Why does print remain so relevant today as a communication channel, even for younger generations? To answer this question, we sat down with Daniel Dejan of Sappi North America, which has done extensive research on the neuroscientific effect of print and how it fits into our multichannel marketing world. Below is our edited interview. Hear more insights from Dejan in our on-demand webcast, “Generation Nation — Keys to Unlock Marketing Success Across Any Age Group.”
Generational segmentation helps marketers understand consumer trends broadly — but sometimes it feels like we’re lumping everyone together based solely on the year they were born. If you’re sick of organizations pigeonholing you into your generational cohort (and this Millennial definitely is), then you’re going to like our five-question quiz.
We’d like to know who YOU are — and not just where you fit in on the generational spectrum. Are you a Baby Boomer soul hiding in a Millennial body, or vice versa? How do your media habits and attitudes match up with the characteristics we see across a generation?
Spoiler alert: you might not fit in where you think.
They don’t recall being able to walk through an airport, straight to the gate without a ticket. If they remember a world without an iPhone, it’s a hazy recollection.
They’re Generation Z (Gen Z), defined as an up-and-coming consumer demographic born between the late 1990s and early 2010s. By 2020, they’ll make up 40% of the consumers, according to a recent whitepaper by CrowdTwist.