SME 5 Ways to Build Your Brand for Gen Z

13 315 vues

Publié le

What's Next for 2015?
SME 5 Ways to Build Your Brand for Gen Z
(An Exploration)

Publié dans : Marketing

SME 5 Ways to Build Your Brand for Gen Z

  1. 1. SME Inc. O 212.924.5700 F 646.439.9071 www.smebranding.com Zach Kelly, VP Brand Strategy Zkelly@smebranding.com WHAT’S NEXT FOR 2015? 5 WAYS TO BUILD YOUR BRAND FOR GENERATION Z AUGUST, 2014
  2. 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. 3. WHO ARE GENERATION Z? 3
  4. 4. 4 Move over Millennials, we’re here to stay! THE LARGEST GENERATIONAL GROUP IN THE U.S. Source: U.S. Census Bureau, 2012 (via Mintel 2014)
  5. 5. UNDERSTANDING YOUR AUDIENCE •  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 Generation Z… 5
  6. 6. Compared to 39% of Millennials, 60% of Gen-Z are active volunteers who want to have an impact on the world 6 Source: Creative Artists Agency & Intern Sushi, 2014; U.S. Department of Labor, 2013,
  7. 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. 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. 9 Content curation and the ability to build customized, playlists, selections of videos and edited / remixed tracks hold great appeal for Gen Z
  10. 10. 10 57% of Generation Z would rather save their money than spend it http://www.sparksandhoney.com/ And over 76% are concerned about the harmful impact humans have 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. 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 http://www.forbes.com/ Source: http://businessinsider.com http://mwpartners.com/ http://www.piperjaffray.com/
  12. 12. A recent survey from Variety Magazine states that YouTube stars are more popular than mainstream celebs among Generation Z 12 http://www.forbes.com/ Infographic & Study - http://www.variety.com/
  13. 13. HOW TO BUILD YOUR BRAND TO REACH THEM? 13
  14. 14. Communicate Through Bold Visual and Digital Content Interact and Engage Across Multiple Brand Platforms Immediately Capture Their Attention 1 2 3 Engage Their Entrepreneurial Spirit4 Embrace Change5 14
  15. 15. 1 COMMUNICATE THROUGH BOLD VISUAL AND DIGITAL CONTENT 15
  16. 16. And they prefer to communicate in images, emojis, GIFs and Memes because it’s faster and more intuitive The majority of Generation Z are connected within an hour of waking up every morning http://www.sparksandhoney.com/ 16 Source: Pew Research, 2012
  17. 17. 17 Because Generation Z is accustomed to rapid communication, instant gratification prevails Source: Pew Research, 2012
  18. 18. 2 INTERACT AND ENGAGE ACROSS MULTIPLE BRAND PLATFORMS 18
  19. 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. 20. We must create an immersive brand experience that continuously engages Gen Z across all platforms 20
  21. 21. 3 IMMEDIATELY CAPTURE THEIR ATTENTION 21
  22. 22. Generation Z has an 8-second attention span 22 So content should be in short, easily digestible, attention grabbing snippets Disney Pixar Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
  23. 23. 23 Create platform specific content across Twitter, Vine, Instagram, Snapchat, YouTube and other digital channels to engage your audience
  24. 24. 4 ENGAGE THEIR ENTREPRENEURIAL SPIRIT 24
  25. 25. 72% of high school students want to start a business someday and 61% would rather be an entrepreneur than an employee 25 http://www.sparksandhoney.com/ 25 Source: Millennial Branding and Internship.com, 2014, Mintel 2014
  26. 26. 26Image: http://nytimes.com Generation Z wants to have their opinion heard. Create a social brand dialogue that includes them in the conversation
  27. 27. 5 EMBRACE CHANGE 27
  28. 28. 28 Generation Z is growing up in a constantly evolving world – they expect and are ready to embrace change
  29. 29. 29 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. 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 Zkelly@smebranding.com Your brand must be ready!
  31. 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 31

×