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SME 5 Ways to Build Your Brand for Gen Z

20 août 2014

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  • 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 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/
  • WHO ARE GENERATION Z? 3 http://image.slidesharecdn.com/smegenzdeck2-140814144732-phpapp02/95/sme-5-ways-to-build-your-brand-for-gen-z-3-638.jpg?cb=1408385516
  • 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) http://image.slidesharecdn.com/smegenzdeck2-140814144732-phpapp02/95/sme-5-ways-to-build-your-brand-for-gen-z-4-638.jpg?cb=1408385516
  • 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
  • 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,
  • 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
  • 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 Content curation and the ability to build customized, playlists, selections of videos and edited / remixed tracks hold great appeal for Gen Z
  • 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)
  • 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/
  • 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/
  • HOW TO BUILD YOUR BRAND TO REACH THEM? 13
  • 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
  • 1 COMMUNICATE THROUGH BOLD VISUAL AND DIGITAL CONTENT 15
  • 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 Because Generation Z is accustomed to rapid communication, instant gratification prevails Source: Pew Research, 2012
  • 2 INTERACT AND ENGAGE ACROSS MULTIPLE BRAND PLATFORMS 18
  • Generation Z multitasks across at least five screens: TV, phone, laptop, desktop and tablet… plus their wearable tech companion 19 Source: JWT Intelligence
  • We must create an immersive brand experience that continuously engages Gen Z across all platforms 20
  • 3 IMMEDIATELY CAPTURE THEIR ATTENTION 21
  • 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 Create platform specific content across Twitter, Vine, Instagram, Snapchat, YouTube and other digital channels to engage your audience
  • 4 ENGAGE THEIR ENTREPRENEURIAL SPIRIT 24
  • 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
  • 26Image: http://nytimes.com Generation Z wants to have their opinion heard. Create a social brand dialogue that includes them in the conversation
  • 5 EMBRACE CHANGE 27
  • 28 Generation Z is growing up in a constantly evolving world – they expect and are ready to embrace change
  • 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.
  • 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!
  • 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

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