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#talentbites
Marketing to Generation Z
Graeme WrightDirector of Strategy, Havas People
@grey101
#talentbites
#talentbites
Our definition:
Generation Gen Y Gen Z
Born 1982 – 1995 1996 - 2012
Current age 19 to 32 Up to 18
AKA Millennials
(NB. Millennials sometimes refers to Gen Y and Gen Z)
Post-MillennialsDigital NativesiGenerationGen Next
#talentbites
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Danger
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These are broad and sweeping generalizations, just like when we say, "America chose Barack Obama as president in 2012" even though nearly half of American voters wanted Mitt Romney. The White House doesn't go unoccupied because of a lack of unanimity, and the same principle applies to this analysis (Rob Asghar)
GENERATION Z –
SOME FIRSTS
#talentbites
It is the first global generation
https://www.youtube.com/watch?v=qypKjzUOhBM
#talentbites
The first ‘caring generation’
• Intend to change the world – determined to ‘make a difference’, 26% currently volunteering
• Have a conscience – 48% care about helping poor and sick, 80% support same sex marriage
• Believe change can and should come from anyone anywhere, expect constant innovation and little patience for sacred cows
(The Intelligence Group )
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The first ‘caring generation’
Young People believe large brands must assume greater responsibility in solving today’s global economic and environmental challenges. (Chivas)
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The first ‘I can see the value of
brands’ generation
‘Young people want to be able to rely on brands to make their lives better and to help them stand out from the crowd. It’s a relationship built on mutual interests and trust.’
#talentbites
The first generation not to notice
diversity
#talentbitesSource: JWT
The first connected generation
Over half of 16-22 year olds surveyed would rather give up their sense of smell than an essential tech item (JWT)
What makes this the first ‘digital generation is not so much how many people are using technology it is the central role it plays in people’s lives
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The first visual generation (The
YouTube generation)
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First multi multi-media
Generation
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The worried generation ‘First
generation worse of than their
parents’
Source: JWT
MARKETING TO
GENERATION Z
#talentbites
Grab their attention
#talentbites
Snackable content
#talentbites
Making your snackable content
visual• Videos and Vines
• Photos or images with text overlays
• Mini-graphs, tables or charts
• Snack-o-graphics (or mini-info graphics).
#talentbites
Think about YouTubers
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Make visual platforms key
channels
•
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Remember your audience has
an audience
60% like to share their knowledge with others and 55% say they like to share their opinion with other
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A great viral recruitment ad (sort
of)
http://www.youtube.com/watch?v=4YMD6xELI_k
16,000,000 views
#talentbites
World’s Toughest Job
https://www.youtube.com/watch?v=HB3xM93rXbY
22,000,000 views
#talentbites
Speed up communications
(physically and culturally)
• Look at live streaming media e.g. Facetime, Skype and bigger live streamers such as Twitch and Ustream to share video content
• Put more emphasis on speed of communication
• Look to connect marketing with current trends and events
#talentbites
Social Media is not all the same
Natural affinity with ‘short term’ messaging platforms – Snapchat, Whisper, Secret
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Think about natural diversity
http://vimeo.com/99549248
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Remember they will research
you
• Talk to them as adults
• Make everything searchable
• Make sure communications are honest
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Maintain the human element
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Marketing to Generation Z:
What you need to consider
They are differentBe proud of your brandThink about your brands purposeHow can you use new technology in marketing and the workplaceEmbrace the global nature of the generation
There are better ways to market to them• The 8-second consumer (attention span 12 seconds in 2000)• Think ‘snakable’ and visual• Flex your messaging for your media• Not passive recipients of brand messages s• Adept researchers – they will check everything• They live diversity• Human connections more important than ever
