Gen Z Will Change the World (Vol.1) eBook (3)
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STATE OF THE YOUTH NATION<br />
<strong>Gen</strong> Z <strong>Will</strong><br />
<strong>Change</strong> <strong>the</strong> <strong>World</strong><br />
<strong>eBook</strong> Series <strong>Vol.1</strong> / 3<br />
Originally produced by YouthSight*<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
Who are <strong>Gen</strong> Z<br />
in 2021?<br />
We describe <strong>Gen</strong> Z as <strong>the</strong> generation<br />
of young people born from 1995<br />
onwards.<br />
As of today (2021) <strong>the</strong> oldest are<br />
currently 26 years old.<br />
*This <strong>eBook</strong> was originally produced<br />
by <strong>the</strong> YouthSight team - who are<br />
now part of Savanta<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
No o<strong>the</strong>r research agency<br />
knows more about <strong>Gen</strong> Z<br />
Our bespoke research is informed by<br />
exclusive tracking data from <strong>the</strong> UK's<br />
leading <strong>Gen</strong> Z insight tracker, State of<br />
<strong>the</strong> Youth Nation.<br />
This <strong>eBook</strong> provides <strong>the</strong> stories and<br />
patterns that have emerged from our<br />
tracking data to reveal how <strong>Gen</strong> Z love<br />
to spend <strong>the</strong>ir free time. Read on to<br />
learn how <strong>Gen</strong> Z are effecting change<br />
and how you can use this insight to<br />
shape your marketing strategy.<br />
Savanta was born when eight best-in-class agencies, all specialists<br />
in <strong>the</strong>ir fields, joined forces to offer big agency benefits, while<br />
retaining a refreshingly boutique mindset.<br />
Since conception, we’ve expanded our sector expertise by adding<br />
more agencies to our family.<br />
The result? A full range of integrated intelligence services at global<br />
scale, married to deep sector, issue and methodological expertise,<br />
delivered with an entrepreneurial spirit and client-first mindset.<br />
All to help our clients. Make Better Decisions.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
What's covered in<br />
this <strong>eBook</strong>...<br />
<strong>Gen</strong> Z will change:<br />
The way we view gender identity<br />
Our footprint on <strong>the</strong> planet<br />
How we influence<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
<strong>Gen</strong> Z will change <strong>the</strong> way we<br />
view gender identity<br />
Young people are questioning <strong>the</strong>ir<br />
identity, reclaiming labels and rejecting<br />
<strong>the</strong> status quo to make <strong>the</strong> world more<br />
fair and equal.<br />
56 %<br />
DID YOU KNOW...<br />
5 6 % o f y o u n g m e n<br />
a g e d 1 6 - 2 5 d o n o t<br />
f e e l p r e s s u r e t o<br />
c o n f o r m t o a<br />
m a s c u l i n e<br />
s t e r e o t y p e<br />
Source: State of <strong>the</strong> Youth Nation, Nov<br />
2017, n=489<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
<strong>Gen</strong>der identity<br />
<strong>Gen</strong> Z want to tell <strong>the</strong>ir own story, and<br />
forward-thinking brands are making<br />
this possible – for example; Unilever<br />
antiperspirant, Axe or Lynx, Broadly’s<br />
or see recent non-binary and<br />
transgender stock photo collection<br />
which aimed to normalise <strong>the</strong> use of<br />
<strong>the</strong>se photos and broaden identity<br />
representation.<br />
This is bigger than gender, sexuality,<br />
race, weight or disability.<br />
This is about recognising that <strong>the</strong><br />
standard list that says who you are<br />
and what you can be doesn't work for<br />
young people anymore.<br />
W i l l g e n d e r a s w e<br />
k n o w i t b e o u t d a t e d<br />
o r e x p a n d e d ?<br />
5
1<br />
G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
<strong>Gen</strong> Z will change our<br />
footprint on <strong>the</strong> planet<br />
The first UK youth climate strike<br />
occurred in February 2019, where over<br />
15,000 schoolchildren took to <strong>the</strong><br />
streets calling for political action to<br />
address climate change.<br />
Climate change is steadily increasing<br />
in importance for young people.<br />
For you, what are <strong>the</strong> most<br />
important political issues? –<br />
Climate <strong>Change</strong><br />
49%<br />
13%<br />
Sep 15 Jun 20<br />
Source: State of <strong>the</strong> Youth Nation, June 2018, n=467<br />
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G E N Z UW NI L L I KC EHL Y A NC GO E UTP HL IE N GW O R L D V O L . 1<br />
Our footprint<br />
There are increasing<br />
numbers of brands<br />
with <strong>Gen</strong> Z appeal<br />
who are putting <strong>the</strong><br />
mission to reduce<br />
<strong>the</strong>ir environmental<br />
impact at <strong>the</strong> heart of<br />
<strong>the</strong>ir businesses.<br />
For example, ASOS<br />
with <strong>the</strong>ir recycled<br />
'easy on your<br />
conscious' denim and<br />
IKEA who are<br />
promoting sustainable<br />
forestry practices.<br />
<strong>Gen</strong> Z see<br />
<strong>the</strong>mselves as<br />
guardians of <strong>the</strong><br />
planet. Going forward<br />
<strong>Gen</strong> Z will be<br />
increasingly calling<br />
on businesses to<br />
prioritise preservation<br />
over profit.<br />
How will your<br />
organisation promote<br />
preservation above<br />
profit?<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
<strong>Gen</strong> Z will change<br />
how we influence<br />
Influencer marketing is <strong>the</strong> new<br />
darling of <strong>the</strong> marketing mix and it<br />
works because of its impact on<br />
purchasing behaviour.<br />
40 % DID YOU KNOW...<br />
4 0 % o f G e n Z s a y<br />
t h a t t h e i r f a v o u r i t e<br />
Y o u T u b e r<br />
u n d e r s t a n d s t h e m<br />
b e t t e r t h a n t h e i r<br />
o w n f r i e n d s<br />
Source: Google<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
Influencer marketing<br />
Despite its impact, last year was a<br />
difficult year for <strong>the</strong> fledgling and<br />
unregulated influencer industry. We<br />
saw influencers having to be more<br />
transparent about sponsored posts<br />
and <strong>the</strong> notorious FYRE festival fail<br />
called into question how brands use<br />
influencers to pay for an illusion.<br />
With most youth marketing strategies now<br />
anchored on influencer marketing, <strong>the</strong> key<br />
to it’s success will be retaining <strong>the</strong><br />
au<strong>the</strong>nticity of <strong>the</strong> 'talent'.<br />
What would we do without influencer<br />
marketing?<br />
And, in a speech last summer,<br />
Unilever’s CMO Keith Weed called on<br />
<strong>the</strong> influencer ecosystem to “rebuild<br />
trust before it’s gone for ever”.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
Want to<br />
learn more?<br />
Book a demo<br />
A State of <strong>the</strong> Youth Nation subscription helps leading<br />
brands make better youth market decisions.<br />
Our tracking product will equip you with <strong>the</strong> tools to<br />
better engage with young people, and put <strong>the</strong> drivers that<br />
shape <strong>the</strong>ir worlds at <strong>the</strong> heart of your team's youth<br />
market decisions.<br />
Annual subscription gives you instant access to:<br />
Latest <strong>Gen</strong> Z insights - Be better prepared with <strong>the</strong><br />
most up-to-date tracking data (nat rep)<br />
Regular webinars - Who is <strong>Gen</strong> Z? How to get cut<br />
through? What drives loyalty? Best practice 101<br />
<strong>Gen</strong> Z and your business - We will deliver an actionorientated<br />
insight deck to inspire change.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 1<br />
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