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Marketing to Generation Z

Graeme WrightDirector of Strategy, Havas People

@Grey101

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Our definition:

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Generation Gen Y Gen Z

Born 1982 – 1995 1996 onwards

Current age 19 to 32 Up to 18

AKA Millennials

(NB. Millennials sometimes refers to Gen Y and Gen Z)

Post-MillennialsDigital NativesiGenerationGen Next

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Gen Y and Z born into different worlds

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What’s new for Gen Z?• Post-communist and increasingly

liberal societies

• Global terrorism, financial crisis and climate change

• Multi-generational households and new parenting styles

• Web 2.0 and mobile technology

• Reality TV and talent shows

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Generation Z – some firsts

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It’s the first global generation

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https://www.youtube.com/watch?v=qypKjzUOhBM

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The first ‘caring generation’ ad

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https://www.youtube.com/watch?v=uaWA2GbcnJU

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The first Branded generation

• Nearly half of all young respondents characterise brands as “essential” to them

• 60% of young respondents consider brands to be “an important part of the creative content online.”

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“Young people want to be able to rely on brands to make their lives better and to help them stand out from the crowd. It’s a relationship built on mutual interests and trust.”

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The first Diverse generation

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https://www.youtube.com/watch?v=cBC-pRFt9OM#t=92

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Source: JWT

The first Digital generation

Over half of 16-22 year olds surveyed would rather give up their sense of smell than an essential tech item

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The first visual generation (The YouTube generation)

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The worried generation – first generation worse off than their parents

58% describe themselves as very or somewhat worried. About what?

Source: JWT

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Marketing to Generation Z

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Grab their attention

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Snackable content

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Making your snackable content visual

• Photos or images with text overlays

• Mini graphs, tables or charts• Snack-o-graphics

(or mini infographics).

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Make visual platforms key channels

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Social media is not all the same

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Natural affinity with ‘short-term’ messaging platforms – Snapchat, Whisper, Secret

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Look at tie ins with Vloggers

5,600,000 followers!

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Remember your audience has an audience

The top two reasons for contributing are that doing so is entertaining and fun (70%) and that they like to learn new things (64%).

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Think viral (easier said than done)

https://www.youtube.com/watch?v=pyV57QlGUGI

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Think about natural diversity

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Speed up communications (physically and culturally)

• Look at live streaming media e.g. FaceTime, Skype and bigger live streamers such as Twitch and Ustream to share video content

• Put more emphasis on speed of communication

• Look to connect marketing with current trends and events

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Remember, they will research you

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- Talk to them as adults- Make everything

searchable- Make sure

communications are honest

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Maintain the human element

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Marketing to Generation Z: What you need to consider

• The 8-second consumer (attention span 12 seconds in 2000); 32% abandon a site between one and five seconds

• Think ‘snackable’ and visual• Not passive recipients of brand messages – among those who

contribute to websites, 60% like to share their knowledge with others and 55% say they like to share their opinion with others

• Adept researchers – they will check everything• They are self-branders • Human connections more important than ever

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Anyone doing it well?

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http://vimeo.com/99549248

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