Training

back Back
Cross Generational Insights & Branding
Understanding the NextGens (Generation Y & Z) to create future proof branding strategies

Workshop overview

In 2015 the Millennials (a.k.a. Gen Y – born after 1980) were the largest population outnumbering the once dominant cohort of Baby Boomers. But the significance of this generation and their successors, post-millennials or Gen Z goes far beyond their numbers. The current young population (Generation Y and Z) is the most diverse and best educated generation ever. They have been shaped by technology and are a very marketing and media savvy generation. They are clearly marketing game changers. Old handbook branding approaches are bound to fail with this large new customer group. With an aging and retiring Baby Boomer market, most companies will have to re-focus their communication and innovation to the Y and Z demographic groups. Besides new insights on the differences and commonalities between X, Y and Z, the workshop provides models for insight activation, branding and ideation. At the end of this one-day session participants will understand how to translate insights on generational differences into their communication, marketing and branding strategies. Besides this main marketing focus, tips on how to involve and motivate the different generations in market research will also be discussed.

Level

Advanced client side (advertisers and ad agencies): CMO, marketing managers, advertising, brand managers and directors, consumer insight and research managers

Programme

Morning

  • Discovering insights on Generations Y and Z: workshop participant will be presented with consumer stories and meaningful data bringing the new generations and differences with the Generation X and Baby Boomers to life. In an interactive session, they will be challenged to connect the dots and discover at their own pace different insights that are specific for each generation.
  • The different insight platforms will be further clarified focusing on the differences and similarities between X, Y and Z. Through several case studies, we will demonstrate how to best engage in branding and communication to the next generations.

Afternoon

  • In small break-out sessions you will be challenged to translate the generational insights into action. This will be done in a case study that will explore ideation and co-creation of products, brands and communications to X, Y and Z.
  • In a last part we will bring you some food for thought on what this means for research towards these younger generations. Although the focus of the workshop is more on marketing content than on methodology, there will be illustrations of generational proof methods throughout the day.

Workshop leaders

Joeri Van den Bergh

o-founder & managing partner InSites Consulting
Gen Y expert, author How Cool Brands Stay Hot
Belgium

Joeri Van den Bergh is co-author of How Cool Brands Stay Hot: Branding to Generation Y and co-founder & Gen Y expert at InSites Consulting, a global ‘new generation’ research agency with offices in New York, London, Sydney, Timisoara, Rotterdam and Ghent. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Heinz, Vodafone, PepsiCo, MTV Networks, Sony, AB InBev, Skype, Heineken and Coca-Cola, for whom he has provided youth research and advice on how to target the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics.

Katia Pallini

Research Innovation Manager InSites Consulting
Belgium

Katia Pallini is part of the ForwaRD lab team at InSites Consulting. Her focus is on innovation within survey research, where the goal is to ensure richer and better data while at the same time creating an engaging experience for participants. Before she joined the R&D department, Katia worked as a research consultant for a broad range of clients. Her experience and passion for surveys is what drives her to bring change and improvement to the world of survey research. She is an ambitious young researcher who has set her first steps on industry congresses, presenting her work related to consumer collaboration through (survey) research.