1. FUTURE
GENERATION Z:
ALOOKATTHEFUTURE

2. 1. KEY CHARACTERISTICS
2. WHAT SHAPED THEM
3. IMPACT OF SOCIAL MEDIA
4. GEN Z AS SHOPPERS
AGENDA

3. A group of individuals born from the mid 90s to 2000s
that includes todays kids and teens.
WHOARETHEY?

4. TECH-SAVVY

5. WELL-INFORMEDTECH-SAVVY

6. SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY

7. SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL

8. SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL
COLLABORATIVE

9. SELF-LEARNERS
WELL-INFORMEDTECH-SAVVY
ENTREPRENEURIAL
COLLABORATIVE
DIVERSE

10. They’ve always had information at their fingertips.
WHAT SHAPED THEM?

11. They’ve always had information at their fingertips.
They’ve always had social media.
WHAT SHAPED THEM?

12. They’ve always had information at their fingertips.
They’ve always had social media.
They’ve always been able to communicate with brands.
WHAT SHAPED THEM?

13. INFORMATION AT THEIR FINGERTIPS
8
second
attention
span

14. Brains
reward
for
going
task-­‐to-­‐
task
8
second
attention
span
INFORMATION AT THEIR FINGERTIPS

15. Solu+on:
Frequent
Snackable
Content
Brains
reward
for
going
task-­‐to-­‐
task
8
second
attention
span
INFORMATION AT THEIR FINGERTIPS

16. =
So…Facebook is a lame obligation.
Parents
THEY’VE ALWAYS HAD SOCIAL

17. CONNECTING WITH FRIENDS
SMS Texting WhatsApp Snap Chat
Instead, they connect via private social apps.
THEY’VE ALWAYS HAD SOCIAL

18. Use public social to create rather than share.
THEY’VE ALWAYS HAD SOCIAL

19. Social isn’t just social, it’s how they operate.
Social
Connect
Create
ResearchRecognition
Inspiration
SOCIAL IS MORE THAN JUST SOCIAL

20. Brands used to influence consumer desires.
Brand
COMMUNICATION WITH BRANDS

21. Brand
Brands used to influence consumer desires.
COMMUNICATION WITH BRANDS

22. Brand Consumer
Brands used to influence consumer desires.
COMMUNICATION WITH BRANDS

23. Now consumers influence brand growth.
Brand
COMMUNICATION WITH BRANDS

24. Brand
Now consumers influence brand growth.
COMMUNICATION WITH BRANDS

25. Brand Consumer
Now consumers influence brand growth.
COMMUNICATION WITH BRANDS

26. Brand Consumer
Now consumers influence brand growth.
ModCloth
“Be
the
Buyer”
COMMUNICATION WITH BRANDS

27. CHANGE IN SHOPPER JOURNEY
See
Buy
See
Buy
Aspira@onal
Browsing
THEN
NOW

28. 5-POINT PATH TO PURCHASE
FINDING
OUT
Aspira@onal
Browsing
BROWSING
DECISION
MAKING
BUYING
SHOW
&
TELL
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1 2 3 4 5

29. FINDING OUT
Make products visible on all platforms
1
Instagram
Tumblr
Polyvore
Pinterest
SOCIAL MEDIA SCANNING
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30. Digital and physical availability
BROWSING2
Google
Search
Digital
Scrapbook
Price-­‐checking
compe@tors
Physically
Interact
with
Product

31. DECISION MAKING3
Make products comparable, enlist influencers
YouTube
Reviews
Peer
Opinion
Price-­‐Tracking

32. BUYING4
Price products competitively and reasonably
In-store Online
store
Bargain
Websites
Second-
hand
Ebay/
Amazon
FIND THE BEST DEAL
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33. BUYING4
Price products competitively and reasonably
In-store Online
store
Bargain
Websites
Second-
hand
Ebay/
Amazon
FIND THE BEST DEAL
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Shop via
Social
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34. SHOW & TELL5
Shareability and continued communication
Haul videos
#NewClothes
Branded sharing
Need
Affirmation
?

35. SHOW & TELL5
Shareability and continued communication
Haul videos
#NewClothes
Branded sharing
Need
Affirmation
Using your
product to
create

36. SO WHAT?
Looking for patterns in which stage they drop off the pathway can
help diagnose the problem, and gives the opportunity to optimize
the product or campaign.

37. FUTURE
THANK YOU.