Everyone talks about millennials but what about the ever-connected, multitasking cohort known as Generation Z, aka the iGeneration? Learn the dos and don’ts of designing and marketing products that rise above the clutter to kids and young adults who have digital in their DNA and take technology for granted. A CES 2016 session by Wunderman Global CMO Jamie Gutfreund and iiD Chief Experience Officer Lance Shields. Moderator was MIT Sloan MBA Jeremy Finch.

1. Designing Products for
Genera2on Z

2. Moderator:
· Jeremy Finch, MBA Student, MIT Sloan
Speaker:
· Jamie Gutfreund, Global, Chief Marketing Officer, Wunderman
· Lance Shields, Chief Experience Officer, iiD

3. BOOMERS
GENERATIONS IN CONTEXT
GEN Y
GEN X GEN Z
Jamie @JamieCentral

4. Peer-ents
GEN Y GEN Z
Free Range
Recognition Independence
Coached Self-Starters
Adopters Dependents
Jamie @JamieCentral

5. CPU INVESTMENT
Gen Z’s on the other hand are more likely to be
risk takers but they find security in ownership-
because they know they can sell it down the line.
Gen Ys post recession viewed possessions as
an obliga:on and developed a philosophy and
an en:re “sharing economy” tand became a
genera:on of users vs owners
Jamie @JamieCentral

6. ANCHOR
VS ANCHOR
of Zs want to buy cars and
homes in the future
66% They are savvy with data and research, already
know how to create a brand me and are really
good at leveraging the massive secondary
markets that have emerged. Tradesy etc and
are comfortable with transac:ons
through venmo or paypal
Gen Z will be landlords to Gen Y as renters
Jamie Gutfreund @JamieCentral

7. THE REAL DEAL
of Zs prefer ads with
real people over
ads with celebrities
63%
THE RUKAVINAS
Jamie Gutfreund @JamieCentral
They don’t want perfec:on, They revere average people -
and don’t want brands that promise perfec:on.

8. 1. MAKE IT VISUAL
2. HELP THEM IMPROVE
3. APP-IFY IT
4. ENABLE CHANGE
4 TIPS FOR DESIGNING
FOR GENERATION Z
Lance Shields @lancesh

9. 1. MAKE IT VISUAL
EMOJI
COLORFUL
PHOTOGRAPHIC
SPARSE TEXT
That’s Not Cool campaign
www.thatsnotcool.com
Lance Shields @lancesh

10. 2. HELP THEM
IMPROVE
QUANTIFY
CONTEXTUALIZE
SHARE
From “Respect Effect”
App launching soon
Lance Shields @lancesh

11. 3. APP-IFY IT
FUNCTIONAL
EXPRESSIVE
MOBILE
Lance Shields @lancesh
App sketches by high school students from iiD design
workshops for Respect Effect and I Am a Witness campaigns

12. 4. ENABLE
CHANGE
TAKE A STAND
PRACTICE EMPATHY
BE A LEADER
Lance Shields @lancesh
I Am a Witness Campaign
www.iwitnessbulling.org