Get Ready for GenZ - 22squared Brand Strategy

22squared © 2017. All Rights Reserved.
GET READY FOR GenZ

The most diverse generation to date:
76% Caucasian, 24% Hispanic, 15% African American,
6% Asian or Other
54.6 MM
17% of the population
WHO IS GenZ?
ages 9-21 (born between 1995 and 2007)

WHY THEY MATTER NOW
Estimated
$44B
in purchasing power
In 2017
40%:18+
(22 million)*

THEY’RE NOT TOMORROW’S
CONSUMERS. THEY’RE TODAY’S.
46% ARE RECEIVING
AN ALLOWANCE
51%
AGREE THEY COULD
CONVINCE THEIR PARENTS
TO BUY WHAT THEY WANT
AND
RIGHT NOW, THEY’RE BUYING
EVERYTHING FROM ICE CREAM
AND SHOES TO GROCERIES
AND CARS.

CURRENT LABELS SPEAK TO THEIR
HYPER-CONNECTIVITY
BUT THESE NAMES IGNORE A MUCH GREATER TALENT ...

CHAMELEON GENERATION
THEIR SUPERPOWER IS THEIR ABILITY TO ADAPT
MEET THE
22squared © 2017. All Rights Reserved.22squared © 2017. All Rights Reserved.

Weaned on iPhones, YouTube, and Social Media Entrepreneurial (Digital, Uber, AirBnB, Tesla)
THEIR CONNECTED WORLD IS
CONSTANTLY EVOLVING

I CONTROL WHAT
SCREEN IT’S ON,
WHO SEES IT, AND
HOW QUICKLY
IT DISAPPEARS.”
“

“Would you put your ethnicity in a social media profile?”
41%
“yes”
GenZ
Of
51%
“yes”
Millennials
Of
5%
12%
More than 2X as many GenZ "prefer not to say"
their ethnicity in a survey vs Millennials.
THEY SHIRK ETHNIC
CLASSIFICATION

THEY HAVE
MORE THAN ONE
SOCIAL IDENTITY
OF GENZ HAVE 2 OR MORE
INSTAGRAM ACCOUNTS
4%
(WHY? TO SEPARATE THEIR INTERESTS,
AND TO LIKE THEIR OWN PHOTOS.)
OF MILLENNIALS HAVE 2 OR
MORE INSTAGRAM ACCOUNTS
20%

THEY GAME THE SYSTEM ON SOCIAL
“I HAVE GONE SOMEWHERE
JUST TO CHECK-IN/SNAP”
“I HAVE FAKE-BOOSTED
MY OWN LIKES”
36% of GENZ
28% of MILLENNIALS
Yes
30% of MILLENNIALS
Not telling46% of GENZ
Yes Not telling

3xmore likely than 22 to 35 year
olds to watch “how-to” videos
62%would like to try their hand at
lots of things in their careers
THEY’RE TRAINING TO
BE HIGHLY ADAPTABLE

RESULTING IN
MULTIPLE PERSONALITIES
They describe themselves as almost 4 distinct personas at once. Such as:
“Artist,” and “Athlete,” and “Bookworm,” and “Music Fan.” GenZ says, “I am all of these things.”
3.7

WITH CERTAIN UNIFYING VALUES
56% support same-sex marriage,
57% support Black Lives Matter
(vs 43%/47% of Millennials)
TOLERANT
63% prefer to “create
collaboratively” vs 55%
of Millennials
COLLABORATIVE
46% consider themselves part
“Artist” vs 23% of Millennials
CREATORS
72% would rather find something
new than find what’s popular
EXPLORERS

SO WHAT?

HOW TO WIN WITH GenZ
LET THEM PLAY WITH THE MESSAGETRY TARGETING DIFFERENTLY INCLUDE ALL IDENTITIES

TRY TARGETING DIFFERENTLY
Target against behaviors and context, not demographics. Programmatic media
couldn’t have come at a better time. Gone are the days where demographics and
single behaviors could predict future actions. GenZ’ers consume in the moment, and
we need to listen and adapt to their needs and interests as they change colors.
FOCUS ON POWERFUL GROUPS, NOT UNIVERSE SIZE:
When you want to build the loyalty of your best customers, put a finer point on your look-alike
targeting, because one GenZer isn’t really like the next, and they want a personalized experience.

LET THEM CONTROL THE MESSAGE
Allow them to self-select their interests and products. Instead of scripting their
options in an “if you like this, do this” format, give them choices. Support the
schizophrenia and have the variety and flexibility to meet changing needs.
LET THEM USE THEIR SKILLS:
GenZ is quickly able to do much more than we can. Take them on an adventure with the
creative to build more engaging content.

INCLUDE ALL IDENTITIES
Err on the side of tolerance; they do. They grew up in an age of black presidents,
marriage equality, anti-bullying and tolerance as a moral baseline. As a marketer,
siding with the underdog is a popular story, but embracing and empowering
diversity is an even bigger one.
SHIFT AWAY FROM CREATIVE CENTERED ON GENDER:
For those times when a broad audience is key, don’t limit the messaging by assigning gender to the
target. GenZ doesn’t care. Why should you?

GET READY FOR GenZ
CONTACT US at www.22squared.com
RESEARCH BY:
David Yeend, VP Strategy Director
Saya Heathco, SVP Director of Strategy
(Methodology: 22squared surveyed 509 Gen Z’ers aged 13-21 and 205 Millennials aged 22-35 across the U.S. in October 2016.)

Get Ready for GenZ - 22squared Brand Strategy

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