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Entertain me or else! How Generation Z is changing everything

21 Sep 2018

Posted by Rachel Johnson

The latest BIMA Breakfast Briefing saw WP Engine's Fabio Torlini and James Dowell, and Sky’s Tsedenia Skitch explore how brands can meet the unique expectations of Generation Z.

Gen Z was born in the cloud. They grew up wondering why, when they dragged their finger across a magazine page, the picture didn’t change. For them, the internet has always been there, available, reliable, and without having to wait for your dad to get off the phone so you could access the modem.

Gen Z’s lifelong relationship with the internet has given them a unique relationship with it. They believe the internet is where you go for entertainment rather than information, and they’re willing to share data to get it.

So how do you break through to an audience that sees 10,000 ads daily and values entertainment above virtually anything else? James Dowell looked at the way one Swedish finance company is ripping up the traditional rules for advertising. He explored the growing expectations of personalisation, which requires brands to get it right (and not creepy).

And Sky’s Tsedenia Skitch talked online communities, where Gen Z’s fragmented identities become part of multiple subcultures. She explored the opportunity for brands to meet Gen Z in the community space, providing they do it with authenticity, are prepared to co-create, and have some cultural currency.

It was another fascinating Breakfast Briefing, rounded off with a panel Q&A. Thanks to everyone who joined us (and made it a full house) and if you missed it, it really is worth catching up here.


Rachel Johnson
Posted by Rachel Johnson

Rachel has recently joined BIMA having worked for more than 20 years in the world of Marketing. Rachel has many impressive client, charity and agency-side results to her credit and stories to tell. As both a team player and independent advisor, Rachel loves to see the bigger picture and is a strong strategic thinker. She has led ambitious projects for start-ups, worked alongside growing businesses and has been fortunate to work with some of the UK’s most respected and renowned agencies. A self-motivated original thinker, Rachel is also an extremely able marketer. She brings out the best in people at all levels. Her wealth of transferable skills includes project management – often with direct budgetary control - results-driven commercial awareness, proven networking strengths, digital marketing expertise and broad IT literacy. However, her achievements do not end there! In her spare time, she makes full-use of her Cumbrian home-town environment, walking, biking and running, and spending time as an enthusiastic side-line rugby and football mum for her two boys – Louie and Harley.

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