Der rasante technologische und wirtschaftliche Wandel der letzten Jahre konfrontiert Brands heute mit einer neuen Generation von Konsumenten: Die Reset Generation ist anspruchsvoll, fordernd und gleichzeitig mächtig. In einer weltweit durchgeführten Studie hat sich die Mediaagentur Initiative auf die Suche danach gemacht, wie Marken dieser Generation begegnen sollten.

1. The Reset GenerationA truly global look at the next generation of consumers
worldwide study by

2. The Reset Generation
A truly global look at the next generation of consumers

3. We interviewed nearly 10,000 people across 19 markets
3
US
Canada
Mexico
Argentina
Brazil
Chile
Colombia
Thailand
India
China
UK
Germany
Poland
Italy
Turkey
Russia
Saudi Arabia
Egypt
UAE
Initiative revisited its study of this generation four years later to understand how their lives have changed.

4. Three key conclusions (and what to do about them):
4
The ability to adapt is their one indispensable life skill –and the filter through which they see the world.
The way they use technology foreshadows how marketing should evolve.
They will judge brands they way they have been judged –by creativity.

5. 5
The ability to adapt is their one indispensable life skill — and the filter through which they see the world.

6. The recession may be over in many countries, but the majority of this generation experienced major setbacks.
6
28%
23%
36%
21%
Of this generation have experienced job loss
Had to take a second job to get by financially
Have had their income reduced
Delayed moving out of their parents house due tolack of funds
28%
Less than a third have come through the recession without major setbacks

7. Key implications for marketers:
7
They want all the trappings of adulthood –they’re not kids anymore.
Never underestimate price sensitivity.
They will think long and hard about any purchase decision that requires commitment.
They will deeply appreciate your brand’s ability to show empathy for their life circumstances.

8. 8
The way they use technology foreshadows how marketing should evolve.

9. Their lives have been inextricably linked to massive technological change.
9
Facebook and us, we grew up together.
Bernard, Dubai

10. Reset Generation: Just because they can’t do without technology doesn’t mean they’re not always disappointed by it.
46%
44%
16%
Get uneasy if they can’t get online
Say they are addicted to their devices
would call their smartphone INNOVATIVE
Global coverage
8%
would call their smartphone RELEVANT
Only
Only

11. The Reset Generation are completely convinced that online research is the most powerful source of opinion
11
Online you can see many reviews from all over the world. It’s interesting to see what everyone thinks about a brand. If you take only the opinion of your friends…your friends are similar to you and will have the same opinion. These days everyone is connected around the world.
Youmna, Beirut
There's no way that my neighbor knows more than the collective intelligence of online reviews, so why should I trust them more? Plus, if they had an opinion, they should have shared it online.
Eliza, Chicago
You can put as much research into a topic that you're interested in and research it to death. I only have so many friends who will listen to me go on and on about which Breville blender I want and why I'd like to get it and not the Vitamix.
Charmaine, Toronto
With less disposable income, I want to make sure I am making the best, most informed decision, especially on higher priced items, or something like a vacation. With all the free information out there, it doesn't make sense to not look into.
Janine, New York

12. Online research has taught them the power of their own voices in influencing purchases.
12
53%
Have made positive comments
23%
Have made negative comments
28%
Have made neutral comments
68%
Have made product comments online

13. Key implications for marketers:
13
Build plans from the smartphone out, in terms of how Reset will experience your brand.
Identify and seize white space where your brand can overcome #TECHFAIL.
View your brand reviews through a global lens.
Taking cues from social, transparency and open collaboration are key to building a stronger Reset brand.

14. 14
They will judge brands they way they have been judged –by creativity.

15. Is it any wonder that they prize creativity as a key attribute in their favourite brands?
15
Trustworthy
Creative
Intelligent
Authentic
Confident
The top 5 brand attributes globally

16. But what does creativity mean for them in terms of brands? It can mean simple aesthetics, dialed up by social media…
16
I think in general aesthetic has become a huge part of our lives these days with Instagram and Facebook.
Kelsey, Chicago
One thing I notice is how mandatory it is to be aesthetically appealing now. Being ugly is about as bad as being non-functional.
John, Los Angeles

17. It can be empathy, and the emotional connection that comes with understanding and dialing up relevance.
17
I think creative brands are those who really understand me, to show sympathy. For me, that’s the final decision to buy. Does this brand get me?
Michael, Hamburg
When a brand is creative, it has the ability to find different ways to bring value to consumers and be relate-able to people. No slogans or storyboards are truly new; what makes one brand better than another is relevance.
Amanda, Dallas

18. The Reset Generation understands how difficult it is for brands to continue to innovate.
18
Being creative doesn’t mean you have to invent the first new thing in the world. If a brand can twist and find new use for something that is already available, that is called creative.
Jeop, Bangkok
Now in the world of advertising / communication all of it has been said and more. People stop to pay attention only to those communications that are able to break the routine and emerge into the chaos of advertising
Clizia, Milan

19. But most of all…creativity is for them the ability to take risks in an intensely competitive environment. 19
Essential creativity ties into how brands connect with consumers and what kind of risks brands are willing to take.
Francis, London
Creative brands are also daring; they are not scared to try new things and do notfocus on a potential failure. They are focused on their success.
Eye on the prize, always!

20. They ask of brands what they have been asked: be adaptable, be creative, never settle, give back.
20
Speaking up and contributing new ideas is much more valuable – even if they differ from the norm. Especially if they differ from the norm.
Carrie, Los Angeles
Our generation is not allowed to "lie down", it is necessary to evolve, update every day ... not only in the world of work, but in life every day.
Chiara, Milan
Being creative and innovative is the very essence for successful survival.
Abhijeet, Delhi
I think that Millennials are pushed to be more creative in their career choices because of their own desires (they want to do a job that gives back, that gives them satisfaction other than money, that allows them to feel creatively satisfied).
Eliza, Chicago

21. Key implications for marketers:
21
Being a creative brand doesn’t have to be a revolution – even minor adaptations are welcome.
Small more frequent steps are easier to manage – particularly if they’re undertaken with input from the Reset Generation.
If you engage with causes, align them to your brand’s higher purpose and commit to them long term. Resetters have an unerring sense of authenticity.

22. 22
The Reset Generation has adapted to a level of uncertainly and choice never before experienced. Their trust is shaky at best.
If you show empathy for their life circumstances, in your ability to adapt to their lives, that will go a long way to becoming their favourite brand.

23. 23
This group is easily the most digitally mature generation yet. Watch for how they use social media to give you cues how collaboration and collective experiences can evolve the way you to go market.
Be alert to fill opportunities when technology (inevitably) disappoints.

24. 24
Your brand will be judged by your ability to take risks in what they completely understand to be a competitive environment. Take a page from how they succeed: adapt, dare, create, don’t settle, give back…and eyes on the prize!

25. Dankeschön
Barbara Klinser-Kammerzelt
| Head ofFastBridge
| barbara.klinser@fastbrige.at
find FastBridge Austria on