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November December 2018 Marina World

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MEET US AT METS 2018 - STAND MYP.05.402 MORE THAN MARINAS, WE DELIVER PEACE OF MIND FOR DECADES TO COME Marina Agana, Croatia – the 100th project for Marinetek in Adriatic WWW.MARINETEK.NET

Marina World HEAD OFFICE MAILING ADDRESS & SUBSCRIPTION ENQUIRIES Loud & Clear Publishing Ltd, School Farm, School Road, Terrington St. John, Cambridgeshire PE14 7SJ, UK Editor Carol Fulford T: +44 (0) 1945 881018 E: Deputy Editor Charlotte Niemiec T: +44 (0) 1945 881018 Advertisement/Commercial Director Julia Hallam T: +44 (0) 1621855 890 E: Administration Manager Corinna Francis T: +44 (0) 1621855 890 E: Finance Manager Magdalena Charman T: +44 (0) 1403 733678 E: Advertisement Production Nick Hing T: +44 (0) 1323 490384 E: NORTH AMERICAN OFFICE Sales Director Americas Philippe Critot PO Box 29759, Los Angeles, CA 90029-0759, USA T: +1 323 660 5459 F: +1 323 660 6030 E: FRENCH OFFICE Publisher’s Representative Catherine Métais T: +33 6 60 17 75 81 E: ITALIAN OFFICE Advertisement Representative Ediconsult Internazionale srl piazza Fontane Marose 3, 16123 Genoa, Italy T: +39 010 583 684 F: +39 010 566 578 E: CHINESE OFFICE Publisher’s Representative Simon Ding Bridge International Holding, Rm. 401, Building A, No. 55 Jinyu Road, Minhang District. 201103 Shanghai, China T: +86 21 33231328 F: +86 21 33231366 E: Marina World (ISSN 1471-5856) is published bi-monthly by Loud & Clear Publishing Ltd, School Farm, School Road, Terrington St. John, Cambridgeshire PE14 7SJ, United Kingdom. The 2018 US annual subscription price is 0. Airfreight and mailing in the USA by agent named Air Business Ltd, c/o Worldnet Shipping Inc., 156-15 146 th Avenue, 2 nd Floor, Jamaica, NY 11434, USA. Periodicals postage paid in Jamaica NY 11431. US Postmaster: Please send address changes to MARINA WORLD, c/o Worldnet Shipping, Inc., 156-15, 146 th Avenue, 2 nd Floor, Jamaica, NY 11434, USA. Subscription records are maintained at Loud & Clear Publishing Ltd, School Farm, School Road, Terrington St. John, Cambridgeshire PE14 7SJ, United Kingdom. Air Business Ltd acts as Loud & Clear Publishing’s mailing agent. Marina World is available on subscription at the following cost: 1 year (6 issues) - £80.00 Sterling (0) 2 years (12 issues) - £140.00 Sterling (0) No part of this publication may be reproduced without the prior permission of Loud & Clear Publishing Ltd, the copyright owners. Upon application, permission may be freely granted to copy abstracts of articles on condition that a full reference to the source is given. Printed in the UK by Stephens & George © 2018 Loud & Clear Publishing Ltd Views expressed by individual contributors in this issue are not necessarily those of Loud & Clear Publishing Ltd. Equally, the inclusion of advertisements in this magazine does not constitute endorsement of the companies, products and services concerned by Loud & Clear Publishing Ltd. The publisher reserves the right to refuse advertising. Engaging with Gen Z Generation Z will surpass Generation Y (otherwise known as Millennials) in 2019 as the most populous generation. Just reaching the age of 21 and making up roughly 32% of the global population, they are a new target for marketing and sales. It’s hard to find concrete data for Generation Z as opposed to Generalisation Z. But that goes for most statistics. The best route seems to be to read the surveys and reports, and highlight similarities. The result is intriguing. Most important is the fact that Gen Z was born in a digital world; hence also being referred to as the IGen. They grew up not only with advanced technology at their fingertips but in the shadows of economic turbulence and, potentially, unlike Gen Y they are seeking greater core security. Many reports suggest they drink less alcohol, take fewer drugs, are more healthconscious in general, and are careful with money. They aspire to owning rather than renting their homes and cars, are less interested in long-term relationships, are open-minded, entrepreneurial and think globally. A new study by UNiDAYS and Ad Age Studio 30* reported that 97% of recipients owned smartphones – but their relationship with technology is complex. Only 22% use the devices to make purchases (60% prefer a desktop although 93% own a laptop) but mostly prefer to shop personally for brands (they are 23% more likely to visit shopping centres than other age groups). They use their mobiles to compare prices, check for nearby stores, sleuth out products, and for TV, videos, music, games – and social media. Although reported to be social media obsessed, Gen Z is more cautious than Gen Y. Studies conducted by Hill Holliday found that 34% of Gen Z said they were leaving social media, and others were taking a break because the platforms made them feel anxious or depressed. On the whole, however, social media is integral to the life of the IGen – but it is used selectively. According to, smaller community platforms are preferred; the quality of ‘friends’ is more important than quantity. The UNiDAYS study also revealed that 77% of Gen Z respondents prefer printed books and a recent MNI Targeted Media survey concurred, finding Gen Z heavily dependent on social media but surprisingly reliant on print. ‘They spend more time reading physical newspapers and magazines without interruption than they do on social media, websites and blogs,’ the survey asserts. This gives us plenty of scope to market to and communicate with an upcoming generation that is tech-savvy and cost-conscious, but embraces all media. Research indicates that ‘fear of being left out’ is a key Gen Z concern so if we are to try to attract them as new boaters we need to help them see what they could be missing. Carol Fulford Editor FROM THE EDITOR * Study of nearly 23,000 college-age respondents in the USA, UK, Australia and New Zealand. - November/December 2018 5

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