This document discusses how to build a brand to reach Generation Z. Generation Z, born between 1995-2009, makes up a quarter of the American population. They are always connected through mobile devices and digital platforms. The document provides 5 ways for brands to connect with Generation Z: 1) use bold visual and digital content across social media platforms, 2) interact across multiple screens and platforms, 3) create short attention-grabbing content, 4) engage their entrepreneurial spirit through social media, and 5) embrace constant change. Brands must adapt their strategies to reach the always-connected Generation Z.

1. SME Inc.
O 212.924.5700
F 646.439.9071
www.smebranding.com
Zach Kelly, VP Brand Strategy
Zke l ly@smebranding.com
WHAT’S NEXT FOR 2015?
5 WAYS TO BUILD YOUR BRAND FOR
GENERATION Z
SEPTEMBER, 2014

2. 2
It is to be noted, by us and also TrendWatching.com, that: “With
aspiration becoming increasingly globalized and age-agnostic,
demographic segments are becoming less meaningful predictors of
consumption patterns.”
Always, “Think Adaptation”
TrendWatching - http://trendwatching.com/

3. WHO ARE GENERATION Z?
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4. 4
THE LARGEST GENERATIONAL GROUP IN THE U.S.
Move over Millennials, we’re here to stay!
Source: U.S. Census Bureau, 2012 (via Mintel 2014)

5. UNDERSTANDING YOUR AUDIENCE
Generation Z…
• Born between 1995-2009
• Make up a quarter of the American population
• Are eager to build a better planet
• Are always connected through mobile, digital and social mediums
• Want anonymous and unrestricted communication
• Love to curate their own content
• Are economically and environmentally conscious
• Hold little to no defined brand loyalty
• Are influenced by social and digital personalities rather than traditional
media celebrities
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6. Compared to 39% of Millennials, 60% of Gen-Z are active volunteers
who want to have an impact on the world
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Source: Creative Artists Agency & Intern Sushi, 2014; U.S. Department of Labor, 2013,

7. Outside of school, Generation Z spends 41% of their time with
computers or mobile devices
And 66% of kids 6-11 say online gaming is their main source of
entertainment
http://www.sparksandhoney.com/
7
Flickr Creative Commons
Source: Mintel, Activities of Teens and Kids 2013, Entertainment software association 2013

8. Generation Z creates anonymous and secretive content through
apps like Secret, Whisper, Yik Yak and Snapchat
8
Sources – http://www.bloombergview.com/
http://www.sparksandhoney.com/
http://Digiday.com

9. 9
Content curation and the ability to build customized, playlists,
selections of videos and edited / remixed tracks hold great appeal
for Gen Z

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57% of Generation Z would rather save their money than spend it
And over 76% are concerned about the harmful impact humans have
http://www.sparksandhoney.com/
on the environment
Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior
in Adults, August 2013; JWT Intelligence
Source: Centers for Disease Control and Prevention via vox.com; Cassandra
Report: WebMD (CDC Survey 2014)

11. For Gen Z, product quality is more important than brand loyalty and
they want to test products (either physically or virtually) before
making a purchase
11
Source: http://businessinsider.com
http://mwpartners.com/
http://www.piperjaffray.com/
http://www.forbes.com/

12. A recent survey from Variety
Magazine states that YouTube
stars are more popular than
mainstream celebs among
Generation Z
12
hItntpfo:/g/rwawphwi.cf o&rb Setsu.cdoym - / h ttp://www.variety.com/

13. HOW TO BUILD YOUR BRAND TO
REACH THEM?
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14. Communicate Through Bold Visual and Digital Content
Interact and Engage Across Multiple Brand Platforms
Immediately Capture Their Attention
1
2
3
4 Engage Their Entrepreneurial Spirit
5 Embrace Change
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15. 1 COMMUNICATE THROUGH BOLD
VISUAL AND DIGITAL CONTENT
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16. The majority of Generation Z are connected within an hour of waking
up every morning
And they prefer to communicate in images, emojis, GIFs and Memes
because it’s faster and more intuitive
Source: Pew Research, 2012 16
http://www.sparksandhoney.com/

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Because Generation Z is accustomed to rapid communication,
instant gratification prevails
Source: Pew Research, 2012

18. 2 INTERACT AND ENGAGE ACROSS
MULTIPLE BRAND PLATFORMS
18

19. Generation Z multitasks across at least five screens: TV, phone,
laptop, desktop and tablet… plus their wearable tech companion
19 Source: JWT Intelligence

20. We must create an immersive brand experience that continuously
engages Gen Z across all platforms
20

21. 3 IMMEDIATELY CAPTURE THEIR
ATTENTION
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22. Generation Z has an 8-second attention span
22
So content should be in short, easily digestible, attention grabbing
snippets
Source: National Center for Biotechnology Information, U.S.
National Library of Medicine, The Associated Press
Disney Pixar

23. 23
Create platform specific content across Twitter, Vine, Instagram,
Snapchat, YouTube and other digital channels to engage your audience

24. 4 ENGAGE THEIR
ENTREPRENEURIAL SPIRIT
24

25. 72% of high school students want to start a business someday and 61%
would rather be an entrepreneur than an employee
Source: Millennial Branding and Internship.com, 2014, Mintel 2014 25
25
http://www.sparksandhoney.com/

26. Generation Z wants to have their opinion heard.
Create a social brand dialogue that includes them in the conversation
Image: http://nytimes.com 26

27. 5 EMBRACE CHANGE
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Generation Z is growing up in a constantly evolving world – they expect
and are ready to embrace change

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Thus, the gap between early tech, product and trend adopters and the
general public is shrink rapidly. It’s crucial to be on the verge.

30. BUILD YOUR BRAND FOR GEN Z
WITH SME
30
SME Inc.
O 212.924.5700
F 646.439.9071
www.smebranding.com
Zach Kelly, VP Brand Strategy
Zke l ly@smebranding.com
Your brand must be ready!

31. SOURCES
Bloomberg View: http://www.bloombergview.com
Business Insider: http://www.businessinsider.com
DigiDay: http://digiday.com
Fast Company: http://www.fastcompany.com
Forbes: http://www.forbes.com
MaClean’s: http://www.macleans.ca
Sparks & Honey: http://www.sparksandhoney.com
New York Times: http://nytimes.com
Variety: http://variety.com
U.S. Census Bureau, 2012 (via Mintel 2014)
National Center for Biotechnology Information, U.S. National Library of Medicine, e
Associated Press
Mintel, activities of teens and kids 2013, entertainment software association 2013
JWT Intelligence
Pew Research, 2012
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