How to make packaging attractive for GenZ's, Millenials and X's

...or how to connect with the new generations of consumers

Juan Campderà – General Manager at Aktiva

How many of you have ever bought something that you do not believe in, something you do not understand or something that does not represent your values?

This question, which seems simple, helps us to understand the changes that are happening in the consumption habits of our society. The current consumption is led by Generation X since by age it represents the population peak that currently manages the economy, followed by the emerging Millenial's or Y's that are already consolidated in consumption, plus in addition come, the effervescent GenZ's strengthening the disruptive tendencies pointed by the Millenials, but even more accentuated.

Let's analyze with a little more detail the context in which this change of paradigm and model of consumption habits is happening:

New and small world

For the first time in the history of humanity, thanks to advances in communication, we have a hyper-connected world that has erased physical barriers and distances, unified cultures. Creating a global and local consumer culture with huge global growth projections.

As data is interesting to note that it is expected that by 2020 the adoption of mobile technologies in Africa will be 70% reaching 725 million consumers.

Infinite information market

For centuries, information has been a good with restricted or partial access. At present, however, there is access to information for free and unlimited in almost the entire planet. It is the filtering, organization, categorization and sale of these data what is generating the new market of current information.

An example of the amount of information that should be regulated, taken from researchers at the University of California-San Diego, is proved that the Human brain receives an average of 34GB of impacts every day and that they have multiplied by more than 1000 x 100 from the 2005.

Consumers connected in real time anywhere

For the first time, we have a strong bidirectional connection between brands, companies and services with their consumers. Consumers have the power to easily express their wants and needs, thus influencing brand strategies and tailoring them to their measure.

With the arrival of "The Internet of Things", the connected products will report their use, a real-time link will be created between the owners, the producers and the manufacturers, which will further emphasize knowledge about consumers but also the right of consumers to choose.

Disruptive productive possibilities

The Industry 4.0 revolution offers us new possibilities, new types of designs, new geometries, the disappearance of physical limits and many of the limitations of traditional industry.

At the graphic level, very expanded technologies such as digital printing combined with artificial intelligence and the automation of design processes, for example, "Mosiac" from HP, offer consumers and brands unprecedented possibilities for hyper-customizing products to represent to micro-targeted consumers.

Additive printing or 3D printing offers us the ability to make unique products personalized in real time. Complying at the same time with the new tendencies and environmental policies, without wasting raw materials and produced at Km0, eliminating stocks and generating just in time products.

Awareness and Social Opinion

Taking from the previous point, let's briefly analyze trends such as real-time manufacturing at Km0, that is to obtain the products where you need them and when you need them. The immediate consumption at the place of manufacture ceases to be a utopia and becomes a reality that new consumers expect from the brands they follow.

Society and its consumers thus express a maturity in their social conscience by betting on connectable and exhibitable products, which can be shown and influenced socially. Promoting respect for the environment, sustainability and ecological policies in an unprecedented way so far.Generations of currently active consumers:

Generation X or Gen X 

• From 1960 to the early 1980s 
• Analog and Digital Mix 
• They are at the top of their career. 
• They demand a mix of old school and modern products, but many are completely digitized, although they like social interaction face to face.

Millennials also known as Generation Y

• From 1980 to the beginning of 2000 
• It is the first generation born entirely with digital products 
• They have a great familiarity with communication, media and digital technologies. 
• They are native to social interaction through digital media. 
• They are responsible for the great growth of internet sales and the era of digital transformation.

Generation Z or GenZ

• Mid 2000 to present
• They are natives of the Internet, natives of digital social relations, natives of touch screens and voice interfaces.
• They are beginning to have the capacity to buy right now, they are asking for a step forward in the digital transformation of products, brands and services. Augmented reality, virtual reality, artificial intelligence, bots, etc., are the tools and channels with which they perceive experiences.

So what do we believe in?

Returning to the initial question, would we buy something that we do not believe in, that we do not understand or that does not represent us?

This is the challenge that the industry and the brands have to assume if they want to respond to the concerns of Millenias and Genz's. Generate products that represent consumers, that express their dreams, their beliefs and values, that make them feel unique, communicate trends and ways of expressing themselves.

The new generations of consumers are dreaming of living stories and unique experiences personalized for them. Consuming products that are socially respectful and relevant to their identity, that can be connected and shared with their manufacturer and with the rest of society.

Are we ready?

Any question or comment will be happy to answer, thank you for your attention.