Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the latestinstallment of Brand of
(00:01):
Brothers.
I'm Doug.
And I'm Johnny.
Today we're talking aboutcreating compelling content for
Gen Z.
All right, let's get to it.
Johnny Diggz (00:18):
Hey, so today we're going to talk about, uh,
one of my favorite topics, GenZ.
Creating
Doug Berger (00:25):
compelling content for these folks.
So, so let, let's begin bysaying the most important thing
possible to our audience is, is,is making it very clear to them
what generation we belong to.
Johnny Diggz (00:38):
Not Gen Z.
Doug Berger (00:39):
We do not belong to Gen Z.
No, no.
Uh, we definitely belong to GenX.
Johnny Diggz (00:44):
Yep.
Well, uh, what I like to callthe forgotten generation because
uh, we're small and And weforget a lot of things.
We're very forgettable.
Ha ha ha ha ha ha ha ha No it'sactually, it's interesting,
like, when you talk politics orwhatever they tend to skip over
the Gen X because, um,statistically, in numbers We
(01:06):
really don't matter, which isreally a reflection of how our
parents felt about us as well.
Slash
Doug Berger (01:13):
key kids, right?
Yeah, exactly.
So, so in the, in the world of,of storytelling for, for Gen Z.
Right?
We're, we're trying to connectwith them in very specific ways
that, that things are, thingsare obviously a lot different
between X and Z, right?
So, with, as it relates to, toGen X, uh, we were kind of
(01:37):
taught to consume, right?
Where, whereas Uh, in, in, in amaterial way, and, and I feel
like the, the script has beenflipped with Gen Z.
Johnny Diggz (01:50):
They, uh, there seems to be a, a different
emphasis on, uh, authenticity.
Doug Berger (02:00):
Oh, for sure.
And the way that the content isdelivered, right?
Johnny Diggz (02:03):
Yep, yep, yep.
Uh, they, uh, they tend to lookat, um, you know, that, that,
the concept of the, the, the,TikTok generation is so Oh,
yeah, on the shorts
Doug Berger (02:18):
with the short form video is as we call it is
Johnny Diggz (02:22):
reels.
Um, uh, YouTube shorts.
Um, you know, obviously tiktokhas been hugely in the news of
late because of the, of thelegal issues in the United
States.
Um, and, and, you know, andwithin that, um, Uh, Mr.
Beast has created a wholeburgeoning industry of
(02:43):
influencers.
Um, there are celebrities thatdon't hit the different
generations.
You know, I don't know if you'refamiliar with this guy named Mr.
Beast.
I am.
I have
Doug Berger (02:58):
children.
So of course I am.
So,
Johnny Diggz (03:01):
you know, if you haven't been, uh, if you don't
have children and if you're notin that, that might be Uh, an
unfamiliar celebrity to you, buthe's huge,
Doug Berger (03:14):
right?
Or, or just a brand new, uh,name that's coming on the scene
for you.
Yeah.
So Mr.
Beast is a little bitcontroversial and you, you kind
of brought up, uh, the, thepolitical landscape, uh, as it
related to, uh, to TikTok andthat temporary ban that, that we
experienced.
So as it relates to, um, To, tothe inclusivity.
(03:38):
Right.
I, I know that, that there'sthis whole idea of DEI that's
become a little bit polarizingpolitically, but one thing that
we've seen as it relates to GenZ has been that idea of
diversity and inclusivity.
Can you speak a little bit tothat?
Johnny Diggz (03:56):
So.
The, it's not, it goes beyondthat.
I think it's, um, that as ageneration, uh, Gen Z seems to
be more, uh, less concernedwith, with consumable,
consumerism, uh, less concernedwith, uh, with getting a job and
(04:17):
a career and that, moreconcerned with, uh, the climate,
more concerned with work lifebalance, um, and so these, Uh,
so sustainability,sustainability falls
Doug Berger (04:30):
in there, even community engagement beyond
mental wellness.
Johnny Diggz (04:34):
Yeah.
Yeah.
Yeah.
All of those things.
Um, And those, the, the brandsthat reflect those values, um,
are going to be more likelyconnecting with, uh, with, with
this generation.
Doug Berger (04:47):
What about technology?
I know that, that VR is becomingpopular.
AR is, is increasingly becomingpopular with them.
Johnny Diggz (04:56):
It's interesting to see those two specific
technologies because theyhaven't gone the direction that
we thought that that manythought that they were going to
be with, you know, metaobviously changed their entire,
uh, the name of the company tothis concept of the metaverse.
Um, we're still not seeing thathit.
(05:16):
Um, to the mainstream, but doyou think that
Doug Berger (05:20):
might have to do with the fact that Gen Z also
values that ethical component?
Do you think maybe the adoptionis, is being hindered by the
fact that maybe, uh, well, firstoff, we know Gen Z are not wide
adopters of, of the meta.
Uh, environment, right?
Facebook and Instagram.
They're, they're marginallythere, right?
Um, it's more so
Johnny Diggz (05:41):
probably in, in the, uh, the, the WhatsApp and,
and take a talk and it's, well,WhatsApp, Meta owns WhatsApp,
Meta owns Instagram, Meta owns,uh, threads, uh, but yeah, I
think that they're a little moreaverse to the metaverse, the
meta metaverse.
(06:01):
Um, but, uh, but yeah, for somereason they have no problem with
brands like TikTok, um, orSnapchat.
Um, and, uh, and I think thatthere's probably.
a new brand that a newtechnology that is going to come
out that's going to take overthis AR VR type things, maybe
(06:23):
with the metaglasses or some ofthe newer, the newer wearables
that are coming out.
Doug Berger (06:30):
So, I mean, basically what it comes down to
is that Gen Z is primarilyinterested.
In authenticity, um, they, theyare, are very much into, uh, the
values that brands, uh, putforward, um, and, and while
addressing social issues thatare relevant to, to Gen Z.
(06:53):
So a quick recap, right?
So what matters to Gen Z?
When it comes to creatingcompelling content,
Johnny Diggz (07:02):
I think Authenticity is got to be up
there 100 percent Socialresponsibility in Can you give
an example for that?
Um For example, I thinkCompanies that will, that, that
(07:24):
give back as part of their, um,uh, as part of their business,
uh, plan.
Doug Berger (07:31):
So it's part of that whole community engagement
idea.
Whether or not it's local, hyperlocal, or even on a national
level.
Like, uh, like we saw with Tom'sShoes, for example.
Johnny Diggz (07:41):
Yeah,
Doug Berger (07:42):
exactly, exactly.
And so, um And for those who areunfamiliar, um, for our one
listener that we're talking to,um, Tom's Shoes Uh, for every
pair of shoes that you bought,they would donate a pair.
Right.
I mean, it wasn't the exact samepair, but which we later found
out it was a much less, uh, lessexpensive, uh, pair of shoes,
(08:05):
but nonetheless,
Johnny Diggz (08:06):
good business on Tom's part.
Doug Berger (08:10):
And just to clarify, Tom is not the same guy
from MySpace.
Not
Johnny Diggz (08:13):
the MySpace guy, yeah, no.
It's supposed to be a Gen Z, nota Gen X.
Doug Berger (08:18):
And for our Gen Z listener, um, MySpace is sort of
like TikTok, but from, forpeople who were born in the
1900s.
Johnny Diggz (08:31):
It's the, it's the Friendster of the, of its day.
Doug Berger (08:39):
Does anyone
Johnny Diggz (08:39):
know what that is?
No.
Doug Berger (08:42):
Thank you for tuning in to Brand Brothers.
Big thank you to our presentingsponsor, Remix, the branding
agency, along with productionassistants from Johnny Diggs,
Simon Jacobson, and me, DougBerger.
We can't forget music by PRO.
Speaking of not forgetting,remember to do that like and
subscribe thing and find us atBrandShowLive.
com and follow us on the socialsat BrandShowLive.
Welcome to the latestinstallment of Brand of
(00:01):
Brothers.
I'm Doug.
And I'm Johnny.
Today we're talking aboutcreating compelling content for
Gen Z.
All right, let's get to it.
Johnny Diggz (00:18):
Hey, so today we're going to talk about, uh,
one of my favorite topics, GenZ.
Creating
Doug Berger (00:25):
compelling content for these folks.
So, so let, let's begin bysaying the most important thing
possible to our audience is, is,is making it very clear to them
what generation we belong to.
Johnny Diggz (00:38):
Not Gen Z.
Doug Berger (00:39):
We do not belong to Gen Z.
No, no.
Uh, we definitely belong to GenX.
Johnny Diggz (00:44):
Yep.
Well, uh, what I like to callthe forgotten generation because
uh, we're small and And weforget a lot of things.
We're very forgettable.
Ha ha ha ha ha ha ha ha No it'sactually, it's interesting,
like, when you talk politics orwhatever they tend to skip over
the Gen X because, um,statistically, in numbers We
(01:06):
really don't matter, which isreally a reflection of how our
parents felt about us as well.
Slash
Doug Berger (01:13):
key kids, right?
Yeah, exactly.
So, so in the, in the world of,of storytelling for, for Gen Z.
Right?
We're, we're trying to connectwith them in very specific ways
that, that things are, thingsare obviously a lot different
between X and Z, right?
So, with, as it relates to, toGen X, uh, we were kind of
(01:37):
taught to consume, right?
Where, whereas Uh, in, in, in amaterial way, and, and I feel
like the, the script has beenflipped with Gen Z.
Johnny Diggz (01:50):
They, uh, there seems to be a, a different
emphasis on, uh, authenticity.
Doug Berger (02:00):
Oh, for sure.
And the way that the content isdelivered, right?
Johnny Diggz (02:03):
Yep, yep, yep.
Uh, they, uh, they tend to lookat, um, you know, that, that,
the concept of the, the, the,TikTok generation is so Oh,
yeah, on the shorts
Doug Berger (02:18):
with the short form video is as we call it is
Johnny Diggz (02:22):
reels.
Um, uh, YouTube shorts.
Um, you know, obviously tiktokhas been hugely in the news of
late because of the, of thelegal issues in the United
States.
Um, and, and, you know, andwithin that, um, Uh, Mr.
Beast has created a wholeburgeoning industry of
(02:43):
influencers.
Um, there are celebrities thatdon't hit the different
generations.
You know, I don't know if you'refamiliar with this guy named Mr.
Beast.
I am.
I have
Doug Berger (02:58):
children.
So of course I am.
So,
Johnny Diggz (03:01):
you know, if you haven't been, uh, if you don't
have children and if you're notin that, that might be Uh, an
unfamiliar celebrity to you, buthe's huge,
Doug Berger (03:14):
right?
Or, or just a brand new, uh,name that's coming on the scene
for you.
Yeah.
So Mr.
Beast is a little bitcontroversial and you, you kind
of brought up, uh, the, thepolitical landscape, uh, as it
related to, uh, to TikTok andthat temporary ban that, that we
experienced.
So as it relates to, um, To, tothe inclusivity.
(03:38):
Right.
I, I know that, that there'sthis whole idea of DEI that's
become a little bit polarizingpolitically, but one thing that
we've seen as it relates to GenZ has been that idea of
diversity and inclusivity.
Can you speak a little bit tothat?
Johnny Diggz (03:56):
So.
The, it's not, it goes beyondthat.
I think it's, um, that as ageneration, uh, Gen Z seems to
be more, uh, less concernedwith, with consumable,
consumerism, uh, less concernedwith, uh, with getting a job and
(04:17):
a career and that, moreconcerned with, uh, the climate,
more concerned with work lifebalance, um, and so these, Uh,
so sustainability,sustainability falls
Doug Berger (04:30):
in there, even community engagement beyond
mental wellness.
Johnny Diggz (04:34):
Yeah.
Yeah.
Yeah.
All of those things.
Um, And those, the, the brandsthat reflect those values, um,
are going to be more likelyconnecting with, uh, with, with
this generation.
Doug Berger (04:47):
What about technology?
I know that, that VR is becomingpopular.
AR is, is increasingly becomingpopular with them.
Johnny Diggz (04:56):
It's interesting to see those two specific
technologies because theyhaven't gone the direction that
we thought that that manythought that they were going to
be with, you know, metaobviously changed their entire,
uh, the name of the company tothis concept of the metaverse.
Um, we're still not seeing thathit.
(05:16):
Um, to the mainstream, but doyou think that
Doug Berger (05:20):
might have to do with the fact that Gen Z also
values that ethical component?
Do you think maybe the adoptionis, is being hindered by the
fact that maybe, uh, well, firstoff, we know Gen Z are not wide
adopters of, of the meta.
Uh, environment, right?
Facebook and Instagram.
They're, they're marginallythere, right?
Um, it's more so
Johnny Diggz (05:41):
probably in, in the, uh, the, the WhatsApp and,
and take a talk and it's, well,WhatsApp, Meta owns WhatsApp,
Meta owns Instagram, Meta owns,uh, threads, uh, but yeah, I
think that they're a little moreaverse to the metaverse, the
meta metaverse.
(06:01):
Um, but, uh, but yeah, for somereason they have no problem with
brands like TikTok, um, orSnapchat.
Um, and, uh, and I think thatthere's probably.
a new brand that a newtechnology that is going to come
out that's going to take overthis AR VR type things, maybe
(06:23):
with the metaglasses or some ofthe newer, the newer wearables
that are coming out.
Doug Berger (06:30):
So, I mean, basically what it comes down to
is that Gen Z is primarilyinterested.
In authenticity, um, they, theyare, are very much into, uh, the
values that brands, uh, putforward, um, and, and while
addressing social issues thatare relevant to, to Gen Z.
(06:53):
So a quick recap, right?
So what matters to Gen Z?
When it comes to creatingcompelling content,
Johnny Diggz (07:02):
I think Authenticity is got to be up
there 100 percent Socialresponsibility in Can you give
an example for that?
Um For example, I thinkCompanies that will, that, that
(07:24):
give back as part of their, um,uh, as part of their business,
uh, plan.
Doug Berger (07:31):
So it's part of that whole community engagement
idea.
Whether or not it's local, hyperlocal, or even on a national
level.
Like, uh, like we saw with Tom'sShoes, for example.
Johnny Diggz (07:41):
Yeah,
Doug Berger (07:42):
exactly, exactly.
And so, um And for those who areunfamiliar, um, for our one
listener that we're talking to,um, Tom's Shoes Uh, for every
pair of shoes that you bought,they would donate a pair.
Right.
I mean, it wasn't the exact samepair, but which we later found
out it was a much less, uh, lessexpensive, uh, pair of shoes,
(08:05):
but nonetheless,
Johnny Diggz (08:06):
good business on Tom's part.
Doug Berger (08:10):
And just to clarify, Tom is not the same guy
from MySpace.
Not
Johnny Diggz (08:13):
the MySpace guy, yeah, no.
It's supposed to be a Gen Z, nota Gen X.
Doug Berger (08:18):
And for our Gen Z listener, um, MySpace is sort of
like TikTok, but from, forpeople who were born in the
1900s.
Johnny Diggz (08:31):
It's the, it's the Friendster of the, of its day.
Doug Berger (08:39):
Does anyone
Johnny Diggz (08:39):
know what that is?
No.
Doug Berger (08:42):
Thank you for tuning in to Brand Brothers.
Big thank you to our presentingsponsor, Remix, the branding
agency, along with productionassistants from Johnny Diggs,
Simon Jacobson, and me, DougBerger.
We can't forget music by PRO.
Speaking of not forgetting,remember to do that like and
subscribe thing and find us atBrandShowLive.
com and follow us on the socialsat BrandShowLive.
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