gen z & vodafone x ied

To reposition Vodafone on innovation and leverage on 5G, whilst focusing on Gen Z.

85% of Gen Z use their phones daily. They have grown up in a fully immersed digital world.

50% of Gen Z respondents surveyed in Italy know nothing about 5G. They are unaware of the tech which powers their digital lives and does not understand the scope of potential that 5G brings.

79% are willing to find out more and get comfortable with new tools.

Gen Z expects fast, reliable and low latency connection while using their mobile phones. Along with high quality customer service.

Align with Gen Z behaviours:

Authenticity

Education

Connection

Individual Expression

Sustainability

Become value-driven:

In a market dominated by the factor of convenience, Vodafone can leverage reinterpreting a purpose based on relevant Gen Z values in order to establish a deeper bond.

Become meaningful by:

1. Being simple and using simple communication to educate Gen Z.

2. Being authentic and transparent and thus increasing loyalty.

3. Being cool. Gen Z uses brands for self-expression and seeks brands that are cool. A value-driven brand experience will create a positive brand association.

1. The need to know what’s behind Gen Z’s accessibility has been eliminated because they take it for granted.

2. Being the most innovative brand lies in aligning with Gen Z’s conscious values.

“VODAFONE IS THE POWER BEHIND EVERY CONNECTION.”