November, 2015

Meet Generation Z

students-99506_640-2Marketers have been interested in gaining younger mindshare with Millennials for years. Millennials, more properly known as Generation Y, are currently the largest generation in the workforce and have become the most researched generation in history.

Now, meet Generation Z. They were born between the years 1995-2015 and are still growing with each birth (a growth rate of approximately 361,000 babies each day, according to census data). Currently, they are the largest generational group in America, making up just under 26% of the total population.

Why should we care about Generation Z? They are just barely entering the workforce, but they are important for companies to understand in order to get a grasp of the future of marketing.
Based on the article “Millennials are Old News — Here’s Everything You Should Know about Generation Z,” by Hayley Peterson and considering a study by Sparks & Honey, a New York-based marketing agency, we can see the influence Gen Z will have on the future. Here are some of their key characteristics and takeaways that could change the future of marketing:

1. They are activists. According to the study, 60% of them want to have an impact on the world (compared to Millennials’ 39%). One quarter of them volunteer, which shows that companies wanting to connect with Gen Z should take part in the activism.

2. They value independence. Being the first group to grow up completely immersed in technology (including YouTube and the internet), they are natural researchers and they are often self-taught through tutorial videos and more. They are accustomed to finding out information about products on their own.

3. They use technology extensively. While millennials grew up using technology, they didn’t have full access to it. Generation Z, however, is growing up completely immersed in it. According to the Sparks & Honey Report, Gen Z-ers can work and multitask across five screens (compared to three screens used by Millennials). This means that content needs to live across platforms and technologies.

4. They have a short attention-span. With the instantaneousness of technology and the Internet, Gen Z-ers are used to receiving an abundance of information at the click of a button. For this reason, it has become difficult to keep their attention on one thing. It’s important to break up content into bite-sized pieces.

5. They speak with images. Emojis and emoticons are taking over their text language and serving as an underlying conversation. This image-speak makes sense to Gen Z-ers and is another reason why Instagram and Snapchat have grown in popularity. If you want to tell a story to Gen Z-ers, make sure to tell the story through images.

If you have any questions about communicating with different audiences and generations, please email info@lavozmarketing.com.