The Daily - February 1, 2019 - 37

B E N H E R N D O N , CO U R T E SY M YS T E RY R A N C H

authentically by establishing a
meaningful, honest relationship."
Gen Z is also the most ethnically
diverse and multicultural generation yet. A 2015 AdAge survey
reported that 55 percent are Caucasian, 24 percent are Hispanic,
14 percent are African American,
and 4 percent are Asian.
"The most diverse generation
in American history, Centennials
have grown up in a pluralistic,
polycultural society that values
diversity and acceptance. Brands
that emphasize their welcome,
open, and inclusive sides will be
most likely to win with Gen Z,"
says Chaco brand manager Jamie
Kirby. "Millennials are living for
the now. They see hope and possibilities ahead. With Gen Z, fun
isn't first. They are more risk averse
than Millennials, and to them
conformity isn't cool; they want to
stand out from the crowd."
According to We Are Social, 85
percent of Gen Z learns about new
products on social media, and they
are also 59 percent more likely
than older generations to connect
with brands on social media-if
they share similar values. Teens
spend an average of nine hours a
day online, according to a 2018 report from Common Sense Media,
with 60 percent using social media
"almost constantly."
"Social media plays a huge role
not only in the way Gen Z consumes media, but also in the way
they engage with products," adds
Pesce. To keep Gen Z engaged,
brands need to create rich, dynamic content across social platforms,
specifically visual ones like Instagram, she says. "The days of brands
dictating what to wear are gone.
Gen Z consumers see themselves
as brand builders. They expect to
play a role in crafting their own
narratives and these initiatives will
have a community-first mentality."
Greg Thomsen, managing
director for Adidas Outdoor USA,
has been a champion for marketing to Millennials since the
brand launched in 2011. Today
the brand is focused on reaching
Gen Z through social media and
grassroots events, such as climbing
competitions and trail runs. "Gen

Z is more interested in aligning
with brands that are committed
to sustainable, environmental,
and traceable best practices.
Their interest in these values
increasingly impacts their purchase decisions. Our messaging
embodies this transparency,"
Thomsen says. "Whether through
videos, influencer engagement,
or events, social media is a vital
tool for us."
Another masterful Millennial
brand, Mystery Ranch, based
out of Bozeman, Montana, says
that 18- to 24-year-olds are its
fourth-fastest growing consumer
group, and its approach is to make
the brand more approachable,
with a focus on visual storytelling.
"These users are making more
intellectual decisions than ever be-

Mystery Ranch
focuses on
visual storytelling to speak to
young people.

"[GEN Z-ERS] ARE GROWING UP DURING
A TIME OF GENERAL SKEPTICISM, AND
THEY DEMAND HONESTY AND AUTHENTICITY IN THEIR PRODUCT CHOICES."
-GREG THOMSEN, MANAGING DIRECTOR FOR ADIDAS OUTDOOR

fore," says Mystery Ranch director
of marketing, Ryan Holm. "Their
ability to analyze information is so
much higher. They'll also go deeper
on the technology we use, the textiles, the brand story."
Thomsen agrees. "They don't
know a time when they couldn't
look up any product they were interested in, or find peer reviews
online," he says. "They're growing up during a time of general
skepticism, and they demand
honesty and authenticity in their
product choices."
Active Network just released a
white paper that offers insight on
how to effectively market to Generation Z. "Ask them about their
favorite celebrities, YouTube channels, and the shows they're watching. Find out which new Snapchat
filters they're using and who they
follow on Instagram. Understanding what they think is cool might
give you some insights into how to
reach this audience," says Camarin Wanamaker, Active Network

digital marketing consultant.
Caroline Lupori, a 17-year-old ski
instructor from Steamboat Springs,
Colorado, had this to say (via
iPhone, naturally) about what influences her buying decisions: "I wish
[brands] would put out more videos
of people doing outdoor activities
with their products. I mostly look at
music artists or any advertisements
on social media such as Instagram.
I tend to look at companies that
either support a charity or an environmental change."
Her 21-year-old sister, Ellese, a
freeride competitor and student
at Montana State University in
Bozeman, added: "Instagram is
absolutely the number-one outlet I
go to for inspiration and influence.
Nothing is as annoying as blatant
'try-hard' advertising, and I feel
that the advertising on Instagram
is usually the most subliminal. I
am typically more influenced by
products that are marketed via a
sponsored athlete or ambassador."
Line global brand manager Josh

Malcyzk says that interacting via
social media, team athletes, events,
and even fulfilling daily sticker
requests keeps Line connected to
the youth market. "We listen to their
needs and create products that speak
to them. Since 1995 we've never lost
touch with the younger demographic
because our brand is built around
keeping skiing weird and fun."
"Another key piece to our Gen Z
marketing success is hiring young
people," says Malcyzk. "Our entire
marketing, sales creative, and
engineering team is under 35, and
there's nothing more authentic
than creating skis for people in
your own demographic."
Dakota Grizzly also recognizes
the importance of getting the attention of Centennials. "Gen Z-ers
are in their 20s now and joining the
workforce; they have a voice, vision,
and influence," says Mackenzie
Taylor, social media manager for
the brand. "The whole group has
grown up online, and that's where
we are connecting with them.
Through social media campaigns
and ads and reaching out to online
content creators, we are starting to
market to this group in the hopes
that they will fall in love."
Outdoor industry veteran reporter
Aaron H. Bible attended his first
Outdoor Retailer show in 1995,
placing him well outside Gen Z.

SNOW SHOW 2019

The Daily - February 1, 2019

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