CES 2016 Session: Designing Products for Generation Z

DesigningProductsforGenera2onZ

Moderator: · Jeremy Finch, MBA Student, MIT Sloan Speaker: · Jamie Gutfreund, Global, Chief Marketing Officer, Wunderman · Lance Shields, Chief Experience Officer, iiD

BOOMERS

GENERATIONS IN CONTEXT

GEN Y

GEN X GEN Z Jamie @JamieCentral

Peer-ents

GEN Y GEN Z Free Range

Recognition Independence

Coached Self-Starters

Adopters Dependents Jamie @JamieCentral

CPU INVESTMENT

GenZ’sontheotherhandaremorelikelytoberisktakersbuttheyfindsecurityinownership-becausetheyknowtheycansellitdowntheline.

GenYspostrecessionviewedpossessionsasanobliga:onanddevelopedaphilosophyandanen:re“sharingeconomy”tandbecameagenera:onofusersvsowners

Jamie @JamieCentral

ANCHOR VS ANCHOR

of Zs want to buy cars and homes in the future

66% Theyaresavvywithdataandresearch,alreadyknowhowtocreateabrandmeandarereallygoodatleveragingthemassivesecondarymarketsthathaveemerged.Tradesyetcandarecomfortablewithtransac:onsthroughvenmoorpaypalGenZwillbelandlordstoGenYasrentersJamie Gutfreund @JamieCentral

THE REAL DEAL

of Zs prefer ads with real people over ads with celebrities

63%

THE RUKAVINAS Jamie Gutfreund @JamieCentral

Theydon’twantperfec:on,Theyrevereaveragepeople-anddon’twantbrandsthatpromiseperfec:on.

1.  MAKEITVISUAL2.  HELPTHEMIMPROVE3.  APP-IFYIT4.  ENABLECHANGE

4TIPSFORDESIGNINGFORGENERATIONZ

LanceShields@lancesh

1.MAKEITVISUAL

EMOJI

COLORFUL

PHOTOGRAPHIC

SPARSETEXTThat’sNotCoolcampaignwww.thatsnotcool.com

LanceShields@lancesh

2.HELPTHEMIMPROVE

QUANTIFY

CONTEXTUALIZE

SHARE

From“RespectEffect”Applaunchingsoon

LanceShields@lancesh

3.APP-IFYIT

FUNCTIONAL

EXPRESSIVE

MOBILE

LanceShields@lancesh

AppsketchesbyhighschoolstudentsfromiiDdesignworkshopsforRespectEffectandIAmaWitnesscampaigns

4.ENABLECHANGE

TAKEASTAND

PRACTICEEMPATHY

BEALEADER

LanceShields@lancesh

IAmaWitnessCampaignwww.iwitnessbulling.org