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?
Trend Themes
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Less Serious Advertising — Generational shift towards youth group preferring more lighthearted, less self-conscious forms of brand communication.
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Pop Culture References — Companies utilizing pop culture references are becoming more and more popular to stay connected with younger demographics.
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Humorous Local Ads — Comical local ads that are absurd and humorous are becoming increasingly popular to grab attention during ad commercials.
Industry Implications
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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.
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Entertainment — Utilization of viral, playful advertisements are becoming increasingly popular by companies during popular entertainment television slots to drive engagement and online attention.
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Retail — Local humorous ads are becoming more popular to drive store traffic targeting local communities.
4 Featured, 35 Examples:
67,350 Total Clicks
Date Range:
May 16 — Jul 16
Trending:
Mild
Consumer Insight Topics:
