Getting to Know Gen Z - School Nutrition · Source2: The Futures Company, U.S. TRU Youth MONITOR...
Transcript of Getting to Know Gen Z - School Nutrition · Source2: The Futures Company, U.S. TRU Youth MONITOR...
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Check your audio connection to be sure your speakers are on and the volume is up.
Archive recording, presentation slides, resources, and CEU information available at:
www.schoolnutrition.org/webinars
Welcome!
facebook.com/SchoolNutritionAssociation @SchoolLunch
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Best of #SNIC16 Series 3 of 3: Generation Z: The Next Generation
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Questions & Answers
• Type your questions into the “Question” box at any time during the webinar
• Questions will be addressed during the webinar and at the end as time allows
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This webinar has an additional step to earning CEU’s.
Part 1: Participate in this webinar.
Part 2:Complete the post webinar quiz. The link will be provided at the end of this webinar.
Earning CEU’s
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Professional Standards CEU’s
This webinar provides one (1) CEU
Key Area: Communications & Marketing - 4000
Key Topic: Understanding Your Customer - 4130
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Today’s Speakers
David Grotto, MS, RDN, LDNSr. Nutrition Marketing Business Partner
Kellogg’s Specialty Channels
Paul Stippich Sr. Customer Marketing Manager
Kellogg’s Specialty Channels
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7Getting to Know Generation Z
Getting to Know
Generation Z
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Let’s Get Social #GenZSocial
Do you understand how your people get social…and how to get social with your people?
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Learning Objectives
• Define why Gen Z is different than other generations
• Understand what food preferences and nutrition opportunities exist with Gen Z
• Apply this knowledge to your day-to-day interaction with your GenZ & Millennial Parent population (and beyond)
• Understand why social media may help connect with Gen Z with your menu
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theyWho are
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Our population diversity is the greatest it has ever been.
Sources: U.S. Department of Census; Bureau, 1850-2000 Decennial Census; Pew Research Center, 2012 Intermarried Couples
CONSIDER!How will this change your approach to food and communication?
Where We Come FromChange in Foreign-Born Population by Region of Birth1
1960 2010
Europe
North America
Latin America
Asia
Other
75% 12%
2%
53%
28%
5%
10%
9%
5%
1%
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12Source: Socialnomics 2015 - https://www.youtube.com/watch?v=jottDMuLesU
Over 50%of the world’s population is
under 30!
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L A R G E, diverse and different…
Anyone born after
1995
83M55% Caucasian
24% Hispanic
14% African American
4% AsianPeople
Largest Demographic
Baby Boomerssince
Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
(26% of the population)
42%
20 and under
The most ethnicallydiverse generation
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of projected population growth from 2015 to 2065
will be driven by immigration to the US
Source: Pew Research Center, Modern Immigration Wave Brings 59 Million to U.S., Driving Population Growth and Change Through 2065; September 2015
88%
A highly diverse population that is increasingly connected
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What are key
differences v. millennials?
Getting to Know Generation Z
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16Getting to Know Generation Z
Source1: Courting Gen Z, National Association of Convenience Stores Magazine, August 2015Source2: The Futures Company, U.S. TRU Youth MONITOR Consumers & Commerce 2014Source3: The Futures Company, Centennials, February 2015
If they splurge on something,
they cut back elsewhere
75%believe saving isimportant plans1
64%consider themselves
“savers” vs. “spenders”2
A generally practical and responsible generation.
Aware of
economicrealities
More likely to plan out success vs. MillennialsWho dreamed big without concrete plans3
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17Source1: Courting Gen Z, National Association of Convenience Stores Magazine, August 2015; Source2: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Gen Z differs from Millennials in many ways.
Utilize up to 5 screens at a time1
Communicate with images1
Communicate with texts1
Utilize 2 screens at a time1
Primarily useFacebook1
Use Instagram and Twitter1
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18Source1: Courting Gen Z, National Association of Convenience Stores Magazine, August 2015; Source2: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Gen Z differs from Millennials in many ways.
Focus on future & work for success1
Create things1 Share things1
Focus on the present and yearn to be discovered1
Care about social responsibility of
brands2
Care about the sustainability of a
brand1
Seek flavor and craveability in
AFH foods2
View health/health halfo as a key driver for AFH
foods and 1
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19Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Social responsibilitymeans more than sustainability.
• Many don’t appear to understand sustainability
• Sustainability isn’t associated with restaurants
Most concerned with social responsibility
• Value is placed on brands with
a perceived social cause
They want to change the world
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preferences?
What are their food
attitudes &
Getting to Know Generation Z
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21Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Snacking is their favorite daypart. Gen Z follows less defined dayparts and frequently skips meals.
Breakfast Lunch Dinner
Snack Snack Snack
44%32%
25%
94% snack between meals at least once a week
Snacking is the least likely daypart to be skipped
20%
Skip breakfast
Skip lunch
Skip dinner
Skip snacking
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22Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Often opt for on-the-go eating options
80%
Retail food purchases
Eating out
65%
40%
44%
19%
QSR
FSR
Grocery Store
C-Store
Vending
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23Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Frequently visit and favor
major QSRs and FSRs
Full Service Favorites
Traditional QSR Brands
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24Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Traditional simple foodsdominate their diet across all dayparts.
41%
Breakfast Dinner
Lunch
Snack
65%
70%
51%
43%
62%
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However, sophisticated flavors, craveability and convenience drive food choices.
• Familiar with a twist
• Sophisticated palates for their age
– Spicy chips, condiments and seasonings
– Blueberry and mango smoothies
• Top retail food consumption drivers:
convenience, speed, easy to eat
Source: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
CONSIDER!What can you add to your menu that is familiar,
yet with a more sophisticated flavor profile?
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26Getting to Know Generation Z1. Mintel, “Marketing to Kids and Tweens – US”, May 20142. Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Food is their favorite good to spend money on.
18%
32%
$16B36%
Spend money on clothes2
Spend money on going out with friends2
Spend money on food and drink2
Of Gen Z’s $43B in direct spending1:
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For younger
Gen Zers,appealing to both the child
and parent is important
Getting to Know Generation ZSource: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015
Only 28%have been influenced into
something new from a commercial
73% of momsclaim their child has significant influence
on food purchases
Family and friends often influence their food choices.
CONSIDER!As a hyperconnected group, Gen Z relies on family
and friends to know what to purchase AND HOW TO THINK ABOUT FOOD
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is expected to grow
Breakfast consumption to grow 8% annually between 2013 and 2018
Source: The Future Of Eating, The NPD Group, April 2014)
Breakfast
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Food Preferences: Gen Z vs. Total Population
SOURCE: NPD
Heat & Eat Lunch/Dinner Entrees
Gen Z
Total Population
-5.0% 0.0% 5.0% 10.0% 15.0%
Salads
Gen Z
Total Population
-10.0% 0.0% 10.0% 20.0% 30.0%
Leafy salad, cottage cheese, other vegetable salad, potato salad, Cole slaw, fruit salad, pasta/macaroni salad
% Change Eatings, 2014-2018
Canned/dry soup, frozen/restaurant pizza, frozen dinners/entrées/sandwich, frozen/restaurant chicken, canned
pasta, meat substitutes
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Quick Assembly Lunches/Sandwiches
Gen Z
Total Population
-5.0% 0.0% 5.0% 10.0% 15.0%
Lunchmeat sandwiches, PBJ, tuna/chicken/ham salad, meal kits (excluding burgers, hot dogs, sausage or Mexican sandwiches)
Combination Dishes
Gen Z
Total Population
-10.0% -5.0% 0.0% 5.0% 10.0%
Lasagna, spaghetti, Hispanic entrees, homemade soup, casserole, chili, stew, Asian dishes/stir fry
Food Preferences: Gen Z vs. Total Population
% Change Eatings, 2014-2018
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31SOURCE: NPD
Mainstream Ethnic Dishes
Gen Z
-20.0% -15.0% -10.0% -5.0% 15.0%
Subset of Combination dishes that includes Italian, Mexican/Hispanic, and Asian dishes.
0.0%
Total Population
RTE Savory Snack Foods
Gen Z
-15.0% -10.0% -5.0% 0.0% 10.0%5.0%
Total Population
Food Preferences: Gen Z vs. Total Population
% Change Eatings, 2014-2018
Potato chips, tortilla chips, snack/multigrain chips, corn chips, pretzels, cheese puffs & curls, crackers, filled crackers, RTE
popcorn, snack mix/party mix, meat snacks, meal kits, string cheese/cheese shapes, muffins, toaster pastry, bagels, frozen snack foods, dips, salsa, salty snack & dip kits, AO alternative
snacks
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Many of the top growing foods are healthy in nature
Foods Incremental Servings
Burgers
Fruit
Mexican (incl. Nachos)
Non-Fried Vegetables
Breaded Chicken Sandwich
Main Dish Salads
Chicken Nuggets
Other Sandwich
Pizza
Yogurt (Non-Frozen) 4,869
6,048
6,931
7,033
12,966
14,746
14,890
20,665
25,534
25,572
* Secondary Schools Excluded Vending
Menu Importance (M.I.) = Servings / Traffic
The NPD Group /CREST OnSite ® / YE Jun 2015
= Healthy Items
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realities?
What are their
health & nutrition
Getting to Know Generation Z
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Good news! Though childhood obesity is still a serious problem, the tide may be turning for Gen Z
Obesity Index: BMIAcross the Generations
Gen Z 15-17
Millennials 18-36
Gen X 37-50
Baby Boomers 51-69
Underweight Normal Overweight Obese
19% 60% 15% 6%
6% 45% 23% 26%
3% 37% 30% 30%
2% 29% 35% 34%
SOURCE: Hartman Report: Gen Z Health and Wellness Study 2015
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35SOURCE: Hartman Report: Gen Z Health and Wellness Study 2015
Gen Z health challenges are different, too!
Dermatological/skin problems 54% 26% 28%
Colds/Flu 51% 6% 45%
Anxiety or stress 46% 11% 35%
Overweight 42% 5% 37%
Aches and pain (head or body) 33% 11% 22%
Fatigue 32% 9% 23%
Depression 30% 8% 22%
Memory/mind health 25% 5% 20%
Cancer 24% 3% 22%
Asthma 24% 11% 13%
Diabetes 23% 4% 19%
Digestive disorders 23% 5% 18%
Food allergy/sensitivity 23% 6% 17%
High blood pressure 22% 4% 18%
Sleep disorder 22% 6% 16%
High cholesterol 21% 3% 19%
Joint pain/stiffness 21% 5% 16%
Heart or cardiovascular concerns 21% 3% 18%
Sensitivity to irritants 21% 3% 18%
Hyperactivity 20% 7% 13%
Total Treating/Preventing
Treating Preventing
Aside from common ailments and skin problems, mental health issues are the most pressing for Gen Z
Top conditions beingTreated (>10%) orPrevented (>20%)
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36HW Gen Z 15 CS
Approaches to eating mimic millennial parents this past year
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But nutrient shortfalls still exist for Gen Z
CONSIDER!Could social media help communicate that your menus help meet shortfall nutrients of concern?
VITAMINS
• A• D• C• E
• Folate
MINERALS
• Magnesium• Potassium• Calcium
• Iron(for teen girls/young women)
OTHER
• Dietary Fiber
Scientific Report 2015 Dietary Guidelines Advisory Committee
SHORTFALL NUTRIENTS
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Select Nutrient Intake6-12 & 13-18 Year Olds (NHANES, 2009-2012)
6-12 Year Olds 13-18 Year Olds
All All
No RTEC RTEC No RTEC RTEC
Energy (kcal) 1927 1909 2138 2155
Fiber (g) 14 15 14 17
Total Sugar (g) 123 128 134 145
Calcium (mg) 984 1142 1044 1266
Choline (mg) 252 238 284 275
Iron (mg) 12 18 12 23
Magnesium (mg) 227 243 251 281
Potassium (mg) 2129 2312 2291 2575
Sodium (mg) 3064 2993 3549 3467
Vitamin A, RAE (mcg) 534 717 492 799
Vitamin C (mg) 71 86 77 87
Vitamin D (mcg) 5 8 5 8
Vitamin E (mg) 7 6 7 8
Significant statistical difference between RTEC & No RTEC
Shortfall nutrients of concern
NO RTEC = No RTEC consumed on recall dayRTEC = RTEC consumed at least once on recall day
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2015-2020 DGA Call to Action for Schools
CONSIDER!Could social media help connect the dots between all places that kids eat?
Healthy Meals and Snacks
Menu Labeling in Cafeterias
Outreach to Parents about Making Healthy Changes
at Home
Nutrition Education
SchoolGardens
PhysicalActivity Programs
ActivePlay
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Gen Z students hear lots of messages about nutrition…but are they credible?
CONSIDER! How can social media be a means for you to inform Gen Z and their
influencers about the nutrition quality of your menus?
Good news: Today’s teens get more education about H&W, especially healthy eating, than generations past.
HOWEVER…Teens get most of this knowledge from school and parents
• Kids tend to echo their parents’ views.
• School influencers may or may not be a credible resource of information
• Health classes, coaches and school programs also make a big impact on teens.
SOURCE: Hartman Group 2015 Gen Z Health Wellness Report
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How do you talk to Gen Z?
Getting to Know Generation Z
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Gen Z only knows a digital world.Digital Natives
• Have grown up in a digital world
• Have continuous partial attention and microtask
• See little difference between digital and physical world
• View life through a digital overlay
• Distrust traditional marketing and want to be engaged
• Prefer to be called people vs. consumers
Getting to Know Generation ZSource: Johansen, Bob. The Reciprocity Advantage: A New Way to Partner for Innovation and Growth, 2015
CONSIDER!The way you communicate with
students to generate interest may need to change.
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43Getting to Know Generation ZSource: Johansen, Bob. The Reciprocity Advantage: A New Way to Partner for Innovation and Growth, 2015
They are constantly connected
Digital NativesBy 2025 everyone 29 or younger will be a
digital native
• Always online unless they choose to
disconnect
VS.
Digital ImmigrantsBaby Boomers, Gen X and Millennials are
digital immigrants
• Offline unless they choose to go online
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44Getting to Know Generation ZSource1: Technomic, Gen Z: Decoding the Behaviors of the Next Generation, September 2015Source2: Seven Emerging Millennial and Gen Z Trends for 2015, Ryan Jenkins, February 2015
You’ll find them online and on their phones.
Strong digital presence
• Consumes information across multiple screens at once
• Often seeks information about brands online
• 15% use social media to interact/learn about brands1
• Look for menu/location information and discounts
• 25% swapped out Facebook in 2014 for newer outlets2
e·phem·er·al
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Mobile communication is key
Getting to Know Generation Z
Source1: Teens and Mobile Phones , Pew Research Center, 2010Source2: 51 Of The Most Interesting Facts About Generation Z, Dan Schwabel, Grail research, July 2014Source3: Courting Gen Z, National Association of Convenience Stores Magazine, August 2015
• 50% send over 50 texts a day1
• 64% somewhat or completely trust mobile apps or texts from brands2
• 79% experience emotional distress when kept away from electronic devices3
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of C&U operators use social media to reach customers82% Facebook | 67% Twitter | 28% Instagram
Getting to Know Generation ZSource: Foodservice Director, The Big Picture, Nov 2015
C&U operators use social media to provide more types of information than all other market segments combined
92% promote special meals and events | 76% post menu items and locations
72% hours of operation | 68% entire menus
55% respond to customer questions/comments
Social media is an ideal place to reach and inform them.
84%EXAMPLE: C&U Operators
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First, let’s understand how we’ve EVOLVED.
38
13
4 3
0
10
20
30
40
Years
Adoption of Media Over Time: Years to Reach 50 Million Users
Source: Socialnomics 2015 - https://www.youtube.com/watch?v=0eUeL3n7fDs
Moore’s Law: Processing power for computers will DOUBLE every two years.
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48SOURCE: BTC
Multiple digital platforms feed today’s media conversation...
1 in 4 Minutes 17.8 Hours/Day Online Buying = $349.1B Mobile > Desktop
28% of all time spent online is spent on social
networks
Millenials consume 17.8 hours of media a
day and it’s mostly content created by
peers. That’s 75% of the day.
Digital transactions have increased 14.2% year on year, a trend
projected to continue. Consumers no longer
designate experientially
between “online” and “offline” ordering.
As of July 2015, 51% of internet
consumption was done through a mobile device.
Desktop was just 42%.We have passed the
tipping point.MOBILE ACCESS 21%
HIGHER.
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…enabling instantaneous connectivity.
CONSIDER! If we use media differently, how should we talk to Gen Z?
SOURCE: Triniti
67%of users have
started a journey on one device
and finished on another
41%of all purchases
start on one device and finish on
another
84%of smartphone users use their phone in store
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Gen Z spends up to 70% of their media
time onYou Tube
We tell media what we believe, see, say and want.
A perfect platform to tell Millennial parents about the quality of
your menus
SOURCE: BTC
1.55B Monthly Active Users
• 1/3 of the internet-enabled world logs in to Facebook at least once a day.
• 1.01B active daily users
400MM Monthly Active Users
• Instagram surpassed Twitter in Q3 of 2015 with MAU
307MM Monthly Active Users
1B Monthly Active Users
• Twitter serves as the primary social channel for conversation, social listening and provides real-time data.
• YouTube is the second largest search engine on the web and serves as a primary video consumption platform.
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51MAU = Monthly Active UserSOURCE: BTC
We tell media what we believe, see, say and want.
2B Videos Consumed Daily
• 100MM daily active users
Fastest % MAU Growth
• 230MM monthly active users
2nd Fastest % MAU Growth
• 100MM monthly active users Pinterest.
Leading the Livestream Race
• The social “space race” of 2015 was a race for livestream supremacy.
• Periscope has emerged as the leader in this critical social technology
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52Getting to Know Generation Z
Short, visual and conversational messages speak to them.
Short MessagesConversational Messages
Visual Messages
?
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53SOURCE: Miguel Medina/AFP/Getty Images
Less words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess wordsLess words Less words Less wordsLess words
Experts caution that businesses attempting
to tap into Gen Z will have to do so with
exceptionally pithy advertising. This is a
generation accustomed to emoji's, hashtags
and six-second Vine videos. So, if businesses
cannot communicate the big picture in just a
few words, they will have lost the attention
of their desired audience.
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54SOURCE: Miguel Medina/AFP/Getty Images
How can you say it with pictures?
Oxford’s 2015 word of theYear was an Emoji!
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55SOURCE: Miguel Medina/AFP/Getty Images
Consider! If you ignore this shift, you may find yourself in a world of …
… and no, not chocolatey, swirly goodness.
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implicationsinsights &
Getting to Know Generation Z
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There are many ways your Gen Z students talk about your school food program!
How do you want them to talk about your program?
Like it or not, you are in the word-of-mouth business
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Today, people are the medium and their words are our currency!
EXAMPLEOne offline WOM impression drives sales at least 5x more than one paid
media impression
INSIGHT: Drive word-of-mouth to drive traffic to kids menus
SOURCE: BTC
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Make sure your messages address 3 core social media pillars
Talk to Gen Z where they talk to each other.
Find the right social networks.
Choose a time during the day or week when you
can respond to the reactions of your post
• Answer questions• Take feedback• Offer ideas
SOCIAL MEDIA COMMUNICATION IS TWO WAY!
Go beyond the menu!
• Find ways to engage GenZ with social causes and events
• Create campaigns and menus around these events
• Prove your relevance following causes and events GenZ follows
RELEVANT RESPONSIVE REMARKABLE
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ASK: Get Social with your Kids!
Examine your school culture• SURVEY: what social network is
most popular students, parents, teachers
Digital Natives Digital Immigrants
Organize a team• Use digital natives!• Make a large enough team to
ensure you can post and respond routinely!
Research social media options that fityour culture and team talent/resources
Best Practices
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Develop content• Pictures• Word thoughtsGET FEEDBACK
Digital Natives Digital Immigrants
Ensure school attorney is aware(and other decision makers)
Review and REMAIN SOCIAL!
Introduce to school communityENCOURAGE THEM TO HELPOWN THE CONVERSATION!
ASK: Get Social with your Kids!
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Promote certain items to increase interest
– Advertise excess items or items that will expire soon
– Offer a discount
Offer online preordering
– Save time and paper
– Get a good picture of daily supply needed
– Give better overall experience by cutting wait time
Source: Foodservice Solution, How Social Media Can Bring More Students Into Your Cafeteria, Aug 2015
Creative useof social media will catch their attention
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Join Jen Lewi, Dave Grotto, Dayle Hayes andPaul Stippich SNA ANC in San Antonio!
They will host a 1 hour NSBW breakout session with the following learning objectives:
Getting to Know Generation Z
• Identify how breakfast fills nutrient gaps for your unique Gen Z population.
• Educate others about the importance of school breakfast as it relates to academic success and public health.
• Apply best practice NSBW social media examples to better deliver the positive news of your breakfast program.
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Thank YOU!
Getting to Know Generation Z
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Type your questions into the “Questions” box and click send.
Questions & Answers
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QUESTIONS?
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Next Step
Please complete the post webinar quiz. At the conclusion of the quiz you will be able to print a CEU proof of attendance.
Take the quiz: https://www.surveymonkey.com/r/GenZQuiz
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Upcoming Webinars:
May 11th – Real World Ethics: The Small Decisions That Really Matter To Your Career
May 18th – TRENDING: What Do Your Customers Want?
May 25th – Looking Ahead: Kick Off the School Year Right by Maximizing the Reach of your School Meals Program
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THANK YOU!
- Archives and CEU information
www.schoolnutrition.org/webinar/archives
- Take the quiz: https://www.surveymonkey.com/r/GenZQuiz
Don’t miss our upcoming webinars!
Visit: www.schoolnutrition.org/webinars