NEW YORK, March 27, 2017 /PRNewswire/ -- Ketchum, one of the largest communications firms in the world, has expanded its audience insights offering with a new consumer group that the agency has identified and named GenZennial. This newly identified microgeneration bridges the Gen Z and millennial demographics.
Ketchum's work on client campaigns targeting the well-studied Gen Z and millennial segments led to the realization that millennials born after 1992 and members of Gen Z born in 2000 have more in common with each other than with the upper or lower range of their respective demographics.
"Ketchum's identification of the GenZennial cohort signals a shift in how we think about youth marketing," said Angela Fernandez, senior vice president and leader of Ketchum's Engaging Gen Z audience insights area. "We're replacing two massive demographics defined by birth year with a smaller, narrower audience defined by a life stage and common mindset. This gives brands a far more effective way to reach them."
Strategic about their social footprint and raised with a smartphone in hand, GenZennials are not just digital natives – they are data natives who have become ultra-savvy consumers. GenZennials represent an estimated 39 million Americans1.
"Defying the boundaries of their conventional labels, the coming-of-age GenZennial is united by a number of important firsts, including learning to drive, getting a credit card, buying their first car, going to college, getting their first apartment and starting a full-time job," said Aaron Berger, vice president and leader of the millennial audience insights area at Ketchum. "Because of this, they represent a highly desirable consumer audience for brands."
GenZennials are a blend of the two generations that surround and influence them, but this cohort has distinct attributes; they are diverse in culture and thought, interdependent by nature and inherent do-gooders. They are also the next generation of shoppers, with their own view of the future, which has inspired Ketchum to survey 1,000 GenZennials on the future of transportation, self-driving cars and ride-sharing, in a study set to be released in April.
Through work for clients including Hyundai and Wendy's, Ketchum is already targeting this in-demand microgeneration. A sampling of Ketchum's related services include:
- GenZennial Engage – a workshop that zeroes in on the GenZennial cohort and develops authentic messaging.
- StoryWorks + Short Cuts – StoryWorks is a modern-day newsroom where content such as copy, memes, graphics and video are created in response to what is trending in real-time. Short Cuts is original video content targeted to GenZennials and created within 24-48 hours in response to what is trending.
- GenZennial Influence(r) – tools that identify influencers specific to GenZennials and the brand category, combined with management of the influencer relationship and authentic content that resonates with the audience.
- GenZennial READY – message development and media training to prepare GenZennial-age employees to be spokespersons or prepare executives to connect with GenZennial employees or the GenZennial cohort.
- GenZennial Media – comprehensive communications audit and counsel on relevant earned and paid media strategies.
For more information, visit https://www.ketchum.com/engaging-genzennials.
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. The winner of 19 Cannes Lions and an unprecedented five PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, fashion, global health strategy and corporate social responsibility. It encompasses more than 6,000 public relations professionals in more than 330 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
1 U.S. Census Bureau, June 2015
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