adam fox's pdf version 1

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What are we going to talk about?

Meet “Generation Z” Americans born after Gen Y (@ 1996 to 2009) who are currently

under the age of 21.

We’ve been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!

But Gen Z is different and in many ways opposites or extreme versions of Millennials

How do we adapt our strategies for this new market …

Understanding These People• Born between 1996-2009• Make up a quarter of the American population• Are eager to build a better planet• Are always connected through mobile, digital and

social mediums• Want anonymous and unrestricted communication• Love to curate their own content• Are economically and environmentally conscious• Hold little to no defined brand loyalty• Are influenced by social and digital personalities

rather than traditional media celebrities

GENERATION Z

Millennials•Tech Savvy: 2 Screens•Think in 3D•Radical Transparency: Share All•Multi-cultural•Communicate with Text•Now Focused•Optimists•Want to be Discovered•Team Orientation

Gen Z•Tech Innate: 5 Screens•Think in 4D•Judiciously Share (GeoLoco Off)•Blended (race & gender)•Communicate with Images•Future Focused•Realists•Want to Work for Success•Collective Conscious

Growing up in a post 9/11 world during a recession

Gen Z were developing their personalities and life skills in a socio-economic

environment marked by chaos, uncertainty, volatility and complexity. Blockbusters like

The Hunger Games and Divergent depict teens “at war”.

1 in 4American children are

living in poverty

73%of Americans were personally affected

by the recession

80%know about

man’s impact on the planet

78%are concerned

about world hunger

9 of 10continue to feel optimistic about their own future

77% are concerned

about the world dying of

preventable disease

7 of 10feel optimistic

about the future of the

environment

76%are concerned about man’s

impact on the planet

Traditional choices don’t guarantee success

Gen Z witnessed the struggles of Millennials (think: older siblings, many still

living at home), and have resolved to do things differently.

Education focused on inclusive classrooms & differentiated instruction

They were raised in an American education system that focused

on mainstreaming and classroom diversity.

As a result, they are collaborative team players where everyone is equal at

winning and losing.

They use social media as a research tool

52% of teens use YouTube or other

Social Media sites for a typical research assignment in school.

Their social circles are global

81%of online teens use some kind of Social Media

26%of Gen Z would need to fly to visit most of their social

network friends

Generation Z’s Social Media Platforms

Instagram, 38%

Snapchat, 28%

Twitter, 10%

YouTube, 10%

Facebook, 8%Other, 6%

Their attention spans are getting shorter

They are the ultimate

consumers of snack media. They

consume bite sizes. Research studies suggest their brains have

evolved to process more information in a faster speed. But, getting and

keeping their attention is challenging

8 secIs the average

American attention span

11%Of children 4-17 years old have been

diagnosed with ADHD

288,625, 322

288,625, 322 mentions

33,016,067 mentions

19,692,028 mentions

As Gen Z adopts emoticons as their primary language, a gap in communication between the rest of the population will widen.

Expect us all to become fluent in emoji in 2017

But Wait! How does this affect me?

The 'On-Demand Economy' is Revolutionizing Consumer Behavior

Personal service … … available on demand … … and priced by usage.

transportation food housing

Product quality is more important than brand loyalty and they want to test products (either physically or virtually prior to making a purchase)

TODAY’S WORKFORCE

GENERATION Z MILLENNIALS BOOMERS/ GEN X

54%millennials

GENERATION Z

MILLENNIALS

BOOMERS / GEN X

5years

GENERATION Z

MILLENNIALS

BOOMERS / GEN X

Beloit College Mindset List: Class of 2020

They never heard Harry Caray try to sing during the 7th inning

at Wrigley Field.

The Sandy Hook tragedy is their Columbine.

James P. Hoffa has always been president of the

International Brotherhood of Teamsters

A Bush and a Clinton have always been campaigning for

something big.

Robots have always been surgical partners in the O.R.

The Ali/Frazier rivalry for their generation was between the

daughters of Muhammad and Joe.

Checklist for connecting with Gen Z

•Tell your story across multiple screens•Live stream with them •Optimize your search results•Talk to them about value• Include a social cause that they can fight for•Have your house in order (in terms of sustainability)•Help them build expertise; create solutions•Tease•Feed their curiosity

#smactsa

#smactsa