PowerPoint Presentation

Who They AreBorn 1996-2007: 9-19 years old

Most Diverse Generation 55% Caucasian24% Hispanic 14% African American4% Asian

What They Believe

RealityPerfect Life

No more American Dream

Need to be Connected

Experimental

No more American DreamGone are the days that faking it will work. They can smell a fake person/brand from a mile away.--- Advertising must come across as honest.

Value in connections Whether virtual or online

They're practical and value-conscious, having watched their millennial siblings struggle to find work and move out of their parents' homes. With more information than any generation before them, they do their homework to find the best quality at the right price. Very experimental and always looking for something new. And once they find something they like, they're loyal and they like to share.

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Why They are ImportantU.S.26% of Population$44 Billion to Spend

Worldwide2 Billion People

Loyal

How Brands Target ThemConsumer experience focusPop-up ShopsConcept Shops

Online focusInformation MattersActive & Meaningful Presence

Pop-up Shops

Set in a 2000 square foot store located in Manhattans 10th Ave. retail corridor, STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store.

Concept Shops

Information Matters"It's not about going to the mall. They're shopping digitally, remotely and physically. They're just constantly looking. -SapientNitro

Practical

Quality & Value Conscious

They're practical and value-conscious, having watched their millennial siblings struggle to find work and move out of their parents' homes. With more information than any generation before them, they do their homework to find the best quality at the right price. Very experimental and always looking for something new. And once they find something they like, they're loyal and they like to share.

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Active Social Presence 81% Use Social Media93% Youtube 26% Twitter26% Google+17% Instagram

Gen Z may be the most socially savvy group marketers will ever meet, with 81% of teenagers on social media. 93% of Gen Z say they visit YouTube at least once a week, and 54% visit the site multiple times throughout the day. Gen Z also uses Twitter (26%), Google+ (26%), and Instagram (17%) on a weekly basis, but less often.

With mobile-only, disposable media networks, brands need to create shorter form content whether it's a video or an animated image that is tailored to each social platform.

Ogilvy NY did a great job creating meaningful connections to its audience. People are interested in brands that truly care, not brands that just donate to charities. Colin Mitchell, Ogilvy WW Head of Planning, believes we are in a world where brands need to give, to get. Gen Z agrees. 10

Do any of you have a Gen Z sibling? Do you notice any difference in their approach to social media or with their selection of brands?Do things like Pop-up/concept stores interest you?What do you value most in a brand?

Questions