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Marketing to Generation Z

By: David Stillman and Jonah Stillman

Course

Marketers have five generations to reach with each campaign: traditionalists, baby boomers, Generation X, millennials, and now Generation Z. Gen Zers are significantly different than predecessors: more realistic, competitive, and motivated. So how are marketers going to adapt to the needs of this up-and-coming generation? Learn from experts David Stillman and Jonah Stillman, a father and son team spanning Gen X and Gen Z, about who Gen Z is and how you can adapt your marketing campaigns to target this savvy new audience. Explore the seven key traits of Gen Z and discover where members shop, how they use social media, why they want to be aligned with winning brands, and more. Using David and Jonah's tips, you'll be better prepared to market to this incredibly unique and diverse generation.

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By: David Stillman and Jonah Stillman Course Marketers have five generations to reach with each campaign: traditionalists, baby boomers, Generation X, millennials, and now Generation Z. Gen Zers are significantly different than predecessors: more realistic, competitive, and motivated. So how are marketers going to adapt to the needs of this up-and-coming generation?

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Lynda.com is now LinkedIn Learning

All of Lynda.com's courses and expert instructors are now on LinkedIn Learning. See all topics

Certificate recipient

Details

Skills covered

Creative Cloud Crash Course

By: Paul Trani

Course

Have you ever wondered what all the Adobe Creative Cloud apps do? This course is for you. Explore everything the Creative Cloud has to offer and discover the best features in each tool. Focus on the areas that interest you or watch the entire course to get a strong foundation on the complete Adobe toolset. There's something here for every creative pro. Instructor Paul Trani spotlights the apps for design and illustration, photography, video, 3D, animation, web design, and user experience. Plus, learn how to showcase your work online using Adobe services such as Behance and Portfolio.

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All of Lynda.com's courses and expert instructors are now on LinkedIn Learning. See all topics Certificate recipient Details Skills covered By: Paul Trani Course Have you ever wondered what all the Adobe Creative Cloud apps do? This course is for you. Explore everything the Creative Cloud has to offer and discover the best features in each tool.

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TJX Buying and Merchandising Graduate Scheme

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Merchandising and Buying Graduate Programme 2022 - TJX - Watford | Prospects.ac.uk

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Apply for Merchandising and Buying Graduate Programme 2022 at TJX on prospects.ac.uk - the experts in graduate careers.

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Frasers Group Commercial Graduate Scheme

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Rotational Commerical Programme - Frasers Group - Shirebrook | Prospects.ac.uk

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Apply for Rotational Commerical Programme at Frasers Group on prospects.ac.uk - the experts in graduate careers.

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A strong work ethic, flexible mindset and excellent follow-through.

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A strong work ethic, flexible mindset and excellent follow-through.

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Hard-working, solution-focused and keen to learn.

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Hard-working, solution-focused and keen to learn.

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Thrives in a fast-paced and agile environment.

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Thrives in a fast-paced and agile environment.

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Creative, innovative and strategic thinker.

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Creative, innovative and strategic thinker.

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Committed to identifying engaging content that elevates and engages the brand.

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Committed to identifying engaging content that elevates and engages the brand.

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Problem-solving mindset, highly detailed, can-do attitude where any problem can be solved with a positive and creative approach.

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Problem-solving mindset, highly detailed, can-do attitude where any problem can be solved with a positive and creative approach.

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Exceptional attention to detail and highly organised within a fast-pace, dynamic environment.

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Exceptional attention to detail and highly organised within a fast-pace, dynamic environment.

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Proven experience with major social media platforms and building followers and engagement on organic channels.

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Proven experience with major social media platforms and building followers and engagement on organic channels.

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Sharing my inspiration through my everyday life and some of the work I do at university and in my free time.

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I used to use this account to blog years ago which I used to enjoy which I have recently revisited and hope to continue blogging.

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Notifications on to update potential networking, messages and to view others posts.

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Interacting with other users, sharing work and reaching out to network.

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Following and connecting with users for brands on LinkedIn. 

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Following and connecting with users for brands on LinkedIn. 

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I follow Missguided and have connected and messaged/gained insight from their head marketers, social media and buying teams.

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Staying up to date with the industry.

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Communicating and reaching out to fellow creatives, coming into contact with other people and brands who I would not normally have the ability to reach. Creating collaboration opportunities and feedback for self-improvement.

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Looking at Fashion Workie, Indeed, MMU Careers, BOF Careers, etc... to see what is available as well as receiving job updates.

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Sharing my inspiration with others to find a community with my interests and build my network.

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Different insights on working in the industry.

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Showing the life of an iconic trend forecaster.

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Key insight to one of the most important times of the year in the industry for Vogue.

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Different insights from working in the industry.

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Showing Karl Lagerfeld's every decision to create a runway show.

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Buying and selling clothes and accessories. I find these clothes in charity shops, second-hand selling sites and my own clothes. I try to find popular, well-liked and interesting pieces to sell on my Vinted account for profits. I have found if I sell anything Urban Outfitters or Zara at the right price, it has always sold in under 24 hours.

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Taking inspiration from around me and at university and creating clothes which I can go on to sell. This can be recycled fabrics, upcycling, and more. For example, this denim jacket was inspired by sustainability and is made out of jeans bought from charity shops. The dresses and skirt were inspired by my unit at university based around the 90s. Selling has always been away from digital media with my creations so I cannot provide evidence of sales.

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Sharing work and related activities, interacting appropriately with other users and increasing my network.

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Working in teams to develop ideas based around various briefs. It has helped build my knowledge, skill set and how well I can work in a team surrounded by different characters. (Example is taken from the first brief, created on InDesign using images taken and edited by myself at garden centres. It was added to the society zine.)

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Sharing work, altered to current projects. In this case, it was for a 90's project. I acquired some likes and followers from my first project on this account.

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Gaining inspiration and knowledge from people, history and artists.

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For example, Victoria and Albert museum in London.

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Inspiring days out

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I was lucky enough to attend Dismaland in Weston-Supermare and I gained so much inspiration from the exhibit. It had such a twist then other exhibits I've experienced.

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People show their best styles in Paris. There are less fashion limits so a lot of creativity is in the air.

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A designer shopping outlet which gives me the chance to look at higher end brands within my budget which I don't gain elsewhere.

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Similarly to Paris, there are more styles and characters with people looking their best. There is a lot of inspiration to take in whilst walking around London.

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People who have had an impact on me in the industry. They have inspired me to love fashion and want to go into marketing due to how they can market themselves and inspire many.

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The first designer I obsessed over who helped build my interest in fashion and him personally and his brand.

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I used a pen and paper to develop a logo, doodling and sketching drafts of potential designs using, my initials. I then moved on to playing with my favourite ideas digitally, which has been attached above. I found it difficult creating a logo with my initials as I don’t like how they look together, so it took a long time to find an idea I was okay with. After playing around with it, I cancelled out the logos that didn’t work, and took the best ones into illustrator to experiment with until I found my favourite, which was the middle design. I could have asked for opinions rather than doing it by myself to reduce frustration when I can’t decide the best ideas. If I were to do this again id seek outside viewpoints to help keep my ideas flowing and improve my logo development.

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Creative, honest artwork.

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She embodies the whole of the 2000's.

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It is inspiring hearing different views with people with shared interests as there is deeper more passionate conversations regarding the industry.

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Everyone knows her and she represented pop culture in the 90's. She had a big impact on the globe at the time and still today.

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Different characters and passions around me.

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5 contrasting characters and styles which impacted so many people.

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They work with a variety of brands so present different trends. This includes past and current supermodels such a Kate Moss and Gigi Hadid.

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Instagram accounts posting celebrity archives.

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Constantly changing and adapting to different generations and communities.

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They have created wonderful brands with different strengths to inspire.

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Showing upcoming independent businesses giving a fresh approach in the industry.

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The first designer brand I wore which I was so beyond excited about.

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A brand I fell in love with young alongside Ralph Lauren. (I still love Marc Jacobs now)

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Different items and styling from different decades.

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There are different clothes you wouldn't find in the shops today. High-end brands and vintage clothing for less! A modern day time machine.

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Captures the moment.

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Music videos capture so many elements of pop culture as time goes on.

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Encapsulates the 90's.

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I Wanna Dance With Somebody Music Video 

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I Wanna Dance With Somebody Music Video 

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80's trends were captured in this video

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Music makes you feel something which inspires me in different ways. Different clothes represent different music styles to me. For example, 90's R&B I see baggy denim.

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Watched it growing up, watching fashion evolve with great stylists.

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A film I watched over and over and over growing up, shows the exciting and stressful parts of the industry to a limit.

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The outfits in this film are so cool, the idea of clothes from the 80s being out of place and worn in the modern day. This is a film I enjoyed growing up which helped build my interest in the industry.

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This dress was the most iconic outfit in the film due to the contrasting styles from the present day and the 1980's. This dress has recently been 'blowing up' on TikTok where it has impacted so many people in different ways. I find it very interesting how one dress can impact people to this extent almost 20 years later. Cheap brands have started mass producing 'dupes' of this dress so everyone can enjoy it.

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We were required to fill out an application form for the assessment centre. It provided us with three questions, and for these we used the STARR model and research. The STARR model is following the process, situation, task, action, result and reflection. This model was new to me, but I found it beneficial in answering the questions provided to me. It made me feel more confident in my answers, and that I had not missed out vital information due to the clear structure. Overall, the questions I answered were easy to comprehend and the third question showed me how to research a company effectively. This structure of the application form is something I can take forward in the future for interviews and applications. To improve on this, I would try to memorise the structure, and practice it so that it flows better when speaking and when writing as I won’t need to speak/write off a script.

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For our group work, we were provided with the task of collaborating Depop and another store. I worked in a group with three other people, and we decided to open a three-day pop-up store in Urban Outfitters including a ‘rework your own clothes’ workshop with Depop sellers and other sellers and small businesses selling their clothes in store. We organised different tasks to each other following the brief, I looked at how to market the store online, whilst others looked at what the pop up would be, when it would be and more. We decided on Earth Day as it is focused on sustainability, and we used Google Docs so that we could form a presentation together. I enjoyed this task and feel we worked effectively as a team. I felt nervous initially working with people I do not know in an interview scenario, but they were all positive and ready to work equally. To improve the task, we didn’t keep track of the time efficiently and hadn’t formed a perfect presentation at the end. In the future, I would keep track of the time, start the presentation and allocate responsibilities earlier in the task so that the final presentation would be better organised.

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For the interview I was asked a series of questions one-on-one to answer regarding the job and company. I felt very nervous and did not perform well at the beginning. I had frozen and struggled to find my words a few times, which was incredibly frustrating and unprofessional. However, by the end I felt more comfortable and was able to talk calmly with ease. I do not enjoy online interviews, as it is hard recognise body language and emotions which is difficult as a person with autism. In the future I would practice far more with friends, relatives, anyone to ensure I am able to communicate effectively online as this could severely impact future interviews.

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For the presentation, we had 5 minutes to pitch a campaign idea for Depop. I was pitching the campaign “Mum Knows Best” and “Dad Knows Best”. The idea is based around the ability Depop provides for people to wear what their mum and dad wore at their age. It gives the chance to explore old trends and be able to own them due to the nature of the site. The presentation went well, as I spoke confidently about my idea, but I overrun. I enjoyed the experience as it was something I had not done before, but there was room for improvement. In the future I would try to be more engaging, organised and concise with my points, only including relevant information, as well as being more prepared with answers for questions at the end.

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Key sessions in my development through the unit.

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Monday began discussion on the move into the industry including guidance on what is to come in the next unit and what we will need for the future. It pushed me out of my comfort zone talking about a topic that makes me anxious. I struggled initially and felt very stressed, but after the seminar and workshop they helped me find topics I'm passionate about. I learnt my passions are behind sustainability which helped me write my mission statement. I could have been more involved in the initial conversation and if I were to discuss these topics again, I would try to not let my anxiety take over as the topics discussed will help me long-term.

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We started discussing different roles in the industry. In our lecture, we found out what each job entails. We proceeded to create our own SWOT analysis about ourselves and find graduate roles. We could then compare our skills against what our favourite roles look for. I found out that I love social media and PR which I never expected or looked at prior. These sessions helped me widen my options for the future which has had a positive impact on how I feel about moving into the industry. However, I found this stressful and difficult at times as I am not at the skill point required for these jobs yet, but it gave me a good target to reach. In the future, I will look at specific jobs and see what I need to do to meet their criteria’s and act on it.

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Guest speakers came to inform us of the upcoming interviews and provide advice and experience to ease our nerves. They helped me develop my LinkedIn page which I was previously concerned about. I enjoyed listening to these speakers but found trying to not compare my skill set to prior and current students difficult. It pushed me out my comfort zone, but this was good as it helped me view my current experience and where I can get involved. I learnt I had been previously more proactive then I initially thought and found inspiration on where to gain more experience, in this case completing my society brief which I really enjoyed. In the future, I’ll try to not compare my skill sets and focus on self improvement.