Convert more students through the power of digital.

Generation Z: Meet the screenager.A look at how technology and changing society are influencing young people.

Debbie Scott, Founder and MD, Spark and Bangle

Convert more students through the power of digital.

Agenda: Gen Y & Gen Z What shapes young people? New digital realities Generation Z online Summary

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Gen Y Gen Z Buzzword: Born:Came of age:Just starting:Internet:Media:

1980 – 1994 1995 – 2009 Millennial Screenager / i-Generation 1998 - 2013 2014 – 2023 Workforce University … things (IoT) …of everything (IoE) Tumblr Snapchat

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• Less activity in cerebral cortex • Greater activity in limbic system • Most neural pathways• Risk taking and peer acceptance

• Change in parenting styles • Greater tolerance • No rebellious counter

culture• Post capitalism & digital

disruption

• 3D printers • Autonomous vehicles • AI • Digitally empowered

What shapes young people?

Various sources

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Digital Amnesia

TED under 20: www.ted.com

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Reasons to be cheerful…

47% ranked “Being happy” as the most important factor for the future

74% seek parental advice on the future

55% of 16 – 24 year olds want to start their own business

Source: Future Choices report, Spark&Bangle, Universum study

Convert more students through the power of digital. Source: Future Choices report, Spark&Bangle, n=181 ,

Full time HE

Apprenticeship

Employment

Entrepreneur

On-line Course

Work based Learning

Part Time HE

Average

0% 20% 40% 60% 80% 100% 120%

Levels of how informed students felt on what to do straight after school or col-lege

Fully informed Informed Uninformed Totally uninformed

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The new digital reality…

The old news… The new news…

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Reasons to be cheerful…

When adults write for teenagers…

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Reasons to be cheerful…

When teenagers write for teenagers…

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“We are in a street fight for human attention”Amy O’Leary, Editorial Director, Upworthy

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CO2MuSIc

DAPrIVM

VO

ImG

GaMe

Code

LifeSTyle

Tv2

ON-Demand

BIG-5

Dev

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PPC

Influence

Marketing

Pod cast

Display

Ad Mob

Affiliate

Twitter card

Experienti

al PPC

In Game

Sponsored story

Info-merci

al

Google AdWord

sRe-

targeting

News feeds

Branded Content

Programmatic

Augmented Reality

Personalised web

experience

Ad Blocking

Bots

Trust

PR

Dig Radio ad

Facebook Ad

Incognito browsing

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EY

0 20 40 60 80 100 120 140 1600

10

20

30

40

50

60

Social Strength: Off-line population against on-line population (staff&student/likes. Source: HESA,Facebook)

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Trust Authenticity

Speed / ease of use

Digital golden triangle for Gen Z

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Summary: Understand the difference between Gen Y and Z Bitesize (“hack”) your information Gen Z have zero patience for clunky software- digital must work. Tap into their passion and entrepreneurial side You don’t have to be cool but you do need to be authentic Feel inspired by Logan LaPlante or Adora Svikat Whatever you do, be transparent; it will all be shared anyway!

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Contact:

@sparkandbangled.scott@sparkandbangle.co.ukwww.sparkandbangle.co.uk