As the first wave of millennials begin entering their 30s, it would be smart for brands to shift their focus to the generation on the rise. Born within the time frame of 1997 – 2013, the new kids have been referred to as Generation Z (another spin of the uninspired naming cycle) as well as the Pluralists. The most notable characteristics of Pluralists is obvious – they are highly-connected and super-digital tots, toddlers and tweens. A look deeper will provide us with true insights that will illustrate how best to reach this group.
Pluralists are distinct from their ultra-positive, pro-active, ‘can-do-attitude’ Millennial predecessors, in the sense that it’s empathy rather than ego that drives them. This emerging group aren’t particularly concerned about making a name for themselves by changing the world; they are more interested working in collaboration to improve and bring calm to the world around them. They’ll be the most diverse generation ever, exposed to and influenced by more cultures and will socialize with ethnically diverse groups. This leaves a question for brands: How will they make themselves relevant to this sensitive, techno-savvy group of youngsters bent on social progress? Here are some brands that are moving forward in the right direction when it comes to appealing to the next generation.
Don’t mislead by the simple logo. The UK-based Tinc. is selling more than pencils and notebooks, it’s a ‘colourful, creative world of extraordinary stationery, gizmos and gadgets.’ In making school supplies fun by mixing in vibrant colour, technology, social interaction and cultural inclusiveness, Tinc. strikes all the right notes for a Generation Z audience.
In addition to the quirky stationary, Tinc. has an online community, Tincville, in which children can create a profile and join one of five ‘tribes.’ Tincville even has its own monetary system based on ‘Pebs,’ which parents can purchase on their children’s behalf allowing them to manage transactions themselves. What a great way to start them young.
Firefly Mobile sensed an opportunity and seized it right away. By designing mobile services and products for kids and teens, they reassure the parents of their kids’ safety – a completely justified need given that generations born in a time of turmoil, be that economic or any other, tend to be overprotected by family. This generational archetype known as the ‘artist’ perfectly fits the rising Generation Z and is what most likely drove Firefly to design their phones with different parental control features.
On Nesquick’s website, visitors are given a choice of how to explore the site as kids or adults. The “Frown-Free Zone,” speaks directly to little ones, offering a selections games, downloads, and activities, as well as facts about their product. The flavoured-milk brand understands that to there are more places to market to children than during Saturday morning cartoons. Children are considerably more comfortable online than their parents, thus the creation of a page specifically for them. It’s not only Nesquick working on this platform, the online kid-zone platform is already hugely popular with brands and organisations from McDonalds to the CIA. The site’s effectiveness is driven by the engaging content and experiences on offer, which is all very clearly brought to the user by the brand.