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Generation Z Presentation (UNC-CH JOMC 272)
- 2. Who They Are • Born 1996-2007: • 9-19 years old • Most Diverse Generation • 55% Caucasian • 24% Hispanic • 14% African American • 4% Asian
- 3. What They Believe Reality Perfect Life • No more “American Dream” • Need to be Connected • Experimental
- 4. Why They are Important• U.S. • 26% of Population • $44 Billion to Spend • Worldwide • 2 Billion People • Loyal
- 5. How Brands Target Them• Consumer experience focus • Pop-up Shops • Concept Shops • Online focus • Information Matters • Active & Meaningful Presence
- 6. Pop-up Shops
- 7. “Set in a 2000 square foot store located in Manhattan’s 10th Ave. retail corridor, STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store.” Concept Shops
- 9. Information Matters "It's not about going to the mall. They're shopping digitally, remotely and physically. They're just constantly looking.” - SapientNitro • Practical • Quality & Value Conscious
- 10. Active Social Presence• 81% Use Social Media • 93% Youtube • 26% Twitter • 26% Google+ • 17% Instagram
- 11. • Do any of you have a Gen Z sibling? • Do you notice any difference in their approach to social media or with their selection of brands? • Do things like Pop-up/concept stores interest you? • What do you value most in a brand? Questions
Editor's Notes
- No more “American Dream” Gone are the days that faking it will work. They can smell a fake person/brand from a mile away.--- Advertising must come across as honest. Value in connections Whether virtual or online They're practical and value-conscious, having watched their millennial siblings struggle to find work and move out of their parents' homes. With more information than any generation before them, they do their homework to find the best quality at the right price. Very experimental and always looking for something new. And once they find something they like, they're loyal and they like to share.
- They're practical and value-conscious, having watched their millennial siblings struggle to find work and move out of their parents' homes. With more information than any generation before them, they do their homework to find the best quality at the right price. Very experimental and always looking for something new. And once they find something they like, they're loyal and they like to share.
- Gen Z may be the most socially savvy group marketers will ever meet, with 81% of teenagers on social media. 93% of Gen Z say they visit YouTube at least once a week, and 54% visit the site multiple times throughout the day. Gen Z also uses Twitter (26%), Google+ (26%), and Instagram (17%) on a weekly basis, but less often. With mobile-only, disposable media networks, brands need to create shorter form content — whether it's a video or an animated image — that is tailored to each social platform. Ogilvy NY did a great job creating meaningful connections to its audience. People are interested in brands that truly care, not brands that just donate to charities. Colin Mitchell, Ogilvy WW Head of Planning, believes we are in a world where brands need “to give, to get.” Gen Z agrees.