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Generation Z


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This deck is an analysis of the newest emerging demographic, Generation Z.

Don't be shy, comment, or ask questions. I hope this deck helps everyone.

Published in: Data & Analytics
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Generation Z

  1. 1. Generation Z Post-Millennials, Centennials, iGeneration
  2. 2. Key Learnings Formed Current Future Connection Their world has been shaped by many tragic events during recent times and with the advent of technology at their fingertips, they have a different view on the world and how they should maneuver in it. Gen Z has a big impact on the world right now, so how they go about interacting with it very differently. With the “always connected” life, they have a different mindset than millennials. The public has high hopes that Gen Z will bring about a lot of change. Entrepreneurial, and Cultural awareness mindset are what this generation has going for it. With this new generation at the forefront, brands need to learn the ideals and personality this generation has. In what way can brands connect with them? 2
  3. 3. 3 Shaping of their world
  4. 4. 4 Gen Z, the Younger Siblings of Millennials Millennials Gen Z Born between: 1981 to 1997 Ages: 18-34 Population: 75.4 million Born between: 1998 and now Ages: Under 18 Population: 78 million Key Differentiating Factors ● Self-centered ● Entitled ● Idealist ● Creative ● Dependent ● Self-aware ● Persistent ● Realist ● Innovative ● Self-reliant
  5. 5. 5 Societal Changes Set the Stage for Gen Z’s persona Gen Z grew up in a volatile time in history, ● Post 9/11 ● Recession ● Complex Socio-economic Environment ● Struggles of Parents/Millennials But they also grew up in a time of many positive changes ● African American President ● Same-sex marriage less controversial ● Gender Identity becoming more important 73% of americans personally affected by the great recession
  6. 6. 6 Pop Culture Reflected the Struggle of Young Teens Blockbusters films like Hunger Games and Divergent portrayed teenagers enduring hardships that the world was taking place in. These teens would often have to kill one another to survive. Because of the mainstream films and it’s popularity with the kids, it’s no wonder that they have developed coping mechanisms that allow they to persevere.
  7. 7. 7 Ultimately, the messages of these movies is that everything’s not going to be OK Riddled with anxiety, images on the television of the events post 9/11 and distrust of traditional institutions like government and marriage, they have a strong moral compass. These movies imitated what they were seeing on the TV screen. Hunger games showed them that they can rebel against the traditional establishment.
  8. 8. 8 Core Values of Gen Z Openness Centennials live by the motto “You do you”, it give themselves and others permission to be different, and express those differences how they see fit. 87% of Centennials would prefer to live in society where people accept different beliefs and values Resilience Coming of age during challenging times has made Centennials learn that hard work and grit are the keys to success in today’s world; they know they will face roadblocks, but are prepared to overcome them. 87% of centennials agree that they enjoy and celebrate life despite its many challenges Realism Well acquainted with limits and constraints, Centennials have grounded, realistic expectations for themselves and the way the world works. 70% of centennials agree that it’s really hard to get ahead in life without a college degree
  9. 9. 9 Gen Z is Diverse with Many Children Coming from a Multiracial Background +400% Increase in multiracial marriages (black and White) in the last 30 years (with a 1,000% increase in Asian- White marriages +50% Increase in the multiracial youth population since 2000 (to 4.2 million) -1.5% decrease in the caucasian 6-17 year old population projected by 2018 +7.6% Projected increase in the Hispanic teens population over the next five years, the fastest growing population in the US
  10. 10. 10 The “You do you” Motto, Self-Expression Over Mimicked Trends Young people feel much more emboldened to express their own sense of style rather than mimicking a peer- accepted uniform or dress code. But their openness and “You do You” mentality goes beyond just style and clothing, They challenge the gender binary by being more open minded to gender- neutral pronouns, roles, and expression. Normcore is a collective, neutral blandness – eschewing obvious markers of luxury, fashion and distinctive style and instead opting for a more low key, cool look with a dash of athleticism and a whiny of the ‘90s.
  11. 11. 11 Gen Z are Pragmatic/Realistic, so They are Concerned About Their Future Gen Z are self aware of the world around them. They grew up in turbulent times. Gen Z has learned the value of a dollar at a young age. Saddled by this financial weight, Gen Zers are concerned about their future. 63% Of teens are worried about their future 58% Of teens aged 13 to 17 say they’re already saving money
  12. 12. 12 School and Education
  13. 13. 13 Gen Z has an Education System Focused on Inclusion and Collaboration While still being self-reliant in finding answers, Gen Z has a learning environment of openness and interaction. They see face to face conversations and studying to be beneficial in their education. But make no mistake that a multi- faceted experience connecting social, academic and professional interest is the way they prefer to learn.
  14. 14. 14 They are Already Gearing up for Starting College while still Attending High School Gen Z are laser-focused in their education and career goals. A growing number of students are taking college courses early in order to get a jump start in credits. They saw what their parents went through with their jobs and want to push to have a good long term career.
  15. 15. 15 Stem Studies are among the top subjects teens are interested about Gen Z Dream Jobs
  16. 16. 16 Gen Z, Digital Natives
  17. 17. 17 They are Digital Natives. There never was a time they were not without their devices Gen Z is growing up with a range of electronic devices at hand. Not surprisingly, the key device for teens is the mobile phone, and 4 in 10 tweens also use a mobile frequently. Gen Z tends to regard most electronic devices as important, whether or not they are used frequently.
  18. 18. 18 Parents have mixed feelings about their children's online presences Parents recognize the value of social networks to their child and almost all trust their child to use them responsibly - but they’re also aware of the danger they pose, with 8 in 10 parents paying close attention to their tween’s social networking.
  19. 19. 19 They feel that social media has an impact on their lives 37% percents of Gen Z say that social media has a direct impact on their happiness
  20. 20. Gen Z also spends more time on social media, that can lead to poor mental health 20 There is a significant associations between the hours per day spent on social media and various mental health indicators. Students surveyed reported that reported spending two or more hours per day on social media - and especially those spending five or more hours per day were significantly more likely to report a moderate or high level of psychological distress.
  21. 21. 21 Gen Z is more device dependent and have higher expectations of information on demand Device dependence 70% percent of young people displayed symptoms of emotional distress when kept away from their personal dives Expectation of information on demand For most information - be it studies, hobbies, products, and careers - the starting and ending points for most Gen Z kids is the internet. An Emotional Connection with the Digital World Research study of 800 respondents in the United States and United Kingdom, reported that most of the Gen Z youth attached more importance to digital connections than to money, music and movies. More Trust in Digital Sources of Information A November 2011 report by Grail Research, suggested kids prefer the digital approach and find it easiest to learn from the Internet
  22. 22. 22 Mobile and Social content have higher trust with Gen Z Highest trusted digital channels ● Professionally written reviews ● Consumer written reviews ● Natural search engine results. Lowest trusted channels ● Posts by companies or brands on social sites ● Info from mobile apps from brands and companies ● Text from Brands and Companies
  23. 23. 23 Gen Z social media breakdown Facebook is used by teens primarily for keeping tabs on extended family and acquaintances. Instagram is less about keeping a personal photo journal, and more about sharing interesting visual life moments Twitter is a place to stay informed and to follow trusted digital curators of culture and information Snapchat is more for a private mode of communication to share silly, or candid moments with their inner circle of friends
  24. 24. 24 They are their own social media managers and take special care of their personal brand Teens are best thought of as their own personal social media managers. For them, it is more than just multitasking and multiple screens. Teens are their own eagle-eyed editors, programming content, limiting the volume of posts and paying close attention to quality content. 75% of teens between 13 and 17, use some form of visual social media 25% of teens have multiple facebook and instagram accounts 50% of teens post during the evening time to have the maximum engagement from their peers.
  25. 25. 25 Online privacy is an concern of Gen Z Teens share a wide range of information about themselves on social media sites. However, few teens embrace a fully public approach to social media. Instead, they take an array of steps to restrict and prune their profiles, and their patterns of reputation management on social media vary greatly according to their gender and network size. Teens take other steps to shape their reputation, manage their networks, and mask information they don’t want others to know; 74% of teen social media users have deleted people from their network or friends list. 60% of teen Facebook users keep their profiles private, and most report high levels of confidence in their ability to manage their settings. “As far as privacy, they are aware of their personal brand, and have seen older Gen Y-ers screw up by posting too openly.” — Dan Gould trend consultant for Sparks & Honey
  26. 26. 26 Teens claim Snapchat as the most important social media platform 7 reasons why Snapchat is important to teens: ● Intimacy ● Less Social Pressures ● Privacy ● Fast and Visual ● Generation Differentiation ● Exclusively Mobile-Based ● Trends and Fads
  27. 27. 27 How does Gen Z spend their time?
  28. 28. 28 Youtube and Netflix are the most watched media by Gen Z Gen Z’s dependence of video content goes beyond entertainment ● 57% say it serves as a mood lifter ● 61% say it serves as a stress reliever ● 60% use it to keep updated on news and trends ● 47% use it to lull themselves to sleep
  29. 29. 29 Entertainment media accounts for a majority of time Gen Z consumes ● Tweens (8 to 12) use an average of 6 hours worth of entertainment media daily. ● Teenagers (13 to 18) average about 9 hours of entertainment media use.
  30. 30. Gen Z social media usage averages in about 2 -3 hours a day 30
  31. 31. 31 Entrepreneurship
  32. 32. 32 Youtube celebrities earn big bucks for their videos Felix Kjellberg a.k.a. PewDiePie - had garnered much attention for being the world’s richest youtuber. He boast over 44 million subscribers on his video game channel and earn $12 million yearly. Lindsey Stirling is the richest musician on Youtube. Her videos playing the violin and dancing had let her to acquire nearly 8 million subscribers. She earns $6 million per year from Youtube.
  33. 33. 33 Youtube success has lead many kids and teens to also show entrepreneurship Channel: Kids Toys Channel Sisters review and play with different toys and online games Subscribers: 2 million Channel: EthanGamerTV This nine-year-old boy plays popular games such as Roblox, Minecraft, and other mobile games. Subscribers: 2 million
  34. 34. 34 Youtube helps young adults find an outlet for expression and self entrepreneurship
  35. 35. One teens live news antics skyrockets him to internet fame Brendan Jordan, 15 years old Gained internet fame with his dance that was broadcast on live television. Using his new found popularity, he created a youtube channel that discusses his life. With topics about his coming out, LGBTQA+ issues and fashion, he gained a very diverse following. 35
  36. 36. Young women gains popularity with her slam poetry Savannah Brown, 20 years old Self described as “liking poetry” and “talks weird”, this youtuber creates videos about her poetry. Her videos range from topics of sexuality, temperaments, and other social issues that all include her poetry about the subjects. She has earned almost half million subscribers. 36
  37. 37. 37 Teen Entrepreneur Megan Grassell Used Her Frustration To Fuel A Business When Megan Grassel went shopping for bras with her pre-teen sister, she was struck by the lack of age-appropriate choices. She decided to create her own line of bras for teens that are modest and pragmatic. She went to kickstarter with a goal to raise $25,000 to start. She ended up with $42,000 in one of the sites most successful campaigns.
  38. 38. 38 Yellowberry shows Gen Z’s core values in action Openness ● Talks about a subject that is important ● It’s a bigger issues that deals with self-esteem Resilient ● Was turned down by many companies ● Did not stop pushing her idea ● Used to kickstarter to fund her project Realism ● Product is made for a demographic who needs it ● The conception of the idea is appropriate to the creator
  39. 39. 39 Gen Z has a socio-empathetic view on how the world should be 26% are currently volunteering. 76% are concerned about man’s impact on the planet. 60% of them want to have an impact on the world
  40. 40. Volunteering helps with their eagerness to join the workforce 77% of high school students are either extremely or very interested in volunteering to gain work experience compared to 63% of college students. 60% of them want to have an impact on the world, compared to 39% of millennials 40
  41. 41. 41 Spending Habits
  42. 42. $44 Billion Is the yearly projection spending money of Gen Z consumers on a $16.90 weekly allowance. 42
  43. 43. 43 Food and Clothing are their main spending habits, although they are very “price-conscious” about spending 89% Gen Z says they are “very price-conscious” 64% They like to pay with cash, as opposed to credit or debit cards 81% Gen Zers said they would drop their favorite brand if they found a similar product at a better value or higher quality
  44. 44. Top Brands of Gen Z 44
  45. 45. Gen Z is conservative when it comes to their finances and gained a better understanding of it through their parents Seeing their parents going through the financial crisis of 2008, Gen Z are more aware of how important it is to start saving. 51% report that their parents are the number one resource for learning about finances 84% of Gen Z say their parents discussed the importance of saving, on average, by age 14 46% are worried about accruing student loan debt A study by Adecco showed that Gen- Z’ers are more concerned about the cost of education than Millennials. 45
  46. 46. 46 Virtual Reality is not a gimmick but a viable product Gen Z is interested in While Virtual Reality is still in its early stages, consumer interest on the concept is growing. Gen Z has the biggest interest in Virtual Reality. This goes hand in hand with their love of gaming and media consumption. The same research also says that while gaming is a popular use of virtual reality, TV, movies, video content on VR holds interest as well.
  47. 47. Immersion with content is what Gen Z wants 360 video, virtual reality, and augmented reality are the new ways we share content and videos. They have been shown to have a great interest with Gen Z and how they consume media. They do not engage with just “One screen”, but multiple screens with different purposes. 47
  48. 48. 48 Connecting with Gen Z
  49. 49. 49 While attention spans are shortening, it has evolved to hyper data consumption Speed matters. Research studies suggest that their brains have evolved to process more information at faster speeds, and are more cognitively nimble to handle bigger mental challenges. That coupled with the high amount of gadgets and devices they spend their time on gives them a greater sense of information processing.
  50. 50. To market to Gen Z, you must be agile, programmatic, have it be snackable, and have mobile messaging Agility Marketing Generation Z are avid social media users with short-term thinking. Programmatic mobile marketing The term programmatic simply means automated, and programmatic marketing describes the use of data driven software to automate online advertising. Snackable Content marketing With an attention span of only 8 seconds Generation Z aren’t all that interested in long-form content. Text Message Marketing For generation Z, their smartphones are an extension of their arms, and manage every aspect of their lives through their phones 50
  51. 51. 51 Snackable content is the way to reach Gen Z ● Bite-sized nuggets of content ● Images, Videos, Memes ● Whose meaning can be grasped quickly ● Often creates deeper meaning through references to shared stories or experiences ● Faster than reading an explanation of the same information
  52. 52. 52 With 5 different screens used daily by teens, it is important to have content that is “attention grabbing” Generation Z’s attention span is short and they use as many as five different screens during the day. Focus on short messages, front- loaded with enough attention- grabbers and “click bait” to entice even the most distracted minds.
  53. 53. Feed into their curiosity and entrepreneurial side Tap into the entrepreneurial spirit. Make stuff and help Gen Z make stuff. Collaborate with them and help them collaborate with others. 53
  54. 54. Let Gen Z control the the spread of your brand Gen Z can become excellent brand ambassadors, using their social influence to spread the word Using Taco Bell hot sauce pockets as part of a “promposal.” Ivivva, the sister brand of Lululemon, encourages girls to upload photos of themselves wearing the brand’s clothing while doing an activity. The best photos are then reposted to Ivivva’s Instagram account. Target post eye catching photos, like method soap bottles being used to hold flowers posted on their instagram page. 54
  55. 55. 55 Prove your message as an impact, and be transparent with them Gen Z has grown up in a world they felt was corrupt. They are worried about the future, but also want to take action. But it is also important to be honest, transparent, and authentic with them. If you want to implement these traits, you have to connect with them on their terms. Taking that extra step to not only capture their attention but to bring value to the interaction is crucial Mcdonald's “First Customer” ad campaigns shows a young man starting his first job at the restaurant. Boxed water comes in paper containers as opposed to plastic as it is easier to recycle
  56. 56. 56 Gen Z marketing checklist ● Depict them as diverse ● Remember they are not Millennials ● Talk with images ● Snackable content ● Tap into their entrepreneurial spirit ● Be humble ● Tell your story across multiple screens ● Talk to them about value ● Include a social cause they can get behind ● Feed their curiosity ● Assume they have opinions ● Makestuff - or help Gen Z make stuff(they’re industrious) ● Collaborate with them - help them collaborate with others ● Optimize your search results ● Feed them