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Millennials vs Gen Edge

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Generation Edge are the new youth generation, the post millennials if you like. To understand the key differences between Generation Edge and Millennials (there are many) and to understand the 10 new rules of youth marketing, read on...

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Millennials vs Gen Edge

  1. 1. UNDERSTANDING A NEW GENERATION The world is about to getGENERATION www.thesoundhq.com
  3. 3. THE WORLD OF MARKETING & INNOVATION IS ABOUT TO change THE SOUND 3 GENERATION EDGE The youngest millennial is now 22...a new generation are coming and we need to understand them GEN EDGE CONTEXT ...a generation with the buying power of $312.3 billion & influence $600 billion in family spending ...a generation who are very different to millennials because they’ve grown up in a different world GENERATION introducing…
  4. 4. THE SOUND 4 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials: born between 1980 and 1994 Gen Edge: born between 1995 to present COMING OF AGE...
  5. 5. THE SOUND 5 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials are developing their identity in a longer youth context...which can stress them out Due to their challenging, competitive context, Gen Edge won’t have the luxury of experiencing an extended youth EXTENDED ADOLESCENCE PREMATURE ADULTHOOD
 motivated to achieve maturity… and be taken seriously Hardened by the world around them, Gen Edge are forced to grow up fast MATURITY ASPIRANT WELL...
  7. 7. THE SOUND 7 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials were promised the world by their Boomer parents Gen Edge have grown up in a state of recession and bleak growth - understand the competitive nature of the job market IDEALIST REALISTS
  8. 8. THE SOUND 8 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials are an entitled generation...and expect all of their dreams to come true Gen Edge are a resourceful generation... and seek 
 alternative ways to survive ENTITLED RESOURCEFUL
  9. 9. THE SOUND 9 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials have grown up during the internet revolution… every aspect of their life is entwined with technology. Tech can do no wrong. Gen Edge are users of technology… but refuse to be defined by it. Tech is just a tool. TECHNOLOGY ASPIRANTS TECHNOLOGY USERS
  10. 10. THE SOUND 10 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials often coined as “generation hero”… but tend to only talk the talk Gen Edge feel an inherent responsibility to make the world a better place… and actually do something about it ALTRUISTIC CHARITABLE
  11. 11. THE SOUND 11 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials have a curated identity… and are happy to reveal most of their secrets Gen Edge value their privacy… a lot… and are careful of what they disclose online POPULAR PRIVATE
  12. 12. THE SOUND 12 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials are conformists... tend to follow the pack to ensure peer & societal acceptance Gen Edge are reformists... not to be mistaken for rebellious CONFORMIST REFORMIST
  13. 13. THE SOUND 13 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials were raised by optimistic Boomers Gen Edge raised by cynical, rebellious, highly individuated Gen X’ers CODDLED SURVIVALIST
  14. 14. THE SOUND 14 GENERATION EDGE MILLENNIALS VS. GEN EDGE Millennials value standardized education Gen Edge value applied, progressive education TRADITIONAL LEARNERS CRITICAL THINKERS
  15. 15. THE SOUND 15 GENERATION EDGE WHAT THIS MEANS FOR BRANDS “Marketing to Millennials resulted in an endless quest for brand authenticity. Generation Edge will be engaged by another ‘a’ word. The alternative.” - Ian Pierpoint, President of The Sound THE BRANDS THAT WILL THRIVE WILL BE THE BRANDS THAT APPLY EDGE TO THEIR STRATEGY... HERE ARE 10 WAYS TO DO IT... CONNECTING WITH GENERATION EDGE WILL BE very different TO MILLENNIALS...
  16. 16. THE SOUND 16 GENERATION EDGE WHAT THIS MEANS FOR BRANDS Considering Gen Edge’s empathetic nature, social causes will become an even more effective means of driving loyalty... if you mean it. RULE “They are still young, but I believe we are seeing a shift from the ‘Me’ culture to young people who are more aware of their environment and how their choices impact the world around them,” he says. “These are young people who are very much looking at how they can do good in the world.” - Craig Kielburger, co-founder of Free the Children, The Globe and Mail, 
 September 2014 1 HELP THEM MAKE A difference
  17. 17. THE SOUND 17 GENERATION EDGE Gen Edge are focused on living in the now vs. stressing out about the future. So celebrate youth with them. RULE “They live in the present, not in the perfect.” - iwmarketing.com, June 2015 2 BE IN THE now WHAT THIS MEANS FOR BRANDS
  18. 18. THE SOUND 18 GENERATION EDGE WHAT THIS MEANS FOR BRANDS To achieve their goals Gen Edge look to the alternative, the challenger, the rebel. Brands with alternative positionings will resonate. RULE “They are giving both their attention and their money to people and companies that are unconventional and that are willing to take risks and break the rules. They love crowdfunding platforms like Pozible and Kickstarter, which allow them to support creative products and innovative projects.” – Inc, December 2014 3 HELP THEM CELEBRATE THE alternative
  19. 19. THE SOUND 19 GENERATION EDGE WHAT THIS MEANS FOR BRANDS “McDonald's launched a Twitter campaign using the hashtag #McDStories; it was hoping that the hashtag would inspire heart-warming stories about Happy Meals. Instead, it attracted snarky tweeps and McDonald’s detractors who turned it into a #bashtag to share their #McDHorrorStories.” - Forbes, Jan 2012 Gen Edge like to own, subvert and change things. Expect them to poke fun and play with your messaging. Consider it a compliment. RULE 4 Hacking IS INEVITABLE
  20. 20. 20 Body level one Body level two ‣ bullet point ‣ bullet point Body level two ‣ bullet point ‣ bullet point THE SOUND GENERATION EDGE WHAT THIS MEANS FOR BRANDS To belong to Gen Edge means you have to be different. Offer them interesting means of demonstrating their unique identities. RULE “Instagram users...can select their favorite Instagram shot as a background for the Nike Air Max model of their choice, which with the click of a button is customized based on the colors in the photo. From there, users can either purchase the custom-designed shoe or simply share the shot over Instagram, Facebook and Twitter, as well as via an online gallery where users can browse the designs of other Instagram users.” - ClickZ, April 2013 5 HELP THEM MICRO MANAGE individuality
  21. 21. Body level one Body level two ‣ bullet point ‣ bullet point Body level two ‣ bullet point ‣ bullet point HEADER THE SOUND 21 GENERATION EDGE “Victoria’s Secret modified a campaign for its Body by Victoria line on its website from “The Perfect ‘Body’” to “A Body For Every Body.” The controversial slogan sparked a social media uproar and a Change.com petition asking the lingerie company to apologize and alter the wording.” - NYDailyNews.com, November 2014 Gen Edge are critical thinkers... which means they’re going to critically think about your brand. RULE 6 DON’T BE A shit WHAT THIS MEANS FOR BRANDS
  22. 22. THE SOUND 22 GENERATION EDGE “Artist Adam Harvey's project at cvdazzle.com shows makeup, hairstyling and fashion techniques that can be used to provide camouflage to guard against facial recognition technology used by Facebook, store cameras or even Google Glass.” - LA Times, November 2014 Gen Edge are more secretive about their life and culture. Be subtle and respect their boundaries. RULE 7 Shh, IT’S A SECRET WHAT THIS MEANS FOR BRANDS
  23. 23. THE SOUND 23 GENERATION EDGE “It seems that Gen Z inherits its love of good storytelling from the Millennials, with 67 percent of the respondents saying that they are more interested in narratives and content that have realistic endings. Further, they are nearly twice as likely to want to see “real people” rather than celebrities endorse products and brands.” - Dididay.com, April 2015 Gen Edge are realists. They look for function and efficacy in brands as much as they seek image. RULE 8 KEEP IT real WHAT THIS MEANS FOR BRANDS
  24. 24. THE SOUND RULE “Watching a YouTube video by an influencer is equivalent to chatting candidly with the most popular kids in class, having them recommend their favorite products and ideas for you to then make your own.” - CMO.com, October 2014 Gen Edge love to become YouTube stars in their own right. Consider them your target... and your media platform. 9 THEY ARE YOUR channel 24 GENERATION EDGE WHAT THIS MEANS FOR BRANDS
  25. 25. THE SOUND 25 GENERATION EDGE RULE 10 Gen Edge are distracted. Brands that have big ideas will cut through. “They're constantly on the lookout for something different, fresh and exciting. And they want to share it immediately. It's almost a treasure 
 hunt for them.” - Jim Fielding, global head of consumer products and retail at AwesomenessTV, AdAge, May 2015 YOU’RE GOING TO NEED SOME edge WHAT THIS MEANS FOR BRANDS
  27. 27. V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I W W W . T H E S O U N D H Q . C O M
  28. 28. 28THE SOUND GENERATION EDGE SLIDE SITE COVER https://s3.amazonaws.com/vice_asset_uploader/files/1427590636DSCF1552.jpg 3 http://cdn.creativedigest.co.uk/wp-content/uploads/2014/08/hipster-professional.jpg 4 http://cnl.h.cdn.cosmopolitan.nl/assets/15/35/1440751241-capture.PNG https://f4.bcbits.com/img/0005629823_10.jpg 5 https://www.visionsserviceadventures.com/sites/default/files/homepage-header-slide-nic-new.jpg 6 http://blog.ketchum.com/wp-content/uploads/2013/12/Screen-Shot-2013-12-18-at-10.46.46-AM.png http://www.outwardbound.org/lib/image/manager/bw_canoeing_struggling-teens2-Erin-McCleary_web.jpg 7 https://i.ebayimg.com/00/s/MzQwWDQzMg==/z/T4wAAOSwYmZXIBi9/$_75.JPG http://img.new.livestream.com/accounts/00000000011c1b4d/0ce3b0a1-4ca5-4615-94f9-df91612dc7cc.jpg 8 https://cdn-images-1.medium.com/max/1200/1*tY8DYtqMwifSNz3_PcP-uw.jpeg https://uicradio.files.wordpress.com/2015/10/2015-10-22-12-47-49-1.jpg?w=700&h=525 9 http://www.dialogtech.com/wp-content/uploads/2015/03/social-media-lead-gen.jpg 10 https://fthmb.tqn.com/W9GWKeQuomj8eLGbwKEml34JDeA=/3866x2578/filters:no_upscale()/about/183748458-56a792ab5f9b58b7d0ebce9e.jpg http://16749-presscdn-0-94.pagely.netdna-cdn.com/wp-content/uploads/2015/09/0529_MET_summer_volunteers1-1024x654.jpg 11 http://adsoftheworld.com/sites/default/files/styles/media_retina/public/images/wonderbra-attraction-press.jpg?itok=ICE4T2l5 http://www.kimansh.com/wp/wp-content/uploads/2016/01/stella-blog-facehu_2369152a.jpg 12 http://uploads.yjbys.com/allimg/201605/3931-160519164R2S3.jpg https://jessicaevekennedy.files.wordpress.com/2013/05/taviblogger.png IMAGE REFERENCES
  29. 29. 29THE SOUND GENERATION EDGE SLIDE SITE 13 http://2.bp.blogspot.com/-YTFCHp4e4Es/Vo-qLF2RiAI/AAAAAAAAAeM/RLOpwBGfXn4/s640/black-family-main.jpg https://ironbuttz.com/wp-content/uploads/2014/12/Indoor-Vs-Outdoor-Running-Does-The-Treadmill-Hurt-Performance-ironbuttz.com_.jpg 14 http://wissenschaft.hamburg.de/contentblob/1183158/8324cdf183bf46d6ff25e5df748cfaf2/data/uni-studenten.jpg https://artmuseumteaching.files.wordpress.com/2014/04/students-reflecting-at-the-met1.jpg 15 http://image1.redbull.com/rbcom/010/2013-04-26/1331587834249_1/0010/1/1500/1000/1/on-the-couch.jpg 16 http://www.projectsurvivalmedia.org/wp-content/uploads/2014/12/15126725147_b619253e14_o.jpg 17 https://secrethandbook4teens.files.wordpress.com/2014/08/jump-for-joy.jpg 18 https://i-d-images.vice.com/images/2015/04/13/untitled-article-1428917038-body-image-1428917489.jpg?output-quality=75 19 https://ww2.kqed.org/mindshift/wp-content/uploads/sites/23/2014/12/KhodeUp-table.gif 20 http://content.nike.com/content/dam/one-nike/en_us/season-2013-ho/Shop/NIKEiD/NIKEiD_P2_Basketball_20131112_FILT.jpg 21 https://2.bp.blogspot.com/-1MZGSgQVTOk/Vr4L8ABFLjI/AAAAAAAACJU/Bi-AnM3YIbc/s1600/maxresdefault.jpg 22 http://i.ytimg.com/vi/NG0DMSxmeYI/maxresdefault.jpg 23 http://www.celesteprize.com/artwork/ido:268258/ 24 http://www.trbimg.com/img-5500702f/turbine/la-et-ct-awesomenesstv-dreamworks-verizon-content-20150311 25 https://undeadwalking.com/files/2015/08/fear-the-walking-dead-nick.jpg IMAGE REFERENCES