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FUTURE GENERATION Z: A LOOK AT THE FUTURE

Gen z prez2

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FUTURE  GENERATION Z: A LOOK AT THE FUTURE

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1.  KEY CHARACTERISTICS 2.  WHAT SHAPED THEM 3.  IMPACT OF SOCIAL MEDIA 4.  GEN Z AS SHOPPERS

AGENDA

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A group of individuals born from the mid 90s to 2000s that includes todays kids and teens.

WHO ARE THEY?

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TECH-SAVVY

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WELL-INFORMEDTECH-SAVVY

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SELF-LEARNERS

WELL-INFORMEDTECH-SAVVY

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SELF-LEARNERS

WELL-INFORMEDTECH-SAVVY

ENTREPRENEURIAL

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SELF-LEARNERS

WELL-INFORMEDTECH-SAVVY

ENTREPRENEURIAL

COLLABORATIVE

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SELF-LEARNERS

WELL-INFORMEDTECH-SAVVY

ENTREPRENEURIAL

COLLABORATIVE

DIVERSE

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They’ve always had information at their fingertips.

WHAT SHAPED THEM?  

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They’ve always had information at their fingertips.

They’ve always had social media.

WHAT SHAPED THEM?  

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They’ve always had information at their fingertips.

They’ve always had social media.

They’ve always been able to communicate with brands.

WHAT SHAPED THEM?  

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INFORMATION AT THEIR FINGERTIPS

8 second

attention span

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Brains  reward  for  going    task-­‐to-­‐task    

8 second

attention span

INFORMATION AT THEIR FINGERTIPS

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Solu+on:  Frequent  Snackable  Content  

Brains  reward  for  going    task-­‐to-­‐task    

8 second

attention span

INFORMATION AT THEIR FINGERTIPS

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=  

So…Facebook is a lame obligation.

Parents

THEY’VE ALWAYS HAD SOCIAL

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CONNECTING WITH FRIENDS

SMS Texting WhatsApp Snap Chat

Instead, they connect via private social apps.

THEY’VE ALWAYS HAD SOCIAL

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Use public social to create rather than share.

THEY’VE ALWAYS HAD SOCIAL

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Social isn’t just social, it’s how they operate.

Social

Connect

Create

ResearchRecognition

Inspiration

SOCIAL IS MORE THAN JUST SOCIAL

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Brands used to influence consumer desires.

Brand

COMMUNICATION WITH BRANDS

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Brand

Brands used to influence consumer desires.

COMMUNICATION WITH BRANDS

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Brand Consumer

Brands used to influence consumer desires.

COMMUNICATION WITH BRANDS

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Now consumers influence brand growth.

Brand

COMMUNICATION WITH BRANDS

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Brand

Now consumers influence brand growth.

COMMUNICATION WITH BRANDS

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Brand Consumer

Now consumers influence brand growth.

COMMUNICATION WITH BRANDS

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Brand Consumer

Now consumers influence brand growth.

ModCloth  “Be  the  Buyer”  

COMMUNICATION WITH BRANDS

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CHANGE IN SHOPPER JOURNEY

See   Buy  

See   Buy  Aspira@onal  Browsing  

THEN

NOW

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5-POINT PATH TO PURCHASE

FINDING  OUT  

Aspira@onal  Browsing  

BROWSING   DECISION  MAKING  

BUYING   SHOW  &  TELL  -­‐  -­‐

 -­‐  -­‐  -­‐    

-­‐  -­‐  -­‐  -­‐  -­‐    

1 2 3 4 5

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FINDING OUT Make products visible on all platforms

1

Instagram   Tumblr   Polyvore   Pinterest  

SOCIAL MEDIA SCANNING

 -­‐  -­‐  -­‐    

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

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Digital and physical availability

BROWSING 2

Google  Search   Digital  Scrapbook   Price-­‐checking  compe@tors  

Physically  Interact  with  Product  

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DECISION MAKING 3 Make products comparable, enlist influencers

YouTube  Reviews   Peer  Opinion   Price-­‐Tracking  

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BUYING 4 Price products competitively and reasonably

In-store Online store

Bargain Websites

Second- hand

Ebay/Amazon

FIND THE BEST DEAL

 -­‐  -­‐  -­‐  -­‐    

   -­‐  -­‐    -­‐-­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

 -­‐  -­‐  -­‐  -­‐    

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BUYING 4 Price products competitively and reasonably

In-store Online store

Bargain Websites

Second- hand

Ebay/Amazon

FIND THE BEST DEAL

 -­‐  -­‐  -­‐  -­‐    

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

   -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  -­‐  

 -­‐  -­‐  -­‐  -­‐    

Shop via Social

 -­‐  -­‐  -­‐    

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SHOW & TELL 5 Shareability and continued communication

Haul videos

#NewClothes

Branded sharing

Need Affirmation  

?  

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SHOW & TELL 5 Shareability and continued communication

Haul videos

#NewClothes

Branded sharing

Need Affirmation  

Using your product to create

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SO WHAT?

Looking for patterns in which stage they drop off the pathway can help diagnose the problem, and gives the opportunity to optimize

the product or campaign.

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FUTURE  THANK YOU.