By Rebecca Roberts, Thread & Fable
The podcast currently has 46 episodes available.
We’re talking about connecting your brand to Gen Z with Alex Haider and Izzy Hall, Senior Content Executives from Pion, an agency that helps brand specialise in student and Gen Z audiences.
Pion is formerly known as Student Beans, Beans ID and Voxburner, before launching as Pion earlier this year. They also run the successful global event, Youth Marketing Strategy (YMS).
We talk about some of the insights from Pion’s recent Youth Trend Report, in particular unhelpful assumptions, tone of voice, aesthetics and pop culture and subcultures and whether cancel culture is done. Along with top tips from Alex and Izzy on how to better connect your marketing efforts with Gen Z we talk trends, insights and a ton of examples.
Follow Izzy and Alex on LinkedIn
Things we talk about;
We’re starting Season 5 off with a conversation on the future of news media, with Nic Newman, Senior Research Associate at Reuters Institute, University of Oxford.
A journalist and digital strategist, Nic played a key role in shaping the BBC’s internet services for over a decade and was a founding member of the BBC News Website. He led international coverage as World Editor and as Head of Product Development for BBC News helped introduce innovations such as blogs, podcasting and on-demand video. More recently he’s led digital teams, developing websites, mobile and interactive TV applications for news, sport, weather and local. Nic played an important part in the development of social media strategies and guidelines for the wider BBC.
At Reuters, he shares a breadth of research that unpacks the trends in news media consumption, evolving technology including AI, the impact of social-first and what this means for a younger news audience as we look ahead.
Follow Nic:
@nicnewman on X and on LinkedIn
Reuters Institute research we mention:
Reuters Institute Digital News Report 2024
The kaleidoscope: tracking young people’s relationships with new
AI and the future of news
How publishers are learning to create and distribute news on TikTok
7 ways to create a newsroom Gen Z will want to stay in
Other things we mention;
What does news media mean to Gen Z?: An investigation into the media habits of Gen Z in the UK (Feb 2024)
FT Strategies. Unlocking the potential of younger audiences: securing tomorrow’s readers
People vs Algorithms Podcast
Season 4 finale with host Rebecca Roberts joined by Ruth Dale and Nathan Monk to discuss behaviour change, tech and higher education.
Ruth Dale is founder of the Behaviour Change Marketing Bootcamp, having worked across major national campaigns in the health and public sector. She shares her specialist understanding of behavioural science and how using it within behaviour change marketing campaigns can really help to influence action among a youth audience.
Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies.
If you work in further or higher education, there's an early bird offer available to listeners for a special Behaviour Change Marketing Bootcamp hosted by Ruth and Rebecca on the 29th February https://www.behaviourchange.marketing/FEHE
Find out about Prospectus Plus
Connect with Nathan
FInd out about Behaviour Change Marketing Bootcamp
Connect with Ruth
You can sign up for Rebecca's Engaging Youth update which comes out every Friday and brings you the latest insight and updates on youth audiences here https://www.threadandfable.com/
If you are interested in supporting the podcast or have an idea for an episode for next season contact [email protected]
We hear from Rodney Hinds, Sports Editor at the Voice Media Group. Author, broadcaster and lecturer, Rodney co-founded the Football Black List alongside another recent Hear It guest Leon Mann, and among numerous accolades, featured on the Diversity Powerlist this year. We talk about the British Black Voices research, in particular findings around young adults as well as sport and why what we see on the pitch and how it's dealt with, can play a significant role in society.
Rodney Hinds on LinkedIn
The Voice online
Black British Voices Research
Articles from Rodney
Book recommendation: Why We Kneel How We Rise by Michael Holding
We talk with Sarah Brown-Fraser, External Affairs Manager at the Activity Alliance, the national charity and leading voice for disabled people in sport and activity. Sarah is passionate about influencing change through inclusive, representative and accessible external affairs, and as one of the few disabled leaders in sport, continues to push for progress in her role at Activity Alliance and as a board member of Greater Manchester Moving. We talk about how young disabled people are accessing sport and activity, how we can improve our marketing and communications with them, representing different voices and lots of guides and tools to help us.
You can find Sarah on LinkedIn and Twitter (X)
https://www.activityalliance.org.uk/
Some of the fantastic resources we mention that Sarah and her team have created can be found here;
Inclusive Communications Guide
Inclusive Communications Factsheets
CIPR Inclusive Communications
Business Disability Forum
We welcome John Gilbert, Managing Director of Eski Media to this episode. We're talking about campaigns that tackle social issues and how we can co-create and work with youth audiences to create ones that make a difference. Eski Media is a creative media and marketing agency that's ambitious about creating social change through its work.
They've led numerous campaigns where engaging youth audiences and complex range of stakeholders has been part of the process.
Connect with John on X and LinkedIn
Eski Media
Campaigns from Eski we talk about:
Step Up
Influenced
Got your back
Thrown Away
And the new drama series being packaged for a range of public services, Circle North (well worth checking out).
Book John mentions: Science of Storytelling by Will Storr
Ben Verinder, MD of Chalkstream, a specialist reputation research and management agency, talks to us about the challenging market Further Education sits within, it's complex audience groups and what marketing and communications teams can do to tackle it.
Chalkstream: a specialist reputation research and management agency, which has worked with over 100 colleges, universities and schools, as well as a host of other clients and recently spoke at the All Parliamentary Project Group for Skills, Careers and Employment.
Connect with Ben on LinkedIn
Things Ben mentions
We welcome Leon Mann MBE onto the podcast this epsiode. Entrepreneur, activist, broadcaster turned filmmaker, who’s spent his career telling stories throughout the world of sport. Founder of independent sports consultancy and production company Refresh Sports, also set up the Black Collective of Media in Sport (BCOMS), the networking group for black sports journalists, as well as the Football Black List, an initiative he co-founded in 2009, which highlights the achievements of black representatives in sport.
This episode we talk about diversifying talent within the sports industry, how BCOMS is elevating young talent and working with an industry that still has a way to go, in order for diversity of thought to improve the content, opportunities and leadership shaping its path.
Things Leon talks about:
The D word research from BCOMS
StreamYard
Week One Summer by Floyd Steadman
Ego is the Enemy by Ryan Holiday
Real Wins: Race, Leadership and How to Redefine Success by Michelle Moore
We hear from Ruth Dale, Founder of Social Insight Marketing, a behaviour change marketing specialist, offering training to practitioners across a breadth of sectors looking to adopt a behaviour change approach to their work.
With over 20 years experience across NHS, local and national government, Ruth has worked on almost every social and health issue out there. As well as her infamous behaviour change bootcamps, she also hosts the Behaviour Change Marketing Bootcamp podcast.
You can find Ruth on Twitter, LinkedIn and her own site here
Things Ruth talks about including models and templates to try...
Books Ruth Mentions
Hear from Kyle Campbell, founder of the Education Marketer and self-confessed writer, content marketing evangelist and internet culture nerd. His newsletter and podcast bring updates, insights and examples from around the world of Higher Education.
We talk about the latest trends, how to drive relevant conversations with prospects as well as find out what youth stereotype annoys him the most.
https://www.educationmarketer.co.uk/
https://www.educationmarketer.co.uk/podcast
The content Kyle recommends....
The podcast currently has 46 episodes available.