Gen Z Insights: February 2023
As we kick off the month of February most of the sports world is focused on the upcoming Super Bowl as the Eagles face off against the Chiefs in Arizona.
Similar to how the NFL players are locked in to perform at their best on NFL’s biggest stage - the 98Strong team is laser focused and cranking away to hit our clients KPI goals while delivering value for our Student Athlete Community. With our New Year, New You campaigns firing on all cylinders, we are shifting focus to continue supporting our clients in winning over Gen Z year round with long term partnerships.
In this month’s edition, we feature our second infographic from our two-part series on the consumer behavior of NCAA Student Athletes. This time we discover the why "reasons" this core subset of Gen Z consumers purchase products.
Other features include our Student Athlete Spotlight: Justin Jackson-Juniel from Marquette Universities Track & Field team - who did an outstanding job representing Outstanding Foods.
On the client front, we highlight our work the last three months with MALK organics, a premium plant based milk company that is absolutely exploding right now!
Consumer Behavior Infographic
Wrapping up our two part series on the consumer purchasing behavior of Gen Z - we dove deeper to discover why Gen Z consumers make purchases and how this influential generation commit to new products they discover.
Below is the list of questions we asked over 300 male and 500 female NCAA Student Athletes from the 98Strong community:
The Why - NCAA Student Athlete Consumer Behavior "Reasoning"
Category of Purchasing - Consumer Packaged Goods
When are you more likely to purchase an item online?
How does receiving a discount factor into buying something?
How do you prefer to try new products?
How many times do you see something before you buy it?
How much time goes by before you purchase again?
Student Spotlight
Justin Jackson-Juniel
"Working with 98Strong throughout this process has been a breath of fresh air!
It's incredibly difficult navigating NIL deals on your own, so having a company bridge student athletes and companies alike has been a huge help for student athletes like myself.
I would recommend 98Strong to anyone currently interested in making money off of their name, image or likeness in college."
Marquette University: Track & Field - @justinjjuniel
Case Study
Similar to the hyper targeted retailer campaigns we have run with OLIPOP to drive retailer velocity, awareness trail and repurchase of their better for you soda, MALK was looking for an authentic way to connect with Gen Z and support their key new retailers as they gained distribution.
Over the past three months 98Strong activated 120 NCAA Student Athletes to support Malk's presence in Kroger & Kroger Banner stores across the Carolinas, Texas & Colorado.
The successful campaign flight has led to another campaign which will support their Publix launch in the Southeast this month!
Looking Ahead
We are thrilled with our latest campaign results and how the clients continue to see value from our unique process of winning over Gen Z by way of NCAA Student Athletes.
While this is amazing, there is nothing more rewarding than the fact that 98Strong has now helped over 5,000 student athletes from ALL sports monetize their NIL through working with some incredible clients who want to drive Authentic Gen Z Influence.
So, if we have not connected, let's get a call on the books or get together in person! I’d love the opportunity to share how we can help your brand or agency win over such a crucial generation of consumers.
Andrew Mavis
98Strong, co-Founder & CEO
