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When it comes to Gen Z, theres no shortage of studies, analysis and -most importantly- memes to signify where this cohort of the population is in terms of progress. While the verdict is still out on what will come to define this forward-thinking generation born between 1995 and 2015, their social impact is hard to ignore. At a glance, it clear to see the numbers are worth noting: 61 million individuals in the U.S. alone are Gen Z-ers and they are expected to make up 30% of the labor force by 2030 according to the U.S. Census Bureau. Theyre also the most diverse generation in history with just over half being comprised of non-Hispanic whites.

They are digital natives, savvy self-starters and ready to do away with conventions for social equity. Theyve even popularized the now viral ok, boomer meme as a catchphrase to dismiss the criticism from older generations, sharing videos with the hashtag over 44.6 million times on TikTok. Its clear what they think about the world around them and how the status quo is growing obsolete but what are they doing with this sense of autonomy?

Putting a human lens on Gen Z-ers to help answer the big questions, the strategic and social marketing agency, PRZM, got up close and personal with a dynamic group of Gen Z-ers across industries, interests, and backgrounds for a glimpse at their worldviews. In a video produced in collaboration with agency co-founder Larry Milstein and brand marketing consultant Liz Toney, a diverse group of creators spoke on some key questions for their generation.

With general questions centered around developing community, choosing optimism and defining influence, the group of participants waxed poetic on a range of subjects. And their outlook matters: Gen Z makes up about a quarter of the population in the United States and the United Kingdom and has an annual purchasing power of $44 billion. Plus, they are quickly entering the workforce, challenging social norms and leading the charge as digital natives in an ever-evolving media landscape.

While these Gen Z-ers represent a little slice of a broader social context, their collective impact as digital creators, activists, and entrepreneurs comes to play in the video interviews. Featured among the group were Olivia Seltzer , the 15 year year-old founder of a text-based news outlet called The Cramm and Dani Perkins, whose role as Nickelodeon's first multi-racial princess is changing the face of influence. The others are curating tastes for audiences in the hundreds of thousands on social media, writing for Netflix series and lending their voices to the most urgent social causes like climate change and human rights.

Theyre also monetizing their online outputs at faster rates than ever before while taking a holistic approach to righting the wrongs of the world. Ive seen us referred to a lot as the activism generation or the founding generation as in our founding fathers and I think that definitely a big aspect of my generation is our interest in the world and in actually creating change, Seltzer says. Influencer, Lily Chee, speaks to the pace of the generation saying, I think what defines Gen Z is just moving fast. Were not used to waiting around for stuff, everything I want to come quickly.

When it comes to speed, however, theres more to Gen Zs sense of urgency than instant gratification. Whats really different about my generation from others is that we really do have such a connection with people from countries all around the world. I talk on a daily basis with people thousands of miles away from me who I would have never been able to reach without social media, Seltzer says. After the 2016 election shifted everyones attention to the growing political unrest in the country, Seltzer created an outlet that caters to a generation that looks to less traditional sources like social media for their news. Since launching in 2017, the teenager collects headlines every morning to break down world news with the help of a small editorial team to create a newsletter sent to email and text inboxes every weekday. Reflecting the self-starting Gen Z ethos with her platform for curated news thats approachable for teens.

PRZMs interviews also feature Gen Z change-makers like 24 year-old Netflix writer and comedian, Buck Andrews, 23 year-old LGBTQ activist, Spencer Bistricer and 19 year-old DJ Lil Lexi.

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Beyond The Meme: How These Gen Z-ers Are Making Their Mark - Forbes

Social media is visual. Images (and, increasingly, video) are the most engaging content on all channels.

The 3.2 billion active users across all platforms are eager for relevant content, and images are essential to capturing their attention. When people get information paired with an image, they remember 65% of that information three days later, compared with 10% retention of information heard. Facebook posts with images garner 2.3 times the engagement of posts without images.

With easy access to cell phones, social media managers can create a steady stream of image content. However, we still need forethought, planning and a discerning eye to create high-quality images that are truly memorable and fit a brands tone.

If you work with or know a skilled graphic designer, employing their expertise can ensure that your images are beautiful and aesthetically consistent. Smaller brands and agencies may not have a graphic designer on staff, and minor design needs often fall to social media managers.

Some social media professionals have design knowledge, but even beginners can leverage a few key elements of design and apply them to social media imagery.

The foundation of all images is coloreven those in black-and-white. A basic understanding of color theory is important to staging, editing and posting images that engage your brands followers.

Color theory: The basics

Color theory is a broad term that encompasses decades of scientific study and exploration. The base is the color wheel, which itself has a multitude of iterations. The key parts of any color wheel are:

Any color wheel you choose can guide you in complementary colors, or color harmony. Colors and shades directly across from each other on a color wheel are complementary, meaning that when paired together they provide a contrast that is pleasing to the eye.

Color harmony involves analogous colors (any three colors next to each other on the color wheel). The contrast, or lack thereof, these sets create makes an impact, even if the image is altered to black-and-white.

Certain colors have different meanings in various cultures, and warm and cool shades evoke different emotions. Human emotion and color are strongly tied together.

Planning your images with these considerations in mind helps create the desired atmosphere, tone and action for your brand.

Color theory on social media: Tips for making an impact

We all have at least a vague idea of what images look good, perhaps without understanding why they appear that way. When you apply color theory to the photos you take and graphics you create for social media, youll start to grasp the science and art behind it and then create images that show a consistent brand image and drive your followers to action.

When setting up a photo or beginning to design an image, first consider your brands color scheme. If you have a well-designed logo/branding guide, its likely that the colors are already complementary or analogous. These colors are good choices for your base social media palette. Try to plan images that include these colors in some way.

Complementary colors create contrast, a technique you can use to bring the eye to a focal point. Contrast in images has also been shown to drive conversion rates.

Colors evoke emotion. If youre going for feelings of warmth, power or love, choose colors in the warm-color range, such as reds, pinks, oranges and yellows. If youre aiming for soothing and calming, choose a blue or a green.

Carefully consider the target audience and how their cultural background affects perceptions of color. For example, the color white in Western cultures often represents purity and elegance, but in some Asian cultures, its a marker of death and bad luck.

Remember that hues appear differently on digital screens than on paper. A color you choose from printed brand material may look slightly different onscreen, as will colors in the photos you take. You might need to edit and adjust images to get your desired effect.

Intentional use of color theory in your social media images will help create a cohesive brand presence that engages your followers. Keep in mind complementary and analogous colors, your brands color scheme, contrast, how colors stir emotions, and the differences in printed and digital material, and youll design images that stick with your audience long after theyve logged off.

A version of this post first appeared on the A.wordsmith blog.

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Why and how to apply color theory in social media marketing - PR Daily - PR Daily

With talent in high demand, companies cant recruit the best unless they have a unique and positive offer, and these days its not just about the package. In a candidate-driven market, HR leaders in survey after survey have underlined the challenge of filling senior and executive positions. The top people by definition will have options, so they are often looking for that something extra that makes an opportunity really special and gives them additional motivation to sign on to a new company.

To deal with this challenge, companies usually try to appeal to the tangible advantages. This includes salary and benefits. But it will also invariably focus on the job itself, and how it will be better than their current post: more opportunity, more seniority, more creativity. Sometimes it works. But often it does not. What can companies add to tilt the odds in their favor and bring that new recruit over the line?

Our Better Angels. Having a powerful social mission that speaks to a higher purpose and true motivating values of the company can be a very strong magnet for top talent. It offers the chance to be part of a mission bigger than just profit and sales, and shows that the people in the company are a community joined by a common purpose.

Having a powerful social mission that speaks to a higher purpose and true motivating values of the ... [+] company can be a very strong magnet for top talent.

A standout example is San Francisco-based Fireclay Tile, one of the few design companies to have achieved B Corporation certification as a socially and environmentally responsible business.

Having a framework of social responsibility and being very clear and transparent about it is something that many, many people have been very excited by, explains CEO Eric Edelson. As a result, we are able to hire people away from larger companies. They want to work for a brand that is producing something beautiful and also achieve something special for the world, together, rather than just making and selling tile and focusing on profit.

How to Adopt Cause Marketing. Taking this approach on board can provide real benefits, but it is not a simple fix. Here are some of the key steps:

Words of Caution. In adopting a social mission, bear in mind these two critical points:

For Fireclay, however, the benefits of this effort have been significant. Weve always been looking for missionary over mercenary, says Edelson. But since having the B Corp certification, it has naturally been more consistent we are not only living our values but broadcasting them more. We cant say we are saving the world, but we are committed to making the largest contribution we can, and this is an attractive differentiator, especially for a younger generation looking for a mission-driven organization. They feel theres a higher purpose than just making money, and this definitely helps us attract and retain personnel.

Read more:
The Truth Behind Attracting Top Talent Through Cause Marketing - Forbes

One of the emerging social media trends of significance is the concept of "detox" consumers who are unplugging from their social media accounts either partially or entirely. The numbers are significant: a study from Pew Research Center found that 26% of social media users deleted their Facebook smartphone app last year.

Social media users do this for many reasons but most often do so because they feel overwhelmed by the stresses of constant social media engagement.

Furthermore, a new study by Matthew Lapierre at the University of Arizona finds a link between smartphone usage and depression. Another new study from authors at Stanford University and New York University finds that deactivating social media can impact your well-being and improve your lifestyle in positive ways.

How can you make sure that even those who detox keep up with your products, services and content online? Be their feel-good exception! Here are some strategies you and your team can employ:

Sending a message via social media that commiserates with them, such as, "Hey, we get it, social media can be negative and exhausting sometimes," can be worth its weight in gold. In your message, ask your audience to stick with you and explain that you intend to bring them product and service info that will make their lives better, not stress or annoy them any further.

When planning new ad campaigns, always put a smile into your copy. Use engaging, positive language, and make sure your audience sees what you have to offer as effective, enhancing, helpful, fun to use, and indispensable to their lifestyle.

Stress customer service speed as an asset. Make your audience see that if they continue to engage with your brand on social media, you will make every experience they have with your brand a good one.

Many people dispense with social media when they perceive, either through a negative personal experience or by hearing about experiences from others, that their privacy is at stake for being compromised by a brand or platform. Stress how scrupulously you protect all private identifying info your customers provide to you.

Then, walk the walk: put more-than-sufficient resources into protecting against data breaches and tech glitches. Give your audience every reason to trust you.

Spread your advertising resources around so you're not relying on social media marketing exclusively. Look into other forms of digital advertising and old school techniques like direct mail, which still can work well.

Ask your audience what turns them off in terms of advertising styles, i.e., too-frequent messaging or an inauthentic voice then don't do it. Simple!

Make sure the influencers you use are truthful in relating their own frustrations and, at the same time, honestly stress the benefits of your brand. If your audience's relationship with these influencers is strong, your brand will not fall by the wayside in their minds.

or lack of interest in the products, services and advertising you're putting out there. When you see negative patterns, turn the tide as needed and change what's not working.

It's crucial to take your audience's temperature in a thorough way and let them know you respect their time and opinions. Keeping your message supportive in just the right way will keep you immune from the effects of detox...and increase your bottom line!

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How to beat the trend of social media detox and boost your marketing power - MultiBriefs Exclusive

The Bureau reached out to brands and marketing agencies following a thorough review of influencer marketing practices across various industries, including health and beauty, fashion, technology and travel. Arthur C. Green/Submitted Image

Consumers must be able to easily recognize when social media content is actually an advertisement.

The Competition Bureau sent letters to close to one hundred brands and marketing agencies involved in influencer marketing in Canada, advising that they review their marketing practices to ensure they comply with the law.

When navigating the digital marketplace, consumers often rely on the opinions shared by influencers, Matthew Boswell, Commissioner of Competition said. To make informed purchasing decisions, consumers must know if these opinions are independent or an advertisement. Ensuring the truth in advertising in Canadas digital economy is a priority for the Competition Bureau.

Influencers should clearly disclose the relationships they have with the business, product or service they promote. There is a relationship if the influencer receives money or commissions, free products or services, discounts, free trips or tickets to events, or has a business or family connection with the brand, among other things.

Influencers should also be honest, and base any reviews and testimonials on actual experience. The Competition Act applies to influencer marketing just as it would to traditional forms of advertising.

Businesses share responsibility with influencers when they post advertisements on social media, as they may be liable for false or misleading content. Advertisers may pay or compensate influencers to create and share content that feature their products or brands.

The Bureau reached out to brands and marketing agencies following a thorough review of influencer marketing practices across various industries, including health and beauty, fashion, technology and travel.

The deceptive marketing practices provisions of the Competition Act apply to anyone who is promoting a product, service, or any business interest, and those who do not comply may face significant penalties.

agreen@vistaradio.ca

Twitter.com/artcgreen

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Influencer marketing: businesses and influencers must be transparent when advertising on social media - My Yellowknife Now