Today’s young people have a completely different mentality compared to those of a few years ago and this is also reflected in their purchases
Creative, digital, revolutionary. Today’s young people have a completely different mentality compared to those of a few years ago and this is also reflected in purchases. According to Spotify’s Culture Next study, Generation Z (those born between 1995 and 2010) has a completely new vision of the present and the future, with an impact on all aspects of life: from education to work and social relationships.
An interesting fact concerns the vision of society. In fact, 62% of those interviewed declared that they were ready to rebuild the entire social organization from the ground up. This figure, the result of a survey carried out in this year 2020, reflects all the events that have shaken the consciences and that have had the greatest impact on young people. First of all, the outbreak of the pandemic, which led to how distance learning and the increasingly frequent adoption of smartworkinkg, the killing of George Floyd and the victory of Joe Biden against Donald Trump.
In short, to connect with the youth of 2020 you need to know their values so you can create targeted advertising campaigns.
AUTONOMY AND CREATIVITY: THE NEW SOCIAL FOUNDATIONS OF THE NEXT GENERATION
If until a few years ago the average young person had the ambition to graduate and work in a fixed position, today for their future they dream of a career where they can express their aptitudes to the fullest. In fact, many consider an education plan other than a degree right out of high school, perhaps enrolling in training courses, where only a diploma is needed to enter and not necessarily a college degree. As for work, 65% of Generation Z youth plan to be, or already are, their own entrepreneurs. A completely innovative picture that destroys old beliefs.
REQUESTS TO BRANDS
In such a different context than in the past, the relationship with brands is also changing. For many of the members of Generation Z, a brand must not only sell useful products but must reflect values in line with their own thinking and involve them as much as possible in advertising campaigns. Enhancing the social responsibility of a brand is certainly a way to attract more young people, for example by mentioning good practices for respecting the environment.
But today it is known that through social networks it is possible to become part of a community and, more than seniors, young people comment on news or product launches. Therefore, by constantly updating social profiles with original and entertaining content, it is possible to increase the number of followers and win customers outside of your own ratget.
THE MOST REPRESENTATIVE CAMPAIGNS FOR YOUNG PEOPLE
The first step in talking to young people is to know their expectations. Invicta, in order to publicize the Eco Material collection (backpacks made of fabric recycled from bottles), has created a promotional campaign with synthetic language and austere graphics, suitable for magazines and newspapers and for e-commerce profiles. In the text, in fact, the group declares that for each backpack in the line, bottles have been recycled and that the goal of reusing 62 tons of plastic has been exceeded, so much so that to date the company has recycled 75 tons.
More engaging Vans, which last October launched Checkerboard Day, an initiative created to promote the power of creative expression globally. Following a period of isolation, this year’s Checkerboard Day was dedicated entirely to the vital role creativity plays in helping individuals and communities with mental health and wellness. This year, Vans plans to donate a sum of $1 million to 10 charities that offer programs focused on creativity as a resource to address mental and physical health-related stressors. The campaign also involved shoppers, inviting them to make donations or send selfies with Vans-branded jerseys.
Two examples of promotional campaigns that have strengthened their image through the communication of their values.
Edited by Matteo Melani