Our team recently headed into Brooklyn for the 2016 Youth Marketing Strategies Conference. It was an action-packed two days filled with over 30 sessions and 50 speakers from marketing powerhouses such as Pandora, YouTube, Social Chain, Onion, Inc., and many more.

The conference, aimed at bringing together the best minds, top brands, and edgiest agencies involved in youth marketing, had a primary focus on marketing to Millennials (cmurrent ages 19-35) and Generation Z (approximate current ages 6-18). As the first two generations to really be brought up with unlimited access to the technologies we have today (such as social media, search engines, and smart phones), it’s no wonder marketing to them is vastly different than we would to the generations that came before.

Needless to say, we came back totally inspired, and with new insights on how brands can appeal to these younger generations. Here are just a few of our takeaways from our experience at YMS16:

The PCG team has been at the Youth Marketing Strategies Conference in Brooklyn, NY the past two days! They’re learning how to prep your dealership’s digital marketing for Generation Z. #genZ #YMS16 #digitalmarketing #spreadloveitsthebrooklynway

A photo posted by PCG Companies (@pcgdigital) on Sep 22, 2016 at 6:07am PDT

What characteristics should marketers consider when targeting Millennials and Gen Z?

Gina Orlando, Marketing Manager at PCG: Millennials and Gen Z are the “experience generation.” They are not as easily sold on material things as past generations were; they are more likely to invest in something that can give them a new type of experience. For example, when marketing to this audience, don’t try to sell them on owning a Jeep—help them to imagine the road trip they could take in that Jeep.

Laura Bonawits, Digital Marketing Specialist at PCG: Millennials and Gen Z know advertising when they see it and are wired to tune it out. To reach this audience, businesses need to focus on attention, emotion, and action. You need to show that you know them, reach them in moments that resonate, and inspire action.

Denise Casagrande, Social Media Manager at PCG: Millennials and Gen Z want instant gratification when it comes to shopping online, which is why chat bots and chat options work great with them. They want to know everything there is to know about a product as soon as they see it (and they don’t want to call you). One piece of advice I can offer to our automotive clients is to start prepping for teens to come into the market now. Most teens are their most active selves on Snapchat, a platform that allows them to use videos, visuals, and chats to communicate. Start a Snapchat strategy ASAP, this way when teens are in-market at 17-20 years old, you’ll be comfortable with the platform and know how to leverage it in your marketing strategy.

Did you notice any recurring themes at this year’s conference?

Gina: One of the biggest themes of the conference was authenticity. Millennials and Gen Z are looking to support brands that show their human side. For example, Aerie (a sleep, swim, and lingerie subdivision of American Eagle) stopped photoshopping their models in all of their advertising, and their sales skyrocketed by 20% with their #AerieReal campaign. The younger generations aren’t looking for perfection, they’re looking for authentic brand voices that truly represent them.

Laura: Going off of authenticity, millennials connect with brands that share their values, and this is an audience that is more environmentally and socially conscious than previous generations. They’re more likely to pay for products that are sustainable than just luxurious. Think TOMs shoes, Seventh Generation cleaning products, and auto brands that have stepped up their game in fuel efficiency, such as Mazda, Subaru, and more.

Denise: 78% of millennials want an experience. They are a #DIFTP (“Do It for the Photo”) generation who want their experience to stand out and be different. Give them the experience they want, and deserve. Make their shopping experience memorable enough so that they indeed #DIFTP

What is one takeaway that stuck with you most?

Gina: One thing that really stuck out to me is how Gen Z isn’t afraid to fail. For past generations, the motto was “failure isn’t an option,” but for the new generation, it is an option. To Gen Z, they would rather try new things, fail, and learn, than be perfect. I think that is a great mentality for marketers and advertisers to adopt. Trying a new, outside-the-box idea may not work at times, but that kind of approach could also be very rewarding for your brand. You never know until you try!

Laura: People are becoming more like brands, and brands are becoming more like people. Rather than turning to celebrity endorsements, brands are reaching their audience through social influencers—average, real people with massive social media followings. And to bring up authenticity just one more time, brands that pull down the curtain, show off their real team members or actual customers using their products, have a better chance of earning these generations’ attention.

Denise: Millennials and Gen Z don’t have as strict brand loyalty towards products as older generations do. They are constantly looking for the next best thing, and are heavily influenced by their peers. What if brands stopped driving you crazy, and started driving your passion? Simply listen to what the younger audiences want, and don’t fight it. This is where we start to learn about cCommerce (conversational commerce). On average a person sees 362 ads a day. What if we took the “buy me” out of our marketing game, and instead kept the social in social media, engaged with our followers, and listened to their wants and needs?

About the Author

Gina Orlando is the Marketing Manager at PCG and is passionate about learning new things and keeping up with the latest marketing, social media, and pop culture trends. In her spare time, she enjoys listening to country music, online shopping, and anything chocolate.