Google today released its Year in Search list, which tracks the most searched-for terms, people and events of the year. Formerly referred to as “Zeitgeist“, the collection has been re-branded as the “Year in Search”.
The montage offers fascinating insight into how people around the world used the search engine.
Interest around the Generation Z demographic sparked once again over the past week following Ofcom’s annual ‘Communications Market Report’. The research found that children and teenagers were the most digitally savvy age bracket in the UK — with children as young as six able to navigate their way around digital technology as quickly as the average 45 year old.
Source: McCrindle Research
Described as the “first tribe of true digital native”, Generation Z covers those born around 1995 to present and has grown up with easy access to the internet, social media and emoji speak. Not only are Gen Z-ers the most tech literate generation, this cohort is also deemed the “holy grail of brands” according to Marketing Magazine, as they now make up a group around 2bn strong worldwide (23% of the population in the UK).
Members of Generation Z have some interesting characteristics which provide food for thought for brands looking to market to the consumers of tomorrow.
Common traits include:
- A sense of entrepreneurial spirit – Generation Z watched their older siblings struggle to find work and so they are focused on boosting their CVs by doing work experience or holiday jobs. Generation Z don’t plan to follow the same path as those who stuck to societal rules only to be drowned with debt in bleak jobs market. In fact, seven in ten Gen Z-ers want to start their own business and say they would rather save money than spend it
- They don’t just want to make money; they also want to make the world a better place. The generation that has grown up since 9/11 and through a recession spends a lot of time worrying: about world peace, global warming and the likelihood of parents losing their jobs
- Most of Gen Z are younger than Google and they are more tech-literate than adults in their mid forties. They don’t use texts and message one another using emoji. And as a result, Gen Z-ers have shorter attention spans (around eight seconds).
- Gen Z-ers are less narcissistic than the selfie-obsessed millenials (between the ages of 20 and 36) and 69 per cent would rather be cleverer than others than better looking.
- Due to Generation Z’s upbringing under the pessimism of Gen X parents, members of this cohort are resilient. Generation Z don’t need to feel special and have a sense of realism fed to them from a young age.
Just as Generation Z face a ‘Grave New World‘ as they grow up, brands and marketers, likewise, are entering a brave new world to build brand equity and trust with this group of true digital natives.
We are well into the knock out stages of the riveting 2014 World Cup. Not only have the games delivered, statistically, the most successful World Cup ever in terms of goal-scoring with 136 goals, the 48 action-packed matches at group stage was also one of the most talked about international sporting event on social media. According to Twitter, 300 million tweets have been sent to date compared with 150 million during the whole of the 2012 Olympics. It seems to be that everyone and anyone is sports pundit nowadays.
Of course with any major sporting event, how can we forget the epic efforts brands go to cash in on World Cup fever? The concept of branded entertainment is reaching new heights with brands adopting the traits of narrative constructs to convey powerful stories, as seen in the Beats and Nike short films – both non-sponsors of the World Cup. These days, the short 30 second branded/ product “advert” just won’t cut it to get the attention and kudos from today’s audience.
Here’s a personal selection of five of the best World Cup 2014 commercials:
Beats By Dre – The Game Before the Game
Nike – The Last Game
Nike Football – Winner Stays
McDonald’s – GOL!
Adidas – House match
For typography fans, The Times Newspaper commissioned this short film based on its renowned typeface Times New Roman, as part of the paper’s new ‘Unquiet Film Series‘.
The third instalment, in the collection of short films, celebrates one of the most recognisable typefaces of our time, albeit a “default, boring, robust, honest, classic, proud” font as described by those who star in the film.
A fascinating and splendid look at this famous typeface, which takes in both its historical and cultural relevance as well as current incarnations for the newspaper.
The video is part of nine short films, with four videos already released looking at:
- The Power of Words featuring leading Times’ columnists and writers
- Question Everything – a review of the paper’s investigative journalism
- Times New Roman – a new font is born
- Photojournalism – an exploration of The Sunday Times’ history of commissioning photojournalism
Catch the series here: www.foreverunique.co.uk