This document provides an overview of Generation Z and their behaviors, preferences, and mindsets based on various reports and surveys. Some key findings include:
- Gen Z spends over two-thirds of their day connected online and consume an average of 68 videos per day, preferring Instagram, YouTube, and Snapchat as platforms.
- They are conscious consumers who care about a brand's values, environmental and social impact. Their identities are fluid and they want freedom to explore and define themselves.
- As digital natives, they have high expectations for personalized and innovative experiences from brands. Social media and influencers strongly impact their purchasing decisions.
- To engage Gen Z, brands need to create high-quality
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
Gen Z, also known as the Swipe Generation, is about to change the world and set it on fire. Learn more about this creative, committed, social conscious generation and how to communicate, manage and motivate them.
Download the full Gen Z 2025 report here: http://bit.ly/1Vcecow
The future will be defined by a generation that promises to learn from the lessons of the past to create a world unlike anything we’ve ever seen.
Growing up in the shadow of global meltdowns and watching their Millennial siblings flail, Generation Z have resolved to do things differently. In an instant everything world, these kids are present in today, but curate their experiences for tomorrow. But, what will Gen Z be in 2025?
In Gen Z 2025, we unpack the present to unveil a future defined by the next greatest generation’s evolving worlds of work, education and digital, and the dissolving boundaries between social and cultural norms. Exposed to the breakneck speed of culture, Gen Z will transform our very understanding of generations to come.
Into Z Future, Understanding Generation Z, the Next Generation of Super Creat...Mercadotecnia Total
Snapchat en conjunto con JWT Intelligence presentan el estudio "Into Z Future, Understanding Generation Z, the Next Generation of Super Creatives"
Donde podemos observar algunos insights interesantes:
- "Los gen Z son absolutamente más creativos, pero son más utilitarios que otras generaciones".
- "56% de los gen Z's usan aplicaciones sociales para expresarse creativamente".
- "Gen Z tiene una relación única con la cultura digital que se manifiesta el uso de herramientas que ocupan para crear contenidos".
- "Los gen Z combinan el panorama digital, con la artesanía y la estética".
Originally designed for a webinar in collaboration with Cynopsis Media, this presentation details the power and influence of Gen Z, also known as Gen Edge, in the household.
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
Gen Z, also known as the Swipe Generation, is about to change the world and set it on fire. Learn more about this creative, committed, social conscious generation and how to communicate, manage and motivate them.
Download the full Gen Z 2025 report here: http://bit.ly/1Vcecow
The future will be defined by a generation that promises to learn from the lessons of the past to create a world unlike anything we’ve ever seen.
Growing up in the shadow of global meltdowns and watching their Millennial siblings flail, Generation Z have resolved to do things differently. In an instant everything world, these kids are present in today, but curate their experiences for tomorrow. But, what will Gen Z be in 2025?
In Gen Z 2025, we unpack the present to unveil a future defined by the next greatest generation’s evolving worlds of work, education and digital, and the dissolving boundaries between social and cultural norms. Exposed to the breakneck speed of culture, Gen Z will transform our very understanding of generations to come.
Into Z Future, Understanding Generation Z, the Next Generation of Super Creat...Mercadotecnia Total
Snapchat en conjunto con JWT Intelligence presentan el estudio "Into Z Future, Understanding Generation Z, the Next Generation of Super Creatives"
Donde podemos observar algunos insights interesantes:
- "Los gen Z son absolutamente más creativos, pero son más utilitarios que otras generaciones".
- "56% de los gen Z's usan aplicaciones sociales para expresarse creativamente".
- "Gen Z tiene una relación única con la cultura digital que se manifiesta el uso de herramientas que ocupan para crear contenidos".
- "Los gen Z combinan el panorama digital, con la artesanía y la estética".
Originally designed for a webinar in collaboration with Cynopsis Media, this presentation details the power and influence of Gen Z, also known as Gen Edge, in the household.
Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.
Omnicom Creative has been named Company of the Year and DDB Worldwide Network of the Year. Somesuch, USA won this year’s Palme d’Or while Apple secured the Creative Brand of the Year.
A glimpse into the world of Gen Z - an 8 page Gen Z Manifesto that summarizes the upcoming book, The Gen Z Effect: The Six Forces Shaping the Future of Business, available 11/11/14 at bookstores everywhere. Written by Dan Keldsen and Thomas Koulopoulos.
Who is Gen Z? What makes them tick? What is an accident of birth, and a purposeful decision?
Are YOU Gen Z?
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The 2019 JOTW Communications Survey | Trends in Corporate Communications and ...Frank Strong
The 2019 JOTW Communications Survey examines trends in corporate communications and PR. This year’s survey polled 223 communications and public relations (PR) professionals. Some 68% of respondents report holding in-house communication roles and 90% have 10 years or more experience in the industry.The second annual survey was conducted by Sword and the Script Media, LLC in collaboration with Ned Lundquist. Ned launched “Job of the Week” (JOTW) email newsletter in 2001 as a free resource for PR and communications professionals looking for work.
Key findings in this survey include:
>> Budget is the top communications and PR challenge. Budget (59%) was the top challenge for the second year in a row. This was followed by limited staffing or headcount (55%); ever-expanding duties (52%); balancing priorities (49%); and measuring the impact of comms (49%). Just 18% anticipate budgets rising; 51% say they will remain flat and 29% expect budgets to fall.
>> More PR work is being taken in-house. Some 47% of respondents said they’ve observed more PR work being taking in-house. This mirrors broader trends in marketing, where CMOs have slashed agencies in favor of in-house teams. The top reasons for hiring an agency are: execution, expertise and for strategic projects; the top reasons for firing a firm are cost, poor client service and an inability to measure ROI.
>> Storytelling, analytics and thought leadership are the top tactics and trends. The respondents identified storytelling (76%); data & analytics (75%); thought leadership (70%); measurement (66%) and content marketing (64%) as growing more important. While not a majority, those with the most votes for less important were press releases (33%), award programs (31%) and white papers (36%).
>>Media relations continues to get harder. Most respondents (68%) said media relations is harder or much harder – up from 51% last year. Respondents cited reporter turnover, veteran reporters being replaced with junior ones, and “in-your-face-journalism” as contributing causes. Money and standards distinguish media relations from influencer marketing.
>>Top metrics PR pros track. About one-third (29%) think they do an adequate job of communications measurement while 46% say it needs improvement. The most common metrics comms pros said they track includes web traffic (73%); impressions (66%); estimated site traffic (60%); mentions (57%) and email open rates (52%).
>>More communicators report to the CEO than to marketing. More respondents (38%) say the comms function reports to the CEO, versus 35% that say they report to marketing. This was followed by the chief operating officer (9%), strategy (7%) and human resources (5%).
Meet generation Z, the 12- to 19-year-old cohort, who care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.
This is an executive summary of the report. To purchase the full 79-page report, visit www.jwtintelligence.com.
Consumers of tomorrow insights and observations about generation z★ Duong Vo ★
Visit me @ http://www.duongvo.biz or Be friend @http://www.facebook.com/johnyvo.
Need consultant on Digital Marketing, let visit my business @ OhYeah Communications (http://www.ohyeah.vn)
Need explore more about Digital Marketing, let join me on Digital Marketing Class @ BMG International Education (http://www.bmg.edu.vn)
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
The top four areas Gen Z currently have the most concern, per another study, are education, jobs and unemployment, prejudice and racism, and the environment
Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.
Omnicom Creative has been named Company of the Year and DDB Worldwide Network of the Year. Somesuch, USA won this year’s Palme d’Or while Apple secured the Creative Brand of the Year.
A glimpse into the world of Gen Z - an 8 page Gen Z Manifesto that summarizes the upcoming book, The Gen Z Effect: The Six Forces Shaping the Future of Business, available 11/11/14 at bookstores everywhere. Written by Dan Keldsen and Thomas Koulopoulos.
Who is Gen Z? What makes them tick? What is an accident of birth, and a purposeful decision?
Are YOU Gen Z?
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
The 2019 JOTW Communications Survey | Trends in Corporate Communications and ...Frank Strong
The 2019 JOTW Communications Survey examines trends in corporate communications and PR. This year’s survey polled 223 communications and public relations (PR) professionals. Some 68% of respondents report holding in-house communication roles and 90% have 10 years or more experience in the industry.The second annual survey was conducted by Sword and the Script Media, LLC in collaboration with Ned Lundquist. Ned launched “Job of the Week” (JOTW) email newsletter in 2001 as a free resource for PR and communications professionals looking for work.
Key findings in this survey include:
>> Budget is the top communications and PR challenge. Budget (59%) was the top challenge for the second year in a row. This was followed by limited staffing or headcount (55%); ever-expanding duties (52%); balancing priorities (49%); and measuring the impact of comms (49%). Just 18% anticipate budgets rising; 51% say they will remain flat and 29% expect budgets to fall.
>> More PR work is being taken in-house. Some 47% of respondents said they’ve observed more PR work being taking in-house. This mirrors broader trends in marketing, where CMOs have slashed agencies in favor of in-house teams. The top reasons for hiring an agency are: execution, expertise and for strategic projects; the top reasons for firing a firm are cost, poor client service and an inability to measure ROI.
>> Storytelling, analytics and thought leadership are the top tactics and trends. The respondents identified storytelling (76%); data & analytics (75%); thought leadership (70%); measurement (66%) and content marketing (64%) as growing more important. While not a majority, those with the most votes for less important were press releases (33%), award programs (31%) and white papers (36%).
>>Media relations continues to get harder. Most respondents (68%) said media relations is harder or much harder – up from 51% last year. Respondents cited reporter turnover, veteran reporters being replaced with junior ones, and “in-your-face-journalism” as contributing causes. Money and standards distinguish media relations from influencer marketing.
>>Top metrics PR pros track. About one-third (29%) think they do an adequate job of communications measurement while 46% say it needs improvement. The most common metrics comms pros said they track includes web traffic (73%); impressions (66%); estimated site traffic (60%); mentions (57%) and email open rates (52%).
>>More communicators report to the CEO than to marketing. More respondents (38%) say the comms function reports to the CEO, versus 35% that say they report to marketing. This was followed by the chief operating officer (9%), strategy (7%) and human resources (5%).
Meet generation Z, the 12- to 19-year-old cohort, who care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.
This is an executive summary of the report. To purchase the full 79-page report, visit www.jwtintelligence.com.
Consumers of tomorrow insights and observations about generation z★ Duong Vo ★
Visit me @ http://www.duongvo.biz or Be friend @http://www.facebook.com/johnyvo.
Need consultant on Digital Marketing, let visit my business @ OhYeah Communications (http://www.ohyeah.vn)
Need explore more about Digital Marketing, let join me on Digital Marketing Class @ BMG International Education (http://www.bmg.edu.vn)
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
The top four areas Gen Z currently have the most concern, per another study, are education, jobs and unemployment, prejudice and racism, and the environment
Leveling Up To The Next-Gen Consumer
Download the full report at psfk.com/forecast-z
A must-have manual for brands to understand and engage with the next class of consumers, PSFK’s Forecast Z report decodes the shifting priorities, values and behaviors of Generation Z—a group defined by their ability to navigate fluidly between identities, communities, industries and the physical-digital divide. The report features trends-led research and an in-depth survey of 450 U.S. Gen Z and Millennials, as well as 8 strategies for brands, retailers and agencies looking to shift from a Millennial to Gen Z mindset by resetting established norms around business, art and advertising.
Featured in the 30+ page report:
–Actionable strategies for brands, retailers and agencies to adapt to the Gen Z mindset
–8 trends defining the consumer behaviors of the new generation
–In-depth survey results uncovering shifting generational attitudes
–Statistical insights from brands and decision-makers
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
My presentation @ #youthmarketing of Marketing Week in Greece. The info/ the pics are not mine they are copied from all over the internet. If something is yours and you want me to take it out.. pls let me know. As always I'm very dyslexic so if your find a mistake pls do not kill me! Further reading and sources at the end! Happy Reading
Nell'ultimo decennio una nuova generazione di consumatori digitali e aperti al cambiamento sembra guidata da un nuovo concetto di "benessere", ben oltre il materialismo e l'individualismo. Al momento dell'acquisto, questo "consumatore consapevole" considera, oltre al prezzo e al prodotto, anche i valori e le finalità dell'azienda (purpose), non sorprende quindi che sempre più campagne pubblicitarie siano 'human-centered ("centrate sull'uomo"). L'adozione di nuovi linguaggi di comunicazione, come il content marketing, il Native Advertising, il branded content & entertainment consentono alle aziende (i loro CEO) di esprimere il loro punto di vista sul mondo con un grande potere persuasivo. lo speech di Elena Grinta metterà in luce quanto il purposeful storytelling sia un potente strumento per quei 'pioneering brands' (marchi pionieristici) che 'predicano e razzolano' bene: ciò che l'azienda dice, attraverso ogni media, deve essere in pieno accordo con ciò che l'azienda fa, altrimenti, violazioni dell'ethos, una collisione tra l'immaginario comunicato e la realtà dei fatti, possono implicare un danno enorme, a volte irreversibile, per l'intera azienda.
Elena Grinta
BEIntelligent - Founder
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Generation Z is a generation unlike any other; as they mature and start to control rising volumes of spend, it is time to understand what makes them unique, what drives them to act.
Going Beyond the Empowered Buyer: The Next Five Mega Marketing Challenges Demandbase
In the modern B2B buying cycle, control has moved away from businesses and into the hands of their buyers. This challenge has inspired a wave of marketing innovation, but there are even bigger challenges ahead. Follow along as Mathew Sweezey reveals the next Five Mega challenges facing B2B marketers – and how to confront them.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
The Retail Rebels - Who Will Conquer the Connected ConsumerPaula Levy
Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Generation
Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household purchases,
according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To secure
the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
Similar to A New Dawn: Unpacking Generation Z (20)
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. 3
WELCOME
// A NEW DAWN
Gen Z are set to become the largest generational demographic in
2019 [Bloomberg 2018]. For brands this means that engaging with this
audience is a key commercial strategy to get right… OR risk being left
behind.
// UNPACKING GEN Z
The following report invites you to deep dive into the minds,
behaviours and online habits of Gen Z.
Unpacking some of the key reports and surveys on Gen Z from the
last two years, this report collates the most important findings and
insights (...so you don’t have to!) to inform new ideas and ways in to
creating content that will engage with this lucrative, generational
audience.
4. 4
OVERVIEW
// AT A GLANCE
Executive Summary
// TECHNOGRAPHICS
Insights and trends into Gen Z digital and social behaviour
// PSYCHOGRAPHICS
Insights into Gen Z mindset
// SO WHAT?
Making sense of it all
6. 6
EXECUTIVE SUMMARY
Unpacking the key insights around Gen Z:
● Over two-thirds of their day is spent connected online. [Adobe Research
2018]
● Instagram pips Snapchat to the top spot as the most used social
platform, as picture based social channels dominate and Facebook
continues to slide out of favour. [Piper Jaffray 2018]
● They consume video content like no other generation - content
opportunities can be leveraged by tapping into the psychographics of this
audience. [Awesomeness Survey 2017]
● They are the biggest streamers of music, which they say has a
significant influence on their daily lives. [Global Web Index 2017]
● More self aware of their impact on the world, they are far more
conscious about their consumption when it comes to sustainability,
environmentalism and social impact. [Fragile 2018]
● Old stereotypes around gender, race and sexuality are alien to an
identity nomad generation who are looking to explore and define their
own identities. [Awesomeness Survey 2017]
● Social media plays a significant role in their lives and purchasing decision
as they consume content from peers, influencers and brands.
● As true digital natives their expectations from brands around
experiences and personalisation sets the benchmark high. [EY 2015]
8. 8
UNDERSTANDING GEN Z ONLINE HABITS
Gen Z are the first true digital natives - born after 1996, their
day-to-day lives have been moulded by social media, access to
endless information and instant connectedness like no other.
They are some of the heaviest users of online; on average daily,
Gen Z spend 10.6 hrs online (vs 6.9hrs overall average). [Adobe
Research 2018]
MOBILE VS DESKTOP
Generation Z is the first (even beating Millennials) generation to
go over the tipping point between mobile (05:09hrs) vs desktop
(04:57hrs) [Global Web Index 2018].
Ensuring content and user experience is optimised for
mobile is no longer a consideration for brands but an
absolute MUST to ensure you are speaking to them in a
format they prefer to use.
9. 9
WHAT PLATFORMS DO THEY USE + LIKE MOST
WHICH SOCIAL PLATFORM(S) DO YOU USE AT LEAST ONCE PER MONTH?
85%
+3% YOY
84%
+2% YOY
47%
-3% YOY
36%
-9% YOY
23%
-
32%
+8% YOY
46%
-1% YOY
6%
-1% YOY
5%
-4% YOY
1%
-1% YOY
Piper Jaffray 2018
Instagram takes the top spot from Snapchat,
for the first time whilst Facebook’s decline
continues.
Exploring formats such as IGTV and creating
specific content (rather than repurposed or as
an afterthought) is a smart move for 2019.
Read our article on how to make the most of
IGTV when it comes to Gen Z.
New shoppable features can offer
opportunities to entice an audience to deep
dive further into product and ultimately
purchase.
*Note: Piper Jaffray did not include YouTube is
this particular survey question set.
It is worth noting that YouTube is a key social
video platform with this generation - see page
11 on video consumption
SPLASH POV
WHAT IS YOUR FAVOURITE SOCIAL PLATFORM?
10. 10
ROLE OF SOCIAL MEDIA
Global Web Index 2017
51%
To fill up spare time
47%
To find funny /
entertaining content
46%
To stay in touch
with my friends
42%
To stay up-to-date
with current events
38%
To share
photos or videos
WHAT DO YOU USE SOCIAL MEDIA FOR?
Motives and uses for time spent on social media give an insight into both what type of content to create but also what mindset they are
to make more of a deeper connection to engage. Couple this with the wider behaviours and tastes in the psychographic section of this
report can help to guide ultimately what content will perform best.
SPLASH POV
11. 11
WHAT ARE THEY CONSUMING: VIDEO
Awesomeness Survey 2017
68
Av. daily videos
17
Snapchat videos
13
YouTube videos
<10mins
9
YouTube videos
>10mins
9
Non-YouTube short
videos >10mins
9
Instagram
Stories
6
Non-YouTube short
videos <10mins
5
Facebook Videos
58% Learning
53% Laughing
49% Relieving boredom
44% Passing the time
43% Relieving stress
40% Staying in the know
39% Activity with friends
GEN Z VIDEO CONSUMPTION
GEN Z SAY ONLINE
VIDEO BEST FOR…
SO CREATE VIDEO
CONTENT THAT...
EDUCATES
HUMOURS
ENTERTAINS
DISTRACTS
DESTRESSES
INFORMS
SHAREABLE
Awesomeness Survey 2017
12. 12
WHAT ARE THEY CONSUMING: MUSIC
63% 76% 71% 59% 46% 31%
Global
01:06
16-24
01:37
25-34
01:14
35-44
00:56
45-54
00:38
55-64
00:19
Global Web Index 2017
MIDiA Research Report 2018
73%
“Music is important / very
important to my life”
92%
“Music impacts
my mood”
45%
“My favourite artist
influences my style.”
40%
“Music influences my
social circle”
Music plays an important role and influence in
the life of Gen Z.
Brands can leverage this by:
● Collaborating with music influencers
to extend the brand experience into
new territories that are unique and
innovative.
● Exploring branded content
opportunities across the different
music platforms e.g Spotify, Deezer,
Vevo, TikTok etc and formats within
these media opportunities.
SPLASH POVGEN Z SAY...DAILY MUSIC STREAMING (AVERAGE)
14. 14
UNDERSTANDING THE GEN Z MINDSET
Gen Z have grown up in a world that has never known life before the
internet; everything at their fingertips gives them both endless
opportunities but also opens them up to a bombardment of
information, news and social pressure.
This is also a world that has been affected in their lifetime by
financial, climate, social and political upheaval, resulting in a
generation that is far more woke to the world around them and how
they fit into this ecosystem.
Comparing them to their predecessors - the infamous Millennials -
this generation are far more self-aware - what’s my impact on the
world, rather than what’s the impact to me - and innovative - they
are used to figuring things out and utilising the technology at hand to
find answers quickly.
A number of key themes can be identified that affect their
preferences, behaviours and ultimately purchasing decisions.
15. 15
CONSCIOUS CONSUMERS
1 in 5
Gen Z say their impact on the
world is an important issue in
their day to day lives.
Awesomeness Survey 2017
“We see more and more youngsters entering
our stores, stating ‘I would like to buy a
sustainable product, can you show me what
you have and how it is made?’”
Anit Van Eynde, VP Brand Marketing
Levis Strauss & Co Europe
Insite Consulting 2017
A brand’s values, wider social and
environmental conscious and down to the
actual production process has never been
more scrutinised than it has now by Gen Z.
Brands need to find something to stand for
that empowers purchasing decisions or
becomes a symbol for good in the world to
capture the attention of Gen Z.
This should be a considered approach
though that feels authentic, as any shallow
efforts to piggy back this trend will fall flat
with Gen Z.
INDUSTRY INSIGHT INDUSTRY POV SPLASH POV
64%
of Gen Z are willing to pay a premium
for products from brands that embrace
causes those consumer identify with.
McKinsey TrueGen Report 2018
“It becomes even more important that the way your
brand story shows up, feels very true to you brand
DNA, and that you don’t try and to pretend you are
something you are not. Consumers respond to
something that feels honest.”
Avery Baker, Chief Brand Officer
Tommy Hilfiger
Insite Consulting 2017
16. 16
IDENTITY NOMADS
70%
of Gen Z say it is important to defend
causes related to identity.
Awesomeness Survey 2017
“Today’s youth is more diverse. In the past,
you used to be one type and you would stick
to that for the rest of your life, in every aspect.
Today they switch regularly and this of course
brings many opportunities for brands.”
Jean Jacques Veikeniers, Business Unit
President, Western Europe, Anheuser-Busch
InBev
Insite Consulting 2017
Old stereotypes and labels are alien to a
generation who are far more tolerant and
open-minded than previous generations.
They want the freedom to define their own
identity.
For brands this can transpire in a number
of ways: value based e.g. supporting
and empowering diversity in race, gender
and sexuality, product based e.g.
customisation of products and unisex ranges,
and influencer based e.g. collaborating with a
diverse range influencers and role models.
Again brands shouldn’t chase after all
causes but define itself against relevant
territories.
INDUSTRY INSIGHT
1 in 10
Gen Z say exploring their sexuality is
more important than having a
relationship right now.
Awesomeness Survey 2017
“Individuality is the new sexy, which they
need to embrace, to express and in so they
become the best version of themselves.”
Victor Hugo, Global Brand Director, Axe
Unilever
Insite Consulting 2017
SPLASH POVINDUSTRY POV
17. 17
CONTENT FIENDS
68
The average number of videos
watched by Gen Z daily.
Awesomeness Survey 2017
“Marketers’ jobs are becoming increasingly
more difficult due to media fragmentation.
Before you’d work with an agency and say:
this is what I want for TV, this visual for print
and in-store and this for radio. Today it’s all
that, plus YouTube pre-rolls, we need 5 secs, 6
secs, 10 secs. We need Facebook and
Instagram. Don’t forget we need stories, 140
characters, Snapchat filters, influencers
armies...”
Victor Hugo, Global Brand Director, Axe
Unilever
Insite Consulting 2017
Gen Z consume content at a rapid rate,
which is a two edged sword: on the one side
it means they are most receptive to online
and social content, on the other this makes it
a challenge for brands to stand out or hold
onto their attention.
This requires brands to first get the basics
right; content created specifically for a range
of formats and channels to ensure it meets
expectations. Anything below par will soon
be swiped past.
The second is creating content that engages
them to watch the entirety. This doesn’t
mean chasing after 6 - 15 sec films - such
short formats make it difficult to share any
message or story - but focusing on quality
content. For instance 52% say they will
complete watching videos that make them
laugh [The Drum 2017].
INDUSTRY INSIGHT SPLASH POVINDUSTRY POV
18. 18
SOCIAL INFLUENCE
63%
of Gen Z say social media content is
becoming more influential in their
purchasing decisions
Awesomeness Survey 2017
“Everything is immediate today. What they see
from other people, other brands, other products, in
other industries. The global borders are going away
because of the power of social media. There is an
instant gratification that this generation is starting
to expect.”
Avery Baker, Chief Brand Officer
Tommy Hilfiger
Insite Consulting 2017
Social media has become one of the biggest
influential channels when it comes to
purchasing decisions for Gen Z. Brands need
to be savvy on the following:
1. Peer influence - this requires a shareability
factor to any content that is created
2. Influencers - this requires identifying
influencers who bridge between brand and
audience
3. Branded content - content has become
part of the wider brand experience for Gen Z
INDUSTRY INSIGHT
1 in 4
Gen Z say their friends liking a
brand makes them more likely to
prefer that brand over others
Awesomeness Survey 2017
“The internet has enabled information access and
social media to be at its peak so suddenly all the
world’s affairs become omnipresent - so prevalent,
son in your face that [Gen Z] are just more aware of
the greater matters of consequences to to speak.”
Victor Hugo, Global Brand Director, Axe
Unilever
Insite Consulting 2017
SPLASH POVINDUSTRY POV
19. 19
DIGITAL SNOBS
1996
Born after this year they have
never known a world without
the internet of things
“The expectations NextGen today are set by other
brands than before. Brands like Google and
Amazon, and they don’t see why they can’t have
the same kind of experience with brands from more
traditional industries. If we don’t deliver someone
else will.”
Anna Zangni, Head of Global Innovation and Product
Development for Youth, MasterCard
Insite Consulting 2017
Gen Z are true digital natives and so this
demands a higher expectation from brands
when it comes to experiences and
personalised interactions.
Those that aren’t intuitively innovating run
the risk of not providing the instant
gratification that is to be expected; anything
that doesn’t cut it may see a loss of loyalty
and transactions rapidly for a brand.
INDUSTRY INSIGHT
“‘I want to have it and I want to have it now.’ They
are not necessarily looking for brands, but rather
for something they need very quickly. It is a
generation that expects your product to be on par
and deliver a super UX.”
Ivo Wassenaar, Marketing Strategy
eBay
Insite Consulting 2017
SPLASH POVINDUSTRY POV
20. 20
OUR TOMORROWS
// I PERSONALLY
BELIEVE IN THE
NEW GENERATION;
IT’S LIKE TURNING
A NEW PAGE.
21. 21
FOR THE COMING OF AGE
// OUR GENERATION
IS WEIRD.
// OUR GENERATION
HAS SUITED ME
AND MADE ME
WHO I AM TODAY.
23. 23
WHAT TO MAKE OF ALL THIS?
// VERTICAL-FIRST APPROACH
Create content optimised for Instagram and Snapchat. Explore all existing and
upcoming features and formats to ensure content is fresh. IGTV full potential is still to
be fully realised, so get in early! Brands like Under Armour and Nike are making their
mark already.
// CONTENT FOR A PURPOSE
Content creation (especially video) should be considered against a criteria of whether it
is: educating - that taught me something, entertaining - that made me laugh, or
informing - that is useful to know. Moves the train of thought away from content for the
sake of content. Consider content by channel and by format, to ensure the best
experience is being offered through each. Social is a good bet to begin putting this into
play due to its significant influence in the purchase decision of Gen Z.
// PLAY (ON) THAT FUNKY MUSIC
Explore musical collaborations with artists and influencers, media opportunities across
the different streaming platforms and think authentically unique e.g. a technical brand;
consider ideas within sound engineering. Looking to engage your audience? Involve
them to determine what the end output is ( e.g. Bacardi X IGTV Do What Moves You)
24. 24
WHAT TO MAKE OF ALL THIS?
// GET INSIDE THEIR HEADS
Purchasing patterns and brand affinity are determined by the psychographics of this generation. Don’t go chasing
all of these territories - this can either end up feeling unauthentic or stretch resources unnecessarily - but
determine which are a natural extension of the brand or build new bridges to create unique brand experiences
that push the boundaries.
// REALISING A GREATER CONSCIOUS
Think about the bigger picture: can you produce in a more sustainable way? Be inspired by the adidas x Parley
collaboration. Are their charities or causes you can support? Are there actions you can take? Patagonia boldly
pledged to donate $10mn to environmental groups. Can you empower purchasing decisions? TOMS has been
doing this since day one. There are many ways into this, the key is ensuring it feels genuine to the brand.
// GIVE THEM THE FREEDOM
Gen Z demand and desire to customise their own experiences, products and choices. This sets the bar high for
expectations from brands. Plus this must be with ease and speed; anything less won’t cut it. Take food; a whole
array of apps now allow dishes to be chosen, customised and delivered direct to your door with just a few clicks
no matter your taste, time or budget. Or gyms; things have been shaken up by the likes of Class Pass. Users
have the flexibility to pick and choose classes and locations, throwing off the constraints of traditional gym
memberships.
25. 25
CREDITING SOURCES
EY 2015
Report on the
characteristics of
next generation
consumers
Insite Consulting
2018
Senior Marketing Exec
opinions on Gen Z
26 prominent Snr
Marketing Exec
interviews
Global Web
Index 2017
Industry report
for emerging
trends
Awesomeness
2017
Survey of Teen
likes, dislikes,
motives and
ambitions
N=1,500
McKinsey &
Co. 2018
Gen Z survey &
insight on the
implications for
brands
Piper Jaffray
2018
Teen survey on
spending habits
and brand
preferences
N = 8,600
26. Want to chat more about Gen Z?
Speak to James our Strategist at Splash.
jcroft@splashworldwide.com