Engaging the Youth Market - Generation Z
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Engaging the Next Generation is about understanding and engaging Generation Z - defined as children and young people aged between 4 and 16. In his presentation at the ReThink Media conference Anthony Tattum discussed monitoring innovation trends to discover what consumers will want next. Also described as the We Want it Now generation, Gen Z have defined attributes and respond to specific triggers. The Next Gen want to co-create, be part of your brand story but they are fickle and do not want to wait. They are connected and their word is much more valuable than any campaign but they are hard to reach and savvy. Engaging the Next Generation provides practical insight, clues to a bespoke methodology and top tips for brands.
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Engaging the Youth Market - Generation Z
Editor's Notes
- For example blackbox thinking that was born out of air travel, and is about learning from error is now being applied by the health secretary Jeremy hunt in the NHS At Big Cat we adopted this approach – we now blame process for error not people which allows innovation to flourish
- They want to be connected and part of your brand story Their word is much more valuable that any campaign They are being bombarded with information – to cut through it is about relevancy and context They are not loyal, they are heard to reach and they are fickle They are continually buying but they do not want to wait
- Context - when communicating you need to know what people are doing; then you need to feedback to them things they like. transactions are a time-based issue. reach them in a way that relates to what they’re doing. Be part of people’s life. Their mobile phone is part of arm. Thinking about your product, how much part of their life can your product be without creating noise. Brands should have a story and cause. Consumers are more savvy and clued in. Work really hard - you’re not entitled to succeed. You don’t own the market. Be curious. Never feel that you have everything. Its not easy. We can’t settle for what we’ve got. Don’t be too cool. The NextGen audience is very savvy. Understand your product truth. if you have a good purpose. How can you make that true for your brand. Insight & data - really understand customers. Learn customer habits. try to second guess next innovation by monitoring innovation trends. Try to put yourselves in your customers shoes Be brave – learn to adapt and if necessary adjust your product strategy. Admit to mistakes Omni-channel – take a blended approach – traditional media, digital, social – its all marketing – however remember the attention funnel - traditional boring PR doesn’t work
- Make people care – even if they hate it, polarize, make people pick a side Understand your audience – how they talk, what matters to them, what attracts them, activates them, makes them feel vulnerable Understand the platforms – periscope, snapchat, Yik Yak Stop doing things for young people - do things with young people. Involve talent with experience. Don’t just tell people the answers. provide resources. Ask what works and be transparent about what doesn't Be authentic – start with an authentic brand role. Emoticons- And create your own brand emoticons – this is the vernacular of the next generation