GENERATION Z TRENDS IMPACTING CONSUMER

BRANDS IN 2016

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Through Youthvine, we access an influential community of over 1,000 young consumers (ages 9-18) nationwide in an open

dialogue, asking the right questions and engaging them with innovative co-creation projects. Over the years, our process

continues to reveal the unspoken truths and moments of inspiration that help brands cultivate relevance with young people.

We hope you enjoy these 7 insightful trends selected from our Q4 study.

Stay In-Tune & Ahead Of Future Opportunities

1 I Influencer Marketing: Ain’t A Quick Fix The bar is rising higher than ever to become a valuable online influencer

and, at the same time, more challenging for brands to partner with them.

This is partly because of reduced feed visibility on popular social platforms,

combined with record numbers of young people aspiring to be famous.

Gen Z filters out one-off promotional posts, and obvious sales offers,

making it essential for brands to work smarter with influencers. Influencers

also expect to be compensated for their content machine. Gone are the

days where a promise of “exposure” is enough to grab a YouTuber or IGer

(Instagrammer) for your brand.

Bottom Line: For brands to succeed, it is important to know where to look

for influencers, have meaningful strategies to form business relationships

with them, and create experiences that will inspire influencer audiences.

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YOUTUBER: TYLER OAKLEY

2 I Virtual Reality Becomes Gen Z Normality

Oculus Rift (owned by Facebook) and other emerging players like

Samsung, Disney/Lucasfilm and Google Cardboard will continue to bring

this game changing technology to the mass market, creating an entire

new platform for immersive entertainment content.

Fusion, a news channel geared towards Millennial and Gen Z viewers

(owned by Disney), recently announced that it was going to create VR

news experiences. Marriott and other brands are actively pursuing VR

focused marketing opportunities to woo Gen Z and Millennials.

Bottom line: We’re banking on Gen Z to quickly adopt consumer VR as

a “normal” and seamless part of their already digitally and social media

infused lives.

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GOOGLE CARDBOARD

3 I Who’s Calvin? Gen Z Expects A Better Blend of Underwear

Move over socks, underwear is taking center stage and will be one of

the hottest apparel products, especially with Gen Z boys.

For retailers, it’s just another item to stay ahead of the game on by

selecting brands like Ethika, Stance, and new smaller companies

entering the category.

Bottom Line: For brands targeting youth outside of the apparel industry,

this new underwear trend represents a unique opportunity for lucrative

collaborations, licensing, and cross-promotional marketing.

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STANCE SOCKS AND UNDERWEAR

4 I Goodbye USTREAM. Hello Periscope

Second generation live streaming apps like Periscope, Meerkat or Twitch

are easily downloaded on their smartphones. Generation Z is rapidly

flocking to niche live streaming video social networks for real-time

interaction with people from around the world.

For example, on YouNow, young people are firing up their phones,

raking in the views and likes by broadcasting just about anything—from

music to dancing, comedy, video gaming and yes, even the

#sleepingsquad!

Bottom Line: It’s in-the-moment socializing and gaming that epitomizes

Generation Z, with the convergence of diverse interests, and desire to

avoid social networks with a high “parent factor.”

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YOUNOW LIVESTREAMING PLATFORM

5 I Talk Talk: The Rise Of Anonymous Social Voice Apps We think voice-based social talking apps like Orbi, Parlor, Tings

and YouVoice are poised to explode in popularity in 2016. Think of

these anonymous voice apps like a voice version of ChatRoulette.

Open the app, pick a topic and you are randomly connected into

one-to-one private conversation with someone from anywhere in

the world.

Bottom Line: We think there’s an opportunity here for marketers

to use social voice apps in a creative and fun ways to engage and

interact with Generation Z.

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7 GEN Z TRENDS IMPACTING CONSUMER BRANDS IN 2016

TINGS SOCIAL VOICE APP

6 I In Sync: Constant Connectivity

Gen Z is the first generation raised with almost constant connectivity. So

it’s only logical to Gen Z consumers that everything from clothes, mobile

payments, watches or even a car—should interact with each other.

For example, artists and designers have now embraced the movement

toward wearables and are creating unique, youth-relevant collections that

keep Gen Z in style while making their lives that much easier.

Bottom Line: Be on the lookout for phone charging athleisure pants and

gear. Watch Google and Levi’s transformation of classic styles into tech

platforms that function like a smartwatch and clothes that can make

payments.

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JOE’S JEANS

7 I Design Thinking: Gen Z Expects Collaboration Brands poised to win with Gen Z are deepening their connection with

consumers through meaningful collaboration (co-creation). The voice of

the customer is more powerful than ever and for brands targeting Gen Z.

Bottom Line: Giving Gen Z customers the opportunity to collaborate

with the creative masterminds at your brand is exactly the level of

human engagement that inspires authenticity and creates remarkable

brands young people love.

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COCA-COLA CO-CREATION CAMPAIGN

As 2015 draws to a close, and your company begins to

focus on digital strategies and youth marketing

initiatives in the new year, watch these, and manyother new trends—emerge in 2016.

FOR YOUTH INSIGHTS AND MARKETING INITIATIVESCLICK LINK BELOW:

IMMERSIVEYOUTH.COM

Written by Yvonne Kwan, Derek Baird, and Gregg Witt

We deliver solutions designed to inform strategy, inspire innovation and activate youth marketing initiatives that resonate

with niche audience segments and mass

market consumers. Give us a shout.