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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Generation Z – who are they and what do they want?

Relevance report 2018 gives a preview of what will coming year mean for PR and marketing industry, our society and careers – including growing impact of Generation Z

15/12/2017
in Opinion
3 min read
Generation Z – who are they and what do they want?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Jelena Košutić, Executive Director of Operations, Golin Belgrade

What will year 2018 bring to PR professionals? What challenges will they face? And how to confront them? The answers to these and many other questions are given in the Relevance Report, which contains 30 short essays on global trends that will impact the PR profession in 2018. The report is spearheaded by Golin Chairman Fred Cook, who is also the Director for the University of Southern California Public Relations Center, and prepared by experts of leading PR and marketing agencies, clients and academics.

Special attention has drawn the text titled “Gen Blend … But not Blending in” by Deanne Yamamoto, managing director of Golin LA. In the text, Yamamoto deals with the phenomenon of generation Z (post-millennials), which is predicted to be significantly different from all the previous ones.

And why does Yamamoto call it “Gen Blend”? According to the author, this is the first generation to grow up seeing interracial relationships, gay marriage and equality for all on mainstream media. Fifty percent identify as mixed race or as part of an ethnic group. And for what reason are they so important for PR and marketing experts? Because unlike other generations, they’ve had smartphones since elementary school, so watching world events in the palm of their hands or having anything delivered by simply asking Alexa is the norm. And of course, because of $44 billion in purchasing power, with which they will account for 40 percent of all consumers by 2020.

Yamamoto further argues that, regardless of the fact that they are “blended generation”, they aren’t about blending in – they expect a special approach. The author states what should be taken into consideration if we turn to this generation:

Real people, for real. Gen Blend judges with their eyes first. They don’t want polish or perfection. Instead, they want people who look like and believe in the same things that they do. The story behind the story is key, which is why celebrities are dwarfed by the Instagram influencers and YouTubers who are their make-up artists, designers and personal chefs. Influencers are seen as trustworthy and relevant because have they expertise in the types of products they promote and engage with. In fact, 63 percent of this generation prefers to see real people, not celebrities in ads.

Smartphones ARE life. Always in hand, smartphones are omnipresent in their lives. Blending online and real-life experiences like no other generation, these demanding consumers want a quick, seamless, customized experience. They rely on Yelp or Amazon ratings and reviews and YouTube to expose what products do or don’t do. They have pervasive attitude – if it isn’t on social media, it doesn’t exist. And, despite still visiting the mall, their online buying habits have wreaked havoc on impulse-purchase products. Basically, those who can’t immediately deliver or who complicate their lives in any way become irrelevant.

Mobile isn’t just for phones. Anytime, anywhere is their moniker. Ever-present technology has made Gen Blend the most mobile generation. But beyond cord cutting, it has impacted entertainment, food, malls and even parent drivers. Who knows what’s next? Brands who lean into this new perspective will outpace those who don’t. Recently, Nintendo Switch transformed its home console into a portable system that can be played anywhere. Food trucks have become an on-demand culinary staple. Uber has impacted teens not wanting to drive, while pop-up apparel shops make fashion accessible to all.

Yamamoto believes that the world according to Gen Blend is changing at Internet speed. As she says, brands that are inclusive, thoughtful and swift to act will be relevant, swipe right. Otherwise, swipe left.

PR and marketing experts worldwide, good luck!

Tags: Generation ZGolinMilennials
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