youth trends

8/7/2019 Youth trends

1/27

Multiplicity &

the implications for segmentation


2/27

2

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


3/27

3

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


4/27

4

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


5/27

5

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


6/27

6

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


7/27

7

A shared common biological journey: from the cradle tothe grave

John Lewis Ad: online sales increased by 39.7%


8/27

8

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?


9/27


10/27

10

The rise of the Homemade Economy

In a post recession age, young people have lost trust in

traditional institutions


11/27

11

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


12/27

12

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


13/27

13

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


14/27

14

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


15/27

Value vs.

Values


16/27

16

But are they actually changing the world?

Social media gives young people a voice and allows them to get

involved


17/27

17

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


18/27

18

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


19/27

19

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


20/27

20

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


21/27


22/27

22

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


23/27

23

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


24/27

24

When Crowd Sourcing goes bad

Vegemite iSnack 2.0 was adifficult attempt to reinvent a

national favourite


25/27

25

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


26/27

26

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


27/27

27

youth trends

Documents