What Is Generation Z, And What Does It Want?

“And you thought you had just figured out millennials. It’s time to start wringing your hands about the new generation that’s about to enter the workforce. What do they even want?”

“Poor Generation Z. The oldest members of this cohort are barely 18 and they’re already getting a bad rap. Media and market research companies have labeled them “screen addicts” with the attention span of a gnat. And the pressure: They only have the weight of saving the world and fixing our past mistakes on their small shoulders.”

“1: It’s not an attention problem, It’s an 8-second filter.” “Gen Z have a carefully tuned radar for being sold to and a limited amount of time and energy to spend assessing whether something’s worth their time. Getting past these filters, and winning Gen Z’s attention, will mean providing them with engaging and immediately beneficial experiences.”

“2: They’re not screen addicts, They’re full-time brand managers.”
“On a personal level, Gen Z seek immediate validation and acceptance through social media, since that’s where all their peers are and where many of the important conversations happen.”
“On a professional level, Gen Z are hyperaware of the negative stereotypes that have plagued millennials.”
“The majority of the people in our study also said that their ability to communicate clearly in person, specifically with older adults, was the number one skill that would ensure their future success.”

“3: They’re not all entrepreneurs—They’re practical pragmatists.”
“Whereas millennials were criticized for their lack of focus, Gen Z are determined to plan ahead. Gen Z have been strongly shaped by their individualistic, self-reliant Gen X parents and they’re committed to avoiding the mistakes their meandering millennial predecessors made.”

http://www.fastcoexist.com/3045317/what-is-generation-z-and-what-does-it-want?utm_source=mailchimp&utm_medium=email&utm_campaign=coexist-weekly&position=2&partner=newsletter&campaign_date=05072015
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Is your advertising meaningful? Dicks Sporting Goods leads the way

Many businesses have spent developed budgets, hired creative directors, and surveyed test groups just to provide the best advertising. Is it diverse? Check. Good product placement? Check. Did we avoid regulatory defects? Check. So, what is missing? THE EMOTION. THE CONNECTION. THE REALITY.

In the article below we learn how Dick’s Sporting Goods has spent that last two-three years building an emotional relationship with the potential consumer through their TV advertisements (NOVICE NOTE: The campaign as a whole is marketing the TV commercial alone is just advertising). Meanwhile they are building a community outreach program for those who feel connected enough to donate.

The reality is, in today’s world is not enough to just promote the logo of your business, have a buy here buy now ad, and get the sale. Consumers are more business savvy and quciker to reject those who are not authentic. They hold businesses responsible on a deeper level and want a humanized element to the business approach. How well can you pull on the heart strings? It doesn’t have to be a tear jerker everytime, but showing the consumer that you understand who they are and what type of lives they lead.

If you want to see examples of how it is done right see the Dick’s Sporting Good commercials here: http://goo.gl/eWND6H

If you need help organizing your campaign click here http://goo.gl/EeWkGt and reach out to us directly.

Thanks for reading!
The SquareBall