New Consumer Summit Report

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About Summits About Us About EMC CEO : Trevor Hardy An obstacle for many businesses Since it was founded in 2001 The EMC, our partner and Co-founder : Chris Sanderson today is how to build teams Future Laboratory has grown to collaborator on this series of LS:N Global editor-in-chief : Martin Raymond that are armed with fast- become one of the world’s most events, is a renowned cloud, Senior partner : Tom Savigar changing consumer information renowned futures consultancies, data storage and e-solutions Chief strategy and innovation officer : Tracey Follows and capable of applying and has worked with more organisation that sits behind Business development director : Cliff Bunting it strategically. The most than 1,000 brands in 37 many of the brands, products Report editor : Steve Tooze compelling and entertaining countries from offices in London, and services we encounter on a Report leads : Maks Fus Mickiewicz, Rachael Stott way to bring this intelligence Melbourne and New York. day-to-day basis. As with all of LS:N Global editor : Jonathan Openshaw to life is through one of our our partners, we are working The Future Laboratory offers LS:N Global visual editor : Hannah Robinson highly subscribed live events. with EMC to identify the new, a range of services, from LS:N Global insight editor : Daniela Walker next and innovative ideas that Our Summits, held in foresight to inspiration to LS:N Global senior journalist : Maks Fus Mickiewicz, Peter Maxwell are driving, determining and partnership with EMC, are strategic advice and activation. LS:N Global visual trends analyst : Aleksandra Szymanska informing tomorrow’s business short, sharp and insightful At our core is a global team and consumer requirements. LS:N Global trends analyst : Victoria Buchanan presentations across market who continually research, LS:N Global video journalist : James Maiki verticals on the key trends analyse and document the new LS:N Global video editor : David McGovern and business strategies to and the next, and set out the LS:N Global visual trends researcher : Jessica Smith apply now to effectively meet implications for organisations Head of marketing : Ashlie Dixon consumers’ demands over the across 14 industry sectors. Projects and events manager : Kristian Prevc next 12–18 months. These Our strategy, innovation and Creative director : Kirsty Minns events are free and exclusive to creative teams help our clients Art director : Joanna Tulej clients, and include networking to explore probable, possible and Production planner : Alex Crouch opportunities and a white paper preferable futures to harness Production editor : Ian Gill overview of the presentation. market trends, understand and Sub-editor : Jon Billinge adapt to emerging consumer Senior designer : Joanna Zawadzka needs, position their businesses for success and keep them Designer : Jonathan Cox ahead of their competitors. Junior designer : Queenie Wong Creative artworker : Neil Rees Creative consultant : Lucinda Chua Visual researcher : Amy Sellers The Future Laboratory : 26 Elder Street, London E1 6BT, UK Phone: +44 20 7791 2020 Email: [email protected] thefuturelaboratory.com The Future Laboratory is one of Europe’s foremost brand strategy, consumer insight and trends research consultancies. Through its online network LS:N Global, it speaks to 300 clients in 14 lifestyle sectors on a daily, weekly and monthly basis. Contact : For further information on all our services please contact [email protected] or call +44 20 7186 0776. You can also join the conversation in our LinkedIn group, The Future Laboratory, and follow us on Twitter @TheFutureLab. For further information about any of our events and services, please contact: [email protected] or call +44 20 7186 0776. LSNglobal.com

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Partner Foreword Generation D teens are the most data-hungry New Consumer Summit

to date. This, of course, is only one half of the Report Contents EMC 04 17 equation, as they generate and share their own Partner Foreword Chief Influence Officers content with equal enthusiasm and vigour. EMC explains why it is Brands are realising that key for brands to analyse 12 members of Gen Viz are Whether you want these kids to purchase your the behaviour of today’s Global Netizens the only ones truly able to products, recommend you to their friends or work data-hungry teenagers. How hyper-connected teens are engage with their peers. building transnational networks for you, first impressions are everything. We call 06 20 free of old subcultural markers. this the five-second rule. If you don’t capture Overview Live Streamers 12 their attention immediately then you can kiss How the new kids on the How a new generation of block are influencing the Kidpreneurs broadcasters are building an goodbye to their engagement, custom and loyalty. way that all generations Future-facing brands are entirely new media landscape. will think, feel and act. already catering for Generation The key to winning the hearts and minds of 21 D’s entrepreneurial ambitions. the digitally dominant is, of course, technology. 08 Born activists Visual communicators 13 Data analytics enables businesses to delve deep Identity politics and The importance of a visual- Instant Messengers environmental concerns are now under the skin of the market so they can create first strategy in a world Why teenagers prefer private the key issues for teenagers. in which visibility is the texts and group chats to overtly a truly personal message and then promote that 22 be all and end all. public social networks. on the right channel at the right moment. Post-body Advocates 08 14 Gen Viz teens place less value on By Mark Sear, CTO big and fast data, Education-hackers Interactivity-lovers body image than ever before. For EMC Global Services EMEA Why teenagers are now dead Digital platforms need to become them personality comes first. set on a do-it-yourself, fast- far more engaging in order to 23 track approach to learning. hold the attention of teenagers. Conclusion 09 14 Brands need to adopt Multiple browsers Authenticity-seekers a Gen Viz mindset in Gen Viz are online constantly. Gen Viz kids no longer order to avoid becoming But they have less tolerance for aspire to flawlessness or increasingly out of touch. advertising than ever before. perfection. Photoshop fakery 24 is done and dusted. Toolkit 15 How to apply tomorrow’s Generation Sober youth culture strategy Health-conscious teens to your brand. are fuelling a booming market for alcohol- and drug-free experiences.

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Overview making waves across our Flat Age Society that are changing the consumer demands and desires of older demographics. New waves of disruption Abercrombie & Fitch has are rippling across closed more than 275 stores, Suddenly everyone from Baby markets and sectors, and while Aéropostale shut more Boomers to Millennials are their source can often be than 120 stores in 2014 alone, following the lead of the new traced back to Gen Viz, according to the Business of kids on the block, accepting the easily bored, activist, NERD MICROBIOME SKINCARE Fashion. Gen Viz, it seems, that age doesn’t necessarily visual-first innovators didn’t like the way that both dictate taste, and that they who are beginning to flex You only have to look at brands were talking to them. too can plug in to a global their consumer muscle China to see a challenging network to simultaneously for the first time. future consumer landscape ‘Overtly sexual marketing livestream a meok-bang, read unfolding before our eyes. In began to turn off a consumer Brands are recognising that news of terror attacks and scroll the powerhouse of the world’s who wasn’t interested in that these rising teenagers – more through images of the latest economy, 61.9% of teenagers any more, which put us in a often known as Generation Z – Decora-style tribes in Tokyo. no longer believe that financial difficult place,’ says Arthur are the ultimate early adopters, accomplishment is the main Martinez, executive chairman and can’t be regarded as just For brands, it is time to signifier of success, according of Abercrombie & Fitch. reconsider signifiers of success OUTDOOR VOICES, US another demographic to sell to. to RTG Consulting. and notions of luxury and This is a generation that hates In this report, The Future sector experts and analysts are Technology pioneers who love gender divides, or risk being This is a stark warning to to feel that it is being sold to. Laboratory examines these new combined with quantitative to experiment with their own left behind by the emerging new brands about how they will They are deeply intolerant layers of identity, aesthetics and analysis and innovative brand sense of identity, Gen Viz are aesthetics and messaging that need to engage with these of traditional advertising, status to define how tomorrow’s case studies to give you a global challenging the status quo and underpin the Gen Viz mindset. young consumers in the years seeking inspiration and New Consumer Tribes will snapshot of this generation’s ahead. ‘If material things ideas from influencers within think, feel and behave. demands and desires. and traditional signals no their extensive online peer longer dictate happiness, groups rather than from Extensive interviews with We can’t give you all the then brands that have pushed magazines or tv channels. youth culture influencers answers. But this report will aspirational, product-led from tribes such as Instant help you to start asking the right strategies will struggle to be ‘There is a trend for authenticity Messengers, Waste Warriors questions about what is possible relevant,’ says OMD China. and uniqueness over quality, and Kidpreneurs, and with for you and your brand in a and the meaning of status New Consumer Tribe future. Teen brands Abercrombie & and luxury have shifted too,’ Fitch and Aéropostale have says Felix Petty, an editor Steve Tooze, foresight editor, already taken a hit from at youth culture bible i-D. The Future Laboratory shifting aspirations among their Gen Viz customer base that ‘Old subcultural signifiers has led their popularity and of identity – terms such profits to plummet in China. as goth, raver or punk – mean very little any more. Today’s teenagers layer their identities and create their own unique lifestyle choices.’ DIESEL: NEW NATURES SPRING/SUMMER SONOS FLAGSHIP STORE, NEW YORK 2016 BY FIELD, UK

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Insight Education-hackers Advertising Gen Viz kids have watched their older Millennial siblings Members of Gen Viz hate Visual struggle with a jobs market being sold to. Consumers communicators rocked by the aftermath of aged 18–24 are the most the global financial crisis and frequent users of ad-blockers, In keeping with their tribal decided to take their education according to a study by name, Gen Viz teenagers in hand to ensure they are Sourcepoint and comScore. have little patience with better equipped to deal with ‘The traditional model sends traditional long forms of VSCO HAS DEVELOPED A CODE-BASED future economic turbulence. LANGUAGE written communication and information that disrupts use highly visual formats such Oppenheim loves to indulge More than three quarters (77%) your experience of online,’ as video games, emojis and in video content from services of this demographic in the UK says Steven Lammertink, GIFs to talk to each other. such as Mubi and Netflix, and Australia believe they founder and CEO of influencer and his go-to social networks need to learn the skills they marketing group Cirqle. ‘But In Vietnam, 47% of Instagram and Vimeo are, think they’ll need for future TEKLA TECHNOLOGY FESTIVAL, SWEDEN nobody clicks on banner ads 13–21-year-olds prefer to of course, visual-first. jobs themselves because they any more. People follow people In Finland, schools have begun by multiple streams of media,’ express their emotions with fear that standard education because they want to see teaching topics rather than says Alyson Gausby, consumer stickers, emoticons and ‘Visibility is key in this era does little to prepare them for what they’ve experienced.’ subjects to grab Gen Viz’s insights lead at AOL Canada. emojis rather than words, because we live in a world of the real world, according to a attention. Meanwhile, Adidas This has driven a rise in the according to Epinion. images,’ says Petra Collins, survey across nine countries Nameless.tv uses revelatory Originals’ Future House club influencer market, where founder of feminist collective by Future Foundation for browsing to grab their attention. ‘Growing up, for whatever space, with drop-in workshops Instagram, YouTube and The Ardorous. ‘If you don’t IT consultancy Infosys. Its bespoke interface comes reason, I found it very difficult by industry insiders, engages Snapchat stars have far see yourself represented, complete with niche YouTube to focus on words,’ admits Gen with the ad hoc approach of more reach and engagement you don’t feel like you are ‘For me it was a lot of learning content and a live community Viz member Lance Oppenheim, tomorrow’s cultural influencers. with a youth audience than part of a landscape. It’s by doing,’ Ciara Judge, 17, a Gen chat room encouraging users a film-maker whose work a typical brand campaign. like you don’t exist.’ Viz tribe member and winner to comment on content. has been exhibited at the of the BT Young Scientist and Multiple browsers Gucci understood this perfectly Smithsonian Institution and With this in mind, brands EU Young Scientist awards, Virgin Active has taken an when it gave artist Petra Gen Viz is the iPhone won awards at 16 film festivals. are adopting new visual-first and the grand prize at the alternative approach with a Collins control of its Snapchat generation, whose members are strategies. New app Pay Your Google Science Fair. ‘My sources Pokémon Go integration that feed to offer an authentic, proud owners of five connected Selfie pays consumers for taking of learning were experience, aims to encourage engagement behind-the-scenes look at the devices on average, and nearly a selfies that feature branded which is just messing around with the real world. A gamified creation of its latest campaign. quarter (24%) of them are online products, and streaming service and playing. And you can fun run takes in local Pokéstops ‘almost constantly’, according Spotify is aiming to broaden its always use the internet to and Pokégyms to create an to the Pew Research Center. consumer base by expanding fact-check what you’re saying.’ augmented reality experience its video services, releasing Voracious consumers and for those who might otherwise 12 original series, in direct For Gen Viz, hacking their creators of online content, be distracted by their phones. competition with Apple Music. own bespoke education is they have a low attention as important as learning span owing to continually at school or university, and juggling multiple screens brands and governments are simultaneously. ‘These heavy FIVE APP MESSAGING PLATFORM CREATED beginning to take steps to multiscreeners find it difficult BY MATEUSZ MACH, CASE STUDY FROM address their new approach to filter out irrelevant stimuli LS:N GLOBAL’S GEN VIZ TRIBE to less-structured learning. – they are easily distracted

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LANCE OPPENHEIM, CASE STUDY FROM LS:N GLOBAL’S GEN VIZ TRIBE 12 13

Global Netizens Recruitment It’s a move that makes sense to Gen Viz member, 15-year- On virtual paper, Gen Viz would Brands are waking up to the old Emily Sanderson. ‘Texting seem to typify stereotypical fact that graduate fairs and is where I can be private and isolated suburban teens locked recruitment websites are no Apple is already collaborating my friends and I can talk in their bedrooms with only a longer relevant as platforms with the University of Naples about real stuff, like how I’m plethora of screens for company. for recruiting Gen Viz talent, Federico II to harness this feeling or what I like and In fact, members of this tribe and are creating engaging entrepreneurial Gen Viz spirit dislike about the day,’ she use their hyper-connected interactive experiences at its iOS Developers Academy. says. ‘I get the sense that I am lifestyle to practise a new form of to grab their attention. Students learn free of charge spending time with them.’ INTERACTIVE RECRUITMENT SITE BY 360I online global transnationalism. how to develop for iOS platforms Gamification-based and conceive, establish and Brands are beginning to In developed economies, This developing trend can be assessment is increasingly MORGAN HIPWORTH, CASE STUDY FROM run a start-up business. plug into the Gen Viz texting LS:N GLOBAL’S KIDPRENEURS TRIBE these teens are the most seen in key Gen Viz cultural used to create a more obsession, recognising that the racially diverse demographic reference points such as detailed picture of potential Instant Messengers ability to talk in emoji is a key Web magazine Refinery29 built by far. In the US, Hispanic, Banana, a new print magazine recruits. Digital marketing driving force for teens. Nintendo its This AM messaging app African-American, Asian and that explores what it means agency 360i has created Forget about Facebook and has launched Miitomo, a social to offer a daily news digest, multiracial teenagers make to be physically, culturally an interactive recruitment Twitter when you’re talking to messaging app that enables aware that its readers wanted up 47% of Gen Viz, according and sociologically Asian, and website that enables Gen Viz. These retro tweens users to interact with each a mobile experience attuned to the US Census Bureau. asks Korean-American rapper potential staff to explore 14 and teens have given the other using digital avatars. to shorter attention spans. Rekstizzy to talk about his departments and observe ageing technology of mobile Aware and proud of this, acceptance of Kawaii – cute avatars of real staff members Instant Messaging a whole new they are building online culture – as a lifestyle for men. as they work and play. lease of life as their primary communities that dispel old Technology start-up Arctic form of communication. notions of nationalism and race Kidpreneurs Shores creates mobile games to build new senses of identity. In the US, 90% of teenagers Members of Gen Viz are that are designed to replace the ‘Transnationalism and layers with mobile phones exchange entrepreneurial to the core, stressful psychometric tests of identity are becoming more texts, with a typical teenager with almost three-quarters used by blue-chip companies common, particularly among sending and receiving 30 (72%) of them keen to start to process candidates. the young,’ says professor texts per day, and almost their own business, according Ian Goldin, director of the ‘We pick up 3,000 data points three-quarters (73%) using to research by Millennial Oxford Martin School at the in a 20–30-minute assessment, messaging apps such as Branding. And they start young. University of Oxford. whereas the typical self-report WhatsApp, according to assessment test will pick Pew Research Center. Kidpreneur Morgan Hipworth, up 50,’ says Robert Newry, 15, is the founder of Bistro co-founder of Arctic Shores. ‘Messaging is one of the few Morgan, and makes and delivers ‘Our ability to identify nuances things that people do more as many as 700 doughnuts each and map what good looks like than social networking,’ said week to cafés in Melbourne, for a particular role in an Facebook CEO Mark Zuckerberg Australia, in between his organisation is significantly as he explained why the social school work. ‘It was a hobby enhanced by that increased network launched Messenger that turned into a business volume of information.’ as a stand-alone app. and now it’s my whole life,’ he says. ‘But I didn’t start it with a business philosophy.’ LIFESTAGE APP BY FACEBOOK

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feature that enables users to create and share photo and video Food and drink content that is automatically deleted after 24 hours. Teenagers are replacing the Interactivity-lovers social ritual of shopping with This Snapchat effect is being dining, cooking and learning felt in other areas too. OKgrl, Snapchat neatly encapsulates about food. Teenagers spend an online magazine for teenage what Gen Viz teens want from 22% of their income on girls, emulates the feel of a their online communication tools food, up by 7% from 2005, messaging app by enabling of choice. Unabashedly honest, according to Piper Jaffray. users to play games, share playful, fun, and perhaps best images and scroll through Gen Viz will drive an 11% of all, quickly disappearing fashion shoots on an interactive rise in fresh food consumption without a digital trace. site designed by DVTK. between 2013 and 2018, according to NPD Group. Some 77% of US college ‘We set out to create a new MILK MAKEUP ‘Food is the new status symbol EVERYTABLE HEALTHY FAST FOOD students use Snapchat each RESTAURANT, LOS ANGELES fashion platform that can match for them,’ says MaryLeigh day, according to research the entertainment levels the Beauty brand Milk Makeup Bliss, trends editor and by Sumpto. And 69% say the ‘It’s a reflection of what young generation already gets understood this attitude when strategic consultant at youth Generation Sober number one reason they use happens when you provide from apps such as Instagram, it cast a diverse group of 40 research agency Ypulse. the platform is that it’s fun Drink and street drugs accurate information to teens Snapchat and Tumblr,’ explains ambassadors for a campaign to use, according to a study Healthy, freshly prepared have been a rite of passage – they can make informed founder Louby McLoughlin. that emphasised the beauty in by Global Web Index. vegetables, sushi and salads originality and authenticity. for almost every teenage decisions,’ said Deanna from brands such as True Food Authenticity-seekers ‘Consumers today just want the generation of the past half Wilson MD, Johns Hopkins Instagram has realised that the Kitchen, Whole Foods Market truth,’ says co-founder Mazdack century. But once again Gen University School of Medicine, ephemerality of its competitor’s and Pressed Juicery are popular Challenging their public image Rassi. ‘They don’t want to be Viz is exploding stereotypes speaking to USA Today. service is one of the main with Gen Viz tribe members. as a generation that likes sold to, they don’t want to be by embracing sobriety, healthy reasons for its popularity among To cater for their sober take on to hide behind their online talked down to and they don’t living and sport with more Gen Viz teens who are keen to In contrast, many of these life, alcohol-free and drug- avatars, members of Gen Viz want people telling them how enthusiasm than any other control their digital footprint. teens avoid ready-to-eat foods free experiences are on the are using social platforms to they should consume a product.’ current demographic. So it has launched Stories, a and microwavable meals, and rise. Lik in London offers embrace realness, turning shun fast food brands such as Only 38% of 11–15-year- substance-free nights for difficult personal traits such as Skincare brand Clearasil McDonald’s for ethical reasons. olds have tried alcohol at health-conscious partygoers being cross-eyed or overweight hit the right note with a new least once and just 18% have and US-based pop up The into badges of honour. campaign aimed at a Gen Viz ‘One of my main goals is never smoked at least once – the Shine promises a Happy Hour demographic that admitted it to be in a situation where I lowest percentages the packed with music, meditation ‘We are a generation busting knew nothing about teenagers can’t afford to eat healthily,’ NatCen survey has recorded and food – without the booze. the standards of the industry and their lifestyles. ‘We only says Gen Viz member and Five since it began in1982. in terms of retouching know teen acne,’ a deadpan app founder Mateusz Mach. models,’ says Elise By Olsen, voiceover explained. Gen Viz members are adamant the 16-year-old editor and that this is a long-term lifestyle founder of Recens Paper. ‘We choice rather than a statistical know that it’s fake, and we blip. ‘Why would you smoke know we can’t live up to it.’ when you know it increases your chance of getting cancer by 50%,’ says Ciara Judge. CAMPERLAB’S SPRING/SUMMER 2016 CAMPAIGN BY ROMAIN KREMER AND CONVOY AGENCY

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Fashion

Activewear is outselling denim among US Gen Viz Alcohol alternatives are gaining stars of the 2016 Winter teens, according to a report popularity with a Gen Viz Youth Olympic Games as by Piper Jaffray. This tribe audience too. Cacao is being their friends, families and prefer leggings to jeans, hailed as the new ecstasy, but social media followers helped favour activewear brands without the comedown. Morning ADIDAS FUTURECRAFT them battle with self-doubt. such as Nike and Lululemon, Gloryville, Lucid and Lady and talk about fashion as Similarly, Nike’s eight-part Cacao’s Secret Chamber are a form of self-expression. YouTube series about a likeable all venues where people can ‘Each day I do a workout for slacker called Margot and drink cacao together, meditate my body and a work-in for ‘Denim is associated with old an uptight fitness vlogger and dance to electronic music. my heart and soul,’ she says. people,’ explains Daryoush Perhaps unsurprisingly, this called Lily further mirrors RECENS PAPER BY ELISE BY OLSEN Haj-Najafi, senior editor at Hand in hand with a rejection attitude extends to Skyler’s this generation’s attitude Complex UK. ‘Athleisure is of drink- and drug-induced food, drink and beauty rituals, towards optimising its health Chief Influence An understanding is growing frowned upon, so it’s a good fun, Gen Viz teens are making where she keeps things as the characters encourage Officers that brands need Gen Viz input way of placing yourself on healthy living and sport a key clean, organic and raw. one another to make fitness to talk effectively to a Gen Viz the side of the new. Nike part of their lifestyle. Sports videos and friends. Media, advertising and crowd. Obsessee, a new social particularly appeals to those Technology brand participation among high school entertainment brands are media-first magazine published less bound by convention.’ Samsung highlighted students in North America waking up to a hard truth: by Clique Media Group and this growing attitude in Overall, today’s teens has jumped from 25% to more those with the greatest aimed at girls and women aged its #TheOnlyWayToKnow spend less on material than 35% over the past 35 influence online are often still between 14 and 22, has four campaign following teen goods, however. Chinese years, largely driven by a near at school – because the editors members of Gen Viz as editors. members of Gen Viz are doubling among girls, from and influencers of Gen Viz It is not just publications keen to explore lifestyles 17% to 32% in the same period, are the only ones truly able that are taking this line. The that focus on experiences, according to Morgan Stanley. to engage with their peers. Tate’s youth engagement team rather than materialism and Swimming, cheerleading, ‘Teenagers are making the Tate Collective has recruited consumerism, according to a cross-country running culture, not some 40-year-old 15–25-year-olds to drive a study by agency OMD China. and quadrathlons are Gen broadsheet journalist at The rethink about how young Gen Viz member Elise by Olsen Viz favourites and Skyler Independent who happens people access the gallery’s buys second-hand clothing Dearen, 16, of Newport to be a Vine whizz,’ says collections, leading to a late from thrift stores because she Beach, California, is typical Dazed Digital’s Gorton. night gig by underground values style over fashion, and of the new breed. She is the radio station Kurupt FM. youngest certified hot yoga Recens Paper’s Elise By Olsen feels it is an environmentally instructor in the US – and couldn’t agree more. ‘It’s about For one of the world’s most friendly alternative to she has been practising having an insider’s point of successful media brands, mainstream materialism. yoga since the age of six. view. It’s about being part of employing teenagers is a the youth community,’ she says. more of an investment than ‘Thirty-year-olds writing about a risk. Shane Smith, CEO of youth culture means there are a Vice Media, recently stated: lot of stereotypes about youth.’ ‘The BBC isn’t going to give a

SKYLER DEAREN’S HOME, CASE STUDY 23-year-old kid straight out of FROM LS:N GLOBAL’S GEN VIZ TRIBE college £7.5m [$10m, €9m] to make a tv show – but we are.’

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ELISE BY OLSEN, CASE STUDY FROM LS:N GLOBAL’S GEN VIZ TRIBE 20 21

Live Streamers Beauty A large proportion of Gen Viz teens crave spontaneous and Gen Viz teens have become Born activists ephemeral interaction with Post-body Advocates, rejecting live audiences that share commercial perfection in Today’s hyper-connected their niche interests. As a favour of a celebration of teenagers have a global result, video chat platform individual traits such as a perspective on social concerns YouNow averages 150,000 big nose or gap-toothed grin. ranging from environmental live broadcasts each day and For them, cosmetics are a issues to LGBT rights, and has a strong following among tool of self-expression rather they use their social media young consumers – 74% are than a route to flawlessness. channels to champion the UNISEX BEAUTY BRAND MAKE under 24 and 56% are female. causes that they believe in. This desire to experiment Recognising a growing need ‘People have the ability to with identity through ‘Identity at its core is what among Gen Viz consumers, interact in a new way and beauty products is creating teenagers are interested in – REMEMBER THE GLACIERS BY GLACIER GIRL Amazon paid £735m ($970m, the playing field has been a mainstream market for the idea that they control who €859m) for Twitch, a platform levelled to allow all people to men. Leading beauty brands they are, their bodies and what This activist mindset extends that enables viewers to watch broadcast,’ says Jon Erlichman, are reporting a huge rise in they say,’ says Thomas Gorton, to Whole-system change, and chat to other users as they co-founder of Periscope interest from male consumers. editor of Dazed Digital. a sentiment that fashion play video games in real time. channel Parachute TV. designer Stella McCartney MrPorter.com, which sells Art Hoe, a Gen Viz collective acknowledged with the launch This generation’s preference Department store group everything from a Tom with about 30,000 Instagram of her environmentally friendly for visual content explains why Selfridges took this desire Ford Beauty concealer followers, aims to cultivate fragrance POP. The campaign Twitter is suffering – just 3% of to interact to heart with its to a sonic system deep a dialogue around gender, for POP featured activists such US teenagers aged 13–14 use Shakespeare ReFASHIONed cleansing brush by Clinique, race and identity with its as Grimes, Amandla Stenberg the platform, according to Pew campaign. To reach a youth reported 300% growth in socially conscious philosophy and Kenya Kinski-Jones, three Research Center – and platforms demographic, it created a Boiler sales of men’s beauty and and challenging imagery. young women with a high such as Periscope are thriving. Room-style live stream with grooming products in 2015. social media profile based on performances from spoken BuzzFeed tapped into this with ‘The shift towards non- their ethical campaigning. word poet James Massiah a day dedicated to Muslim gendered products is not content on Snapchat. ‘We and DJ Siobhan Bell. But it’s not all about big-budget a mere consumer trend in wanted to show appreciation MARTINA SPETLOVA’S SUSTAINABLE marketing campaigns for this LEATHER COLLECTION, PART OF BuzzFeed UK is another strong cosmetics,’ says Rintaro of our Muslim audience, while psychographic. ‘Anyone can SELFRIDGES’ BRIGHT NEW THINGS, 2016 advocate of livestreaming for Okamura, head of product at exposing non-Muslims to their make a change, whether it’s Gen Viz fans. Since Facebook Shiseido Men. ‘It is a small culture,’ says supervising video sharing a message through launched its service, it has part of a larger societal shift.’ producer Johnny Woods. selfies in your bedroom or just broadcast everything from MAC Cosmetics director of speaking to friends and family,’ a game show where The artistry Terry Barber was says teen activist Elizabeth Try Guys exploded a giant intrigued by the gender Farrell, also known as Glacier balloon to a public debate neutrality on show in the Girl. ‘You don’t have to be a pop on the EU referendum. London men’s spring/ star to get your voice heard.’ summer 2017 collections. ‘It’s all about blurring the lines between masculine and feminine,’ he says. FABLED BY MARIE CLAIRE AND OCADO, UK

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Conclusion is unremarkable and when E-commerce a transsexual can win an Over the next decade, international singing contest. Teenagers are becoming the Gen Viz will conduct These are feisty believers in the new barometer of consumer a global bonfire of right to gender neutrality in expectations in retail. traditional consumer lifestyle choices, and they are Generation D kids have a certainties. Long- ready to fight and campaign spending power of about accepted understandings for their right, or the rights of £151bn ($200bn, €177bn) when about identity, gender others, to make those choices. factoring in their influence on and status will be Nationalism, and the often parental or household buying ripped apart by these associated tropes about race, feel decisions, according to Mintel. constantly connected, irrelevant to teenagers who’ve HELLO HATSU! ART DIRECTION visually precocious teens BY PABLO ALFIERI ‘If you are focused on just grown up playing online games to be re-assembled in getting Millennials, you are or Snapchatting with peers on intriguing and inspiring trust you.’ So identifying their LONELY GIRLS LINGERIE CAMPAIGN WITH going to lose the generation the other side of the world. LENA DUNHAM AND JEMIMA KIRKE new patterns of purchase most influential online peers that is coming up behind,’ and engagement. Similarly, a from-the-cradle has never been so vital. Shiseido’s film High School Girl? explains Marcie Merriman, Post-body Advocates immersion in the image- Their layers of overlapping similarly examined genderless executive director of growth It’s time for the brands that shifting possibilities of the online identities and Members of Gen Viz place beauty. At first, the film appears strategy and retail innovation want to win their loyalty web have made them reject avatars make them natural less value on body image. to show a group of young women at Ernst & Young. to start dismantling any the quest for impossible entrepreneurs. When you’re Personality comes first. In in a classroom. But then each stereotyped visions about ‘Generation Z has the perfection that lies behind comfortable with the idea of the words of supermodel Cara one pulls off wigs and removes these young customers – not highest expectations. If you much of the retail and beauty yourself as a one-person digital Delevingne: ‘Don’t worry, be make-up to reveal the boys least because, in a reversal please them, you’re also sector’s marketing. The real brand, it’s only a short step to happy. Embrace your weirdness. beneath Shiseido’s cosmetics of the normal patterns of going to please Millennials and the authentic are sought thinking about how to monetise Stop labelling, start living.’ – and the transformative adoption, older demographics – and Generation X and passionately embraced. the things that your online power of its products. are starting to take a lead Only 48% of Generation D and Baby Boomers and friends value about you. from Gen Viz behaviour. As a result, their basic kids in the US identify as others will be happy.’ message to brands is: ‘We This adds up to both a challenge exclusively heterosexual, For starters, drop any Brands are tapping into trust each other – we don’t and a huge opportunity for compared to 65% of Millennials, notion that members of this this market by responding brands. Gen Viz will ridicule according to J Walter generation are using their to Gen Viz’s preference and reject you if you cross any of Thompson Innovation Group. multitude of screens to hide for social media-driven their red lines: note the problems And according to NPD Group, away from reality or from each platforms. Women’s lifestyle that Abercrombie & Fitch hit non-gender-specific brands are other. The reverse is true. site PopSugar has declared in China with over-sexualised reporting double-digit growth it wants to be the iTunes of Gen Viz kids are using digital messaging to young consumers. in a challenging market. fashion and accessories by technology and social media to But if you have the confidence Fragrance brand Axe, renowned integrating purchase points on radically re-engage with a wider to talk to them authentically in for its masculine, babe-magnet both ShopStyle and PopSugar. world, and in so doing, to build a visual-first, interactive and ads, was one of the first to new communities, identities, Meanwhile, subscription irreverent way by using one of acknowledge this sentiment loyalties and priorities. beauty service Birchbox has their own as your translator, in its Find Your Magic launched its own Snapchat Gender feels far more fluid to then this is a generation that campaign, which championed video customer service hotline. a generation that is coming of is ready and waiting to be your personality over body image. age in an era when being gay virtual friend and playmate. KOREAN-POLISH RESTAURANT KIMSKI, CHICAGO. BRANDING BY FRANKLYN

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Toolkit Global strategies

: Mirror Generation D’s hyper- connected online lifestyles to practise new forms of global Short attention spans Be an insider transnationalism. This is : Visibility is key in this era. : Use one of their own as your no longer about localising Be visual-first and keep translator. It’s teenagers campaigns, but about the copy to a minimum as pop that are making culture not right time for global brands to culture continues to draw on the efforts of a 30something represent cultural diversity the online phenomenon for or 40something marketer : Use popular real-time creative influence. Make sure : Have an insider’s point of view networks and channels your brand is an aesthetic, to be part of their community to simultaneously live shareable experience and aim to cultivate a dialogue stream and deliver global : Embrace a multiplatform that challenges the status connectivity, as Generation approach and think laterally SELFRIDGES PRESENTS SHAKESPEARE quo. Give Gen Viz kids a MR ROBOT INTERACTIVE HACKING GAME D teens respond positively REFASHIONED, LONDON BY NIGHT SCHOOL STUDIO about your marketing and platform to be heard rather to immediacy, newness media strategy. This is not a and momentum Authentic perfection than dictate your brand’s one-channel-fits-all generation terms and conditions Conscious consumption : Help to blur the boundaries so cleverly layer points of : Being relatable is your biggest : Refocus your marketing between commerce and access and engagement currency so embrace diversity : Reflect Generation D teens’ budgets. Brands are starting to culture to enable these new to enable Generation D kids more long-term focused : Always be fun to use, redefine their entire marketing global citizens to build their to feel truly represented. lifestyle choices. Consider a connected and in the campaign as an influencer identity, broaden their reach A homogeneous look does more holistic business system moment. Invest in new strategy so go beyond static, to global audiences and turn not appeal to these new that has environmental and and niche technology that traditional print media their hobbies into businesses consumers with their global, social longevity at its core incorporates spontaneity multicultural outlook and ephemeral interaction : Vices are definitely : Generation D teens are changing for this generation. intolerant of traditional Champion a more honest advertising, and are proving and transparent approach that anyone can effect change to campaigns, and provide from as young as 13, and accurate information as this from their bedrooms, so equals a more considered, reach beyond stereotypical informed, and therefore identifiers of status and loyal, future consumer typical celebrity culture : Make healthy living a key : Remember, personality comes MILK ANTI-FRIZZ LEAVE-IN NOURISHING part of your brand proposition TREATMENT BY REVERIE first and foremost, so as a to reflect Generation D’s own brand, champion this over lifestyle choices. Generation body image and stereotypes. D kids are the ultimate CAMPER AUTUMN/WINTER 2016 Be challenging when it comes Optimised Selves and are ASICS 2016 SPRING CAMPAIGN. COLLECTION CAMPAIGN BY DOM to gender boundaries as this is influencing older generations PHOTOGRAPHY BY JUCO SEBASTIAN no time to be timidly unisex

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