#YouthMarketing: The youth want brands that listen to them

The millennial generation expects a lot from brands. They expect them to behave as they do: communicating in real time, being transparent about all aspects of the brand journey and values, and developing as fast as the technology that is part of the millennial's life.
© rido via 123RF
George Bourdos has been a partner in VBN Consultants for the past four years and heads up the Future Business Division at VBN Consultants. VBN aims to offer a refreshing perspective on consumer insights and market trend reviews. With a particular focus on millennials, Bourdos told Bizcommunity.com what some of the most significant trends are that are impacting brands.

BizcommunityWhat is the biggest trend impacting on youth marketing today?


Probably technology and what it allows social media to do, but it is entrenched in the youth market. They basically can’t live without their smartphones. Studies even show they suffer separation anxiety without their phones. Technology has enabled consumers to become more visual consumers, as the biggest content is mainly video. More so on the visual side is the use of emojis. The younger market communicates almost altogether with emojis. Gone is the shorthand of the 90s, it’s all about visual communication.

BizcommunityWhich generation is having the biggest impact currently on marketing strategy?


The youth market in general - all the way from youngsters to tweens, teenagers, those in their 20s - is even closer to their parents than any other generation. They all influence what their parents buy, eat, what tech they buy, they influence them with online shopping. The youth market in general are the drivers of change. With them driving it, they expect brands to engage more with them: they are expecting more dialogue from brands and expecting them to be more transparent and real.

BizcommunityHow have millennials fundamentally changed brand marketing?


They are the digital adopters who have grown up with first generation of cellphones, dial up internet, and we have adapted with the technology. The biggest change is with brands - they are expecting brands to adapt as fast as technology. They expect brands to change communication – to behave like they do. If they are on Snapchat, they want their brands to communicate with them there and respond as quickly as their friends do on Snapchat.

BizcommunityHow are you preparing for Generation Z?


The next big focus for us will be Generation Z. Millennials are over-talked about. People are underestimating Gen Z. They are true digital natives, they have embraced it more than any other generation. They are channel agnostic. They are on everything. They are a lot more sceptical. They want complete brand transparency. And they are less fazed by fancy more good-looking models and perfect image. They are more authentic and care more about personal image and style. It is more about whether brands reflect their personal brand. They will challenge every single marketing director at every single brand.

BizcommunityWhat do you believe is the next disruptor in youth marketing?


I think it’s going to be something about technology and the experience that technology enables. They will disrupt, but the technology will enable the disruption. Let’s say it’s a shoe brand: selling shoes isn’t good enough. The same goes for the rest of the industry. There will be a big merge between offline and online. They still want the human experience of in store, but delivered by the time they are home. A seamless experience. We can expect the unexpected. Brands are realising that the demand of the future consumer means you have to continuously innovate.

BizcommunityWhat are the pillars of a successful youth marketing strategy?


  1. Stay true to your brand. What does your brand stand for, the essence.
  2. Embrace new technology if there is a viable opportunity. Don’t be scared to go offline.
  3. Stay relevant and be authentic. Consumers can see through a brand trying to be something it is not.
  4. It is vital to have a deep dialogue with the consumer. The consumer wants a brand that listens to them. They want to feel they are heard. They want to feel that the brand is listening to their feedback. That is vital. Make sure you are.

About Louise Marsland

Louise Marsland is currently Africa Editor: Bizcommunity.com; a Content Strategist and Trainer; and Trend Curator for Bizcommunity.com and her own TRENDAFRiCA.co.za. She has been writing about the media, marketing and advertising communications industry in South Africa for over 20 years, notably, as the previous Editor of Bizcommunity.com Media & Marketing; Editor-in-Chief AdVantage magazine; Editor Marketing Mix magazine; Editor Progressive Retailing magazine; Editor Business Brief magazine and Editor FMCG Files ezine.
Comment
Nick Terry
The last 4 points were as relevant as long as 50 years ago probably before - Coca Cola, Camel, Marlboro, OMO, Mercedes Benz, BMW. We think it has radically changed but not really and not that much. Channels are different yes but we tend to overthink the current youth in terms of wants and needs.
Posted on 29 Sep 2017 14:44
Chalchiuhticue Naabah
This article was definitely helpful and has sparked up my interested.
animeyt
Posted on 6 Oct 2017 09:20

Related

News