4. Born 1982 – 1995 1996 onwards
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Our definition:
Generation Gen Y Gen Z
Current age 19 to 32 Up to 18
@Grey101
AKA Millennials
(NB. Millennials sometimes
refers to Gen Y and Gen Z)
Post-Millennials
Digital Natives
iGeneration
Gen Next
5. Gen Y and Z born into different worlds
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@Grey101
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
7. It’s the first global generation
https://www.youtube.com/watch?v=qypKjzUOhBM
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8. The first ‘caring generation’ ad
https://www.youtube.com/watch?v=uaWA2GbcnJU
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9. The first Branded generation
“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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• 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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10. The first Diverse generation
https://www.youtube.com/watch?v=cBC-pRFt9OM#t=92
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11. 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
Source: JWT
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12. The first visual generation (The
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YouTube generation)
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13. 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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17. Making your snackable content visual
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• Photos or images with text
overlays
• Mini graphs, tables or charts
• Snack-o-graphics
(or mini infographics).
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19. Social media is not all the same
Natural affinity with ‘short-term’ messaging platforms
– Snapchat, Whisper, Secret
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20. Look at tie ins with Vloggers
5,600,000 followers!
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21. Remember your audience has an
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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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22. Think viral (easier said than done)
https://www.youtube.com/watch?v=pyV57QlGUGI
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24. Speed up communications
(physically and culturally)
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• 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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25. Remember, they will research you
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- Talk to them as adults
- Make everything
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searchable
- Make sure
communications are
honest
27. 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
#talentbites
• Adept researchers – they will check everything
• They are self-branders
• Human connections more important than ever
@Grey101
A group of individuals of similar ages whose members have experienced a noteworthy historical event within a set period of time
has to involve the individuals in their young age
a distinctive consciousness is dependent on the pace of social change
members of a generation are internally stratified (by their location, culture, class, etc.) – they are not totally homogenous.
Large
More ethnically diverse than previous generations
Multiracial children the fastest growing youth group – 50% increase in the multiracial youth population since 2000 (to 4.2 million)
400% increase in multiracial marriages (Black and White) in the last 30 years (with a 1,000% increase in Asian-White marriages) (Sparks & Honey)
More educated
In the UK, the proportion of all 16–64-year-olds holding a degree or higher-level qualification has doubled in the last 20 years – to over 20% – whereas in this time the proportion holding no educational qualification has more than halved (CIPD Megatrends)
Hyper-aware and concerned about man’s impact on the planet
Intend to change the world – determined to ‘make a difference’, 26% currently volunteering
Have a conscience – 48% care about helping poor and sick, 80% support same sex marriage
Want to play a hands on role on change
Believe change can and should come from anyone anywhere, expect constant innovation and little patience for sacred cows
Being ‘Truthful’ (by a landslide) is seen as the most desired trait in a Gen Z best friend, followed by being Genuine, Sociable, Mature and Humble
10,574 people aged 16+ in 29 markets:
According to U.S. Census projections released in 2008 (the most recent data), only 54 percent of them are Caucasian—and that will drop to less than 50 percent by 2042
93% visit YouTube regularly
Work hard to grab attention
Be succinct and clear – use 5 word sentences, bullet points, engaging headlines
Snackable content
Content that is easily consumed at a glance.
It is also highly shareable and can easily cross social platforms and drive traffic.
Featuring a simple image that illustrates a key point, or provides a how-to example or a tip or quote straight from your post, makes your blog post so much more shareable and ready to pinned to Pinterest
Rather than larger infographics, smaller graphs, tables or charts can be embedded into a post to illustrate the same point.
These types of images are also easily shared to Pinterest, or Facebook or even LinkedIn. They encourage readers to share a key concept or “part” of your whole post, leading readers back to your blog from other social media platforms.
Sometimes bloggers want to illustrate a single point and back it up with data – if you have created an image that helps to explain that data well, then others are likely to share and reference to it in a whole range of related blog posts.
Dan Zarella does this very well over on his blog. Dan is known as “The Social Media Scientist” for good reason. He breaks down data and research into relevant, shareable graphs and tables – all to help marketers better understand social behaviour (from a data-backed position).
It makes sense then that Dan’s posts have a lot of “data” in them. But he doesn’t take us to Boredom Town with it. Oh no.
Instead, he cleverly breaks that data up into smaller “snackable” images that help to illustrate his point. They are also highly shareable as shown in this excerpt from his blogpost:
These can be a stand alone image or a series of images that are taken from a larger infographic.
Develop a wide range of video content
Consider encouraging followers to submit pictures and video (i.e. crowdsourcing images)
Make everything sharable
Facilitate sharing (eg use of # on Twitter)
Listen and respond to their opinions and ideas (social listening is important)
Create communities
Enhance and Enable Curation
What does Generation Z care about? Finding and sharing the best stuff in the world. They aren’t just consumers, they are curators. They not only discover brands and products but they evaluate them with brilliant objectivity, sift through them, and share the results.
Please a Generation Z-er with your particular product or service and you’ll earn your biggest supporter. As a result, marketers need to make it easy to share what their Gen Z customers love. From Facebook “Likes” to branded tweets to Polyvore’s brand expression collages, it’s never been easier to share your opinion online.
Don’t stifle conversation, nor attempt to control conversation about your products — encourage it. There will be bad along with the good, but it will be authentic. This transparency will ultimately contribute to the long term success of your brand. Regardless, promoting an “open brand” ethos will lead to better informed and more passionate curators.
Ready or not, Generation Z is here, and they are the future. I, for one, am thrilled to have a front-row seat as we watch them change the world before our very eyes.
Reality #1: Generation Z was born to share.
Sharing has a different meaning to Zs, who are used to operating in a web of connected friends, media and entertainment. When they hate the plot of a TV show, or love a new video game, they don’t call up their friends. They put it online through Facebook posts, tweets, personal blogs, Instagram pics … the list goes on.
And, because Zs know they have a powerful voice, they’re more demanding of brands. Don’t like the design of the new Air Jordans? Generation Z will be the ones who tell Nike exactly how they feel.
How to Respond: It’s essential that listening and fast response are key tenets of your community management strategy. Simply by listening to user comments, answering questions or sharing feedback, Gen Z will feel you’re a brand who cares.
To encourage them to share, make sure you’re creating content that Zs enjoy. A fun brand voice, engaging content and incentive to share is a winning combo
Viral can be all sorts of things – videos, competitions, images or great info
Here’s one we did earlier:
Go viral. (Easy to say, hard to do.)
Video is a fantastic way to reach Generation Z. Teens, however, don’t care about a new low price on a particular good or service. If they want that information, they will visit your website.Instead, social video sharing should be clever and/or funny. Case in point: I asked 10 older teens to name as many insurance companies as possible. They responded with Progressive, Geico, and a few with 21st Century Insurance. Very few named any of the other top providers like Nationwide, probably because their campaigns haven’t been attention-grabbing enough for this demographic. Remember: If you think something is corny, so will the consumer. Be mindful of what you consider funny.
In terms of demographics, Generation Z is more ethnically diverse than any other generational cohort. According to U.S. Census projections released in 2008 (the most recent data), only 54 percent of them are Caucasian—and that will drop to less than 50 percent by 2042. (If that sounds like a long time from now, it’s actually fewer years than those that have passed since Journey’s “Don’t Stop Believin’” was a No. 1 hit!) Not only do the faces of those in Generation Z look different, but their social circles are also more diverse.
This ethnic diversity and openness means that what constitutes “American” food is changing, and that ethnic tastes and foods will become even more mainstream. Also, the lines between ethnic menus are blurring, and Generation Z will want—and expect—more mash-ups combining multiple ethnic influences.
Accstomed to rapid-fire banter and commentry (also not precise communicators and leave a lot of room for interpretation
Drawn to social media which disintegrates and self-destructs, They suffer from FOMO (fear of missing out) – so being culturally connected is critical
Talk to them as adults
Make everything searchable
Make sure communications are honest
Respond to negativity
Short Attention spans - the 8-second consumer (attention span 12 seconds in 2000). 32% abandon a site between one and five seconds
Audience has an audience
Not passive recipients of brand messages ie there behaviours result in instantaneous influence ie as soon as a brand communication is made live it will immediately come with a publicised reaction. Some contribute to share their knowledge, others just like to share their opinions with others. 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. Only 31% of those who contribute to websites do so in order to feel good about themselves, and even fewer do so to show that they are smarter than others (14%).
Adapt researchers – they will check everything (52% use YouTube or Social Media for typical research assignments)
Valuing human connections more than ever. The highly engaged parenting, teaching and counselling approach to the young accelerated dramatically from Y to Z. Zers are less likely to resist authority relationships than Gen Yers did and as we have seen look to influencers for advice
They are self branders
They live diversity
Social media has demolished all barriers to communicating about brands and products. If you can write, you can share, and Generation Z is all about sharing.
Some contribute to share their knowledge, others just like to share their opinions with others. 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. Only 31% of those who contribute to websites do so in order to feel good about themselves, and even fewer do so to show that they are smarter than others (14%). The top two reasons for contributing are that doing so is entertaining and fun (70%) and that they like to learn new things (64%).