LOS ANGELES: With Generation Z set to replace the Millennial generation as the new sweet spot for marketers, Ketchum is launching a specialty focused on engaging people born in 1998 or later.
Called Engaging Gen Z, the offering will launch on Tuesday, led by Los Angeles-based VP Angela Fernandez. Its target audience is made up of clients who are interested in learning more about Generation Z and how to engage it.
Based on research Ketchum has compiled over the past year, Fernandez will offer clients tutorials and briefings about Generation Z. The firm will also make an assessment workshop available to clients on how they can transition and evolve a brand’s Millennial engagement strategy to appeal to Gen Z. The agency will use its resources, such as Ketchum StoryWorks, to capture real-time media and social conversations as well as influencer mapping to identify people and platforms that resonate with a client’s brand.
"Ketchum has been studying Millennials for the past decade, but now Gen Z is coming up and they have strong opinions, actual money to spend, and significant influence among their networks," said Fernandez. "As we are looking at this new generation that is coming up really quickly, we need to start getting our heads wrapped around what that means."
Ketchum will also debut a trend report on its website examining the attitudes and behaviors shaping Gen Z, as well as implications for marketers.
The report will also look at Millennial trends that will expire with Gen Z. For instance, the later generation will be more cautious about its social media footprint than Millennials. And while Millennials taught marketers that attention is a valuable currency, Generation Z is emphasizing that it can choose what it pays attention to and when. Another highlight: while Millennials made entrepreneurship cool, Gen Z sees it as a necessity.
"Gen Z believes that for brands, the power is in everyday people, not in big institutions because they are clunky and can’t change fast enough," added Fernandez. "So ripe territory for [a marketer trying to engage Gen Z] is a brand that can show it is [made up of] everyday people who are triumphing and championing their consumers’ causes and beliefs and are able to give them more influence and power and create meaningful change."