3 Key Takeaways from YMS (Youth Marketing Summit) NYC
Obvious statement: “The world is changing.”
We all know that’s true.
But most of us don’t clearly see HOW the world is changing, and as a result, how to ride the tidal waves of change.
Mediocre people see the surface-level obvious stuff. Masters see the non-obvious and glean unique insights.
That’s what this article is about.
This week, I had the pleasure of attending the Youth Marketing Summit (by Pion) in NYC.
It’s a marketing conference devoted to understanding Gen Z and communicating with them in authentic, meaningful ways.
First, here’s a few trends to help you see the lay of the land in terms of marketing and Gen Z:
They trust traditional advertising much less than previous generations
They value authenticity in marketing
They prefer brands that are making a positive impact in the world
I don’t know about you, but I (as a Millennial) align with all of those points too.
So that’s the 40,000 foot overview. Now let’s get into my 3 key takeaways from the conference.
Note: Even if you’re not a marketer, you’ll still find value in the far-reaching implications of these insights.
Takeaway #1: UGC is key
UGC stands for User Generated Content.
It’s brand content created by your audience or customers.
UGC can include:
Reviews
Testimonials
People creating social media content about your brand (ex/ Product reviews, telling their story related to your brand, etc)
Involving your audience/customers in your marketing campaigns (via interviews, highlighting content they create, etc)
Gen Z’ers tend to be much more responsive to UGC than traditional marketing. Why? Because it’s REAL, relatable and authentic.
HW for you: Think about how you can involve your audience/customers more and include UGC in your marketing.
Takeaway #2: IRL Experiences ftw
“Those darn Gen Z kids are always on their phones.” — Every older generation
Yeah, that’s kinda true. BUT Gen Z is starting to see the value of IRL (In Real Life) experiences. That’s why “the experience economy” is becoming more and more of a thing.
Two quick stats:
63% of Gen Z say that presence is more important than cost.
54% would spend outside of their budget if it was a once-in-a-lifetime experience.
I think they’re onto something. With everyone being so addicted to the digital world lately (plus what happened with the pandemic), we all cherish real life experiences more than ever.
HW for you: How can you co-create epic IRL experiences? (not only to grow your brand, but to transform people’s lives on a deeper level)
Takeaway #3: Men Need Help
This is an insight I didn’t expect at a marketing conference.
During a talk about brands and gender equality, Sara Denby said something I wrote down immediately…
“Our young men are not okay.”
That hit home for me. So many men I know between 18-45 years old are STRUGGLING.
There’s a crisis of masculinity happening. Most men have no real role models. 99% of examples we see are either weak, timid men or hyper-aggressive egotists.
This crisis is an opportunity — a clarion call — for a more evolved version of masculinity to emerge on our planet.
I’m throwing my hat in this ring, because it’s so important. Learn more about the men’s work I’m doing in 2024 here: Men’s Coaching
Re:Minders
Brands and creators have the potential to positively shape the trajectory of the world.
And no, you don’t need to bend over backwards to try to cater/pander to certain groups of people. That doesn’t work. It’s inauthentic.
You just need to be empathetic, intentional, and serve in ways that are aligned with your brand’s values and vision.
Genuinely care about helping people, in your unique way.
This goes far beyond branding too.
This is how we start movements of beautiful momentum in the world.
Much love,
Stephen Parato
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