GettinG to Know Gen Z - Millennial Marketing

January 2017

Getting to Know Gen Z:

How The Pivotal Generation is Different From Millennials

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ALL OF THE MATERIAL IN THIS DOCUMENT IS COPYRIGHTED AND MAY NOT BE REPRODUCED IN WHOLE OR IN PART WITHOUT EXPRESS WRITTEN PERMISSION. FOR PERMISSION, PLEASE CONTACT Jeff Fromm, jfromm@.

No distribution or reproduction without permission. Copyright ? 2017 Barkley, Inc. and FutureCast, LLC. All Rights Reserved.

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Barkley and FutureCast, a Barkley partner company, proudly present this report.

About FutureCast FutureCast? is a marketing consultancy that specializes in Millennial trends and modern consumer behavior. We literally wrote the books on it. Marketing to Millennials and Millennials with Kidsare top selling marketing booksthat have renovated businesses allover the world. We utilize our deep understanding of the Millennial Mindset? and a proprietary typing tool to help brands identifytheir unmet consumer needs across generations fueled by Millennial cultural trends to unlock theirgreatest opportunities for activation.

About Barkley At Barkley, we take pride in futureproofing business models and modernizing iconic brands. However, we are more than an ad agency. We are integrated business partners who are analytic and innovative at the core, using data to drive marketing conversation and strategies. This culture of innovation allows us to partner with our clients to create the solutions of the future. Our emerging technology innovation practice has built and deployed new technologies that create more engagement with the savviest generation of consumers we've ever seen.

No distribution or reproduction without permission. Copyright ? 2017 Barkley, Inc. and FutureCast, LLC. All Rights Reserved.

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TABLE OF Contents

Executive Summary ..............................................................3 Getting to Know the Pivotals ................................................6

We Want to Work for Our Success, Not Be Discovered.............................................................. 12 We Believe That Equality Is Non-Negotiable .....................15 We Want Brands to Be Real So We Can Be Unique ........ 20 We Have Our Own System of Rules and Etiquette for How We Use Social Media23 Now, It's Your Turn .............................................................. 27

No distribution or reproduction without permission. Copyright ? 2017 Barkley, Inc. and FutureCast, LLC. All Rights Reserved.

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HARD WORKING INDEPENDENT

FINANCIALLY RESPONSIBLE

DETERMINED

Gen Z's

PIVOTAL FORCE

TRADITIONAL

NON-CONFORMIST

FLUID

UNIQUE

LIBERAL

POLYETHNIC

RADICAL AGENDA

No distribution or reproduction without permission. Copyright ? 2017 Barkley, Inc. and FutureCast, LLC. All Rights Reserved.

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