For every brand, the generational change becomes a challenge. Who are they, this new generation?
What drives them? What makes them different from everyone else? Companies must be prepared to engage with Generation Z, the generation of young people born after 1996 who are now joining the global workforce and have become an important consumer group.
Yonhee Lee, Director of Global Marketing, spoke about her experience of interacting with a new generation of mobile device users and how this will affect the marketing strategy of Samsung Electronics. Samsung Mobile.
Gen Z - who are they for Samsung?
Most of the people I talk to are surprised when I tell them that Gen Z already has almost two and a half billion people (more than Millennials). At Samsung, generational change is not the first time. We've been a company for 50 years, and in all that time, understanding our customers - their needs and aspirations - has always been at the heart of our innovation. In my opinion, Samsung is not only about the technologies that we create; it's more about giving people the tools they need to go beyond what's possible.
However, with each new generation, we must rethink how we can achieve this. It's no secret that the relationship between brands and consumers is constantly changing, so we have to ask ourselves: what do we need to do to stay relevant?
What do Samsung and Generation Z have in common?
Every generation is unique in its own way, and Gen Z is no exception. Their values and motives are very close to the philosophy of Samsung.
To answer the question "who are representatives of generation Z"? What unites them? What drives them? What do they value the most? We conducted surveys and talked to people directly, got to know their opinion.
We learned that Gen Z is a fairly resilient generation. They grew up during a period of economic recession and global crises, but did not lose hope. In fact, they are determined to change the world for the better.
Yes, they are dreamers, but at the same time they have a goal. They know what they want and are true to their beliefs. They expect the same from brands. They dream big and we should dream with them.
What are the values of Generation Z?
For a new generation of change-hungry brands, it’s not enough just to have great products and services. Generation Z is interested in brand values and how they relate to their own. 77% respondents believe that "doing good" should be an integral part of doing business. This means that brands can no longer just focus on storytelling because the era of “Storyliving” has arrived.
Here at Samsung, we had to really think about how our own values align with those of Gen Z. And we came up with a lot in common.
Gen Z is a generation that dreams of defying barriers. And so are we. "Do What You Can't" is our motto. He embodies what we put into our brand, and I think that fits perfectly with the Gen Z mindset.
With a focus on endless innovation, we continue to look for new opportunities to create experiences that can change people's lives. It is much more than just technology. It is about the value that we declare. For example, the virtual reality app Be Fearless helps people cope with their worst fears, such as fear of public speaking or fear of heights. The Samsung Blind Cap allows Paralympic swimmers to receive prompts from their coaches when to turn around at the end of the lane.
How is Samsung communicating with Gen Z?
Gen Z is the first digital generation. A generation that cannot imagine life without the Internet, and the use of technology is completely natural for them. And that's great, because I really believe that these people will unleash the potential of our technologies like no other. They are going to use technology to reach new heights, and we are ready to help them with this.
We find contact with them, helping to achieve success. First and foremost, we listen and understand. We want to help them realize their potential with the necessary tools, skills or life hacks.
But every Gen Z is very different, and Samsung is a global brand that needs to serve customers internationally. In every region, country and even community, we take our core values and apply them locally to meet specific needs.
The King's Cross project (London) clearly demonstrates what it looks like.
Samsung is creating a new space in an area that has already undergone a lot of change, leaving some residents feeling left out. We want to help – not by imposing solutions, but by listening and helping where needed. That's why I see Samsung Kings Cross as a center of culture, innovation and learning. We even employ staff who can speak local languages, including British Sign Language, because there is a large school for the deaf nearby.
We will listen to this new generation and help them make positive change, reach their potential, be responsible citizens, dream...and set goals.
Our goal is to be an authentic, relevant, Generation Z brand. I'm sure it's real, as social goals have always been an integral part of Samsung.
partner material. This article was created based on YH Lee's performance at the 2019 Cannes Lions International Festival of Creativity.