The Ys Have It – And They’ll Give You The Zs
B&T’s Millennial gurus, Brian and Evan Mitchell from brand strategy agency HOW&Y (howandy.net), are back with their latest commentary peice. This time they argue you thought the Ys were confusing, wait for the arrival of the Zs…
The ankle biters are growing up.
To date Gen Z have delivered parental consumer spend through the nag factor. Now they’re coming of age as a consumer demographic in their own right.
So, what kind of consumers are they? What moves them, what excites them, what attracts and engages them? What will bring them to a brand, induce them to connect with the brand’s story, advance that connection over time and across the brand portfolio, and sustain this connection as an ongoing relationship?
Pretty much the same as for Gen Y.
And with so many marketers getting Ys so wrong, the danger is the disconnect will extend to the younger generation behind them.
Too many marketers and marketing writers have persisted in denying the exceptionality of Gen Y. “Same old same” attitudes are reflected in “same old same” brand messages. What’s always worked with earlier generations, Boomers and X, continues to be trotted out – ignoring all the reasons why these messages are often irrelevant, disengaging and even alienating to a generation with a completely new consumer mindset.
Gen Y are a paradigm shift in marketing. They represent not a shift in the marketing rules, but a total reinvention of the game.
Evidence for this is in no way obscure.
The proofs are there to be found in the subject areas of parenting, education, social modelling, social relationships, manners and mores in communication, tech subservience, and pop culture. And if soft science isn’t enough, throw in neurophysiology – specific changes in how Gen Y (and now Gen Z) assimilate, process and interpret information, and changes too in the development of the Prefrontal Cortex, impacting directly on Gen Y choice-making, taste-shaping, relationship formation and impulse control. We’ve laid out the evidence from these sources in numerous articles. And evidence beats conjecture.
Is bad history about to be repeated – with a new generation?
Will Gen Z be subject to the same knee-jerk evaluations?
A hint to the industry – you can’t predict the decision-making patterns of Gen Z without first understanding the factors that made Gen Y (“What Really Created the Gen Y Consumer”, B&T, Feb/March 2016, 88-92). We get a fix on the likely responses of a new generation by considering what they’re rebelling against within the previous generation. That’s the way it’s invariably worked – until Gen Y upset the applecart.
Understand Gen Y and you’ll understand Gen Z. Not because they’re identical – they’re not. But because, after the paradigm shift of simultaneously occurring dynamics that shaped the Gen Y mindset, things are back to how they were before. In the same way that Boomer messages could be tweaked to work with Gen X, Gen Y and Gen Z are on the same continuum. Their similarities define them, their differences inform on them. Gen Z provide marketers with the cues Gen Y did not.
Much of the Gen Z mindset has been shaped by rebellion, against the attributes they’ve seen Gen Y most castigated for. So rather than feeling entitled, stuck in the present and demanding “discovery”, they’ll look to the future with the sense that success must be worked for. The distinction of Gen Y as “multi-device” while the Zs are “hyper-device” makes them different in degree, not in kind. Tech-streamlined social media saturation will ensure that the intrinsic values of Omnipotentiality, Image and Identity will continue to sit at the heart of this coming generation’s aspirations.
Both generations define themselves by their Values. They make their choices based on these values. They demand to be related to in terms of these values, from brands as much as from anyone else.
Marketers have long known the appeal of buy one get one free. Why not then take advantage of the greatest BOGOF offer of all time – two generations for the price of one?
Please login with linkedin to comment
Brian Mitchell Designworks First Jobs HOW&Y us presidential electionLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.