Group Brand Strategy Youth Segment Executive Summary
FOR INTERNAL USE ONLY
The aim of this booklet is to give you an overview on how, Swedbank as a group approaches the youth market and how we want to be perceived by the youth. It explains why youth is an important market for us, defines our youth strategy, and demonstrates how we deliver the strategy. Last but not least, it gives you an insight into who the youth are. Enjoy reading, but more importantly keep the content in mind in your daily work.
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The need for a youth strategy The youth are unprofitable In general, it is not unfair to say that young people as individuals are not our most profitable customers. This is quite normal. They do not have such extensive financial undertakings as adults and thus do not have the need for the same financial solutions. So, why bother? Well, the answer is quite simple. First, the youth represent a large group in modern society, so great potential lies within this group. Second, we need to build future loyalty towards our brand. And the best way to do this is to start building the relationship early. Young people are easier to influence and they are also key influencers. Hence, starting early is key for our long-term success. Building relationships with the youth If we can be successful in building relationships with the youth, they are likely to stay with us as their financial undertakings increase with age. And that is the overall aim of our youth strategy: to build relationships with the youth today, and thus gain revenue tomorrow. This will secure our future competitiveness and success.
Build relationships…
…Today
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Gain revenue…
…Tomorrow
Our youth strategy »By influencing the youth in financial aspects we are to be perceived as the number one financial educator and enabler. And by tying the youth to us as early as possible, being close to them on their journey to adulthood, we will strengthen the relationship and likeability toward our brand and thus securing future revenues.« About the strategy The strategy is a group-wide tool, valid for all our markets. It gives us direction on how to work with the youth. It defines our approach in all interactions with them and facilitates the alignment of our activities towards them. Ask yourself, is your activity on or off strategy? It should be on.
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Leveraging the strategy One key part of our strategy is to demonstrate longevity with the youth, taking it slow and building relationships step-by-step, based on their changing and increasing needs. Keep in mind that on the youth’s journey from childhood to adulthood, our point of relevance will differ. And so should the objective with our interactions. We can always be relevant for them if we show that we understand them and their needs. For us it is a marathon, not a sprint. The reward for what we do today will most likely be reaped years from now. The relationship is built on three logical dimensions. Taking baby steps initially, during childhood, it is about slowly introducing our brand to the child, letting the child get to know us in a positive and fun way. Secondly, when the youth’s functional needs increase the relationship will be reinforced through our products and services. Finally, when the youth reaches adulthood, we need to ensure that their emotional bond to us is so strong that we do not risk losing them for purely rational reasons. The best way of doing this is to acknowledge the relationship personally.
Strong Relation
Personell
Products/ Services
Weak
Awareness At an early age, the main objective is to tie the individual to us through parental products but also to introduce them to our brand via non-core business touch points. Childhood
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With age, our products and services become more important in order to enforce initial brand awareness. By offering products and services we intensify the relationship with them.
As the youth get older and closer to adulthood this is our last opportunity to establish loyalty and bridge them into retail. So in order to maintain relevance and keep building the relationship prior to conversion into retail, we have to acknowledge the relationship personally - thus reinforcing the emotional bond towards the brand.
Age Early adulthood
Areas of focus We have identified four areas of focus in order to deliver the strategy. These four areas are applicable on the logic of building a relationship step-by-step based on the changing and increasing needs of the youth.
Educating them in ways and times of receptiveness
By using methods, touch-points and content in our educating role that are fun, interesting, easy to understand and relevant for the youth, we will deserve and gain their trust not just as an educator but also as a financial service provider.
Products and services aligned with their needs
By offering them a wider range of our products and services and by giving them greater possibilities in terms of product and service functionalities as their needs change and increase with age, we will continue to be relevant for them.
Communication that is adapted for target group
By using communication adapted to their stage in life we will see a greater acceptance for our brand. It’s about striking the right balance in terms of look and feel, and tone of voice.
Being where they are
By being on forums and using channels that they use, we stay close to them throughout their journey in adulthood. Both in terms of marketing and banking, this is our way to be relevant for them.
If we look at educating them in ways and times of receptiveness as an example, for a three year old it can be a drawing and activity book containing simple exercises for the child. For a 21 year old in full-time work on the other hand, education has a totally different meaning. It is more about learning to have a holistic view on private economy. And obviously, between the ages of three and 21, there is a learning curve.
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Our group-wide youth framework The framework sets out to provide a group-wide view on the target market. It also provides a deeper understanding of the target groups’ receptivity, needs, wants and drivers. This makes it possible for us to better map tailored offerings, messages and channels to different target groups, which help us make our brand relevant for the youth.
The framework consists of three levels mapped out in the model below:
SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post-secondary students
Pre-schoolers
Upper secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Unemployed
Parents Grandparents
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Level 1: The whole youth market, named Swedbank Youth. Level 2 Three distinct life stages within Swedbank Youth, named accordingly. Level 3 Ten primary target groups within Swedbank Youth, divided under the three life stages, named accordingly.
Parents and Grandparents As no banking decisions can be made by someone under the age of 18 without a guardian (please note that the age when you are able to legally make your own decisions may vary a bit due to local conditions) parents and grandparents are to be perceived as the decision makers. Grandparents are increasingly active in relation to their grandchildren and should therefore be included as part of the “guardians” for children and teens. These are to be perceived as secondary target groups.
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Level 1: Swedbank Youth SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Level 1 defines the whole youth market. It encapsulates the total market, that is the entire group of individuals towards whom the youth strategy aims its marketing and offering.
Unemployed
Parents Grandparents
Our defined youth market ranges between the ages of 0 and 25*. The reason for starting the age range at 0 years of age is that we have an opportunity to target parents with for example insurance and savings offerings. An early start in the age range is also relevant since it provides us with a reminder of the importance of building relationships early on. The upper limit of the age range at 25 years of age has been selected because it is the highest age we have today before customers fall into the retail offering. At that point it is crucial to ensure a soft landing and maintain loyalty. Commonalities among the youth When we talk about the youth as one group we need to understand and acknowledge that there are differences. These differences are explained through differences in generations, but also in level two and three of the youth framework. However there are also some characteristics that define the group in common. They are: digital natives, who grew up and are growing up in the digital society we now live in. Since they are accustomed to multiple digital platforms they are connected multitaskers, and they do not go online solely to retain information but also to provide it. “Sender and receiver” is not their game. They are critical and demanding consumers, and they are fans of convenience and functionality. They are used to freedom of choice and do not like to be locked in by long term subscriptions. In terms of banks and banking, it is not at the top of their agenda. However, they are receptive to financial knowledge when they have a need. When in contact with banks they want to feel noticed and understood. They want banks to be friendly and simple, and at the same time reliable. * In our local markets there are some deviations on the precise age range. The framework provides a group point of reference.
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To summarise the commonalities, they are: • Digital natives • Connected multitaskers • Active content providers • Freedom lovers • Demanding critical consumers • Fans of convenience and functionality
• On a journey to adulthood • Not interested in banks • Receptive to financial knowledge when needed • Looking for a friendly, simple and reliable bank
Three generations of the youth market Everyone remembers how it was to be young, but we do not know how it is to be young today. If we want to get to know our youth market we must understand which generations we are targeting, what their characteristics are and what their attitudes and behaviours are. This gives us clues on how we need to approach the youth market in order to be relevant. In the youth market of today there are three generations: Generation Alpha, Generation Z and Generation Y. The infants and children born today are part of an upcoming generation often called generation Alpha. The values and behavioural traits of this generation are of course not possible to fully grasp, but there are tendencies and ideas about generation Alpha that are worth noting. Generation Z represents the teenagers and children of today. It is a generation of special interest, since it will be relevant for the youth strategy for many years to come. The late teenagers and young adults of today are members of Generation Y. It is a generation that reaches back all the way to the seventies. For us the late generation Y is of interest (youth born after 1987), therefore the description of generation Y focuses on these youngsters.
Did you know that almost all Estonian youth in the age range of 20–24 have made a purchase online. The same goes for the Swedish equivalent.
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Generation Y Age
State of the world
• Born between 1985-1995 • 17-25 years old
• • •
Technological development
• Happy to depend on friends or corporations to find the material they need on the net. • Free is key – daily newspapers, fixed TV schedules and fixed phone networks are not for them. Not because they are old, but because they lock them in. • Active content providers and not only consumers on the net. • Decision-making skills: have grown up able to make choices. • Open-minded and tolerant to ethnical differences. • Into brands – use them to express their lifestyle. • Also active and demanding consumers, and advertising sceptics. • Think green products are important, but do not buy them.
• Generation Y witnessed the digital revolution. • People born in the nineties have little recollection of how things were before the Internet and mobile phones.
Behavioural traits • • • •
Individualistic, but also family-oriented with large social networks. Influenced by their networks in decision-making and consumption. Top priorities in life for late GY: Get a job, find love, have children. Want daily access to the Internet, computers and phones.
A time marked by regional conflicts and struggles for liberation An increased neoliberal approach to politics and economics An increasingly digitalised, networked and globalised society
Generation Z
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Age
State of the world
• The teenagers and children of today • From 2-16 years old
• Global challenges of terrorism, environmental concerns and financial crisis. • Accelerating technological development and widespread use of digital and electronic gadgets.
Technological development • •
Early GZ witnessed the beginning of the digital era with increased use of the Internet and mobile phones. Late GZ was born into an already digital world, where constant connectivity, on-demand services and touch screens had become the norm.
Behavioural traits • • •
Digital technology is a critical part of how they interact, play and learn. Prefers media that is simple to use, interactive and multifunctional. Used to multitasking with a variety of online products and electronic devices.
• Wants instant gratification and lacks a sense of privacy. • Prefers social networks and instant messaging – not email. • Values constant connectivity with peers through the Internet, SMS and social media. • Peers greatly influence their decisions and provide a broad exposure to cultures, languages and ideas. • Is experiencing a tighter connection with their parents than previous generations. • Is expected to evaluate the environmental impact of products and brands in purchase decisions.
Generation Alpha Age
State of the world
• Children born today and from year 2010 • From 0-2 years old
• A world emerging from widespread economic downturn. • China is the new engine for the global economy. • Revolutions and uprisings for democracy in the Arabic world.
Technological development
• • • • •
• The digital revolution and networked society has been a reality for a while, and developments continue.
Behavioural traits • Be the largest generation to date • Be more technology-focused and adopt technology faster
Be more materialistic Have increased health concerns Start earlier and stay longer in school Have better career opportunities due to a skills shortage, when a large number of the present population leave the workforce Never really get to know of products and services such as VHS tapes, floppy disks, analogue TV and offline music purchases
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Level 2: Life stages SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Unemployed
Parents Grandparents
Level 2 defines three distinct life stages within Swedbank Youth. The life stages are Childhood, Teenage and Early Adulthood. The second level of the framework, life stages, aims to break the youth market down into smaller groups. By identifying relevant life stages, we connect the youth closer to our business. We get a better understanding of their needs and how we can meet these needs. It is important for us to understand today’s generations. Life stages, on the other hand, the evolution from childhood to adulthood, is an evolution everybody experiences, regardless of the era you experience it in. They are more consistent.
Strong Relation
Key variables that changes through the life stages In general there are some key variables that changes through these life stages. By looking at the schematic graph below you can see the development of key variables and how they relate to one another through the life stages. For example, parental control
Parental control
Weak
Friends influence
Financial independence Childhood
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Teenage
Age Early adulthood
diminishes with age, seeing a significant drop by the age of eighteen. But there is also less parental control when the child reaches teenage. Further more, you can see converse development in terms of financial independence. Financial independence increases with age, because of increased access to money; often through larger allowances or extra jobs. It is closely linked with diminishing parental control. The influence of friends also increases with age, but with a sharper development early on than financial independence. The influence of friends starts to kick in significantly in late childhood and early teenage, and just keeps increasing into late teenage, where it starts to mature into adulthood.
Strong Relation
Life stages and life occasion Within the life stages, there are certain life occasions that are important for the youth since they represent significant milestones in their life. The life occasions are also important for us. They are opportunities: emotional or functional hooks to take advantage of.
Personell Starting family
Leaving home First fulltime job Business Driving start up licence First parttime job
Products/ Services
Awareness
First capital good purchase
Weak
Money as gifts First weekly allowance
Childhood
Teenage
Age Early adulthood
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Level 3: Primary target groups – Childhood Level 3 defines ten primary target groups within Swedbank Youth. Within the life stage Childhood we find three of them and they are Parents of pre-borns and infants, Pre-schoolers and Early compulsory schoolers. SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Unemployed
Parents Grandparents
Parents of pre-born and infants This is an age where children do not have any (or very small) relationships or understanding towards brands. But we want to keep the individual (child) tied to us. We know children stay with their first bank for a long time when growing up. Catching them early - when newly born - we can create a long-term relationship. We also have the possibility to strengthen the relationship with the parents and grandparents and increase their satisfaction with our service. We define the age range somewhere between 0–3 years. Life occasions
Emotional hooks
During pregnancy
• Safety for mother and child • Safety for child (when new born)
Post birth
• Safety for child • Initiate a sound financial basis for the child’s future
Examples of relevant products Child insurance • Pregnancy insurance
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Debit fund
Savings account
SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Unemployed
Parents Grandparents
Pre-schoolers When reaching the age of three the child’s cognitive capabilities have developed far enough for them to recall things or brands they like. For example, children at this age may have an emotional attachment to McDonalds or Ikea, and maybe associates those brands with joyful attributes. In this sense, being present in their life is a springboard to building a relationship with the children. The age range is approximately 3–6 years. Life occasions First day at pre-school
Emotional hooks • Playful economic inspiration • Training parents how to teach children about financial matters
First computer • Playful financial inspiration game
Examples of relevant products Child insurance
Child trust
Savings account
• Games and education platforms • Digital piggy bank
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SWEDBANK YOUTH
CHILDHOOD
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
Unemployed
Parents Grandparents
Early compulsory schoolers Starting school is a milestone in life. Additional steps are taken in creating an identity and independence starts to emerge. Early compulsory schoolers do not decide by them selves, but they start to influence their parents decision-making – what to do, buy, wear etc. – even though they are still supervised by parents. At home and in school they learn more about money. Often they get a weekly allowance, and some start to save (to buy something bigger). The age range is approximately 7–11 years.
Life occasions
Emotional hooks
First day at pre-school
• • •
Basic financial products and services (basic/small transaction services mainly for payments in or related to school) Safety for child’s money Control over the child’s money
First weekly allowance
• Playful financial inspiration • Basic financial services regarding money management
First mobile/ computer
• Playful financial inspiration
Examples of relevant products Bank account
Debit card
• Games and education platforms
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Internet bank
Mobile applications
Primary target groups – Teenage SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Lower secondary schoolers The target group covers lower secondary schoolers. They most often do not have any income of their own, but some might have control of money received from parents, often on a monthly basis. Parental control in financial matters is still high. Extra money comes from parents or relatives and may be in exchange for home chores. The target group covers teenagers aged approximately 12–14 years. Life occasions
Emotional hooks
Independent activities
• • • • •
Need for transactional services related to leisure activities Need for offline and online purchase capabilities Need for increased freedom and access in regard to bank undertakings Need for security, and parental supervision connected to child spending Need to share forums with friends
Money as gifts
• Need for fulfilling initial small dreams • Need for saving money for specific products or experiences: e.g. bicycle, smart phone, computer
First travel without parents
• • • •
Travel preparation and knowledge Need for simple payment solutions Need to feel safe during trips Need for saving money (for school trips) in a safe and easy way
Examples of relevant products Bank account • Discount program • Mobile instant balance
Debit card
Internet bank
Mobile applications
• Picture on card • Investment games
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SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Upper secondary schoolers Upper secondary schoolers are students with their focus on studying, socialising with friends and maybe extra-curricular activities. They have access to parts of or their entire child/study allowance. Some of them have access to larger amounts of money than their friends, due to the fact that they work extra on a regular basis or during holidays. It is important to keep deviations in financial conditions in mind when approaching this target group. The target group covers those aged approximately 15–18 years. Life occasions
Emotional hooks
First capital goods purchase
• Financing the purchase or maintenance of goods • Financial advice
First part-time job
• Need for economic overview • Full financial service range
First travel with friends
• • • •
Turning 18
• Support and guidance into early adulthood • Full financial service range
Driving licence
• Saving money for a licence • Finance to buy a car
Travel preparation and knowledge Need for international payment solutions Need to feel safe during travel Need for saving money in a safe and easy way
Examples of relevant products Savings account • Reward program
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Counselling • BNA
Bank account
Debit card
SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Late teenage professionals The late teenage professionals are those who dropped out of upper secondary school or never started it and work full-time (or even part-time). They earn more than those of the same age who are still in education, which requires certain responsibilities. They need a wider, more holistic perspective on their finances, in contrast to their friends in upper secondary school. However, in other aspects they experience the same things. The target group covers those aged approximately 15–18 years.
Life occasions
Emotional hooks
First full-/parttime job
• Need for financial overview • Full financial service range
Turning 18
• Support and guidance into early adulthood • Full financial service range
First travel with friends
• • • •
Driving licence
Travel preparation and knowledge Need for international payment solutions Need to feel safe during travel Need for saving money in a safe and easy way
• Saving money for a licence • Finance to buy a car
Examples of relevant products Savings account • Reward program
Mobile applications
Internet bank
Counselling
• Investment games
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Primary target group – Early adulthood SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Post-secondary students Post-secondary students often have some kind of financial assistance, loans or income from part-time jobs, or all of these. Their private finances are often tight. They may still live with their parents, but often they have moved out or will do so during the time of study. When leaving home the responsibility for their private finances grows alot, and the need for our advice, products and services therefore also increases. We need to manage them and make sure that they stay with the bank post-graduation. The target group covers those aged approximately 19–25 years. Life occasions
Emotional hooks
First day at post secondary school
• Student-adjusted financial services • Financing study and/or livelihood
Leaving home
• Simple solutions, advice and recommendations. Provide seamlessness from a financial perspective • Finding economical/cheap ways of living
Examples of relevant products Counselling • Reward program • Pension second pillar
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Financing products
Gadget insurance
• Contactless chip card • Home insurance
Mobile banking
SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Early adult professionals Early adult professionals are young adults working full-time. They often earn more than post-secondary students, but not necessarily. They might have left home, or are likely to do so in the near future. Having a full-time job gives them a certain responsibility and the need for a wide-ranging overall perspective on their private finances. They need to manage their salary, and think about savings, tax declarations, accommodation, pension etc. This calls for consideration and planning, and requires advice. The target group covers those aged approximately 19–25 years. Life occasions
Emotional hooks
First full-/ part-time job
• Need for financial overview • Full range of financial services (including pension system introduction)
Leaving home
• Finding economical/cheap ways of living • Simple solutions, advice and recommendations. Provide seamlessness from a financial perspective
Starting family
• Need for long-term financial decision making • Planning and budgeting for a family (marriage, children, car, housing etc.)
Examples of relevant products Financing products • Reward program
Investment fund products
Telephone banking
Counselling
• Home insurance
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SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Young entrepreneurs Young entrepreneurs are non-students or students who, in addition to school, are engaged in entrepreneurial undertakings. They have undertaken fairly complex and uncertain challenges. In terms of business administration, they need all the help they can get. At this age, they are not yet businessmen/women, but primary visionaries. They are very similar to other early adulthood target groups, but with an additional entrepreneurial focus. The target group covers those aged approximately 19–25 years.
Life occasions
Emotional hooks
Business startup and nurturing
• Advisory, guidance, finance
Leaving home
• Simple solutions, advice and recommendations. Provide seamlessness from a financial perspective • Finding economical/cheap ways of living
Examples of relevant products POS • Pension second pillar
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Financing products
Counselling
• Contactless chip card
BNA
SWEDBANK YOUTH
TEENAGE
EARLY ADULTHOOD
Parents of pre-born and infants
Lower secondary schoolers
Post secondary students
Pre-schoolers
Uppers secondary schoolers
Early adult professionals
Early compulsory schoolers
Late teenage professionals
Young entrepreneurs
CHILDHOOD
Unemployed
Parents Grandparents
Unemployed Unfortunately, there is a large proportion of young adult unemployment across Europe. There needs to be a plan in place for how to handle these periods of time – how to nurture them until better times prevail, and how we can be of help. They are very similar to other early adulthood target group, but with an additional job focus and private finance issues in regards to limited financial capacity. The target group covers those aged appoximately 19-25 years.
Life occasions
Emotional hooks
Redundancy
• Support during hard times
Finding work
• Help through the transition to a new job
Examples of relevant products Bank account • Reward program
Internet banking
Debit card
Telephone banking
• Home insurance
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Influencing to gain access and receptiveness The target groups cover a wide range, in terms of age but also in terms of life occasions, needs etc. We need to acknowledge that. But in order to be relevant and to gain access to their world, there is one important common denominator: the need to be influential, rather than imperious or instructive. We have to consider the target groups’ interest in receiving, understanding and engaging in financial aspects as well as in our services. But we also need to consider our ability to deliver on our approach in everyday meetings and interaction with the youth, while avoiding too much of a gap with retail, therefore we can not be too inspirational. It is a question of capability and credibility. By being influential we mean that we can be someone who tells the youth the most important things they need to know, to enable them to help themselves. In the schematic illustration to the right you can see what we mean when we say influential in the context of educating on saving.
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Instructive
Influencing in the context of educating ENDEL LEVEL
RUNDGANG TOUR
Supportive
-1
AU S G A N G EXIT
LOUNGE CHAIR AT E L I E R
CAF
RUNDGANG TOUR AU S G A N G EXIT
Educate by teaching We can be someone who explains exactly how it works and hold their hand when they need it
VITRA DESIGN MUSEUM SHOP
Someone who explains exactly how it works and holds your hand when you need it
Informative
Secure
“Your savings are best placed in…”
60% of all adults in Sweden
3.2 TRILLIO
Educate by influencing We can be someone who tells them the most important things they need to know to enable them to help themselves
Someone who tells you the most important things you need to know to enable you helping yourself
Friendly Thoughtful
Community
“Save today, reap tomorrow”
Överblick Hur börjar den kreativa designprocessen?
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© Essen International
Confident Educate by inspiring We can be someone who inspires them with a mindset where they become more and more eager with a mindset where you become more and more to take responibility to achieve eager to take responsibility Överblick Hur börjar den kreativa to achive freedom freedom and control Överblick and controlHur börjar den kreativa designprocessen? designprocessen? Role model “Saving means freedom” © Essen International © Essen International
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© Essen International
Överblick Hur börjar den kreativa designprocessen?
6
© Essen International
6
Överblick Hur börjar den kreativa designprocessen?
Inspirational
Överblick Hur börjar den kreativa Someone who inspires you designprocessen? Driven
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© Essen International
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Our overall common approach and promise towards the youth
Influence and ease the way for growth. We influence you with financial knowledge and help to ease the way. We give you guidance and advice that enables you on your journey from childhood to adulthood. We offer products and services that simplify your life. We act professionally and personally and welcome your individuality. We welcome dialogue and involvement allowing you to express yourself, at places you feel comfortable. We give you room to grow.
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Look and feel examples when addressing the target groups
O BAT SAM S A ER
O RET DOLO SUM ISTO B EM IP LOR UTIO LA B CAM
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Hej! Eftersom du har fyllt år vill vi passa på att gratulera dig. I och med att du blivit 18 år kan du bli Nyckelkund hos oss utan månadsavgift, gäller fram till att du fyller 22 år (ordinarie pris 39 kr/månad). Då får du bland annat ett Bankkort MasterCard och Mobilbanken som ger dig full koll på dina pengar var du än är, vilken tid på dygnet som helst. Bankkortet kan du använda över hela världen om du vill ta ut pengar eller betala i butik. Som får du rådgivning Bli Nyckelkund Nyckelkund och hjälp med att starta ett sparande.
Grattis i efterskott!
du blivit dig. I och med att på att gratulera till att du fyller fyllt år vill vi passa vgift, gäller fram Eftersom du har MasterCard oss utan månadsa Nyckelkund hos annat ett Bankkort 18 år kan du bli tid på ). Då får du bland var du än är, vilken ta ut pris 39 kr/månad 22 år (ordinarie koll på dina pengar du vill som ger dig full hela världen om och Mobilbanken du använda över Bankkortet kan dygnet som helst. butik. i betala pengar eller du Nyckelkund får framtiden. Som al är ju alltid börja planera för nu sparkapit redan Ett . att Det är bra ett sparande hjälp med att starta eller flytta hemifrån. rådgivning och vill resa exempel till du i bra att ha om e för ditt nya bankkortvi ge dig en korthållar hjälper år vill vi dessutom bli Nyckelkund så Eftersom du fyllt våra kontor och en in på något av present. Välkomm dig att komma igång. Nyckelkund: Det här ingår i • Mobilbanken (e-avisering) med betaltjänst • Internetbanken rd * • Bankkort MasterCa till mobilen • Snabbsaldo i internetbanken 6 gånger per år • Nyhetsbrev
0 kr* i månadsavgift för dig mellan 18här och Det ingår Nyckelkund 21 iår
35 kr per uttag. kostar * Kostnader som kan tillkomma EMU-land) (ej kan tillkomma. i automat i utlandet Bankkort MasterCard: Kontantuttag i automat i utlandet * Kostnader som d: Kontantuttag 35 kr per uttag. Valutaväxlingspåslag vid valuta 1,5%. (ej EMU-land) kostar 99 kronor, Bankkort MasterCar procent, köp/uttag i utländsk valutalägst 1,5%. Värdepapperstjänst Bas: - 0,09 vid köp/uttag i utländsk internetbanken Courtageavgift via internetbanken - 0,09 %, lägst 99 kronor, via gift via Valutaväxlingspåslag Bas: Courtageav kronor. kontor eller telefonbanken 0,50 %minst 200 kronor. Värdepapperstjänst procent minst 200 telefonbanken 0,50 via kontor eller
30
korthållaren gäller
till och med två
Ungdomserbjudande
ort mobil • Ladda kontantk år • Rådgivning varje • Telefonbanken på nätet • Säkrare handel t Bas * • Värdepapperstjäns
Välkommen in!
Erbjudandet om
• Mobilbanken • Internetbanken med betaltjänst • Bankkort MasterCard * • Snabbsaldo till mobilen • Nyhetsbrev • Ladda kontantkort mobil • Rådgivning varje år • Telefonbanken Egna pengar, egen koll! • Säkrare handel på nätet • Värdepapperstjänst Bas * • Små present
månader efter att
du har fyllt 18 år.
(Värde ca 70 kr).
nd får När du blir Nyckelku korthållare i du en praktisk t. gspresen Erbjudandet om korthållaren gäller till och med två månader efter födelseda att du har fyllt 18 år. (Värde ca 70 kr).
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The Group Brand Strategy Youth Segment project has been initiated by Björn Larsson, CMO, and jointly developed by representatives from our four markets. Representatives come from both business and marketing departments, and from Group Strategic Marketing and Branding.
For more information, contact: Johan Jilborn +46 (0)8-58 59 23 55
[email protected]