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Gen Stop Talking About and Start Engaging
#EngageGenZ
Teenagers are intimidating.
And we are in the business of getting 16-year-olds to make a quarter-million-dollar decision.
#EngageGenZ
They communicate constantly.
#EngageGenZ
They communicate constantly.
They’re sensitive to oversharing.
#EngageGenZ
They communicate constantly.
They’re sensitive to oversharing.
They have short attention spans.
#EngageGenZ
They communicate constantly.
They’re sensitive to oversharing.
They have short attention spans.
They develop their own language and social structures.
#EngageGenZ
They communicate constantly.
They’re sensitive to oversharing.
They have short attention spans.
They develop their own language and social structures.
They don’t just consume — they create (and manipulate, and share).
#EngageGenZ
How do we engage them in meaningful ways?
Start by understanding their mindset on a few key dimensions.
#EngageGenZ
Technology
HOW TO ENGAGE
Gen Z Decoder
AF = as f*ck
HMU = hit me up
Fire = cool
Thirsty = desperate
Technology is an organic part of their lives, and they are masters of circumventing brand messages in their digital worlds.
1. Don’t be thirsty. Your priorities are not theirs.
2. Weave your story into their lives by creating something of value, rather than interrupting their moments.
3. Echo their desire to put themselves out there — express the personality of your brand.
“I’m digital AF,
but HMU with
something fire.”
#EngageGenZ
Family Life
HOW TO ENGAGE
Gen Z Decoder
BFF = best friend forever
Squad = friends
BAE = before anyone else
The idea of a “traditional” family structure is obsolete and they happen to be super close with parentals. Friends are considered extensions of their family when it comes to making important decisions.
1. Tap into the power of influence by connecting with people that matter in their lives.
2. But, be mindful of using channels that appeal most to each group of people.
“My mom and I
are BFF (but
my squad is still
BAE).”
#EngageGenZ
Education & Careers
HOW TO ENGAGE
Gen Z Decoder
Beat = undesirable
Clutch = utter fulfillment
They are future focused, and most already know what they want to study (but reserve the right to change their minds). Ultimately, they are entrepreneurial and want what they do to mean something.
1. Help them see a clear path at your institution, but encourage exploration by connecting their endless adaptability to alternative options.
2. Rethink the “outcomes story”— emphasize that doing what you love and changing the world for good are the hallmarks of success.
“This homework is
really beat, but
my volunteer
gig is clutch.”
#EngageGenZ
Social Issues
HOW TO ENGAGE
Gen Z Decoder
Ratchet = a mess
Persistent access to the web + greater diversity all around them has expanded their worldview. They are passionate about helping change what they don’t like about the world.
1. Invite them to be a part of something bigger than themselves. Show that you value a culture of community.
2. Demonstrate the tangible change they can create with you. Give them opportunities to participate in meaningful work in and out of the classroom.
“The world we
live in is just
ratchet.”
#EngageGenZ
Entertainment
Gen Z Decoder
Mood = state of mind
Emo = emotional
They are drawn to underdog characters who change the world against all odds. In fact, weird is the new black. But you can’t manufacture this — they have impeccable BS detectors.
“Current mood:
emo.”
#EngageGenZ
HOW TO ENGAGE
1. Show how ordinary people can make a difference at your school and in the world.
2. Allow them to play an active role in your brand’s story — cast them as the hero.
3. Celebrate individualism, and the humans behind the brand — what’s real is what’s meaningful.
#EngageGenZ
So, who’s killing it?
✓ Compelling ✓ Authentic
✓ Clear ✓ Inclusive
✓ Humanizing ✓ Value-adding
It all comes down to telling sharing your story. And it had better be:
#EngageGenZ
Brands On Fleek
#EngageGenZ
#EngageGenZ
#NailedIt: Campbell’s
TakeawayThe solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful messages resonate with multiple generations).
#EngageGenZ
#NailedIt: Banksy
TakeawayTechnology is a fundamental way to connect, but remember that Gen Z craves regular “digital detoxes.”
#EngageGenZ
#NailedIt: Converse
TakeawayBeing inclusive means relinquishing some of the control over your brand’s projection.
#EngageGenZ
#NailedIt: Taylor Swift
TakeawayToday’s teens don’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.
#EngageGenZ
#NailedIt: Old Spice
TakeawayBrands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.
A Roadmap for Meaningful Engagement
Focus messages and content based on Gen Z mindsets and the experience goal you are trying to drive.
AD HOCNo plan exists for
generating engagement
OPPORTUNISTICEngagement is created
almost by accident, in a reactive way
REPEATABLEThe brand understands what
drives engagement and can replicate it
MANAGEDEngagement is pursued and created with intention, and
cross-functional collaboration
OPTIMIZEDEngagement strategies
are innovative and continuously improved
Experience Goal: Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy
TECHNOLOGYDigital is a fluid, organic part of their lives
Don’t be “thirsty”Measure to spot trends and
opportunitiesEcho their desire to put themselves
out thereWeave your story into their lives by creating something of value
FAMILY LIFENontraditional notion of family that includes extendeds and close friends
Learn and document how different audiences use different channels
Be intentional about channel usage for audience types
Encourage interaction that crosses traditional boundaries
Tap into the power of influence
EDUCATION & CAREERSFuture focused, with a desire to do something meaningful
Don’t be “thirsty” Rethink the “outcomes” story Help them see a clear path, but encourage explorationProvide tools and experiences, and partner with them to create
and experiment
SOCIAL ISSUESPassionate about changing what they don’t like in the world
Don’t be “thirsty”Show that you value a culture of
communityDemonstrate the tangible change
they can create with youInvite them to be a part of
something bigger than themselvesEngage them in causes that align
with your brand’s values
ENTERTAINMENTAuthenticity, underdogs, and weirdos rule
Immerse your team in Gen Z culture and content
Determine what content elicits the desired response from your
communityCelebrate individualism
Show how ordinary people can make a difference
Cast them as the hero of your brand’s story
GEN Z MINDSET
