Our soon to be published 2018 SA Youth Survey tells us that 87% of economically active South African 16 to 24 year olds ‘seek out unique and creative ways to express their individuality’.
In addition 72% agree that ‘encouraging cultural, ethnic and religious diversity is the only way to build a thriving society’.
This group really doesn’t like stereotypes – in fact they live to be atypical. From a marketer’s perspective this is a tough segment to deal with. How do you effectively communicate with, and find relevant products and services to offer a group where each member wants to be unique and different?
How do you engage with them without making them feel that you regard them as being part of a herd?
Well, here are some thoughts on the subject.
- Don’t label them. Don’t say things like “you kids” or use generalisations like “everybody loves …”
- Show respect for their individuality by using “real people” in photos, not models and deploying user-generated content in communications.
- Wherever possible, find ways to send out direct, individualised messaging. Develop algorithms that enable you to get this right.
- Focus on selling how your product will help the user rather than on selling product features. They want to buy the products that suit their individual needs not the products that their peers are buying.
- Focus on user experience. Make them feel good about you and themselves rather than hard-selling your products to them.
If you would like to hear more about the 2018 SA Youth Survey, contact Megan (072 060 5241 or firstname.lastname@example.org)