EVERY BUSINESS

SHOULD KNOW IN 2013

THINGS ABOUT YOUNG PEOPLE

3

THE REALITY OF THE CRISIS? “YOUNG PEOPLE ARE F*CKED”:

1

THE REALITY OF THE CRISIS? “YOUNG PEOPLE ARE F*CKED”:

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

WHY?

RECENT UNEMPLOYMENT = LARGE COMPANIES WHO MADE EXTENSIVE CUTS,

ARE LEARNING TO LIVE WITH LESS

AND STILL POSTING BIG PROFITS

THE CUTS INCLUDED YOUNG PEOPLE AT EVERY POSITION.

*SOURCE: PANDODAILY.COM/YOUNGPEOPLEARESCREWED

RECENT UNEMPLOYMENT = LARGE COMPANIES WHO MADE EXTENSIVE CUTS,

ARE LEARNING TO LIVE WITH LESS

AND STILL POSTING BIG PROFITS

THE CUTS INCLUDED YOUNG PEOPLE AT EVERY POSITION.

*SOURCE: PANDODAILY.COM/YOUNGPEOPLEARESCREWED

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

(#9 IN THE 2012 CNN/FORTUNE 500 RANKINGS)

EXAMPLE 1:

FORD

2009‘FORD ANNOUNCES HUGE JOB CUTS’‘FORD CUTS 25,000 TO 30,000 HOURLY JOBS’**CBS NEWS

2012FORD REPORTS A PROFIT JUMP OF 208%, BETTER THAN ANY IN THE AUTOMOTIVE SECTOR, AND MORE IN LINE WITH OIL AND FUEL COMPANIES**.**CNN

EXAMPLE 2:

GENERAL ELECTRIC (FROM #6 TO #11 IN THE 2012 CNN/FORTUNE 500 RANKINGS)

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

2012GE ANNOUNCES 50% PAYCUTS AT ALL PLANTS“JOB CUTS TO BE PART OF ONGOING RESTRUCTURE”G.E. CHIEF OPERATING OFFICER**NASDAQ

2012OPERATING PROFIT FROM 2011-2012 JUMPED FROM USD 14.9 BILLION TO USD 16.1 BILLION****NASDAQ

IN THE LIVES OF YOUNG PEOPLE THESE DEVELOPMENTS SCREAM;

INSTABILITY

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

THIS HAS MANIFESTED ITSELF IN EVERY FACET OF THEIR LIVES, CAUSING DISTRUST AND INSECURITY ABOUT THEIR FUTURE.

THE LESSON?

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

AN OPPORTUNITY FOR BRANDS TO WIN NEW FOLLOWERS BY DEVELOPING A TRACK RECORD OF CONSISTENT BRAND COMMUNICATION.

THIS AUDIENCE THRIVES ON AN ONGOING RELATIONSHIP WITH BRANDS THAT HAVE HONESTY, TRUST AND LEADERSHIP IN DESIRED AREAS.

EXAMPLE:

H&M TO MAINTAIN THEIR SERIES OF CREATIVE COLLABORATIONS, THEREBY CEMENTING THEIR POSITION AS LEADERS IN MAINSTREAM FASHION.

1THE REALITY OF THE CRISIS? YOUNG PEOPLE ARE F*CKED:

EXAMPLE:

H&M TO MAINTAIN THEIR SERIES OF CREATIVE COLLABORATIONS, THEREBY CEMENTING THEIR POSITION AS LEADERS IN MAINSTREAM FASHION.

CONSUMERS HAVE DEVELOPED A SENSE OF TRUST: THEY TRY NEW LINE EXTENSIONS (ENHANCED BRAVERY) AND BUY MORE PRODUCTS FROM THE BRAND (INCREASED SALES VOLUME).

2

WE DON’T NEED NO EDUCATION

2

STUDENT DEBT HAS BECOME A MAJOR PERCENTAGE OF NATIONAL DEBT, AND CANNOT BE WRITTEN OFF VIA BANKRUPTCY.

WE DON´T NEED NO EDUCATION

WE DON’T NEED NO EDUCATION

STUDENT DEBT HAS BECOME A MAJOR PERCENTAGE OF NATIONAL DEBT, AND CANNOT BE WRITTEN OFF VIA BANKRUPTCY.

“NO CHANCE OF A JOB? I’LL STAY IN SCHOOL.” THIS IS A POPULAR SHORT TERM TACTIC.

2WE DON´T NEED NO EDUCATION

THE RESULT;

30 YEAR OLDS WHO HAVE LITTLE/NO WORKING EXPERIENCE.

AND A LOT OF STUDENT DEBT.

2WE DON´T NEED NO EDUCATION

C.R.E.A.MCASH RULES EVERYTHING AROUND ME

IN THE US, STUDENT DEBT EXCEEDS USD 1 TRILLION.

STUDENT DEBT IN THE UK IS THE HIGHEST AVERAGE PER STUDENT IN THE WORLD (OVER €20,000 PER STUDENT)

“WE’RE LOADING UP THESE KIDS WITH DEBT. THE WHOLE THING IS AN ABSOLUTE DISGRACE.”- PETER LAMPI, THE SUTTON TRUST

SO IT IS A DOUBLE WHAMMY FOR THIS GENERATION.

2WE DON´T NEED NO EDUCATION

THE ‘LAZY ENABLED GENERATION’ ARE IN FACT SUFFERING FROM A LACK OF DIRECTION, A NATURAL FEELING OF DISTRUST IN THE ESTABLISHMENT AND A LACK OF INFLUENTIAL ROLE MODELS WHO WILL DO WHAT THEY SAY.

THE OPPORTUNITIES TO GET THEMSELVES OUT OF THE HOLE ARE FEW AND FAR BETWEEN TOO!

THE LESSON?

2WE DON´T NEED NO EDUCATION

LEARN FROM SUBCULTURAL INFLUENCES WHO LOOK, ACT AND THINK LIKE THEM – AND WIN

THEIR UNDYING LOYALTY OF THIS AUDIENCE.

“EVERYDAY WE ARE CONTACTED BY BRANDS LOOKING TO COLLABORATE AND PROMOTE THEIR PRODUCT ON HYPEBEAST. SOMETIMES THE BRAND IS A FIT, BUT THIS ALWAYS ISN’T THE CASE.

THEREFORE, HYPEBEAST IS ALWAYS VERY SELECTIVE WITH WHAT WE POST BECAUSE WE OWE IT TO OUR AUDIENCE TO SHARE ONLY THE TOP PRODUCT AND BRAND INFO THAT HYPEBEAST STANDS BEHIND.”

KEVIN MA FOUNDER OF HYPEBEAST, SPEAKING TO FORBES MAGAZINE IN 2011

HYPEBEAST REMAINS ONE OF THE MOST INFLUENTIAL FASHION AND CULTURE PUBLICATION IN THE WORLD.

3

THEY DON’T WANT YOUR CONTENT

3THEY DON´T WANT YOUR CONTENT

THEY DON’T WANT YOUR CONTENT

3THEY DON´T WANT YOUR CONTENT

CONSUMER FATIGUE OF BRAND COM-MUNICATION:30 YEARS AGO AN URBAN CITIZEN WOULD HAVE BEEN EXPOSED TO 2000 ADVERTISING MESSAGES PER DAY.

TODAY IT IS OVER 5000 MESSAGES PER DAY*.* NEWS.CNET.COM

THE REASON?

3THEY DON´T WANT YOUR CONTENT

THEY DON’T WANT TO BE TOLD WHAT TO BE INTERESTED IN. THEY ARE ALREADY TOO BUSY SHARING WHAT THEY FIND IN-TERESTING.

380 MILLION IMAGES ARE UPLOADED TO FACEBOOK EVERYDAY4 BILLION IMAGES UPLOADED TO INSTAGRAM SINCE JULY 2012**

THE LESSON?

3THEY DON´T WANT YOUR CONTENT

BRAND COMMUNICATION CAN STILL DICTATE, SEDUCTION IS STILL POSSIBLE – BUT THAT’S SHALLOW.

THE 360 DEGREE COMMUNICATION THAT PROMOTES A TRUE PHILOSOPHY, SHARES A TRUTH AND IS CONFIDENT, WILL BEAT THE CONVENTIONAL PIECE OF ADVERTISING.

THE CONCLUSION?

WHAT IS THE SECRET TO UNLOCKING THE HEARTS AND MINDS OF THIS AUDIENCE?

THE CONCLUSION?

WHAT IS THE SECRET TO UNLOCKING THE HEARTS AND MINDS OF THIS AUDIENCE?

INVEST TIME AND EFFORT TO UNDERSTAND THE PEOPLE YOU WANT TO SPEAK TO.

DECIPHER THE CAUSE AND EFFECT OF WHY THEY THINK AND FEEL THE WAY THEY DO.

THEN DELIVER BRAND COMMUNICATION THAT BUILDS ON THAT UNDERSTANDING.

THE SAME WAY THAT A GREAT COMEDIAN USES OBSERVATIONS TO MAKE A CROWD LAUGH, RECITE AND CELEBRATE FOR DECADES.

INVEST TIME AND EFFORT TO UNDERSTAND THE PEOPLE YOU WANT TO SPEAK TO.

DECIPHER THE CAUSE AND EFFECT OF WHY THEY THINK AND FEEL THE WAY THEY DO.

THEN DELIVER BRAND COMMUNICATION THAT BUILDS ON THAT UNDERSTANDING.

THE SAME WAY THAT A GREAT COMEDIAN USES OBSERVATIONS TO MAKE A CROWD LAUGH, RECITE AND CELEBRATE FOR DECADES.