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 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 WI L L O W M A R K E T I N G , G E N Z
WHY DO WE HAVE THESE GENERATIONAL NAMES?
GENERATIONAL NAMES Baby Boomers Gen X Gen Y / Millennials Gen Z / iGeneration Gen Alpha WI L L O W M A R K E T I N G , G E N Z
WHO IS GEN Z VS GEN Y VS GEN X?
The Generations Th GEN X GEN Y / GEN Z / IGEN / MILLENNIALS DIGITAL NATIVES Born between 1965-1979 Born between 1980-1994 Born between 1995-2015 Between 40-54 years old Between 25-39 years old Population of 2.52 billion Population of 1.44 billion Population of 1.72 billion 26% of US population will represent 40% by 2020 WI L L O W M A R K E T I N G , G E N Z
WHAT'S UNIQUE ABOUT GEN Z?
Source: Vision Critical WI L L O W M A R K E T I N G , G E N Z
Source: Vision Critical WI L L O W M A R K E T I N G , G E N Z
WI L L O W M A R K E T I N G , G E N Z Source: Vision Critical
GEN Z WILL NEVER... Have to print off directions when going somewhere...or know how to read a physical map
GEN Z WILL NEVER... Have to press numbers multiple times on a phone to text - T9, baby!
GEN Z WILL NEVER... Have to wait until the end of the day to talk to their friends.
GEN Z WILL NEVER... Have to send chain emails in fear of the consequences!
Wh What do we know about Gen Z? SOCIAL MEDIA IS THEIR YOUTUBE IS THEIR KNOWN AS THE "ALWAYS FAVORITE WEBSITE PREFERRED ON" GENERATION COMMUNICATION CHANNEL, FOLLOWED BY EMAIL WI L L O W M A R K E T I N G , G E N Z
Wh What do we know about Gen Z? NOTABLE SKILLS ARE GENERALLY SEEKING 46% ARE TRUE DIGITAL TECHNOLOGICALLY SAVVY, BACHELORS DEGREES NATIVES, CONNECTED FOR ONLINE RESEARCHERS, 10 + HOURS A DAY, ENTREPRENEURS AND SENDING 50+ TEXTS A DAY INNOVATIVE WI L L O W M A R K E T I N G , G E N Z
Wh What do we know about Gen Z? 72% WANT TO START A THEY HAVE SERIOUS 75% WANT TO CONVERT BUSINESS BUYING POWER - THEIR HOBBIES INTO THEIR SPENDING $44 BILLION AND JOBS 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
Wh What do we know about Gen Z? CORE BELIEFS - THEY ARE REMAKING PAY ATTENTION TO ADS CELEBRITIES - INFLUENCERS AUTHENTICITY, DIVERSITY WITH CELEBRITIES AND RULE THEIR WORLD AND ADVOCACY ATHLETES WI L L O W M A R K E T I N G , G E N Z
GEN Z MOBILE MARKETING 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 WI L L O W M A R K E T I N G , G E N Z
GEN Z Be Brief, Fast & Easy 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 WI L L O W M A R K E T I N G , G E N Z
GEN Z COMPELLING CREATIVE 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 WI L L O W M A R K E T I N G , G E N Z
GEN Z Global & Values- Driven Mindset 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 WI L L O W M A R K E T I N G , G E N Z
GEN Z LET THEM HELP CREATE They value uniqueness, authenticity, creativity, shareability and recognition. They don't just want to consume - they want to help create. WI L L O W M A R K E T I N G , G E N Z
GEN Z Social Media 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 WI L L O W M A R K E T I N G , G E N Z
GEN Z BRAND LOYALTY 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 WI L L O W M A R K E T I N G , G E N Z
WHAT DOES THIS MEAN TO YOU?
RECRUITING 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 WI L L O W M A R K E T I N G , G E N Z
RETAINING 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 WI L L O W M A R K E T I N G , G E N Z
WHAT BRANDS ARE COMMUNICATING WELL WITH GEN Z?
ACTIVITY
YOUR THREE ACTION ITEMS TAKEAWAYS: YOU CAN DO RIGHT AWAY: CHALLENGES YOU YOUR BIG, WAY ANTICIPATE: OUT THERE IDEA:
Q & A
SOURCES 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
Marketing Company Automation - Culture - 4.26.19 8.16.19 Design Trends - Rebranding - 11.15.19 6.21.19
LET'S CONNECT KIM JONES willowmarketing.com EMAIL ADDRESS kim@willowmarketing.com PHONE NUMBER 317.333.8932
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