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Who's up NXT? A cross-generational view on NextGen marketing

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Who's up NXT? A cross-generational view on NextGen marketing

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The current young population (Generation Y and Z) is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic. High time for a cross-generational reality check!

In a recent InSites Consulting global research project (in cooperation with GMI) we talked to Baby Boomers, Gen X, Gen Y & Gen Z consumers, taking a closer look at what differentiates these new consumer generations in the market today from the post ones.

The current young population (Generation Y and Z) is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic. High time for a cross-generational reality check!

In a recent InSites Consulting global research project (in cooperation with GMI) we talked to Baby Boomers, Gen X, Gen Y & Gen Z consumers, taking a closer look at what differentiates these new consumer generations in the market today from the post ones.

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Who's up NXT? A cross-generational view on NextGen marketing

  1. 1. Updated 3rd edition with Gen Z chapter OUT since April 2016
  2. 2. NXTGEN
  3. 3. Chatting is the new popcorn for Gen Z US Baby Boomer Gen X Gen Y Gen Z To what extent do you do the following activities while watching TV? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% Use social media Chat or text with friends Check or answer emails Surf the Internet Play games
  4. 4. Most popular word in texting ?
  5. 5. LOL
  6. 6. haha
  7. 7. 54231
  8. 8. Shrtr Frmts?
  9. 9. Longerrrr Fooormats?
  10. 10. Let’s get Digital
  11. 11. BBC: Young, Angry & Connected: bitesize documentary clips on WhatsApp
  12. 12. Let’s get Digital
  13. 13. Let’s get Physical
  14. 14. Ephemeral and Live I am SNAPPY The age of impatience Blurred gender Act, don’ tell Digital & Phygital On Demand
  15. 15. Racism & the climate is higher on the agenda of Gen Z US If you were a world leader, which issues would you tackle first? (top 3) Baby Boomer Gen X Gen Y Gen Z 0% 10% 20% 30% 40% 50% 60% 70% Terrorism Economic crisis, unemployment Health problems and virus outbreaks Racism / Radicalism Global warming / Climate change -natural disasters Immigration -politic and economic refugees Water pollution Food waste Underdevelopment in third world countries
  16. 16. Ephemeral/ Live/Visual I am SNAPPY I am DREAMING OF Point of View Blurred Gender Ephemeral/ Live/VisualEphemeral and Live The age of impatience Digital & Phygital On Demand A BETTER WORLD
  17. 17. Colour-in Christmas
  18. 18. Kraft Foods
  19. 19. Jennifer Lawrence
  20. 20. Faces of JLawrence
  21. 21. Just do it
  22. 22. Just do it
  23. 23. I can’t
  24. 24. I did it (my way)
  25. 25. I am SNAPPY I am DREAMING OF A BETTER WORLD I am MAKING IT
  26. 26. I am MAKING IT The ME-conomy Perfectly imperfect Maker movement: skills Ephemeral/ Live/Visual I am SNAPPY I am DREAMING OF Point of View Blurred Gender Ephemeral/ Live/VisualEphemeral and Live The age of impatience Digital & Phygital On Demand A BETTER WORLD
  27. 27. @Joeri_InSites I #coolbrands joerivandenbergh www.howcoolbrandsstayhot.com co-founder InSites Consulting NXTGen Xpert & marketing author currently in his most attractive years ever ever Joeri Van den Bergh – GEN X

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