The Next Generation Consumer
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The document discusses trends in consumer behavior among the next generation that will shape brand interactions in the coming years. It notes that this generation values altruism, empathy, and social causes. They are idea-driven and champion activism through ethical brands and embracing culture. This generation is digital-native and will consume media anywhere and anytime through mobile and social platforms. Brands need to focus on co-creation, values, and relevance to engage with them by taking stands on issues, collaborating, and understanding their desires.
The Next Generation Consumer
- 2. • Mennah Ibrahim, MEA director at the Innovation Group, J. Walter Thompson Intelligence • Faris Yakob, author of Paid Attention and the co-founder of Genius Steals • Amel Rebbouh, media director, UM MENA • Amit Vyas, planning director, DDB Dubai; and Hend Raafat, strategic planner, DDB Dubai Contributors
- 4. Myriam Boulos Photography Film stills Ely Dagher’s Waves’98
- 5. • Most talk of ‘generations’ is rubbish • Or should we say… ‘sweeping in its generalisations’ • How representative is ‘Rave’ culture of the 80s? • ‘How many hippies were there in the 1960s?’ • Are Millennials self-absorbed, lazy and entitled narcissists who live at home with their parents? Some caveats…
- 6. “Generations turn over faster and faster because of diminished cultural latency and media colonisation. By which I mean: generations aren’t a thing that exists, they are a description, made up by some people. They are, therefore, essentially bullshit ways to understand people. They are mostly lazy stereotyping. – Faris Yakob
- 7. That said… It is possible to predict future behaviour based on what we already know and the gradual emergence of trends
- 8. “We cannot really predict what the next generation consumer will look like, but we can foresee the main trends that will shape the way consumers will behave and interact with brands within the next five to 10 years. This will essentially be influenced by new technologies in the market and how they will evolve and how fast they will be adopted and sustained by consumers.” – Amel Rebbouh
- 9. What will the next generation consumer look like?
- 11. – Altruism – Empathy – Social conscience Many of the traits of the next generation consumer are considered ‘feminine’
- 12. “They’ve grown up in a world filled with consistent reminders of what is wrong and what needs to change, making them adamant about making an impact – not just a difference – towards better futures for themselves and their societies at large. And they are well on their way to solving real everyday life problems, where others before them have failed.” – Mennah Ibrahim
- 13. – Idea driven – Champion real causes – Activism Those born in the mid-90s are now ushering in a more progressive wave of start-ups: – Ethical brands – Embrace Arab culture/heritage
- 15. • According to a Pew Research study in the US, over 80 per cent of Millennials sleep with their smartphone • This number is likely to be the same if not higher for Generation Z – those born after 1995 • Diminishing attention span – about eight seconds, lower than even that of a goldfish (nine seconds) • This is not a generation that is prepared to wait Simplicity and speed….
- 16. – Mobile is everything – E-commerce/M-commerce Digital natives: – Social Influencers
- 18. How will they consume media?
- 19. • Anywhere and anytime • No more ‘prime time’ • Media consumption will be on-the-go • ‘Generation swipe’ • Less and less traditional media Faster and more:
- 20. • 120 million users in the MENA region • 79% access via mobile • Double the average video consumption Digital media: • Saudi Arabia: highest global penetration
- 21. Digital media: • Saudi Arabia has the highest watch time per capita in the world • MENA ranks second after the US in terms of total watch time • Mobile watch time is growing by 90 per cent year-on-year • UAE: 1.1 million daily active users • Egypt: 1.2 million daily active users • Saudi Arabia: 6.5 million daily users
- 22. • M – a Beirut-based digital start-up dedicated to the digitisation of Lebanese & Arab culture • Providing a platform for young filmmakers and documentary makers Bennesbeh Labokra, Chou?
- 23. • Mada Masr – online news outlet re-defining media consumption in Egypt • Keeping journalism and freedom of speech alive Bennesbeh Labokra, Chou?
- 25. How will they interact with brands?
- 26. • They don’t want to engage with brands • The customer doesn’t come first, shareholders do • Novelty of interacting with brands has worn off • Will only interact with brands that add value in some way This is where things get problematic…
- 27. “People do not want to interact with brands. Perhaps they used to – people like being heard – but we’ve become wary, hardened. Companies have shown us that they don’t care, that they lie, there have been too many huge trust violations – just look at Volkswagen.” – Faris Yakob
- 28. • They don’t consume quietly • Facebook, Tumblr, Vine, Snapchat, Instagram are all vehicles for amplification of consumption • Select brands that have a story worth following Honest and real…
- 29. How should brands interact with this generation?
- 32. • Ethical brands that respect the environment and embrace marginalised groups will be rewarded • Do actual things in the world • Actions speak louder than ads – Faris Yakob Values:
- 33. “They will embrace brands and businesses that reflect what they believe in. They are more likely to care about whether their food is organic, about whether the company pays a fair wage, about how a business serves the community it works in. Brands will need to stand for something more than just their offering to make a lasting impact.” – Amit Vyas
- 34. • Spirit of collaboration and co-operation • Brands that hear them and respond are the ones they will be closer to • Help them collaborate with others • Get them involved Co-creation:
- 35. • Beirut Madinati – a political movement/brand that embraces ‘values’ and ‘co-creation’
- 36. • And social forms of communication
- 37. “We only designed our broad strategy, suggested our personality, our tone of voice and our flexible guidelines. But the diversified visual languages we established, as well as our multiple slogan approach, turned out to be an automatic call for contribution before it was even suggested. This is when the conversation started.” – Beirut Madinati
- 38. The campaign was appropriated online:
- 39. • Respond swiftly • Brands will need to understand their desires, fears, aspirations and customise accordingly • Channel their ambition • Tap into their entrepreneurial spirit Relevance:
- 40. “If you can recognise any of this, you’ll realise that the next generation consumer is already here – walking, living and breathing among us. They might not be the mass majority yet, nor the group with the most buying power, but their consumption patterns and behaviours will be the catalyst for big changes.” – Mennah Ibrahim
- 41. Thank You