Fu Fund nding ng GenZ nZ and nd M Millennials Presented by: - - PDF document

11/14/2018 1

Fu Fund nding ng GenZ nZ and nd M

Millennials

• Presented by: The team of Jane Lemke and Keith Babich from

CommonBond

Get the Scoop

• Millen

ennials and Gen ener eration

• n Z
• Mindset and expectations
• Buying choices: perspective and attitudes

11/14/2018 2

Millennials & Generation Z

M I L L E N N I A L S

• B O R N 1 9 8 1 -

1 9 9 9 1 9 9 9

• 9 / 1 1
• H I T B Y T H E E C O N O M I C

D O W N T U R N

• I N C R E A S E D P A R E N T A L

A T T E N T I O N O N C H I L D - R E A R I N G

• D I G I T A L N A T I V E S

G E N Z

• B O R N S I N C E 2 0 0 0
• O N

O N - D E M A N D C U L T U R E

• S O C I A L M E D I A
• M O B I L E T E C H N O L O G Y
• S T R U G G L I N G U . S . E C O N O M Y
• M A K E U P T H E M A J O R I T Y O F Y O U R

T R A D I T I O N A L S T U D E N T P O P U L A T I O N

Millenn nnials and nd Gen n Z define ned and nd inf nflue uenc nced Beloit

• it Coll
• llege Ann

nnual Mind ndset Class of 2021 and nd 2022 Students in their first and second years of college

• First gen for whom a “phone” = a video game, maps, electronic telegraph, and

research library

• Consider themselves “consumers” of college, who’ve borrowed a lot of $$ to be

there

• Doubtful they’ve ever heard the high-pitched whine of a dial-up modem
• Globalization has always been a powerful fact of life and a source of incessant

protest

• A movie scene > 2 minutes has always seemed like an eternity
• Bill Clinton has always been Hillary Clinton’s aging husband

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Experiencing college as a consumer

• The class of 2021 and 2022 has borrowed a lot for college.
• They consider themselves consumer

ers, not just studen ents.

• Beyond their studies, college is about who they

ey are e and to

• which grou
• up they

ey genuinel ely belon

• ng.
• Attention span
• Multi-tasking
• Bargain hunters
• Independent
• Higher expectations
• Entrepreneurial
• Individuality
• Global
• Trust

Key differences between Millennials and Gen Z Short attention span?

• Live in a world of continuous updates
• What’s relevant?
• Process info faster than any prior generation

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Short attention span?

• Live in a world of continuous updates
• What’s relevant?
• Process info faster than any prior generation

GEN Z

Better multi-taskers?

• Research, taking notes, etc., all at once
• Able to shift between work and play easily

GEN Z

Better multi-taskers?

• Research, taking notes, etc., all at once
• Able to shift between work and play easily

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Bargain hunters?

• More likely to use coupons and click on more advertisements
• Conscientious of indebtedness

Bargain hunters?

• More likely to use coupons and click on more advertisements
• Conscientious of indebtedness

Millennials

Independent?

• More likely to go straight into the workforce
• Online alternatives can be a less expensive option
• Opportunistic if they recognize a more efficient path to knowledge

GEN Z

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Independent?

• More likely to go straight into the workforce
• Online alternatives can be a less expensive option
• Opportunistic if they recognize a more efficient path to knowledge

Higher Expectations

• Born into a world of tech – “Hey Alexa, Hi Siri”
• Demand to feel appreciated
• Transparency in process
• If it’s not fast, it’s wrong
• Little brand loyalty

Higher Expectations

• Born into a world of tech – “Hey Alexa, Hi Siri”
• Demand to feel appreciated
• Transparency in process
• If it’s not fast, it’s wrong
• Little brand loyalty

GEN Z

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Entrepreneurial?

• Want more independent work environments
• DIY mentality; info is easily found

GEN Z

Entrepreneurial?

• Want more independent work environments
• DIY mentality; info is easily found

Individuality?

• 92% have a digital footprint
• Seek uniqueness through brands they choose

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Individuality?

• 92% have a digital footprint
• Seek uniqueness through brands they choose

GEN Z

Global?

• Millennials were the first “digital natives”
• As more global users come online, Gen Z evolves
• Diversity is an expectation
• Device addiction: 40% self-identified addicts (25% more vs.

Millennials)

• Both groups expect business to play a positive role in

society & act ethically

MILLEN ENNIALS

GEN Z

Global?

• Millennials were the first “digital natives”
• As more global users come online, Gen Z evolves
• Diversity is an expectation
• Device addiction: 40% self-identified addicts (25%

more vs. Millennials)

• Both groups expect business to play a positive role

in society & act ethically

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Who is more Trusting?

• Expect business to do more than seek financial success
• Those that engage in issues generations care about are more likely to

gain trust and loyalty

• Growing up during the recession has created strong feelings about

unethical business practices

Who is more Trusting?

• Expect business to do more than seek financial success
• Those that engage in issues generations care about are more likely to

gain trust and loyalty

• Growing up during the recession has created strong feelings about

unethical business practices

GEN Z

Meeting expectations and wants of Millennials and Gen Z

• We’ve established:
• Who
• they

ey are

• Differen

erences es

• What’s important to them
• How do we help them make decisions & choices based on

who they are?

11/14/2018 10

Companies they choose to engage with

• Patagon
• nia
• Environmental &

social responsibility

• Everl

erlane

• Sustainable,

transparent, pays fair wages

• TOMS shoe
• es
• 1-for-1 (for every

pair bought, one pair donated)

Thank you

Keith Babich Director, Campus Relations keith@commonbond.co 732.358.9350 Jane Lemke Account Manager, Campus Relations Jane.lemke@commonbond.co 646-784-3032