Gen z stop talking about and start engaging them

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 do 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

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.

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is obsolete and they happen to be super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
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.

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 do to
mean something.

HOW TO ENGAGE
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.
#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 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 against all odds. In fact, weird
is the new black. But you can’t manufacture this
— they have impeccable BS detectors.

HOW TO ENGAGE
1.
Show how ordinary people can make a
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.

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

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 do
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