Posts Tagged ‘Millennials’

#Integrate15: Move Over, Millennials. Generation Z Is Here.

May 30, 2015

Millennials aren’t kids anymore.

There’s a new generation capturing marketers’ attention, as Patti Girardi explained during Friday’s INTEGRATE breakout session titled “Marketing to Generation Z.”

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I enjoyed having the opportunity to chat more about Generation Z with Girardi, also a WVU IMC instructor, at Friday’s networking reception.


Who is this rising generation? Born between 1995 and 2010, those in Generation Z are currently in the age range of 5-20 years old. While young, they represent more than 25% of the population and command $44 billion in spending power—meaning marketers cannot ignore them or just toss them under the millennial umbrella.

While millennials—Generation Y—are frequently described as tech savvy, Generation Z is tech innate. Think millennials’ average multitasking of 2 digital screens is excessive? Generation Z averages five.

It’s no surprise that Generation Z expects brands to be on point on all social platforms as the group doesn’t differentiate between the internet and social media. In fact, many search brands’ social media rather than websites when seeking online resources about things like schools.

A focused and realistic group, Generation Z place high value on rallying around social causes. As many volunteer and show concern for the planet, they want to do work that makes an impact on the world. Both 9/11 and the Great Recession have been defining moments in shaping Generation Z youth.

Also a key influence on Generation Z is the dynamic of the young group often living in multi-generational households. Further, they often take the diversity associated with millennials to the next level as many are multiracial.

For marketers trying to effectively approach this new generation, storytelling, trust-building, and establishing a brand-consumer friendship are important.  As Girardi said, “If they believe in what you’re selling, they’re all about it.”

How do you think Generation Z will influence the future of integrated marketing?

Origami Storks.

August 4, 2014

Johnson & Johnson wants millennial moms- and all parents- to know the company promises to remove controversial ingredients from its products.

To be shared primarily through social media, the message first took flight in Johnson & Johnson’s “Our Promise” video. In the video, the company responds to consumer concern by showing company employees writing their promises on small pieces of paper to be folded into origami storks. A Japanese legend holding that origami birds signify “a hope granted and a promise fulfilled” is what inspired the approach.

Johnson & Johnson’s origami birds represent the company’s new promise to consumers.

As part of the campaign, expect the release of more than 40 videos featuring educational messaging as well as humorous content.

Johnson & Johnson’s storks carry a message. The question is, will the target market receive it?



IMC Real World Application + Value

April 4, 2012


One of the biggest concerns most students have with selecting and attending school is the worry that their education will go unused or serve little purpose. I know for a fact that I’m sometimes worried that what we discuss in class will never be of value. Motivation is such a huge factor for maintaining solid participation in any endeavor and for students engaged in the furthering of their education nothing is more important.

The effort and overall student attitude towards class work can be challenging and we might find ourselves procrastinating a bit because of a lack of motivation or unclear value. Enter my experience with the Integrated Marketing Communications Master’s program at W.V.U. (Disclosure: Nobody paid me to write this post nor is it influenced by anyone. It is the result of complete satisfaction with timely and real world application of the highly valuable concepts, ideas, and knowledge areas of I.M.C.)

Today’s brands are tasked with the challenges of aligning brand purpose with cause. Audiences hold a positive orientation towards those brands that support social responsibility. The right match between brand and cause (nonprofit) can serve as an excellent case of synergy and fit the realm of a win-win situation. These are insights that come straight from and are reiterated in IMC624, my Cause Marketing course. In fact, our recent week two discussion asks the following question:

Describe the important role of “Millennials” in corporate social responsibility. How do you think this will impact cause marketing, if at all?

As a Millennial myself (according to some generational timeline), the topic is relevant, timely, and of a great importance helping me to explore the demographic and psychographic characteristics that emanate from my generation. To effectively reach Millennials, brands have to maintain a strong understanding of the nuances that drive this group. The right cause can be a spark of momentum and help drive mobilization for the right cause marketing campaign.

So you can be glad to know that during a recent inspiration trip to Barnes and Noble I was delighted to see several articles on Millennials in such high profile publications as HOW design magazine, Booz & Co.’s strategy + business, and Misc magazine. It was refreshing and comforting to see the topic of Millennials make the cover of these publications adding a great sense of real world value to the very subject material of my IMC coursework.

That’s something that not everyone gets to experience. The value of Integrated Marketing Communications offers a wealth of opportunity for those in business and beyond.