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GEN Z
W I L L O W M A R K E T I N G KIM JONES, SVP
KIM JONES
Senior Vice President
WILLOW MARKETING
A A Little Ab About ut Me & Willow
WI L L O W M A R K E T I N G , G E N Z
GEN Z KIM JONES, SVP A A Little Ab About ut Me & Willow KIM - - PowerPoint PPT Presentation
GEN Z KIM JONES, SVP A A Little Ab About ut Me & Willow KIM - - PowerPoint PPT Presentation
W I L L O W M A R K E T I N G GEN Z KIM JONES, SVP A A Little Ab About ut Me & Willow KIM JONES WILLOW MARKETING Senior Vice President WI L L O W M A R K E T I N G , G E N Z GEN Z OUTLINE OF DISCUSSION Why do we have these
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Why do we have these generational names? Gen Z / Gen Y / Gen X What's unique about Gen Z? What does this mean to you? What brands are communicating well with Gen Z? Activity Q&A
GEN Z
OUTLINE OF DISCUSSION
WI L L O W M A R K E T I N G , G E N Z
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WHY DO WE HAVE THESE
GENERATIONAL NAMES?
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Baby Boomers Gen X Gen Y / Millennials Gen Z / iGeneration Gen Alpha
GENERATIONAL NAMES
WI L L O W M A R K E T I N G , G E N Z
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WHO IS
GEN Z VS GEN Y VS GEN X?
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GEN X
Born between 1965-1979 Between 40-54 years old Population of 1.44 billion
GEN Y / MILLENNIALS
Born between 1980-1994 Between 25-39 years old Population of 1.72 billion
GEN Z / IGEN / DIGITAL NATIVES
Born between 1995-2015 Population of 2.52 billion 26% of US population will represent 40% by 2020
Th The Generations
WI L L O W M A R K E T I N G , G E N Z
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WHAT'S UNIQUE
ABOUT GEN Z?
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Source: Vision Critical WI L L O W M A R K E T I N G , G E N Z
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Source: Vision Critical WI L L O W M A R K E T I N G , G E N Z
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Source: Vision Critical WI L L O W M A R K E T I N G , G E N Z
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Have to print off directions when going somewhere...or know how to read a physical map
GEN Z WILL NEVER...
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Have to press numbers multiple times on a phone to text - T9, baby!
GEN Z WILL NEVER...
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Have to wait until the end of the day to talk to their friends.
GEN Z WILL NEVER...
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Have to send chain emails in fear of the consequences!
GEN Z WILL NEVER...
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Wh What do we know about Gen Z?
SOCIAL MEDIA IS THEIR PREFERRED COMMUNICATION CHANNEL, FOLLOWED BY EMAIL YOUTUBE IS THEIR FAVORITE WEBSITE
WI L L O W M A R K E T I N G , G E N Z
KNOWN AS THE "ALWAYS ON" GENERATION
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Wh What do we know about Gen Z?
GENERALLY SEEKING BACHELORS DEGREES NOTABLE SKILLS ARE TECHNOLOGICALLY SAVVY, ONLINE RESEARCHERS, ENTREPRENEURS AND INNOVATIVE
WI L L O W M A R K E T I N G , G E N Z
46% ARE TRUE DIGITAL NATIVES, CONNECTED FOR 10 + HOURS A DAY, SENDING 50+ TEXTS A DAY
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Wh What do we know about Gen Z?
72% WANT TO START A BUSINESS THEY HAVE SERIOUS BUYING POWER - SPENDING $44 BILLION AND INFLUENCING OF PARENT PURCHASES UP TO $600 BILLION
WI L L O W M A R K E T I N G , G E N Z
75% WANT TO CONVERT THEIR HOBBIES INTO THEIR JOBS
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Wh What do we know about Gen Z?
CORE BELIEFS - AUTHENTICITY, DIVERSITY AND ADVOCACY THEY ARE REMAKING CELEBRITIES - INFLUENCERS RULE THEIR WORLD
WI L L O W M A R K E T I N G , G E N Z
PAY ATTENTION TO ADS WITH CELEBRITIES AND ATHLETES
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96% own a smartphone Watch 2x as much video content as other generations 70% spend up to 2 hours a day on YouTube - 68 videos a day! Mobile natives like push notifications, especially those based on location Quick, how-to videos are extremely popular content
GEN Z MOBILE MARKETING
WI L L O W M A R K E T I N G , G E N Z
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8 second attention span Don't make them fill out a paper form
- do it online, on their phone
Make sure your website pages load quickly Utilize emojis and URL shorteners like bitly to condense copy, rely more of the effectiveness of the image
Be Brief, Fast & Easy GEN Z
WI L L O W M A R K E T I N G , G E N Z
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Be edgy and progressive 88% say they are exploring their sexuality more than in the past- show a realistic view of people, not utopia Drug use, alcohol use, smoking and teenage pregnancy are all declining They like storytelling and visual displays
GEN Z COMPELLING CREATIVE
WI L L O W M A R K E T I N G , G E N Z
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They have access and exposure to the entire globe Don't be too local Support organizations who are values driven - equality is important to them Take a stand for something
Global & Values- Driven Mindset GEN Z
WI L L O W M A R K E T I N G , G E N Z
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They value uniqueness, authenticity, creativity, shareability and recognition. They don't just want to consume - they want to help create.
GEN Z LET THEM HELP CREATE
WI L L O W M A R K E T I N G , G E N Z
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Utilize popular hashtags that are relevant with your content but not directly created or attributed to the organization to expand reach Live stream major announcements or from actual events Create authentic two-way conversations Keep tabs on the new social platforms that this audience is using and let them help you create content there – TikTok, Houseparty
Social Media GEN Z
WI L L O W M A R K E T I N G , G E N Z
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Creating cult loyalty to a brand means your customers will care more about your brand than they do about most other things. They are calling on brands to be increasingly transparent and accountable. Gen Z has no issue with ad fatigue or skepticism, indicating they follow their favorite brands on social media
GEN Z BRAND LOYALTY
WI L L O W M A R K E T I N G , G E N Z
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WHAT DOES THIS
MEAN TO YOU?
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Security - job security and raises are important Willing to work hard, but want to be rewarded More competitive than recent generations - want to stand out personally and have a chance to shine Independent - like to work alone, need to be able to "own" a project Give them a private work space
RECRUITING
WI L L O W M A R K E T I N G , G E N Z
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The ultimate multi-taskers - don't get frustrated Less delineation between work and home - allow the flexibilty In-person meetings are preferred communication - 43% prefer in-person communication, 24% text Immediate feedback - they're used to getting grades and results right away Make sure your technology is up to speed or they'll become frustrated
RETAINING
WI L L O W M A R K E T I N G , G E N Z
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WHAT BRANDS ARE COMMUNICATING WELL WITH GEN Z?
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ACTIVITY
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YOUR THREE TAKEAWAYS: CHALLENGES YOU ANTICIPATE: ACTION ITEMS YOU CAN DO RIGHT AWAY: YOUR BIG, WAY OUT THERE IDEA:
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Q & A
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Vision Critical - visioncritical.com Entrepreneur - https://www.entrepreneur.com/article/323383 Deep Focus Next Generation Recruitment Upfront Analytics Wildness Kasasa - https://communityrising.kasasa.com/gen-x-gen-y-gen-z/ NPR - https://www.npr.org/2014/10/06/349316543/don-t-label-me-origins-of-generational-names-and-why-we-use-them Inc.com AdWeek
SOURCES
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Marketing Automation - 4.26.19 Rebranding - 6.21.19 Company Culture - 8.16.19 Design Trends - 11.15.19
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LET'S CONNECT
willowmarketing.com
KIM JONES
kim@willowmarketing.com
EMAIL ADDRESS
317.333.8932
PHONE NUMBER