PLA Y
CONSUMERS WHO USE A MOBILE DEVICE DURING THEIR SHOPPING JOURNEY CONVERT AT A 40%
HIGHER RATE. Source: Branded3
The DICTIONARY
3. GENERATION KATNISS Noun (colloq: Gen-K)
amed after Jennifer Lawrence’s character Katniss Everdeen in The Hunger Games films, Generation Katniss describes the 13 to 20 year old girls who’ve grown up accustomed to constant
connectivity but whose worldview has been shaped by the recent global economic crisis. The term was coined by
DIGITAL
93% OF MILLENNIAL CONSUMERS VISIT YOUTUBE
AT LEAST ONCE A DAY. Source:
Reed.co.uk
economist and author Professor Noreena Hertz who studied girls born between 1995 and 2002 in Britain and the US. Given the speed with which digital culture evolves, it should come as no surprise that Gen-K exhibit a different set of attitudes to their older millennial siblings. Generation-Y grew up in the comparatively rosy early noughties and their cultural avatar was Harry Potter—an old fashioned hero with an old fashioned wand. The world into which Generation Katniss is emerging, says Hertz, is harsher and less certain. “They’ve been shaped by this world of existential danger and threat which is
A generation gripped by anxiety
now piped into their smartphones: the beheadings on Facebook, the tragedy on Twitter feeds,” Hertz told delegates at the Women in the World Summit in New York City in April. Gen-K are characterised by a high level of awareness, a high level of anxiety and are highly motivated to end economic and gender inequality. They care about social and environmental issues and value diversity. Asked how they describe themselves, the most common response was ‘unique.’ Brands and marketers have invested significant energy into understanding the next generation of consumers, so what are the lessons from Hertz’s research? First, kids demonstrate a high level of scepticism. Only six per cent of Generation-K trust big corporations to “do the right thing”. Despite—or perhaps because—this is a generation that lives online, Hertz has also highlighted the group’s desire for non-digital relationships and experiences. Generation-K has a short attention span, expresses itself visually and when it comes to their consumption of the one
thing that traditionally defines teenagers—music—ownership is an alien concept.
Adding weight, perhaps, to Hertz’s description of a generation gripped by digital anxiety, last year Hunger Games star Lawrence was the victim of a hack that led to pictures of herself appearing online. Looking to engage Gen-K? As Katniss Everdeen herself would say: “May the odds be ever in your favour.”
A WORLD RECORD BY PICKING UP OVER A MILLION FOLLOWERS IN FOUR HOURS.*
IN JUNE CAITLYN JENNER’S TWITTER ACCOUNT BROKE
Bloggers Beat Brands for Trust According to an independent
survey of UK consumers commissioned by affiliate network affilinet, bloggers are consumers’ third most trusted source of information. They’re pipped by friends and family but bloggers beat journalists (number six in the top 10), brands (number nine) and politicians (number 10). “It’s a very British thing, not to trust
anyone,” says UK Managing Director of affilinet Helen Southgate. “We’re a sceptical and wary bunch. I’m not surprised to see politicians at the bottom of the pile but perhaps a little surprised to see brands so low. What is encouraging though, is the role that bloggers and social media play within consumer trust. But we must as marketers respect that and not take it for granted or abuse the position of trust earned by these affiliates.” Asked about the most important
factors engendering trust among bloggers, 55 per cent of consumers cited balanced and fair reviews, while 53 per cent said they were looking for authenticity. The survey also revealed the type of content that consumers are looking for. Tips, hints and how-to guides were what consumers were particularly after (52 per cent), as well as content on areas of niche interest. “The fact that consumers look to
bloggers to provide them with information about areas of specific interest goes right to the heart of the evolution of digital marketing,” says Southgate. “The question for bloggers is now how they go about building on this trust, maintain editorial integrity, and at the same time monetise their site.”
7 issue 25 july 2015
*SHE TOOK THE RECORD FROM BARACK OBAMA’S @POTUS ACCOUNT, WHICH TWO WEEKS EARLIER GAINED A MILLION FOLLOWERS IN UNDER FIVE HOURS.
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