gen who? generational nuances & triggers
TRANSCRIPT
Gen Who? Generational nuances & triggers
Special Government Webinar: 6 August 2020
Kym Vercoe, General Manager, Engine Group
Kym brings a wealth of top-level strategic thinking and business acumen
to Engine Group. In her previous role as International Marketing
Manager for Bundaberg Brewed Drinks, she was responsible for the
company’s strategic marketing plans across North America, EMEA and
APAC. Spending just shy of three years living in LA - she was part of the
team that turned Bundaberg into the best-selling craft ginger beer brand
in the U.S.
Prior to that she owned and ran her own successful strategic marketing
consultancy for 6.5 years working on campaigns across many sectors
including Tourism & Events Queensland and a host of other private
sector and government campaigns.
With over 25 years’ experience in both client and agency-side, she has a
solid understanding of the ins and outs of what makes a great campaign
– and how to get there. Skilled in developing communication strategies
that drive engagement and conversant with government requirements
across local, state and federal levels, her insights lead to campaigns that
bring about genuine behavioural change.
Mid-sized strategic, creative agency
focused on creating
positive change
The Gist
Why
Key Generational Differences: BB, X, Y, Z, A
How to Brief
Generation Who? Understanding Generational Triggers
Why?
It’s quite probable your audience doesn’t think like you(or your sign-off team)
BB X Y Z A
Each generation consumes, thinks and engages differently
Communication gap:
You can’t force them to think
like you
Communication must tailor to their differing needs
Key generational differences
1.9
4.43
5.22
4.78
5.17
2.42
0
1
2
3
4
5
6
Alpha
<10
2010 >
Gen Z
11-25
1995-2009
Gen Y
26-40
1980-1994
Gen X
41-55
1965-1979
Baby Boomer
56-74
1946-1964
Builder
75+
<1945
Population (million)
McCrindle Research
Regardless, it’s branding and you’re selling
Formal / monologue
Sell it
Comparison/ Demo
Digital Immigrant
“Don’t change if not broken”
Baby Boomers1946-1964 (56-74yrs)
McCrindle Research
1962
Today
Baby Boomer“Don’t change”
Take advantage of their loyalty; comparisons work; go traditional
Generation X1965-1979 (41-55yrs)
Dialogue
Question it
Anti ad / visual
Digital Adaptives
“Don’t oversell me”
McCrindle Research
Gen X “Don’t oversell me”
Get to the point; note their need to question things
Generation Y / Millennials1980-1994 (26-40yrs)
Interactive / multi-modal
Want shared values
Experiential
Digital Natives
“Individualise me”
McCrindle Research
Gen Y “Individualise me”
Short, direct, personalised messaging. Be authentic
Generation Z1995-2009 (11-25yrs)
Try & see; 8sec / Curators
Validate me
Socially conscious
Digital Integrators
“Build my brand”
McCrindle Research
Gen Z “Build my brand”
Short messages with simple imagery 8 seconds; be uniqueContent rather than ‘ads’ / video Online ads essential to reach + OOH
Generation Alpha2010 + (10yrs & under)
McCrindle Research
Rule breakers
Highly visual; Choice
Image-based; Make a difference
Digital Screenagers
“Connect me”
Gen Alpha “Connect me”
Ryan’s World $26m
Very short messages ; highly visual
Truly understand the target market
- Explicitly who
- Motivators
- Barriers
The challenge
Connect with your audience on their level
BJ Fogg
“EMOTIONS CREATE HABITS”
Briefing Tips
ResearchMotivation / BarriersTarget BEHAVIOUR
HOT TIP 1
Mine for insights
HOT TIP 2Separate yourself
It’s about your audience - not you
HOT TIP 3Be explicit
“25-54” spans 3 generations !
Gen Y Gen X Baby Boomers
HOT TIP 4Don’t fake it
Authenticity matters
If they don’t understand the way you speak, then speak the way
they understand
The wrap
Know your audience
Mine the research
Think like them
Be explicit
Be authentic
