Gen Z Brand Battle Of The Week: Nixon vs. Swatch vs. G-SHOCK, Timeless Youth Audience Engagement Strategies & AI Creator Economy Transformation

Welcome to the 22nd Edition of The Gen Z Frequency ??

As February rolls around a new edition of the newsletter does as well! So nice to see you again for this fresh edition where we're getting into:

• 01 | Spotlight: Important Youth & Niche Market Developments
• 02 | Inspiration: Youth Culture Quote Worth Contemplating
• 03 | Brand Battle Of The Week: Nixon vs. Swatch vs. G-SHOCK
• 04 | Youth Market News Bites
• 05 | 30-Second Brand Relevance Challenge

01 | ?? Spotlight: Important Youth & Niche Marketing Developments

How will IA Transform Creator Economy?

AI tools have the potential to revolutionize the creative economy, providing entrepreneurs and small businesses with unprecedented access to powerful capabilities. By leveraging AI technology, creators can automate routine tasks, freeing up time to focus on their core competencies.

Additionally, creators are uniquely positioned to utilize AI technologies in new and inventive ways, allowing them to quickly respond to changing customer needs.

AI tools can offer benefits for back-end operations such as contract generation, inventory management, and business plan creation. However, there is risk in utilizing such technologies incorrectly. To get the most out of AI tools, it is best to exercise sound judgement when operating with them; users should ensure that their implementation of AI aligns with their goals and values. Ultimately, properly used AI has the ability to further empower creators by increasing efficiency and generating new ideas without sacrificing independence or creativity.

So what? AI is certainly a valuable tool for youth-focused marketers looking to reach and engage with Gen Z, due to its ability to analyze data and streamline workflows. However, while AI has its benefits, it is important to remember that it still lacks the specialized fandom intelligence, unique human insight and ability to shape new narratives as a cultural contributor that can only come from experienced art directors and thinkers.To truly captivate Gen Z, brands need human creativity working in tandem with efficient tools to deliver innovative and effective engagement programs in a timely fashion.

Gen Z’s Gaming Habits Foreshadow the Metaverse

Recent reports from Newzoo have highlighted a distinct generational shift in how digital media and gaming are being consumed and interacted with. Gen Z is shown to be more engaged with interactive forms of media than its counterparts, with gaming topping the list for active hours. The findings emphasize the desire for interactive digital engagement in collective spaces as a precursor to what some have dubbed “the metaverse”.

Newzoo’s report reveals that digital activities are now taking priority over physical activities for Gen Z in terms of leisure time spent. For instance, traditional entertainment media such as film and television is being enriched by increased involvement from gaming IP which may indicate a wider trend towards users favouring interactive rather than passive experiences when it comes to digital engagement.

So what? There is a real opportunity here for education and workforce training industries to tap into the trend of metaverse-like technology to provide a more engaging and interactive learning experience for Gen Z and the emerging alpha generation. By gamifying the learning process and incorporating immersive technology, these and many other industries can create experiences that are memorable and foster collaboration. To get started, consider incorporating web-based AR into existing software and social platforms.

02 | ?? Quote Worth Contemplating

"The rise of MSCHF and Mr.Beast is proof that relevance in your 
brand narrative is key to success. By creating buzz-worthy products 
and stunts,they have captured the attention of the internet and 
established themselves as kings/queens of cultural relevance.You 
have to get interesting if you want to thrive."

Gregg L. Witt | Grit Daily

03 | ?? Brand Battle Of The Week:

Nixon vs. G-SHOCK vs. Swatch

How Legacy Brands Targeting Youth Culture Battle For Brand Relevance and ??-ism

Situation: Establishing brand relevance and magnetism is difficult for any company or organization. But staying relevant in a rapidly changing market can be especially challenging for legacy brands targeting Gen Z and youth culture.

Brands such as Nixon, G-Shock, and Swatch have risen to the occasion and established themselves as leaders in youth culture by creating a deep connection within the youth and niche cultural audiences. By studying their strategies, legacy brands can learn important lessons on how to stay relevant and earn a coveted place in the hearts of Gen Z and younger generations.

?? Brand Battle: Nixon Vs. G-SHOCK Vs. Swatch

?? Goal: To better understand what makes each brand youth-relevant and generally, "magnetic".

Brand Magnetism Scores: Nixon = 11.1 | G-Shock 19.5 | Swatch 18.0

Strategic Analysis:

Nixon, with its deep roots in action sports, art, DIY, and music culture, has built a brand identity that is deeply rooted in each culture and is respected as an insider. Brands seeking to build a similar connection can learn from Nixon's success by finding personalities who embody the brand, shape the culture and drive real word of mouth that makes magnetic brand love possible.

G-Shock, on the other hand, has established itself as a leader in sports, and fitness, and has a unique connection to street culture and luxury. Its success can teach brands the importance of focusing on the technical aspects of their products and appealing to audiences seeking a brand that represents power and durability, that still makes a fashion statement.

Finally, Swatch, with its playful, fun, and fashion-forward product design and aesthetic, has built a reputation as a pop-cultural contributor. Brands looking to stay on trend and connect with younger consumers can learn from Swatch's success by embracing the latest fashion and cultural trends and offering unique, playful designs that set them apart from the competition.

Our Take On The Magnetism Scores:

The world of watches has seen a decline in terms of UGC and SOV, as the rise of smartphones has impacted the industry. However, low magnetism scores in these areas do not equate to a brand's lack of relevance or value to consumers. Brands like G-SHOCK, Swatch, and Nixon have all found success in different ways, and have established loyal customer bases despite the decline in the popularity of watches.

Marketing professionals understand that UGC and SOV scores are just a part of the larger picture and should not be relied upon as the sole indicator of a brand's success. Instead, a brand's market position, customer loyalty, and ability to innovate are much more critical factors in determining overall success. By focusing on these key areas, these well-established watch brands have continued to thrive in an industry that has seen a decline in popularity.

?? Useful Tip For Timeless Brand Magnetism:

Nurture authentic partnerships with genuine creators and influencers in your target audience to make them a part of your brand strategy, product development, and communication. Give them a say in your decisions and establish yourself as a valued member of their community. Foster genuine collaborations that prioritize respect, generosity, and active listening to create impactful brand-consumer relationships. This approach of being truly invested in your "core" audience is a crucial lesson I've learned early on in action sports, fashion, and lifestyle marketing, and it can be applied to nearly every industry.

Brand Scoring Methodology: The dcdx GenZ Score process weights and standardizes the most popular, brand-relevant user-generated content (UGC) on social media by analyzing the popularity of UGC over 4 different time intervals: the previous 1 week, 1 month, 3 months, and 6 months. Popularity is measured by likes, overall interactions, sentiment, and perceived staying power. This way we can evaluate a brand's ability to stimulate organic conversation persistently over time. The scale is 0-100 for all brands, 100 being the highest possible score.

04 | ?? Youth Market News Bites

#fashionrevolution | Exploring the Rise of Gender-Fluid Fashion. Want to know how high fashion brands are navigating the genderless evolution? Check it out!

#makeupindustry | Rihanna's quick makeup touch-up during the halftime show could be one brilliant strategy for Fenty Beuty's upcoming launch. Read on.

#culture | The once vilified is now being celebrated. Read on how the U.S. Postal Service is celebrating skateboarding with special stamps.

#creatoreconomy | Curious about the state of influencer earnings in 2023? Look into it here!

#gaming | Seeking gamer talent? Keep an eye on these stylish gamers in the industry.

#brandstrategy | TikTok De-Influencing Trend—Why Brands Should Reasses Creator Deals.

#streaming | Romanticizing true crime? At least for now, new cult story coming your way "Stolen Youth".

#socialmediaplatforms | Dangerous TikTok trend or harm reduction help? Gen Z drinking 'borg' liquor concoctions by the gallon. Sketchy...

#genalpha | Look out, Gen Alpha will be more diverse than the rest of the US population.

#bans | Are TikTok bans beneficial or limiting to learning environments? Some takes here!

05 | ?? Take Action

30-Second Gen Z Brand Relevance Challenge!

Give each question a "NO", "YEAH" or "HELL YEAH" and write it down.

NO = 0 points, YEAH = 5 points, and HELL YEAH = 10 points.

1. Am I staying up-to-date on cultural and political conversations and engaging with them in a timely and relevant manner? (No/Yeah/Hell Yeah)
2. Am I offering unique value to consumers that sets me apart from competitors? (No/Yeah/Hell Yeah)
3. Have I established trust and credibility with Gen Z audiences? (No/Yeah/Hell Yeah)
4. Am I fostering a connection with consumers to become their go-to resource for meeting their needs? (No/Yeah/Hell Yeah)
5. Am I ensuring that my products or services are seen as valuable and critical to consumers in the moment they are needed? (No/Yeah/Hell Yeah)

Congratulations! If you scored 25 points or more on the brand relevance questions, you're likely on the right track to maintaining or achieving a strong position with your target audience. Give your team a high-five and take a moment to pat yourself on the back. If not, don't worry. There's always room for improvement and a chance to refine your approach.

Read The Book: Tune In & Build Credibility With Youth Culture

Connect your marketing with youth culture and resonate with Generation Z using this expert guide, packed with proven strategies and usable frameworks for effective youth marketing.

"Youth culture is always moving, changing, and evolving. In this book, Witt delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation."

Stefán Heinrich Henriquez (hiring) | Frmr Head of Global Marketing at TikTok + Founder of the music-making magic app: mayk.it

"Finally, a book that not only understands the complexity and vivaciousness of my generation but also gives practical insights into how brands connect, market, and build community with us. It provides an insider’s view into our mindset and teaches brands how to build trust with a generation notorious for skepticism."

Natalie Riso | Content Marketing Strategist LTSE & LinkedIn 3x Top Voice | Age 21

Get the book at Barnes & Noble, Kogan Page, Amazon, and finer bookstores worldwide.

About Gregg L. Witt

Youth Brand Builder | Gen Z & Alpha Gen Specialist | Immersive Marketing Strategist | Keynote Speaker | Author, The Gen Z Frequency

I help co-create relevant brands, products, campaigns, and experiences that impact change and drive business growth. I'm a senior brand marketing strategist, storyteller, youth and fandom culture specialist, expert advisor, and business builder with over 25 years of experience.

I've been immersed in the business of youth and fandom culture since the age of 16 when I started my first company, Goodtimes Skateboards. Despite adult naysayers, I took the company to global distribution in its first year; this early success ignited a passion and respect for the power of subcultures and entrepreneurship. I'm recognized for leading the Walt Disney World Gen Z social and digital content strategy playbook, launching the most successful substance use risk reduction program for The Partnership for DrugFree kids, rebranding Autodesk Education, and overseeing the TikTok social change program with over 1B views, teaching young people about the risks of resharing nudes online.

I was honored to be named Youth Marketer to Follow by Inc Magazine and recently made the Forbes list of leading Generation Z experts, and frequently appear in national media as a youth and cross-generational trends expert.

Enough about me.

Let's talk about youth brand and business growth!

#genz  #genalpha  #creatormarketing  #brandstrategy

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