According to the World Economic Forum, millennials are the largest group of adult consumers, representing 23 percent of the global population. About one-quarter of the Millennials live in Asia. Born between 1980 and 1994, the millennials are the most educated demographic group.
Generation Z, however, is gaining ground on the Millennials. Gen Z succeeded the Millennials. They were born between 1995 and 2012. This digital generation is beginning to gain spending power, according to Forbes.
For brands to succeed, they’ll need to appeal to these generations, says Daniel Gallagher, owner and youth culture marketer at Future Collective. Future Collective is a full-service brand marketing firm that targets Millennials and Gen-Zers in Japan and the West. The company also focuses on Japanese localization.
“Youth adults and youth are very different from previous generations,” says Gallagher. “Reaching them involves user-generated content on platforms such as Tik Tok and recommendations from social media influencers. Social media and content creation are critical components of a brand’s campaign.”
Future Collective defines itself as “digital alchemists.” The firm develops “authentic relationships” between brands and their customers. Gallagher often enlists the talents of other creative professionals to build brand campaigns and his company, Future Collective, specializes in connecting creative professionals in all disciplines.
Daniel Gallagher is an experienced marketer and has worked with familiar brands such as The Ritz Carlton, Macy’s, Red Bull, Marriott International, and Gianni Versace. Currently, he’s amassed an exclusive Versace fashion archive, For the Love of Versace. The archive contains 5,000 pieces of fashion goods created by the late designer. He’s also building a tribute to Versace.
Gallagher is also an excellent storyteller and serves as producer and creative director at Misthios Media, a boutique storytelling agency in Hawaii.
Born to a Japanese-American mother and an Irish-American father, he grew up in Honolulu. He frequently travels to Tokyo and considers himself a bridge between East and West.
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