Youth

From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Need to Know
13 : 08 : 20

Reframing phone-obsessed youth narratives, a cordial for health that uses ancient fermentation, and British TV viewers feel lukewarm about adverts.

Deutsche Telekom praises Gen Z’s hyper-connectivity

Deutsche Telekom in collaboration with Saatchi & Saatchi  and Billie Eillish, Germany

Germany – The telecom company is rallying around today’s youth with a new campaign upending misconceptions about phone-obsessed Generation Z.

Featuring singer Billie Eilish, the Saatchi & Saatchi campaign depicts young people hanging out, glued to their phones and barely speaking – yet a voiceover from Eilish evolves the narrative to focus on the cohort’s penchant for activism – powered by their connectivity. Launching in line with the United Nations’ International Youth Day, the advert draws attention to the many ways young people use digital platforms to promote social and environmental good.

‘The seismic events of 2020 will impact the younger generation for years to come; culturally, socially, economically,’ says Wolfgang Kampbartold, vice-president of international market communications at Deutsche Telekom. ‘We want to provide Gen Z with a voice and a platform from which to demonstrate how they are harnessing the power of connected technology to make a real difference.’

In our Generation Z series, we uncover the behaviours and perspectives of this cohort, the importance of digital spaces and aesthetics, and the online trends born from these digital natives.

A fermented cordial that boosts beneficial bacteria

JIN JIN, UK JIN JIN, UK
JIN JIN, UK JIN JIN, UK

UK – Jin Jin cordial uses natural fermentation to bring the health benefits of cultured enzymes to drinks.

Using traditional fermentation techniques from Japan, Jin Jin supports gut health and balance in the body’s functions through a combination of more than 35 fruits, vegetables, mushrooms and Lactobacillus – a 'super probiotic' that defends the body from unwanted bacteria, aids digestion and bolsters nutrient absorption. The gluten- and dairy-free cordial is available in 20ml or 750ml bottles, and can be mixed with water or added to smoothies or cocktails as an alternative to sugary mixers.

‘We live in a fast-paced world, which sometimes makes us overlook our physical and emotional wellbeing,’ explains Sohn Supradya Aursudkij, founder of Jin Jin. ‘I want Jin Jin to be part of peoples’ journey towards better health and can’t wait for people to discover it.’

Consumer interest in fermented foods and drinks has been on the rise in recent years, making space for new product innovation in this category.

IKEA’s at-home imagination travel kits

UAE – IKEA is encouraging customers to see their home as a form of cultural escape with its Vacation in a Box initiative.

Conceptualised by Memac Ogilvy Dubai, each box is themed around a global destination – Paris, Turkey, the Maldives and Tokyo – and comprises a selection of Ikea products to convey the feeling of travelling there.

At a time when Covid-19 and caution around travel is inspiring many people to staycation locally or invest instead in home improvements, the boxes provide a sense of discovery. Among the items packaged inside are pillows, tableware, candles and artworks inspired by each destination, as well as music and recipe suggestions.

‘IKEA’s vision is to create a better everyday life for people. Right now, many people are unable to enjoy the well-earned holidays they had planned,’ explains Carla Klumpenaar, general manager of marketing, communications and interior design at IKEA UAE. ‘With our Vacations in a Box, it’s easy for people to experience a French-style candlelit dinner or sip green tea while kneeling on cushions inspired by Tokyo.’

As IKEA demonstrates, brands within and outside of the travel sector are creating products and services that spark imagination among grounded tourists.

Vacation in a box by Ikea UAE Vacation in a box by Ikea UAE

Stat: British viewers are sceptical of TV adverts

Perfect Reality, Samsung, by Six N. Five Perfect Reality, Samsung, by Six N. Five

Research by YouGov shows that British people feel tepid towards TV advertising – with attitudes getting less tolerant with age.

The research shows that two-thirds of Brits (67%) feel bombarded by TV advertising, while 45% don’t trust the adverts they view. This trend is particularly apparent in older consumers, with those aged over 55 dramatically more likely to distrust TV commercials – 42% show scepticism towards them.

According to YouGov, to better reach these audiences, brands have an opportunity to connect with older customers via branded emails or national newspapers, which are seen more positively.

More so than ever, media outlets are racing for consumers' attention, seeking ways to connect with and advertise to people in an era of non-stop digital distraction. For more, explore The Focus Filter.

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