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00:00What are the biggest consumer behavior changes that are affecting how you're planning for the future?
00:07Yeah, well, definitely Gen Z is the hot topic.
00:13And they don't need a physical card, right?
00:15They are dubbed as one of the first generations, I read this, to never step foot inside a bank.
00:22And so you've got to go to Gen Z.
00:25You've got to meet them where they are. They're highly influential.
00:29And their approach to life, to the consumption of content, is very, very different.
00:35And this generation is really driving a big change in the way we go to market,
00:42in the communication channels we use and the partnerships that we have.
00:47So what does that mean? Are you spending less on traditional TV, for example,
00:51and more on digital channels or partnerships with digital influencers?
00:57We still have a good mix of channels.
01:00You need a good mix of channels because we're not only targeting Gen Z.
01:04But our move into social is much stronger today than it was 10 years ago or 5 years ago even.
01:14But the other big shift in culture is the real intentional focus on experience
01:22and people wanting and actively seeking experiences, which is good for us because we're an experiences brand.
01:29But that's how we go to market. We focus on passions. We segment based on passions.
01:35So love of whether it's sports or culinary or music.
01:40And we have all of our sponsorship properties that then allow us to reach people
01:48through the things that they're really passionate about.
01:52Microsoft Mechanics
01:53www.microsoft.com
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