Media Shifts

• Kathmandu does a great job on appealing to Gen Y through their cause marketing efforts.

Earlier this year they teamed up with Beyond Blue to raise money for mental health by setting up a pop-up zip line in Sydney Harbor. Ticket prices were donated to Beyond Blue, and they set up a pop-up shop at the location also. It really appeals to Gen Y’s desire to have fun experiences. • Gen Y believe that small actions can have a big impact. They support brands and businesses that are willing to take a stand. • It will be important for your business to embrace who you are and what you stand for. • Now is the time to work out what you stand for and start looking at cause marketing activities you could become involved in.

4. Seek out Fun Experiences

• Gen Y actively seek out fun experiences. This includes seeking out fun shopping experiences. Online shopping has become a form of entertainment for many Gen Y consumers. They find the researching and browsing for a purchase just as much fun as the purchase itself. • Research shows us that 40% of Gen Ys make wish-lists of products they want to buy which are stored by brands. It’s why we are seeing platforms like Pinterest becoming increasingly important.

5. Take Parenting Very Seriously

• The surprising thing about Gen Y is that they take parenting very seriously – in fact, more seriously than any other generation we’ve seen. They want to be the very best parent they can be. • Katrina’s ‘Marketing to Mums’ collaborated with Australia’s biggest online parenting platform, ‘Mum Central’, to undertake the biggest research study into Australian parents. Whilst the survey is still not complete, there’s one particular statistic Katrina would like to share with you: • After having 1000 parents participate, we’ve uncovered that only 32% of Gen Y parents have taken their child to the optometrist before starting prep or school. So you can educate your Gen Y parents about the benefits and need to bring in their children before they start school.

Recap: The 5 critical things to know about Gen Y

1. Mobile-first marketing 2. Content over marketing 3. Value over values 4. Seek out fun experiences 5. Take parenting very seriously

GENERATION Z

Gen Z are aged between 10-25 years.

1. Hyperconnected

• Gen Z is Hyperconnected. • This is our first generation of digital natives; they’ve never known a world without technology. Their digital aptitude is extraordinary and being hyperconnected is their norm. • The iPhone launched in 2007 when the oldest Gen Z-ers were only 10.