Spooky Stats to Keep You up at Night: The GenYZ Halloween Insights Deep Dive

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Spooky Stats to Keep You up at Night: The GenYZ Halloween Insights Deep Dive
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With Halloween a little over a month away, brands are starting to roll out their creepy (or festive!) campaigns. Keep the following generation-specific insights in mind while you finalize your campaign or consider a quick social media activation. Beware…creepy but creative activations and frighteningly useful insights lie ahead!

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Understanding America’s Cultural Transformation

October 16th | 2:00 PM

1. Eating and giving out candy is a major component of most consumers’ Halloween. Build activations related to trick-or-treating activities and sweets for all ages, not just children.

2. While Gen Z and Millennials are most likely to describe their Halloween celebrations as lively and rowdy, 18-28 year-olds are the most likely to celebrate Halloween at a party. When targeting 18-28 year-olds, tap into these younger consumers’ exceptionalist tendencies with aspirational, lively party vibes. This approach is particularly well-suited for alcohol brands that have the right to play in the party space.

Americans of all ages celebrate Halloween with a wide variety of activities, not only trick-or-treating and parties. Brands have numerous avenues to make themselves relevant such as home decorations, costumes, and haunted houses. Pursue options that allow your brand to seamlessly fit into the Halloween season.

Beyond the OTT Revolution: How Gen Z & Millennial Viewers are Reshaping Entertainment Media

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Beyond the OTT Revolution: How Gen Z & Millennial Viewers are Reshaping Entertainment Media
Connor Wahrman
Connor Wahrman

Connor is an Senior Analyst on the Product & Content team, conducting statistical and machine learning analysis of Collage's survey data. Before joining Collage, Connor received an M.A. in Quantitative Methods for the Social Sciences from Columbia University.

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September 25th, 2019

2:00 PM

As the marketplace for online shows and movies gets more and more crowded, reaching young viewers increasingly feels like swimming upstream. These are the insights you need to maximize the share of Gen Z & Millennial eyeballs on your content, platforms, or advertisements.

TODAY’S young consumers and households have high expectations for their show and movie providers. And it’s not because they’re entitled or picky – they’ve just happened to grow up in an extraordinary period of innovation, both in terms of how people access media and the diversity of high-quality content available.

From 1990 to 2010, when Gen Z viewers were just children, the world saw a revolution in entertainment media technology. Digital streaming to personal devices displaced the cable box for many households, and these kids were free to watch whatever they wanted, wherever they wanted. This unprecedented access to content continues to influence their consumer attitudes and behaviors today.

And direct-to-consumer media content allowed for the growth of media giants who don’t have to cater to all of America with their prime-time content. Today’s young consumers are floating down an endless stream of great TV tailored to their specific interests. They’ve matured in the age of “peak TV,” and they don’t expect to crest it any time soon.

These trends impact not only media providers, but also the brands who historically have advertised through them. If young viewers expect more control over their higher-quality media content, it stands to reason that they will be more sensitive towards advertising. Advertisers need to adapt to capture and keep viewer attention, both through rethinking product-content integrations and optimizing the advertisement experience.

To help Collage Group members navigate this new media landscape, in July 2019 we conducted a nationally representative survey of 3085 respondents, oversampling Gen Z and Millennial respondents for precision within these segments. With our members’ input, we designed a survey and conjoint analysis testing key hypotheses on how Millennial and Gen Z consumers compare to older generations, and one another, when it comes to shows and movies.

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Activation IRL: Where and How to Win Young Consumers Through Experiences

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Activation IRL: Where and How to Win Young Consumers Through Experiences
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IF you’ve ever had a Facebook or Instagram account, you know how easy it is to broadcast which bands, teams, or foods you ‘like’.

You also probably know how easy it is to overlook these transmissions given the endless stream of social media content. “Showing up” is often a better and stronger way to communicate what you’re interested in and what you find important. And it’s the same with brands. You can claim all  

you want on social media that you’re “one of the gang,” but consumers may not take you seriously unless you “show up and hang out” with them.

To dig into this topic, we at Collage asked a series of questions to a nationally representative sample of 995 respondents with multicultural and youth oversamples. These consumers provided valuable insight as to what experiences they value and how they engage with brands at events.

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Do you know how to “show up” for younger consumers?

  • Multicultural
  • Millennial
  • Gen Z
  • Gen X
segments, especially Asian and Hispanic – lead attendance at food festivals
  • Millennial
  • Gen Z
  • Multicultural
women are the most likely to attend live sporting events
  • Millennials
  • Gen Z
  • Multiculturals
expect free samples at events, but they may not have the cash to later pay for what they've tried
  • Millennial
  • Gen Z
  • Multicultural
men and women are equally into “Instagrammable moments”

Six Passion Points of Millennial and Gen Z Consumers

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Six Passion Points of Millennial and Gen Z Consumers
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Gen Z and Millennials are an essential component of your brand’s growth strategy.

To capture your share of wallet from these consumers, you need to understand what they value and what appeals to them. Keep reading to learn how these segments’ interests in topics like music, movies, food, and fashion vary. If you’ve checked out recent installments of our GenYZ Essentials series, you know that these young, diverse segments are massive and have steadily increasing purchasing power. But what you may not know is how to best connect with and activate them.

To do that, you need to understand their interests in topics like music, movies, food, and fashion. Below are six passion points that your brand can activate on to show these consumers your brand understands and values what is important to them.

Three Key Takeaways for Gen Z

1.

Gen Z are coming of age in the era of streaming, which has led to diverse music tastes and the blending of genres. While these young consumers tend to embrace diverse playlists, hip-hop is a favorite among Gen Z across race and ethnicity.

2.

Video games are a huge form of entertainment among Gen Z—bigger than movies, television, and books for almost one-third of the segment. Sponsoring/activating with popular gamers is a good way for brands to connect with this segment, especially the youngest cohort of males (ages 13-17).

3.

Gen Z value aesthetics, but they see beauty as more than just looks. Many use makeup as an outlet for self-exploration and expression in ways that may challenge the conventional notion of beauty. In fact, over half of the older Gen Z and younger Millennial cohorts consider makeup a “wellness product”.

Three Key Takeaways for Millennials

1.

Millennials have broad and experimental food palette. In addition to seeking novel food experiences, they are interested in the health, sustainability, and convenience of food options.

2.

Millennials are cord-cutters that rely heavily on a variety of streaming services to access content. The misadventures and existential wanderings of bright, but confused and soul-searching characters are a common theme in Millennial-led shows.

3.

Travel is important to Millennials. This segment travels more frequently than older segments and many prioritize travel over buying a home or paying off debt. These young consumers often seek travel destinations that allow them to engage in new experiences and capture Instagrammable moments.

The Essentials of Gen Z and Millennial Marketing

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Our 2019 Essentials of Gen Z and Millennial Marketing lies at the core of our mission, deep diving into the essentials of generational marketing.

The Big Shift

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The Big Shift analysis continues the investigation on the role of multicultural consumers in the context of the rebounding economy.

Interest in Cannabis Spikes Among Millennial Moms

Michigan’s new marijuana legislation is the latest win for the American cannabis industry. With US sales expected to generate over $40 billion by 2021, industry entrepreneurs have been taking their stake of the market in the form of cannabis-infused drinks, edibles and topicals. It should come as no surprise that these are items you’d typically find in your pantry. Cannabis brands want to normalize marijuana as a part of an everyday consumer experience, and have already done so through eye-opening, realistic advertisements. And despite the historical taboo that once had a grip on many Americans (no thanks to the masterpiece Reefer Madness), the biggest opportunity now is dispelling the “stoner stereotype” while appealing to the broad market.

But who are the consumers? Cultural lore suggests that stoners are generally lazy young males living in their parent’s basement. To a remarkable degree, today’s potential marijuana demand actually comes from women.

 

Of individuals in favor of recreational legalization, women are more likely than men to express interest in ingesting cannabis infused products if they’re in the form of baked goods, candies, cooking ingredients and non-alcoholic beverages. And when you take age into consideration, the desire to consume marijuana infused products is the most prevalent among millennial women.

Given what we have learned in our America in 2019 study about the stress many Millennials feel, perhaps marijuana is being perceived as a way to relieve anxiety. The preference for edibles and candy among women may suggest that discretion might be key to getting Millennial attention: edibles don’t smell and they’re perfect for using on the go. And for first-time consumers, edibles and candy offer up a different appeal. Individual servings take the question out of dosing and ease the risk of “overdoing it,” which is otherwise a challenge when using inhalants.

 

Being female isn’t the only surprising factor associated with an interest in marijuana. Of women who approve legalization for recreational purposes, our data show that those with kids are even more interested in products containing cannabis. Given this data, it’s easy to imagine a future where the modern mom is trading up wine bottles for weed buds, unwinding from stress using cannabis. This notion subverts the stereotypical narrative that all good moms are anti-pot. The trend is only likely to grow given the greater openness of Millennials, especially as more and more Millennials enter parenthood.

 

What’s the big takeaway? Sure, entrepreneurs and their counterparts in large corporate food & beverage companies looking to capture this share of the market obviously need to pay close attention to how cannabis may be fitting into the lives of Millennial woman. But there is a lesson for all marketers: this surprising shift in interest toward cannabis among Millennial women with kids may be reframing the very idea of modern family and what it means to be a good mom.
 

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