How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations. References: The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/

1. Marketing through the
generations
By
Hetvi Kamdar
For
PURPOSE STUDIOS

2. BABY BOOMERS
1946-1964
GEN X
1965-1980
GEN Y
1981-1996
GEN Z
1997-2012
Control 70% of the disposable income in USA
Loyal
Value hunter
Prefer brick and mortar stores
Expects high customer service
Currently in their prime buying years
Mobile Dependent
Responds to straightforward marketing
Loyalty is hard to gain
In
fl
uences affect buying decisions
Has more spending power than any other generation
Researches products online
Expects clear, simple messaging
Wants proof of performance
Values honesty over gimmicks
Has never experienced life without the Internet
Mobile Dependent
Shops online
In
fl
uenced by consumer generated content
Shops as a social event

6. MILLENNIALS: THE DIGITAL NATIVES
Millennials comprise one quarter of the world population
(831 million)
Millennials have an attention span of 12 seconds
Only 36% get swayed by in
fl
uencer marketing
80% of millennials want brands to entertain them
38% of millennials favour businesses whose products/
services are environmentally friendly

7. BRANDED CONTENT ON SOCIAL MEDIA WORKS IF
IT IS

9. GEN Z: MARKETING TO THE UNMARKETABLE
84% of the Gen Zs do not pay conscious attention to the ads they see
online (8 second attention span)
88% of GenZers prefer omni-channel branded experiences
56% of GenZers are positively impacted by in
fl
uencer marketing
68% of GenZs expect brands to contribute to society
58% of GenZ is willing to pay more for products that are targeted to
their individual personalities

10. - Geoffrey Colon, 2017, designer of marketing communications,
Microsoft
THE BRAND’S CAPABILITY TO EMPOWER YOUNG CONSUMERS DRIVES
PASSION MORE THAN ADVERTISEMENTS OR EMPTY NARRATIVES. IT ISN’T
JUST ABOUT IMAGING IN TERMS OF THE PRODUCT, BUT WHAT THE BRAND
STANDS FOR THAT’S IMPORTANT TO YOUTH CULTURE

11. THE HOWS
Radical
transparency &
accountability
Hold the same
values internally
& externally
Establish a clear
set of values
Create
entertainment,
not marketing
Authenticity over
Mass Production
CSR and give
back to the
society

12. BRAND INTERACTION ON TWITTER

13. THE GEN Z FREQUENCY
Alignment with the youth audience
Two-way communication and community building
Identify what authenticity means to your brand, before trying to be
authentic
Be google-proof
Don’t be afraid to have a personality

14. NIKE & SKATEBOARDING: A CASE STUDY
In 2002, Nike entered the skateboarding market with its
Nike SB shoes, but received a ton of backlash from the
community
Nike started its relationship with skateboarding without any
sponsorship deals or celebrity endorsements.
It did not focus on building brand loyalty, and thus did not
garner the trust of the community
Its
fi
rst product line was cancelled after just 12 months
Changed tactics, formed close relationships at the grass
root level, supported local and amateur skaters across the
country, helped repair public and DIY skateparks - fully
immersed in the skateboarding culture

15. GEN Z GENERATIONAL MARKERS
INDEPENDENT- willing to work for success
DIVERSE- Open and inclusive of all ethnicities, races, genders and orientations - expect these values to be
re
fl
ected in the brands they support
ENGAGED- want to align with organisations that make a genuine difference
PRAGMATIC- more
fi
nancially conservative
COLLABORATIVE - understand the importance of working with local brands as well as those with wide
distributive channels

16. FOUR FOUNDATIONAL TRUTHS OF YOUTH MARKETING
IDENTITY
TRUTH
RELEVANCE
EXPERIENCE

17. - Steve Berra, President at The Berrics
BRANDS CAN’T GET AWAY WITH TALKING AT THEIR AUDIENCE ANYMORE, THEY CAN’T EVEN GET
AWAY WITH TALKING TO THEM, THEY HAVE TO TALK WITH THEM, THE WAY REAL HUMAN BEINGS
DO. BRANDS HAVE TO KNOW THAT THEIR MOST VALUABLE WEAPON – PARTICULARLY WITH THIS
ELUSIVE DEMOGRAPHIC – IS THEIR ABILITY TO LISTEN.

18. MASLOW’S HIERARCHY
OF NEEDS

19. Keeps you warm when you
feel cold
Physiological Needs
Keeps you from being
exposed in the public
Safety Needs
Brand Association and
Loyalty
Love/Belonging Needs
Exclusivity of the brand may
provide a boost
Self Esteem Needs
The Brand stands for something that
the wearer believes represents their
true self
Self Actualisation Needs
CONSIDER A T-SHIRT

20. IF YOUR BRAND CAN COVER EACH STRATUM OF MASLOW’S HUMAN
MOTIVATION TRIANGLE, AND YOUR PRODUCT HAS THE ABILITY TO
DELIVER AND SATISFY ON ALL THESE LEVELS, THEN YOU ARE WELL
ON YOUR WAY TO TUNING IN EFFECTIVELY AND BUILDING
CREDIBILITY WITHIN YOUTH CULTURE.

21. THE GEN-Z EFFECT
Breaking Generations - disruptive population redistribution
Hyperconnecting - moving towards exponential hyper connectivity among
people, computers, machines and objects
Slingshotting - exploiting disruptive advances in user experience and
affordability
Shifting from Af
fl
uence to In
fl
uence - leveraging the ever increasing
ability to in
fl
uence world events through communities that cut across
demographic boundaries without large pools of capital
Lifehacking - breaking through barriers, taking shortcuts, outsmarting the
system so as to focus on outcomes rather than processes - making meaning
and purpose the centre of our personal and professional experience

22. According to Business Insider16, Gen Z, whose
average shopper is currently 17, picks which brands
to buy from based on:
• Shared values (18%)
• Social media presence (9%)
• Friends’ in
fl
uence (7%)
• Price (60%)
When asked which characteristics made
them more positive toward ads, Gen Z’s top
4 answers were:
• Is funny or humorous (72%)
• Has good music (58%)
• Tells an interesting story (56%)
• Uses special effects (26%)
STATS

23. BRANDS WITH USER CENTRIC INTERACTION

24. https://www.youtube.com/watch?v=hpwv5tiQGKk

25. BRANDS WITH USER CENTRIC INTERACTION
https://www.youtube.com/watch?v=PdE5bqBPoVU

26. #WhatsInAName campaign to acknowledge the unique
identity of the delivery partners
Promotion of Swiggy ONE membership which created
an ecosystem through which one can avail several
bene
fi
ts including free deliveries and extra discounts
on restaurants, InstaMart and Genie orders.
BRANDS WITH USER CENTRIC INTERACTION
https://www.youtube.com/watch?v=GvvqZGDIr_0 https://www.youtube.com/watch?v=m2nHKGKiTxo

27. BRANDS WITH USER CENTRIC INTERACTION
https://youtu.be/GQb8b5NFeLQ
Just a Story Away - brand campaign
https://www.socialsamosa.com/2021/11/net
fl
ix-india-red-notice-
marketing-strategy/

28. GEN ALPHA: MINI MILLENNIALS
ACTIVISTS
Brand needs to prove its value in society beyond its
product
DIGITAL FIRST
Gen A has an acute awareness of the impact of social
media due to lifelong immersion in technology
THE X FACTOR
Gen A will not be swayed by content that they don’t
fi
nd
authentic or uniquely compelling
TRICKLE DOWN EFFECT
Similar to how upper-class fashion trends in
fl
uence
working-class styles - parents express their individual
style and by extension, cultivate their child’s taste
https://www.youtube.com/watch?v=iXFaajABy50

29. Making an impact quickly (remember the 8-second rule!)
Snackable content across social channels
Entertaining and/or informative videos or video ads
Using geo-targeting to offer up location-based deals
Leveraging online games to increase engagement
The future of branding is personal
Experiential marketing that appeals to multiple senses
HOW TO OPTIMISE YOUR CONTENT FOR
THE UPCOMING GENERATIONS

30. KEY TAKEAWAYS
Let your audience be
your star
Focus on Word of
Mouth
Make your campaigns
adaptable
Be transparent and meet
them where they are
Don’t sell products, sell your
PURPOSE
Find alternatives to
traditional marketing
Appeal to FOMO and
Frugality
Focus on interactive
and experiential
marketing
Invest in
understanding your
demographic

31. Thankyou