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The world is witnessing a significant shift in consumer behaviour and at the forefront of this change is Generation Z, or Gen Z. Born between the mid-1990s and the early 2010s, Gen Z is a diverse and dynamic cohort that is shaping the future of various industries, including marketing. To connect effectively with this audience, understanding and embracing their various cultures is paramount. In this article, we delve into the importance of acknowledging and including Gen Z subcultures in your affiliate marketing strategies.
One of the most striking aspects of Gen Z is its remarkable diversity. This generation is composed of individuals from various racial, ethnic, and cultural backgrounds. As a marketer, recognising and celebrating this diversity is crucial for crafting campaigns that resonate with the values and identities of these young consumers.
From embracing Pride Month to recognising cultural festivals and heritage months, acknowledging and supporting various cultural expressions within Gen Z can foster a sense of inclusivity and belonging. When your affiliate marketing initiatives authentically celebrate diversity, it sends a powerful message that your brand values all voices.
Subcultures are a group of people within a society who differentiate themselves from the norms and values of the mainstream. These social circles are connected through their passion and interest points and niche aesthetics. A few of these subcultures are listed below and can be read about further by downloading this informative PDF from Voxburner some of these include: Gamer Girls, StreetWear Bro, Coastal Cowgirls and more.
Gen Z is exceptionally adept at discerning authenticity from superficial attempts to connect. This generation is surrounded by information and is quick to detect when a brand’s marketing efforts are inauthentic or lack cultural awareness. To create genuine connections, take the time to educate yourself about different cultures, histories, and traditions.
It’s essential to avoid cultural appropriation – borrowing elements of a culture without understanding or respecting their significance. Instead, focus on collaboration, consulting with representatives from the cultures you wish to include. When your marketing campaigns genuinely reflect cultural values and stories, Gen Z consumers are more likely to engage and identify with your brand.
Affiliate marketing campaigns that embrace Gen Z subcultures build more than just transactional relationships; they foster loyalty. When Gen Z individuals see their identities and values authentically represented in your marketing content, they are more likely to trust your brand and become loyal customers. Remember, Gen Z doesn’t just want products or services; they seek meaningful connections with brands that align with their beliefs.
By ensuring your affiliate marketing content is inclusive, you tap into the immense purchasing power of Gen Z. According to research, Gen Z’s estimated global spending power is projected to reach $143 billion by 2020, making them a formidable demographic to engage with.
Each culture within Gen Z has its unique preferences, values, and communication styles. For instance, while some segments may prefer visually appealing content on platforms like Instagram and TikTok, others might gravitate towards longer, thoughtful pieces on platforms like Medium or LinkedIn. These nuances are essential to tailoring your affiliate marketing strategies effectively.
Moreover, incorporating cultural references, languages, and symbols specific to a particular culture can enhance your content’s relatability. However, be cautious of cultural sensitivity and ensure that your interpretations and portrayals are accurate and respectful.
Several brands have mastered the art of embracing Gen Z subcultures in their marketing efforts. For instance, Fenty Beauty, founded by Rihanna, has received praise for its extensive range of foundation shades that cater to diverse skin tones. This inclusivity resonates with Gen Z’s desire for representation and has contributed to the brand’s success.
Another example is Ben & Jerry’s, known for its social activism and support of various causes. The brand’s alignment with social justice issues has garnered a dedicated following among Gen Z, who prioritise brands that stand for something beyond profit.
Embracing Gen Z cultures in your affiliate marketing strategies isn’t just a trend; it’s a necessity for long-term success. This generation’s immense diversity and desire for authenticity require brands to engage with their values and identities genuinely. By understanding and including Gen Z cultures, you can create impactful campaigns that resonate, build loyalty, and drive meaningful connections with this influential demographic. Remember, inclusivity isn’t just a checkbox; it’s a mindset that can transform your affiliate marketing efforts into an avenue of mutual understanding and growth.
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[1/5]Firefighters work at the scene following a fire in a retirement home in Milan, Italy, July 7, 2023. REUTERS/Claudia Greco
MILAN, July 7 (Reuters) – An overnight fire in a retirement home in Milan killed six people and injured around 80, including three who are in a critical condition, Italian authorities said on Friday.
The fire started in a first-floor room of the facility. It was put out quickly and did not spread to the rest of the building, yet produced a vast quantity of toxic fumes.
Two residents burned to death in their room, while four others died from intoxication, Milan Mayor Giuseppe Sala said, speaking to reporters on the scene.
“It could have been (even) worse. Having said that, six dead is a very heavy death toll,” Sala said, indicating that the facility housed 167 people.
Firefighters’ spokesman Luca Cari said the cause of the fire was under investigation, but added that it was likely accidental.
Firefighters intervened at the “Home of the Spouses” residential facility in the south-eastern Corvetto neighbourhood shortly after 1 a.m. (2300 GMT).
They evacuated about 80 people, including many in wheelchairs, while another 80 or so were taken to hospital, local firefighters’ chief Nicola Miceli told RAI public television.
He described rescue operations as “particularly complicated” due to heavy smoke, which limited visibility, and the fact that many residents could not stand without aid.
Lucia, a local resident, said she saw some of them “gasping for air” at their windows, holding rags over their faces to protect themselves from the fumes.
She said rescuers “were wonderful” as they helped everybody. “Those who could walk, they walked them out, those who could not, I think they were carried out in their bed sheets.”
Additional reporting by Giselda Vagnoni, editing by Keith Weir
Our Standards: The Thomson Reuters Trust Principles.
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There’s been much buzz about Gen Z, the digital natives that now form a significant part of the consumer market. For your brand to thrive, it’s vital to understand how to communicate effectively with this audience. And guess what? It’s not as daunting as it may seem!
Gen Z, born between 1997 and 2012, are the first generation to grow up with technology as a part of their everyday lives. They’re digital-savvy, socially aware, and value authenticity and uniqueness. To connect with them, you’ll need to do more than just set up social media channels.
Let’s unpack this.
More than any other generation, Gen Z values authenticity. They are more likely to support brands that align with their personal beliefs and values. So, what’s the takeaway? Be genuine, transparent, and accountable.
Your messaging should reflect your authenticity in a way that resonates with Gen Z consumers.
The experts we consulted when creating this article — a California branding agency — have seen firsthand how authenticity can strengthen a brand’s appeal to Gen Z. They’ve supported numerous businesses in honing their brand identity, ensuring it reflects the genuine values that today’s consumers connect with.
Gen Z is all about participation and engagement. They want to be a part of the story, not just passive spectators.
Brands can tap into this desire by encouraging user-generated content (UGC). It’s an effective way to engage with Gen Z on a personal level, fostering loyalty and building a community around your brand.
Here are a few suggestions for encouraging UGC:
Influencer marketing is another powerful tool for connecting with Gen Z. Rather than traditional celebrities, Zoomers tend to look up to influencers who share their personal experiences, lifestyle, and insights.
Partnering with the right influencers can provide an authentic way to reach and engage this younger audience.
But remember, it’s not just about followers. A high follower count does not necessarily equate to influence, especially when it comes to Gen Z. They value authenticity and engagement over popularity. So, when choosing an influencer, look for the following:
This is just the tip of the iceberg. In the following sections, we’ll dive deeper into Gen Z’s purchasing behavior and how brands can optimize their strategies for success. Let’s turn those Gen Z prospects into loyal customers, shall we?
Understanding Gen Z’s purchasing behavior can offer valuable insights into how to align your brand with their preferences and expectations.
Gen Zers are particularly attached to their mobile devices. Studies show that most Zoomers use their smartphone more than any other device. As a result, your branding strategies should prioritize a mobile-first approach.
Your website should be mobile-friendly, and you should be active on social media platforms like TikTok and Instagram. In addition, consider mobile advertising strategies, such as in-app and mobile video ads.
For Gen Z, sustainability isn’t just a buzzword — it’s a way of life. They’re more environmentally conscious than previous generations and prefer sustainable brands.
To cater to this audience, incorporate sustainability into your branding.
This could be through eco-friendly packaging, ethical sourcing, or supporting environmental initiatives. But remember, Zoomers can spot greenwashing a mile away. So, ensure your commitment to sustainability is genuine and not just a marketing gimmick.
You’ve begun to understand Gen Z and align your brand with their preferences. What next? Let’s talk about effective communication strategies.
Social media isn’t just a place for Gen Zers to connect with friends — it’s a space where they engage with brands, discover new products, and make purchasing decisions. But merely being on social media isn’t enough. Brands need to engage with their audiences actively.
Post consistently, respond to comments and messages, and provide valuable content that resonates with Gen Z. Share behind-the-scenes footage, spotlight team members, and showcase how your products are made. This provides engaging content and reinforces the authenticity that Gen Z craves.
Gen Z consumers value personalization. They appreciate when brands recognize their individual preferences and tailor content accordingly.
Leverage data to understand your audience, and then use this information to personalize your marketing strategies. This could be through personalized email marketing, tailored product recommendations, or customized social media ads.
Remember, the goal is not just to sell a product but to build a lasting relationship with your audience. So, make sure your marketing strategies prioritize personalization and engagement.
Next, we’ll be diving into some actionable steps your brand can take to implement these strategies for success. Stick around!
Knowing what Gen Z values is one thing, but how do you effectively implement this knowledge? Let’s explore some practical steps.
A compelling narrative can help your brand stand out in a crowded marketplace. Craft a narrative that aligns with your brand’s values and connects the Gen Z ethos. Incorporate elements of authenticity, sustainability, and inclusivity.
Gen Z is the most diverse generation in history, and they expect the brands they support to reflect this diversity. Inclusive marketing — featuring people of different races, genders, and abilities — can help your brand resonate with this audience.
It’s not enough to just post on social media — you must interact and engage. Respond to comments, share user-generated content, and participate in the conversation.
Zoomers consume a lot of video content. Incorporate video into your marketing strategy, whether it’s YouTube tutorials, Instagram Stories, or TikTok challenges.
As Gen Z matures and becomes a more prominent part of the consumer market, understanding and connecting with this audience will become even more crucial.
Brands that can successfully resonate with Gen Z stand to benefit greatly. The strategies outlined in this post provide a solid foundation for engaging this influential group. However, remember that the key is to remain adaptable, listen, and evolve with your audience.
Branding for Zoomers is not a one-time exercise. It’s an ongoing process. As we continue to navigate the ever-changing landscape of consumer behavior, remember the fundamental rule — authenticity always wins.
Remember, you’re not alone in this. Consider partnering with branding agencies that can offer expertise in connecting with this dynamic market.
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I am 47 years old, was diagnosed with a morbid case of diabetes when I was 45 and have been horrible about taking my insulin and checking my blood sugar on a consistent time line, which is crucial. So, I set reminders in Alexa to tell me “its time to test your BG”, It is time for your short acting insulin (3 times a day) and at 11pm she reminds me to take my long acting insulin and Lisinipro for the evening. Because of Alexa reminding me, I have gotten my A1C down from 9 to 6.5. That is an invaluable feature for me.
Then, one day, I had a song in my head and just said, “Alexa, play “Like a stone” by Chris Cornell. And bam, she plays it. I do have the Amazon music subscription which I think you need in order for this to work but I have not been able to think of a song or artist that she cant find and play within seconds. My Chocolate lab “Copper” loves the song “Baby Shark” so I set a “routine” and all I have to say is “Alexa, what does Copper like?” and she jams Baby Shark for him while he bucks around the living room having a blast.
I have been playing Trivia battle every single day. She makes lists for me so I don’t forget things I need for work. She sets reminders for me so I don’t forget appointments and other important things. You can say “Alexa, set a reminder on March 15th that my brothers birthday is tomorrow, or a week from now, or, whatever you need.
I learn something new that she does every day and went from one of those paranoid skeptics to a total believer. In fact, I got a second one for the living room and have them linked. She will read E-books to me while I work. I am a history buff and I can say, Alexa, tell me about Abraham Lincoln, and she will go on and on with just about any historical question or figure. She does math, she tells me what my weather is like currently and what it is going to be like through out the day.
Honestly, I love this device, I have a white one and a black one, one is called Alexa and one is called Lexi (so you can drop in from room to room with music or conversation) Just the improvement in my health with the reminders she gives me has been a life saver, not to mention I don’t forget things anymore because when I think of it, Ill set a reminder and Alexa and Lexi take care of it.
I know a lot of people think “oh, that thing records everything you say all day and it is an invasion of privacy” well, that is incorrect because you can turn it off (red ring) and really so what if she listens to what me and my wife talk about… IF she is, all she hears is what we are thinking about eating for dinner, what’s on Netflix or Amazon Prime video and us playing with our dog.
I cant recommend this device enough, when I leave the house, I say “Alexa, we are leaving” and she has particular parameters that she listens for (breaking glass, doors getting smashed in) when we get home I say, Alexa, we are home and she says “Okay, I will stop guarding the house for now.
Get one and try it, you wont be sorry.
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Gen Z, the generation born between 1997 and 2012, has become a highly sought-after demographic for marketers due to their significant purchasing power and influence. However, effectively targeting this generation requires a different approach than previous generations, and there are some common mistakes that companies are making.
Below, Rolling Stone Culture Council members share what companies should avoid when marketing to Gen Z and why these practices can come across as inauthentic. By understanding these mistakes, companies can create more effective marketing strategies that resonate with this influential demographic.
Don’t just shoot for virality in your content. You often can gain a lot of views without actually increasing your sales or driving actions that help your business. Chasing the trends can attract eyeballs, but it won’t always attract committed customers — the lifeblood of business. Try to use targeted content and new marketing channels to win Gen Z over as real advocates and not just passive viewers. – Ben Spell, GOOD RANCHERS
Traditional ads tend to be curated to focus on the feelings behind a product or its benefits. This doesn’t speak to the consumer’s values or lifestyle. It comes off as more interested in making money than making a difference. Companies should focus on storytelling and strategic product placement. As a mobile-first, value-driven generation, Gen Z values seeing real people in authentic, relatable scenarios. – Dan Serard, Cannabis Creative Group
Companies should avoid using overly promotional language and making unrealistic claims when marketing to Gen Z. This can seem inauthentic because this generation is known to be more skeptical of advertising and more likely to do their own research before making a purchase. – Red Rodriguez, GRAV
It’s important to avoid pandering to Gen Z during holidays or special events in a way that feels insincere or disingenuous. Similarly, inconsistency in messaging can also be problematic. This generation values transparency and honesty in their interactions with brands. They are quick to spot manipulation or pandering to their perceived interests, so authenticity and consistency are crucial. – Jennifer Sodini, Hidden Hand Media
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Companies should avoid greenwashing or making false claims about their sustainability efforts. Since Gen Z are environmentally conscious, they may easily spot phony marketing tactics. Many of them also don’t believe companies do enough to address environmental issues. Gen Z values authenticity and transparency, so any attempt to manipulate or mislead them will likely backfire. – Kelley Swing, Head Case Hair Studio
Gen Z has a very different relationship with money and time than previous generations. They value scarcity and are willing to wait in line, promote your brand and even pay premiums to be one of the special few to have your hard-to-get product. A steep discount on an easy-to-get product just isn’t as appealing to them. – Adam Ayers, Number 5
Don’t assume you’re telling them anything they don’t already know. Gen Z is supremely savvy and world-aware, and you need to enter the conversation well-versed in it already. Too many brands come in from on high without a real understanding of where people live, work, think and meet. Do it right or don’t do it at all — inauthenticity kills faster than anything here. Ditto for lip service around social issues. – Cate Rubenstein
Don’t approach marketing to Gen Z as a simple media campaign. Younger generations are more likely than ever to be critical of advertisements and look into the companies they support. So, if your overall brand values don’t align with those you promote in a marketing campaign, you can end up doing more harm than good. – Evan Nison, NisonCo
Companies should avoid using overly sales-like language or pushing products too aggressively when marketing to Gen Z, as this can come across as inauthentic and insincere. Gen Z values authenticity and transparency, so companies should focus on building relationships and creating genuine connections with their audience through social media and other channels. – Theo Sastre-Garau, NFTevening
While it’s important to know your audience, you can risk putting an entire generation in a box based on stereotypes — particularly with Gen Z, who, while of the digital age, is known to favor authenticity — so keep it real. Let them talk among themselves by promoting through Gen Z influencers. Diversify your efforts in as many platforms as possible to understand what style and sites best engage with them. – Cynthia Johnson, Bell + Ivy
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In the ever-evolving landscape of personal finance, Gen Z is turning to an unexpected place for acquiring financial tricks: TikTok. That’s right, TikTok has emerged as an accessible place to learn financial advice because Gen Z has recognized that many traditional financial tips don’t align with their reality. The platform’s bite-sized videos make it easy for users to consume and understand complex financial concepts quickly. Savvy finance professionals have learned this and are taking to TikTok to provide their insights to young adults, guiding them in areas like budgeting and investment strategies, serving up some unique money habits and financial tricks on the platform. And, hey, it’s not just Gen Z who can benefit from these tips! Let’s dive in and find the best tips the social media platform has to offer.
I’m a Self-Made Millionaire: These Are Investments Everyone Should Avoid During an Economic Downturn
See: How To Build Your Savings From Scratch
TikTok has popularized the idea of “side hustles” among its Gen Z audience. This is the idea of having multiple income streams to help establish financial security. This can include freelance work, crafting and selling handmade goods, or the lucrative world of affiliate marketing.
“Many TikTokers have demonstrated how to make money on the side, from creating digital content for brands to flipping items for profit,” said Matt Haycox, founder and CEO of Funding Guru. “Gen Zers understand that having multiple sources of income helps create financial freedom and security. This is a great idea but it’s also important for Gen Zers to understand that side hustles that aren’t well thought of and managed can become a burden, rather than an asset.”
I’m a Financial Planning Expert: Here Are 5 Things You Should Never Spend Money on If You Want To Be Rich
TikTok is loaded with tricks to help you save money without giving up on fun. One of these is a zero-based budget, a simple way to manage your money.
“Basically, it means that every penny you make gets assigned a specific purpose, from bills to avocado toast,” said Michael Ryan, financial advisor at Michael Ryan Money.
In this way, you carefully plan where every dollar goes, assigning each dollar to things like groceries, savings or entertainment, and your income minus your expenses equals zero.
“This strategy encourages users to dedicate all their income to predetermined spending categories as well as designated savings goals,” said Donny Gamble, CEO of Retirement Investments. “Many TikTok creators recommend using budget tracking apps to help build a budget that works for their lifestyle.”
Another financial trick that more and more Gen Zers are learning from TikTok is how to use cash to create a budget and control their spending.
“One budgeting tip I’ve seen is to withdraw cash in specific amounts to stand for your monthly ‘discretionary’ budget–this way it’s easier to avoid spending over the specific amount, since the only money you have is what’s in your hand,” said Jake Hill, CEO of DebtHammer. “It’s refreshing to see more younger people getting back into the habit of using cash.”
“In recent months, the most consistent financial advice I see on TikTok is getting a high-yield savings account–probably because right now, there are many banks offering 5% APY,” said Bethany Hickey, banking and lending expert at Finder.com. “It’s a great, low-risk way to start saving money that doesn’t involve learning anything about investing or require hefty, upfront costs.”
Getting a high-yield savings account is a fantastic idea because it helps your money make more money. With higher interest rates, your savings can grow faster and you’ll see those dollars pile up over time.
“Some influencers are also encouraging Gen Zers to save up and invest in the stock market,” Gamble said. “By using apps, users can open an account with minimal fees and receive guidance from experienced investors on which stocks to buy and sell. Additionally, there is content dedicated to teaching viewers about cryptocurrency trading and developing long-term investment plans–both of which have become increasingly popular among younger generations.”
Hickey points to a popular video on TikTok posted by user Robert Croak, who offered three tips to young people: “He recommended getting an e-trader account, investing in index funds, and if you’re interested in real estate, going with Fundrise. Croak also praised the investing app Acorn. Acorn allows you to round up purchases and immediately invest the rounded amount.”
Investing through apps is a great idea because it offers convenience and accessibility, allowing you to easily manage and grow your investments right from your phone.
With all the advice out there on TikTok, it might be easy to get carried away.
“It’s best to take advice from TikTok with a grain of salt,” Hickey said. “Many influencers and accounts are known to create thinly-veiled advertisements for their products, apps or businesses. A lot of videos are set on hooking viewers in with ‘get rich quick’ schemes like rental arbitrage or drop shipping. It’s also common to get one little bit of advice, only to have the video pitch a paid class or program. The platform is littered with pyramid schemes and sketchy side-gig programs, too. Advice is great, but be on the lookout for videos that heavily promote an app, product, or require you to sign up for something to learn more information.”
“Scammers will often take to social media promising to make you a millionaire. If it sounds too good to be true, it probably is. Instead of trying to follow these schemes, focus on aspects of your finances you can control, like how much debt you take on and how much you put into your retirement savings,” said Mark Henry, founder and CEO of Alloy Wealth Management.
More From GOBankingRates
This article originally appeared on GOBankingRates.com: 5 Money Habits and Financial Planning Tricks Gen Z Is Learning on TikTok
Originally published
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YouTube has rolled out new advertising options for brands and businesses, in what appears to be an attempt to rival the success of TikTok.
The first of these options has been named ‘Gen Z Music’, which gives an indication as to the demographic these ads are designed to target.
The option will allow businesses to run advertisements on trending music videos. For example, if a song is trending on TikTok or on Instagram, this drives traffic towards YouTube to search for the song. Businesses will now be able to tap into this opportunity and run ads alongside these trending songs.
Going into more detail about, YouTube said: “It’s a no-brainer that songs by the likes of Bad Bunny, Doechii and Rosalía are popular with Gen Z, but most brands don’t realize that classic hits by Cyndi Lauper and underground music from the latest soon-to-be superstars are popular with Gen Z on YouTube, too.
“To align your brand with the music most popular with Gen Z at the moment, we’re launching the Gen Z Music package, which leverages AI-powered signals across YouTube to identify songs trending with Gen Z, so you can reach them with the music they know and love.”
The option is also being extended to YouTube Shorts, with ‘Trending Music on Shorts’ allowing businesses to run ads on Shorts that use trending audio clips.
These new features will certainly offer more opportunities for businesses on YouTube, and with over 100 million songs in the YouTube catalog, brands won’t be short of options.
Gen Z has long been a top target for digital brands and businesses, and appealing to this demographic is key to success in today’s market. With YouTube’s new ad options, brands will now be able to target this demographic more effectively by tapping into the group’s passion for music and love of short-form video content.
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TORONTO, April 23 (Reuters) – A strike by about 155,000 Canadian federal government workers is closer to a resolution, with progress made on remote work and wage increases for Treasury Board employees, the union said on Sunday.
The strike is scheduled to continue for now amid ongoing talks about a deal for revenue agency workers, the Public Service Alliance of Canada (PSAC) said in a statement. The union has said it will “escalate” its actions on Monday.
A wide range of public services from tax returns to passport renewals have been hit since last Wednesday, when 120,000 Treasury Board workers and 35,000 revenue agency staff represented by the PSAC went on strike.
“At Treasury Board we made some headway on remote work language, and both sides have moved in order to get closer to a resolution on wage increases,” said Chris Aylward, National President of PSAC.
The talks with the government about wage increases for revenue agency workers, who oversee tax returns, have not made progress, he added.
The revenue agency workers wanted a pay hike of 22.5% over three years, while the Treasury Board workers who oversee federal government administration were seeking a 13.5% pay rise over three years. The government offered both groups a 9% increase over three years.
Canada’s annual inflation rate peaked at 8.1% last year but has since come down to about half of that.
In addition to higher wages, the union is also demanding flexibility to work from home.
A government spokesperson told Reuters on Sunday that it had received an offer from the union the previous evening and presented a counter-offer in response, without providing further details.
Reporting by Divya Rajagopal; Editing by Lisa Shumaker
Our Standards: The Thomson Reuters Trust Principles.
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Gen Z is no longer babies. If you subscribe to the idea that Gen Z starts at being born in the year 2000, those iPad babies are now 23 years old. Does anyone else feel ancient?
The perpetually online generation, raised on iPads rather than the TV, as if that’s worse have pioneered change on the internet. What was their effect on the internet? We’re looking at the characteristics of online Gen Z and seeing what brands can use in their marketing to this generation.
Entering the workplace
There have been a lot of changes since Gen Z started leaving school and entering the workspace, which came to a head when the pandemic hit. It wasn’t just Gen Z rethinking about where their careers were going. Mass quittings and a lower tolerance for middle managers and working on location when it wasn’t necessary became trending topics of conversation.
But Gen Z particularly stands out for its entrepreneurial spirit. The internet has afforded this generation more chances than ever to simply make it on their own, and when big conglomerates are struggling, like the tech giants laying off staff left right and centre, startup banks closing, and better sense of knowing what they’re worth, it’s no surprise that you see more and more of this generation asking what it takes to be an influencer.
The affiliate marketing space can really benefit from this generation, that wants to work for themselves, wants to make something of themselves, and has all the online tools and skills to make it happen.
Online portfolios
The generation that was raised on the internet is now exiting university and entering the job market, so it makes sense that they are revolutionising the way to get a job. No longer is printing off a dozen CVs and wandering around the shopping centre going to cut it. Not even having a simple CV with all your information enough. Suddenly people were sending potential employers their Instagram username and presenting it as a professional profile. There was once upon a time people were told to never share their social media with employers, lest they see you having fun and that’s not professional.
Now, LinkedIn is the hottest place to be, anything that could be considered content (audio, visual, video, etc.) is all posted on Instagram and the number of followers you have is shared on your CV as an example of your business management and social media skills.
As an extension, some studies suggest that Gen Z take their social media profiles seriously as an extension of self. This makes sense as a basic concept. You post your happy moments on Instagram, your political stance on Twitter, your funny side on TikTok, etc. And for those of us who remember Bebo and MySpace, it was all about putting your personality out there on an internet forum and there were too many utterances of the phrase “It’s not a phase, Mum!” Perhaps Gen Z simply hasn’t grown out of their phase yet, Mum.
Activism
This might not solely be a Gen Z thing, but since the mainstream acceptance of the internet, there has definitely been an uptake in holding people accountable. It started with holding people accountable for what they posted there, and expanded into “crimes” in their personal lives. These crimes can range from things that can actually be charged with by the court of law, to just offensive actions that some might consider immoral.
Over time, that has gone so far as to affect brands. People are realising that the big problems are often not brought down to one person, but things like environmental issues, social issues, etc. take aiming at the big brands to bring down.
And it shows. Brands have had to start telling everyone who will listen why they are environmentally friendly, or LGBT+ supportive, or follow their employee diversity regulations, making for an interesting shift in marketing messaging.
The Millennial Pause
And then there is this. Don’t pause after you hit record or start talking. Or edit it out. They think it’s cringe.
If you are interested in more affiliate and social media marketing insights, take a look at our blog for all the latest news and advice. Or for a more personalised approach, book a free call with a member of our team.
Or, for the very best advice from industry peers, register to gain access to our Amplify Action Day. Taking place in January 2023 doesn’t mean you’ve missed it. Amplify aims to bring you the latest affiliate, performance, and partner marketing insights from across the globe and it’s all available to stream from our website.
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BEIJING, Feb 23 (Reuters) – The number of Chinese households that decided against buying a home soared in the fourth quarter of 2022, a private survey showed, as COVID infections and lockdowns sapped sentiment, while property foreclosures soared as the economy slowed.
But more households were considering buying a home or investing in other assets in the coming three months, according to the survey by a research institute and think tank under Ant Group and the Southwestern University of Finance and Economics released on Wednesday.
Stabilising the crisis-hit property sector will be a key challenge for policymakers this year as they try to kick-start an economic recovery. Much hinges on how quickly people will start spending again after the government abruptly dismantled its tough COVID restrictions in December.
The number of families opting to stay on the sidelines for property in the last quarter rose to 27.2% of respondents from 20.1% in July-October, the survey showed.
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However, it also found 16.6% of Chinese families had plans to buy a home in the coming three months, up from 7.0% in the July-October quarter.
Respondents’ willingness to allocate money to domestic stocks, funds, and overseas asset classes also increased, the survey showed.
The quarterly survey of over 34,000 households focuses on changes in Chinese household wealth.
China’s real estate sector, once a key driver of the world’s second-largest economy, fell into a deep slump in 2022 as debt-ridden developers failed to finish stalled projects and some buyers boycotted mortgage payments. As a result, property investment and sales fell sharply, weighing on home prices.
Foreclosed properties reached 606,000 units last year, up 35.7% from 2021, with the number of such properties finding buyers at auctions slumping 14.9% on year, according to calculations from a separate survey by China Index Academy, one of the country’s largest independent real estate research firms.
Cities with high numbers of foreclosures were mostly in central and western China, as well as the prosperous Yangtze River Delta and Pearl River Delta regions, according to the property research firm.
A tentative revival was seen in the property sector in January, with home prices rising for the first time in a year, boosted by the government’ aggressive support measures late last year, lower mortgage rates and the u-turn on the “zero COVID” containment policy.
But analysts expect a sustainable recovery in the sector will only kick in towards the second half of this year.
In the poll by Ant Group’s institutions, the overall debt of Chinese families and all types of debt increased significantly in the fourth quarter and were at higher levels than in the year-earlier period.
The survey also showed demand for consumer loans increased in the fourth quarter, although low interest rates on consumer loans have led many home buyers to use the funds to pay off their existing mortgages in advance.
Reporting by Liangping Gao and Ryan Woo; Editing by Kim Coghill
Our Standards: The Thomson Reuters Trust Principles.
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