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P R E S E N T E D B Y : M A R K B E A LMonmouth Ocean Development Council

June 19, 2020

ENGAGING GEN Z NOW WITH PURPOSE WILL SET YOU UP FOR BUSINESS SUCCESS IN THE FUTURE

Six Ways To Engage Gen Z Now & In The Future

Gen Z & The Brands They Love

Evolving From Marketing To Engaging

Gen Z Preferred Media & Engagement Platforms

During This Time: Prioritize Purpose Over Promotion & Profit

Today’s Take-Aways & Learnings

M A R K B E A L

AUTHOR: Decoding Gen ZEngaging Gen Z

MARKETER/PR PRACTITIONER:25+ Years Representing Fortune 500

Companies, Brands, Sponsors

PROFESSOR:Rutgers University

300, 400 & Graduate Level Marketing & Public Relations Courses

TOM HANKS CLASS OF 2020 COMMENCEMENT SPEECH TO GEN Z

“You will have made it through this time of great sacrifice and great need, and no one will be more

fresh to the task of restarting our measure of normalcy than you, you

chosen ones.”Tom Hanks

GEN Z: THEIR MOST FORMATIVE YEARS

PRIORITIZE PURPOSE OVER PROMOTION & PROFIT1

EVOLVE FROM MARKETINGTO ENGAGING2

THIS GEN Z PRESENTATION SHOULD SHIFT

YOUR MINDSET IN2 CRITICAL AREAS

PRIORITIZE PURPOSE OVER PROMOTION & PROFIT

EVOLVE FROM MARKETING TO ENGAGING

MARKETING:The action or business of promoting and selling products or services

ENGAGING:To occupy the attention of a person or group of people; to attract attention and interest

“If you are a marketer, media company, employer or academic institution, now is the time to shift your mindset and focus and prioritize effectively engaging Gen Z. If not, you will lose Gen Z employees as quickly as you hire them and if you are a brand marketer, your competition will win over this generation and it will be too late before you win them back.”

—Mark Beal & Michael Pankowski, Engaging Gen Z

EVOLVE FROM MARKETING TO ENGAGING

“We’re using our expertise and brand

power to connect with our young guests,

amplify their voices and support their

great ideas for the future”

Rick GomezCMO, Target

WHO, WHAT, WHEN, WHY GEN Z?

Gen Z By The Numbers1

GEN Z & BRANDSWhat’s Dope With Gen Z?2

SIX WAYS TO ENGAGE GEN ZImmediately Actionable

Recommendations3

3 W A Y S T O G E T W O K EIN ENGAGING

GEN Z

W H Y S H O U L D Y O U C A R E A B O U T G E N Z ?

W H O I S G E N Z ?

“Gen Z is the first generation that swiped before they wiped.”

Jacqueline Parkes CMO, MTV

W H E N W A S G E N Z B O R N ?

Pew Research Center officially declared 1997 as the first year of this cohort

Recent Graduates, Now Working

Current University Students High School Students Elementary & Grammar School Students

Digital Natives

Tech-Smart

Entrepreneurial-Spirited

Experience/Engagement Craving

Community-Minded/Socially Conscious

Purpose-Driven

SIX D E G R E E S O F G E N Z

SIX DEGREES OF GEN Z

Gen Zers are entrepreneurs

experiencing their best life in a digital and

social media world in a purposeful way that

contributes positively to communities

Immediacy/Speed

Personalization/Customization

Community

Purpose

SIX P R I O R I T I E S O F G E N Z

Experiences

Diversity & Inclusion

Source: Gen Z Survey Conducted By Lucid, December 2019

ACCORDING TO GEN ZDIVERSITY & INCLUSION

IS THE TOP-RANKED QUALITY OF A FUTURE EMPLOYER

31% Located Close To Home (1-20 Minutes)

31% Competitive Salary

29% Competitive Benefits

18% Four-Day Work Week

17% Work From Anywhere

11% Work Remotely 1-2 Days Per Week

G E N ZB Y T H E N U M B E R S: MEDIA & ENGAGEMENT PREFERENCES


INSTAGRAM CONTINUES TO BE THE PREFERRED SOCIAL MEDIA PLATFORM FOR GEN Z

37% Instagram

20% Snapchat

8% TikTok (more popular with Gen Z tweens)

WHEN IT COMES TO CONSUMING VIDEO CONTENT

YOUTUBE IS THE LEADING CHANNEL

78% 74% 41%



… AND WHAT KIND OF VIDEO CONTENT IS GEN Z VIEWING?

25% Music

17% Tutorial/How-To (Opportunity to Engage)

17% TV Shows/Original Series

12% Video Shorts (Branded & Unbranded)

11% Movies


YOUTUBE ALSO LEADS THE WAY IN WHERE GEN Z SEEKS NEWS & INFORMATION

Note: 43% of Gen Zers Tune-In To YouTube Several Times A Day

55% YouTube

53% Instagram

40% Snapchat

29% Twitter

AUDIO CONTENT IS ALSO CONSUMED FREQENTLY BY GEN Z

ESPECIALLY MUSIC & PODCASTS

Source: Mark Beal Media Gen Z Online Survey, September 2019ark Beal Media Gen Z Online Survey, September 2019

59%Spotify

25%Apple Music

88%Download

Music

48%Download Podcasts

(Opportunity to Engage)

P O L L Q U E S T I O N

According to Gen Zers, what is the most effective way for a brand to

engage them?

Partner with celebrity online influencers

Sponsored Instagram Posts

Experiences & Events

Snapchat Advertising

@TheIMCCA @UCWeek #CWNY20Source: Mark Beal Media Gen Z Online Survey, August 2019

W H A T I S T H E M O S T E F F E C T I V E W A Y T O E N G A G E G E N E R A T I O N Z ?

Source: Mark Beal Media Gen Z Online Survey, August 2019

W H A T I S T H E M O S T E F F E C T I V E W A Y T O E N G A G E G E N E R A T I O N Z ?

50% Sponsored Instagram Posts

49% Partnerships with Online Influencers

38% Sponsoring Events: Music, Entertainment

38% Branded Content (Video/Photo)

31% Snapchat Advertising

29% Editorial Content on Digital Media Channels Popular with Gen Z

“We say ‘do it for the gram’ for a reason. All of use are seeking to enjoy cool and unique experience to post on our social media channel. Brands and marketers that offer these experiences always get my attention.”

Julianna Nicholson, Montclair State University Class of 2019

I N S T A G R A M A B L E E X P E R I E N C E S

P O L L Q U E S T I O N

Who influences Gen Z the most online?

People who are famous because they are social media stars

Celebrities (Actors, Athletes, Musicians)

Subject Experts (Fashion, Food, Fitness)

Their Gen Z Friends


ACCORDING TO GEN ZTHEIR GEN Z FRIENDS INFLUENCE THEM THE MOST ONLINE

41% Gen Z Friends (Opportunity to Engage)

16% Celebrities (Actors/Athletes/Musicians)

13% Online Celebrity Influencers

10% Subject Experts (Fitness, Food, Fashion)


ACCORDING TO GEN ZTHEY ARE FOLLOWING INFLUENCERS THE MOST ON INSTAGRAM

69% Instagram

39% Snapchat

30% Twitter

25% TikTok


GEN ZERS ALSO SAY THAT ONLINE COMMUNITIES ARE BECOMING MORE POPULAR & POTENTIALLY AN ENGAGEMENT CHANNEL

37% Reddit

31% Discord

G E N ZA N D B R A N D S

Netflix (1997)

Google (1998)

iTunes (2003)

YouTube (2005)

Venmo (2009)

Uber (2009)

W H A T B R A N D S I N S P I R E G E N Z ?

Gen Z: Born During The Same Years As Some Of Their Favorite Brands

Instagram (2010)

Snapchat (2011)

G E N Z T E L L S M O R N I N G C O N S U L T

T H E S E A R E T H E B R A N D S T H E Y L O V E M O S T

Source: Morning Consult, Gen Z’s Most Loved Brands in America 2019

S I X W A Y S T O E N G A G E G E N Z

1

PRIORITIZE PURPOSE:

EARN THE LOYALTY OF GEN Z – THE PURPOSE GENERATION

2DON’T TALK AT GEN Z, ENGAGE THEIR ENTREPRENEURIAL MINDSET: INCUBATORS + INSIGHTS = INNOVATION

3LEVERAGE ALL YOUR ASSETS & ACCESS: GIVE GEN Z THE INSTAGRAMABLE EXPERIENCES THEY CRAVE TO SOCIALIZE

4

TRANSFORM YOUR MEDIA MIX TO ENGAGE THE GEN Z CONTENT SOLAR SYSTEM

5

ENGAGE THOSE WHO GEN Z LISTENS TO & LEARNS FROM: THEIR GEN Z FRIENDS - NANO INFLUENCERS & BRAND AMBASSADORS

6

IT’S ALL ABOUT DIGITAL: MAKE CONTENT & EXPERIENCES ACCESSIBLE, CONVENIENT, FASTER & IMMEDIATE

Ten Gen-Z Tenets

Influence

Greatest Influence In Their

Lives/Online, Their Gen Z

Friends (41%), Well Ahead Of

Celebrities (16%), Online

Celebrities (13%) and Subject

Experts (10%) (Think Student

Ambassadors)

Diverse

Most Diverse Generation Ever,

“Corporate Culture Of Diversity

& Inclusion” Is Top Quality They

Are Seeking In A Future

Employer (36%), More Than

Competitive Salary (31%) &

Benefits (29%)

Engage, Don’t Market

62% of Gen Zers Agree, Most

Effective Way To Market To Them

Is By Engaging Them Via Unique

Experiences, Events & Access;

(Target’s Gen Z Incubator Is Best-

In-Class Example)

Formative Years

Due To The Pandemic, Gen Z Is

Missing Out On Lifetime

Experiences - Graduation, First

Job, Internships, Clubs, Teams,

Freshman Orientation & Worried It

Will Hurt Their

Development/Future

Unprecedented Media

They Consume Media, But

Differently Than Their Parents –

YouTube (79%) Is Most Popular,

Instagram Is Preferred Over

Snapchat & TikTok; Podcasts,

Twitch, LinkedIn Also Play A Role

Entrepreneurial-Spirited

They Are Entrepreneurs

Launching Businesses, Non-

Profits & Communities As Early As

Middle School (Makin’ Lemonade,

A Virtual Lemonade Stand, Has

Raised Nearly $100,000 In 2

Weeks)

Digital Natives/Tech Smart

“Gen Z Learned To Swipe Before

They Could Wipe” It’s All About

Digital – Make Content &

Experiences Accessible,

Convenient, Fast & Immediate

Purpose

Gen Z Is The “Purpose

Generation,” They Will Be Loyal

To Companies Who Prioritize

Purpose & Take Purposeful

Action/Marketing, 69% Will Buy

From Companies That Contribute

To Social Causes (Ad Age)

Personalization/

Customization

Gen Z Love

Brands/Products/Services Like

Spotify They Can Customize

Playlists; They Engage With

Brands/Products/Services They

Can Personalize Based On

Unique Preferences

Community

Online & Physical Communities Of

Collaboration Are Very Important

Where Gen Z Can Connect With

Others Who Share Passions &

Interests – 37% Are On Reddit &

31% On Discord

P R E S E N T E D B Y : M A R K B E A LEmail: [email protected] Development Council

June 19, 2020

Thank You!

THANK YOU TO TODAY’S SPONSOR!

THANK YOU TO TODAY’S SPONSOR! Beal Webinar.pdf · 49% Partnerships with Online Influencers 38%...

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Transcript of THANK YOU TO TODAY’S SPONSOR! Beal Webinar.pdf · 49% Partnerships with Online Influencers 38%...