Gen Z will soon be the biggest cohort in the US. Yet, the global trend is alike with more young adults becoming a focus audience of many companies.
In this presentation, you will learn about the centennials (aka Gen Zers, iGens). We've gathered some data from reputable sources to let you understand this generation better, know it shopping habits, and attitude to marketing.
Check the full article at https://adsy.com/how-to-market-generation-z.
3. Gen Z - the generation born between
1997 and 2012 - will soon be one
of the largest cohorts of
consumers.
This is a digitally native generation
that has different values and ways of
finding and using information.
Let's understand Gen Z a little bit
better through essential information
and statistics.
02
4. 03
DEMOGRAPHIC
BREAKDOWN
Gen Z is the third largest
generation in the US. There are
72.19 million millennials, 70.23 million
Baby Boomers, and 68.6 million
Generation Z according to Statista.
Many Gen Z representatives are
working professionals and college
students. They earn and are free to
make their own shopping decisions.
Soon, more centennials will become
buying customers.
75
50
25
0
The Greatest
Generation
(born before
1928)
The Silent
Generation
(born 1928-
1945)
The Baby
Boomers
(born 1946-
1964)
Generation X
(born 1965-
1980)
The Millennial
Generation
(born 1981-
1996)
Generation Z
(born 1997-
2012)
Resident population in the United States in 2021 (mln), by generation
0.89
19.13
70.23
65.8
72.19
68.6
5. 04 Gen Z values diversity - be it gender and
race, or identity and orientation.
Centennials value education. Though
many consider youngsters don’t care about
this matter, most Gen Zs are willing to get
(at least) a basic college education.
More female Gen Z in STEM. More tech
companies will aim at hiring young women.
Also, the trend will be sparking interest in
STEM for the younger generation of
centennials.
Prioritization of social activism. This
way, this group of people will choose your
brand not only based on its popularity or
quality conditions. Ethics, practices, and
social impact will also matter.
As we mentioned earlier, soon Gen Z
become an important part of the labor
force in the US. Deloitte reports that
this generation will make around
10% of the labor assets by 2025 and
around 23% by 2030.
It’s also fair to say that Gen Z differs
from other groups a lot. That’s why
it’s vital some other points into
account:
6. 05
The most popular network for this generation is
TikTok. Instagram loses to the competitor
with 41.4% users compared to 45% fans of
Tiktok. Still, the most popular social channel is
Snapchat with 47% of users.
In the next two years won’t change much, with
Snapchat, TikTok, and Instagram holding the
three leading positions. So, if you target this
generation make sure you are present and
reachable via these social media networks.
MEDIA CONSUMPTION
OF GEN Z
7. 06
41% of iGen refer Instagram to
be their preferred social media
platform to follow brands.
16% of respondents prefer
Facebook for the same goal.
11% of centennials follow
brands via Twitter.
Thus, centennials' behavior on
social networks is far from
chaotic. They usually know what
they came for. Here are some data
99firms shares:
8. 58.4%
23.2%
12.2%
5.2%
07
ATTITUDE TO MARKETING
It’s true that 58% of Gen Zers check their inbox multiple times per day.
Even more, 31.8% of this generation don’t mind getting brand emails
a couple of times per week.
Frequency
of checking
emails
The Drum reports that 77% of
Gen Zers believe it’s
essential to customize
interactions. 76% are looking
for brands to send them digital
communications they can
personalize based on their
preferences.
45% of centennials currently
follow over 10 influencers on
social media. Keep in mind
that 56% of Gen Zers are
more likely to try a good if
their favorite influencer has
recommended it.
Brand email
frequency
preference
multiple times a day
0.98%
once a wek
a couple of times a week
once a day
never
once a month
31.8%
19%
18.4%
27.5%
9. 28.2%
08
11.8% 58.9%
20.2% of Gen Zers prefer engaging with a brand on social media,
more than any other channel.
19.2% of this generation don’t mind getting brand content via email.
18.4% of iGens are willing to communicate with brand representatives
in-person.
All-in-all, the general picture will marketing picture will look like this:
We are living in the cancel culture era. So, being ethical while handling your business is vital.
Statista shares that 28.2% of Gen Z are ready to cancel a brand due to its marketing activities.
of Gen Zers are
ready to cancel a
brand due to
marketing activities
of Gen Zers are
unsure if they are
ready to cancel a
brand
of Gen Zers won't
cancel a brand due
to marketing
activities
10. 09
FAVORITE BRANDS
American Gen Zers have approximately $44 billion in buying power. So, where does this gen
spend its money? What brands do young people adore?
Hero Cosmetics (cosmetics)
The Honey Pot Company (toiletries)
Panoxyl (skincare)
Maseca (food)
TheraBreath (health&wellness)
Tree Hut (self-care/toiletries)
BuzzBallz (beverages)
Olipop (beverages)
La Roche Posay
(cosmetics/skincare)
Native (toiletries)
According to Numerator, Gen Z
purchased the most from:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
The Morning Consult shares the
following list of Gen Zer’s top brands:
1. YouTube
2. Google
3. Netflix
4. Amazon
5. M&M'S
6. Walmart
7. Target
8. Doritos
9. Kit Kat
10. Oreo
11. Gatorade
12. Nike
13. Cheetos
14. Dollar Tree
15. Sprite
16. Pringles
17. Capri Sun
18. Pixar
19. Skittles
20. Apple
11. 0 20 40 60
10
SHOPPING BEHAVIOR
50% of Gen Zers want to buy directly from
social media. Instagram, for instance, took this
trend seriously and added an in-app purchase
feature.
US social media buyers by generation,
June 2022 (by InsuderIntelligence)
50%
51%
38%
38%
22%
Gen Z
Millennials
Gen X
Boomers
Total
85% of Gen Z learn about new products or
services through social media networks.
41.6 million young people made online purchases
in 2022 and their number will increase by
approximately 4.5 million in 2023.
US Gen Z Digital Buyers & Penetration (mln & %)
2020 2021 2022 2023 2024 2025
60
40
20
0
77.1% 78.7%
80.3%
81.9%
83.5%
85.0%
55.6
50.8
46.1
41.6
37.2
32.9
(by InsuderIntelligence)
12. 11
GEN Z AND
METAVERSE
48% of iGens know what the metaverse
is, and we believe their number will only
increase. And if you be one of the early
adopters of new technology you will have
a competitive benefit.
Entering the metaverse via technology
companies and platforms like Roblox or
Decentralized allowed companies to
reach wider audiences and offer
completely new experiences.
13. 12
As soon Gen Z will become
the largest cohort of
customers with a huge
buying opportunity, you
need to study this
generation.
What does define them?
What is their shopping
behavior and how do
they make purchases?
Answering these questions
will help you understand
centennials better.
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