- Re-routing success
- Acknowledging the new school
- Renewed Halloween hype
- How Snapchat became Gen Z's election hub
What
What happens when a group of early 20-somethings, eager to break into the tech industry, is robbed of the usual networking events, internships, and coffee dates that would typically get them in the door? In true Gen Z fashion, they create their own doors. That’s what’s happening on the messaging platform Discord, where a growing young group of designers and engineers, calling themselves the “Gen Z Mafia,” have banded together to stand as a counterpoint to a Silicon Valley establishment, riddled with untouchable elites and systemic issues. The group boasts hundreds of members, ranging from high schoolers to recent college grads—all networking, hosting hack-a-thons, and building products they hope will change the future. In the coming months, the group’s members plan to form a syndicate or angel fund to invest in community members’ projects.
“We all beta each other’s products, upvote every Product Hunt post, teach each other our expertise, and take any opportunity to use each others’ products.” -Johnny Dallas (18), engineer at Amazon
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Takeaway
Much like the tech and venture capital space, the professional world of creativity can also be characterized as a highly exclusive industry, driven largely by preexisting relationships. As Gen Z looks to create new inroads into industries that reflect their passions, what role could Adobe play in helping open new doors for careers in creativity?
What
With the state of schools and universities in flux, it’s natural to expect an increase in students opting to take a gap year. While, on the surface, students taking a gap year might seem counter to the interests of a university, Boise State University is looking to embrace them. The school is rolling out its new Bronco Gap Year program for first-year and current students who are not ready to return to campus amid the pandemic. The program is split up into four pathways: “changemakers,” (social entrepreneurship) “life-changing,” (education) “world-changing,” (public service) and a “build your own” option. All pathways are designed to provide learning opportunities, such as professional development, project development, structured experience, and reflection support. Meanwhile, Facebook is going back to its college roots with its latest endeavor, called Facebook Campus. It’s a college-only platform, focused on connecting and building a community for students who have similar interests and might be in the same dorms.
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Takeaway
Boise State University and Facebook are innovating to fill voids created by COVID-19. Boise State is acknowledging that students want to learn in ways less rooted in academia, while Facebook is helping students maintain a sense of community as they learn remotely. What are some ways in which Adobe can meet the new, unmet needs that students have as they look to re-establish themselves in school?
What
Amid a year scarred by coronavirus and a flurry of other problems we’re all too familiar with by now, many Americans, especially students, are fervently looking to Halloween this year to inject a shot of fun into these somber and uncertain times. A recent poll found that 89% of 13-39-year-olds still plan on celebrating Halloween this year, while 63% of adults believe people will still be able to find creative, fun, and safe ways to enjoy Halloween in 2020. Another poll found that 74% of young millennial moms feel that Halloween 2020 will be more important than ever. With Q4 and a contentious election ahead, young people are looking forward to having something to be excited about.
Takeaway
Halloween 2020 is set to be a strange yet important one, as it will set the tone for the holidays (Thanksgiving, Christmas, NYE) that follow it. This unique cacophony may potentially present an opportunity for Adobe: How can we capture people’s increased hunger for the creative spirit of Halloween this year?
What
At a time when most brands and social platforms are struggling to find their proper footing in this turbulent election year, Snapchat has managed to emerge as the standout destination for Gen Z’s political needs. The application has assisted over 750,000 people in registering to vote so far this year. While nearly every social media company has been doing its part to spread the word about the importance of voting, Snapchat’s presentation in particular has cut through the noise, largely due to the diverse list of recruited celebrity partners and slew of original content added to the platform. Rather than rely on one-off, vote-a-thon-type specials, Snapchat has produced entire seasons of content that viewers can access during the entire election season—anchored by celebrities of all kinds, from Jaden Smith (whose series, The Solution Committee, will cover social/racial injustice) to Snoop Dogg to Arnold Schwarzenegger.
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Takeaway
Amidst all the noise surrounding the election and an increasing number of brands deploying messages about the importance of voting, Snapchat managed to stand-out in ways others didn’t because of how it discusses voting. Rather than simply presenting voting as a task that needs to be done, Snapchat is using an entertainment-based approach. Its content speaks to the issues Gen Z is passionate about, such as racial injustice, and leverages them as a way to illustrate the importance of voting. This is another example of how passion points are the strongest approach in getting a message across to this audience.