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The Anthologist

Thursday 30 April 2015

THE

GEN-Z

EFFECT

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Director, GTI

Simon Rogers

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Thursday 5 March

Is it time to make a more meaningful

connection?

Thursday 30 April

Gen Z effect

Thursday 25 June

Youth marketing

Thursday 17 September

Challenges when onboarding Millennials

Thursday 26 November

Conclusive research

2015 dates

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We want to hear from you via twitter

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How do we calculate our index?We ask students two questions:

1. How long do you think it will take

you to find your first graduate

job?

2. How many applications do you

think you’ll have to make?

We then use their answers to produce

our Confidence Index scores.

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The overall confidence of the UK’s students

100

The Confidence Index scale:

What does an ‘average’

confidence score mean?

Number of job

applications:

22Months to find

employment:

5

120

160

80

40

AVERAGE confidence

More confident than average

“I’ll get a job in five minutes.”

Less confident than average

“Help.”

The average score

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UK students’ confidence:

quarter 2

100(Identified as

an average

score)

Quarter 194(A drop of 6

percentage

points)

Quarter 2

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Confidence levels 2015: key demographic findings

939695

9494

2nd year

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Regional confidence

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Confidence analysis: social mobility

91

Lower Socio-Economic

96

Higher Socio-Economic

Privately educated

Did not receive means-

tested funding

Parents went to

university

State educated

Received means-tested funding

Parents did not go to

university

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The least confident, the most confident

All of this data has been taken from our quarter 2 findings.

We can cut the data in the Graduate Confidence Index by gender, ethnicity,

location, social profile, subject of study, year of study, and university.

Below, we have put together a few student profiles so that you can see how the

confidence score varies for each one:

Score: 102 Score: 98 Score: 93 Score: 88

MaleCambridge student

AsianPrivately educated

FemaleEnglish studentBlack/African/Caribbean

FemaleWhiteStudying Creative ArtsLower Socio-Economic

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provides our average confidence score

The trendence Graduate Barometer 2015

44,000

27,04023,045

Our biggest sample

ever:Our sample includes:

and more...

Diversity cuts

126 Universities

Gender cuts:

42% male

58% female

Social profile:

Privately educated

State educated

Ethnicity:

White

Asian

Black/African

/Caribbean

IT students

Specialist editions:

First Years

Penultimate Years

Finalists

Subject

of

study

Engineering students

Law students

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targetjobs.co.uk

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TARGETjobs database

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Revealed

TOMORROW

The Guardian

UK 300

rankings for

2015/16

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Today’s agenda

THE GEN-Z EFFECT

Welcome

Simon Rogers

The economic forecast

Declan Curry, Broadcaster, Business & Economics journalist

Adapting to Gen Z

Graeme Wright, Havas People, Strategy Director

Marketing to Gen Z

Stephen Isherwood, CEO, AGR

Communicating with Gen Z

Aled Haydn Jones, youth broadcaster and producer

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Declan Curry, Broadcaster,

Business & Economics journalist

THE ECONOMIC

FORECAST

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IMPORTANT DATE

7th MAY

GENERAL ELECTION

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REALLY IMPORTANT DATE

11th MAY

GREECE NEEDS NEXT BAILOUT PAYMENT

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GREECE: THE CRISIS RETURNS

• 11th May:

Eurozone finance ministers meet

Need to release €7.2bn payment

Want progress with Greece austerity plans

• 12th May:

Greece must pay IMF €750 million

• WATCH: ECB support for banks – VITAL !

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UK ECONOMY SINCE 2010

GROWTH (GDP):

TOTAL ECONOMY: up 7.8% since Q2 2010

PER HEAD: up 4.5% (NB more people!)

Recovery stalled 2011, stagnation 2012.

Revival only since 2013.

PER HEAD – GDP still LOWER than pre-recession

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UK ECONOMY SINCE 2010

NO export-led recovery.

Growth driven by consumer spending, biz invest

SERVICES: up 11% since Q2 2010

CONSTRUCTION: up 2%

MANUFACTURING: up 3%

IND PRODUCTION: DOWN 2% (Oil down 27%)

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UK ECONOMY SINCE 2010

JOBS

Record number of people in work.

= 30.94 million Oct ‘14-Jan ‘15

1.5 million new jobs since 2010.

Bulk of new jobs full-time.

11% rise in self-employment; much bigger than F/T

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UK ECONOMY SINCE 2010

Big falls in UNEMPLOYMENT

Peak unemployment: 8.5% - 2011

NOW: 5.7%

Youth unemployment: app. 19% peak (DC)

NOW: 16.2%

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UK ECONOMY SINCE 2010

Hard squeeze on living standards …

Prices rose faster than wages until late 2014 ….

INFLATION - average: +2.9%

- peak: +5.2% Sept ‘11

HOUSEHOLD INCOME: +1.8% ‘11-’14 (IFS)

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UK ECONOMY SINCE 2010

DEEPER IN DEBT …

New borrowing every year (Deficit, PSNB):

2010/11: £134.9 billion

2014/15: DROPS TO £90 billion (OBR fcst)

Total accumulated debt (Debt, PSND):

2010/11: £1,101 bn

2014/15: RISES TO £1,479 bn (OBR fcst)

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FUTURE PREDICTIONS

All OBR forecasts.

“Economic & Fiscal Outlook”, March 2015

GROWTH:

2015: +2.5%

2016: +2.3%

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FUTURE PREDICTIONS

JOBS:

2015: 31.1 million

2016: 31.4 million

UNEMPLOYMENT RATE:

2015: 5.3%

2016: 5.2%

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FUTURE PREDICTIONS

INFLATION:

2015: +0.2%

2016: +1.2%

AVERAGE EARNINGS:

2015: +2.3%

2016: +3.1%

Year of the pay rise …. and rising living standards

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FUTURE PREDICTIONS

NEW BORROWING (DEFICIT):

2015: £75 billion

2016: DROPS TO £39 billion

TOTAL DEBT:

2015 (cash): £1.53 TRILLION

2016 (cash): RISES £1.58 TRILLION

Falls from 80.2% to 79.8% of GDP as econ grows

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PROMISES, PROMISES

CONSERVATIVES:

• “Eliminate deficit” by end of Parliament

• No rise in rates for income tax, NIC, VAT

• No income tax <£12,500; 40% starts @ £50k

• Raise minimum wage to £8 by 2020

• Strike ballot reforms; publish gender pay gap

• £100bn infrastructure spending; rural broadband

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PROMISES, PROMISES

LABOUR:

• “Cut the deficit every year”

• No rise in income tax, NIC, VAT; 50p tax returns

• Ban on “exploitative” zero-hours contracts

• Raise minimum wage to more than £8 by Oct 19

• Freeze rail fares, energy prices

• “Cut then freeze” business rates

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PROMISES, PROMISES

LIBERAL DEMOCRATS:

• Eliminate structural deficit by 2017/18

• Starting point for income tax rises to £12,500

• Allow high-skilled migration for key sectors

• Transport & infrastructure investment

• Consult on zero-hours contracts

• Alternative lenders; target small biz for tax cuts

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PROMISES, PROMISES

UKIP:

• Leave the European Union

• “Australian-style” points system for migrants

• End immigration for unskilled jobs for 5 years

• £13,000 starting point income tax; new 30% rate

• Scrap HS2

• Support fracking; abolish green levies

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PROMISES, PROMISES

GREEN PARTY:

• Increase public spending to 50% GDP

• 60% top rate income tax; wealth tax on £3m+

• £10 minimum wage by 2020

• Highest wage no more than 10x lowest wage

• Re-nationalise the railways

• Ban fracking; shut coal power stns; new nuclear

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PROMISES, PROMISES

SCOTTISH NATIONALISTS:

• Greater devolution; full financial responsibility

• Powers on employment, min wage, biz taxes

• increase public spending by 0.5% per year

• 50p income tax back; mansion & bonus tax

• Stay in EU; opposes referendum

• More rights for foreign students to remain in Scot

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Stephen Isherwood, CEO, AGR

ADAPTING

TO GEN Z

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Highly connected

VISUAL

Smaller familiesOlder

parents

Recession formed

realists£ $

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Student life

• The student as

consumer

• Clear tasks

• Flexitime

• Quest for

perfection

• Peers

Employee life

• The employer as

consumer

• Ambiguous tasks

• Working week

• Quest for

efficiency

• Hierarchies

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Graeme Wright,

Strategy Director, Havas People

MARKETING

TO GEN Z

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The talent for being happy is

appreciating and liking what

you have, instead of what you

don't have.

Woody Allen

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Danger

“Asked what brands are cool,

these teens rattle off a list their

parents blank on. Mudd. Paris

Blues. In Vitro. Cement. What’s

over?

Now, the names are familiar:

Levi’s. Converse. Nike. ‘They just

went out of style,’ shrugs Lori

Silverman, 13, of Oyster Bay, N.Y.”

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Levi’s – 1980s

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Levi’s – 2014

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Generation Z – some firsts

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Global outlook

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Positive attitude to brands

Young people want to be

able to rely on brands to

make their lives better and

to help them stand out

from the crowd. It’s a

relationship built on mutual

interests and trust.

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The first generation not to notice diversity

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Connected

Over half of 16-22 year olds surveyed would rather give up

their sense of smell than an essential piece of tech

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The worried generation: ‘First

generation worse off than their parents’

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Marketing implications

Think ‘snackable’ content Be shareable Speed up

Be honest Be visual Be human

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Campus implications

Stand out (be interesting) Add value Care

Be honest Be there Be human

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Brand implications

It’s no longer

sufficient to provide

careers for young

people; brands must

be partners in

building lifestyles

and developing

personas

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Messaging implications – 4 key messages

Happiness;

Meaning;

Employability;

Entrepreneurialism

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Won’t everything be the same?

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Happiness

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Happiness

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‘Entrepreneurial mind-set’

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“My biggest question is this: I see a lot of very young, entrepreneurial, talented people who are much more likely than previous generations to want to go out on their own, to create their own business. What keeps them long-term engaged and motivated to stay in a large corporation?”

Belinda Lang

“They’re looking for a culture where they can be close to the product itself, where they will have an impact. They want a very good learning environment for themselves… they ask ‘what is the type of work I’m going to be doing? Will it be mentally challenging?’”

Tomer Kagan explains why ambitious people often want to work for start-ups instead of big companies

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The rise of the entrepreneur

• Trust levels in big business at an all time low –80% of 16-34s don’t want to work for big corps

• 70% would like to set up their own business –even higher in BRIC countries

• In 2010, 5% of under 30s were entrepreneurs –now it is 10%

Source: Global Entrepreneur Monitor 2012 & Deloitte Entrepreneurship study, 2013

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What we can learn from TOWIE

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Employability and career planning

Sudhamshu HebbarBy: Sudhamshu Hebbar

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Meaning

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“Do you want to spend the rest of your life

selling sugared water, or do you want to

change the world?”

Steve Jobs to John Sculley

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Meaning

• Have a conscience – 48% care about helping poor and

sick, 80% support same sex marriage

• Intend to change the world – determined to ‘make a

difference’, 26% currently volunteering

• Want to play a hands on role on change

• Believe change can and should come from anyone

anywhere

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76% think ‘Progress is not about consuming

more but consuming better’

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Aled Haydn Jones, Broadcaster

COMMUNICATING

WITH GEN Z

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Next event

Thursday 25 June