Meet Generation Z: Forget Everything You Learned About Millennials

1. Meet Generation Z
Forget Everything You Learned
About Millennials
Image Source: National Geographic’s October 2013,125th anniversary issue

2. 2
Meet “Generation Z,” Americans born after Gen Y
(from 1995 to present) who are currently under the
age of 18.
Marketers have been focused on Gen Y
(a.k.a. Millennials) for more than a decade.
In fact, Millennials are the most
researched generation in history!
But Gen Z is different from the Millennial
generation. In many ways, Gen Zers are the
opposites or extreme versions of Millennials
and marketers need to adjust to them.
We are just beginning to understand Gen Z
and its impact on the future, but here is what
we know and foresee…

3. 3

4. There is a population tsunami approaching
4
Source: U.S. Census Bureau, 2012 (via Mintel 2014)
Millennials
( 20-37 )
24.5%
Gen Z
( <19 )
25.9%
Swing
( 69+ )
10.5%
Gen X
( 38-49 )
15.4%
Baby Boomers
( 50-68 )
23.6%
More than a quarter of
America’s population
belongs to Gen Z, and with
each birth, the segment is
growing.
361,000Approximate number of babies
born in the world each day.

5. They influence household purchases
5
84%
74%
73%
69%
65%
60%
55%
52%
32%
29%
Toys
Apparel
The week’s dinner menu
Entertainment
Family vacation Family cars
Home furnishing
Computer
Cell/mobile
TV
Percentage of moms who feel their Gen Z child is
influential when purchasing the following
Source: JWT Intelligence 2012

6. A generation with disposable income
6
Gen Z receive $16.90 per week in
allowance which translates to
$44 billion a year
Source: Mintel 2013 “Activities of kids and teens.”

7. They love to shop, especially online
7
45%
Clothes
Toys
Online games
Offline games
Books
Electronics
Music
Fashion accessories
Shoes
Movies
Sports equipment
Beauty products
55%
46%
54%
53%
47%
44%
56%
47%
53%
47%
53%
50%
50%
43%
57%
45%
55%
53%
47%
40%
60%
49%
51%
Offline Online
Percentage of Gen Z who prefer shopping online vs. offline
Source: JWT Intelligence 2012

8. They are eager to start working
8
Source: Study called “High School Careers” by Millennial Branding and Internships.com via
entrepreneur.com
55%of high school students feel
pressured by their parents
to gain early professional
experience
Parents of Gen Z encourage their children
to find jobs early and independently
without their help.
4 in 5high school students
believe they are more
driven than their peers

9. They are mature and in control
9
89.1
Teen Birth Rate
(per 1,000 women age 15-19)
72
60
40
20
1.3
80
60
40
29.4
1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010
Alcohol
Marijuana
Cigarettes
Cocaine
Use of Illicit Substances
(Among high school seniors)
Source:
Centers for Disease Control and Prevention via vox.com: WebMD (CDC Survey 2014)
25%of Gen Z teens say they
were in a physical fight in
the past year (down from
42% surveyed in 1991)
10%of Gen Z teens say they
tried an e-cigarette in 2012
(a doubling in one year)

10. Social listening reveals that Gen Z are determined
to “make a difference” and “make an impact.”
Social entrepreneurship is one of the most popular
career choices.
They intend to change the world
10
Source: U.S. Department of Labor, 2013,
26%of 16-to-19 year-olds are
currently volunteering

11. This is what Millennials started…
11
Name: Mark Zuckerberg
Fame Age: 20
Profession: Internet Entrepreneur

12. …this is how Gen Z took over…
12
Name: Adora Svitak
Fame Age: 16
Profession: Activist, author and
advocate for education
Her 2010 TED talk, “What Adults Can
Learn From Kids,” has received over 3
million views.
Source: Adorasvitak.com

13. …and this is the new norm for Gen Z
13
Name: Logan Laplante
Fame Age: 13
Profession: Advocate for DIY education
His 2013 TED talk, “Hackschooling
Makes Me Happy,” has received over 5
million views.
Source: About.me/loganlaplante

14. What made them who they are?
14

15. 15
Growing up in a post 9/11 world
during a recession
Source: Rutgers 2013, Annie E. Casey Foundation 2013
Gen Z were developing their personalities
and life skills in a socio-economic
environment marked by chaos, uncertainty,
volatility and complexity. Blockbusters like
The Hunger Games and Divergent depict
teens being slaughtered. No wonder Gen Z
developed coping mechanisms and a
certain resourcefulness.
73%of Americans were
personally affected by the
Great Recession
1 in 4American children
are living in poverty

16. They learned that traditional choices
don’t guarantee success
16
They witnessed the struggles
of Millennials (think: older
siblings, many still living at
home), and have resolved to
do things differently.
30%of high school students
today are pushing out their
graduation date
Source: Report from Education week via The Atlantic

17. Their education system focused on inclusive
classrooms and differentiated instruction
17
They were raised in an American
education system that focused on
mainstreaming and classroom diversity.
As a result, they are collaborative team
players where everyone is equal at
winning and losing.

18. 18
Nature vs. Nurture: Gen Z had a unique childhood

19. Multiracial children is the fastest
growing youth group in the US
19
Modern families come in all
colors and sizes. Long-standing
views of race have been
challenged by culture: celebrities,
artists, politicians and athletes of
mixed heritage have changed
discourse, along with trans-racial
and international adoptions.
Source: Census: “The two or more races population: 2010 Census Brief”;
American Academy of Child and Adolescent Psychiatry
+50%increase in the multiracial
youth population since 2000
(to 4.2 million)
+400%increase in multiracial
marriages (Black and White) in
the last 30 years (with a
1,000% increase in Asian-
White marriages)

20. There is much greater diversity
amongst teens and tweens
20
Research shows that multiracial children
tend to be high achievers with a strong
sense of self and adaptability to change.
Source: Mintel “Activities of kids and teens” - US - Nov 2013
-1.5%decrease in the caucasian
6-17 year-old population is
projected by 2018
+7.6%projected increase in the
Hispanic teens population
over the next five years, the
fastest growing population in
the US

21. 21
Traditional gender roles have been
challenged
Gender roles and norms are
blurring, which may make it harder
for Gen Z to find mates and
maintain households when they
become adults. Self-identity is
less constructed by gender than
for past generations.Source: GoldieBlox.com

22. Parenting styles have shifted
22
With studies showing the adverse effects of
helicopter parenting, parents of Gen Z have
been discouraged from mollycoddling. As a
result, Gen Z have been given more space
than Millennials, accessing answers and
inspiration on the Internet, and are more
self-directed.
Source: Census: “The two or more races population: 2010 Census Brief”

23. They live in multi-generational households
23
Gen Z have been raised in larger, extended
households as retired grandparents have
moved in and Millennial siblings (Boomerang
Kids) have moved back home. As a result,
they are sharers and have greater affinity and
respect for the elderly. Gen Z share many of
the same values as the Great Generation.
Source: Census: “The two or more races population: 2010 Census Brief”

24. 24
How are Gen Z remarkably different?

25. They worry about the economy
25
Source: JWT Intelligence, 2012
0
20
40
60
80
100
What things
cost today
Cybercrime
Government
leadership
Crime in
your town
Your parents’
job security
Terrorism
Wars around
the world
The economy
Female Male

26. Entrepreneurship is in their DNA
Surrounded by DIY education and crowdsourcing,
these teens dream of self employment. They feel
pressured to gain professional experience at a very
early age. Low wage entry level Gen Z jobs lead to
competition with struggling Millennials, fueling
competitiveness.
26
Source: Millennial Branding and Internship.com, 2014, Mintel 2014
61%of high school students
want to be an entrepreneur
rather than an employee
(compared to 43% of college
students)
72%of high school students
want to start a business
someday (compared to
64% of college students)

27. More than 90,000 students enrolled in grades 5-12
have the exceptionally rare entrepreneurial talent
to help create more jobs within the U.S.
27
“I plan to start
my own
business”
“My school offers
classes in how to
start and run a
business”
“My school
teaches about
money and
banking”
“I will invent
something that
changes the
world”
“I work at
least one
hour a week”
“I have an
internship”
“I run my own
business”
55.3%46.9% 37.8%42.1%
3%4.6%16.9%
Source: Gallup and Operation HOPE. A survey of 1,009 students in grades 5-12

28. 28
They seek education and knowledge
Research online
Watched lessons
online
Worked on a project
with classmates online
Taken a test/exam
online
Taken a lesson online
Read a textbook on a
tablet
85%
33%
32%
25%
22%
20%
Percentage who have done the following:
Source: JWT Intelligence 2012; Edudemic survey
1 in 2Gen Zers will be university
educated (compared with 1
in 3 for Millennials and 1 in 4
for Gen X)

29. 29
They use social media as a research tool
52%
of teens use YouTube or
other Social Media sites for a
typical research assignment
in school
Source: Pew Research, “How teens do research in the Digital world” 2012

30. They multi-task across 5 screens
30
Age (13-17) Age (8-12)
TV
Cell/mobile phone
Laptop computer
Desktop computer
iPod or other portable
music player
Gaming console
Handheld gaming
device
Tablet
E-reader
24%
25
23
17
16
13
11
4
5
17%
12%
4%
25
36
28
38
28
50
39
76
72
72
31%
33%
39%
57%
72%
Source: JWT Intelligence
Percentage who use the following devices
multiple times per day

31. Their attention spans are getting shorter
31
Gen Z are the ultimate consumers of snack
media. They communicate in bite sizes.
Research studies suggest that their brains have
evolved to process more information at faster
speeds, and are cognitively more nimble to
handle bigger mental challenges. But, getting
and keeping their attention is challenging.
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
8 secis the average American
attention span
(down from 12 sec in 2000)
11%of children 4-17 years old
have been diagnosed with
ADHD (up from 7.8% in
2003)

32. Gen Z have always known how to zoom, pinch and
swipe. They have grown up with hi-def, surround-
sound, 3D and now 4D — 360 degree photography
and film is their normal. Ultra slow motion and hi-
speed video is their standard.
32
They think spatially and in 4D
2005is the year that Google
Maps launched with its
satellite and zooming
functions

33. They lack situational awareness
image source
33
Source: Pew Research, 2012
Teachers say that Gen Z lack situational
awareness, oblivious to their
surroundings and unable to give
directions. Some speculate that Gen Z
have become overly reliant on their
devices.

34. As Social Media natives, attuned to NSA
surveillance issues, they are more
concerned about disabling their phone’s
geolocation than their privacy settings.
Gen Z are drawn to incognito media such
as Snapchat, Secret and Whisper.
34
Source: Facebook Social Ads Platform (“Potential Reach”), 2013
They don’t want to be tracked
25%of 13-17 year-olds left
Facebook in 2014

35. They communicate with symbols
image source
35
Source: Pew Research, 2012
Gen Z speak in emoticons and emojis.
Symbols and glyphs provide context
and create subtext so they can have
private conversations. Emoji alphabets
and icon “stickers” replace text with
pictures.

36. They communicate with speed
image source
36
Source: Pew Research, 2012
68%of teachers think that
digital tools make students
more likely to take
shortcuts and not put effort
into their writing
46%of teachers say digital tools
make students more likely
to “write too fast and be
careless”
Gen Z are agile communicators:
speed of communication and
repartee garners cultural currency.
They’re accustomed to rapid-fire
banter and commentary. As a result,
Gen Z are not precise
communicators and leave a lot of
room for interpretation.

37. 37
Source: AFP News Report, via MarketingCharts 2013
Twitter Facebook Instagram Tumblr Google+
27%
30%
26%
42%
33%
23%
12%
17%
23%
3% 4% 4%
6% 5%
3%
Fall 2012 Spring 2013 Fall 2013
% share of respondents, select findings
They communicate with images
Percentage of Gen Z using social media

38. 38
They love the ephemeral and rarity
Gen Z are drawn to social media which
disintegrates and self-destructs. They
suffer from FOMO (fear of missing out)
more than Millennials, so being
culturally connected is critical.

39. They spend more time with computers
39
Source: WebMD (CDC Survey 2014)
41%Of Gen Z spend >3 hours
per day on their computers
for non-schoolwork-related
purposes (compared to
22% a decade ago)

40. Their social circles are global
40
Source: JWT Intelligence and Pew Research center
81%of online teens use some
kind of Social Media
26%of Gen Z would need to fly
to visit most of their social
network friends

41. They are hyper-aware and concerned
about man’s impact on the planet
41
Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence
80%know about man’s impact
on the planet
9 of 10continue to feel optimistic
about their own future
7 of 10feel optimistic about the
future of the environment
78%are concerned about world
hunger
77%are concerned about
children around the world
dying of preventable
disease
76%are concerned about man’s
impact on the planet

42. They are less active
42
This generation is much less active than
previous generations. In some cases, sport is
viewed as a tool for health instead of play and
gaming may have replaced outdoor activities.
Source: Mintel, Activities of Teens and Kids 2013, Entertainment software association 2013
51%of teen boys list gaming as
their main source of
entertainment
66%of 6-11 year olds list
gaming as their main
source of entertainment

43. They live-stream and co-create
Gen Z gravitate to live-streaming
media, such as Twitch and Ustream.
Two-way live-streaming and video-
conferences (think: FaceTime and
Skype) are their preferred ways to
communicate.
43
Source: JWT Inteligence
#1live-streaming platform in
the world is Twitch, which
features live video
gameplay, news and chat

44. 44
14
12
10
8
6
4
2
0
-2
-4
Scratch Fresh Oven Stove-top
% change projected annual eatings F2018 vs. 2013
Gen Z
Millennials
Gen X
Source: NPD Group’s “Future of Eating,” 2014
They are the biggest foodies
Their interest in cooking is expected to
increase over the next five years.

45. Teen obesity has nearly tripled from
1971-2010, now stabilized at around 18.4%
Teenage boys are more likely than girls to be obese (18.6% vs. 15%)
45
Unfortunately, they’re also obese
Source: Centers For Disease Control And Prevention, 2013 (via Mintel 2014). Percentage
of obesity among high school students, by state, for selected year 2003 and 2011

46. But, food is their main vice
46
A Different Set of Vices
LUST
GLUTTONY
GREED
SLOTH
WRATH
ENVY
PRIDE
Are having less sex (but more un-protected sex)
Are more obese
Are recycling and up-cycling
Are more sedentary
Are a happy lot
Are focused on sharing
Are self-confident
Source: Mintel 2014, Centers for Disease Control and Prevention 2014

47. 47
How to connect with Gen Z?

48. 48
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco Off)
Active Volunteers
Blended (race & gender)
Togetherness
Mature
Communicate with Images
Make Stuff
Have Humility
Future Focused
Realists
Want to Work for Success
Collective Conscious
Tech Savvy: 2 Screens
Think in 3D
Radical Transparency: Share All
Slacktivists
Multi-cultural
Tolerance
Immature
Communicate with Text
Share Stuff
Have Low Confidence
Now Focused
Optimists
Want to be Discovered
Team Orientation
Don’t treat them like Millennials
Gen Z Millennials

49. 49
Don’t treat them like Millennials
Gen Z Millennials
Very Different Experiences and References
Politics
Media
Communication
Homosexuality is no
longer considered
a disease
Portable media player
The DVD, an optical disc
computer storage media
format is announced
Instant messaging, a
type of online chat, is
released by Microsoft
Mobile phones with
the ability to send
text messages
Massachusetts
legalizes same-sex
marriage
Commercial music
streaming services
The video-sharing
website Youtube is
launched
Snapchat, a photo
messaging app
is introduced
Smartphones with a
multi-touch interface Telecommunications
Music

50. 50
Checklist for connecting with Gen Z
1. Depict them as diverse (ethnically, sexually, fashionably)
2. Talk in images: emojis, symbols, pictures, videos
3. Communicate more frequently in shorter bursts of “snackable content”
4. Don’t talk down… talk to them as adults, even about global topics
5. Assume they have opinions and are vocal, influencing family decisions
6. Make stuff — or help Gen Z make stuff (they’re industrious)
7. Tap into their entrepreneurial spirit
8. Be humble
9. Give them control and preference settings
10. Collaborate with them — and help them collaborate with others

51. 51
Checklist for connecting with Gen Z
11. Tell your story across multiple screens
12. Live stream with them — or give them live streaming access
13. Optimize your search results (they do their Internet research)
14. Talk to them about value (they care about the cost of things)
15. Include a social cause that they can fight for
16. Have your house in order (in terms of sustainability)
17. Help them build expertise…they want to be experts
18. Tease (think: ephemeral, puzzles, surprises and games)
19. Feed their curiosity
20. Feed them

52. 52
Gen Z topics & interests: what we’re tracking…
Economic
Disparity
Gender
Equality &
LGBT Rights
Malala
TECHNOLOGY
ISSUES
NEWS
Mixed Reality
Socialism &
Communism
MEDIA & CULTURE
3D Printing
& Doodling
School
Shootings
Total Solar
Eclipse
March 2015
Whisper
Common
Core
Education
Nationwide
YouTube
Stars
Drones
iPhone 6
Twitch
Wearables
Oculus Rift
Global
Warming
Weather
Refugees
Cost of
Education
Loneliness
Brazil
&
The World Cup
Gaga in Space
2015
Girls in
STEM
Net Neutrality
Back to School
Elon Musk
Texting While
Driving
Tuna the Dog
Autonomous
Cars
Tuna the Dog
Avatar 2
2016
Star Wars
Episode VII
2015
Teenage
Mutant Ninja
Turtles
8/8
Hunger Games
Mockingjay
11/21
Teen Choice
Awards
8/10
Kids Choice
Awards
7/17
MTV VMAs
8/24
Tarzan
November
Earth to Echo
August
22 Jump Street
June
GEN Z
52

53. Want to apply Gen Z insights to your business?
We will continue to track Gen Z, adding a global perspective from our
Scout Network (now in 11 countries) combined with international social
listening. Stay tuned.
Reach out to us if you want to explore how to apply these learnings —
and future Gen Z insights — to your business. We can package Gen Z
insights in a variety of formats, such as:
• Customized “Meet Gen Z” reports, designed for sharing and educating
• Immersive get-smart-fast-on-Gen-Z workshops
• Gen Z insights-to-applied-marketing round table discussions
• Bi-weekly “Gen Z Trend Pulses” — sharable newsletters on Gen Z culture
and marketing opportunities
53

54. 54
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AGENCY
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- Social & Cultural Listening
- Competitive Intelligence & War
Gaming
- Segment Analysis &Tracking
- Topic Deep Dives
- Event Tracking
- Issue Monitoring
- Real-time Burst identification
- Channel Analysis
- Content & Influencer Strategy
- Editorial & Cultural Calendars
- Macro Trend Identification &
Quantification
- Projecting Segments into the
Future (Consumers of the Future)
- Product, Service & Packaging
Development
- Business Model Design &
Reimagination
- Business Context Analysis
- Futurism
- Whitespace Identification
- Brand/Partner & Acquisition
Recommendations
- Pre-Planned (70/30) Content
Production - Online and Offline
- Real-time Content Production
- Real-Time Commerce
- Social Media Content (short and
long form) - posts, tweets, vines,
videos, blogs, etc.
- Community Management
- Influencer Outreach
- Channel Optimization & Fan Base
Development
- Analytics & Measurement
- Real-Time Media Amplification
cultural strategy at the core
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intelligence
innovation
content &
distribution
powered by
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