Gen z stop talking about and start engaging them

They don’t just consume — they create and manipulate, and share... How do we engage them in meaningful ways?. Weave your story into their lives by creating something of value, rather t

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 develop their

own language and

social structures.

#EngageGenZ

They develop their

own language and

social structures

They don’t just

consume — they create

(and manipulate, and share).

#EngageGenZ

How do we engage

them in meaningful ways?

Start by understanding their

mindset on a few key dimensions.

#EngageGenZ

1 Don’t be thirsty Your priorities are not theirs.

2 Weave your story into their lives by creating

something of value, rather than interrupting their moments

3 Echo their desire to put themselves out

there — express the personality of your brand

“I’m digital AF,

but HMU with

something fire.”

#EngageGenZ

BAE = before anyone else

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is obsolete and they happen to be super close with parentals Friends are considered extensions of their family when it comes to making important decisions

1 Tap into the power of influence by connecting

with people that matter in their lives

2 But, be mindful of using channels that appeal

most to each group of people

“My mom and I

are BFF (but

my squad is still

BAE).”

#EngageGenZ

Education & Careers

HOW TO ENGAGE

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

1 Help them see a clear path at your institution,

but encourage exploration by connecting their endless adaptability to alternative options

2 Rethink the “outcomes story”— emphasize that

doing what you love and changing the world for good are the hallmarks of success

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

“The world we

live in is just

ratchet.”

#EngageGenZ

is the new black But you can’t manufacture this

— they have impeccable BS detectors

“Current mood:

emo.”

#EngageGenZ

HOW TO ENGAGE

difference at your school and in the world

2 Allow them to play an active role in your brand’s

story — cast them as the hero

3 Celebrate individualism, and the humans

behind the brand — what’s real is what’s meaningful

It all comes down to telling sharing your story

And it had better be:

#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)

A Roadmap for Meaningful Engagement

Focus messages and content based on Gen Z mindsets and the experience goal you are trying to drive.

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

Experience Goal: Understand Audiences Understand Content Drive Active Engagement Collaborate with Audiences Foster Advocacy

TECHNOLOGY

Digital is a fluid, organic part of their lives 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

FAMILY LIFE

Nontraditional notion of family that includes

extendeds and close friends

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

EDUCATION & CAREERS

Future focused, with a desire to do

something meaningful

Don’t be “thirsty” Rethink the “outcomes” story Help them see a clear path, but encourage exploration

Provide tools and experiences, and partner with them to create

and experiment

SOCIAL ISSUES

Passionate about changing what they don’t

like in the world

Don’t be “thirsty” Show that you value a culture of community Demonstrate the tangible change they can create with you something bigger than themselvesInvite them to be a part of Engage them in causes that align with your brand’s values

ENTERTAINMENT

Authenticity, underdogs, and weirdos rule

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

GEN Z MINDSET

Questions? Comments? General nerdery?

As the kids say, “HMU” –

@CarolynLKent

ckent@ologie.com