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Jessica Lei, Samantha Giuglianotti, Mark Choi,
Tia Cannady, Karolina Fragista
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Problem &
Objectives
SWOT Analysis
Survey Methodology
Data
Recommendations
Agenda
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How do we motivate Gen Z to work for GEICO?
Determine what type of feedback Gen Z prefers and how often they want to receive it
Identify the type of work environment Gen Z prefers to work in
Problem:
Objective 1:
Objective 2:
Objective 3:
Determine what methods would be most effective in raising employer brand awareness to Gen Z
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Strengths
Weaknesses
Opportunities
Threats
by insurance companies
SWOT ANALYSIS
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Who is Generation Z?
Born in 1995-2010
Tech-oriented
Covers 25% of the United States population
Source: Teen disciples, n/a
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Data was analyzed using Qualtrics Survey Software Reports
244 people participated in our survey
Survey Methodology
Survey was published and distributed on Amazon Mechanical Turk
Created our survey using Qualtrics Survey Software
Survey Demographics
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Location
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Most Of Gen Z Respondents Have Received Or Pursuing A Bachelor’s Degree
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Most Of Gen Z Respondents Work Full-Time
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Determine what methods would be most effective in raising employer brand awareness to Generation Z.
Objective
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Most Of Gen Z Spends 3-4 Hours On The Internet per Day
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Gen Z’s Most Used Social Media Platforms
Are Facebook & Youtube
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Source: HubSpot Content Trends Survey, Q3 2017
Gen Z Wants To See More Content In Video Form
Gen Z Prefers Visual Content Over Written Content
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81%
Source: Proggio: Top Trends In Social Media 2019: Generation Z. May 18, 2018
Of Generation Z report watching at least one hour of video content per day
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Beauty Content Is The Mostly Watched Content On Youtube By Females
Source: Digiday 2015
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Soccer, Basketball & Video Games Are Mostly Watched On Youtube By Males
Source: Digiday 2015
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More Gen Z Females Than Males Watch Beauty & Style Channels On Youtube
Source: Digiday 2015
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Viewership of Pets & Animal Channels On Youtube is Very Close Based on Gender
Source: Digiday 2015
Examples Of Youtube Channels For Females Audiences
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Source: Socialblade
Channel
Category
Skin and Nail Care
Weight Loss
East Asian Music
Pop Music
Makeup and Cosmetics
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Examples Of Youtube Channels For Male Audiences
Source: Socialblade
Category
Channel
Nintendo
Sony Playstation
Bodybuilding
Shooter Games
Basketball
Xbox
Soccer
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Examples Of Youtube Channels for
Both Genders
Source: Socialblade
Pets and Animal channels are extremely popular for both males and females
Category
Channel
Animal Videos
Pet Videos
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Recommendations
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How to Utilize
CONNECT WITH THE WORLD
BRAND AWARENESS
AUDIO VISUAL CONNECT
GROW CONSIDERATION
AND INTEREST
DRIVE ACTION
CATERS TO THE LEAD GENERATION
Source: YouTube Advertising
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Creating Our Advertisement
Source: YouTube Advertising
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We Can Segment Our Advertisement to Specific Locations
Source: YouTube Advertising
Target Just Generation Z
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Source: YouTube Advertising
Budget
Source: YouTube Advertising
Weekly Total:
$140
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Identify the type of lifestyle that Generation Z prefers in order to provide an office environment that would most likely influence them to work for GEICO.
Objective 2
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Secondary Research
Source: International Journal on Lifelong Education and Leadership, 2018
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Most Of Gen Z Believes Office
Environment Is Important
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Source: Marketing Charts, 2015
Exercise Is Among The Top 5 Extracurricular Activities For Gen Z
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The Majority Of Gen Z Exercises
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It Is Important For Gen Z To Have a Fitness Center At Work
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Recommendation
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Source: Cambridge University Press, 1998
Bright Light
(2500-4000 lx)
Ordinary (400-600 lx)
Placebo
(supervised relaxation exercise)
Exercising in Bright and Regular Conditions
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Colors And How They Affect Us
Source: Texas Tech University Libraries, 1994
Taylor and Francis Online, 1995
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Not Enough Time To Exercise?
For Gen Z, “Exercise is focused on stress management, mental wellbeing and a balanced, holistic lifestyle … They connect body and mind and like them to work harmoniously to create an altogether sense of wellbeing and health. Breaking the mold and offering Meditation as a class, or an “add-on” to other classes could be a potential win”
Source: Alpha Graphics, 2018
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22% of Baby Boomers
37% of Generation Z
26% of
Generation X
Reports Of Receiving Help Or Treatment For Mental Health
35% of Millennials
Source: CNN, 2018
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12%
22%
43%
Generation Z Drinks More Water Compared To Other Beverages
Source: Beverage Marketing Corporation/ Fluent 2016 Research, March 15-17 2016
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Generation Z
Forecast Percentage Change in Fresh Food Consumption 2018 vs. 2013
+11.1%
Gen Z’s Fresh Food Consumption Has Increased
Source: The NPD Group/ National Eating Trends, 2018
Generation Z
Population Percentage Change
2018 vs. 2013
+2%
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Generation Z Is More Willing To Pay Premium For Healthier Foods
Source: Nielsen Global and Wellness Report, January 2015
Willing To Pay Premium
Gen Z
31%
Millennials
29%
Gen X
26%
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Gen Z Prefers Minimal Meal Preparation
Generation Z
Prepares Food without an appliance
58%
Generation X
Millenial’s
Prepares food without an appliance
47%
Source: The NPD Group/ National Eating Trends, May 2017
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Recommendation
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Geico provides many different programs that prospective employees may not be aware of.
Create Flyers With All Health Programs
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Determine what type of feedback does Generation Z prefer and how often do they want to receive it.
Objective 3
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Secondary Research
Source: ijlel, 2017
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Gen Z Prefers To
Receive Weekly Feedback
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Gen Z Prefers To Receive Feedback In Person
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Recommendation
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Works Cited
Diaz, A. (2018, October 30). Generation Z reported the most mental health problems. Retrieved from https://www.cnn.com/2018/10/30/health/generation-z-stress-report-trnd/index.html
Fodor, M., & Jaeckel, K. (2017). What does it take to have a successful career through the eyes of generation z - based
on the results of a primary qualitative research. International Journal on Lifelong Education and Leadership,4, 1-7.Retrieved October 10, 2018 http://ijlel.com/index.php/journal/article/view/32/30
Hemphill, Michael. (1995, July 10). A Note on Adults' Color–Emotion Associations. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/00221325.1996.9914865
Jacobs, S. (2016, May 2). Gen Zs Thirst for Healthier Choices in Beverage Consumption. Retrieved December 17, 2018, from https://www.beveragemarketing.com/news-detail.asp?id=385
Martinez, & Luz, B. D. (1994, May 01). A health club center, San Antonio, Texas. Retrieved from https://ttu-ir.tdl.org/handle/2346/18305
“Nielsen-Gen-Z-Top-Spare-Time-Activities-Dec2015.” Marketing Charts,
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Works Cited
Nielsen. (2015, January). We are what we eat: Healthy eating trends around the world. Retrieved December 7, 2018, from https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf
Partenen, T., Leppamaki, S., & Lonnqvist, J. (1998, November 01). Randomized trial of physical exercise alone or combined with bright light on mood and health-related quality of life | Psychological Medicine. Retrieved from https://www.cambridge.org/core/journals/psychological-medicine/article/randomized-trial-of-physical-exercise-alone-or-combined-with-bright-light-on-mood-and-healthrelated-quality-of-life/B08407047FAF7F032A7E0731FB1E0BB1#fndtn-information
Portalatin, D. (2018, January 26). The Evolution of Eating. Retrieved December 5, 2018, from https://www.fmi.org/docs/default-source/midwinter-2018/the-evolution-of-eating_david-portalatin.pdf?sfvrsn=e959796e_0
Strauss, W., & Howe, N. Generation Z. Retrieved October 10, 2018, from
http://www.teendisciples.org/generation-z.docx
The NPD Group, Inc. (2014). Where is Fresh Headed? An excerpt from the Future of Eating Report. Retrieved December 15, 2018, from https://www.npd.com/lps/pdf/NPDFOEOfferFresh.pdf
West, Kim. (2018, March 21). How to Market Fitness based on how Gen X, Y and Z choose their gym. Retrieved from https://www.agnortheast.com/blog/hospitality/market-fitness-based-gen-x-y-z-choose-gym/
Thank You!
Any questions?
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