Generation z
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Transcript of Generation z
| G E N Z | 2 0 1 5
MOVE OVER MILLENIALS, IT’S TIME TO TALK TO GEN Z
19 years old and represent 10% of UK population
| G E N Z | 2 0 1 5
THEY ARE TECH ADDICTS
They live in constantly connected digital world where everything and everyone is accessible at the press of a
button.
| G E N Z | 2 0 1 5
THEIR PHONE, THEIR LIFE
They communicate through their phones with bite sized messages, at speed, often with just images and
symbols. A behaviour that is turning them into the ultimate consumers of
snack media.
| G E N Z | 2 0 1 5
MEDIA MULTI-TASKERS
BUT IT COMES AT A PRICE…
They live online, simultaneously sharing details of their lives across
multiple platforms.
Gen Z have always known how to zoom, pinch and swipe.
Neuroscience research now suggests that their brains have
evolved to process more information at faster speeds,
making them more cognitively nimble.
| G E N Z | 2 0 1 5
BUT THEY WILL LISTEN TO BRANDS
28% of Gen Z say they want marketers to reach them online, compared with 16 percent of millennials who feel the same.
They are used to seeing online ads and were never faced with these:
Source: Adage 2015
| G E N Z | 2 0 1 5
THEY VALUE BRANDS IN THEIR LIVES
Of all young respondents characterise brands as
“essential” to them
½
Source: iProspect Gen Z Report 2015
| G E N Z | 2 0 1 5
GIVE THEM: FAME
Gen Z’s entrepreneurial spirit, coupled with the rise of social media and crowdsourcing, means they are more inclined than previous generations to
partner with brands in co-creating new content and experiences.
| G E N Z | 2 0 1 5
GIVE THEM: FUNCTIONAL MARKETING
Generation Z expect a brand’s marketing to add as much value as the product itself.
The Nike Training Club (NTC) is a programme which provides both online workouts via an app and offline workouts via boot camps for women across the world, for
free!
As a brand, they have developed an experience which adds value to consumers and in doing so,
have also created a very powerful marketing tool.
| G E N Z | 2 0 1 5
GIVE THEM: INFLUENCERS NOT AMBASSADORS
67% 37%67% of Gen Z would rather see “real people” (aka their own peers)
endorsing a brand compared to just 37% of Millennials.
| G E N Z | 2 0 1 5
GIVE THEM: HIGH IMPACT VISUALS
Instagram, Vine, Snapchat and the rise of emojis all point towards a culture that is visually lead.
The language their use to communicate has become more graphic. Graphic-driven design will catch and guide their eyes faster than text but don’t patronise.