Gen Stop Talking About and Start Engaging #EngageGenZ Teenagers are intimidating And we are in the business of getting 16-year-olds to make a quarter-million-dollar decision #EngageGenZ They communicate constantly #EngageGenZ They communicate constantly They’re sensitive to oversharing #EngageGenZ They communicate constantly They’re sensitive to oversharing They have short attention spans #EngageGenZ They communicate constantly They’re sensitive to oversharing They develop their own language and social structures They have short attention spans #EngageGenZ They communicate constantly They’re sensitive to oversharing They have short attention spans They develop their own language and social structures They don’t just consume — they create (and manipulate, and share) #EngageGenZ How we engage them in meaningful ways? Start by understanding their mindset on a few key dimensions #EngageGenZ Technology “I’m digital AF, but HMU with something fire.” Gen Z Decoder AF = as f*ck HMU = hit me up Technology is an organic part of their lives, and they are masters of circumventing brand messages in their digital worlds HOW TO ENGAGE  Don’t be thirsty Your priorities are not theirs  Weave your story into their lives by creating something of value, rather than interrupting their moments  Echo their desire to put themselves out there — express the personality of your brand Fire = cool Thirsty = desperate #EngageGenZ Family Life “My mom and I are BFF (but my squad is still BAE).” Gen Z Decoder The idea of a “traditional” family structure is obsolete and they happen to be super close with parentals Friends are considered extensions of their family when it comes to making important decisions HOW TO ENGAGE  Tap into the power of influence by connecting with people that matter in their lives  But, be mindful of using channels that appeal most to each group of people BFF = best friend forever Squad = friends BAE = before anyone else #EngageGenZ Education & Careers “This homework is really beat, but my volunteer gig is clutch.” Gen Z Decoder Beat = undesirable Clutch = utter fulfillment They are future focused, and most already know what they want to study (but reserve the right to change their minds) Ultimately, they are entrepreneurial and want what they to mean something HOW TO ENGAGE  Help them see a clear path at your institution, but encourage exploration by connecting their endless adaptability to alternative options  Rethink the “outcomes story”— emphasize that doing what you love and changing the world for good are the hallmarks of success #EngageGenZ Social Issues “The world we live in is just ratchet.” Gen Z Decoder Ratchet = a mess Persistent access to the web + greater diversity all around them has expanded their worldview They are passionate about helping change what they don’t like about the world HOW TO ENGAGE  Invite them to be a part of something bigger than themselves Show that you value a culture of community  Demonstrate the tangible change they can create with you Give them opportunities to participate in meaningful work in and out of the classroom #EngageGenZ Entertainment “Current mood: emo.” They are drawn to underdog characters who change the world against all odds In fact, weird is the new black But you can’t manufacture this — they have impeccable BS detectors HOW TO ENGAGE  Show how ordinary people can make a difference at your school and in the world  Allow them to play an active role in your brand’s story — cast them as the hero Gen Z Decoder Mood = state of mind Emo = emotional  Celebrate individualism, and the humans behind the brand — what’s real is what’s meaningful #EngageGenZ It all comes down to telling sharing your story And it had better be: ✓ Compelling ✓ Authentic ✓ Clear ✓ Inclusive ✓ Humanizing ✓ Value-adding So, who’s killing it? #EngageGenZ Brands On Fleek #EngageGenZ #NailedIt: Campbell’s Takeaway The solution is not always as simple as being on the right platforms Your message has to resonate (the most powerful messages resonate with multiple generations) #EngageGenZ #NailedIt: Banksy Takeaway Technology is a fundamental way to connect, but remember that Gen Z craves regular “digital detoxes.” #EngageGenZ #NailedIt: Converse Takeaway Being inclusive means relinquishing some of the control over your brand’s projection #EngageGenZ #NailedIt: Taylor Swift Takeaway Today’s teens don’t want messages thrust upon them, they want a community Bonus points for making strides toward personalized experiences #EngageGenZ #NailedIt: Old Spice Takeaway Brands that embrace their quirky elements, while remaining true to their authentic story, are rewarded #EngageGenZ A Roadmap for Meaningful Engagement Focus messages and content based on Gen Z mindsets and the experience goal you are trying to drive Experience Goal: AD HOC No plan exists for generating engagement OPPORTUNISTIC Engagement is created almost by accident, in a reactive way REPEATABLE The brand understands what drives engagement and can replicate it MANAGED Engagement is pursued and created with intention, and cross-functional collaboration OPTIMIZED Engagement strategies are innovative and continuously improved Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy Don’t be “thirsty” Measure to spot trends and opportunities Echo their desire to put themselves out there Weave your story into their lives by creating something of value Learn and document how different audiences use different channels Be intentional about channel usage for audience types Encourage interaction that crosses traditional boundaries Tap into the power of influence GEN Z MINDSET TECHNOLOGY Digital is a fluid, organic part of their lives FAMILY LIFE Nontraditional notion of family that includes extendeds and close friends EDUCATION & CAREERS Future focused, with a desire to something meaningful Don’t be “thirsty” Rethink the “outcomes” story Don’t be “thirsty” Show that you value a culture of community Demonstrate the tangible change they can create with you Invite them to be a part of something bigger than themselves Engage them in causes that align with your brand’s values Immerse your team in Gen Z culture and content Determine what content elicits the desired response from your community Celebrate individualism Show how ordinary people can make a difference Cast them as the hero of your brand’s story SOCIAL ISSUES Passionate about changing what they don’t like in the world ENTERTAINMENT Authenticity, underdogs, and weirdos rule Help them see a clear path, but encourage exploration Provide tools and experiences, and partner with them to create and experiment Questions? Comments? General nerdery? As the kids say, “HMU” – @CarolynLKent ckent@ologie.com [...]... your school and in the world 2  Allow them to play an active role in your brand’s story — cast them as the hero Gen Z Decoder Mood = state of mind Emo = emotional 3  Celebrate individualism, and the humans behind the brand — what’s real is what’s meaningful #EngageGenZ It all comes down to telling sharing your story And it had better be: ✓ Compelling ✓ Authentic ✓ Clear ✓ Inclusive ✓ Humanizing ✓ Value-adding... killing it? #EngageGenZ Brands On Fleek #EngageGenZ #NailedIt: Campbell’s Takeaway The solution is not always as simple as being on the right platforms Your message has to resonate (the most powerful messages resonate with multiple generations) #EngageGenZ #NailedIt: Banksy Takeaway Technology is a fundamental way to connect, but remember that Gen Z craves regular “digital detoxes.” #EngageGenZ #NailedIt:... story”— emphasize that doing what you love and changing the world for good are the hallmarks of success #EngageGenZ Social Issues “The world we live in is just ratchet.” Gen Z Decoder Ratchet = a mess Persistent access to the web + greater diversity all around them has expanded their worldview They are passionate about helping change what they don’t like about the world HOW TO ENGAGE 1  Invite them to be... messages and content based on Gen Z mindsets and the experience goal you are trying to drive Experience Goal: AD HOC No plan exists for generating engagement OPPORTUNISTIC Engagement is created almost by accident, in a reactive way REPEATABLE The brand understands what drives engagement and can replicate it MANAGED Engagement is pursued and created with intention, and cross-functional collaboration OPTIMIZED... the control over your brand’s projection #EngageGenZ #NailedIt: Taylor Swift Takeaway Today’s teens don’t want messages thrust upon them, they want a community Bonus points for making strides toward personalized experiences #EngageGenZ #NailedIt: Old Spice Takeaway Brands that embrace their quirky elements, while remaining true to their authentic story, are rewarded #EngageGenZ A Roadmap for Meaningful... with you Invite them to be a part of something bigger than themselves Engage them in causes that align with your brand’s values Immerse your team in Gen Z culture and content Determine what content elicits the desired response from your community Celebrate individualism Show how ordinary people can make a difference Cast them as the hero of your brand’s story SOCIAL ISSUES Passionate about changing... innovative and continuously improved Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy Don’t be “thirsty” Measure to spot trends and opportunities Echo their desire to put themselves out there Weave your story into their lives by creating something of value Learn and document how different audiences use different channels Be intentional about channel... story SOCIAL ISSUES Passionate about changing what they don’t like in the world ENTERTAINMENT Authenticity, underdogs, and weirdos rule Help them see a clear path, but encourage exploration Provide tools and experiences, and partner with them to create and experiment Questions? Comments? General nerdery? As the kids say, “HMU” – @CarolynLKent ckent@ologie.com ... don’t like about the world HOW TO ENGAGE 1  Invite them to be a part of something bigger than themselves Show that you value a culture of community 2  Demonstrate the tangible change they can create with you Give them opportunities to participate in meaningful work in and out of the classroom #EngageGenZ Entertainment “Current mood: emo.” They are drawn to underdog characters who change the world... “This homework is really beat, but my volunteer gig is clutch.” Gen Z Decoder Beat = undesirable Clutch = utter fulfillment They are future focused, and most already know what they want to study (but reserve the right to change their minds) Ultimately, they are entrepreneurial and want what they do to mean something HOW TO ENGAGE 1  Help them see a clear path at your institution, but encourage exploration