Trends are a moving target. They’re difficult to spot and even harder to get right. Any student marketing agency for youth marketing will want to keep up with what’s the new hip and exciting trends out there.
For the past 20 years, we’ve seen a lot of youth trends come and go (and come again), which is why we’re always on the lookout for the next big thing. Here’s our take on 2022’s hottest youth trends.
Representation
Representation matters and students agree. A survey was conducted by Voxburner’s US Youth Trends Report 2021. found that 87% of Gen Z consumers would support brands that represented them. A good example is Dove, which partnered with Getty Images and Girlgaze to create more inclusive images of women, girls, and non-binary people through their project #ShowUs Campaign. The important lesson here is that diversity needs to be authentic without window dressing by truly representing the company’s actions and values.
Going out is back in
Like bears stuck in pandemic isolation, students are slowly coming out of their party hibernation. That’s not to say that lockdown turned SA’s youth into hermits. House parties were definitely a thing, but students are looking for more than a Spotify playlist hooked up to a soundbar. Big events are back, baby.
But what will they look like? This question inspired Jägermeister to find and sponsor four creatives to conceptualise and spearhead a new direction in nightlife. Each was given an R50,000 license to bring their dream concept to life and help reignite the industry.5.
Twitch Streaming
Streaming on platforms like Twitch has seen a huge boost in popularity, especially since everyone was stuck at home during the lockdown. While many boomers (and even millennials) might find the idea of watching (and paying to see) someone else playing video games ridiculous, streaming is a massive time-sink for Gen Z consumers. It’s estimated that top streamers like Ninja are pocketing millions of dollars through their content, and that’s not counting their media and sponsorship deals.3.
Locally, brands like Telkom are taking advantage of Twitch through their VS Gaming league. Not only does this show that their brand is at the forefront of content and technology, but it also allows them to compete in a place not many brands are currently active.
Influencers
Influencers are gonna influence and have become part and parcel of most marketing strategies. However, Gen Z’s know their sh*t and will quickly spot a fake influencer campaign (Kendell Jenner and Pepsi, *cough-cough).
Brands need to prioritise influencers accordingly to fit instead of popularity. More importantly, they need to make sure that influencer partnerships swing both ways. Influencers are brands in and of themselves, so posts and partnerships need to benefit both. Good examples like Glen Biderman’s (@glenbidermanpam) take on the Tinder Swindler for Checkers60 come to mind.6.
The Metaverse
Everything is talking about the Metaverse right now. Even Facebook has gone as far as to change its Corporate name to Meta to show its commitment to making Meta mainstream. We’re still undecided on this one but some brands are taking note of McDonald’s, Zara, and countless more taking a stab. Should you be taking your brand to a virtual world right now? Maybe. Maybe not. But one thing is for sure: the Internet is changing so don’t write the Metaverse off just yet.
About Student Village
Student Village are a youth marketing agency. For over 20 years they have nurtured deep and direct connections with youth, enabling them to create and facilitate insight-driven and authentic student marketing for brands. Their services include youth insights, strategy and creative, digital and influencer marketing campaigns, and managing corporate bursary programmes – reaching youth where they live, work, learn and play.
They connect high school learners, university students and young professionals, with exciting career opportunities. This is your chance to take your life to the next level. Whether it’s through access to bursaries, work experience, social events, career knowledge and support, or just great merchandise – they have everything you need to create your future.
This article was published at https://studentvillage.co.za/from-the-village-youth-trends-2022/