What's New With GenZ?
This week we got what brands are winning and losing the battle to win the hearts and minds of young adults.
The battle for the GenZ market is on. ScholarshipOwl research has shown us that young folks between 16-26 are assigning their life-long brand loyalties in this period. The field is crowded with marketers trying desperately to make that ever-green love connection to these folks.
Let's look at recent winners and losers in the race to reach Zoomers...
Joe Biden - Loser
First and foremost the guy is at war with TikTok threatening to kick the platform off devices nationwide. What DC still doesn't get is kids are smarter than they are regarding devices and a simple VPN will get them access again. Secondly, he is alienating Zoomers on the platform who earn a real living by being creators. Finally - OMG what the hell happened at that debate, Joe? Since time immemorial young people have been asking for younger leaders who understand and act on their needs. The President put a cherry on that Sundae by seeming like he was way too old to out-maneuver an opponent that literally lied in almost all of his answers. Ya got to do better man.
Amazon Prime - Winner
According to Yahoo Finance, Amazon is winning in the streaming space even after it went ad-supported in January. By dropping their default price they addressed young people's needs for cheaper media in exchange for ad views and they are seeing advertising CPMs of $30-$45! Why are they able to get these kind of prices? Because Amazon can integrate campaigns into the rest of the platform. The article points out that their consumer search products can easily be part of their offering. When it comes to Zoomers the streaming market has become frustrating with too many options, but Amazon has enough to offer outside video that can easily pull in GenZ consumers from around their various ecosystems. Disney + and Netflix not so much.
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India - Winner
Al Jazeera notes that India has become a hot tourist spot for Zoomers looking to embrace a spiritual lifestyle. Indian foods, films, and fashions have slowly crept into American pop culture, and now Hindu spiritual practices that include vegetarianism, prayer, meditation, and yoga are attracting young adults who are looking to become more wellness minded. These folks are missing the party life in Goa and visiting temples and centers of spirituality around the country. It's a far cry from Spring Break ragers which shows exactly how different Zoomers are than previous generations.
Donald J. Trump - Loser
After years of screaming that early or mail-in voting is a scam built by liberals to cheat and win elections, the GOP is now urging what? Yeah, early voting. Additionally, there is a mailer going around Texas that says if you don't register to vote this election you will be "reported" to Trump. Seriously? One thing we know about GenZ is they call out flip-flopping immediately on the socials better than mainstream news does, but the other thing we know is threats are a crap way to motivate them. The hardcore Trumpers won't be phased at all but the younger generation is still in the "snitches get stitches" mindset so this is a total and complete fail #imho.
How are your campaigns being received by younger audiences? Want real ways to know? Work with us at ScholarshipOwl. We deliver performance marketing campaigns chock full of delicious data that can inform future initiatives when targeting 16-26-year-old audiences. And remember a portion of your spend goes back to helping students with tuition assistance.
Inbox me anytime - be happy to chat!