M SCARY, BUT IT COMES IN HANDY WHEN I WANT THINGS DONE. EVERYONE KNOWS MY THREATS AREN’T AN ACTUAL THREAT BUT THEY’RE STILL SCARED OF ME IN GENERAL. IT’S NICE TO KNOW I HAVE SOME SORT OF PULL OVER PEOPLE……(I) FEEL SUPERIOR TO CERTAIN PEOPLE, LIKE I HAVE POWER OVER THEM. ”
- 48. “ SOCIAL MEDIA MAKES ME FEEL SUPERIOR. ” —Kyle T., 16 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 49. MONETIZING YOUR IDENTITY = POWER ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes.
- 50. DON’T JUST MARKET YOUR BRAND. HELP Z MARKET THEMSELVES. They’re a Little POWER HUNGRY. 5 ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
- 51. ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. IDENTITY SHIFTERS TAKEAWAYS LEVERAGE BRAND IDENTITIES YOU DON’T HAVE TO BE “REAL” TO FEEL “AUTHENTIC” LEVERAGE THE POWER OF GROUP DYNAMICS AVOID LABELS. HELP THEM BE THEIRSELVES DON’T JUST MARKET YOUR BRAND. HELP THEM MARKET THEMSELVES #IDENTITYSHIFTERS
- 52. FULL IDENTITY SHIFTERS REPORT AT www.identityshifters.com ©2018 Rubin Postaer and Associates (“RPA”). ALL RIGHTS RESERVED. This presentation is for RPA's purposes only and may not be distributed or transmitted in any manner or copied or reproduced in any form without RPA’s prior written permission. Third party intellectual property contained this presentation is being used for the illustration of concepts only and not for commercial purposes. #IDENTITYSHIFTERS
Editor's Notes
- Thank you so much for having me here today. I’m really looking forward to taking you through our latest research on Generation Z and what if means for marketers. FYI Fast Co edited descriptor: Is your brand ready for the redefinition of identity? Do you want to really get to know Gen-Z? Believing is more powerful than being, the moment is more important than the permanent—and who they are isn’t limited to a search for one true, authentic self. RPA has flipped the script on these future consumers and discovered that old practices and ways of thinking won’t work. Join Mia von Sadovszky and Twitter's DJ Capobianco as they unveil new findings and discuss a generation that doesn’t define themselves by traditional identity hallmarks such as politics, religion, gender, or sexual orientation. Sharing learnings from a wide range of innovative research methods, including Gen-Z-run focus groups, in-depth mobile “app”-nographies and short films by Gen-Z directors, this session will give you a chance to get acquainted with a generation who are innovating “identity” as we know it and introduce you to the “new way to be you.”
- I am a group strategic planning director at RPA Advertising in Santa Monica, CA, and I’ve spent the last 20 years trying to really understand what makes people tick so that I can sell them things. I’m particularly passionate about this Gen Z research because I am the mother of two Gen Zers age 20 and 17 and I can tell you from personal experience that they’re very different from how I was at their age. So the genesis of this project was trying to figure out the hows and whys of their difference. And one of the very first things that struck us about your generation was how hard it was going to be to pin down who you really were—what you really thought, believed, felt and did.
- One of the first Gen Zers we looked at was a girl named Ashley. She’s a devoter daughter, a very responsible sister, a great babysitter. She absolutely loves her family. And then we met Smashley—she’s a good friend, a partier, never the designated driver, bit of a wild child and an all-around good time. Now obviously, Ashley and Smashley are the same person. But when I talked about her with the old folks at the agency, the question always came up as to who was the “real Ashley”? This idea that she had to be one or the other or something in between. But when we talked to Gen Zers about Ashley/Smashley they didn’t get why were even asking such a question. Why aren’t they both the real Ashley? And that’s when we knew we were on to something in trying to describe and understand Gen Z in a way that fit how they really operate in the world vs. how we could make them conform to old models of identity.
- So let’s dive in For our purposes, we talk about Gen Z as those born between 1995 and 2009. The focus of our research was on those kids age 13 and up.
- There are 23 million Gen Zers and they are the fastest growing generation in both the workplace & marketplace (Caulker Agency)…
- In the next couple years they’ll be 40% of all consumers. So it’s supremely important for us to understand what makes them tick
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Now by this point, you’ve inevitably heard a lot about them. They are the NEXT MILLENNIALS after all. They’ve been described lots of ways so far: Independent, Global, Unafraid, Anxious, Pragmatic, Pluralistic, Multitaskers, Well-Rounded, Accepting, Activist But when we started digging into who they are a lot of things didn’t fit the narratives that are out there. Obviously, no one idea can define such a huge group of people, but this generation in particular defies singe-minded categorizations.
- Given the complexity of Gen Z we knew that simple stats or quant survey responses alone couldn’t possibly capture their totality so we put together a Gen Z-heavy team of young folks back at the agency and embarked on a nearly year-long research project. We focused on talking to Gen Zers as well folks who work with Gen Zers everyday in everyday life We did everything from interviewing Bible Study Teachers to analyzing Tinder profiles —I’ve tried to desperately come up with a joke here but in every rehearsal I managed to offend someone deeply so I will refrain today.
- Social media audit - including Z-narrated social media profile tours, instas/finstas comparison interviews, and Pinterest identity boards National mobile appnographies and quantitative study- intimate and in-the-moment diary of Gen Z when they were alone with their devices National Tinder analysis- how they position their identity in pursuit of emotional and physical connection, Gen Z led focus groups- in Oklahoma and CA Gen-Z filmmaker series- four gen z filmmakers told us the story of their gen through their cameras Interviews with first-line experts across the country- from bible teachers to youth at-risk counselors Interviews with Gen Z favored brands- Disney, Nike, Awesomeness and We Are Next
- So what did we uncover? If there’s one thing to take away about this generation that I want to leave you with it’s that they are IDENTITY SHIFTERS. For this generation, having one static ‘self’ doesn’t make sense—the world is two multifaceted, fast-paced, ever-changing and diverse for there to be just one real you.
- So I want to take you through 6 things that make Gen Z Identity Shifters and ultimately what each of those things could mean for marketers.
- #1: For Gen Z, identity is contextual.
- Here’s how Bryan describes it: “In different groups of people, different friends, and different environments, I act completely in a different way…Maybe if I’m like alone in a box then I can truly be real. I really enjoy spending time with people, and I like portraying myself in different ways with different groups of people. I think all of those combined could make a real version of me.” We saw this over and over again, how extremely attuned Gen Zers are to group dynamics, how they “package” themselves depending on the audience. They exhibit a unique type of empathy and this is at the core of their contextual identities
- But don’t get me wrong, that empathy doesn’t always necessarily make them lovely people all around. Here’s a high schooler in OK saying “Accepting people is super important.” Here’s the same kid 5 minutes later extoling the virtues of their Finsta: “It’s easier to be mean, you can pretend to be someone else.” Depending on the context, they assume the identity that is the best fit. (BTW our research showed that 46% had a Finsta account.)
- But these contextual identities are not disingenuous—they’re not bad or nefarious. They provide Gen Z with the freedom and flexibility to be able to grow and maintain an open mind.
- Listen to how these Gen Z focus groups participants talk about their shifting identities. …Depending on the context they’re leaning into or omitting aspects of who they are as a way to explore and grow
- So if Gen Zers are so comfortable with having contextual identities, what can that mean for the folks selling to them? We’ve long held that a brand has to be consistent—defined, precise, living within guidelines. For this next generation of consumers, that’s not necessarily the case. A brand may find greater success by having multiple brand identities with unique voices and visual cues—tailoring their brand expression to not only multiple audiences as traditionally defined but multiple identities. We see this in brands like Apple and T-Mobile that once had a very consistent look and feel for the brands and across product lines, to now having wildly different brand expressions. Gen Z is cool with this and gets it. GenZ could see auto subscriptions as a natural way to meet the mobility needs of different parts of their personality. While they may buy into a Honda deal, the different models could have wildly different roles in their life. The master brand could be expressed much more flexibly. And if a brand like Google gets their multidimensionality better, than a monolithic car brand—then all bets are off.
- #2: For Gen Z Authenticity does not necessarily equal Real Authenticity was the Millennials calling card—be genuine, transparent, walk the walk, tell me your true backstory. It’s what every artisanal Brooklyn or Portlandia pickle maker would tell you. But that’s not how Gen z defines authenticity. Let me introduce you to the new faces of authenticity.
- Authenticity is Lil’Miquela She’s got half a million followers on Instagram, 19 year old from LA, advocate for Black Lives Matters, wants to make an album, …and she is not real. She’s an algorithm created by a team of people. She may not be real-real, but Gen Z has a very real and authentic relationship with her and she has very meaningful things to say.
- And here’s Shudu: a skin care model without skin. Also a bot but that’s no barrier to her being seen as authentic and real If anything, she is legitimized through her partnership deals with skin care companies She actually enjoys the same authentic legitimacy that Gen Z wannabe influencers are seeking in the marketplace.
- This Generation finds their Authenticity in their intent in any one situation It’s in how they edit themselves based on the situation As Aidan says… So again, the parts you choose to show are edited and the quote “real” you is a bit beside the point.
- So if authenticity doesn’t equal one real you/one truth, what does this mean for marketers? Well this generation is certainly not clamoring for Millennial-style full-transparency. They have a much more nuanced relationship to the truth and sometimes a story or a persona (or an AI) can be a lot more real than the real thing. A great example is Louise Delange, a hot new influencer who hit the scene in 2016. Her social media photos always showed her beautifully posed with a drink in her hand. Turns out she was the fictitious creation of a French anti addiction organization and part of their “like my addiction” campaign. This post truth deception was widely lauded and really well-received. A perfect Gen Z style authentic ad campaign. Auto marketing often utilizes plays to authenticity and brand heritage that may not be as innately powerful for GenZ. But great storytelling is a must
- #3: Let me introduce you to the No Confrontation Congregation.
- The phrase “You do you” could very well be the banner cry of Gen Z . We heard it over and over again. It represents their tolerance, acceptance, and their exaltation of individual freedom …but it also signals their generational ambivalence towards taking firm stands, …and their deep desire to avoid confrontations of any kind.
- Now it shouldn’t be at all surprising that Gen Z has landed in this spot. Their lives to date are like one big “Afterschool Special” on the dangers of holding a strong opinion or imposing it on someone … Also known as BEING A BULLY. Here’s a doll available in Target from a huge Gen Z influencer, Dance Mom’s JoJo Siwa. What does Jojo have to say… In case you didn’t hear it: “Hashtag besties not bullies.” We have created an industry above and beyond our schools and churches to train kids not to bully
- Here’s something else a little cringeworthy: Baby Ariel is a huge personality on the platform TikTok, previously known as Musical.ly. I want you to revel in the awkwardness of her trying not to voice any opinions whatsoever because she might offend someone. …and just so you know we edited that way down…it went on and on forever with her literally squirming in her chair
- Beyond the threat of being labeled a horrible bully, For Gen Z the stakes are very high if you share a strong point of view: As Sabrina says: “People will unfriend you if your belief is not the same as theirs.” To have an opinion opens you up to being a bully, too being privileged, regressive, not a team player, you name it. To disagree is to challenge to your most important relationships.
- Here’s Keyla from the Bronx who is always hyper aware, thinking about the impact of her opinions and her very identity on those around her.:
- So how do we market to the No Confrontation Congregation? Gen Zers are hyper attuned to group dynamics as a way to avoid confrontation. We should leverage the power of those dynamics. Social cues from peer groups will often now decide if your brand or message sinks or swims. If you can tap into the right influencers you can gain a following. Daniel Wellington watches snuck their way into people’s instagram feeds through micro-influencers’ posts. Before you knew it they were natively part of their audience’s lives. No confrontational sales tactics needed. Microinfluencers are key to getting the right kind of attention. Or this could be as simple as actively engaging them as reviewers—as reviews are increasingly more trusted than WOM
- #4: With their multifaceted identities and their dislike of taking strong stands, it’s probably no surprise that Gen Z has a very strained relationship with labels. Labels are a losing game. .
- As Zoe put it: While labels can help Gen Z align with their sub-cultures, they’re also seen as limiting the full expression of who they are.
- And kids are being asked at younger and younger ages to define themselves and declare who they are so others can accept them—feeling like they need to label themselves on social media, in particular. As one clinical psychologist in Boston put it: … Labels really are a burden for Gen Z Ultimately, they don’t want others to label them particularly because folks often get it wrong, and because they want to choose the moniker that best expresses them at any one moment
- A great example of a brand capturing this attitude is Schick’s campaign for Hydro. They found young men online who had gone viral, gotten attention and admiration and featured them in advertising. Take a look:… They looked at who Gen z rallied around online and how they were defying expectations and labels of what it means to be a man
- We saw this dislike of labels playing a huge role in the seemingly non-political nature of so many of the kids we talked to. They have experienced the fallout of labels in the political landscape and see them as dangerous to the health of society As Kayla says: It’s not that they’re apolitical in the traditional sense—too busy partying, living life, and not caring about others—it’s about them being actively uncomfortable with labeling and judging across the board.
- We even saw this avoidance of labeling language seeping into their romantic lives. They don’t even want to pin themselves down on dating profiles. “Almost 70%… That’s not a lot of words.
- What do they use instead words (in addition to photos of course) to communicate who they’re looking for—emojis Really inscrutable strings of emojis…like, I have no idea what this means…emojis. What exactly does this person want in their Tindr hook-up? If you know, find me later!
- Labels are a losing game. As marketers we should avoid rigid labels and let the audience self-select who they are AND give them the ability to easily change who they say they are. In addition to the Schick example, The recent AXE campaign, “Is it OK for Guys…” captures this idea really well. It highlighted the breadth and fluidity of modern masculinity, empowering young men to express themselves (or personalize their scent) however they so choose. Auto makes and models are so tied to labels: SUVs for “soccer moms" and trucks for “real Americans”…It’ll be important for GenZ to feel like you’re speaking to them personally vs. as a labled group
- So Gen Zers are identity shifters who hate labels and any kind of confrontation. But guess what, they’re no shrinking violets—they’re surprisingly power hungry.
- Gen Z sees their various personal identities as a source of power. From crafting compelling college applications to the quest to gain “followers”, success comes from making your brand of “you” desirable. Their personality, optimism, humor and ‘aesthetic’ are all potential sources of power and money.
- In our national app-nography we asked what would you choose out for Fame, Power and Belonging and the majority chose Power. (58%) Here’s a good explanation why from Dominique… Given how attuned they are to group dynamics maybe it’s not surprising they have such a strong desire for power and control over the group. They toe a pretty tight-rope of wanting to influence and control the group, but not wanting to put themselves out there to much, for fear of upsetting people or doing something wrong.
- Here’s how one respondent from VA talked about their power: Here’s the terrifying Bella in all her glory. Clearly she’s relishing her power.
- And how can Z feel so powerful? Social media amplifies their powerful voices As Kyle T. put it…
- And they see peers online amass immense power and wealth. Whether it’s YouTube gaming personality PewDiePie. Or the aforementioned JoJo Siwa who turned her YouTube channel into a product empire. For Gen Z the best way to amass power is to monetize your identity and create a personal brand.
- So how do we think about targeting these Gen Z power players? Gen Z sees brands as potential allies and resources in their quest to be known—so we should help them. By giving Gen Z the ability to be their own brand, giving them a platform to be heard on a larger scale, brands can help cement a relationship with a generation. A great example is Glossier and how they feature aspiring fashion and makeup influencers on their Instagram, creating a win-win. The young women get exposure and Glossier is perceived as more trusted. And the Doritos Bowl on Twitch is doing something similar with gamers. Always think about how you can raise your targets’ personal “brand profiles” and get them to help you market your brands.
- So I’ll leave you with these FIVE thoughts about MARKETING TO our Gen Z Identity Shifters. I hope they’ll help you to understand Gen Z better and help you to successfully reach them.
- And you’ll find a lot more research and insights into Gen Z on our research portal at identityshifters.com And there you can download our full Identity Shifters report, covering everything from attitudes on beauty to careers to religion to health and wellness with a full set of 10 takeaways for marketers.