Aljan de Boer +31(0)6 3190 7499 aljan@trendsactive.com www.trendsactive.com MILLENNIALS | INTERACTIVE & NETWORKED
Today Today How to create value Technology is not a for and with differentiator! four generations? We enable you to be human-proof Aljan de Boer Head of Inspiration @aljandeboer @trendsactive
Clients Some cases “Enable us to “Reposition “Develop our “Develop guiding “Activate our reconnect with the Donald Duck in consumer principles for our health insurance consumer through a relevant way segmentation and our content strategy by creating repositioning and for today’s help us to activate strategy” our proposition.” rebranding- consumers.” it internally ” Sociocultural trendmodel Sociocultural trendmodel Gender trends Generation trends Societal trends Macro trends Baby Lack of Visual Women Generation X boomers trust culture In charge Visual Overload Proud Skeptical Authenticity Sociocultural trends Conscious Third Age Purposeful actions Experiential Pragmatic Social Concerned Humanize Smart & playful Work-life balance Changing needs and behavior of people. Quest for Connected Men Millennials Generation Z happiness society Product & market trends Modern hunter Interact Meaning Me-centric Realistic Multidimensional Instant gratification Best of both worlds Networked Make it happen Counter Reaction Optimistic Pluralistic Control Mindful
Methodology Generation Z Millennials Insights Interpretation Implementation phase phase phase Find the right Develop the right Create the right insight. opportunities. solutions. Generation Z Generation trend Born between 1998 & 2015 4-21 years old characteristic one Realistic characteristic two Make it happen born between 1998 & 2015 Generation Z 3-20 years old characteristic three Pluralistic
Generation Z formative years Between 10-25 years old characteristic one Realistic characteristic two Make it happen born between 1998 & 2015 3-20 years old characteristic three Pluralistic REALISTIC | GENERATION Z x GENERATIE Z | FORMATIEVE JAREN REALISTIC | GENERATION Z | REALISTIC | GENERATION Z Veranderende behoeftes en gedrag van mensen.
REALISTIC | GENERATION Z REALISTIC | GENERATION Z “we are the first generation to feel the impact of climate change and the last generation who can do something about it.” Barack Obama REALISTIC | GENERATION Z REALISTIC | GENERATION Z
REALISTIC | GENERATION Z REALISTIC | GENERATION Z Generation Z is Generation Z is Realistic Realistic So a brand should: Cater to their realistic mindset
Australian NRMA Insurance makes something intangible, tangible with a great With its quirky branding and emphasis on simplicity, Oscar is a real "hipster" OSCAR IKEA NRMA IKEA \ \ experience. Through 3D Virtual reality technology, people can experience what it is like Every week, Spotify offers its customers a me-centric playlist. Every week, Spotify offers its customers a me-centric playlist. health insurance company poised to "make health insurance suck less.” to be a test dummy at this Crashed Car Showroom. Connect with us on LinkedIn and Instagram to find bonus material! Triodos uses morality as a compass for investing. It shows that it’s not algorithms and https://www.youtube.com/watch?v=xwx7NnPQ44U TRIODOS robots who decide where to invest, but rather, Triodos uses real people to invest in real people.
Generation trend Generation Z is Born between 1981 & 1997 22 - 38 years old Realistic So a brand should: Cater to their realistic mindset Millennials Millennials Millennials characteristic one characteristic one Me-centric Me-centric characteristic two characteristic two Optimistic Optimistic born between 1998 & 2015 born between 1998 & 2015 3-20 years old 3-20 years old characteristic three characteristic three Networked Networked
formative years Between 10-25 years old MILLENNIALS MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC
MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC MILLENNIALS ARE Me-centric MILLENNIALS | OPTIMISTIC MILLENNIALS | ME-CENTRIC MILLENNIALS | ME-CENTRIC LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD VISUAL CULTURE - SMART & INTELLIGENT GENERATION Z - MAKE IT HAPPEN MILLENNIALS | ME-CENTRIC
MILLENNIALS ARE Me-centric SO A BRAND SHOULD: Make them feel special With a team of 80 data-scientist Stitch Fix curates clothing for its customers based on someone’s STITCH FIX IKEA personal browsing history. The subscription based e-commerce company delivers the boxes to customers’ doorstep. More than 3000 stylist finish the job by adding a perusal note to the box. VISUAL CULTURE - SMART & INTELLIGENT LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD MILLENNIALS | ME-CENTRIC GENERATION Z - MAKE IT HAPPEN In order to provide better access to financial advice, NTUC created the Adviser Combing tech and human touch to make millennials feel special. The whole CX is trying to NTUC FORWARD YOU NTUC IKEA \ Connect. With this Tinder- style chat tool you can choose a financial adviser who Every week, Spotify offers its customers a me-centric playlist. get Millennials in touch with the financial advisor. suits you best, based on their profile and interests.
For so called ‘sneaker heads’ NIKE offers an online community where customers can unlock NIKE NIKE Their AR driven app gives a sneak peak into the potential future of retail. exclusive content and even products. MILLENNIALS ARE Me-centric SO A BRAND SHOULD: Generation Z Millennials Make them Realistic Me-centric feel special Make it happen Optimistic Pluralistic Networked GENERATION Z - MAKE IT HAPPEN VISUAL CULTURE - SMART & INTELLIGENT MILLENNIALS | ME-CENTRIC LACK OF TRUST | DRIVER 1 – INFORMATION OVERLOAD
Generation Z Millennials Download this presentation at: Cater to their Make them trendsactive.com/stockholm realistic mindset feel special Connect with us on LinkedIn and Instagram to find bonus material! Aljan de Boer +31(0)6 3190 7499 aljan@trendsactive.com www.trendsactive.com
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