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Although Millennials (generation Z) and Centennials (generation Y) are digital natives, the latter do not know a world without the internet and social networks,
which makes their habits and behaviors different, this is also reflected in the way they consume.
For their corporate communication strategy 2020, companies have to take into account two things:
The Y generation already went with their tablet or laptop to class under the arm, the Z generation still went with books and paper agenda.
The experts of the Agenciadecomunicacion portal highlight the ten trends that will define the next 2020 communication:
Experience Above Possession
Experience Above Possession
Companies need to internalise the consumption habits of new generations to adapt their interface to the skills they seek. These young people work around social networks and consume information through mobile devices.
Communication As Experience
Communication As Experience
The experiences that these generations value so much must also be offered through business communication. Each message, each communicative act, must provide an experience in which the recipients can interact.
Time Is Money
Time Is Money
Corporate communication must be brief and very visual. This 2020 communication must be temporary and based on images or videos, hence the success of social networks such as snap chat or Instagram stories.
Mobile
Mobile
Mobile devices are the primary tools that young people use to inform, entertain, interact. And even consume more traditional media such as television or radio. Millennials and Centennials value mobility above all else through a smartphone, tablet or smartwatch. So companies will have to adapt their websites to all these devices and bet on their applications that improve the experience of buying or contracting services.
Individuality
Individuality
Corporate communication must be personal. The general messages for all audiences are over. New consumers value personalisation and conversation in real-time, you have to observe the success of streaming and live. Companies that want to attract this audience will have to bet on tools that allow this individualisation of messages and live.
Content Branding
Content Branding
his will be the challenge of this 2020 for brands in the field of communication. As generations, Z and Y discard everything that is not the content of interest, so experts will have to work on creating engaging and attractive content.
Environment
Environment
In a world where technology allows companies to know where their customers or users are, corporate communication must adapt to the situation of each person. From advertising or promotions to informational messages, they must adapt to the context of each client: location, profession, friends, family situation.
Analyse Information And Sincerity Above All
Analyse Information And Sincerity Above All
Now companies must focus on listening rather than on broadcasting. Thanks to new technologies and social networks, brands have a lot of customer data. In 2020 you had to invest in analysing and studying them to make a communication designed exclusively for each recipient or client. But above all, it is essential to emphasise that Millennials and Centennials seek brands for digital honesty, less paid influencers and more real opinion leaders.
Collaborative
Collaborative
Due to the crisis, these generations have grown up with collaborative spaces and platforms. This generation values this quality that companies must include in their communication strategy.
Feminism
Feminism
The feminist movement and the justification of women is part of these generations, and this 2018 has consolidated. Brands will have to talk about feminism, lead by example and convey the social commitment they acquire as a company with women.
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