Find real depth
Broad stroke labels have created a pseudo understanding of this cohort when there is so much more complexity than we can imagine. Born into a world of connectivity, fluid immigration and economic crisis these dynamics challenge homogeneity.
Young people the world over are the new consumer powerhouse – the US predicts Gen Z alone will represent 40% of consumers by 2020, while in Asia Pacific the ‘millennial’ generation is expected to have the largest spending power ever!
Go beyond preference
Brands are facing more competition than ever before as consumers wrestle back purchase power. Brand preference is ever more challenging because people expect more – it’s not enough that your product does what it says on the tin.
Build dialogues not demands
To win this new consumer they have to identify with you. That is why understanding our audience beyond a demographic and media behaviour, with a move towards cultural significance, is imperative. Young Blood is a ‘way in’ for brands to challenge that status quo, to stand up and out of their routine and build relevance with a diverse audience base that will ultimately decide their on-going success.