According to a report by Deloitte Digital that put under Mastering Product the magnifying glass 2,000 centennials (young people born between 1997 and 2002) and 600 bosses from previous generations and born, therefore, before 1997, between Generation Z and employers there are quite a few discrepancies. The Deloitte Digital study shows that these are the things that young people from Generation Z most earnestly seek at work and that their bosses are paradoxically less willing to grant them. This example from Kantar Media’s TGI (Target Group Index) and its report ” Beyond Stereotypes ” confirms how segmenting by demographic criteria alone can limit the effectiveness of the campaign.
Leaders relegate empathy to Mastering Product fifth position
Empathy Centennials and their bosses agree that patience and industry email list availability are the most important qualities that a good leader can possess. Empathy is the second most important quality in a boss in the eyes of Generation Z. However, leaders relegate empathy to fifth position on the list. Perhaps for this reason only 35% of centennials describe their immediate superior as empathetic . It is also worth noting that young people who are treated with empathy by their bosses . The central concept of the report is based on a people-based marketing approach, which avoids stereotypes , creates brand relevance and establishes more personal connections with customers, avoiding simplifying the target with homogeneous groups.
View of employee retention
Times more willing to go to the attraction with enthusiasm Calling List and also less willing to leave their jobs. Empathy works real miracles in this sense from the point of view of employee retention. “Empathy plays an absolutely vital role in winning the favor of centennials, who prioritize feeling valued and heard by their bosses,” explains Amelia Dunlop, chief experience officer at Deloitte Digital. It’s the easy part: ask yourself about the target of a campaign and limit it to age. An online beauty campaign that focuses on following stereotypes such as targeting a young and female profile can leave out two-thirds of potential buyers. To elaborate on the example, although young women tend to buy more cosmetics, there are other attitudinal and behavioral characteristics that transcend demographics and actually have a greater affinity with the target audience.
