How to Reach Centennials?

Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.

Thursday, December 17, 2020

Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.

The billboards placed in the busiest streets, sports broadcasts and traditional television programs, were until a few years ago, communication channels through which consumers could be effectively reached, however, the rules of the game have changed.

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According to a recent study by Bank of America (BofA), more than half of centennials, do not drink, do not drive and are immune to traditional advertising and television. This group of consumers is characterized by being born into a completely digital world. reviews that "... With the streaming of videos and music as the main source of entertainment for this generation, less than 25% recognize watching programmed television -of the millennials, born between 1981 and 1996, 45% consume television- and only 10% of them watch traditional sports, a key segment for pay television services. On the informative level, there is no good news for the traditional media either. Generation Z mainly uses social networks to consume news, not television, and they have switched from radio to podcasting."

Celestino González Fernandez, researcher and psychologist, explained that "... the fall of traditional advertising has two responsible parties: youtubers and influencers. The gurus and trend setters are on the network and give references about their tastes and preferences that industries take advantage of to reach the Z generation."

Centennials pay more attention to what an influencer uses and trades than to what a company sells through a TV commercial, social network publication or billboard, details the publication.

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