2018 Conference Highlight: Connecting the Dots with the State of Youth Culture
Presentation by Clint! Runge – Managing Director, Archrival
Summary by Katie Purcell, Florida FWC
Clint! Runge’s unique name listed on the program helped set the stage for his Day 2 keynote presentation. A dynamic speaker with a wealth of information about generational cultures and mindsets, he clearly has a passion for sharing this info and applying it to youth-targeted marketing. He does this as the managing director for Archrival – a creative agency with an expertise in youth culture.
During his one-hour conference presentation, Clint! efficiently flew through loads of information as audience members feverishly jotted down key points and snapped pictures of his captivating visual aids.
The main takeaway for those of us who work in communications for state agencies was that the culture, values and interests of youth change from generation to generation. If we want to be relevant and reach these people, we need to change our messages and tactics.
Clint! focused on “Generation Z,” who are the current youth in our country. They are individuals born between 1995 and 2009 and are currently ages 9 to 23.They have been molded by the following:
- Widespread, commonplace use of technology and social media from the time they were born;
- Instant access to information via Google, etc., rather than asking an expert, waiting to learn more in a textbook, etc.;
- Instant news access providing firsthand accounts of world events, including tragedy and catastrophe;
- Being raised by parents from Generation X who strive to show success through consistency, material things and structure.
People in Generation Z generally have the following characteristics:
- They grew up faster than their parents and grandparents;
- They have a broader world view since they were exposed to more sooner;
- They tend to believe they can solve problems through their ingenuity, independence, creativity and boldness, whereas former generations chose to either conform or rebel for the sake of rebellion;
- They find acceptance and support via online communities;
- They see the bright side of the world; they believe the world is worth saving and that they can do it;
- They are attracted to brands and companies that are unknown, unique;
- They reject things that are “mainstream;”
- They either drop out of sports or focus intently on one particular sport, rather than being involved in a wide variety;
- They have less trust in formal organizations and government, and they value information from their peers and other experts just as highly.
This information is vital to messaging at our respective agencies as we all seek to reach Generation Z and speak to them in a way they will understand and accept. It seems we are all left with the challenge of tying the idea of support for our agency/state to the idea of support for the world. Perhaps we can find ways to embrace this era of technological obsession and incorporate it into our efforts to get youth outdoors. Are you up for the challenge?
You can view his presentation via Facebook!
You must be logged in to post a comment.