Appealing to the personal brand-free Gen Z calls for odd content
Implications - Unlike their Millennial predecessors, members of Generation Z are not consciously accumulating brands, services and products to inform a personal brand. Instead, they prefer a more lighthearted, less self-conscious form of brand communication. This calls for abstract advertising that does not take itself too seriously, illustrating a key difference between these youth groups.
Workshop Question - Where does your brand take itself "too seriously" in the eyes of younger consumers and how can you loosen the reigns for a more relaxed brand image?
1. Less Serious Advertising - Generational shift towards youth group preferring more lighthearted, less self-conscious forms of brand communication.
2. Pop Culture References - Companies utilizing pop culture references are becoming more and more popular to stay connected with younger demographics.
3. Humorous Local Ads - Comical local ads that are absurd and humorous are becoming increasingly popular to grab attention during ad commercials.
1. Marketing - The shift towards less serious advertising and pop culture references requires marketing professionals to come up with new and creative strategies to stay in connection with their younger audiences.
2. Entertainment - Utilization of viral, playful advertisements are becoming increasingly popular by companies during popular entertainment television slots to drive engagement and online attention.
3. Retail - Local humorous ads are becoming more popular to drive store traffic targeting local communities.