A lively and eye-opening conversation moderated by MDR Education’s Bernadette Grey with Millennial Ad Network co-founders Jake Skoloda, Brendan Maher and John Maher and JÜV Consulting’s Emma Himes and Itai Fruchter, all Gen Zers themselves!

1. TALKING
TO GEN Z
Leaders,Activists, & Donors of
Tomorrow — And Today
June 20, 2018

2. About Today’s Panelists
Emma HimesJohn MaherBrendan MaherJake Skoloda Itai Fruchter
Contact@millennialadnetwork.com Info@juvconsulting.com

3. About MDR

4. 114.5
Total
Schools
7.4M
US School
Personnel
7K
Higher Ed
Institutions
13K
School
Districts
Teacher Reach

5. Sanford Health’s fit4kids, fit4schools;
engaged 4 million children in 18 months
NFPA’s Sparky the Firedog:
millions of videos viewed
and apps downloaded
Student Reach & Engagement

6. Engaging Middle & High
Schoolers, Inside & Outside of
Class
Be willing to discard what you think
you know, and most importantly, ask
Gen Zers what they think.
Remember:They influence their
parents, too.

7. • 70% want their lives to make a difference
• Care more about equality than anything else
• Other causes they support—and want YOU
to support—include the environment, health,
students, and poverty
• Buying power is a key vehicle for activism
• They expect brands to give back to
communities
Research: Door of Clubs, a campus recruiter, polled 5,000 students from more than 100 colleges Girl Up
interviewed girls 14-19 from 7 countries.
Gun Control Activist: Emma Gonzalez
Gen Z Social Issues Reflect Both the
Times & the Nature of Gen Z Itself

8. Q:What are the Differences Between
Millennials and Gen Z?

9. Please Stop Calling Us Millennials
Generation Z: n (Sociology) members of the
generation of people born since 1996 who are
seen as confident users of new technology.
Years:
1996–2010
Core age
band:
11–19
20%
of U.S. population
27%
of global population

10. Differences We
Can Mostly
Agree On Social Media Pros
5 screens
Judiciously Share
Politically, Socially Conscious
Blended (race & gender)
Togetherness
Communicate with images
Make stuff
Have humility
Future-focused
Realists
Want to work for success
Collective consciousness
Social Media Sharers/Addicts
2 screens
Radical transparency: share all
Slacktivists
Multi-cultural
Tolerance
Communicate with text
Share stuff
Lower confidence
Now-focused
Optimists
Want to be discovered
Team orientation
GEN Z MILLENNIALS

11. Q:What
Causes Do
You Care
About?
Gen Z Influencer Blogger: Scarlett Curtis

12. Youth Causes:What They Say Isn’t Always When
They Show Up
1. Animal Welfare
2. Hunger
3. Homelessness
4. The Environment
5. The Economy
Source: Dosomething.org
Gen Z is on top of the news & politics, 24/7:
gun violence, suicide prevention, sexual violence

13. Q: How Do We Engage
You in Our CSR,
Fundraising, Cause
Efforts?

14. Some Takeaways For Engaging Gen Z
Accept 8-second attention span.
Communicate more frequently with
short bursts: images, emojis, symbols,
picture, videos, multiple screens.
Trends change really quickly.
Research and focus groups can get
stale almost immediately.
Collaborate with them.
Mentor—and allow yourself to
be mentored.
Treat them as equals.
Respect is a two-way street.
Appreciate their network.
Gen Z has a much larger global
network of connections and friends.
Learn from their social
media skills.
Use social media to perform and
self-promote, not just to share.

15. Q: How Do We
Better Bring
You into Our
Conversations?

16. Some Thoughts…
Ambassador Networks:
Build organically, naturally
REMINDER: Use separate
social media strategies for
Twitter, Instagram, and FB
Giveaways:
Give teens an incentive, i.e.
Sunny Co.
Meme Groups:
Follow current memes
Flaming Story:
Wendy’sTwitter
Influencers:
Micro, Macro, Mega

17. Q:What Are
Some of Gen Z’s
Unique Brands,
Celebs, and
Influencers? Gen Z Influencer: Rudy Mancuso
4.8 millionYouTube subscribers

18. Micro vs Mega Influencers

19. Q:What’sYour Advice
for Hiring (and
Retaining) Gen Zers?

20. Takeaways For Hiring Gen Z
Truly be a purpose
driven company.
Know that they expect more
from you than any previous
generation.
Give them important seats
at the table.
And listen. Inclusivity and
participation is truly valued.
Offer formal two-way
mentoring programs.
They want to learn from you and
want you to learn from them.
Pay well & offer health
insurance.
Beer and food carts
don’t impress (Door of Clubs).
Don’t show them a ladder.
They favor nontraditional
career paths.
Tap into their
entrepreneurialism.
Most would rather be
entrepreneurs than work for you
when they graduate.

21. Q: How IsToday’s
Political Climate
ImpactingYou—for
Better andWorse?

22. Hyperaware & Expect More
Social Liberals
50% Moderate — 9%V.
Conservative; 9%V. Liberal
45% Independent, unaffiliated
28% Believe government
cares about them
Counting On Corps
for Positive Change
50% Important for
company to have social
change initiatives that
consumers (and employees)
can be part of.
25% Always/often buy
product or service solely
based on brand’s values;
67% at least some of the
time.
Do Something: survey ofYoung
People and Social Change conducted
March 1-23, 2018

23. Q:What Final
Digital Marketing
Advice CanYou
Offer?

24. Final Note: Know COPPA
• DON’T collect personal information: name, address,
phone, email address, IM or video chat identifier, or any
persistent identifier that can be used to recognize a
user over time and across different sites.
• Post a Privacy Policy that complies with COPPA.
• Get VERIFIABLE parent consent before collecting
information.
• Implement reasonable procedures to protect the
security of kids’ personal information.
Children’s Online Privacy Protection Rule from FTC for
children under 13. How websites/online services appealing to
or targeting children must protect their privacy and safety.