An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
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An Army of “Novice” Marketers
Here Comes Gen Z
March 8, 2022
© 2022 Borrell Inc. ALL RIGHTS RESERVED
• Born between 1995 – 2010
• 22% of the adult population
• Currently, 12-27 years old
Defining
Gen Z
Amanda Gorman Billie Eilish
23 20
David Hogg Greta Thunberg
21 19
© 2022 Borrell Inc. ALL RIGHTS RESERVED
• Currently, 12-27 years old
Defining
Gen Z
By 2032
They will be 22-37 years old
© 2022 Borrell Inc. ALL RIGHTS RESERVED
What makes a “generation” anyway?
Life Stage Current Conditions
Cohort Experiences
© 2022 Borrell Inc. ALL RIGHTS RESERVED
What makes a “generation” anyway?
MARKERS
Deepwater Horizon Oil Spill
Smart Phones/Mobile First
Terrorism and War
Text Messaging
Election of Barack Obama
Corporate Social Responsibility
COVID-19 Shared Family Responsibilities
Great Recession
Volunteerism Social Networking
Gun Violence
Arab Spring Democracy Movements
Gender Equality
YouTube
Climate Change
Always Wired Connectivity
TikTok Election of Donald Trump
© 2022 Borrell Inc. ALL RIGHTS RESERVED
© 2022 Borrell Inc. ALL RIGHTS RESERVED
© 2022 Borrell Inc. ALL RIGHTS RESERVED
Major Events for Gen Z
9/11 Election of Barack Obama
They don’t remember it Equality advancement
2008 Recession YouTube Growth
Saw what it did to families All things start here
School shootings COVID 19
Part of growing up Changed plans for young adults
Smartphones & Technology
Plays a crucial role
© 2022 Borrell Inc. ALL RIGHTS RESERVED
• Toggle effortlessly between
offline & online
Gen Z & • Want to know something? Go
Education to YouTube
• Most ALWAYS have had
connected devices
• “Addiction to Technology” has
its positives
© 2022 Borrell Inc. ALL RIGHTS RESERVED
Social Media Platforms used to Research Products
YouTube 47%
Instagram 29%
Facebook 21%
Tik Tok 17%
Pinterest 6%
© 2022 Borrell Inc. ALL RIGHTS RESERVEDMost trusted source for product recommendations
Family 34%
Friends 31%
Influencers/Creators I Follow 11%
Online Forums 7%
None 7%
© 2022 Borrell Inc. ALL RIGHTS RESERVED• Much more financially savvy
• 35% will start saving for
Gen Z & retirement in their 20’s
Money • 10% already are saving for
retirement
• Too young to invest in Crypto;
watching Millennials
• VenMo is currency of Gen Z
• Yes to college; no to debt
© 2022 Borrell Inc. ALL RIGHTS RESERVEDWhere does Gen Z get their money from?
Money from parents or family members 38%
Part-time job 24%
Side-gig 23%
Earned allowance 22%
Full-time job 20%
Allowance 19%
Less than part time job (< 20 hours per week) 15%
Self-employed/Own business 9%
© 2022 Borrell Inc. ALL RIGHTS RESERVEDGen Z & • Grew up connected to more people
Community • Community means something
different
• What is “local” to a Gen Z?
• Sense of collaboration
• Leads to more equality
© 2022 Borrell Inc. ALL RIGHTS RESERVEDINCLUSION
Every generation fought for it…..
But Gen Z naturally expects it
Which leads to…
© 2022 Borrell Inc. ALL RIGHTS RESERVEDCOLLABORATION
Everyone has a voice
All voices are equal
But…
© 2022 Borrell Inc. ALL RIGHTS RESERVEDEntertained by:
• Sitcoms
• Movies
• Playing D&D
© 2022 Borrell Inc. ALL RIGHTS RESERVEDGen Z is Surrounded by “Reality” Shows
Renovation Rescue (Australia) The Voice (2011) (US)
Model Behaviour (2001–2002) (UK)
#1 Single (2006) Brandy & Ray J: A Family Business (2010) Emergency Vets (1998) Idea to Industry (2014) (Nigeria) Restoration (2003) (UK) The Amazing Race (2001) The Voice (many countries) (2010)
Model Flat (Fashion TV, 2002)
#BlackLove (2015) Branson Famous (2014) Endurance (2002) (US) Idol Rich Girls (2003) The Anna Nicole Show (2002) The World's Funniest!(1997)
Momma's Boys (2008)
$25 Million Dollar Hoax (2004) Brat Camp (2005) Escape Club (2014) I'm a Celebrity... Get Me Out of Here! (2002) (UK) Rich Kids of Beverly Hills (2014) The Apprentice (2004) The X Factor (2004) (UK)
Monster Garage (2002) (US)
*NSYNC: The Best Life Ever (2003) Braxton Family Values (2011) Escape the Night (2016) I'm a Celebrity... US version (US) Road Rules (1994) The Apprentice (2004–2007, US, NBC) The X Factor (2011) (North America)
Monster House (2003) (US)
[V] Lovenet (2010) Breaking Amish (2012) Estoy por tí (Spain) I'm Famous and Frightened! (2004) (UK) Rob & Big (2006) The Ashlee Simpson Show (2004) There's Something About Miriam(2004)
Monster House (2008) (Australia)
100 Hours (2002) (New Zealand) Breaking Amish: Brave New World (2013) Ex on the Beach (2014) (UK) Impractical Jokers Rob & Chyna (2016) The Assistant (2004) This Is Hot 97 (2014)
Moolah Beach (2001)
12 Corazones (2006) Breaking Greenville (2015) Ex on the Beach (2018) (US) Infamous (2004, E!) Rock of Love with Bret Michaels (2007) The Bachelor Canada (Fall 2012) This Is Your Life (1952) (US)
More to Love (2009)
13: Fear Is Real (2009) (US) Bridalplasty (2010) Excused (2011) Infinite Challenge (2005) (Korea) Rock of Love: Charm School (2008) (US) The Bachelor Presents: Listen to Your Heart (2020) This Old House (1979) (USA)
Mr. Personality (2003)
19 Kids and Counting (2008) Bring It! (2014) Expedition Impossible (2011) (US) Intervention (US) Rock Star INXS (2005) The Bachelor (2002) Three Wishes (2005) (US)
Mrs. Eastwood & Company (2012)
2000s premieres[edit] Bringing Up Bates (2015) Expedition Robinson (1997) Invasion Iowa (2005) Rock Star: Supernova (2006) The Bachelor (2003) (UK) Three's a Crowd (2003) (UK)
MTV Splitsvilla (2007) (India)
2010s premieres[edit] Britain's Got Talent (2007) (UK) Extraordinary people[edit] Iron brides (2009) Room Raiders (2003) The Bachelorette (2003) Thrill of a Lifetime (1982–88 & 2002) (Canada & USA)
MTV's Made (2002)
30 Days (2005) Britain's Next Top Model Extreme Celebrity Detox (2005) (UK) Jamie Oliver's Food Revolution (2010–2011) Royco Fuata Flava (2014) (Kenya) The Bad Girls Club (2006) Throttle Junkies TV (2010)
MTV's The 70s House (2005)
3AM (2015) Britain's Worst Celebrity Driver (2005) (UK) Ex-treme Dating(2002) Jamie's Kitchen (2003) Run's House (2005) The Band-Josie 7(2000) (Australia) Tia & Tamera (2011)
Murder in Small Town X (2001)
8th & Ocean (2006) Britney and Kevin: Chaotic (2005) Extreme Makeover (2002) Jared & Miley (2015) RuPaul's Drag Race (2009) The Benefactor (2004) 'Til Death Do Us Part: Carmen and Dave (2004)
My Big Fat Obnoxious Boss (2004)
A Makeover Story (US) (2000) Bromans (2017) (UK) Extreme Makeover: Home Edition (2003) Jersey Shore (2009) Save My Life: Boston Trauma (2015) The Biggest Loser (2004) (US) Tim Conway's Funny America (1990)
My Big Fat Obnoxious Fiance (2004)
A Shot at Love with Tila Tequila(2007) Brynne: My Bedazzled Life (2012) (Australia) Extreme Weight Loss (2011) Jerseylicious (2010) Saw Dogs (2012) The Block (2002) (Australia) TNA British Boot Camp (2013) (United Kingdom)
My Big Fat Obnoxious Fiance (2004)
Actuality TV's Casting Call (2005) (US) Bug Juice (1998) Face Off (2011) (US) Jhalak Dikhhla Jaa Reloaded (2015) (India) Say Yes to the Dress (2007) The Casino (2004) Toddlers & Tiaras (2009)
My Fair Brady (2005)
Adventures in Hollyhood – Three Six Mafia (2006) Bullrun (2007) Fáilte Towers (2008, Ireland) Jockeys (2009) (US; Animal Planet) Say Yes to the Dress: Atlanta (2010) The Challenge (formerly known as Real World/Road Tommy Lee Goes to College (2005)
My Kid's a Star (2008) Rules Challenge) (1998)
Afghan Star (2005) (Afghanistan) Can You Be a Porn Star? (2004) Faking It (2001) (UK; remade in US in 2003) Joe Millionaire (2003) Say Yes to the Dress: Bridesmaids (2011) Too Hot to Handle (2020)
My Life As A College Student (2015–17)
African Inventors & Innovators TV Program (2009–2014) Can You Beat the Professor (2014) (US) Faking the Video (2004) Joe Schmo 2 (2004) Say Yes to the Dress: Randy Knows Best (2011) The Challenge: Champs vs. Pros (2017) (US) Tool Academy (2009) (US)
(Nigeria) My Restaurant Rules (2004) (Australia)
Canada's Next Top Model Fame Academy (2002) (2003) (UK) Just Dance (2010) (India) Scare Tactics (2003) The Challenge: Champs vs. Stars (2017) (US) Top Chef (2006)
My Transsexual Summer (2011)
Age of Love (2007) Canadian Idol (2002) Fame Asylum (2006) Just for Laughs: Gags (Canada) Scariest Places on Earth (2001) The Circle (2018) (UK) Top Model
Nach Baliye 7(2015) (India)
Ainori (あいのり) (1999) (Japan) Candid Camera (1948) Fame in the Family (2013) Just the Two of Us (2006) (UK) Schwarzwaldhaus 1902 (Blackforest House 1902) (2002) The Circle (2020) (US) Top Model Ghana
Nanny 911 (2004)
Airline Cannonball Run 2001 (2001) Family Bonds (2004–2005) K. Michelle: My Life (2014) (Germany) The City (2008) Top Shot (2010) (North America)
Nashville Star (2003)
Airline (UK; ITV's imitation of Airport) Capture (2013) (US) Family Plots (2004) (US; A&E Network) Kate Plus 8(2007) Scream Queens (2008) The Code Room (2004) Total Bellas (2016)
Neruton Benikujiradan (ねるとん紅鯨団) (1987) (Japan)
Airport (1996) (UK; BBC) Cassadee Pope: Frame by Frame (2013) Fantasies fulfilled[edit] Kathy Griffin: My Life on the D-List (2005) Search for a Supermodel (Australia) (2000) The Colony (2005) (Australia) Total Divas (2013)
New York Goes to Hollywood (2008)
American Casino (2004) Castaway 2000 (2000) (UK) Farmer Wants a Wife (2001) (UK) Keeping Up with the Kardashians (2007) Search for the Star in a Million (2003) The Colony (2009) (US; Discovery) Totally Hidden Video (1991)
New York Goes to Work (2009)
American Chopper (2003) Celebrity Apprentice (2008) Fat March (2007) (US) Khloé & Lamar (2011) Seducing Cindy (2010) The Complex: Malibu (2004) (US) Totally Scott-Lee (2005) (UK)
Newlyweds: Nick and Jessica (2003)
American Grit (2016) Celebrity Bainisteoir (2008, Ireland) Fear Factor (2001) Kid Nation (2007) (US) Sex Change Hospital (2007) The Contender (2004) Tough Love (2008)
Next Action Star (2004)
American Hot Rod (2004) Celebrity Big Brother (2017) (US) Filmstjerne (2005) (Norway) Kimora: Life in the Fab Lane (2007) Shalom in the Home (2006-2007) (US) The Convent (2006) (UK) Town Haul (2004) (TLC, US)
Next (2005)
American Idol (2002) Celebrity Big Brother (UK) Filthy Rich: Cattle Drive (2005) King of Cars (2006) Shark Tank (2009) The Crocodile Hunter (1996) Trading Spaces: Home Free (2004)
No Opportunity Wasted (2004)
American Inventor (2006) (ABC) Celebrity Farm (2003) Financial transactions and appraisals[edit] King of the Nerds (2013) (US) Shattered (2004) (UK) The Cuts Indonesia (2017) (Indonesia) Trading Spouses (2004) (US)
NY Med (2012)
American Juniors (2003) Celebrity Fit Club (2002) (UK) Fire Me...Please (2005) Kings of Comedy (2004) (UK) Shiawase Kazoku Keikaku (しあわせ家族計画) (1997) The Dating Game (1965) Transamerican Love Story (2008)
NYC Prep (2009) (Japan)
American Pickers (2010) (North America) Celebrity Love Island (2005) (UK) Five Go Dating (2001) (UK) Kitchen Nightmares (2007) The Edwardian Country House aka Manor House (2002) Treasure Hunters (2006) (US)
Oblivious (2002)
American Restoration (2010) (US) Celebrity Splash! (2012) (many countries) Fixer Upper (2013) Klondike: The Quest for Gold (2003) (Canada) Shipmates (2001) The Family Payne (2014) Trigger Happy TV (2000) (UK; launched comedian Dom
Oddities (2010)
America's Best Dance Crew (2008, US) Celebrity Stitch Up (2005) (UK) Flavor of Love Girls: Charm School (2007) (US) Knight School (2006, USA, ESPN) Shipping Wars (2012, US) The Family (1974) (UK) Joly)
One Direction: The Best Life Ever (2013)
America's Best Dance Crew (2011) (North America) Celebrity Wrestling (2005) (UK) Flavor of Love (2006) Knock First (2003) Shipwrecked (2000) (UK) The Farm (2004) (UK) Trinny & Susannah Make Over America (US)
Open Your Heart (2016)
America's Funniest Home Videos(1989) Chains of Love (2001) Flipping Out (2008) Kourtney and Khloé Take The Hamptons (2014) Shipwrecked: Battle of the Islands (2006) (UK) The Games (2003) (UK) Trinny & Susannah Undress (UK) (2006)
Opening Soon
America's Funniest People (1990) Changing Rooms (1996) (UK) = Trading Spaces (US) Football Icon (2005) (UK) Kourtney and Kim Take Miami (2009) Shopping for Love (2005) (Australia) The Gastineau Girls (2004) True Life (1998)
Operación Triunfo (2001) (Spain)
America's Most Smartest Model (2007, US) (2000) For Love or Money (2003) Kourtney and Kim Take New York (2011) Sightings (1991) The Generations Project (2010) Trust Me – I’m A Holiday Rep (2005) (UK)
Opportunity Knocks (1956) (UK)
America's Next Top Model (2003) Chantelle: Living the Dream (2006) (UK) For the Love of Ray J (2009) La Academia (2002) (Mexico) Simpleng Hiling (Philippines) The Genius (2013) (Korea) Truth or Consequences (1950)
Original Amateur Hour (1948)
Amish in the City (2004) Chantelle's Dream Dates (2006) (UK) Forever Eden (2004) LA Ink (2007) Sister Wives (2010) The Girls Next Door (2005) Tudor Monastery Farm (2013) (UK)
An American Family (1973) Charm School Fort Boyard (1990) (France) Ladette to Lady (2005) (UK) Outback House (2005) (Australia) Skating With Celebrities (2006) (US) The Glass House (2012) Turbine Cowboys (2012)
An Amish Christmas (2005) Charm School with Ricki Lake (2009) (US) Foul-Ups, Bleeps & Blunders (1984) Lads' Army (2002, 2004, 2005, 2006) (UK) Outback Jack (2004) Skating with the Stars (2010) The Glee Project (2011) Turn Back Time – The Family (2012) (UK)
Antiques Roadshow (1997) Cheaters (2000) Frank the Entertainer in a Basement Affair (2010) Laguna Beach: The Real Orange County (2004) Over the Rainbow (2010) Skin Wars (2014) The Gong Show (1976) Turn Back Time – The High Street (2010) (UK)
Are You Hot? (2003) Cheer Perfection (2012) Fraternity Life (2003) Last Comic Standing (2003) Owarai Star Tanjō! (お笑いスター誕生!!) (1980) (Japan) Snooki & Jwoww (2012) The Gossip Game (2013) TV's Bloopers & Practical Jokes(1984)
Are You Smarter Than a 5th Grader? (2007) (many Chef School (2008) Freshwater Blue (2010) Laugh Out Loud (LOL) (Philippines) Paradise Hotel (2003) Snoop Dogg's Father Hood (2007) The Great American Road Trip (2009) (US) U8TV: The Lofters (2001)
countries) Chrisley Knows Best(2014) Frontier House (2002) (US; PBS) Launchpad (2005) (India) Paradise Hotel (2003) So You Think You Can Dance (2005) (many countries) The Great British Baking Show(2014) Ultimate Challenge (2006)
Are You the One? (2014) Chrissy & Mr. Jones (2012) Full Throttle Saloon (2009) (US; TruTv) Le Moyen 1903 2003 (Switzerland/TSR) Parental Control (2006) So You Think You Can Dance (US) (2005) The Great Norwegian Adventure (2010–2011) (Norway) Unan1mous (2006) (US)
Around Naija (2021) (Nigeria) Christina Milian Turned Up (2014) Funny Flubs & Screw-Ups (2000) Les Vraies Housewives (2013) (France) Parovi (2010) (Serbia) Soapstar Superstar (2006) (UK) The Heist (2018-2020) (UK) Under One Roof (2002)
Arthur Godfrey's Talent Scouts (1948) Clean House (2003) Gachinko! (ガチンコ!) (1999) (Japan) Let's Get This Party Started (2005) (US) Party Down South (2014) Solitary (2006) (US) The Hills (2006) Under the Gunn (2014)
Asayan (1995) (Japan) Clean Sweep (2003) Gana la Verde (2004) (US; Spanish language) Life Laundry (2002) (UK; house clearance) Pawn Stars (2009) (US) Son of a Gun (2011) The Hills: New Beginnings (2019) Untold Stories of the E.R. (2004)
Aswamedham (India) Coal House At War (2008) (UK) Gene Simmons Family Jewels (2006) Life of Kylie (2017) Peking Express (2004) (BEL/NED) Songland (2019) The Hothouse (Australia) Up series (began with Seven Up! in 1964) (UK)
Auction Hunters (2010) (North America) Coal House (2007) (UK) Geordie Shore (2010) (UK) Life of Ryan (2007) Performing As... (2003) Sorority Life (2002) The Jamie Kennedy Experiment (2002) Utopia (2014) (United States)
Audrina (2011) College Hill (2004) Get Gorgeous II (2005) (India) Lifestyle change[edit] Phenomenon (2007, US, NBC) Space Cadets (2005) (UK) The Janice Dickinson Modeling Agency (2006) Vai dar Namoro (Brazil) (2005)
Australian Idol (2003) Colonial House (2004) (US; PBS) Get Gorgeous (2004) (India) Lindsay Lohan's Beach Club (2019) Philippine Idol (2006) Spring Break Challenge (2010, US) The Joe Schmo Show (2003) Való Világ(2003) (Hungary)
Australian Princess (Australia) (2005) Comic Relief does Fame Academy (2003) (2005) (2007) Ghost Hunters (2004) Little Big Star (2005) (Philippines) Pimp My Ride (2004) (MTV, US) Spy TV (2001) The Littlest Groom (2004) Vanderpump Rules (2013)
Australia's Next Top Model Crikey! It's the Irwins (2018) Girl Friday (1994) (UK) Live to Dance (2011) (North America) Pinoy Big Brother (2005) (Philippines) Star Académie (2003) (France) The Living Soap (1993) (UK) Very Cavallari (2018)
Average Joe (2003) Crowned: The Mother of All Pageants(2007) (US) Girls Aloud: Off the Record (2006) (UK) Living in the Past (TV series)(1978) (UK; BBC) Pinoy Dream Academy(2006) Star Anchor Hunt (2010) (India) The Masked Singer (2018) Victim (2004) (Philippines)
Ax Men (2008) Cupid (2003) Girls Behaving Badly(2003?) Local Live (2009) (Canada) Pinoy Idol (2008) Star Circle Quest (2004) (Philippines) The Mole (2000) Victorian Farm (2009) (UK)
Bachelor in Paradise (2014) Curl Girls Going Straight (2003) (New Zealand) Location Location (Australia) Pinoy Pop Superstar (2004) (Philippines) Star Dokkiri Maruhi Hōkoku The Monastery (2005) (UK) Victorian Pharmacy (2010) (UK)
Bachelor Pad (2010) D3 – D 4 Dance (2016) (India) Grease: You're the One that I Want! (2007) Lost (2001) Pioneer Quest: A Year in the Real West (2000) (Canada) Star Search (1980s) The Next Food Network Star (2005) Victorian slum
Bachelorettes in Alaska (2002) Daisy of Love (2009) Growing Up Gotti (2004) Love & Hip Hop (2010) Pirate Master (2007) (US) Star Tanjō! The Next Great Champ (2004) Video cameras/hidden camera[edit]
Back in time for Brixton Dallas Cowboys Cheerleaders: Making the Team (2006) Half Pint Brawlers (2010) Love & Hip Hop: Atlanta (2012) Playing It Straight (US – 2004, UK – 2005) Stars in Their Eyes (1990) (UK) The Next Iron Chef (2007, US, Food Network) Viva La Bam (2003)
Back in time for the weekend Dance Moms (2011) Hardcore Pawn (2010) (US) Love & Hip Hop: Hollywood (2014) Pop Idol (2001–2003) (UK) StarStruck (2003) (Philippines) The One: Making a Music Star (2006) Vyvolení (2005) (Czech Republic, Slovakia)
Back To Reality (2004) (UK) Dance Plus (2015) (India) Hell's Kitchen (2004 – UK, 2005 – US) Love Connection (1983–1994, 1998–1999, 2017–2018) Popstars Live (2004) (Australia) Starting Over (2003) The Only Way Is Essex (2010) (UK) WAG Nation (2012) (Australia)
Backyard Blitz (Australia) (2000) Dancing on Ice (2006) (UK) Help Me (Minta Tolong) (Indonesia) Love Is Blind (2020) Popstars (New Zealand) (1999) Steve Austin's Broken Skull Challenge (2014) The Osbournes (2002) WAGS Atlanta (2017)
Bad Girls Club (2007) (US) Dancing with the Stars (2004) (many countries) Here Comes Honey Boo Boo (2012) Love is in the Heir (2004) Popstars: The Rivals (2002) (UK) Stewarts & Hamiltons (2015) The Player (2004) WAGS Miami (2016)
Bands on the Run (2001) Dancing with the Stars (US) (2005) He's a Lady (2004) (US) Love Island (2015) (UK) Pretty Wicked Moms (2013) Storage Wars (2010, US) The Princes of Malibu (2006) WAGS (2015)
Bands Reunited (2004) Dancing with the Stars: Juniors (US) (2018) High School Musical: Get in the Picture (2008) Love Island (2019) (US) Project Accessory (2011) Stranded with Cash Peters (2005) The Quest (2014) (US) Warrior Challenge (2003) (US)
Battle of the Ex Besties (2017) (US) Dash Dolls (2015) Hi-Jinks (2005) Luke Hemmings Crossed His Heart (2015) Project Greenlight (2001) Strange Love (2005) The Real Housewives of Athens (2011) Wartime Farm (2012) (UK)
BBQ Pitmasters (2009) Date My Mom (2004) Historical re-creation[edit] Mad Mad House (2004) Project Runway (2004) (US) Streetmate (UK) The Real Housewives of Atlanta (2008) Weed Country (2013)
Be a Grand Prix Driver (2003) (UK) Dating in the Dark (2009) Hit Me Baby One More Time (2005) (UK) Made in Chelsea (2010) (UK) Project Runway: All Stars (2012) Strictly Come Dancing (2004) (UK) The Real Housewives of Beverly Hills (2010) What Not to Wear (2001) (UK)
Beadle's About (1987) (UK) Dating[edit] Hoarders (2009) (US) main article: Reality game show Project Runway: Threads (2014) Strictly Come Dancing (2004) (UK) The Real Housewives of Cheshire (2015) What Not to Wear (US)
Bear Whisperer (2011) David Tutera's CELEBrations (2008) Hoax shows[edit] Making It (2018) Property Brothers (2011) Strictly Dance Fever (2005) (UK) The Real Housewives of D.C. (2010) What the Butler Saw (2004) (UK)
Beat the Clock (1950) Deadliest Catch (2005) Hogan Knows Best (2005) Making the Band 2 (2002) Punch de Date Structured reality[edit] The Real Housewives of Melbourne (2014) What Would You Do? (2008) (United States)
Beauty and the Geek (2005) Deadline (2007) Holiday Showdown (2004) (UK) Making the Band (2001) Punk'd (2003) Style By Jury (Canada) (2004) The Real Housewives of Miami (2011) When Spicy Meets Sweet (2008)
Before 2000[edit] Deal or No Deal (2006) (many countries) Holiday Swap (2003) (UK) Marriage Boot Camp (2013) Push Girls (2012) Suomen täydelliset venäläisnaiset (2015) (Finland) The Real Housewives of New Jersey (2009) Who Wants to Be a Millionaire? (1999) (many countries)
Beg, Borrow & Deal (2002–2003) Die Harte Schule der 50er Jahre (The Hard School of the Hollywood Game Night (2013) (US) Married at First Sight (American TV series) (2014) Pussycat Dolls Present Super Singer (2004) (India) The Real Housewives of New York City (2008) Who Wants to Be a Princess (2001)
Beija Sapo (Brazil) (2005–2007) 1950s) (2005) (Germany) Home Free (2015) (US) Married by America (2003) Pussycat Dolls Present: Girlicious (2008) Super Star K (2009) The Real Housewives of Orange County (2006) Who Wants to be a Superhero? (2006) (Sci-fi)
Being Bobby Brown (2005) Dirty Dancing (2006) Hotel Impossible (2012) (US) Married to Jonas (2012) Pussycat Dolls Present: The Search for the Next Supernanny (2004 UK, 2005 US) The Real Housewives of Vancouver (2012) Who Wants to Marry a Multi-Millionaire? (2000)
Below Deck Mediterranean (2016) Dismissed (2001) Doll (2007) Supersize vs Superskinny (2000) (UK) The Real L-Word: Los Angeles (2010) Who Wants to Marry My Dad? (2004)
House of Carters (2006) Married to Medicine (2013)
Below Deck (2013) DIY Rescue (Australia) Qué Locura (2001) Superstar USA (2004) The Real World (1992) Whodunnit? (2013) (US)
How Clean Is Your House? (2003) (UK) Married to Medicine: Houston (2016)
Big Brother (1999) (many countries) Docusoaps starring celebrities[edit] Queer Eye for the Straight Girl (2005) (US) Surf Girls (2003) The Reality of Anger Management (2014) (US) Who's Your Daddy? (2005)
How do you like Wednesday? (水曜どうでしょう) (1996) Married to Medicine: Los Angeles (2019)
Big Brother (2000) (UK) Dog Eat Dog (2001) (UK) (Japan) Queer Eye for the Straight Guy (2003) Survival of the Richest (2006) The Rebel Billionaire: Branson's Quest for the Best (2004) Wickedly Perfect (2004) (US)
MasterChef Australia (2009) (Australia)
Big Brother (2000) (US) Dog Eat Dog (2003) (US) How to Get Lucky (2005) (UK) MasterChef Junior(2013) Quest for the Bay (2002) (Canada) Survivor (2000) The Renovators (Australia) (2011) Wife Swap (2002) (2003) (UK)
Big Brother (2002) (Brazil) Dog Whisperer (2004) Human Wrecking Balls (2008) (G4) MasterChef(2010) Quest USA (2004) (US) Susume! Denpa Shōnen (進め!電波少年) (1992) (Japan) The Resort (2004) (Australia) Willingly Yours (Philippines)
Blind Date (US) (1999) Dokkiri Camera (どっきりカメラ) (1970) (Japan) Hunted (2015, UK) (2017, US) Masters and Servants (2003) (UK) Race to the Altar (2003) Susunu! Denpa Shōnen The Restaurant (2003) Windstärke 8 – Das Auswandererschiff 1855
Blow Out (2004) (US) Don't Forget the Lyrics! (2007) (many countries) Hyperdrive (2019) Matched in Manhattan (2006) Rachael Rocks (2004) Sylvania Waters (1992) (Australia) The Salon (2002) Wipeout (2008) (US)
Boer soek 'n vrou (South-Africa) Dr. 90210 (2004) (US) I Am Cait (2015) Maximum Exposure (2000) Ramsay's Kitchen Nightmares (2004) Talent searches[edit] The Scholar (2005) Wish Ko Lang (Philippines)
Boiling Points (US) MTV Dr. Pimple Popper (2018) I Know My Kid's a Star (2008) Meet My Folks (2002) Randy to the Rescue (2012) Tales from the Green Valley (2005) (UK) The Ship (2002) (UK) World of Dance (2017)
Bollywood Star (2004) (UK) Dragons' Den (2005) I Love Kellie Pickler (2015) Meet the Barkers (2005) Real and Chance: The Legend Hunters (2010) Tarok got talents, (first edition winner, Sticky ya Bongtur) The Shot (2007, US) World's Funniest Videos(1996)
Bondi Vet (2009) Dream Job II (2004) I Love Money (2008) Megan Wants a Millionaire (2009) Real Chance of Love (2008) (2016) (Nigeria) The Simple Life 2(2004) World's Most Amazing Videos (1998)
Bonds on Bonds (2006) (ESPN) Dream Job (2004) I Love New York (2007) Megasztár (2004) (2005) (2006) (Hungary) Real Country (TV series) (2018, US) Teen Mom 2 (2011) The Simple Life (2003) Would Like to Meet (UK)
Boot Camp (2001) Driving School (1997) (UK; BBC) I Married a Princess (2005) Me'usharot (2011) (Israel) Real People (1979) Teen Mom (2009) The Simple Life: Interns (2005) WWE Tough Enough
Born Diva (Philippines) (2004) Drop the Celebrity (2003) (UK) I Survived a Japanese Game Show (2008) (US) Miami Ink (2005) Real TV (1996) Temptation Island (2001) The Singing Bee (2007) (US) WWE Tough Enough 2 (2002)
BossBabes (2019) (New Zealand) Duck Dynasty (2012) I Survived a Zombie Apocalypse (2015) (UK) Reborn in the USA (2003) (UK) That'll Teach 'Em (2003, 2004, 2006) (UK) The Surreal Life (2003) WWE Tough Enough 3 (2003)
Minute to Win It (2010) (US)
Boston EMS (2015) DZ Comedy Show (2017) (Algeria) I Wanna Marry "Harry" (2014) Redemption Song (2008) That's Incredible! (1980) The Swan (2004) (US) WWE Tough Enough (2015)
Mitre 10 Dream Home (1999) (New Zealand)
Boston Med (2010) Edwardian Farm (2010) (UK) I Witness Video (1992) Redneck Island (2012) The 1900 House (1999) (UK; PBS) The Ultimate Coyote Ugly Search (2006) (US) WWF/WWE Tough Enough (2001)
Miz & Mrs. (2018)
Botched (2014) Ego Trip's Miss Rap Supreme (2008) Ice Loves Coco (2011) Regency House Party (2004) (UK) The 1940s House (2001) (UK) The Ultimate Fighter (2005, USA, Spike) Young Money Diaries (2011)
Mob Wives (2011)
Boy Meets Boy (2004) Ego Trip's The "White" Rapper Show (2007) Ice Road Truckers (2007) Relationship Rehab (Style Network, US) The 5th Wheel (2001) The Ultimate Love Test (2004) (US) Your Reality Checked (2004)
Boys will be Girls (2006) (UK) ElimiDATE (2002) The All Star Talent Show (2006) (UK)
© 2022 Borrell Inc. ALL RIGHTS RESERVED“Reality” Shows Are Omnipresent
• Unscripted material = Entertainment
• Mundane activities have become sport
• “Life” has become competitive content
© 2022 Borrell Inc. ALL RIGHTS RESERVEDA Very Real Struggle for Gen Z
Community vs Competition
© 2022 Borrell Inc. ALL RIGHTS RESERVEDHow much time in a day spent on a smartphone
Gen Z
Gen Z &
35%
29%
26%
7%
3%
Don'tGen Z & GEN Z
ACTIVITY
Do research Go to library Use smartphone
Take photos Use a camera Use smartphone
Record video Use another camera Use smartphone
Listen to music Records, then tapes, then CDs Use smartphone
Read a book Find a book Use smartphone
Watch TV Flip on TV Use smartphone
Get somewhere Use a map Use smartphone
Shop Go to the mall Use smartphone
Eat Go to a restaurant Use smartphone
Write someone Find stationary Use smartphone
Call someone USE A PHONE!! Use smartphone
© 2022 Borrell Inc. ALL RIGHTS RESERVEDPROS
Gen Z &
• Social, social, social
• Instant education opportunities
• Community & collaboration
• Everyone has a voice
• Much more ad savvy
© 2022 Borrell Inc. ALL RIGHTS RESERVEDCONS
Gen Z &
• Social, social, social
• Online identity can blur
• “IRL” vs “URL”
• Bullying is rampant
• Digital Junior High cafeteria
© 2022 Borrell Inc. ALL RIGHTS RESERVEDGen Z & • Expect extreme personalization
Marketing • Needs to be a 2 way
conversation
• Relatability & Humanization
• Make message quick
• You have 8 seconds
• Everything is on-demand
© 2022 Borrell Inc. ALL RIGHTS RESERVEDGen Z Buyers and Penetration
60 0.9
80.3% 81.9% 83.5% 55.6 85.0%
78.7%
50.8 0.8
50
46.1 0.7
41.6 HOW TO READ:
40 37.2 In 2025, 55.60.6
million internet
using Gen Zers 0.5
30
have bought
0.4
something through
a digital platform
20 0.3
(or 85% of Gen
Zers)
0.2
10
0.1
0 0
2021 2022 2023 2024 2025
© 2022 Borrell Inc. ALL RIGHTS RESERVED SOURCE: eMarketerImportance of Brand Reputation to the Generations
Gen Z 42%
Gen Y 31%
Gen X 36%
Boomer 41%
© 2022 Borrell Inc. ALL RIGHTS RESERVED SOURCE: Data AxleDesire for Personalization in Communication
57%
43% NOTE:
49% For Gen Z,
37% Entertainment
42%
31% had the highest
demand for
32% personalization.
22% For all other
generations it
was
Food/Beverage
Boomer Gen X Millennial Gen Z Boomer Gen X Millennial Gen Z
Beauty Entertainment
© 2022 Borrell Inc. ALL RIGHTS RESERVED SOURCE: Data AxleAdults who follow a brand on Social Media 18% 36% 53% 61% Boomer Gen X Gen Y Gen Z © 2022 Borrell Inc. ALL RIGHTS RESERVED SOURCE: Momentive
Social Network Users who Bought through A Social Network
55.5% HOW TO READ:
47.5% 48.7% 47.5% of social
44.0% network users
39.2% 37.5% between 14-17
34.3% have purachased
something via a
social network site
14-17 18-24 25-34 35-44 45-54 55-64 65+
© 2022 Borrell Inc. ALL RIGHTS RESERVED SOURCE: State of Gen Z Report• Micro-Influencers
• Have 10k to 100k followers
Gen Z & • Facebook is for old people
Misc. Facts
• Instagram is your public persona
• “Finsta” is your private
• Snail Mail is…..
• Email
• Snapchat is “informal Instagram”
© 2022 Borrell Inc. ALL RIGHTS RESERVEDGen Y are considered
“Digital Natives”
Gen Z &
Misc. Facts
What does that make Gen Z?
Gen Z grew up as
natural content creators
© 2022 Borrell Inc. ALL RIGHTS RESERVED#NuggsforCarter – A Story of Gen Z Marketing Capabilities
• Carter got to work – and so did Wendy’s
• Ellen DeGeneres got involved
• Broke her retweet record
• Carter sold t-shirts
• All proceeds going to charity
• Earned media value for Wendy’s….
• $6,700,000
• Cost of the Nuggs..
• $1,960 (And $100k to charity)
Gen Z can be tremendously powerful, without being a customer or employee,
but by being vocal on social media
© 2022 Borrell Inc. ALL RIGHTS RESERVEDThe Enormous Potential of Gen Z
• May 25, 2020
• Restraint of George Floyd
• 10 min, 9 sec
• Posted at 1:46 am
• 12 hours later, more than 2.5
million views
Darnella Frazier
© 2022 Borrell Inc. ALL RIGHTS RESERVED• Banking on Gen Z
• They are social media natives
• They love gaming
• Always online
• IRL vs URL
• But remember….
NOT GEN Z • They are fiscally cautious
• They are more savvy to hype
• They already HAVE an online life
• Guarded outlook on crypto
• Smartphones aren’t the end; they are a means to an end
38% Percentage who said the metaverse is the next big thing
and will become part of our lives in the next decade
(48% for Millennials)
© 2022 Borrell Inc. ALL RIGHTS RESERVEDAnd the Future
Is Closer
Than You Think
© 2022 Borrell Inc. ALL RIGHTS RESERVED% of Local
Advertisers
Who Hired for
Marketing
Roles in 2021
© 2022 Borrell Inc. ALL RIGHTS RESERVEDHow does hiring for
Easier, Harder,
marketing/advertising 31% 27%
roles compare to hiring
for other No
positions/tasks? Different,
42%
© 2022 Borrell Inc. ALL RIGHTS RESERVED% of Local Advertisers Who Considered Finding Qualified Marketing Candidates Easy © 2022 Borrell Inc. ALL RIGHTS RESERVED
40% of Local Advertisers Claim
there is a 50/50 Chance or
Above of Hiring Marketing Help
in 2022
© 2022 Borrell Inc. ALL RIGHTS RESERVED?????
Marketing
Skills in
Demand by
Local
Advertisers
Q. If your company were to hire someone to help with
marketing/advertising in 2022, what skills do you think a new
marketing hire would need to be successful at your company? Q. Of
those skills you selected, which do you think would be the MOST
important skillset for a new marketing/advertising employee to have in
order to be successful at your company? Select one
© 2022 Borrell Inc. ALL RIGHTS RESERVED• Gen Z is here
So What
Does All of • They are bringing their experience to
Marketing, not advertising
This Mean?
• They are natural content creators
• They don’t see themselves as entitled,
but rather EVERYONE is entitled
• One word: Digital
© 2022 Borrell Inc. ALL RIGHTS RESERVEDI Thank You And So Does He © 2022 Borrell Inc. ALL RIGHTS RESERVED
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