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ZIGGINGWHEN YOU THINK THEY’LL ZAG !

Presented by Kathleen Hessert

GENERATION Z

Tweet to @kathleenhessert @WeAreGenZUse Hashtag #GenZInsights

Why It’s Imperativeto Understand GenZ

© 2018 Kathleen Hessert All Rights Reserved

Their rules today will regulate everyone here.

They’re changing the way we communicate, including

how we consume information, recreate the future of

work, redefine diversity, and the economy.

GenZ is transforming how we exchange money, using

Venmo, even bitcoin evolving into a token economy and

cash society. These real digital natives are altering

technology and unlike their parents, don’t care about

data privacy. Like generations before them, GenZ is

transforming culture. To be relevant, it’s critical to

understand their reality, adapt, or be left behind.


WeRGenZ

• Teen Think Tank providing thought-leadership to brands on today’s largest generation

• 1000+ teens growing nationally & internationally

• Original research to understand them at their core

• Conduct monthly “What’s Hot & What’s Not” sessions

Amplifying the Voices of the Generation


MEET GENERATION

Z


The Starting Point…

Why?


Source: WeRGenZ 2018

They

’re

Dif

fere

nt

• Born after 1995

• Will be 40% of US population by 2020

• Spend $44billion annually in US Influence $600B in family spending

• Multi-taskers, live on mobile devices, fast is their normal speed, future focused not past

• They live for experiences, learn interactively & value non-traditional educational sources

• Only filters are bull sh*t filters – authenticity is essential

• Humor, music & visuals drive their attention

• Celebrities influence them but not as much as peers & friends

• 84.7% say “trust” is super important to them

• They expect to be ignored by adults/thrilled when not

• Demand diversity & expect the same from adults

• They understand their power & influence and are determined to leverage it.


Tweens : The Pivotal Middle-Ground

• Impatient & confident to act

• Older than their chronological age

• Adults need to earn their trust or be ghosted

• Enthusiastic early-adopters of chatboxes and

(AI) Artificial Intelligence

• Prefer voice assistants like Google Home,

Alexa, Siri, Facebook messenger to solve

problems


TECHNOLOGY OBSESSED

78% say smartphone is their #1 device spending 2-5hrs daily

Top social media platforms are Instagram, YoutTube, Snapchat, Spotify

Teens are enthusiastic early adopters of chatbots and artificial intelligence asking Alexa for help with homework, jokes, spell-check & ordering pizza (to solve problems)

Live streaming of video and events are staples integrating new technologies like virtual & augmented reality

Video, music, memes top attention grabbers

Sources: WeRGenZ & Motivate Youth© 2018 Kathleen Hessert All Rights Reserved

How They Communicate


How GenZ Communicates

8 SecAttentionSpan


Lazy-Eye Effect

• Caused by technology

• Promoted by mobile first world

• Finger swipes up and down

• Scan the middle of the screen

• Eyes rarely read far left to far right

• Single, short points are most effective

• Engaged, but demand easy access to infoSource: Sony Entertainment & iTunes


PATH

TO

INFLUENCE


1. Be authentic, earn their trust

2. Communicate where they are… with (new) technology

3. Make information easy access or no access

4. Video & mobile rules

5. Package 1 idea at a time… make it concise

6. Interact don’t lecture… they thrive on experiences

7. Don’t be boring & make them look cool

7 How-to’s: Engaging Generation Z


Macl

Intentional Relevance

Texas Head Coach Mack Brownused Music & iPod to relate to his team

Duke Head Coach K Uses a customized bitmoji to be relevant

Raiders Head Coach Jack Del Rio Used Twitter & a team selfie to relate


Amplifying the Voices of a Generation

Follow @kathleenhessert @WeAreGenZ #GenZInsights

generation z - we r gen z › wp-content › uploads › 2018 › 08 › genz-why-th… · top...

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