If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.

1. TODAY IS BROUGHT TO YOU BY…

3. GENERATION Z
THE STATS
Born after 1995
1/4 of the U.S. population
Most diverse and multicultural of any generation

4. THEY DON’T KNOW THE WORLD WITHOUT THE INTERNET
Spend more than 41% of time outside of school with digital devices
(compared to 22% 10 years ago)
Average American’s attention span is 8 seconds
(down from 12 seconds in 2000)
DIGITAL NATIVES

5. SOCIAL MAVENS
LIVE ONLINE, BUT KNOW THE LIMITS
#1 #2 #3
25% quit Facebook in 2014
Only 15% say they would prefer to interact with
friends online rather than in person
61% know someone who has been cyberbullied or stalked online

6. THE REAL CELEBS
Bethany Mota Cameron Dallas Nash Grier

7. RECESSION SURVIVORS
SAW PARENTS AND OLDER SIBLINGS STRUGGLE
Over 60% worried about getting a job and having enough money
More likely than general public to believe college is
“very or extremely important” to achieving career goals
But, afraid of debt, especially from college:
• 1/4 don’t think they can handle any debt at all
• 44% think they could only handle $100 per month

8. ENTREPRENEURS
DON’T KNOW HOW TO DO SOMETHING? YOUTUBE IT.
76% want to make their hobby their job
4 in 10 believe they’ll work for themselves
(more than 4x higher than actual)
63% believe entrepreneurship should be taught in college

13. LIBERAL IDEALISTS
BELIEVE THEY CAN CHANGE THE WORLD
60% want to have an impact on the world
(vs. 39% of Millennials)
Major concern is the environment
25% volunteer
The majority believe everyone should have:
• right to marry
• right to citizenship
• free healthcare

14. “When the whole world is
silent, even one voice
becomes powerful.”

15. “I challenge you,
the next time you
observe a problem,
YOU fix it. Don’t
wait for someone
else to fix it. ”

16. “If a 15-year-old, who didn’t
even know he had a
pancreas at the beginning of
this project, could find a
new way to detect
pancreatic cancer, just
imagine what you can do.”

17. “When talking about
environmental issues in
general, a common
response is, ‘Well, that’s
a long way off, that’s for
our children to worry
about.’ Hello, here I am.”

18. HEALTHY EATERS
PREFER HOME-COOKED VS. READY-TO-EAT
41% willing to pay a premium for “healthier” products
(vs. 32% of Millennials and 21% of Boomers)
Foods expected to increase most in next 5 years:

19. DISCERNING SHOPPERS
MALLRATS IS SO 1995
Teen allowances add up to $44 billion per year
38% make most of their purchases online
Price- and value-conscious:
• Over half self-identify as deal hunters
• 57% say they research products more than the used to
Like to co-create, invent their own style, express individuality:
• 63% would like to have products no one else owns

20. FAVORITE BRANDS

21. BEATS BY DRE
SHOW YOUR COLOR CAMPAIGN

22. SOUR PATCH KIDS
VALENTINE’S DAY FAN FICTION

23. MARRIOTT
TAPPING SOCIAL MEDIA INFLUENCERS

24. AT&T
SNAPPERHERO

25. GENERAL ELECTRIC
THEY ARE ALL OVER THIS

26. SO WHAT?
BRANDS AND MARKETERS DON’T HAVE TIME TO GET BEHIND
Gen Z is already making their own money
and purchasing decisions.
They’re not going to wait for anyone to create
what they want and need.
And they won’t blindly accept what is created for them.
Brands need to bring Gen Z into the process and
do it their way, in both their real and digital worlds.