How Cool Brands Stay Hot @ T-group recruitment event
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The document discusses generational differences between Generation Y and older generations in their attitudes towards work, authority, and loyalty. It notes that some criticize Generation Y for having short attention spans, not working hard, and lacking respect for authority and company loyalty. However, others argue that Generation Y values work-life balance more and is passionate about caring about their work. The document also examines Generation Y attitudes towards authenticity, uniqueness, and prioritizing self-fulfillment and happiness.
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How Cool Brands Stay Hot @ T-group recruitment event
- 7. //Template 1 • Tekst “Gen Y has a short attention span and can’t work hard. All they do is surf on Facebook and listen to their iPod.”
- 18. //Template 1 • Tekst “Millennials have no respect for authorities. You simply cannot manage them.”
- 21. “Let us take your son or daughter off your payroll and put them on ours” //Template 1 • Tekst
- 25. “The Reflexive Generation” SELF WORK LIFE
- 26. //Template 1 • Tekst “Millennials have no respect for authorities. You simply cannot manage them.”
- 29. //Template 1 • Tekst “They don’t know company loyalty and don’t want to pay their dues.”
- 30. //Template 1 • Tekst ‘if you are going to work as hard as we do, at least do something you care about’
- 35. //Template 1 Give them your tasks, • Tekst they will love it ! Gives you time to work on other to do’s
- 37. 10 Commandments Have Faith in yourself Respect your parents Be honest Take responsibility for your own life Live life to the full and be passionate Keep your promises Work hard to succeed but not to detriment others Be tolerant of other’s differences Be happy & optimistic, even in adversity Create, don’t destroy (yourself, others, the earth, values) Hans (Mozes) uit Zele, Gen Y’er
- 39. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 41. Cool
- 42. Cool
- 43. //COOL = 0.38*Original Cool
- 45. //COOL = 0.20*Popular Cool
- 47. #146 Cool
- 48. Cool
- 59. //iBlog, therefor I AM Real
- 61. Cool //Template 1 ①Act, don’t tell • Tekst ①Innovate and surprise ①Friends are the COOL filter
- 63. Real //Template 1 • Tekst Insert movie Adidas
- 65. //Authenticity for Generation Y Real
- 66. Real
- 68. Real
- 70. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you? Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
- 74. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 80. Unique //Michael stole the moonwalk from David… //Template 1 • Tekst
- 81. // who stole it from Marcel Marceau //Template 1 • Tekst
- 85. Unique //Uniqueness by stealing from other industries //Template 1 • Tekst
- 89. Unique //Template 1 ①Sustain your unique proposition & style • Tekst ①But adapt to the changing environment ①Not forgetting about your core audience
- 91. Self
- 92. Self
- 97. Self //Template 1 ①Don’t offer products, support lifestyles • Tekst ①Never use tribes on the outskirts ②Vary & combine different passion points
- 100. Happy
- 103. Happy
- 104. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorced Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
- 106. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorced Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
- 107. Happy
- 113. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 115. Happy //Template 1 ①Deliver gratifications, not just pleasures • Tekst ①Don’t use negative emotions ①Happiness is the new rebellion