For the past few years, advertising and marketing industries have puzzled over how best to target the millennials, but as this generation inches towards their thirties, Gen Z – that is, anyone born post-1995 – are the new consideration.
Speaking at Ark Group’s Marketing & Communicating to Today’s Youth conference, brand strategist in youth marketing, and former strategic client partner of Nike Europe, Dan Pankraz, said it’s all about “brand heat”.
Brand heat is “how you create cultural friction and ignite interest in a brand”, Pankraz said, and identified a few major differences between Gen Z and Y for marketers to take note of.
“Younger people just don’t care that much about brands,” he said. “They’re so in their worlds, their own newsfeeds – and you have to compete with that. As Optus, your competitor is not Telstra or Virgin, it’s all the social entertainment your audience is experiencing.”
Generation Z are “technoholics” that shift from the online and real world at warp speed, and while Gen Y was multi-device, Gen Z is hyper-device, meaning they’re moving between screens at such a pace that it all becomes just one screen, Pankraz said.
“For marketers, how are we designing our experiences and content for those kinds of experiences?” he asked.
“There’s also a shift from collaboration to open source,” Pankraz added. “What we’re now seeing is the growth of coders and developers – and brands need to create ecosystems that invite you in to help make it better.
“Yes, brands define the construct and who they’re going to go after, but the best brands allow an audience to create and shape the narrative.”
They’re also increasingly seeking intimacy over the oversharing attitudes of Gen Y, with Snapchat and Instagram leading the charge over Facebook.
An example Pankraz shared was a recent collaboration between Nike and Airbnb to announce the arrival of Kevin Duran to the Golden State Warriors NBA team. Rather than launch a massive campaign, they decided to give Airbnb users the chance to spend the night in a specifically curated gallery that reflected Duran’s world and San Francisco.
“It was that little idea of a cultural partnership that created mass heat around the brand because it was something new and exciting, and taps into the ‘new’ hotel experience for younger users,” Pankraz explained, adding that it was doing something big that maintained the essence of intimacy.
Pankraz listed Newness, Energy, Influence and Familiarity as essential for marketing to Gen Z.
“Align yourself with where culture is going,” he said.
“Culture is changing all the time and the best brands harness that when something’s on the rise and create new cultural narratives. And they do this by tapping into cultural moments that happen throughout the year, and creating content around news stories, events, sports.
“It’s also about social proof – the notion that people like me buy this brand – and that starts at a young age.
“People are social beings, we want to be part of brands that drive broader meaning in social groups.”
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]