The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing 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.
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Project Glass is a research and development program by Google to develop an augmented reality Head-Mounted Display (HMD). The intended purpose of Project Glass products would be the hands-free displaying of information currently available to most Smartphone users, and allowing for interaction with the Internet via natural language voice commands. These glasses will have the combined features of virtual reality and augmented reality. Google glasses are basically wearable computers that will use the same Android software that powers Android Smartphone and tablets.
The emergence of Google Glass, a prototype for a transparent Heads-Up Display (HUD) worn over one eye, is significant on several levels. It is the first conceptualization of a mainstream augmented reality wearable eye display playing out in a viral marketing campaign. Google Glass will enable us to capture video, let us interact with personal contacts, and navigate maps, amongst other things. It has been provocative enough to scare both Apple and Microsoft, who had been issuing patents for augmented reality products of their own . However, most salient of all is the way Google Glass is framed in media as the brainchild of Sergey Brin, the American computer scientist of Russian descent who co-founded Google. Brin is also celebrated in online articles as a real life “Batman,” who is developing a secret facility resembling the “Batcave”. This paper argues that Glass’s birth is not only a marketing phenomenon heralding a technical prototype, it also suggests and speculates that Glass’s popularization is an instigator for the adoption of a new paradigm in Human- Computer Interaction (HCI), the wearable eye display. Glass’s process of adoption operates in the context of mainstream and popular culture discourses, a phenomenon that warrants attention.
Google Glass is as futuristic a gadget we’ve seen in recent times. A useful technology for all kinds of people including handicapped/disabled.
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.
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Project Glass is a research and development program by Google to develop an augmented reality Head-Mounted Display (HMD). The intended purpose of Project Glass products would be the hands-free displaying of information currently available to most Smartphone users, and allowing for interaction with the Internet via natural language voice commands. These glasses will have the combined features of virtual reality and augmented reality. Google glasses are basically wearable computers that will use the same Android software that powers Android Smartphone and tablets.
The emergence of Google Glass, a prototype for a transparent Heads-Up Display (HUD) worn over one eye, is significant on several levels. It is the first conceptualization of a mainstream augmented reality wearable eye display playing out in a viral marketing campaign. Google Glass will enable us to capture video, let us interact with personal contacts, and navigate maps, amongst other things. It has been provocative enough to scare both Apple and Microsoft, who had been issuing patents for augmented reality products of their own . However, most salient of all is the way Google Glass is framed in media as the brainchild of Sergey Brin, the American computer scientist of Russian descent who co-founded Google. Brin is also celebrated in online articles as a real life “Batman,” who is developing a secret facility resembling the “Batcave”. This paper argues that Glass’s birth is not only a marketing phenomenon heralding a technical prototype, it also suggests and speculates that Glass’s popularization is an instigator for the adoption of a new paradigm in Human- Computer Interaction (HCI), the wearable eye display. Glass’s process of adoption operates in the context of mainstream and popular culture discourses, a phenomenon that warrants attention.
Google Glass is as futuristic a gadget we’ve seen in recent times. A useful technology for all kinds of people including handicapped/disabled.
L'oreal Presentation from the Supply Chain Insights Global Summit 2018Lora Cecere
Presentation by L'Oreal on the future of Supply Chain at the Supply Chain Insights Global Summit 2018. L'Oreal is a Supply Chains to Admire award winner for the period of 2016-2019.
Traditional retailers are under serious pressure by new online players like Amazon, Zalando and Alibaba. This presentation introduces the concept of hybrid retail, as a way for traditional retailers to effectively build a digital strategy that could really work?
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
L'oreal Presentation from the Supply Chain Insights Global Summit 2018Lora Cecere
Presentation by L'Oreal on the future of Supply Chain at the Supply Chain Insights Global Summit 2018. L'Oreal is a Supply Chains to Admire award winner for the period of 2016-2019.
Traditional retailers are under serious pressure by new online players like Amazon, Zalando and Alibaba. This presentation introduces the concept of hybrid retail, as a way for traditional retailers to effectively build a digital strategy that could really work?
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
Over recent years schools have tried, and often struggled, to understand how to work effectively with the 'millennial' generation. Now a new, and very different, generation is entering the workforce.Generation Z, GenZ or the iGeneration, have grown up in a time of crises; whether financial, social, political or medical. But they have also been brought up and educated during a period of unprecedented technological development. These factors have shaped their understanding of the wider world and, consequently, their expectations of the workplace.This presentation will examine the factors and experiences that have shaped Generation Z and some of their perceptions about work. It will look at the ways in which schools can attract and retain Generation Z and the opportunities that their understanding may provide.
"Epistemological and ideological clashes in research and policy around children and childhood" presented by Jo Boyden of Young Lives, University of Oxford at plenary session of ICYRN 2015 Conference, Cyprus
Green Templeton College, University of Oxford, 2016: Emerging market populations have never been younger and may never be larger.
Over one billion young people (aged between 10 and 24) live in Brazil, China, India, Indonesia, Mexico, Russia, South Africa, Turkey and smaller emerging markets. India has over 700 million and China more than 500 million people under 30. This offers huge potential to harness their energy and creativity by engaging them in productive activities.
Participants in the symposium on Young People and the Future of Emerging Markets concluded that governments’ failure to understand the mind sets of young people, master intergenerational communications and take measures to preserve the planet for future generations is extremely short sighted.
The Emerging Markets Symposium brought together over 50 international experts and graduate students from 20 emerging market and high income countries. Hosted by Green Templeton College on 7-10 January, the symposium was designed to ensure its conclusions were grounded in the insights and priorities of young people.
Welcome back to The Generation Edge series, our monthly magazine exploring the identity, values, and lifestyle of the post millennial generation. People born after about 1995, the eldest of which are 19 now. We call them Generation Edge.
In this edition we explore Gen Edge's rebellious attitude. This is a generation that fully intends to speak out and shake things up. But it's not rebellion as we know it - Gen Edge has redefined it...
Creating Something Out of Nothing: Social Media in the Nonprofit SectorRebecca Gordon
We all know of organizations that have used social media to dramatically impact their connections with the people they serve and potential donors. This presentation focuses on how to build relationships with social media in the nonprofit sector.
Slides by Graeme Byrd and Scott Stein used for a Portland State University Masters in Nonprofit Management course about using technology and social media to engaging millennials in fundraising and philanthropy. Nov. 2012
Using Audience Intelligence to Architect a Content StrategyZeno Group
This eBook we created to help you navigate the world of audience data and intelligence. We gives actionable advice on how to use this data to inform content, editorial, paid media and media relations.
How to Reach B2B Buyers with Influencer Marketing in 2020Zeno Group
In this eBook, we break down the importance of influencer marketing for B2B brands, we analyze the topics and trends that are relevant to B2B buyers, and summarize the differences between organic influencer engagement and paid influencer activation and why it’s important to do both.
A Historic Moment: The Values Shift in Pandemic AmericaZeno Group
Zeno Group has long been committed to understanding the human condition – the hopes, fears, and values that influence behavior – with our study of generational values known as The Human Project. Based on our new research, we know American values are shifting in ways not seen in more than a decade and reminiscent of past periods of economic and social upheaval, such as the Great Recession and Great Depression. Americans are reappraising what matters.
Here is an up-close look at this values shift and what it means for communicators and marketers. Learn which values are rising fastest among Boomers, Millennials, Gen Xers and Gen Z. And hear why ‘Gen C’ is unlikely to mirror any of the generations who have preceded them.
COVID 19 Media Analysis & Audience IntelligenceZeno Group
Media intelligence and audience analysis that highlights the top publications writing about COVID 19 and the people that are talking about Corona Virus on social media.
Our analysis uncovered 7 distinct and unique audiences that driving the online discussion about Blockchain.
This audience was created based on conversational data of social profiles using the following keywords: Blockchain & Cryptocurrency.
Forbes Contributors Audience Analysis 2020Zeno Group
Our analysis uncovered 6 distinct and unique audiences that contribute to and/or write for Forbes.
This audience was created using bio search with unique self-identifiable key phrases including Forbes AND journalist, contributor, columnist, reporter and editor.
Our analysis uncovered 6 distinct and unique data scientist sub-audiences. This audiences were created using bio search with unique self-identifiable key phrases like data science and data scientist.
Audience Analysis: Artificial Intelligence 2020Zeno Group
Our analysis uncovered 9 distinct and unique audiences that are driving the online discussion about artificial intelligence.
This audience was created based on conversational data of social profiles using keywords like AI, Artificial Intelligence and #ArtificialIntelligence.
Cloud Access Security Broker CASB: 2018 Media & Influencer AnalysisZeno Group
2018 media and influencer analysis of the Cloud Access Security Broker CASB industry. #cybersecurity #communications #SaaS #EnterpriseSoftware #cloudsecurity
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
2. 2
THE HUMAN PROJECT™
A global research study and strategic
methodology that connects brands and
organizations with people. In 2016, The
Human Project presents an intimate portrait
of global youth and young Millennials, a
generation of men and women who wield
powerful influence and are vastly different
than previous youth generations. The
challenge for brands and organizations to
swiftly connect with these influencers is large
and complex.
5183 Youth, Young Millennials and Parents
were studied across six countries:
US, UK, China, India, Australia and Canada
3. THE HUMAN PROJECT
A Global Study
POPULATION
STUDIED
US Canada China India Australia UK
1549 641 1033 798 593 569
Total Global Sample for Human Project 2016 = 5183
ZENO GROUP +
CEB ICONOCULTURE
3
1557
PARENTS with
children 13-18 years
old in the household
DEMOGRAPHICSMARKETS STUDIED
3626 YOUTH
interviewed
In most cases, USyouth were used asa benchmark to compare youthin Australia, Canada, China, India and the UK.
4. GLOBAL YOUTH = YOUTH + YOUNG MILLENNIALS
4
A large proportion work some
sort of job (> 40%)
The majority of Global Youth
are students (> 60%)
Born between 1991 and 2001
(14-25 YRS OLD)
5. WHY THEY MATTER
* Based on the most conservative projections for each country
2015 POPULATION PROJECTIONS*
14 TO 25-YEAR-OLDS
2.9M 4M 190M 234M 7.4M 42.9M
PERCENTAGE OF HOUSEHOLDS WITH KIDS AGE 13-21
THAT ARE UPPER MIDDLE CLASS OR HIGHER
65% 67% 71% 36%87% 55%
NOTE: In China and India, sample resemblesinternet populationand thus skews toward a more affluent demographic 5
6. Events Defining A Generation
2004 to 2015
2004 Madrid subway bombing; Facebook launches (worldwide 2005); tsunami; Web 2.0
2005 London transit suicide bombing; Angela Merkel becomes first female German
chancellor; YouTube launches; Hurricane Katrina
2006 Twitter launches; Saddam Hussein is executed
2007 Global economic downfall; iPhone and Kindle launch
2008 Barack Obama is elected US president
2009 Swine flu; Michael Jackson dies
2010 Chilean miners trapped; Wikileaks; BP oil spill
2011 Arab Spring; Occupy movement; Osama bin Laden killed; Fukushima Daiichi nuclear
disaster; Steve Jobs dies
2012 Michael Phelps/London Olympics; Hurricane Sandy
2013 Prince George born; Edward Snowden; LGBT rights; Pope Francis; Mandela dies
2014 World Cup; oil prices crash; Ebola; ISIS; Russia annexes Crimea
2015 Caitlyn Jenner; iWatch; California drought; Marriage Equality Act; Iran deal;
Charleston; Europe refugee crisis; earthquakes in Nepal; continued ISIS threat
Paris + CA bombings
9. Influencing disproportionately;
unprecedented openness/voice;
determined to change the world
9
UNIQUE
INFLUENTIAL
THEY ARE OUR FUTURE
Values/behaviors; born on the web,
masters of platform; first post-
globalization gen; multicultural, embrace
multiple perspectives.
By 2024, 50% of Gen WE will work in jobs
that don’t exist today. Worry current
economic conditions will spoil their
future.
10. UNIQUE:
Rapid Teaming (vs ‘Tribes’), More:
vocal/outspoken, experimental, curious/open
to new experiences + people with diverse
backgrounds, gender agnostic. Less: idealistic
CELEBRATE: INDIVIDUALITY NOT DIVERSITY
• Self-aware, savvy, creative,
compassionate, brave
• Inherited parent’s pragmatism
• Value aware: sense own family’s
economic power
• More committed to equal opportunity for
all + common person’s voice.
• Social responsibility is the new religion
13. Having “voice,” making a
mark, being unique,
making a difference
Success in life, creating
change, understanding
who they are in the larger
world
Being asked for and
sharing opinion
Raising awareness of
issues that affect kids
most
Having an outlet for
creativity, enriching
experiences
HOPES
Not being heard or taken
seriously
Their future; waiting until
adulthood to realize dreams,
boredom at work/stuck in
job
Bad economy will spoil their
future
Losing family/loved ones;
having a life that is not
better than parents
Not being connected/part
of the whole
FEARS
13
15. YOUTHWIELD POWERFUL INFLUENCE:
One Youth Voice = Unprecedented Change
THE NEWLEADERSHIPPARADIGM:
Redefining TheDefinition and Role of a Leader
FRIENDSHIPBUILTON VALUES:
FriendshipsDefined By Shared ValuesvsInterests
TECH + THELOVE/HATEPARADOX:
Youth Have A Unique Relationship With Tech
YOUTHAREHEALTHAWARE, GUIDEDBY BALANCE
“Otherwise I’mHealthy” Prevailing Attitude
HAPPINESS REDEFINED, THENEW WE/Z ‘HAPPY EQUATION’
Happiness= Balance + Success+ Purpose
A BRAND CALLED, “ME”
Youth vs Brand AsStatus Symbol
YOUTH + YOUNG MILLENNIALS:
Seven Global Truths
15
1
2
3
4
5
6
7
16. Global youth have unprecedented influence over family decisions
that were once exclusive to grownups; this is a defining behavior
of a new global generation.
CULTURAL NUANCE: Voice vs Vote
• Youth in Western markets accept this as a given.
• Youth in China and India highly stressed the importance of being included and consulted.
16
TRUTH 1 – Youth Wield Powerful Influence:
One Youth Voice = Unprecedented Change
My kids are more
involved in ourfamily
decisionsthan I was
when I was a kid
78% 61%
My family spendsmore
time togetherhaving
fun than I did with my
family as a kid
67%
I’m closerwith my kids
than my parents were
with me
17. • Driven by distinct attributes: mature, gritty,
brave, creative, change agents
• Changing the dynamic of the family:
influence + family time
• India youth pushing up against tradition and
maintaining duty and pride
• New rules for brands
• One youth voice = millions of voices of
change
ON INFLUENCE
17
18. TRUTH 2 - The New Leadership Paradigm
Redefining The Definition And Role of a Leader
PARENTS:
• Jump to categorizing kids into leaders vs. followers.
YOUTH:
• New definition through positive encouragement and
guidance vs command and control: “A leader makes a
difference in the world.”
• Likely product of more collaborative parenting style.
# 65
# 75
# 70
# 68
# 76
1
92
RANK
18
Global youth reject traditional, top-down mode of leadership
in favor of a lead-by-example, collaborative model.
“A leader should have clarity and confidence on how to pursue goals.
A true leader is one who can face any kind of situation in life, have
strong problem-solving abilities and have the courage that will let
people look up to him/her.
- Gopika, female, 17, India
19. ON LEADERSHIP
19
• Emphasis on what leadership should be
used for vs roles/positions
• Leader = stands up for personal principles,
acts ethically, effects social change, cares
for people, fights injustices
• “A leaders brings people together to get
things done, takes action, changes the world
for the better.”
• Today’s youth don’t see themselves as
“leaders”: spirit is individualistic, each youth
voice/action drives change
20. TRUTH 3 - A Friendship Built On Values
Friendships Defined By Shared Values vs Interests
WHAT DO YOUTH VALUE IN FRIENDSHIPS?
PARENTS SAY:KIDS SAY:
20
CULTURAL NUANCE:
India family-centered culture elevates the importance of traditional family
values, even in friendships.
Parents perceive proximity, convenience, shared interests as key drivers;
youth build friendships through values, morals, ethics, beliefs and priorities.
21. • Friendship is evolving: deeper connections
around trust, honesty, loyalty, shared
success markers
• Strong sense of identity; the influence of
peer pressure is starting to fade
• No tolerance for intolerance
• Brands as ‘best friends’: connect through
shared values
ON FRIENDSHIP
21
22. TRUTH 4 – Tech + The Love/Hate Paradox
Youth Have A Unique Relationship With Tech
• Staying in touch
• Instant access to
information + education
• Multitasking + Time
management
• Time consuming
• Promotes FOMO
• Data streaming limitations
THINGS YOUTH LOVE ABOUT TECH THINGS YOUTH HATE ABOUT TECH
(BESIDES DISTRACTION)
22
• Alwaysavailable and
versatile
• Instant entertainment
• Increasesproductivity
• Addictive
• Safety and privacy issues
• Interfereswith relationships
Tech empowers and enables… until it doesn’t. High awareness of when tech
is supporting larger goals and when it’s working against them.
23. • Doesn’t hold same “magic” vs other gens:
first post-tech gen to abandon tech for
other activities
• Make connection between overuse and
health (led from the East)
• Distraction biggest drawback: FOMO +
JOMO still exists (more prevalent outside
US)
• Parents feel pride in what tech brings to
household: no more pester power
ON TECHNOLOGY
23
24. TRUTH 5 – Youth Are Health Aware, Guided by Balance
“Otherwise, I’m Healthy” Prevailing Attitude
24
SIGNIFICANT COUNTRY VARIATIONS:
• CHINA: Highest ranked value of 92
• INDIA: Top 10 value
• AUSTRALIA: Mid-range
• US, UK & CANADA: Lower resonance
“BOTH/AND”: Health is a key focus and indulgence still
characterizes youth.
“Unlike their parents, who focus on a promotion and a better salary,
young Chinese in cities value peace of mind, good sleep, a healthy
diet and a happy family more.”
- Si, CEB Iconculture cultural fluent, China
June 2015
1
92
RANK
#1
#24
#18
#10
#26
#30
25. • Worry about health + work hard to
maintain; fear of losing parents
• Expert in “both/and”: parents acknowledge
smart choices/maintaining balance
• “Otherwise, I’m Healthy” prevailing attitude
• Traditional “diets” out: fast food is guilt-free
favorite/not enough exercise but awareness
leads to action
ON HEALTH
25
26. *India the only outlier; balance defined differently
SUCCESS
I feel better about myself
when I achieve a goal
BALANCE
I define my own balance:
equal parts fun, work,
wellness
PURPOSE
I am driven to reach the
goals/dreams most
important in my life
+ +HAPPINESS =
TRUTH 6 – Happiness Redefined, The New WE/Z ‘Happy Equation’
Happiness = Balance + Success + Purpose
26
# 1
# 2
1
92
Rank
# 9
# 13
# 19
# 20
BALANCE
IS THE KEY TO HAPPINESS
*
27. • Feel happy when they succeed, but
success is balance: first youth gen to
expertly self-regulate
• Happy = informed + connected + achieving
goals + feeling good mind/body +
indulging + practicing prudence + choosing
own life of purpose
• Look at future through (more) practical,
less idealistic lens
ON HAPPINESS
27
28. YOUTH VALUES + BRAND VALUES
MEANINGFUL CONNECTION
TRUTH 7: A Brand Called “ME”
Youth vs Brand as Status Symbol
28
• There is a major shift in attitude toward brands. Global youth are passionate for brands that help to
build/enhance/make better their OWN PERSONAL brand.
• “ARE YOU MY BEST FRIEND?”: brands/organizations must understand the mindset and personal goals
of this youth generation.
29. ON BRANDS
U.S. YOUTH GLOBAL YOUTH
29
QUALITY AND PRICE “MAKES A BETTER ME” ETHICAL/SOCIAL PRACTICES
REASONS FOR CHOOSING (OR AVOIDING) A CERTAIN BRAND
30. • Amplify their voice: make them feel special,
help to make their life better, build their
personal ‘brand’
• Create a memorable, personal experience;
be there when it counts, know what your
promise is and deliver on it (be authentic)
• Acknowledge them as an influencer: involve
them, give them a job to do, let them be
your advocate
• Know what they’re interested in, what their
issues are, what they’re learning about
• Have a heart, be kind to them and their
friends
CONNECTING WITH GEN WE
30
31. EMPLOYING THE HUMAN PROJECT™
The Brand Humanizer tool
helps brands articulate their
own values in a way that is
relevant to human values and
then provides an analysis of
where brand values and
human values converge and
diverge.
A signature Zeno approach
to solving clients’ pressing
business challenges with
research and insights at the
core of our process.
A personalized, values-based
approach to research that
uncovers insights that matter.
Fueled by communities,
custom primary + secondary
research analysis and
strategic/creative solutions.
31
THE HUMAN PROJECT transcends traditional IP, employing tools that
deliver bespoke brand solutions.
BRAND HUMANIZER BRAINFOREST WORKSHOPSCUSTOM RESEARCH