generation z - 1616i0.1616.ro/.../66/steve-thompson-generation-z.pdf · generation z - think about...
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Generation Z
Steve ThompsonDigital Media Consultant
@thompsondigital
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Defining Generations - year of birth
Baby Boomers > 1945
Generation X > 1960
Generation Y > 1982 (to 2004?)
Generation Z > 1996
Millennials
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Defining Generations - Attitudes
"Generation Me"
Jean Twenge
"Hero Generation"
William Strauss &Neil Howe
Image source: Social@Ogilvy
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Defining Millennials - Waiting to grow up?
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Defining Millennials - Waiting to grow up?
Older Millennials (born c. 1982-1988):
Careers and mortgagesLong-term relationships, marriage, children
All Millennials & Generation Z:
Connected: technically, socially and professionallyLever technology very easily and rapidly
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Defining Millennials - Waiting to grow up?
Source: Deloitte Millennial Survey 2016
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Defining Generation Z- Brands
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Right message
Right time
Right place
Right context
Right person
Generation Z - Think about AGE targeting
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EthologyThe scientific and objective study of animal
behaviour, usually with a focus on behaviour under natural conditions
Anthropology
Reverse Mentoring
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Research & Development Lab
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“They don't go retail shopping anymore"
Webrooming, Showrooming, Norooming
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Thinking about Generation Z - Search
THEN NOW
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Thinking about Generation Z - Content
THEN NOW
'When I'm available"
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Thinking about Generation Z - Digital Detox
THEN NOW
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Thinking about Generation Z - Group
THEN
Content Marketing
Pushing brands into the digital ecosystem
Buzz, Viral,
Sticky
NOW
Crowd Culture
Orthodoxy
Influence
Ideology
Flashpoints
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Thinking about Generation Z - Crowd Culture
Red Bull #180
5m subscribers$ millions?
Dude Perfect #80
9m subscribers$ thousands?
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Thinking about Generation Z - Crowd Culture
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Thinking about Generation Z - Crowd Culture
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Kevin Spacey, Royal Television Society, Edinburgh
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Generation Z
Steve ThompsonDigital Media Consultant
@thompsondigital