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Carat USA: The Coming of Gen Z, June 2018

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Representing up to $143 billion in buying power before the age of 22, Generation Z is a demographic that simply cannot be overlooked any longer. Distinctly different than their Millennial counterparts, Gen Z has already been making waves in numerous facets of culture. Check out Carat USA’s insights report on the next generation and how we recommend brands should start engaging with them.

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Carat USA: The Coming of Gen Z, June 2018

  1. 1. GENERATION Z
  2. 2. BABY BOOMERS HOW A GENERATION IS FORMED AGES: 54-72 FORMATIVE EVENTS: VIETNAMWAR, WATERGATE/NIXON RESIGNATION, WOODSTOCK, JFK & MLK ASSASSINATONS GEN X MILLENNIALS GEN ALPHAGEN Z AGES: 38-53 FORMATIVE EVENTS: FALL OF BERLIN, END OF COLD WAR, AIDS CRISIS, MTV/MUSIC VIDEOS AGES: 22-37 FORMATIVE EVENTS: 9/11, OBAMA ELECTION, GREAT RECESSION, RISE OF GLOBAL INTERNET AGES: 8-21 FORMATIVE EVENTS: GLOBAL TERRORISM, TRUMP ELECTION/BREXIT, DIGITAL NATIVES, YOUTUBE & DIGITAL CONTENT AGES: TBD FORMATIVE EVENTS: 1ST GENERATION BORN ENTIRELY IN THE 21ST CENTURY, COMMERCIAL SPACEFLIGHT WILL LIKELY BECOME A REALITY DURING THEIR LIFETIME
  3. 3. LAST GENERATION WITH A CAUCASIAN MAJORITY Source: Nielsen Pop-Facts, CY 2014 aggregate 51% 46% 44% 45% 40% 35% 30% 24% 49% 54% 56% 56% 60% 65% 70% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 % Ag e< 9 Ag e1 0-1 9 Ag e2 0-2 9 Ag e3 0-3 9 Ag e4 0-4 4 Ag e4 5-5 0 Ag e5 0-6 0 Ag e6 0-6 9 Mul ti cult ur al N on- Hi spani cWhi t e
  4. 4. Source: M1 Panel 2017-18 Benchmark 17% OF GEN Z IDENTIFIES AS LGBTQ+ (i165), WHILE 12% OF MILLENNIALS IDENTIFY AS LGBTQ+ (i116)
  5. 5. Source: JWT Intelligence, “Study: Generation Z and Gender” May 2015 82% 88% 81% OF GEN Z SAY THEY DON’T CARE ABOUT OTHER PEOPLE’S SEXUAL ORIENTATION OF GEN Z SAY PEOPLE ARE EXPLORING THEIR SEXUALITY MORE THAN IN THE PAST OF GEN Z DO NOT THINK GENDER DEFINES A PERSON AS MUCH AS IT USED TO
  6. 6. 25%OF GEN Z SAY THEY ARE OFTEN ON A DIET TO LOSE WEIGHT (i97), COMPARED TO 41% OF MILLENNIALS (i127) Source: M1 Panel 2017-18 Benchmark
  7. 7. Source: 2018 U.S. True to Self(ie) Cassandra Study commissioned by Snap, Inc. 65% OF GEN Z WOULD RATHER HAVE A GREAT MIND OVER A GREAT BODY Have a gre at body Have a gre at mindHave a great body Have a great mind
  8. 8. Source: Cigna “Survey of 20,000 Americans Examining Behaviors Driving Loneliness in the United States” 2018 APPROXIMATELY 7 IN 10 OF GENERATION Z FEELS LIKE NO ONE REALLY KNOWS THEM WELL
  9. 9. THE FIRST GENERATION IS INCAPABLE OF REMEMBERING THE WORLD WITHOUT INTERNET
  10. 10. Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018 45% OF TEENS SAY THEY ARE ONLINE ON A NEAR-CONSTANT BASIS
  11. 11. Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018 BUT IT’S NOT ON FACEBOOK 3 7 9 32 51 69 72 85 No ne o f t he a bove Redd it T um blr T wit ter Fa cebo ok Sn apch at In st agr am YouT ub e % OF U.S. TEENS WHO SAY THEY USE…
  12. 12. Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018 32% Visit Most Often 35% 15%
  13. 13. OVERALL TAKEAWAYS 1. Show the diversity that reflects this generation, beyond racial diversity, including diversity of body type, gender, and sexuality. 2. Rethink how you’ve been leveraging digital platforms with Gen Z. They use social platforms differently and want to be talked to differently than Millennials. 3. This generation wants to support brands that are aligned with their values so find ways to connect your brand purpose to their values. 4. Don’t take yourself too seriously.
  14. 14. GENERATION Z CARAT USA 150 East 42nd Street New York, NY 10017 CaratUSMarketing@carat.com

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