Gen Z Insights: December 2022
As 2022 comes to a close, many of us are cranking on Holiday activations to hit our end of year goals, all while finalizing plans for New Year, New You campaigns.
The real shopping trend that continues to pick-up momentum each year in the US is New Year, New You, specifically for brands in the health, wellness, fitness and consumer packaged goods.
So, for this month’s infographic we surveyed 800 student athletes from the 98Strong Community about their New Year’s goals for health, wellness, fitness and the shopping tied to achieving those goals.
Additionally, we feature Abi Brighton, a Junior on the women’s soccer team at Vanderbilt University as our Student Athlete Spotlight. Abi was one of the top performers in our Q3 influencer marketing activations for retainer client, OLIPOP.
New Year New You Infographic
Each New Year brings new perspective, new knowledge, new approaches, and most of all new goals for ourselves, families, friends and co-workers. This time honored tradition of goal setting aligns perfectly with the top brand marketers storytelling to US consumers on the latest products that help others achieve their New Year’s goals.
Over the past few years, one of the most targeted consumer audiences for New Year, New You has been Gen Z! So, we figured who better to survey on this popular topic than 800 NCAA student athletes from the 98Strong Community.
New Year, New You w/ Student Athletes:
Did you meet your fitness goal in 2022?
Do You Plan to Increase or Maintain Your Overall Health in 2023?
What is Your Budget for Health, Wellness & Fitness in 2023?
What Do You Plan to Purchase in 2023?
Do You Spend More Over Holidays or New Year, New You?
Who Are You Buying For New Year, New You?
What Is Your New Year's Resolution?
Student Spotlight
Abi Brighton
"98Strong helped me use my platform and network with top consumer brands such as OLIPOP, in ways that I would not have been able to do without them!"
Vanderbilt University: Soccer - @abi_brighton
Case Study
OLIPOP continues to be one of our best client case studies to date. The relationship started at the beginning of this year with a few successful campaigns that led to our now successful hyper-targeted retail mass influencer marketing activations.
We couldn't be more proud of the results these campaigns have provided OLIPOP, but more importantly the paid opportunities it has brought so many NCAA student athletes this year. Check-out the data and insights from our Q3 activations in this case study.
Looking Ahead
With just a few weeks from the end of 2022, I wanted to take a moment and thank our student athlete community, clients, investors, advisors, the 98Strong team and this evolving new industry of NIL.
If you had told me three years ago I would not be playing water polo abroad, but instead would be the CEO of a marketing agency helping all student athletes monetize themselves I would have thought you were crazy.
98Strong is thankful to be a part of something that is just getting started! So, if we have not connected, what are you waiting for? Let's find a time for a Zoom or better yet an in-person meeting to see how we can help you achieve - Authentic Gen Z Influence in 2023!
Andrew Mavis
98Strong, co-Founder & CEO
