Preview: Youth Marketing Strategy 2019
At the Youth Marketing Strategy (YMS) conference in London (April 16-17), media experts, marketers and youth influencers will highlight the emerging opportunities for brands as the market adapts to the next generation of consumers.
Gen Z are anxious to secure their future in what they believe is an unstable world. From consuming educational podcasts to setting up shop on mobile fashion resale platform Depop, this cohort is making full use of its status as digital natives to activate every opportunity for personal and economic growth.
By next year, the cohort will represent 40% of all consumers. US Gen Zers already command a spending power of $143bn (Barkley, 2018). It is key that brands keep up with the pace of change that is being set by Gen Z's expectations and habits. For instance, 63% of Gen Z are active in at least one loyalty programme, and 36% are most interested in gaming as a means to earn brand loyalty rewards (CrowdTwist, 2018).
Our Spotlight Trend Dynamic Youth explores these digitally driven attitude shifts in depth. Katie Baron, Stylus' head of Retail, will take the stage at YMS's retail stream to present a keynote on our findings. Attendees will also hear insights from brands like Levi's, Nike, Instagram and 20th Century Fox.
For more on Gen Z's cultural drivers, check out The State of Esports, Pop Culture Close-Up: Meme Mechanics and 10 Youth Trends to Watch.