Creating Content For The Next Generation by Dan Bradley (Vice)
- 1. Creating Content For The Next Generation Dan Bradley Sr. Director, Partner Concepts + Development VICE Media
- 2. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8
- 3. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Gen Z is the largest generation yet 2017 USA CENSUS ESTIMATES: IN MILLIONS 91MM 76MM 66MM 69MM Gen Z Gen Y Gen X Boomer S o u r c e ( s ) : U n i t e d N a t i o n s / B l o o m b e r g 2 0 1 8 ; U S C e n s u s 2 0 1 7
- 4. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Resonate or fade away.
- 5. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Are Non-White Poised to become the first majority Minority generation • US Hispanic population increased by 20M in since 2000 • Americans identifying as biracial have doubled since 2000 They also grew up in an era where multiculturalism skyrocketed S o u r c e ( s ) : U S C e n s u s 2 0 1 7 P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8
- 6. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Gen Z doesn’t align with Binary definitions of Sexuality… HETEROSEXUAL BISEXUAL PANSEXUAL QUEER HOMOSEXUAL DEMISEXUALASEXUAL SAPIOSEXUAL S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - P r i v a c y & I d e n t i t y I choose to define my sexual identity as:
- 7. P R I V A T E A N D C O N F I D E N T I A L | V I C E + 2 0 1 9 Identity is a part of the story, not the story.
- 8. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Currently define themselves as activists Want to get involved with politics This Generation sees themselves as the agents of change S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - A c t i v i s m ; F u t u r e C e n s u s , V I C E Y o u t h C e n s u s 2 0 1 8 Stand up for what they believe in even if it’s different from their friends or family’s views
- 9. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Real people doing real things.
- 10. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 What shapes their values the most we are responsible for shaping their values S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - S p i r i t u a l i t y Gen Y Gen Z News & Media
- 11. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Change for the better in society will come from we are expected to help create change in the world S o u r c e ( s ) : V I C E Y o u t h C e n s u s 2 0 1 8 Friends/Family Me Media Government
- 12. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Give them the opportunity to explore. Save the lectures.
- 13. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Technology will be more integrated into our actions 10 years from now Technology Is Simply a Tool, Not a Burden Feel the need to take a break from technology ONLY S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - F u t u r e C e n s u s ; V I C E Y o u t h C e n s u s 2 0 1 8
- 14. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 Capture their attention but don’t dumb it down.
- 15. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 live in a world that has never been messier CulturallyEnvironmentally Economically The destruction of our planet is estimated to happen in their lifetime. Experienced the chaos of the great recession first hand, and living in the aftermath. Inequality prevails despite extensive efforts. GloballyPolitically Locally Seeing the rise of post-factual politics. Violence has permeated all spaces.The world is becoming more divided.
- 16. P R I V A T E A N D C O N F I D E N T I A L | V I C E + 2 0 1 9 Brands - Tell your story, but less leads leads to more.
- 17. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 never lose sight of the fun of being young I try to infuse fun in everything I do Experimental Always exploring and experimenting with who they are and what they can do. Escapism Seeking the fun, silly and interesting to escape from the pressures of the real world and revel in their youthfulness. S o u r c e ( s ) : V I C E V o i c e s 2 0 1 8 - S p i r i t u a l i t y
- 18. P R I V AT E AN D C O N F I D E N T I AL | V I C E I N S I G H T S 2 0 1 8 The world is young and full of potential
Editor's Notes
- #2: We thank you for taking time to meet with us. We know how limited your time is and we want to focus this conversation on driving value that is important to you and your goals.
- #7: 1 Heterosexual - is romantic/sexual attraction or behavior between members of the opposite sex or gender 2 Homosexual - is romantic/sexual attraction or behavior between members of the same sex or gender 3 Bisexual - is romantic attraction, sexual attraction, or sexual behavior toward both males and females 4 Lesbian - is romantic/sexual attraction or behavior between members of the female gender 5 Gay - is romantic/sexual attraction or behavior between members of the same sex or gender 6 Queer - is an umbrella term for sexual and gender minorities who are not heterosexual or cisgender 7 Asexual - is the lack of sexual attraction to others, or low or absent interest in or desire for sexual activity 8 Pansexual - is the sexual, romantic or emotional attraction towards people regardless of their sex or gender identity 9 Polysexual - is sexual attraction to multiple, but not all, genders. A polysexual person is one "encompassing or characterized by many different kinds of sexuality.” 10 Demisexual - refers to those who "may experience secondary sexual attraction after a close emotional connection has already formed" 11 Sapiosexual - Sexually attracted to intelligence or the human mind.
- #9: I stand up for what I believe in even if it’s different from my friends and family = 66% Gen Youth Z, 85% VICE Gen Z Y Activists- 70 More involved in activism - 89 More involved in politics - 61
- #11: Communities are +10PP higher for Z than y News & Media are +18PP higher for Z than y
- #12: Change for the better, according to vice gen z 52% local organizations 46% peers friends/family 45% scientists/academics 41% Me 38% charities/non-profits 38% media 24% state governments 16% federal government 14% lobby groups 11% Corporations 5% none
- #14: 44% of VICE Gen Z feel the need to take a break from technology vs 51% of VICE millennials
- #15: Communities are +10PP higher for Z than y News & Media are +18PP higher for Z than y
- #18: Gen Y = 87%