the next generation consumer

41
THE NEXT GENERATION CONSUMER

Upload: lebanese-franchise-association

Post on 22-Jan-2018

329 views

Category:

Retail


3 download

TRANSCRIPT

Page 1: The Next Generation Consumer

THE NEXT GENERATION

CONSUMER

Page 2: The Next Generation Consumer

• Mennah Ibrahim, MEA director at the Innovation

Group, J. Walter Thompson Intelligence

• Faris Yakob, author of Paid Attention and the

co-founder of Genius Steals

• Amel Rebbouh, media director, UM MENA

• Amit Vyas, planning director, DDB Dubai; and Hend

Raafat, strategic planner, DDB Dubai

Contributors

Page 3: The Next Generation Consumer
Page 4: The Next Generation Consumer

Myriam Boulos

Photography

Film stills

Ely Dagher’s Waves’98

Page 5: The Next Generation Consumer

• Most talk of ‘generations’ is rubbish

• Or should we say… ‘sweeping in its generalisations’

• How representative is ‘Rave’ culture of the 80s?

• ‘How many hippies were there in the 1960s?’

• Are Millennials self-absorbed, lazy and entitled

narcissists who live at home with their parents?

Some caveats…

Page 6: The Next Generation Consumer

“Generations turn over

faster and faster because of

diminished cultural latency

and media colonisation. By

which I mean: generations

aren’t a thing that exists,

they are a description,

made up by some people.

They are, therefore,

essentially bullshit ways to

understand people. They

are mostly lazy

stereotyping.

– Faris Yakob

Page 7: The Next Generation Consumer

That said…

It is possible to predict future behaviour based on

what we already know and the gradual

emergence of trends

Page 8: The Next Generation Consumer

“We cannot really predict what the next

generation consumer will look like, but we can

foresee the main trends that will shape the way

consumers will behave and interact with

brands within the next five to 10 years. This

will essentially be influenced by new

technologies in the market and how they will

evolve and how fast they will be adopted and

sustained by consumers.”

– Amel Rebbouh

Page 9: The Next Generation Consumer

What will the next

generation

consumer

look like?

Page 10: The Next Generation Consumer
Page 11: The Next Generation Consumer

– Altruism

– Empathy

– Social conscience

Many of the traits of the next generation

consumer are considered ‘feminine’

Page 12: The Next Generation Consumer

“They’ve grown up in a world filled with

consistent reminders of what is wrong and

what needs to change, making them adamant

about making an impact – not just a difference

– towards better futures for themselves and

their societies at large. And they are well on

their way to solving real everyday life

problems, where others before them have

failed.”

– Mennah Ibrahim

Page 13: The Next Generation Consumer

– Idea driven

– Champion real causes

– Activism

Those born in the mid-90s are now ushering in

a more progressive wave of start-ups:

– Ethical brands

– Embrace Arab culture/heritage

Page 14: The Next Generation Consumer
Page 15: The Next Generation Consumer

• According to a Pew Research study in the US, over

80 per cent of Millennials sleep with their

smartphone

• This number is likely to be the same if not higher for

Generation Z – those born after 1995

• Diminishing attention span – about eight seconds,

lower than even that of a goldfish (nine seconds)

• This is not a generation that is prepared to wait

Simplicity and speed….

Page 16: The Next Generation Consumer

– Mobile is everything

– E-commerce/M-commerce

Digital natives:

– Social Influencers

Page 17: The Next Generation Consumer
Page 18: The Next Generation Consumer

How will they

consume media?

Page 19: The Next Generation Consumer

• Anywhere and anytime

• No more ‘prime time’

• Media consumption will be on-the-go

• ‘Generation swipe’

• Less and less traditional media

Faster and more:

Page 20: The Next Generation Consumer

• 120 million users in the MENA region

• 79% access via mobile

• Double the average video consumption

Digital media:

• Saudi Arabia: highest global penetration

Page 21: The Next Generation Consumer

Digital media:

• Saudi Arabia has the highest watch time

per capita in the world

• MENA ranks second after the US in terms

of total watch time

• Mobile watch time is growing by 90 per

cent year-on-year

• UAE: 1.1 million daily active users

• Egypt: 1.2 million daily active users

• Saudi Arabia: 6.5 million daily users

Page 22: The Next Generation Consumer

• M – a Beirut-based digital start-up dedicated to the

digitisation of Lebanese & Arab culture

• Providing a platform for young filmmakers and

documentary makers

Bennesbeh Labokra, Chou?

Page 23: The Next Generation Consumer

• Mada Masr – online news outlet re-defining media consumption in Egypt

• Keeping journalism and freedom of speech alive

Bennesbeh Labokra, Chou?

Page 24: The Next Generation Consumer
Page 25: The Next Generation Consumer

How will they

interact with brands?

Page 26: The Next Generation Consumer

• They don’t want to engage with brands

• The customer doesn’t come first, shareholders do

• Novelty of interacting with brands has worn off

• Will only interact with brands that add value in some

way

This is where things get problematic…

Page 27: The Next Generation Consumer

“People do not want to interact with brands.

Perhaps they used to – people like being

heard – but we’ve become wary, hardened.

Companies have shown us that they don’t

care, that they lie, there have been too many

huge trust violations – just look at

Volkswagen.”

– Faris Yakob

Page 28: The Next Generation Consumer

• They don’t consume quietly

• Facebook, Tumblr, Vine, Snapchat, Instagram are

all vehicles for amplification of consumption

• Select brands that have a story worth following

Honest and real…

Page 29: The Next Generation Consumer

How should brands

interact with

this generation?

Page 30: The Next Generation Consumer
Page 31: The Next Generation Consumer

Co-creation

Values

Relevance

Three key ingredients:

Page 32: The Next Generation Consumer

• Ethical brands that respect the environment and

embrace marginalised groups will be rewarded

• Do actual things in the world

• Actions speak louder than ads – Faris Yakob

Values:

Page 33: The Next Generation Consumer

“They will embrace brands and businesses

that reflect what they believe in. They are more

likely to care about whether their food is

organic, about whether the company pays a

fair wage, about how a business serves the

community it works in. Brands will need to

stand for something more than just their

offering to make a lasting impact.”

– Amit Vyas

Page 34: The Next Generation Consumer

• Spirit of collaboration and co-operation

• Brands that hear them and respond are the ones

they will be closer to

• Help them collaborate with others

• Get them involved

Co-creation:

Page 35: The Next Generation Consumer

• Beirut Madinati – a political movement/brand that

embraces ‘values’ and ‘co-creation’

Page 36: The Next Generation Consumer

• And social forms of communication

Page 37: The Next Generation Consumer

“We only designed our broad strategy,

suggested our personality, our tone of voice

and our flexible guidelines. But the diversified

visual languages we established, as well as

our multiple slogan approach, turned out to be

an automatic call for contribution before it was

even suggested. This is when the conversation

started.”

– Beirut Madinati

Page 38: The Next Generation Consumer

The campaign was appropriated online:

Page 39: The Next Generation Consumer

• Respond swiftly

• Brands will need to understand their desires,

fears, aspirations and customise accordingly

• Channel their ambition

• Tap into their entrepreneurial spirit

Relevance:

Page 40: The Next Generation Consumer

“If you can recognise any of this, you’ll realise

that the next generation consumer is already

here – walking, living and breathing among us.

They might not be the mass majority yet, nor

the group with the most buying power, but their

consumption patterns and behaviours will be

the catalyst for big changes.”

– Mennah Ibrahim

Page 41: The Next Generation Consumer

Thank You