Event Marketing Season & Filter Backlash | Gen Z Marketing Insights - 15th March

Welcome to?Gen Z Marketing Insights,?where we showcase the latest news, trends, and insights into student and Gen Z marketing. Be sure to subscribe to stay up to date with everything that's happening in the youth marketing space!

This week we bring you the latest student news, new social updates from LinkedIn and Reddit, as well as a looking at the impact of event & experiential marketing amongst Gen Z.

?? Marketing News - Beauty Filters & AI Articles

While filters on social media platforms like TikTok or Instagram can be fun, critics argue that certain effects like the trending Bold Glamour filter, that has been used to distort people's facial features, can reinforce harmful and unrealistic beauty standards. Dove is taking a stand against beauty filters and has grouped together influencers around the world, asking them to post a video about the impact of unrealistic image expectations, using the different hashtags: #TurnYourBack #BoldGlamour #NoDigitalDistortion . Dove’s mission is to get people to stop using the filters in order to draw attention to the negative impact they can have on young girls. Dove have seen success with a number of body-positive advertising campaigns in recent years, and this looks set to be another winner, whilst also really tackling an important issue.

LinkedIn have announced that the company will be using AI to help create article content. The initiative is called Collaborative Articles, and will use AI tech to locate specific users who have expertise in various areas. LinkedIn will then match these users together, and in combination with AI will be able to create insightful content pieces with a number of different contributors. The LinkedIn team have said “Starting a conversation is harder than joining one, these collaborative articles make it easier for professionals to come together and add and improve ideas - which is how shared knowledge is created.” Once the articles have been published, you’ll be able to see who helped contribute to it and you’ll also be able to add your own thoughts on the piece. LinkedIn is hoping that this advancement will allow more members to gain more credit and exposure for their knowledge and experience.

Reddit is apparently looking to expand into free-flowing video content. Similar to TikTok, users will be able to swipe through different video posts from people that they follow. Previously Reddit had something similar, but the user had to click onto each video to watch it, whereas the new change will allow the videos to play freely as the user swipes through. We've already seen Facebook & Instagram have success in this area, so it makes sense other platforms are starting to copy TikTok as well.

?? The Student News - Relationships & Strikes

Oxford University have officially announced a ban on ‘intimate relationships’ between lecturers and students, and lecturers will now face the sack if there is found to be one. Unsurprisingly, these relationships could cause a number of problems, particularly when it comes to grading, so it’s fairly obvious why this has been done. We thought this was already banned!

Students at Queen Mary University London have been encourage to ‘snitch’ on their lecturers who took part in strikes and never rescheduled their lessons. A full 39 days pay could be docked from these lecturers. Many students and staff are unhappy with these more 'extreme' measures against lecturers. But should students completely miss out on lectures due to strikes?

Taxpayers’ money is being used to part-fund university courses and MBAs for top executives earning more than ￡100,000, The Independent has recently reported. A scheme originally meant for lower earners is being used in a loophole, and this has been met with widespread criticism.

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?? Trend of the Week - Summer Events Season

The weather might not be showing it, but summer events season is just around the corner! From music festivals to summer parties to freshers welcome events, it's the best time of year for event lovers! But do events still interest Gen Z in 2023? Is it just a niche audience who attend? We asked our student audience...

Evidently, events and festivals are for everyone! Over half our audience are already thinking of attending festivals/events this summer, and a third have even bought tickets already! As we've seen in the post-covid era, young people are more keen than ever to get out there and experience both small & large-scale events. But these events aren't just a bit of fun for Gen Z. They can provide brands with some fantastic experiential marketing opportunities...

We already know experiential marketing is one of the most powerful forms of marketing, with audiences recalling brands at an event far more clearly than a traditional advert. Not only this, but a brand's image can be boosted significantly if involved at the right event. Moreover, 90% of our audience use discounts that brands hand out at events, showing just how powerful the ROI can be when event marketing is utilised correctly. Gen Z love events, and they love a good deal, leading to an unmatched youth marketing opportunity!

?? Tip of the Week - Freshers Festival Returns!

Freshers Festival 2023 is here! Make sure to follow our dedicated event page for the latest updates on all our live events. If your brand is looking to reach a Gen Z or student audience, Freshers Fesival offer some of the biggest student welcome events across the UK, with thousands in attendance and hundreds of thousands more taking part across our digital channels.

Here are some highlights from last year's Freshers Festival London:

?? More than 15,000 students from 43 universities registered to attend.

?? Nearly 6000 cans of?Costa Coffee?Iced Coffee were given out to students in less than three hours.

?? 3000+ group photos taken in the?giffgaff?photo booth.

? 1000+ hot coffees carefully hand-made for?Amazon Prime?by?Seed.

? 1000s of students playing in our sponsored laser tag.

?? 100s of pieces of user-generated content created by student attendees... not to mention all of the great job opportunities, fun activities, freebies, soft drinks and food provided by our exhibitors.

We can't wait to go again for 2023! Be sure to contact Graeme Barratt for more information.

That's all for this week, see you next time!

Freshers Festival Group