Every lunchtime this week, we’ll take a quick look at exactly what makes 16-25 year olds tick. And pinpointing what Post Office can learn and react to as a result. We’ll be releasing 5 one minute episodes each day to help you get to know this generation.
Tapping into the needs of 16-25 year-olds is tough, but getting to grips with what they want is crucial if we’re to succeed in our North Star ambitions – to matter even more tomorrow than we do today.
The generational crossover in this age bracket is what makes them trickier to pin down than other age brackets. You’ve got the younger Millennials – those born after 1993 who will be 22-25 in 2018. Then there’s the older end of the Generation Z – currently aged 16-21. They are the first true digital natives. Each group is slightly nuanced in what it wants but there are some similar traits we can learn about.
We talked to data analyst Adrian from market research giant Mintel about Generation Z to get insights on their likes, loves, needs and habits. Check out each episode which looks at everything from their data drivers to brand awareness.
Episode 1: The kids who grew up with smartphones
9 out of 10 would struggle to give up their smartphone. They get basic coding and how apps work. But that doesn’t mean they embrace every innovation. We asked Aidan to shed some light on the first digital natives.
Episode 2: Hot or Not? Products and services
Games consoles and smart watches are amongst the products they love. But the future of traditional TV isn’t looking bright.
Episode 3: What’s the deal with their data?
They’re happy to share their personal data if it makes life easier or gives them access to free Wi-Fi. But what about privacy?
Episode 4: Their relationships with brands
Generation Z and Millennials are keen to engage with brands. They’re likely to follow them on social media and look for recommendations and information. How do we take this opportunity and connect with them?
So what have we learned?
Connecting with 16-25 year olds isn't as simple as just bombarding their social media, it's about generating a deeper connection.
Technology should be used as default, but because in genuinely fits with the brand and experience - don't just tag it on as an afterthought. For Post Office that means making sure our experience in branch and online is as seamless as possible and provides a truly integrated experience.
Make sure we're talking to them where they're actually listening. Targeting our communications on sites like YouTube, using social media and approaching them online is going to be much more fruitful than a splatter-gun approach. It should all make sense for the platform it's on - there isn't a one size fits all.
But marketing doesn't actually matter unless you're authentic.
Social purpose matters to this generation and they are keen to make sure they engage with brands who align with their values - more so than generations previously. This is great for Post Office - social purpose runs through our DNA but we have to make sure our actions mimic our intentions. And if it doesn't, bad press travels fast in the digital world.
So by using this approach of technology, relevance and authenticity we can make sure we talk to 16 -25 year olds in a way that makes them see Post Office as a service that is relevant to them and is important to their lives. Ensuring we matter more tomorrow than we do today.