Who are Generation Z and how do you market to them?
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Graeme Wright, Director of Strategy at Havas People, gives us an introduction to Generation Z, their importance and how to market to them.
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Who are Generation Z and how do you market to them?
- 1. Marketing to Generation Z #talentbites Graeme Wright Director of Strategy, Havas People @grey101
- 2. #talentbites
- 3. #talentbites Our definition: Generation Gen Y Gen Z Born 1982 – 1995 1996 - 2012 Current age 19 to 32 Up to 18 AKA Millennials (NB. Millennials sometimes refers to Gen Y and Gen Z) Post-Millennials Digital Natives iGeneration Gen Next
- 4. #talentbites
- 6. These are broad and sweeping generalizations, just like when we say, "America chose Barack Obama as president in 2012" even though nearly half of American voters wanted Mitt Romney. The White House doesn't go unoccupied because of a lack of unanimity, and the same principle applies to this analysis (Rob Asghar) #talentbites
- 7. GENERATION Z – SOME FIRSTS
- 8. It is the first global generation #talentbites https://www.youtube.com/watch?v=qypKjzUOhBM
- 9. The first ‘caring generation’ • Intend to change the world – determined to ‘make a #talentbites difference’, 26% currently volunteering • Have a conscience – 48% care about helping poor and sick, 80% support same sex marriage • Believe change can and should come from anyone anywhere, expect constant innovation and little patience for sacred cows (The Intelligence Group )
- 10. The first ‘caring generation’ #talentbites Young People believe large brands must assume greater responsibility in solving today’s global economic and environmental challenges. (Chivas)
- 11. The first ‘I can see the value of brands’ 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.’ #talentbites
- 12. The first generation not to notice #talentbites diversity
- 13. The first connected generation Over half of 16-22 year olds surveyed would rather give up their sense of smell than an essential tech item (JWT) What makes this the first ‘digital generation is not so much how many people are using technology it is the central role it plays in people’s lives #talentbites Source: JWT
- 14. The first visual generation (The YouTube generation) #talentbites
- 15. First multi multi-media #talentbites Generation
- 16. The worried generation ‘First generation worse of than their #talentbites parents’ Source: JWT
- 17. MARKETING TO GENERATION Z
- 18. Grab their attention #talentbites
- 20. Making your snackable content #talentbites visual • Videos and Vines • Photos or images with text overlays • Mini-graphs, tables or charts • Snack-o-graphics (or mini-info graphics).
- 21. Think about YouTubers #talentbites
- 22. Make visual platforms key #talentbites channels •
- 23. Remember your audience has #talentbites an audience 60% like to share their knowledge with others and 55% say they like to share their opinion with other
- 24. A great viral recruitment ad (sort #talentbites of) http://www.youtube.com/watch?v=4YMD6xELI_k 16,000,000 views
- 25. World’s Toughest Job #talentbites https://www.youtube.com/watch?v=HB3xM93rXbY 22,000,000 views
- 26. Speed up communications (physically and culturally) #talentbites • 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
- 27. Social Media is not all the same #talentbites Natural affinity with ‘short term’ messaging platforms – Snapchat, Whisper, Secret
- 28. Think about natural diversity #talentbites http://vimeo.com/99549248
- 29. Remember they will research #talentbites you • Talk to them as adults • Make everything searchable • Make sure communications are honest
- 30. Maintain the human element #talentbites
- 31. Marketing to Generation Z: What you need to consider They are different Be proud of your brand Think about your brands purpose How can you use new technology in marketing and the workplace Embrace the global nature of the generation There are better ways to market to them • The 8-second consumer (attention span 12 seconds in 2000) • Think ‘snakable’ and visual • Flex your messaging for your media • Not passive recipients of brand messages s • Adept researchers – they will check everything • They live diversity • Human connections more important than ever #talentbites
Editor's Notes
- 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)
- cumulative cultural adaptation
- The caring theme (and its impact on Social entrepreneurialism) is also investigated in a report by Chivas with Ipsos MORI, which interviewed 1800 young professionals (YPs) in Mexico, Brazil, China, UK, US, and South Africa (although the research focused on young people generally (born 1982 to 2004) as opposed to Generation Z specifically).
- Nearly half of all young respondents characterize brands as “essential” to them Sixty percent of young respondents consider brands to be “an important part of the creative content online.” 10,574 people aged 16+ in 29 markets:
- A generation that does not think about diversity because it is an inherent part of their DNA - https://www.youtube.com/watch?v=cBC-pRFt9OM#t=92 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
- ‘They don’t know how technology actually works, only that they can’t live without it’
- 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.
- 5,600,000 followers!
- 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
- Twitch is the world's leading video platform and community for gamers. More than 45 million gamers gather every month on Twitch to broadcast, watch and chat Ustream provides video streaming services to more than 80 million viewers and broadcasters, can be intergrated with Facebook and Twitter 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
- 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%).