Gen Z: Stop Talking About and Start Engaging Them

Gen Stop Talking About and Start Engaging

#EngageGenZ

Teenagers are intimidating.

And we are in the business of getting 16-year-olds to make a quarter-million-dollar decision.

#EngageGenZ

They communicate constantly.

#EngageGenZ

They communicate constantly.

They’re sensitive to oversharing.

#EngageGenZ

They communicate constantly.

They’re sensitive to oversharing.

They have short attention spans.

#EngageGenZ

They communicate constantly.

They’re sensitive to oversharing.

They have short attention spans.

They develop their own language and social structures.

#EngageGenZ

They communicate constantly.

They’re sensitive to oversharing.

They have short attention spans.

They develop their own language and social structures.

They don’t just consume — they create (and manipulate, and share).

#EngageGenZ

How do we engage them in meaningful ways?

Start by understanding their mindset on a few key dimensions.

#EngageGenZ

Technology

Gen Z Decoder

AF = as f*ck

HMU = hit me up

Fire = cool

Thirsty = desperate

“I’m digital AF,

but HMU with

something fire.”

#EngageGenZ

Technology How to engAge

Gen Z Decoder

AF = as f*ck

HMU = hit me up

Fire = cool

Thirsty = desperate

1. Don’t be thirsty. Your priorities are not theirs.“I’m digital AF,

but HMU with

something fire.”

#EngageGenZ

Technology How to engAge

Gen Z Decoder

AF = as f*ck

HMU = hit me up

Fire = cool

Thirsty = desperate

1. Don’t be thirsty. Your priorities are not theirs.

2. weave your story into their lives by creating something of value, rather than interrupting their moments.

“I’m digital AF,

but HMU with

something fire.”

#EngageGenZ

Technology How to engAge

Gen Z Decoder

AF = as f*ck

HMU = hit me up

Fire = cool

Thirsty = desperate

1. Don’t be thirsty. Your priorities are not theirs.

2. weave your story into their lives by creating something of value, rather than interrupting their moments.

3. echo their desire to put themselves out there — express the personality of your brand.

“I’m digital AF,

but HMU with

something fire.”

#EngageGenZ

Family Life

Gen Z Decoder

BFF = best friend forever

Squad = friends

BAE = before anyone else

“My mom and I

are BFF (but

my squad is still

BAE).”

#EngageGenZ

Family Life How to engAge

Gen Z Decoder

BFF = best friend forever

Squad = friends

BAE = before anyone else

1. tap into the power of influence by connecting with people that matter in their lives.“My mom and I

are BFF (but

my squad is still

BAE).”

#EngageGenZ

Family Life How to engAge

Gen Z Decoder

BFF = best friend forever

Squad = friends

BAE = before anyone else

1. tap into the power of influence by connecting with people that matter in their lives.

2. But, be mindful of using channels that appeal most to each group of people.

“My mom and I

are BFF (but

my squad is still

BAE).”

#EngageGenZ

Education & Careers

Gen Z Decoder

Beat = undesirable

Clutch = utter fulfillment

“This homework is

really beat, but

my volunteer

gig is clutch.”

#EngageGenZ

Education & Careers How to engAge

Gen Z Decoder

Beat = undesirable

Clutch = utter fulfillment

1. Help them see a clear path at your institution, but encourage exploration by connecting their endless adaptability to alternative options.

“This homework is

really beat, but

my volunteer

gig is clutch.”

#EngageGenZ

Education & Careers How to engAge

Gen Z Decoder

Beat = undesirable

Clutch = utter fulfillment

1. Help them see a clear path at your institution, but encourage exploration by connecting their endless adaptability to alternative options.

2. Rethink the “outcomes story”— emphasize that doing what you love and changing the world for good are the hallmarks of success.

“This homework is

really beat, but

my volunteer

gig is clutch.”

#EngageGenZ

Social Issues

Gen Z Decoder

Ratchet = a mess

“The world we

live in is just

ratchet.”

#EngageGenZ

Social Issues How to engAge

Gen Z Decoder

Ratchet = a mess

1. Invite them to be a part of something bigger than themselves. Show that you value a culture of community.“The world we

live in is just

ratchet.”

#EngageGenZ

Social Issues How to engAge

Gen Z Decoder

Ratchet = a mess

1. Invite them to be a part of something bigger than themselves. Show that you value a culture of community.

2. Demonstrate the tangible change they can create with you. give them opportunities to participate in meaningful work in and out of the classroom.

“The world we

live in is just

ratchet.”

#EngageGenZ

Entertainment

Gen Z Decoder

Mood = state of mind

Emo = emotional

“Current mood:

emo.”

#EngageGenZ

Entertainment

Gen Z Decoder

Mood = state of mind

Emo = emotional

“Current mood:

emo.”

#EngageGenZ

How to engAge

1. Show how ordinary people can make a difference at your school and in the world.

Entertainment

Gen Z Decoder

Mood = state of mind

Emo = emotional

“Current mood:

emo.”

#EngageGenZ

How to engAge

1. Show how ordinary people can make a difference at your school and in the world.

2. Allow them to play an active role in your brand’s story — cast them as the hero.

Entertainment

Gen Z Decoder

Mood = state of mind

Emo = emotional

“Current mood:

emo.”

#EngageGenZ

How to engAge

1. Show how ordinary people can make a difference at your school and in the world.

2. Allow them to play an active role in your brand’s story — cast them as the hero.

3. Celebrate individualism, and the humans behind the brand — what’s real is what’s meaningful.

#EngageGenZ

✓ Compelling ✓ Authentic

✓ Clear ✓ Inclusive

✓ Humanizing ✓ Value-adding

It all comes down to telling sharing your story. And it had better be:

#EngageGenZ

Brands On Fleek

#EngageGenZ

#EngageGenZ

#NailedIt: Campbell’s

Takeawaythe solution is not always as simple as being on the right platforms. Your message has to resonate (the most powerful messages resonate with multiple generations).

#EngageGenZ

#NailedIt: Banksy

Takeawaytechnology is a fundamental way to connect, but remember that gen Z craves regular “digital detoxes.”

#EngageGenZ

#NailedIt: Converse

TakeawayBeing inclusive means relinquishing some of the control over your brand’s projection.

#EngageGenZ

#NailedIt: Taylor Swift

Takeawaytoday’s teens don’t want messages thrust upon them, they want a community. Bonus points for making strides toward personalized experiences.

#EngageGenZ

#NailedIt: Old Spice

TakeawayBrands that embrace their quirky elements, while remaining true to their authentic story, are rewarded.

Focus content based on gen Z mindsets and the experience goal you are trying to drive.

AD HOCNo plan exists for

generating engagement

OPPORTUNISTICEngagement is created

almost by accident, in a reactive way

REPEATABLEThe brand understands what

drives engagement and can replicate it

MANAGEDEngagement is pursued and created with intention, and

cross-functional collaboration

OPTIMIZEDEngagement strategies

are innovative and continuously improved

Experience Goal: Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy

TECHNOLOGYDigital is a fluid, organic part of their lives

Don’t be “thirsty”Measure to spot trends and

opportunitiesecho their desire to put themselves

out thereweave your story into their lives by creating something of value

FAMILY LIFENontraditional notion of family that includes extendeds and close friends

Learn and document how different audiences use different channels

Be intentional about channel usage for audience types

encourage interaction that crosses traditional boundaries

tap into the power of influence

EDUCATION & CAREERSFuture focused, with a desire to do something meaningful

Don’t be “thirsty” Rethink the “outcomes” story Help them see a clear path, but encourage explorationProvide tools and experiences, and partner with them to create

and experiment

SOCIAL ISSUESPassionate about changing what they don’t like in the world

Don’t be “thirsty”Show that you value a culture of

communityDemonstrate the tangible change

they can create with youInvite them to be a part of

something bigger than themselvesengage them in causes that align

with your brand’s values

ENTERTAINMENTAuthenticity, underdogs and weirdos rule

Immerse your team in gen Z culture and content

Determine what content elicits the desired response from your

communityCelebrate individualism

Show how ordinary people can make a difference

Cast them as the hero of your brand’s story

A Framework for Meaningful Engagement

GEn Z MindsEt

Content Approach:

#EngageGenZ

Your Gen Z Primer

GEn Z MindsEt

Download the Bookhttp://ologie.co/engagegenZ

#EngageGenZ

Questions? Comments? General nerdery?

As the kids say, “HMU” –

@CarolynLKent

ckent@ologie.com