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 - Borrell ...
An Army of “Novice” Marketers
    Here Comes Gen Z
    March 8, 2022

© 2022 Borrell Inc. ALL RIGHTS RESERVED
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
• 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
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
• Currently, 12-27 years old
Defining
Gen Z
                                                    By 2032

                                           They will be 22-37 years old
 © 2022 Borrell Inc. ALL RIGHTS RESERVED
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
What makes a “generation” anyway?

                        Life Stage                             Current Conditions

                                          Cohort Experiences

© 2022 Borrell Inc. ALL RIGHTS RESERVED
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
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
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
© 2022 Borrell Inc. ALL RIGHTS RESERVED
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
© 2022 Borrell Inc. ALL RIGHTS RESERVED
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
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
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
• 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
An Army of "Novice" Marketers - Here Comes Gen Z March 8, 2022 - Borrell ...
Social Media Platforms used to Research Products

                                               YouTube                           47%

                                              Instagram                    29%

                                              Facebook               21%

                                                Tik Tok        17%

                                              Pinterest   6%

    © 2022 Borrell Inc. ALL RIGHTS RESERVED
Most 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 RESERVED
Where 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 RESERVED
Gen 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 RESERVED
INCLUSION

Every generation fought for it…..
          But Gen Z naturally expects it
                                           Which leads to…
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COLLABORATION
Everyone has a voice
                                      All voices are equal
                                           But…
 © 2022 Borrell Inc. ALL RIGHTS RESERVED
Entertained by:
                                          • Sitcoms
                                          • Movies
                                          • Playing D&D

© 2022 Borrell Inc. ALL RIGHTS RESERVED
Gen 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 RESERVED
A Very Real Struggle for Gen Z

             Community vs Competition

© 2022 Borrell Inc. ALL RIGHTS RESERVED
How much time in a day spent on a smartphone
                                                             Gen Z
Gen Z &
                                                                 35%
                                                                           29%
                                                                                    26%

                                               7%
                                                        3%

                                               Don't
Gen 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 RESERVED
PROS
Gen Z &
                                          • Social, social, social
                                          • Instant education opportunities
                                          • Community & collaboration
                                          • Everyone has a voice
                                          • Much more ad savvy

© 2022 Borrell Inc. ALL RIGHTS RESERVED
CONS
Gen Z &
                                          • Social, social, social
                                          • Online identity can blur
                                             • “IRL” vs “URL”
                                          • Bullying is rampant
                                             • Digital Junior High cafeteria

© 2022 Borrell Inc. ALL RIGHTS RESERVED
Gen 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 RESERVED
Gen 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: eMarketer
Importance 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 Axle
Desire 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 Axle
Adults 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 RESERVED
Gen 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 RESERVED
The 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 RESERVED
And 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 RESERVED
How 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 RESERVED
I Thank You

And So Does He

© 2022 Borrell Inc. ALL RIGHTS RESERVED
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