youth trends
Post on 08-Apr-2018
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8/7/2019 Youth trends
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Multiplicity &
the implications for segmentation
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Web 2.0: transformation from one thing to another
DUALITY
A fascinating escape from normallife. Otherness and wonder
Post Digital Age: being many things, all at the same time
MULTIPLICITY
Now digital is part of life, wedont even notice were doing it
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Social Media responsible for this surge in multiple identities:
young people are consciously constructing different faces
People have always had different parts to their whole. Social
networking has turbo-charged this identity fragmentation
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A new approach to life: rejection of one career, one skillset,
one area of expertise
A new youth mindset: life offers a constant churn of possibilities
Portfolio careers Creative generalists
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What does this mean for brands? What does this mean for
consumer segmentation?
Difficult to use precedent to predict future behaviour because
too much changes too quickly
Adopting new behaviours isnow changing attitudes &values
Many models assume attitude& values shape behaviour
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From fragmentation to finding the universal
Segmentation Model to Commonality Model
A quest to separate out thehomogenous mass To add subtlety and craft tomass marketing
In a world of extremefragmentation A quest to look for thingswhich draw us all together
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A shared common biological journey: from the cradle tothe grave
John Lewis Ad: online sales increased by 39.7%
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So what?
Analyse the cultural landscape for shareduniversal desires extreme unification
Young people feel they belong to a multitudeof different segments... And demand thatbrands recognise this
In a world of personalisation tools such asPVRs and recommendation engines, youngpeople choose to self-segment: to selectrelevant information and tune-out the rest
The rise of location based social networking:we have lots of different contexts in our daily
lives (based on geography, mood, the people
that surround us, our work/social contextetc).
Can our mobile device predict our segmentbased on our context?
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The rise of the Homemade Economy
In a post recession age, young people have lost trust in
traditional institutions
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Focus on benefit and experience rather than product andownership
Alternative, informal forms of transaction are seen to be more
positive, and sustainable
Rental : move fromownership to access
Homemade currencies:new online and offline
equivalents
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Exchange
Mushrooming communitiesproviding infrastructure for
exchange networks and recycling
The Spotify model,
music in exchange forads rather than
ownership and nowtheyve gone social!
FON Community People can become a hotspot- use of the other 1.5 million
hotspots within community forfree
- opportunity to make ownrevenue
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Check ins
Starbucks has launched a
Foursquare initiative wherevisitors who check in at retail
locations using Foursquare willearn customer rewards. The
mayor drinks for free!
Location based social networking where life is like avideo game: checkins can translate into real life credit
and freebies
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So what?
What is the added value ofbuying a new product?
An opportunity to expand into amore diverse range of valuestreams experience, avatarcurrencies
Think about Foursquare and whatit could bring to the brand
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Value vs.
Values
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But are they actually changing the world?
Social media gives young people a voice and allows them to get
involved
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Signing a petition online ticks a box, and alleviatesguilt
The rise of armchair ethical and political action
If I want everyone to go to my website and buy my new book, its incrediblyuseful to have 100,000 followers on Facebook. If I want to start a political
movement to overthrow a tyrannical regime, it may be less usefulMalcolm Gladwell , Vancouver Mail April 2010
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But does it change behaviours? Social media activity may detract
from real action
Young people like the feeling of activism without actuallyfollowing through
More than half of 18- to 24-year-olds are not registered to
vote, according to the Electoral Commission
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Allows consumers to translate online action to real donationswhile simultaneously exhibiting TalkTalks ethical credentials
Autism Talkathon
For each person that Talks aboutAutism on Facebook, Twitter or email,the autism charity Treehouse received
1 from TalkTalk
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So what?
Find ways to make youngpeople feel like they are makingethical choices
Online ways of making adifference (click to feel better,petitions etc)
Simplifying everything (less ismore)
Help young people navigate thechaos, be a signpost
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Young people are creating more content than ever before: only
30% of content consumed is professional
The Crowd is a powerful animal and brands, media and even
political parties are racing to harness its power
"The collective wisdom of the Britishpeople is much greater than that ofa bunch of politicians or so-called
expertsJeremy Hunt, shadow culture
secretary Dec 2009h
More than 82 million people inthe US created content online
during 2008, a number
expected to grow to nearly
115 million by 2013Emarketer.com
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Brands are starting to harness the power of the crowd and
outsource creativity to the empowered, prolific youth
Can the Crowd really produce moments of genius from amateurs,
or is it simply a means to access a broader pool of experts?
"We believe Peperami is a brand that deserves radical creative solutions and areconfident taking our brief out to thousands rather than a small team of creatives will
provide us with the best possible idea and take our advertising to the next levelPeperami marketing manager, Noam Buchalter
HOWEVER
Won by two recently redundant creatives, working as freelancers
X
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When Crowd Sourcing goes bad
Vegemite iSnack 2.0 was adifficult attempt to reinvent a
national favourite
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Crowd sourcing has a lot of buzz, but can it deliver true
innovation?
Apple has an unwavering belief in their thought leadership
Secrecy
Silence
Mystery
A closedcommunity ofdevelopers
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A middle way that captures the artistry within the brand and
encourages the creativity of the community?
Monologues provoke, inspire, move, motivate and set agendas.
They are the essential beginnings for something else
The Many
The Amateur
The Few
The Expert
Monologue
Conversation
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