GENETICALLY WIRED TO TRENDSPOT? HOSTED BY LEITH #trendspotting
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CLAIRE WOOD LEITH
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GAVIN BELL BLUE CLIFF MEDIA
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Marketing Society Trendspotting GAVIN BELL
It’s not about you
Don’t get romantic
Analyse your own consumer behaviour
Immerse yourself in the world of content and creators
Thank you
gav@bluecliffmedia.com bluecliffmedia.com/blueprint
CHARLOTTE GROSS NTS
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Charlotte Gross – Director of Audience and Media
Why young people? • Genetically wired to trend spot • Early adopters • Apprenticeship model • Futureproof
Young people as creators
Young people as audience
Young people as collaborators and disruptors • Youth Project Team • Trainee Digital Associate • Creative trainee
Young people as leaders
What we have learnt so far • No double guessing • Different levels of young • They are the NOW
Thanks.
CHRISTIE WARREN LEITH
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29.05.18
DIGITALLY WIRED FROM CHILDHOOD CHRISTIE WARREN
DEFINING ‘YOUNG PEOPLE’ Millennials: early 1980s – mid 1990s Gen Z: mid 1990s – mid 2000s Hybrid Generation – those who feel they don’t belong to either
OUR CHILDHOOD Shaped by two major phenomena > The digital revolution > The global recession What was the lesson? > adapt with new technology and be very proficient with it > how to get value for our money – want more than just a brand or product we want an experience
OUR CHILDHOOD
SO WHAT DOES CHILDHOOD HAVE TO DO WITH ANYTHING? OUR VALUES
HYPER-CONNECTION
EASE AND IMMEDIACY
UNIQUENESS AND SELFEXPRESSION
FINANCIAL REALISM
SEARCH FOR EXPERIENCES
HEALTH
CORPORATE SOCIAL RESPONSIBILITY (CSR)
QUESTION: ARE ‘YOUNG PEOPLE’ THE TRENDSETTERS OR ARE THEY JUST QUICK TO PICK UP ON THEM? ANSWER: IT’S BOTH
FROM A MILLENNIAL IN THE MARKETING WORLD THANK YOU FOR LISTENING
Leith 86/2 Commercial Quay Commercial Street Edinburgh EH6 6LX 0131 561 8600 leith.co.uk
GREGOR URQUHART
SCOTTISH GOVERNMENT
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GREGOR URQUHART HEAD OF SMARTER & FAIRER MARKETING SCOTTISH GOVERNMENT
@gregorurq gregor.urquhart@gov.scot
aim to inspire Scotland through its young people, celebrating their achievements, valuing their contribution to communities and creating new opportunities for them to shine locally, nationally and globally
objectives Ø Provide a platform for young people to have their views heard and acted upon Ø Showcase the amazing talents of young people through events and media Ø Develop better understanding, co-operation and respect between generations Ø Recognise the impact of teachers, youth workers and other supporting adults on young people’s lives Ø Provide opportunities for young people to express themselves through culture, sport and other activities
Six Themes culture
participation
education
health
enterprise & regeneration
equality & discrimination
Challenging perceptions through storytelling
year (so far) in numbers • 500 YoYP 2018 Ambassadors • 2,000 young people involved in co-designing of the events programme (target = 200) • 60 (and counting) funded events taking place across the county • #YOYP2018 hashtag used over 20,000 times • PR reach of more than 10 million
young person
young people
GREGOR URQUHART HEAD OF SMARTER & FAIRER MARKETING SCOTTISH GOVERNMENT
@gregorurq gregor.urquhart@gov.scot
PANEL DISCUSSION + QUESTIONS
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INDUSTRY INSIGHTS When: 7 June 5-7pm Where: Deloitte Digital, Edinburgh It’s time to “work the way we live” The best investment you can make is an investment in your people. Hear how DD along with Apple are changing the way we work. SPEAKERS: Gareth Edwards & Debbi McLean - Joint Principals, Deloitte Digital Scotland Ilicco Elia - UK Head of Mobile, Deloitte Digital UK Places are free to members
Sponsored by
INSPIRING DIVERSITY IN MARKETING When: 14 June 2018 4-6pm Where: CCA, Glasgow Chaired by Fiona Burton, Client Partner at Leith, our speakers include: • Alaba Okuyiga from enei (the Employers Network for Equality & Inclusion) who will give a taster session on unconscious bias • Tanya Castell, CEO of Changing the Chemistry, an organisation which promotes diversity of thought Tickets available from £25 +VAT. Free to corporate members.
Sponsored by
21 J COR UNE EDI N EXCH N BU ANG RG E, H
The awards that recognise good stories, well told. Book your tickets now at: starawards.marketingsociety.com
NOW… DRINKS
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