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Brands Get Ready: Gen Z Are Growing UpJane Ng
Executive Director, Client Consulting
Kantar Millward Brown Philippines
3
Think Millennials were a big deal?
Just wait for Centennials.
MILLENNIALS
BORN1979-1996
AGES
21-38IN 2017
GLOBAL POPULATION
1.75 BILLION
CENTENNIALS
BORN1997-present
AGES
0-20IN 2017
GLOBAL POPULATION
2.46 BILLION
GenX Boomers Matures
1965-1978 1946-1964 1945 and earlier
39-52 53-71 72+
4
40 million-strong, Generation Z
Filipinos comprise the biggest
segment of Philippines
population.
40%
30%
16%
12%
3%
Z (0-20) Y (21-38)
X (39-52) Boomers (53-71)
Matures (72+)
Based on 2015 national census, there were 100,979,303 Filipinos two years ago.
Source: Philippine Statistical Authority
51% 52% 51% 51% 49% 39%
49% 48% 49% 49% 51% 61%
Total PHL Gen Z Gen Y Gen X Boomers Matures
Philippines Population 2015
Male Females
5
Gen Z’s mantra is ‘good things come to those who act,’ and they aren’t
going to let age, education, employment or lack of resources stop them
from making their mark on the world.
- Sheryl Connely, Global Consumer Trends and Futuring, The Ford
Motor CompanyWhat are they like?
GenZ GenY GenX Boomers Matures
Use internet throughout the day 52 46 37 31 26
Multiple devices 31 28 18 17 12
Finding articles to read, or videos to watch 81 73 73 68 68
Chatting on FB 39 40 42 41 52
Chatting on FB Messenger 44 37 38 39 28
Keeping up with news and live events on SNS 78 75 69 61 68
Keeping up with bloggers, celebrities, or online
personalities on SNS73 64 62 58 55
Read brands online weekly 23 20 20 9 3
Watch brand content on YouTube 50 45 39 35 22
Ask brand questions on mobile apps 37 36 33 27 24
Tag brand opinion on FB 68 61 62 51 48
Source: Kantar TNS Connected Life Philippines 2016-2017
Gen Z are on mobile and social. They are like Gen Y on steroids.
But don’t be too quick to stereotype them
Q: From the following statements choose all that you identify with more.
Supposedly Gen Z attitudes Gen Z Gen Y Gen X
Every time I have any kind of query I just Google it 44% 58% 64%
I only enjoy content that feels honest and real 41% 51% 60%
I want a job with the opportunity to grow quickly 38% 52% 61%
I´m very careful with the information I share in social
media, I really value my digital privacy38% 51% 58%
I like to have always-on access to music via digital
platforms37% 36% 33%
8
67% of GenZ
buyers shop in-
store most of
the time.
- A new study, released by IBM
and the National Retail
Federation, polled over 15,000
consumers between the ages of
13 and 21 from 16 different
countries
Gen Z still prefer
to shop in a
store versus
online.
- a research study
commissioned by Euclid
Analytics
64% of Gen Z
shoppers prefer
brick to click.
- Retail Experience
9
A cohort raised to dial…
… will have a different
outlook on the world from a
cohort born to swipe.
10
How do we engage Gen Z?
11
1. Respect their
space online.
A lack of
boundaries
invites a lack of
respect
Because Gen Z are more skeptical to most advertising formats
Net +ve % Gen Z Gen Y Gen X
Online display ads (mobile) 41% 49% 43%
Online display ads (laptop or PC) 39% 46% 54%
Video ads (laptop or PC) 33% 45% 44%
Video ads (mobile) 29% 38% 33%
Online search ads 32% 45% 55%
TV ads 53% 76% 81%
Radio ads 30% 60% 63%
Billboard/Outdoor ads 51% 72% 70%
Cinema ads 46% 63% 59%
Product placements in movie or shows 54% 59% 64%
Magazine ads 42% 56% 72%
Newspaper ads 40% 61% 73%
Direct mail (postal) 27% 41% 38%
Traditional
Media
DigitalMedia
Avoid intrusive formats – they are Gen Z’s least favorite
Net +ve % Gen Z
Mobile app reward 52%
Skippable pre-roll 38%
Skippable vertical video 38%
Social click-to-play 34%
In-banner click-to-play 30%
Skippable mobile app pop-up 28%
View to play 26%
Social auto-play 18%
In-banner auto-play 17%
Pre-roll 8%
Mobile app pop-up -5%
LevelofControl
21%27%
31%27% 28% 25%
10%
6am-9am 9am-12nn 12nn-3pm 3pm-6pm 6pm-9pm 9pm-12mn 12mn-6am
Find the right moments to targeting Gen Z
46% of Gen Z are most open
when looking for information
44% of Gen Z are most open
when they are in a relaxed mode
Time of the day more positive towards ads
15Driving growth through innovation
FIND YOUR MOMENTS: the intersection of Gen Z,
occasions, emotions, and motivations.
COMMUNICATING MOMENTS: It’s not just about the
time of the day. What are we communicating to Gen Z at
that moment in time of their need?
16
2. Finding the
right creative
approach.
Even when control is given, there remains skepticism towards advertising vs other Generations
Skip
Fast forward
Close
Mute
Hide
Ignore
38%
35%
27%
25%
18%
15%
53%
48%
30%
31%
24%
19%
46%
36%
23%
21%
17%
15%
Gen Z Gen Y Gen X
Positivity towards Ads which allow different types of control
Create Great Digital Content To Break That Wall of Skepticism
21
Generate an
emotional response
Tell a story
Get the length
just right
Consider special
effects/powerful
unique design
Consider music that
engages people and
the audience relates to
Avoid overloading with
‘messages’ - a positive
impression may be enough
Branding matters more
than ever –
integrate early
Structure your ad to engage
people and ensure the
skip matters less
For social content –
make it work
without audio
Consider humor –
just make sure it’s funny for
your audience!
Humor, Augmented reality, music & stories are most favored by Gen Z.
Types of characteristics which increase positivity towards ads
53%Funny or humorous
49%Has augmented reality
47%Has good music
41%Tells an interesting story
Content marketing: a new wave of experimentation for Marketers
Find the right cultural & creative
elements that will resonate with
Gen Z
1
Humor Music Augmented Reality
Brands need to look even deeper into Gen Z to
dimensionalise creative tones which will work for them.
Experiment with more innovative
online formats to engage
2
Sponsored filters 45%
Sponsored lenses 42%
Expandable ads 28%
Native ads 28%
Take over ads 24%
Net positivity towards different types of online
advertising among Gen Z
Gen Z are more open to sponsored
filters & sponsored lenses vs other
types of online ads. Consider how
to engage them effectively outside
of the “traditional” digital formats
Content marketing: a new wave of experimentation for Marketers
Make it Personal3
25
3. Be Social.
Be Meaningful.
Be Loved.
There is a real challenge for brands to engage meaningfully Gen Z beyond the current interactivity levels
Positivity towards ads based on types of interactivity
40%Like, share or comment
on the ad
40%Find out more about the
brand (e.g. link to
website)
35%Choose my favorite among
several options
28%Vote for something to happen
27%Take decisions (stories,
characters)
25%Join a conversation about the
campaign
19%Sign up for more content from the
brand
17%Interact via an assignment
Even with branded content, receptivity is not as great as other generations.
Gen Z Gen Y Gen X
Tutorials 54 77 81
Social media feeds 54 62 71
Branded events 48 68 66
Native articles 46 66 64
Sponsored events 46 66 71
Brand information 45 71 71
Expert reviews 45 72 74
User reviews 45 70 72
Social media celebrity content 44 48 53
Shopping content 43 64 64
Magazine advertorials 41 59 65
Celebrity content 37 42 47
To break the receptivity wall when using branded content, offer an exchange of information to trigger interest
59%Provides new
information
57%Offers tips or solutions
28%Contains a
person/character that
I´m interested in
26%Features music that is
appealing to me
Positivity towards branded content which…
But to facilitate an active mindset towards branded content, build brand love
I will seek out branded content if it´s for a brand I love
43%
What does this mean for Marketers? Gen Z wants to look deeper into brands and learn about
their story, their purpose and details about their
production processes, so they can determine if the
brand’s values match their own. Brands need to think of
how they can cascade this through strategically placed
branded and sponsored content.
Curate Meaningful Brand(ed) Content1
Tasty Uber Airbnb
What does this mean for Marketers?
Don’t forget to build Brand Love2
16M views
382K Shares
1M Likes
14M Views
516K Shares
625K Likes
10M Views
322K Shares
521K Likes
Gen Z will take the proactive stance of looking for your
content if it is a brand they are interested in. Critical to
ensure that digital content drive both short term & long
term brand effects
32
4. Execute to win
at POS
A perfect storm of disruption
Consumers, retailers and manufacturers
are all undergoing fundamental shifts
Must understand omni-shopper dynamics of GenZ
Understand the shopping moments of Gen Z
Connected Shopper study in soft drinks, Kantar TNS 2016
Missions and
occasions, not shopper
types, are the primary
drivers of shopper
behaviour.
Help Gen Z shoppers control their currencies
Winning with Generation Z
Respect their space online
Find the right creative approach
Be Social. Be Meaningful. Be Loved.
Execute to win at POS
Some thoughts about Gen AlphaThe Children of Millennials
“Screenagers” Bots: Between Brands and Gen Alpha
Going beyond transactions:How do brands avoid losingthat emotional connectionwhile riding on theefficiencies of bots?
Some thoughts about Gen AlphaThe Children of Millennials
The world comes with social
networking by default
Smart nations
As Gen Alpha grows into a smarter, cashlessworld, how do brands evolve their retailexperience to cater to this generation?
Gen Alpha does not know what a worldwithout social media looks like. How dobrands compete more effectively to stayconnected to Gen Alpha?
Brands Get Ready: Gen Z Are Growing UpJane Ng
Executive Director, Client Consulting
Kantar Millward Brown Philippines
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