From consumer-to-consumer to the metaverse, Gen Z needs to take an active part in any channel, game or brand and expects a multi-way conversation involving brands, creators and communities. A brief presentation by Hamutal Schieber at a recent Baruch College lecture, Prof. Nizan Packin's "Law of Black Mirror" class.

1. Baruch College, Dec. 2021 HAMUTAL SCHIEBER, SCHIEBER RESEARCH
#TikTokMadeMeBuyIt
or: Commerce
Gamechangers

2. Today's
agenda
Gen Z: The Gamechangers
New generation - new expectations
New sources of Influence
New platforms - new commerce
New Commerce - new technology
HAMUTAL
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3. McCrindle, Generation Alpha, 2021 (Link)

4. Non-Binary consumers
#maincharacter
Community efforts and purpose
Self-Care
Mindfulness
Influence all around
IG living & #tiktokmademe
Non-stop availability
Tribes & Fandom
Digital Living
Unread...
Busy Lives
Seeking fun and indulgence
Convenience, here and now
Stress-Free
New Generation,
New Expectations
HAMUTAL
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5. CONTENT SHOPPABILITY, RESELLING AND THE INFLUENCE CURRENCY
Source: Schieber Research, 2018
HAMUTAL
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6. Influence
A new set of values and behaviors is delivered through
content and creators.
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7. 85% of global Gen Z consumers have purchased a product or
service after seeing it advertised or reviewed on social media
Influence
WARC, TIKTOK AND PUBLICIS, OCT 2021
HAMUTAL SCHIEBER, SCHIEBER RESEARCH

8. Influence
from Tiktok to Product Development to Consumers
HAMUTAL
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9. XIII
Personalization
& Concierge
Consumers expect personal solutions to help them with
their lifestyles and specific needs. Customization of products
and services - including tailor-made product customization,
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10. Make it Yours
Trends on Tiktok to products and back
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11. • Amazon has created a discovery page called “Internet
Famous: The Latest to Go Viral”, curating a selection of
favorite products featured in TikTok videos.
HAMUTAL
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12. Tribes
Driving conversations
•TikTok functions as an umbrella for countless subcultures
The platform became a source of education and inspiration

13. Influencers and creators are selling to their fanbase through their channels and through direct-to-
consumer platforms.
Meanwhile, consumers are becoming micro-influencers and sellers, through upcycling and
recycling, fandom merch and own merch.
New platforms -
new commerce
Consumer-to-Consumer
HAMUTAL
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14. New Platforms
Livestream videos
Facebook research (Sep., 2021) shows that 78% of global consumers say
that the shopping experience a company provides is as important as its
products and services. Over half (55%) of Gen Zers and 62% of Millennials
say they would buy directly from live videos when brands and creators
launch new products.
Social Commerce
As online shopping becomes more prominent, it's important for consumers
to still be able to interact with friends and share the experience together.
Virtual Stores
Many stores are creating virtual versions of their physical stores that you
can click to walk through. Shoppers can view displays and be directly linked
to the products they see.
HAMUTAL
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15. • In 2020, Walmart and TikTok collaborated on a livestream shopping
experience, during which the TikTok users could shop for Walmart fashion
items featured by popular creators without having to leave the platform.
Walmart reported 7X more views than anticipated and grew its TikTok
followers by 25%.

16. Saks Fifth Ave

17. Aldo

18. American Girl

19. Wrangler

20. Charlotte Tilbury's virtual
shopping "wonderland" where
you can video-chat with your
friends directly on the website.

21. HUBSPOT 2020

22. • Depop, the peer-to-peer fashion
resale marketplace, has 30 million
active users across 150 countries,
90% of them are under the age of
26.
In 2021, Etsy acquired Depop for
approximately $1.625 billion.
HAMUTAL
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23. • Redbubble, an online marketplace for print-on-demand
merchandise by independent artists, has evolved into a community
that helps individuals celebrate their personal taste, interests,
aesthetics, and fandoms. The site even collaborates with brands to
allow artists of fan communities to create licensed fan merch.
HAMUTAL
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24. New
Technology
Blockchain, cryptocurrency and NFT
Into the Metaverse!
@JIMMYFALLON'S
BORED APE YACHT CLUB
NFT

26. Ariana Grande held a virtual tour on Fortnite in front of millions of fans worldwide,
selling exclusive in-game merchandise and quest rewards

27. NFTs
NFTs transform digital works of art and other
collectables into one-of-a-kind, verifiable assets that
are easy to trade on the blockchain. A Non-Fungible
Tokens is attached to data: who made it, who owns it,
and a load of other possible metadata about it are
stored on the blockchain.

28. Skin School x Clinique Laboratories metaverse (2021) is an experimental virtual space
that hosts videos from experts, virtual skin classes and behind the scenes peek of
Clinique’s beauty products using augmented reality and AI.
Recently, Clinique launched its first limited edition NFT, called “MetaOptimist”.

29. • IMVU hosted a virtual fashion show, featuring digital items from 7 emerging fashion
designers that available for purchase and exclusive items for auction as NFTs.

30. Adidas + Bored Ape Yacht Club, Pixel Valut's Punks Comic and crypto
investor Gmoney. Adidas posted teaser visuals of their NFTs donned in
apparel with the brands' logos on them.

31. • Gucci has been partnering with several
virtual spaces for the last few years.
The brand launched a limited-edition virtual
Gucci Garden on Roblox, a virtual island on
Animal Crossing: New Horizons for its
#ForeverGuilty campaign, a custom in-game
fashion line for “the sims 4” and digital
products for avatars on Genies.

32. Conclusion
Gen Z: The Gamechangers
New generation - new expectations: upcycling, reclaiming,
personalization
New sources of Influence: tribes, social media, brands
New platforms - new commerce: consumer-to-consumer,
livestream, social commerce
New Commerce - new technology: the future - metaverse,
crypto and NFTs
HAMUTAL
SCHIEBER,
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33. Thank You
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hamutal@researchci.com
linkedin: https://www.linkedin.com/in/hamutal/