Gen Z is the largest generation yet at over 76 million people in the US. They value individuality and self-expression. Many feel the current path is unsustainable and want to enact change through activism and politics. Gen Z sees themselves as ambitious and self-made, rather than entitled, and they will redefine what it means to have a job through their entrepreneurial spirit. Brands need to provide Gen Z with inspiration and tools to achieve their dreams through authentic experiences rather than just products.

1. UNDERSTANDING
THE NEXTGENERATION
PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018

2. Gen Z Is The Largest Generation Yet
2017 USA CENSUS ESTIMATES: IN MILLIONS
7.7B globally, by 2019
Gen Z
PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Sour c e( s ) : United Nat i ons / Bl oomber g 2018; US Census 2017
Gen Y Gen X Boomer
69MM66MM
76MM
91MM

3. PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Definitively Undefinable
• Defined by personalities, hobbies, passion, all other things don’t matter, age / job etc.
• 73% believe they need more self expression to live
• “Equality for every man, women and child. Regardless of race, color, creed and sexual
orientation” - 19, Male
Stepping Up to Lead
• Current path is unsustainable (climate, economic, conflict)
• Do not trust those in charge. 62% distrust in corporations and 56% distrust in leaders
• See themselves as Agents of Change: 57% want to get involved in Politics; 66% stand
up for what they believe in even if it is different from family / friends views
• “My Motto is fighting injustice and appreciating my time on earth” - 16, F
• Justice and Activism is a lifestyle for these folks
• Hopeful for the future

4. PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Sour c e( s ) : US Census 2017
Ambitious not entitled
• Success if self made - 95% say they create their own destiny
• Education system has failed them; (Social EQ, Financial Skills, Creativity)
• Ambition + Creativity will drive their success; education has little to do with it
• Entrepreneur mindset
• Reinventing what it means to have a job
Mindful Wellness
• Mental health is of utmost importance (88% agree)
• Gen Z will have the largest impact on wellness
• 61% search for tips on how to ease stress on at min a monthly basis
• Spirituality will play an increasingly important role
• Organized religion is less relevant

5. PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Sour c e( s ) : VICE V oices 2018 - Spi r i t ual i t y
Relationships Rule
• 1 in 10 refuse to settle (enter more dating apps)
• Approach love practically - Disney is not relevant to this generation
• Trust and dedication versus longevity and spending time together
IRL + URL
• Tech is a TOOL not a burden
• Power lies in what they can do with it - Gen Z sees it as a means to help with their
ambition and creativity
• eSports, sharing economy, social media (new platforms)

6. PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Media and Brand are Culture
• We are responsible for helping shape their values
• Need to provide them with inspiration to define themselves
• Need the tools to achieve their dreams and expect it from us
• Need EXPERIENCES not just stuff
• Expected to help change the world
• Brand activism can be a cultural act
• Doing good is now table stakes

7. 3
SUMMARY OF KEY LEARNINGS: WHAT’S RESONATING
• Celebrating individuality, while participating in something bigger (community-building)
• Deep engagement and interaction versus focus on product and selling
• Being part of a lifestyle, not just using a product
• Standing for more than just a product (cause marketing)
• Leveraging brand heritage as a RTB
• Authenticity in marketing and partnerships
• Empowering real people to feel great about themselves

8. 4
KEY VEHICLES FOR MESSAGING
• Instagram
• Snapchat
• YouTube (Bloggers, Tutorials)
• Twitter
• Spotify
• Events & Festivals

9. STARBUCKS

10. STARBUCKS: FAST FACTS
Teens describe it as…
Expensive 52%
Cool 40%
Comfortable 34%
Cozy 33%
Friendly 28%
Creative 26%
Sweet 25%
Energetic 23%
Glamorous 23%
Exciting 21%
More than 20% of
Starbucks orders in
the US are made
using mobile devices
According to
YouthBeat: most popular brand
among teens3rd
Of those teens
who pick it as
their favorite
brand…
95% Agree it is something all my
friends know about
77% Agree it makes me feel like I
am in the know
68% Agree it is a brand my parents
love as much as I do
57% Agree it makes them feel
confident
In 2016 there were
13,172
Starbucks stores in
the US
According to
Starbucks:

11. SOCIAL MEDIA PRESENCE
Starbucks sponsors Snapchat filters and was an early
adopter of running ads between Snapchat stories.
Starbucks relies on user generated content (UGC), like hashtag
challenges, to get followers sharing their own photos with
Starbucks. The best pictures are featured on Starbucks’ feed.
Among
Fortune 500
Companies:
highest
Instagram
following
one of
the 2nd in Instagram
engagement
ratio
1stto
adopt
Instagram1st

12. CELEBRITY ENDORSEMENTS
Many of teen’s favorite celebrities regularly share their love for Starbucks…
With many confusing Taylor
Swift’s lyrics "I've got a long
list of ex-lovers" as
"Starbucks lovers," she
tweeted about it to her 83
million fans. Starbucks
responded with a witty tweet
of its own.

13. A Huge Following
@therealpsl has:
111K followers
34.4K followers
THE POWER OF THE PUMPKIN SPICE LATTE (PSL)
Over 200 million
PSLs have been sold since it was
introduced in 2003, making it the most
popular seasonal beverage ever
Starbucks launched a chat bot on
Facebook Messenger called "The
Real PSL" letting customers chat with
the flavored drink and ask it questions
(similar to Siri/Alexa)
By visiting pslfanpass.com
from their phone, customers
can order PSL’s before their
official release
Happy hour specials from 2-5,
perfect for an after school treat.
Sites like TeenVogue shared
the news of this deal.

14. THE SECRET MENU & GETTING CREATIVE
The secret menu wasn’t
created by Starbucks but
instead came to life
through its loyal fans.
Starbucks has embraced
it however, using
popular recipes as
inspiration. In 2015,
Starbucks offered six
new Frappuccino flavors
made popular by fans.
A contest was
conducted with the
winner, Caramel Cocoa
Cluster, being brought
back in the summer of
2016.
The Secret Menu allows teens to get creative and feel in the know by ordering items that aren’t on the traditional menu.
There are more than 170,000 ways beverages can be customized with different milks, syrups, coffee options, etc.
Recipes for these secret creations can be found online, through apps or through word of mouth. To order, teens must
tell the barista the recipe of the item they want.
Last summer, colorful Starbucks drinks from the secret
menu took over Instagram. According to Spredfast, a
social analytics company, between May 10 and June 26,
users tagged 17,779 Instagram posts with these drinks,
racking up 57,632 comments and 1.3 million likes.

15. SUPPORTING TEENS & YOUNG ADULTS
In 2016, a teen named Sam became known as the
dancing barista after a video of him dancing while
working went viral. The teen, who has autism and a
movement disorder, uses dance to help him concentrate.
It was Sam’s dream to work at Starbucks and when his
manager gave him a chance, he began to thrive. Sam’s
story was so inspiring that he and his manager were
guests on the Ellen DeGeneres Show.
Starbucks’ recent ad highlights the impact it has had
over the past year, including sending 6,535 baristas to
college and hiring 10,000 young people. At an age
when teens are concerned about paying for education
and gaining work experience they know that Starbucks
is a company that can help them pave their way.

16. PARTNERSHIPS AND COLLABORATIONS
For a generation who find
their technology paramount,
Starbucks and Powermat’s
wireless charging stations
give teens the perfect place
to charge their phone while
they hang out with friends
and enjoy their favorite
Frappuccino.
According to YouthBeat, 28% of
teens have listened to music on
Spotify in the past week. Now
the streaming service and
Starbucks have partnered to
help its customers discover
music playing overhead
in Starbucks stores, save
Starbucks-curated songs to a
playlist on Spotify and listen to
Starbucks music anywhere they
go on Spotify

17. KEY TAKEAWAYS
• Starbucks has embraced in-person experiences in a digital world
• Even digital forward advances add to the in-person experience,
such as paying with you phone
Experiences
• Celebrity consumption is “in the wild” versus staged or paid
endorsements
• Presence on social media is more relevant than traditional TV
Authentic
• Successful launches of Limited Time Offers and products to create
events and provide reasons to come back
• Newsworthy and Instagrammable
Limited Time
• Tweens feel welcome at Starbucks. Even if they aren’t getting
coffee, there are plenty of other non-caffeinated drinks and tasty
treats
Start Young!

18. CONVERSE

19. CONVERSE: OVERVIEW
24
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20. CONVERSE: FAST FACTS
Converse was purchased by Nike in 2003.
Sales have skyrocketed since then…
According
to
YouthBeat:
most popular brand
among teens11th
driven by girls who put it at
6th
on their list of favorite brands
most popular brand
of shoes among teens
2nd
5th
Among boys
1 pair of Converse
Chuck Taylor’s
are sold every
43 seconds
2nd
Among girls
According to Converse:
$200 Million
Sales in 2003
$2 Billion
Sales in 2016
Youthbeat, 2017

21. CONVERSE: VISUAL IDENTITY
26

22. BIG IDEA: THE RIGHT CELEBRITIES, NOT JUST
THE BIGGEST NAMES
27

23. BIG IDEA: CUSTOMIZED CHUCK TAYLOR’S
28

24. BIG IDEA: CONVERSE RUBBER TRACKS –
AUTHENTIC CAUSE MARKETING
29

25. BIG IDEA: #FOREVERCHUCK CAMPAIGN PAYS
TRIBUTE TO THE PRODUCT’S TIMELESSNESS
30
The Converse Chuck Taylor All Star is a testament to effortless cool with an impressive history. Transitioning from the athletic
arena to the casual spotlight in the mid-20th century, it has remained a symbol of individual style ever since. Its ubiquitous
presence on the feet of musicians, artists and rebels has ensured that it’s synonymous with counter-culture. Truly, the sneaker
has transcended being just something you wear, and instead become a physical embodiment of the creative spirit.
•
•

26. KEY TAKEAWAYS
• Iconic and retro, the original Chuck Taylors have been around since the 60’s
• Endorsements do not focus on glamorous celebrities or famous athletes, but
more up-and-comers
Authentic
• Brand is associated with music and skating, and less mainstream
• “Social Differentiation” is their badge
• Every teen feels like an outsider and brand appeals to everyone
Counterculture
• Similar to Nike, all prosocial efforts fit their brand purpose and values. As a
result, all cause marketing comes off as authenticProsocial
• Converse shoes come in a huge variety of colors and patterns
• Also similar to Nike, you can customize your shoesCustomization

27. AERIE BY AMERICAN EAGLE

28. AERIE: OVERVIEW
62
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29. AMERICAN EAGLE PORTFOLIO
63

30. AMERICAN EAGLE & AERIE: VISUAL IDENTITIES
64

31. BIG IDEA: #AERIE REAL EMPOWERS WOMEN
TO LOVE THEMSELVES
65

32. BIG IDEA: AERIE HAPPY TOUR BRINGS
EMPOWERMENT TO COLLEGE CAMPUSES
66

33. BIG IDEA: AUTHENTIC CAUSE MARKETING +
INFLUENCERS
67

34. KEY TAKEAWAYS
• Focuses on body positivity
• Encourages girls to be confident and to be
themselves
Authentic
• Taking a page from VS PINK, brand created a
college program to reach younger consumersCommunity
• Similar to other brands that resonate with Gen
Z, brand promotes causes that are tie with the
brand in an authentic way
Prosocial

35. GLOSSIER SOLUTION

36. 105
OVERVIEW
▪ Glossier has a strong following
among Millennials and Gen Z
▪ Brand recently launched its first
product for acne called Solution
▪ Marketed as an “exfoliating skin
perfector”
▪ Utilizes clinicals, Before &
Afters, and testimonials
▪ Response from media and
consumers has been very
positive thus far

37. 106
MARKETING TACTICS*
Solution
Launch
Blogger Leak
Website
Social Media
Testimonials
Clinicals
Before and
Afters
Media
Coverage
Influencers
*Unable to find information on if brand used some of their other
commonly used tactics including in-store and out of home

38. TIMELINE OF SOLUTION LAUNCH
107
12/2017 1/16/18 1/17/18 Ongoing
Glossier Acne
Leak
Member of gTEAM
casually writes blog
post about using
new product called
Solution. Several
media outlets pick
up the story.
Teaser
Campaign
Teaser
messaging on
new acne
product on
brand’s social
media channels
Solution
Launch
Glossier
announces the
arrival of Solution
via email,
website, social
channels, and
blog
Brand
continues to
support the new
product via own
channels,
influencers, and
media coverage
Continued
Support

39. INTENTIONAL
LEAK ▪ Member of gTEAM, Manouska
Jeantus writes an article in Into
The Gloss titled “How to Beat
Acne” in December 2017. She
casually mentions she’s been
using a new Glossier product
coming out in 2018.
▪ Several media outlets pick up on
the fact that Glossier is launching
an Acne product.
▪ The only details are that it’s a
liquid exfoliator.
▪ Excitement starts to build with
fans of brand.
108

40. TEASER CAMPAIGN
▪ Brand teases a new product on
social channels on January 16th,
only one day before launch
▪ Both Instagram and Facebook
share same 2 posts about the
new product: one is a comment
from a consumer and the other
is an image of the back of
package
▪ Name of product is revealed
(Solution) as well as information
that it is a product for acne
109

41. LAUNCH
▪ Solution launches on January
17th
▪ Product is announced via
email to subscribers, social
channels, and website
▪ Solution marketed as an
exfoliating skin perfector with
a blend of three acid actives:
BHA, AHA, and PHA
▪ Active Ingredient is 0.5%
Salicylic Acid
110

42. ▪ Transforms skin in four weeks
▪ Clears acne and blackheads
▪ Smaller pores
▪ Reduced redness
▪ Smoother and softer skin
texture
▪ Brighter and clearer looking
skin
111
INGREDIENTS & CLAIMS

43. CLINICAL DATA
▪ Taking a page from derm brands,
Glossier utilizes Clinical Data and
uses it in its marketing for the first
time
▪ Communicated results in shorter
measured increments: after 24
hours, 1 week, 2 week, 3 weeks, 4
weeks
▪ Two groups: 29 with acne prone
skin and 33 with combination/oily
skin
▪ Brand even shares actual pages
from clinical study on social media
via Instagram stories
112

44. BEFORE & AFTERS
▪ Brand leverages Before & Afters
for the first time
▪ Participants are diverse in gender
and ethnicity
▪ Results are visible and showcase
how quickly the product works (2
weeks and 4 weeks, versus
typical 8 weeks)
▪ Brand continues to share
relatable testimonials and stories
of consumers using the product
and their positive results on
social media via text, photos,
videos
113

45. PRODUCT EDUCATION
▪ Brand focuses on product
education in a fun and
relatable way such as using
analogies, emojis, images,
videos, and stories
▪ Emphasis on educating on
what chemical exfoliation is
and the benefits of active
acids
▪ The brand even shares a
visit to a dermatologist’s
office on Instagram story
114

46. 115
WEBSITE
A departure from how the brand markets it’s other products, the website page for
Solution includes clinical data, Before and Afters, product education, and videos.

47. SOCIAL MEDIA
▪ The brand is known for being
relatable, cool, and really listening
to its consumers
▪ Even though the brand leverages
traditional derm tactics (clinicals,
before and afters, heavy product
education) for the first time, the
marketing for Solution is still
focused on storytelling in a fun
and relatable way on social media
▪ As an example, brand brought
consumers on the product journey
and shared process (for example
the brand shared how the
packaging was developed),
clinicals, product education on
Instagram stories
116

48. MEDIA COVERAGE
▪ Solution is getting positive coverage from a number of media outlets
(likely both paid and unpaid) including: British Vogue, BuzzFeed, InStyle,
Pop Sugar, Cosmopolitan, Real Simple, Elle Magazine, Allure, etc.
117

49. ▪ Mostly very positive
response and reviews
from consumers
▪ Average rating of 3.8
out of 5 stars on
website
▪ Negative reviews are
primarily from
consumers with
sensitive skin
118
CONSUMER RESPONSE

50. KEY TAKEAWAYS
• Brand markets itself as the acne expert and leverages brand strength
to reach new audiencesPositioning
• Brand provided science and derm information in fun, relatable way to
engage consumersEducation
• Brand talked about acne in a realistic way
• Images and videos were not polished and came across as more realAuthenticity
• Brand emphasized quick and visible results through testimonials and
before & aftersResults

51. PRIVATE AND C O N F I D E N T I A L | VICE I N S I G H T S 2018
Thank You