{"id":8410,"date":"2020-10-16T10:19:01","date_gmt":"2020-10-16T03:19:01","guid":{"rendered":"https:\/\/news.appota.com\/?p=8410"},"modified":"2021-04-19T14:53:25","modified_gmt":"2021-04-19T07:53:25","slug":"cac-marketer-can-biet-gen-z-dan-thay-doi-cac-chuan-muc-gioi-tinh","status":"publish","type":"post","link":"https:\/\/news.appota.com\/en_US\/cac-marketer-can-biet-gen-z-dan-thay-doi-cac-chuan-muc-gioi-tinh\/","title":{"rendered":"C\u00e1c Marketer c\u1ea7n bi\u1ebft: Gen Z d\u1ea7n thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh"},"content":{"rendered":"

Gen Z<\/a> \u0111ang d\u1ea7n d\u1ea7n thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh th\u1ec3 hi\u1ec7n trong quan \u0111i\u1ec3m s\u1ed1ng c\u1ee7a b\u1ea3n th\u00e2n, \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p, phong c\u00e1ch th\u1eddi trang… n\u00ean ng\u01b0\u1eddi l\u00e0m Marketing c\u1ea7n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng n\u00e0y.<\/p>\n

<\/p>\n

Gen Z s\u1ed1ng th\u1eadt v\u1edbi gi\u1edbi t\u00ednh c\u1ee7a b\u1ea3n th\u00e2n<\/h2>\n

Trong th\u1eddi \u0111\u1ea1i tr\u00e0n ng\u1eadp nh\u1eefng tranh lu\u1eadn v\u1ec1 b\u00ecnh \u0111\u1eb3ng v\u00e0 \u0111a d\u1ea1ng gi\u1edbi t\u00ednh, nh\u1eefng quan ni\u1ec7m truy\u1ec1n th\u1ed1ng v\u1ec1 nam v\u00e0 n\u1eef \u0111\u00e3 thay \u0111\u1ed5i. Th\u00e1ch th\u1ee9c nh\u1eefng quy chu\u1ea9n c\u1ee7a gi\u1edbi t\u00ednh \u0111ang l\u00e0 tr\u00e0o l\u01b0u m\u1edbi. H\u1eb1ng ng\u00e0y, nh\u1eefng hashtag nh\u01b0 #LGBTQTogether, #LGBTQUnite hay #LGBTQRuleTheWorld cho th\u1ea5y Gen Z \u0111ang ph\u00e1 v\u1ee1 c\u00e1c khu\u00f4n m\u1eabu b\u1eb1ng c\u00e1ch m\u1eb7c nh\u1eefng trang ph\u1ee5c hay tr\u1edf th\u00e0nh nh\u1eefng gi\u1edbi t\u00ednh h\u1ecd mong mu\u1ed1n.<\/p>\n

\"C\u00e1c<\/a><\/p>\n

T\u1ea1i Cannes Lions 2019, m\u1ed9t b\u00ecnh lu\u1eadn t\u1eeb ngh\u1ec7 s\u0129 tr\u1ebb Laurence Philomene (nhi\u1ebfp \u1ea3nh gia ki\u00eam \u0111\u1ea1o di\u1ec5n t\u1ef1 do t\u1ea1i Montreal, Canada) \u0111\u00e3 tr\u00ecnh b\u00e0y \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi: \u201cT\u00f4i l\u00e0 con ng\u01b0\u1eddi, gi\u1edbi t\u00ednh ch\u1ec9 l\u00e0 th\u1ee9 y\u1ebfu\u201d.<\/p>\n

\"C\u00e1c<\/a><\/p>\n

Laurence Philomene l\u00e0 m\u1ed9t nhi\u1ebfp \u1ea3nh gia, \u0111\u1ea1o di\u1ec5n t\u1ef1 do t\u1ea1i Montreal, Canada. \u1ea2nh: Laurence Philom\u00e8ne<\/em><\/p>\n

Trong khi th\u1ebf h\u1ec7 c\u0169 (Baby boomers, Gen X & Millennials) s\u1ebd \u0111\u1ea5u tranh gi\u00e0nh s\u1ef1 b\u00ecnh \u0111\u1eb3ng cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi, Gen Z s\u1ebd chi\u1ebfn \u0111\u1ea5u \u0111\u1ec3 b\u1ea3n th\u00e2n tr\u1edf th\u00e0nh phi\u00ean b\u1ea3n t\u1ed1t nh\u1ea5t, ch\u00e2n th\u1eadt nh\u1ea5t. LGBT (l\u00e0 c\u1ed9ng \u0111\u1ed3ng t\u1eadp h\u1ee3p nh\u1eefng ng\u01b0\u1eddi c\u00f3 gi\u1edbi t\u00ednh \u0111a d\u1ea1ng) v\u00e0 nh\u1eefng ng\u01b0\u1eddi ch\u01b0a x\u00e1c \u0111\u1ecbnh gi\u1edbi t\u00ednh \u0111ang d\u1ea7n t\u0103ng l\u00ean, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u00e0m \u0111\u1eb9p v\u00e0 th\u1eddi trang \u0111\u00e3 s\u1eb5n s\u00e0ng cho s\u1ef1 thay \u0111\u1ed5i n\u00e0y.<\/p>\n

Gen Z\u00a0 t\u00e1i \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p v\u00e0 th\u1eddi trang<\/h2>\n

Quan \u0111i\u1ec3m c\u1ee7a Gen Z v\u1ec1 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a x\u00e3 h\u1ed9i v\u00e0 gi\u1edbi t\u00ednh \u0111ang \u0111\u1ecbnh h\u00ecnh l\u1ea1i c\u00e1c chu\u1ea9n m\u1ef1c c\u1ee7a n\u00e9t \u0111\u1eb9p truy\u1ec1n th\u1ed1ng. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i s\u00e1ng t\u1ea1o trong l\u0129nh v\u1ef1c c\u1ee7a nam gi\u1edbi ho\u1eb7c gi\u1edbi t\u00ednh trung l\u1eadp. S\u1ed1 l\u01b0\u1ee3ng Gen Z \u0111\u1ea7u t\u01b0 v\u00e0o l\u00e0m \u0111\u1eb9p \u0111\u00e3 t\u0103ng 20% so v\u1edbi n\u0103m tr\u01b0\u1edbc v\u00e0 thanh thi\u1ebfu ni\u00ean v\u1eabn ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 v\u00e0o trang \u0111i\u1ec3m v\u00e0 ch\u0103m s\u00f3c da, kh\u00f4ng ch\u1ec9 ri\u00eang ph\u00e1i n\u1eef. Ch\u1ec9 c\u1ea7n nh\u00ecn v\u00e0o nh\u1eefng ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng nh\u01b0 Jeffree Star v\u00e0 James Charles (nh\u1eefng YouTuber \u0111\u00ecnh \u0111\u00e1m v\u1ec1 l\u00e0m \u0111\u1eb9p trong gi\u1edbi LGBT v\u1edbi h\u01a1n 15 tri\u1ec7u l\u01b0\u1ee3t \u0111\u0103ng k\u00fd theo d\u00f5i), ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y nhu c\u1ea7u l\u00e0m \u0111\u1eb9p r\u1ea5t cao c\u1ee7a Gen Z. N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c t\u00e2m l\u00fd c\u1ee7a Gen Z, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ef9 ph\u1ea9m nh\u01b0 MAC, Marc Jacobs \u0111\u00e3 ra m\u1eaft c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m trang \u0111i\u1ec3m cho ng\u01b0\u1eddi phi gi\u1edbi t\u00ednh.<\/p>\n

T\u1ea1i sao ng\u00e0y nay c\u00e1c ch\u00e0ng trai l\u1ea1i th\u00edch m\u1ef9 ph\u1ea9m? L\u00fd do t\u01b0\u01a1ng t\u1ef1 nh\u1eefng ng\u01b0\u1eddi ph\u1ee5 n\u1eef tr\u1ebb kh\u00e1c: H\u1ecd \u0111\u1ec1u l\u00e0 con ng\u01b0\u1eddi v\u00e0 h\u1ecd c\u00f3 nh\u1eefng nhu c\u1ea7u v\u01b0\u1ee3t kh\u1ecfi gi\u1edbi h\u1ea1n gi\u1edbi t\u00ednh.<\/p>\n

Quan \u0111i\u1ec3m m\u1edbi v\u1ec1 gi\u1edbi t\u00ednh c\u0169ng \u0111ang l\u00e0m rung chuy\u1ec3n th\u1ebf gi\u1edbi th\u1eddi trang. B\u1ed9 s\u01b0u t\u1eadp nam m\u1edbi nh\u1ea5t c\u1ee7a YSL (th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang Yves Saint Laurent hay c\u00f2n g\u1ecdi l\u00e0 YSL) v\u00e0 chi\u1ebfn d\u1ecbch b\u00ecnh \u0111\u1eb3ng gi\u1edbi \u201cChime for Change\u201d c\u1ee7a Gucci ch\u1ee9ng t\u1ecf s\u1ef1 \u1ee7ng h\u1ed9 nhi\u1ec7t t\u00ecnh \u0111\u1ed1i v\u1edbi th\u00f4ng \u0111i\u1ec7p \u0111a d\u1ea1ng gi\u1edbi t\u00ednh xuy\u00ean su\u1ed1t tr\u00ean c\u00e1c k\u00eanh social media v\u00e0 trong \u0111\u1eddi th\u1ef1c.<\/p>\n

\"C\u00e1c<\/a><\/p>\n

Print ad \u201cChime for Change” c\u1ee7a Gucci<\/em><\/p>\n

C\u01a1 h\u1ed9i cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u1edf \u0111\u00e2y l\u00e0 m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m trong ph\u00e2n kh\u00fac gi\u1edbi t\u00ednh trung l\u1eadp c\u00f9ng v\u1edbi th\u00f4ng \u0111i\u1ec7p \u0111a d\u1ea1ng.<\/p>\n

\u1ee6ng h\u1ed9 m\u1ecdi s\u1ef1 th\u1ec3 hi\u1ec7n c\u1ee7a gi\u1edbi t\u00ednh cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u \u0111ang quan t\u00e2m \u0111\u1ebfn th\u00f4ng \u0111i\u1ec7p m\u1edbi c\u1ee7a x\u00e3 h\u1ed9i ti\u1ebfn b\u1ed9 v\u00e0 ho\u00e0 nh\u1eadp, m\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ed1i v\u1edbi th\u1ebf h\u1ec7 tr\u1ebb. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00e1c Millennials (l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c sinh ra trong kho\u1ea3ng th\u1eddi gian t\u1eeb n\u0103m 1980 \u0111\u1ebfn n\u0103m 2000 c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 th\u1ebf h\u1ec7 Y) v\u00e0 Gen Z (l\u00e0 nh\u1eefng b\u1ea1n tr\u1ebb \u0111\u01b0\u1ee3c sinh t\u1eeb n\u0103m 1996 tr\u1edf \u0111i) mong mu\u1ed1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f4ng khai r\u00f5 l\u1eadp tr\u01b0\u1eddng tr\u00ean c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i v\u00e0 ch\u00ednh tr\u1ecb, v\u00e0 60% nh\u1eefng ng\u01b0\u1eddi mua h\u00e0ng n\u00e0y n\u00f3i r\u1eb1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u0103ng t\u1ea3i nh\u1eefng \u00fd ki\u1ebfn c\u1ee7a h\u1ecd tr\u00ean c\u00e1c k\u00eanh social media.<\/p>\n

Marketer l\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u00ean thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi<\/h2>\n

C\u00e1c Marketer ph\u1ea3i thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng – kh\u00f4ng l\u00e0m marketing ch\u1ec9 d\u1ef1a v\u00e0o gi\u1edbi t\u00ednh. Ngo\u00e0i c\u00e1ch l\u00e0m s\u1ea3n ph\u1ea9m, marketer c\u0169ng c\u1ea7n ph\u1ea3i thay \u0111\u1ed5i ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n ph\u1ed1i, bao b\u00ec, qu\u1ea3ng c\u00e1o v\u00e0 c\u1ea3 truy\u1ec1n th\u00f4ng. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 t\u1ea1o ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c m\u1edbi c\u00f3 h\u00ecnh \u1ea3nh th\u1ec3 hi\u1ec7n ch\u00ednh x\u00e1c b\u1ea3n s\u1eafc, c\u1ed9ng \u0111\u1ed3ng v\u00e0 gia \u0111\u00ecnh c\u1ee7a Gen Z. N\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n tr\u1edf n\u00ean can \u0111\u1ea3m v\u00e0 th\u1ef1c t\u1ebf nh\u01b0 Gen Z.<\/p>\n

\u0110\u1ec3 l\u00e0m t\u1ed1t \u0111i\u1ec1u \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd c\u1ea7n ch\u1ecbu kh\u00f3 l\u1eafng nghe gi\u1edbi tr\u1ebb. Nh\u1eefng c\u00e2u chuy\u1ec7n ph\u1ea3i \u0111\u01b0\u1ee3c k\u1ec3 b\u1edfi h\u1ecd. C\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh kh\u00f4ng ch\u1ec9 l\u00e0 \u0111i\u1ec1u duy nh\u1ea5t m\u00e0 Gen Z s\u1ebd thay \u0111\u1ed5i. H\u1ecd s\u1ebd l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111a s\u1eafc t\u1ed9c, kh\u00f4ng th\u00edch h\u00ecnh \u1ea3nh gi\u1ea3 d\u1ed1i v\u00e0 gh\u00e9t qu\u1ea3ng c\u00e1o. \u01af\u1edbc t\u00ednh 69% Gen Z s\u1eed d\u1ee5ng ph\u1ea7n m\u1ec1m ch\u1eb7n qu\u1ea3ng c\u00e1o n\u00ean b\u00e2y gi\u1edd l\u00e0 l\u00fac \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u00e0 l\u00e0m theo c\u00e1ch c\u1ee7a h\u1ecd.<\/p>\n

\"C\u00e1c<\/a><\/p>\n

T\u1ea1i Cannes n\u0103m nay, nhi\u1ec1u Gi\u00e1m \u0111\u1ed1c Marketing, \u0111\u00e3 \u0111\u01b0a ra nh\u1eefng \u00fd t\u01b0\u1edfng marketing th\u00fa v\u1ecb h\u01b0\u1edbng t\u1edbi Gen Z. Trong \u0111\u00f3 c\u00f3 Diego Scotti, ng\u01b0\u1eddi cam k\u1ebft s\u1ebd \u0111\u01b0a “ng\u01b0\u1eddi th\u1eadt, vi\u1ec7c th\u1eadt” v\u00e0o qu\u1ea3ng c\u00e1o c\u1ee7a Verizon (C\u00f4ng ty truy\u1ec1n th\u00f4ng cung c\u1ea5p d\u1ecbch v\u1ee5 video \u0111a k\u00eanh l\u1edbn th\u1ee9 n\u0103m \u1edf M\u1ef9). \u0110\u00e2y l\u00e0 ngu\u1ed3n c\u1ea3m h\u1ee9ng \u0111\u1ec3 c\u00e1c marketer kh\u00e1c l\u00e0m \u0111i\u1ec1u t\u01b0\u01a1ng t\u1ef1.<\/p>\n

Gen Z nh\u1eadn th\u1ee9c r\u00f5 v\u00e0 h\u1ecd \u0111ang d\u1ea7n thay \u0111\u1ed5i b\u1ea3n th\u00e2n, thay \u0111\u1ed5i x\u00e3 h\u1ed9i \u1edf nhi\u1ec1u kh\u00eda c\u1ea1nh. Ch\u00ednh v\u00ec th\u1ebf, nh\u1eefng ng\u01b0\u1eddi l\u00e0m Marketing c\u1ea7n ph\u1ea3i n\u1eafm r\u00f5 \u0111\u1eb7c t\u00ednh, xu h\u01b0\u1edbng \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3.<\/p>\n

Ngu\u1ed3n b\u00e0i tham kh\u1ea3o: Brandsvietnam<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Gen Z \u0111ang d\u1ea7n d\u1ea7n thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh th\u1ec3 hi\u1ec7n trong quan \u0111i\u1ec3m s\u1ed1ng c\u1ee7a b\u1ea3n th\u00e2n, \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p, phong c\u00e1ch th\u1eddi trang… n\u00ean ng\u01b0\u1eddi l\u00e0m Marketing c\u1ea7n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng n\u00e0y.<\/p>\n","protected":false},"author":10,"featured_media":8414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[897,982,103,981],"yoast_head":"\nC\u00e1c Marketer c\u1ea7n bi\u1ebft: Gen Z d\u1ea7n thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh<\/title>\n<meta name=\"description\" content=\"Gen Z \u0111ang thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh: quan \u0111i\u1ec3m s\u1ed1ng, \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p, phong c\u00e1ch th\u1eddi trang... n\u00ean ng\u01b0\u1eddi l\u00e0m Marketing c\u1ea7n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.appota.com\/vi\/cac-marketer-can-biet-gen-z-dan-thay-doi-cac-chuan-muc-gioi-tinh\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00e1c Marketer c\u1ea7n bi\u1ebft: Gen Z d\u1ea7n thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh\" \/>\n<meta property=\"og:description\" content=\"Gen Z \u0111ang thay \u0111\u1ed5i c\u00e1c chu\u1ea9n m\u1ef1c gi\u1edbi t\u00ednh: quan \u0111i\u1ec3m s\u1ed1ng, \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p, phong c\u00e1ch th\u1eddi trang... n\u00ean ng\u01b0\u1eddi l\u00e0m Marketing c\u1ea7n n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c\" \/>\n<meta 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