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Generation z
- 1. | G E N Z | 2 0 1 5 Source: Google Images
- 2. | G E N Z | 2 0 1 5 WHO ARE THEY?
- 3. | G E N Z | 2 0 1 5 MOVE OVER MILLENIALS, IT’S TIME TO TALK TO GEN Z 19 years old and represent 10% of UK population
- 4. | G E N Z | 2 0 1 5 WHAT ARE THEIR MEDIA HABITS?
- 5. | G E N Z | 2 0 1 5 THEY ARE TECH ADDICTS They live in constantly connected digital world where everything and everyone is accessible at the press of a button.
- 6. | G E N Z | 2 0 1 5 THEIR PHONE, THEIR LIFE They communicate through their phones with bite sized messages, at speed, often with just images and symbols. A behaviour that is turning them into the ultimate consumers of snack media.
- 7. | G E N Z | 2 0 1 5 MEDIA MULTI-TASKERS BUT IT COMES AT A PRICE… They live online, simultaneously sharing details of their lives across multiple platforms. Gen Z have always known how to zoom, pinch and swipe. Neuroscience research now suggests that their brains have evolved to process more information at faster speeds, making them more cognitively nimble.
- 8. | G E N Z | 2 0 1 5 THEIR ATTENTION SPAN IS SHORT 8 SECONDS
- 9. | G E N Z | 2 0 1 5 BUT THEY WILL LISTEN TO BRANDS 28% of Gen Z say they want marketers to reach them online, compared with 16 percent of millennials who feel the same. They are used to seeing online ads and were never faced with these: Source: Adage 2015
- 10. | G E N Z | 2 0 1 5 HOW DO THEY FEEL ABOUT BRANDS?
- 11. | G E N Z | 2 0 1 5 THEY VALUE BRANDS IN THEIR LIVES Of all young respondents characterise brands as “essential” to them ½ Source: iProspect Gen Z Report 2015
- 12. | G E N Z | 2 0 1 5 WHAT DO THEY EXPECT FROM BRANDS?
- 13. | G E N Z | 2 0 1 5 GIVE THEM: FAME Gen Z’s entrepreneurial spirit, coupled with the rise of social media and crowdsourcing, means they are more inclined than previous generations to partner with brands in co- creating new content and experiences.
- 14. | G E N Z | 2 0 1 5 GIVE THEM: FUNCTIONAL MARKETING Generation Z expect a brand’s marketing to add as much value as the product itself. The Nike Training Club (NTC) is a programme which provides both online workouts via an app and offline workouts via boot camps for women across the world, for free! As a brand, they have developed an experience which adds value to consumers and in doing so, have also created a very powerful marketing tool.
- 15. | G E N Z | 2 0 1 5 GIVE THEM: INFLUENCERS NOT AMBASSADORS 67% 37% 67% of Gen Z would rather see “real people” (aka their own peers) endorsing a brand compared to just 37% of Millennials.
- 16. | G E N Z | 2 0 1 5 GIVE THEM: HIGH IMPACT VISUALS Instagram, Vine, Snapchat and the rise of emojis all point towards a culture that is visually lead. The language their use to communicate has become more graphic. Graphic-driven design will catch and guide their eyes faster than text but don’t patronise.
- 17. | G E N Z | 2 0 1 5 GIVE THEM: PERSONALISATION Either physically or virtually Companies that are personalising web experiences are seeing an average 19% uplift in sales
Hinweis der Redaktion
- Generation Z refers to those people born after 1995, meaning that the first lot of them are now 19 years old therefore represent our core audience. As they are an emerging consumer group, who have only recently become young adults, there hasn’t been much research carried out into them and their media consumption but what has been done does tell a really clear story into what is important to this generation and in doing so, presents a good opportunity for us to think about the way in which we as a brand can engage with them.
- To put it into perspective, Generation Z they were born in the same year that Google was born. They don’t know of a life without Facebook, smart phones or even digital TV’s. We often band around the term digital natives but these truly are the generation which has grown up with full access to the Internet and technology from the moment they were born. They live in a constantly connected digital world where everything and everyone is accessible at the press of a button or click of a mouse.
- This constant digital connection is facilitated by their phones. For Gen Z, their smartphones are an extension of their body through which they manage their lives. Mobile social networks, and increasingly messaging apps, have become their playgrounds. Their addiction to their smartphone has such a well known concept that the term Nomophobia has been added the Collins Dictionary as the state of stress caused by having no access to or being unable to use one’s mobile phone
- They live online, sharing details of their lives across dozens of platforms and dictating what they like and dislike with a tweet, post or status. And they are used to doing all of this, simultaneously, flitting from one app to another as they do. Gen Z have always known how to zoom, pinch and swipe. They have grown up with hi-def, surround-sound, 3D and now 4D. To the point where recent research suggests that their brains have evolved to process more information at faster speeds, and are cognitively more nimble meaning that they are able to handle bigger mental challenges.
- …as a result of all this their attention spans are getting shorter, at an average of just 8 seconds. So getting and keeping their attention is harder, particularly for brands..
- Particularly through online ads and social channels. 28% of Gen Z consumers said they want brands to reach them with online ads, compared to just 16% of millennials. They are more tolerant of online ads because they grew up with them, they never saw the internet without them, whereas Millenials have seen first hand the growth of digital advertising and were at first confronted with those awful flashing and noisy banner ads so are of course more adverse to it than generation Z.
- This is the first generation to really love brands, not just as individual entities but as entities that can add value to their day-to-day-lives. with over half of gen Z respondants characterise brands as being ‘essential to them’. Young people want to be able to rely on brands to make their lives better and to help them stand out from the crowd. Making it a relationship built on mutual interests and trust.
- The good news is that that Gen Z do not only like brands but they are also primed for collaboration with them. Their entrepreneurial spirit, coupled with the rise of social media and crowdsourcing, means they are more inclined than previous generations to partner with brands in co-creating new content and experiences. Part of this is down to the fact that as the generation who invented the selfie, it’s safe to say that they crave their five minutes of fame and if we look at some of the campaigns of their favourite brands, it reveals a new marketing trend which puts consumers in the spotlight in some way and acts a social currency for brands, as teens are more likely to share branded content which they feel an affiliation towards. Two brands who have been great at doing this are GoPro and Apple who have both scoured the internet to find exciting user-uploaded videos and photos which not only emphasises the quality of their products and create that valuable brand experience I referred to before but it’s also a cost efficient way to create great content.
- Gen Z expect a brand’s marketing to add as much value as the product itself. A great example of brand already doing this is Nike. Their free NTC (Nike Training Club) app is collection of over 100 workouts, curated by Nike personal trainers. This is also supported through free bootcamp workouts across London which anyone can attend and is free to sign up for. You absolutely don’t have to be a lover of all things Nike to want try it out. By developing an experience for consumers which add value to their lives, they have also developed a very powerful marketing tool. and one that I have personally fallen for, by the end of the first workout you’re convinced that you need the latest £120 pair of trainers and by the end of the 2nd workout, that you need the £60 top to match. And suddenly the ROI on that app becomes stronger and stronger.
- This isn’t necessary a brand new trend, as we all know even the millenial generation were becoming bored of brands fronted by billion dollar celebrities which is what sparked the rise of the vlogger and even our own tweet while you eat campaign. They are more interested in narratives and content that have realistic endings and want to be engaged by real people, a recent study carried out by AdAge found that 67% want to see "real people" endorsing a brand via social channels rather than celebrities, that is almost twice the amount of the 37% of Millenials that said the same. Tapping into key social media influencers who align with our core values will help to create natural opportunities for providing peer to peer validation and recommendation between teens, which we know is vital on the path to both purchase or request. However, the key watch out here is that generation Z are now becoming increasingly sceptical of influencers that are being paid to endorse brands and likewise the regulations around this are also becoming stricter (mention Oreo example). So the trick is to identify emerging influencers before they become the next A-list celebrities which many of them are!
- With this attention span of 8 seconds, high impact visuals are the definitely on trend when it comes to marketing to these guys. The recent explosion of Instagram, Vine and Snapchat at the expense of the previously invincible Facebook is in itself a representation of their visual culture. Likewise the language they use to communicate in has become graphic lead. The rise of emojiis being used Graphics-driven design will catch and guide their eyes faster than text, content doesn’t need to be perfect and refined but it must be quick to digest. But don’t patronise, Goldman Sachs was quoted by the wall street journal for “acting like an awkward grandparent who’s just learning how to text” after this tweet.
- Whether that’s through physical products or the adverts served. Gen Z are prepared to share their data but in return expect communications that are relevant and personalised to them. Appreciate that this is sometimes a stretch for FMCG brands so can be done digitally which is really powerful, one line advertising.