Marketing

to Gen Y and Z: Is
Your Brand Ready?

Visit corporate.yconic.com
 WHO ARE GEN Y AND Z?
Generation Y Generation Z
BORN BETWEEN 1980 – BORN LATE 1990’s –
MID/LATE 1990’s TODAY

1970 TODAY

There has never been a generation with more influence both inside and
outside the family and this has changed the dynamic of the modern family.
They’re influencing their parents on everything from what car to buy to where
to go on vacation to everything in between.

Source: The Zeno Group The Human Project 2016

WHY IS THIS GENERATION
IMPORTANT?
ONE OF THE LARGEST
GENERATIONS IN HISTORY IS
MOVING INTO ITS PRIME
SPENDING YEARS

TODAY THEY REPRESENT 37%

OF THE CANADIAN
POPULATION
 WHAT CHARACTERIZES THEM?

GENERATION Y GENERATION Z
FREEDOM AND FLEXIBILITY STABILITY
OPTIMISTIC REALISTIC
TEXT BASED COMMUNICATION (TWITTER, EM, IM) FACE TO FACE SOCIALIZING
(SKYPE, FACETIME, SNAPCHAT)
GROUP MENTALITY
INDIVIDUALISTIC
PASSION
DETERMINATION
TRUE DIGITAL NATIVES, THEY HAVE NEVER
KNOWN A WORLD WITHOUT INTERNET
Source: business2community.com/author/ryan-jenkins
 WHAT ARE THE KEYS TO
ENGAGING THIS DEMOGRAPHIC?

TRANSPARENCY AUTHENTICITY RELEVANCE

Source: Adage
 HOW DO THEY ENGAGE WITH
BRANDS ON SOCIAL MEDIA?
MONTHLY BEHAVIOR
BRAND RELATED ACTIVITIES CONDUCTED IN PAST MONTH 15-34YRS
PERSONALLY BENEFICIAL
ENTERED A BRAND OR ORGANIZATION’S CONTEST OR GIVEAWAY 60%
LIKELY THE
SPECTATOR CLICKED ON A SALE, DISCOUNT OR COUPON BEING SHARED BY A
OR JOINERS BRAND OR ORGANIZATION 55%
TO GAIN INFORMATION OR FOSTER INTEREST
VISITED A BRAND’S SOCIAL MEDIA PAGE 54%
INTERACTED (READ, SHARED, COMMENTED) WITH A POST FROM A BRAND
OR ORGANIZATION 36%
LIKELY THE DIRECTLY ENGAGE WITH BRANDS
CRITICS OR USED A HASHTAG RELATED TO A BRAND OR ORGANIZATION 22%
CREATORS
UPLOADED A PICTURE OR VIDEO, AND TAGGED A BRAND OR ORGANIZATION 18%
TWEETED DIRECTLY TO A BRAND OR ORGANIZATION 12%
Source: corporate.yconic.com
WHY ARE THEY IMPORTANT
TO YOU?

RETAIL SALES
BY 2020 30% OF ALL RETAIL
MILLENNIALS 2020

30% SALES WILL BE TO

MILLENNIALS.
HOW DO YOU
CREATE LOYAL
GEN Y AND Z
CUSTOMERS?
YOU TRULY NEED TO UNDERSTAND
THIS CUSTOMER BASE
WHAT IS THEIR IMPRESSION OF YOUR BRAND?

HOW AND WHY WOULD THEY USE YOUR PRODUCT/SERVICE?

IS A COMPETITOR BETTER? HOW? WHY?

DOES YOUR MARKETING RESONATE, REACH THEM IN THE

RIGHT CHANNEL WITH THE RIGHT MESSAGE?

WHAT IS THEIR EXPERIENCE WITH YOUR BRAND/PRODUCT?

 STORIES HELP BRANDS CONNECT
WITH MILLENNIALS
CULTURAL HELPFUL
BRAND MESSAGE BRAND MESSAGE

64% 62%

64% WOULD RESPOND MORE POSITIVELY TO BRAND 62% WOULD RESPOND MORE POSITIVELY TO BRAND
MESSAGES THAT ARE TAILORED TO THEIR CULTURAL MESSAGES THAT ARE USEFUL AND HELP THEM SOLVE
INTERESTS. THEIR UNIQUE EVERYDAY PROBLEMS.
Source: Marketing Insider Group
 ACQUIRE NEW CUSTOMERS
AUTHENTICALLY

Source: Marketing Insider Group

HOW DO YOU IMPROVE YOUR RESULTS
WITH THIS GROUP?
360,000
UNDERSTAND PANEL MEMBERS

400,000+
CONTACTABLE MEMBERS
1.4M
ACQUIRE ENGAGE ENGAGED ACROSS
PLATFORMS
SCOTIABANK RECOGNIZES THE FUTURE YCONIC PROVIDES KEY INSIGHTS AND ANALYSIS
VALUE OF THIS DEMOGRAPHIC. YOY ENABLING SCOTIABANK TO EVOLVE STRATEGIES
AND TACTICS TO UNDERSTAND, ENGAGE AND
ACQUIRE YOUNG CANADIANS.

“YCONIC HAS BEEN CENTRAL TO OUR YOUTH AND STUDENT STRATEGY BECAUSE OF
THEIR ABILITY TO CONTINUALLY OUTPERFORM OUR OTHER MARKETING INITIATIVES
TARGETING THIS DEMOGRAPHIC.”
JANET BOYLE, VICE PRESIDENT, UNSECURED LENDING, SCOTIABANK
 YOUR YOUTH MARKETING PARTNER.

To learn how yconic can help you achieve your marketing goals
contact Angelo Esquerra
Angelo.Esguerra@yconic.com
Corporate.yconic.com