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Published May 25, 2016 from http://somethingbig.co.uk/how-to-engage-generation-z
By 2020, Generation Z will account for 40% of consumers. In fact, they’re already influencing more than US $600 billion (around £416 billion) of family spending – so it’s pretty important that marketers take them seriously. Businesses of all types will need to understand how this upcoming generation of consumers will communicate, engage with brands, and – more crucially – make purchasing decisions. Here’s our lowdown on the consumers of our future… Who are Generation Z? Those born between 1995 and 2012 all belong to Generation Z, so they’re currently aged between about 4 and 21. Why are they different from any other under 21-year-old? Each generation is hugely influenced by what happens in the world around them as they grow up. This includes key political events like the election of the first black president of the US, or the economic environment, as well as other factors like attitudes towards sustainability, technological advances, and social behaviour. Digital natives Generation Z was the first generation to be born into a truly digital world. They’re the mobile-first generation, often labelled as ‘digital natives’. Whatever we call them though, the reality is they are so used to using technology throughout their daily lives that their natural behaviour is quite different from previous generations. 79% of Generation Z-ers feel genuine emotional distress when separated from their personal devices and their average attention span is just 8 seconds, as they often multi-task between up to six devices. Social media has become a way to socialise, as opposed to a leisure activity for this generation. For example, the US recently reported a drop in young people learning to drive, with theories suggesting that there’s no need to drive to see their friends in real life when they can chat 24/7 through social platforms. When it comes to which social platforms to use, their attitudes are similar to a fashion statement – and their choices are as fickle as their choice of sweatshirt brand. A quarter of 13-17 year olds have already left Facebook this year, flocking instead to newer platforms such as Instagram and Snapchat. Resourceful and independent There’s more to this generation than meets the eye. Growing up through a recession, and possibly seeing parents struggle to make ends meet, has had a profound impact on them. They are highly entrepreneurial, with 72% wanting to run their own businesses. They’re also highly resourceful: 33% watch lessons online, and growing up with a virtual library has enabled them to feed their hungry minds at the click of a mouse. Perhaps Advertising Age summed them up with this great quote: “Millennials expect success, Generation Z-ers make their own”. Rebels with a cause Beyond being independent and driven to create their own success, the lovely twist to this generation is their authenticity. Not looking for perfection, as brands like Coca-Cola and Abercrombie & Fitch have found out, this is a generation seeking real experiences and authentic marketing. 60% of Generation Z-ers say they want jobs that impact the world, 26% of 16-19 year olds already volunteer, and a whopping 76% are concerned about the impact of humanity on our planet. |