Getting to Know Your Youngest Customers
“The Rise of Alpha” is the title of a new study that alerts us to the need to understand the cohort of kids under age 12. Read more »
gen Z
- Research & Data Quality
- Article
Navigating the Evolving Media Landscape
The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessImproving Eco-Friendly Advertising
A new study finds that “green appeals” in advertising should be gender neutral, especially when the ad is directed at young males.
Demystifying the Multigenerational Workplace
On May 18th, 2023, ARF Young Pros met to discuss how generational differences can affect behavioural preferences and tendencies in the workplace. Multigenerational teams are the new normal with at least four generations in the workforce today. Age correlates less and less with expertise and authority and the need for effective collaboration across generations is therefore more valuable than ever.
Unlocking GenZ on Social Video
There are 500 hours of content uploaded to YouTube every minute. TikTok is the most downloaded social app. According to the Global Video Measurement Alliance, there was a 55% growth in total time spent on consumption of social video. Gen Z spends more time with social video than any other demographic. Kate Ginsburg, Tubular Labs, explored this coveted demo’s social video viewership, e-commerce consumer behaviors, and the opportunities for brands. Social video needs to a part of the marketing strategy. It is where brands and advertisers must be to engage with Gen Z.
How Diversity in Advertising is Evolving
The event addressed how diversity in advertising is evolving. Consumers want to buy from companies that commit to diversity but mere representational presence in ads is not enough. Brands that produce creative that is authentic in context, and elicits emotion from consumers, will garner loyalty and ROI. Leaders from Microsoft and Kantar shared how we can collectively understand nuances better to debunk stereotypes and empower all groups of people.
Demystifying the Multigenerational Workplace
On May 18th, 2023, ARF Young Pros met to discuss how generational differences can affect behavioural preferences and tendencies in the workplace. Multigenerational teams are the new normal with at least four generations in the workforce today. Age correlates less and less with expertise and authority and the need for effective collaboration across generations is therefore more valuable than ever.
THE LAST WORD
Capping off the final day of sessions, Kantar’s Michelle Eule led a lively commentary on whether the generation consumers are born into really matters as an influence for marketing and if other psychographics or demographics are more important.
Redrawing the Marketing Plan—How to Activate Brands Effectively for GenZ
In this session, Aarti Bhaskaran (Snap) and Priscilla Aydin (OMG) presented their partnered research that investigated: the channels, platforms and motivations Gen Z utilizes to consume content; Gen Z’s expectations from brands as well as their receptivity to different types of messaging; how brands can effectively converse and plan for GenZ, including selecting the right platforms/media, cultural moments and developing authentic messaging.
DISCUSSION
This panel, moderated by Scott McDonald, led a discussion in response to the presentations on the generational implications in marketing and advertising. Topics of discussion included the notion of labels and challenges that can be associated with them, using generational attributes as a starting point or a “lens,” and the idea that while generations may be an indicator, values and certain behaviors can “transcend age.”