THANK YOU TO TODAY’S SPONSOR!
P R E S E N T E D B Y : M A R K B E A LMonmouth Ocean Development Council
June 19, 2020
ENGAGING GEN Z NOW WITH PURPOSE WILL SET YOU UP FOR BUSINESS SUCCESS IN THE FUTURE
Six Ways To Engage Gen Z Now & In The Future
Gen Z & The Brands They Love
Evolving From Marketing To Engaging
Gen Z Preferred Media & Engagement Platforms
During This Time: Prioritize Purpose Over Promotion & Profit
Today’s Take-Aways & Learnings
M A R K B E A L
AUTHOR: Decoding Gen ZEngaging Gen Z
MARKETER/PR PRACTITIONER:25+ Years Representing Fortune 500
Companies, Brands, Sponsors
PROFESSOR:Rutgers University
300, 400 & Graduate Level Marketing & Public Relations Courses
TOM HANKS CLASS OF 2020 COMMENCEMENT SPEECH TO GEN Z
“You will have made it through this time of great sacrifice and great need, and no one will be more
fresh to the task of restarting our measure of normalcy than you, you
chosen ones.”Tom Hanks
GEN Z: THEIR MOST FORMATIVE YEARS
GEN Z: THEIR MOST FORMATIVE YEARS
GEN Z: THEIR MOST FORMATIVE YEARS
PRIORITIZE PURPOSE OVER PROMOTION & PROFIT1
EVOLVE FROM MARKETINGTO ENGAGING2
THIS GEN Z PRESENTATION SHOULD SHIFT
YOUR MINDSET IN2 CRITICAL AREAS
PRIORITIZE PURPOSE OVER PROMOTION & PROFIT
PRIORITIZE PURPOSE OVER PROMOTION & PROFIT
PRIORITIZE PURPOSE OVER PROMOTION & PROFIT
EVOLVE FROM MARKETING TO ENGAGING
MARKETING:The action or business of promoting and selling products or services
ENGAGING:To occupy the attention of a person or group of people; to attract attention and interest
“If you are a marketer, media company, employer or academic institution, now is the time to shift your mindset and focus and prioritize effectively engaging Gen Z. If not, you will lose Gen Z employees as quickly as you hire them and if you are a brand marketer, your competition will win over this generation and it will be too late before you win them back.”
—Mark Beal & Michael Pankowski, Engaging Gen Z
EVOLVE FROM MARKETING TO ENGAGING
“We’re using our expertise and brand
power to connect with our young guests,
amplify their voices and support their
great ideas for the future”
Rick GomezCMO, Target
WHO, WHAT, WHEN, WHY GEN Z?
Gen Z By The Numbers1
GEN Z & BRANDSWhat’s Dope With Gen Z?2
SIX WAYS TO ENGAGE GEN ZImmediately Actionable
Recommendations3
3 W A Y S T O G E T W O K EIN ENGAGING
GEN Z
W H Y S H O U L D Y O U C A R E A B O U T G E N Z ?
W H O I S G E N Z ?
“Gen Z is the first generation that swiped before they wiped.”
Jacqueline Parkes CMO, MTV
W H E N W A S G E N Z B O R N ?
Pew Research Center officially declared 1997 as the first year of this cohort
Recent Graduates, Now Working
Current University Students High School Students Elementary & Grammar School Students
Digital Natives
Tech-Smart
Entrepreneurial-Spirited
Experience/Engagement Craving
Community-Minded/Socially Conscious
Purpose-Driven
SIX D E G R E E S O F G E N Z
SIX DEGREES OF GEN Z
Gen Zers are entrepreneurs
experiencing their best life in a digital and
social media world in a purposeful way that
contributes positively to communities
Immediacy/Speed
Personalization/Customization
Community
Purpose
SIX P R I O R I T I E S O F G E N Z
Experiences
Diversity & Inclusion
Source: Gen Z Survey Conducted By Lucid, December 2019
ACCORDING TO GEN ZDIVERSITY & INCLUSION
IS THE TOP-RANKED QUALITY OF A FUTURE EMPLOYER
31% Located Close To Home (1-20 Minutes)
31% Competitive Salary
29% Competitive Benefits
18% Four-Day Work Week
17% Work From Anywhere
11% Work Remotely 1-2 Days Per Week
G E N ZB Y T H E N U M B E R S: MEDIA & ENGAGEMENT PREFERENCES
Source: Gen Z Survey Conducted By Lucid, December 2019
INSTAGRAM CONTINUES TO BE THE PREFERRED SOCIAL MEDIA PLATFORM FOR GEN Z
37% Instagram
20% Snapchat
8% TikTok (more popular with Gen Z tweens)
WHEN IT COMES TO CONSUMING VIDEO CONTENT
YOUTUBE IS THE LEADING CHANNEL
78% 74% 41%
Source: Gen Z Survey Conducted By Lucid, December 2019
Source: Gen Z Survey Conducted By Lucid, December 2019
… AND WHAT KIND OF VIDEO CONTENT IS GEN Z VIEWING?
25% Music
17% Tutorial/How-To (Opportunity to Engage)
17% TV Shows/Original Series
12% Video Shorts (Branded & Unbranded)
11% Movies
Source: Gen Z Survey Conducted By Lucid, December 2019
YOUTUBE ALSO LEADS THE WAY IN WHERE GEN Z SEEKS NEWS & INFORMATION
Note: 43% of Gen Zers Tune-In To YouTube Several Times A Day
55% YouTube
53% Instagram
40% Snapchat
29% Twitter
AUDIO CONTENT IS ALSO CONSUMED FREQENTLY BY GEN Z
ESPECIALLY MUSIC & PODCASTS
Source: Mark Beal Media Gen Z Online Survey, September 2019ark Beal Media Gen Z Online Survey, September 2019
59%Spotify
25%Apple Music
88%Download
Music
48%Download Podcasts
(Opportunity to Engage)
P O L L Q U E S T I O N
According to Gen Zers, what is the most effective way for a brand to
engage them?
Partner with celebrity online influencers
Sponsored Instagram Posts
Experiences & Events
Snapchat Advertising
@TheIMCCA @UCWeek #CWNY20Source: Mark Beal Media Gen Z Online Survey, August 2019
W H A T I S T H E M O S T E F F E C T I V E W A Y T O E N G A G E G E N E R A T I O N Z ?
Source: Mark Beal Media Gen Z Online Survey, August 2019
W H A T I S T H E M O S T E F F E C T I V E W A Y T O E N G A G E G E N E R A T I O N Z ?
50% Sponsored Instagram Posts
49% Partnerships with Online Influencers
38% Sponsoring Events: Music, Entertainment
38% Branded Content (Video/Photo)
31% Snapchat Advertising
29% Editorial Content on Digital Media Channels Popular with Gen Z
“We say ‘do it for the gram’ for a reason. All of use are seeking to enjoy cool and unique experience to post on our social media channel. Brands and marketers that offer these experiences always get my attention.”
Julianna Nicholson, Montclair State University Class of 2019
I N S T A G R A M A B L E E X P E R I E N C E S
P O L L Q U E S T I O N
Who influences Gen Z the most online?
People who are famous because they are social media stars
Celebrities (Actors, Athletes, Musicians)
Subject Experts (Fashion, Food, Fitness)
Their Gen Z Friends
Source: Gen Z Survey Conducted By Lucid, December 2019
ACCORDING TO GEN ZTHEIR GEN Z FRIENDS INFLUENCE THEM THE MOST ONLINE
41% Gen Z Friends (Opportunity to Engage)
16% Celebrities (Actors/Athletes/Musicians)
13% Online Celebrity Influencers
10% Subject Experts (Fitness, Food, Fashion)
Source: Gen Z Survey Conducted By Lucid, December 2019
ACCORDING TO GEN ZTHEY ARE FOLLOWING INFLUENCERS THE MOST ON INSTAGRAM
69% Instagram
39% Snapchat
30% Twitter
25% TikTok
Source: Gen Z Survey Conducted By Lucid, December 2019
GEN ZERS ALSO SAY THAT ONLINE COMMUNITIES ARE BECOMING MORE POPULAR & POTENTIALLY AN ENGAGEMENT CHANNEL
37% Reddit
31% Discord
G E N ZA N D B R A N D S
Netflix (1997)
Google (1998)
iTunes (2003)
YouTube (2005)
Venmo (2009)
Uber (2009)
W H A T B R A N D S I N S P I R E G E N Z ?
Gen Z: Born During The Same Years As Some Of Their Favorite Brands
Instagram (2010)
Snapchat (2011)
G E N Z T E L L S M O R N I N G C O N S U L T
T H E S E A R E T H E B R A N D S T H E Y L O V E M O S T
Source: Morning Consult, Gen Z’s Most Loved Brands in America 2019
S I X W A Y S T O E N G A G E G E N Z
1
PRIORITIZE PURPOSE:
EARN THE LOYALTY OF GEN Z – THE PURPOSE GENERATION
2DON’T TALK AT GEN Z, ENGAGE THEIR ENTREPRENEURIAL MINDSET: INCUBATORS + INSIGHTS = INNOVATION
3LEVERAGE ALL YOUR ASSETS & ACCESS: GIVE GEN Z THE INSTAGRAMABLE EXPERIENCES THEY CRAVE TO SOCIALIZE
4
TRANSFORM YOUR MEDIA MIX TO ENGAGE THE GEN Z CONTENT SOLAR SYSTEM
5
ENGAGE THOSE WHO GEN Z LISTENS TO & LEARNS FROM: THEIR GEN Z FRIENDS - NANO INFLUENCERS & BRAND AMBASSADORS
6
IT’S ALL ABOUT DIGITAL: MAKE CONTENT & EXPERIENCES ACCESSIBLE, CONVENIENT, FASTER & IMMEDIATE
Ten Gen-Z Tenets
Influence
Greatest Influence In Their
Lives/Online, Their Gen Z
Friends (41%), Well Ahead Of
Celebrities (16%), Online
Celebrities (13%) and Subject
Experts (10%) (Think Student
Ambassadors)
Diverse
Most Diverse Generation Ever,
“Corporate Culture Of Diversity
& Inclusion” Is Top Quality They
Are Seeking In A Future
Employer (36%), More Than
Competitive Salary (31%) &
Benefits (29%)
Engage, Don’t Market
62% of Gen Zers Agree, Most
Effective Way To Market To Them
Is By Engaging Them Via Unique
Experiences, Events & Access;
(Target’s Gen Z Incubator Is Best-
In-Class Example)
Formative Years
Due To The Pandemic, Gen Z Is
Missing Out On Lifetime
Experiences - Graduation, First
Job, Internships, Clubs, Teams,
Freshman Orientation & Worried It
Will Hurt Their
Development/Future
Unprecedented Media
They Consume Media, But
Differently Than Their Parents –
YouTube (79%) Is Most Popular,
Instagram Is Preferred Over
Snapchat & TikTok; Podcasts,
Twitch, LinkedIn Also Play A Role
Entrepreneurial-Spirited
They Are Entrepreneurs
Launching Businesses, Non-
Profits & Communities As Early As
Middle School (Makin’ Lemonade,
A Virtual Lemonade Stand, Has
Raised Nearly $100,000 In 2
Weeks)
Digital Natives/Tech Smart
“Gen Z Learned To Swipe Before
They Could Wipe” It’s All About
Digital – Make Content &
Experiences Accessible,
Convenient, Fast & Immediate
Purpose
Gen Z Is The “Purpose
Generation,” They Will Be Loyal
To Companies Who Prioritize
Purpose & Take Purposeful
Action/Marketing, 69% Will Buy
From Companies That Contribute
To Social Causes (Ad Age)
Personalization/
Customization
Gen Z Love
Brands/Products/Services Like
Spotify They Can Customize
Playlists; They Engage With
Brands/Products/Services They
Can Personalize Based On
Unique Preferences
Community
Online & Physical Communities Of
Collaboration Are Very Important
Where Gen Z Can Connect With
Others Who Share Passions &
Interests – 37% Are On Reddit &
31% On Discord
P R E S E N T E D B Y : M A R K B E A LEmail: [email protected] Development Council
June 19, 2020
Thank You!
THANK YOU TO TODAY’S SPONSOR!
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