2021年Z世代报告：理解我不要定义我.docx

WHITE PAPERUnderstand Me, Don t Define MeMay 2021There is a clear under 40/over 40 divide in how positively brands that embrace a gender-neutral/fluid approach in their marketing are seen.% Agreeing With Statement by GenerationBut, like all things with Gen Z, it/s not quite that simple.Gen Zs tend to view gender as an unnecessary classification “bucket,“ meaning that ultimately, how gender is portrayed in brand marketing and communications has little influence over their purchase decisions.17%I am more likely to buy brands thatactively support gender equalityissues than those that don't13%Everything else being equal, Kd buya gender-neutral product over agender-specific productSource: 202 / IRI Gen Z Survey Base: 17-23 Year old female presenting Gen ZBrands being obvious about calling out diversity and fluidity is distracting and feels inauthentic. We want to see real people using real products that actually work.Gen Z focus group participantBuilding loyalty among Gen Zs requires a commitment to understanding who they really are, not your perception of who they are. This newest generation of shoppers is fiercely independent and expects brands to respect and appreciate what makes each of them unique. That means brands must understand what Gen Z wants and needs, before they will earn their dollars.Anything perceived as opportunistic marketing is flatly rejected by this generation.% Naming as the Top 2 Characteristics Beyond Taste and Price that are Most Important When Deciding Which Brand of Food/Non-Alcoholic Beverages to BuyHas genderneutral packagingIs marketed in aFeelsUnderstands whatCares about thegender-sensitive/ neutral wayauthenticI want/needenvironment/sustainabilitySource: 2021 IRI Gen Z Survey Base: 17-23 Year old female presenting Gen ZThe consistent feedback we heard from Gen Z was that gender in marketing isn't as much about whether brands are portrayed as male, female or gender neutral. Rather, it is whether the entire "package" for the brand - everything from what the product is, to how it performs, to how the packaging looks, to its marketing and social media - is simple and authentic, and makes sense for what the brand is.It's all about efficacy and authenticity with brands. Efficacy lends authenticity, rather than brands standing for certain ideals because they sound good.Gen Z focus group participantExpect Continuous ChangeWhen a generation values and acts on the freedom to conform or not conform to societal labels, it makes every aspect of brand development -from innovation to packaging to messaging to targeting - more challenging.For Gen Z, the old saying that the only constant is change is a fundamental truth. We asked dozens of 17- to 23-year-olds what they wished brand marketers knew about them, and at the top of their lists was that they wanted marketers to embrace their continuously changing nature.Wefre as innovative as we can be and always adapting to change.What I say I like now will be completely different a year from now.Brands have to commit to the evolution and constant changing of my generation.Gen Z focus group participantsPerhaps none of this is surprising, given that they are currently at the very beginning of what will be a lifelong journey as shoppers. And yet, the sheer volume of information and input they have surrounding them at any given time (both paid and organic) sets them radically apart from every other generation in how they discover, try and ultimately continue to buy (or not) new products and brands.This complex ecosystem is ideal for delivering highly relevant and targeted content and messaging, but it can be nearly impossible to disentangle without access to a wide array of information resources.Gen Z is looking for brands with conscience, purpose and a commitment to action.Gen Z Is Raising the BarSpend 10 minutes talking to any Gen Zer and it will be obvious that they hold brands and retailers to a much higher standard of transparency, social responsibility and product efficacy than those in preceding generations.Their rejection of a world in which anything is binary extends to their shopping experience. They are a generation of "and/ not "or." The most important "and" will force marketers to go beyond product features to defining the essence of the brand and why it exists.Gen Z is looking for brands with conscience, purpose and a commitment to action.They want brands to take the time to get to know them. Really know them. And because their preferences are continuously evolving, they want manufacturers and retailers to be committed to understanding that evolution.They want functional products that also give back to society. They want to know that a company they buy from cares about more than just making a profit. They want transparency, even if doing so shines a not- so-flattering light on the product.For Gen Z, transparency fuels authenticity. And there are few things more important to them than that. More than any generation since their gra n d pa re nts/great-gra n d pa re nts (the Silent Generation), they value honesty and straightforwardness.二二、Winning With Gen ZTo better understand what characteristics set new products up to win with Gen Z - what grabs their attention and what/s worth buying or asking for -we focused on eight brands that represent a cross-section of the successes of today (2019 IRI New Product Pacesetters) and of tomorrow (2019 IRI Rising Stars) across both edible and non-edible categories.IRI discovered that Gen Z over-indexes on dollar growth across the collective batch of randomly selected Pacesetter products, withindices of 130 or more for some products. Leveraging social media, communicating authentically and delivering against their promises - both for the product experience and what the brand stands for - is how these brands have won with Gen Z.bwblysporkling woter/limebublym -kivof wth otM natural HoncPacesettersRising StarsBangMy/Mochi IceCreamBublyPlanet OatPop Tarts BitesNativeWonderful No ShellFlavored PistachiosUOreal Infallible Fresh WearIn each case, social media has played a critical role in getting the brands noticed among a Gen Z audience. Influential's Market Intelligence offering was used to examine these eight New Product Pacesetter brands, and found the following: Across the eight brands analyzed, all had the psychographic traits of openness and agreeableness in common. Based on social listening, Gen Z values openness and agreeableness above other psychographic traits. Gen Z engages with brand-owned and -operated content that utilizes influencers. Compared with other content buckets posted on brand-owned and -operated channels, Gen Z consumers displayed the highest engagement with content that featured influencers they like and follow. Short-form video, especially through TikTok, is working to fuel purchase intent for brands like Pop Tarts Bites and Bang Energy drinks.神飕POUCHESWonderfulso_FOVLS_d -CQCONUV VAKULA»<«AivaiMw ，rW>KNThroughout the dozens of conversations we had with Gen Zs, TikTok was commonly mentioned as the first place that new products are often noticed. The appeal of TikTok is highly aligned with Gen Z's overall desire for less “manufacturecT engagement and more "real people” organic content.TikTbk is more personal, more real people than advertisers sponsoring posts; people being more honest with each other.Gen Z focus group participantTikTok drives purchase intent organicallySM >lusuo。p ua SZDXOPIHSource: 2021 IRI Gen Z Survey Base: 17-23 Year old female presenting Gen ZGen Zs are the great experimenters. They have an innate curiosity that permeates all aspects of their lives. Remember, this is a generation for which YouTube and TikTok are their greatest teachers.Here is a great example of a super-successful brand driven by innovative marketing efforts with little to no marketing spend. Bang Energy drinks let the market create the demand following the launch of its product that spoke to the needs and wants and appealed to a generation of innovative experimenters.New items like Bang are successful because they have a personalization mindset. For Gen Z, personalization done well offers them a sense of belonging. It's driven not by narcissism, but rather a desire to be understood and seen for the individuals they are.New Brand, No Traditional Marketing Budget.FWT BRAIN AND BODY fVG.BIRTHD/VTNATURAL FLAVORS 16 noz (1 PT) 473 mLfUL YOUR DSTINY!(RAINBOW UNICORN"natural flavors <6 n 02(1 PT) 473 mlMedia Spend Source: Kantar MediaGen Z is a highly visual generation. They discover new products by browsing and picking up packaging that catches their attention. They appreciate simplicity in packaging, both for its minimalist aesthetic and for the eco-friendliness it conveys. A minimalist approach to packaging also helps simplify the decision process for these new shoppers by making those products easier to find on the shelf. The Native product line illustrates how this can be done effectively: Its clean, simple package design, without any discernible gender orientation, conveys authenticity that resonates with Gen Z. Native personal care products doubled sales versus one year ago, thanks in part to Gen Z dollar growth of 145%.For all but UOreal Infallible, appealing packaging is the common characteristic that sets these brands apart. And across all dimensions, Native has hit all the high notes for capturing Gen Z's attention and communicating in a relevant way.BangBublyPop Tarts BitesPlanet OatWonderful No Shells Flavored PistachiosMy/MochiIca CreamNative Personal CareUOreal InfallibleHas appealing packagingIs marketed in a gender-sensitive/-neutral wayFeels authenticIs a brand that understands what I want/needIs a brand I want to know more aboutCares about the environment/ sustainabilitySupports a cause(s) I believe inFour of the eight New Product Pacesetter/Rising Star brands examined get strong endorsement from Gen Z for being marketed in a gendersensitive way, but it is unlikely that this has been a significant driver of their success. Rather, authenticity stands out as a much more dominant purchase driver. This is a characteristic shared by Planet Oat, Wonderful No Shells Flavored Pistachios, My/Mochi Ice Cream and Native products.Planet OatWonderful No Shell Flavored PistachiosBuyers vs. YAGMore Than Doubled Outpaced Total HouseholdsDollar GrowthIndex vs. Total HHs118134Source: IRI All Shopper Loyalty Stores / 52 Weeks Ending 3.21.21 vs Year Ago I All HH Demos - Cen Z born 1997 and AfterRequest-Worthiness Begins to Establish Brand PresenceGen Z s oldest members are just now starting to establish their own households, but most are still living with their parents or are away at school. While they may earn and spend their own money on CPG products, many still rely on their parents to buy the brands they discover. In ethnographic work IRI conducted among Gen Zs, we uncovered some very territorial behaviors around the coveted products that they had specifically asked for. Gen Zs commonly write their names on the outside of their packages, with the goal of keeping others in the family from consuming or using “their“ products.Of the eight New Product Pacesetters/Rising Stars, one stood out as the most “request worthy" of them all: Wonderful No Shells Flavored Pistachios, with nearly half of Gen Z respondents saying they'd ask their parents to buy them. When probed for why, Gen Zers largely cited the brand's healthiness and craveable great taste - the core of what they needed the brand to deliver.Those brands that ranked the highest for being request-worthy did the best job of delivering on their core taste, health or efficacy propositions.While most Gen Zs haven't yet established households of their own, the impact of their preferences on household purchase behavior is clear.Buyer IndicesEnergy Drinks CategoryBangOther Energy Drink BrandsDeodorant CategoryUJ>14NNativeOther Deodorant BrandsHouseholds With 17-to-23-year-old Gen Z Present120180120114145114Households Without 17-to-23-year-old Gen Z Present958195978997Source: IRI Consumer Network PanelGeography: Total U.S. - All Outlets 52 Weeks Ending Jan. 24, 2021Overall, there appears to be virtually no connection between the request-worthiness of any of the eight NPP brands we looked at and the way in which they portray gender for the brand itself, or in its marketing.Executive Summary: Moving away from labels and toward the future of data to successfully guide the marketing of brands to Gen ZNearly half of Gen Zs aren't old enough to drive a car, yet they are driving global marketing and retail strategies around the world.And it's no wonder: Gen Z is poised to be the most influential generation in human history.Gen Z has an estimated $143 billion in direct buying power.The oldest members of Gen Z are just graduating from college, while its youngest members are still in grade school. Despite that, they account for 20% of all U.S. consumers1, with an estimated direct buying power of $143 billion2. They are a generation to be reckoned with: Constituting approximately 32% of the global population, Gen Z is emerging as the world's largest and most diverse generation. And now, marketers are jockeying to build brand loyalty among this increasingly valuable cohort.As the first generation of digital natives, Gen Z was born into a world of seismic social change. With a practical streak that belies their young years, they are known for their work ethic, technology prowess and passion for action. As they come into their own as consumers, employees and citizens, it is imperative to truly understand what motivates and drives them.Focusing on Gen Z pays off*: Brands that make the connection with this remarkable generation drive, on average, 14x greater dollar growth opportunity versus other generations.*Based on sales of New Product Pacesetter/Rising Stars products included in the report.The Omnichannel ShopperAs Gen Zs strengthen their CPG shopping skills, they largely rely on brick-and-mortar retailers. In fact, more than half of the 17- to 23-year- old females we surveyed displayed a preference for in-store shopping; only a third prefer