Meet Gen Z: Your Next Marketing Challenge

Thursday, November 16, 2017

GEN Z: KEY TAKEAWAYS

If you missed the event, here are the important tid bits we think you should know:

Conscious of their relationship with tech. Despite this generation being most intertwined in tech, they are hyper-aware of their reliance on it. In turn, they make conscious decisions to make more personal connections. They are powerful in that they see the huge potential in digital technology, but can also identify times where it’s important to disconnect.
 
Experience is critical in developing identity. This generation embraces the diversity around them and looks to travel and exploration to not only better understand the world around them, but also help define their own sense of identity. Brands that promote individuality and inspire their wanderlust will win among Gen Xers.
 
They have more buying power than you’d think. Despite their age, Gen X has strong spending power because of their influential voice in overall household spending. Past generations have taken more of a passive role in household spending, but this generation may even go so far as to create a Powerpoint presentation on something they’d like the family to purchase.
 
Stress and anxiety are already prevalent in their lives. Many Gen Xers will be quick to say they feel like they don’t have enough time in the day. Their wanderlust also creates a sense of restlessness that compounds their need to squeeze more into every day. Thus, they’re always looking for time saving tips and “life hacks.” Unfortunately, they’ve also grown up exposed to mass shootings and violence which contributes to anxiety and leads them to place greater emphasis on mental health.
 
Unfiltered is best. Gen X is over the highlight reel. They value raw and authentic content, both in their own publishing and from brands. They understand how detrimental communicating an overly perfect and curated life can be and actively try to build connection through more real and vulnerable moments.

When:

Thursday, November 16, 2017
9:00 a.m. – 2:00 p.m.

Complimentary refreshments and lunch will be provided.

Where:

Conference Chicago at University Center
525 South State Street
Chicago, IL 60605
Parking Information

Questions?

Call 414.270.7235 or email Nicole Stone at nstone@laughlin.com

Highlights

Gen Z: Who They Are and Why You Should Care (Or Not, It’s Really Up to You)

Tom Curtes – Senior Planner at Laughlin Constable

Lydia Eichner – Senior Strategist at Laughlin Constable

Tom Curtes
Tom Curtes
Laughlin Constable
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Tom Curtes is a Senior Account Planner at Laughlin Constable, responsible for setting the strategic direction for his clients, then working hand-in-hand with the Creative teams to bring that vision to life through advertising. Using research of all forms, he's able to uncover underlying consumer insights that help ensure his clients' brand strategies will connect with the prospects they seek. This passion for understanding consumers led him to design, execute, and distill Laughlin Constable's first-ever piece of research focused on Gen Z.​
Lydia Eichner
Lydia Eichner
Laughlin Constable
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Lydia Eichner is a Senior Strategist at Laughlin Constable. She guides integrated content and social strategies, helping brands discover the sweet spots where people, messages, and business objectives live in harmony. Her passion lies in exposing cultural influences on attitudes and behavior, applying psychosociological insights to strategy, and leveraging digital technologies to connect with people in new ways. She was inspired to learn more about Gen Z based on her extensive, off-the-record meme-related research on Instagram.

Youth In Flux

Rebecca Prindable – Director, Marketing & Partner Insights at Viacom

For youth today, the world they were born into feels broken and they are ‘always on,’ whether it’s a financial meltdown, refugee crisis, feminist issue, terrorist attack or environmental threat. They are keeping up to date in real-time through their use of technology, making them hyperaware, wise beyond their years, and stressed. We will discuss what Gen Z’s world looks like today, their media consumption and digital habits, and how they’re navigating their complex relationship with technology. 
Rebecca Prindable
Rebecca Prindable
Viacom
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Becky attended Fordham University in NYC for undergrad, and has an MSc in Integrated Marketing Comm, focused on Market Research, from Roosevelt University in Chicago. She started her research career working in consumer insights at Cars.com helping out internal teams with various qual and quant projects for both consumer insights and product research. From there, she went on to work at Havas Media, as an Analytics Director for a CPG client, leading the digital measurement strategy and reporting, before having the opportunity to work at Viacom. At Viacom she partners with sales to create compelling stories and provide solutions for clients, as well as building insightful reports on today’s emerging landscapes and consumers.

Marketing to the iGeneration

Gabrielle Lieberman – Director of Social Media Research at Mintel

Gabrielle Lieberman
Gabrielle Lieberman
Mintel
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Gabrielle heads up the social media team in the US, leading the initiative toward further growth and development of the social media offering at Mintel. She identifies trends in online consumer behavior and provides insight on how consumers use social media to interact with brands and influence purchase decisions. Gabrielle previously worked as a researcher at Crain’s Chicago Business, where she also built the newspaper’s social media foundation. She holds a BS in Fashion Marketing from Woodbury University and a MSJ from Northwestern University’s Medill School of Journalism.

Hungry For More: How Gen Z Uses Food To Reach Their Personal Potential

Jascha Goss – Strategist at Google

Younger audiences are more educated about the food-health connection than ever before. They are turning food into ‘Food Care’: a way to care for their minds, bodies, beauty, and mood so they can reach their personal potential. Millennials and Gen Z believe that food is the most fundamental, sustainable and accessible means of helping them to be better. In the past, food brands have typically focused on removing ingredients that have been identified as harmful or unhealthy in their products, but to succeed with Gen Y&Z, it is paramount to focus on what your products DO have and highlight all the positive benefits that come with it. This talk focuses on how Millennials & Gen Z are using food to fuel their personal potential - and why marketers should care.
Jascha Goss
Jascha Goss
Google
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Jascha Goss is a Strategist at Google, based out of the New York City campus. In his role, Jascha helps premiere agencies and their clients navigate the seven different platforms at Google that reach over a billion users in order to solve complex business challenges. Prior to this, Jascha covered the German market for Google, specializing in e-commerce and retail business. Jascha lived and studied in London, Buenos Aires and Madrid before earning an Masters from Warwick Business School, where he graduated with honors.

Streaming the Soundtrack of Gen Z

Dan Williams – Director of Sales, Central at Spotify

Dan Williams
Dan Williams
Spotify
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Dan Williams is a Director of Sales, Central for Spotify. He has been a member of the Spotify Band for the last six years. Before Spotify, Dan worked with Centro and OMD. While a native of Chicago, Dan received a Bachelor of Science Degree in Sales Management from Purdue University.

Discussion + Q&A

Location

Conference Chicago at University Center
525 South State Street
Chicago, IL 60605
312-924-8110

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