January 22, 2018 – Toronto, ON. – ZOOM Media has found a new category outside of Millennials and Gen Xers, describing a movement of people that crosses generations: People who are not defined by when they were born but by what they do, and ZOOM has coined them, Generation Active.
Generation Active encompasses over 14 million Canadians that exercise at least twice a week. Research shows they have more in common with each other than the generation they were born into. ‘’This means that they index highly on many sought-after traits and might offer a more effective strategy to connecting brands than through traditional age segments.’’ says Catelyn Gilliam, Marketing Supervisor for ZOOM. “Gone are the days of targeting media and products at people based on their age.”
A recent study conducted for ZOOM shows that exercising and maintaining an active lifestyle is vital to Generation Active. Gilliam goes on to say, “It’s a total state of mind. The results we got from the study show that Generation Active scores high in many categories: they spend big on travel, real estate, and technology, and the common denominator amongst this audience is that their biggest priority is their well-being.”
“Generation Active represents an opportunity for marketers, one that we shouldn’t ignore.” Says Caroline Losson VP, Marketing Keurig Canada. “We know that before and after a workout, coffee plays an important role with ZOOM’s audience. We conducted a test to measure the performance of ZOOM FitnessTV spots in the gym against traditional media and had exceedingly good results. The campaign proved to double our ad recall scores with ZOOM versus traditional media.”
“We’re engaging and inspiring Generation Active through data driven media, measured with Nielsen impressions that are collected through the monthly reported card swipes from fitness centres and custom on-site data collection.” says Chris Corvetti VP Sales & Marketing ZOOM.