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1
THE ABC OF XYZ
Cristina Ungureanu
Communications Planner, Geometry Global
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GENERATION X
- born in the early 1960s to the early 1980s -
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GENERATION X
First to grow up having a TV
First raised by working mothers
Youth- under many restrictions
Few alternative...
4
GENERATION X
KEY FEATURES
Stability
Centered around family and
home
Tradition-oriented
Optimistic
Solid career
ASPI...
5
GENERATION X
Dove Real Beauty Sketches
Campaign addressing women who are part of generation X
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GENERATION X KEY WORDS
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GENERATION Y
- born in the early 1980s to 1995/2000 -
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GENERATION Y
Largest generation on earth (approx. 2 billion people)
First global generation
First generation to grow up ...
9
GENERATION Y
Unlike their parents, Romanian Gen Yers have the
freedom to express themselves and to do everything
the way...
10
The slash generation: no longer simply defined by their job
title or work responsibilities.
Big idols = common people w...
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GENERATION Y
KEY FEATURES
Economic turmoil
Entrepreneurial-minded
Multi-taskers
Postpone family responsibilities
I...
12
GENERATION Y
Brands trying to start a conversation with Millennials
Unemployee of The Year From the Future Passion Works
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GENERATION Y KEY WORDS
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GENERATION Z
- Everyone born in the late 90s -
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GENERATION Z
First generation to grow up having
smartphones and tablets
First generation able to use technology
before ...
16
GENERATION Z
KEY FEATURES
Connected since birth
Constant state of partial attention
Happier with access than ownersh...
17
GENERATION Z
Campaign targeting Generation Z
Uniqlo HEATTECH
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GENERATION Z KEY WORDS
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X-Y-Z DIFFERENCES IN A NUTSHELL
X Y Z
Buying music online
Making a “haul” video
Calling the bank
Adapted
Alien
Authenti...
20
IN CASE OF A SERIOUS EARTHQUAKE…
Generation X would try to save the children and important
documents (house papers, ID,...
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http://online.wsj.com/news/articles/SB10001424127887324807704579085084130007974
http://www.bbc.co.uk/news/magazine-24...
THANK YOU!
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THE ABC OF XYZ

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THE ABC OF XYZ

  1. 1. 1 THE ABC OF XYZ Cristina Ungureanu Communications Planner, Geometry Global
  2. 2. 2 GENERATION X - born in the early 1960s to the early 1980s -
  3. 3. 3 GENERATION X First to grow up having a TV First raised by working mothers Youth- under many restrictions Few alternatives for the future Had very little access to information Limited opportunities to travel abroad Used to having a great stability Highest appreciation of freedom
  4. 4. 4 GENERATION X KEY FEATURES Stability Centered around family and home Tradition-oriented Optimistic Solid career ASPIRATIONS Acknowledged efforts Maintain their lifestyle in the future Prove they’ve succeeded Work / personal life balance FEARS The future of their children Unemployment Growing healthcare costs See their children emigrate
  5. 5. 5 GENERATION X Dove Real Beauty Sketches Campaign addressing women who are part of generation X
  6. 6. 6 GENERATION X KEY WORDS
  7. 7. 7 GENERATION Y - born in the early 1980s to 1995/2000 -
  8. 8. 8 GENERATION Y Largest generation on earth (approx. 2 billion people) First global generation First generation to grow up having a computer At the borderline between the digital and the pre-digital world Had to learn the transition from offline to online on their own.
  9. 9. 9 GENERATION Y Unlike their parents, Romanian Gen Yers have the freedom to express themselves and to do everything the way they want to. - they grew up having free access to information from all over the world - the paradox of choice: what to study and where, where to live, whether to get married or not –> pressure
  10. 10. 10 The slash generation: no longer simply defined by their job title or work responsibilities. Big idols = common people who realize small, possible dreams. Their life is getting more stressful (finances, cost of living, highly competitive job market). Marriage is still valued, but not essential anymore. Single parenthood is becoming a popular alternative. GENERATION Y
  11. 11. 11 GENERATION Y KEY FEATURES Economic turmoil Entrepreneurial-minded Multi-taskers Postpone family responsibilities Instant gratification ASPIRATIONS Fulfilled passions Prove themselves See the world Make their voice heard Non-isolation FEARS Unemployment Missed opportunities Making the wrong choice No personal life Bank debt
  12. 12. 12 GENERATION Y Brands trying to start a conversation with Millennials Unemployee of The Year From the Future Passion Works
  13. 13. 13 GENERATION Y KEY WORDS
  14. 14. 14 GENERATION Z - Everyone born in the late 90s -
  15. 15. 15 GENERATION Z First generation to grow up having smartphones and tablets First generation able to use technology before they can even talk Content creators since very early ages By 2020, they will be the largest group of consumers worldwide. In Romania: opposite situation (large aging population + decreasing birth-rate)
  16. 16. 16 GENERATION Z KEY FEATURES Connected since birth Constant state of partial attention Happier with access than ownership The most critical shopper ASPIRATIONS Social Good Community organisation Promoting change Entrepreneurship FEARS Climate change Solitary pursuits Online identity theft Bankruptcy
  17. 17. 17 GENERATION Z Campaign targeting Generation Z Uniqlo HEATTECH
  18. 18. 18 GENERATION Z KEY WORDS
  19. 19. 19 X-Y-Z DIFFERENCES IN A NUTSHELL X Y Z Buying music online Making a “haul” video Calling the bank Adapted Alien Authentic Authentic Adapted Adapted Alien Authentic Alien
  20. 20. 20 IN CASE OF A SERIOUS EARTHQUAKE… Generation X would try to save the children and important documents (house papers, ID, bank certificates). Generation Y would post on Facebook / upload a photo of cracked walls on Instagram and count the likes & shares. Generation Z would ask on ask.fm what to do in case of an earthquake. Generation Xer giving advice
  21. 21. 21 http://online.wsj.com/news/articles/SB10001424127887324807704579085084130007974 http://www.bbc.co.uk/news/magazine-24173194 http://online.wsj.com/news/articles/SB10001424127887324807704579085084130007974 http://anxietyindex.com/2013/10/absolut-johnnie-walker-aim-to-inspire-generation-go/ www.fitch.com Photo credits: www.niice.co; muzeuldefotografie.ro; behance.net REFERENCES
  22. 22. THANK YOU!

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