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FUTURE GENERATION Z: A LOOK AT THE FUTURE
1. KEY CHARACTERISTICS 2. WHAT SHAPED THEM 3. IMPACT OF SOCIAL MEDIA 4. GEN Z AS SHOPPERS
AGENDA
A group of individuals born from the mid 90s to 2000s that includes todays kids and teens.
WHO ARE THEY?
TECH-SAVVY
WELL-INFORMEDTECH-SAVVY
SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL
SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL
COLLABORATIVE
SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL
COLLABORATIVE
DIVERSE
They’ve always had information at their fingertips.
WHAT SHAPED THEM?
They’ve always had information at their fingertips.
They’ve always had social media.
WHAT SHAPED THEM?
They’ve always had information at their fingertips.
They’ve always had social media.
They’ve always been able to communicate with brands.
WHAT SHAPED THEM?
INFORMATION AT THEIR FINGERTIPS
8 second
attention span
Brains reward for going task-‐to-‐task
8 second
attention span
INFORMATION AT THEIR FINGERTIPS
Solu+on: Frequent Snackable Content
Brains reward for going task-‐to-‐task
8 second
attention span
INFORMATION AT THEIR FINGERTIPS
=
So…Facebook is a lame obligation.
Parents
THEY’VE ALWAYS HAD SOCIAL
CONNECTING WITH FRIENDS
SMS Texting WhatsApp Snap Chat
Instead, they connect via private social apps.
THEY’VE ALWAYS HAD SOCIAL
Use public social to create rather than share.
THEY’VE ALWAYS HAD SOCIAL
Social isn’t just social, it’s how they operate.
Social
Connect
Create
ResearchRecognition
Inspiration
SOCIAL IS MORE THAN JUST SOCIAL
Brands used to influence consumer desires.
Brand
COMMUNICATION WITH BRANDS
Brand
Brands used to influence consumer desires.
COMMUNICATION WITH BRANDS
Brand Consumer
Brands used to influence consumer desires.
COMMUNICATION WITH BRANDS
Now consumers influence brand growth.
Brand
COMMUNICATION WITH BRANDS
Brand
Now consumers influence brand growth.
COMMUNICATION WITH BRANDS
Brand Consumer
Now consumers influence brand growth.
COMMUNICATION WITH BRANDS
Brand Consumer
Now consumers influence brand growth.
ModCloth “Be the Buyer”
COMMUNICATION WITH BRANDS
CHANGE IN SHOPPER JOURNEY
See Buy
See Buy Aspira@onal Browsing
THEN
NOW
5-POINT PATH TO PURCHASE
FINDING OUT
Aspira@onal Browsing
BROWSING DECISION MAKING
BUYING SHOW & TELL -‐ -‐
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1 2 3 4 5
FINDING OUT Make products visible on all platforms
1
Instagram Tumblr Polyvore Pinterest
SOCIAL MEDIA SCANNING
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Digital and physical availability
BROWSING 2
Google Search Digital Scrapbook Price-‐checking compe@tors
Physically Interact with Product
DECISION MAKING 3 Make products comparable, enlist influencers
YouTube Reviews Peer Opinion Price-‐Tracking
BUYING 4 Price products competitively and reasonably
In-store Online store
Bargain Websites
Second- hand
Ebay/Amazon
FIND THE BEST DEAL
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BUYING 4 Price products competitively and reasonably
In-store Online store
Bargain Websites
Second- hand
Ebay/Amazon
FIND THE BEST DEAL
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Shop via Social
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SHOW & TELL 5 Shareability and continued communication
Haul videos
#NewClothes
Branded sharing
Need Affirmation
?
SHOW & TELL 5 Shareability and continued communication
Haul videos
#NewClothes
Branded sharing
Need Affirmation
Using your product to create
SO WHAT?
Looking for patterns in which stage they drop off the pathway can help diagnose the problem, and gives the opportunity to optimize
the product or campaign.
FUTURE THANK YOU.
