-BAUTISTA- Winter 2016 / Generation Z
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This document provides an overview of key characteristics of Generation Z based on research from various sources. Some of the main points made are: - Generation Z is more global, multicultural and racially diverse than previous generations. They are also more open-minded about issues like gender and sexuality. - They are self-directed learners who embrace technology and see it as a tool for learning new skills and pursuing their interests and passions. Many are interested in entrepreneurship. - Socially, they are more private than Millennials and prefer to curate their online image carefully. They favor newer social platforms and apps that emphasize entertainment over sharing personal details. - Financially, they have grown up during economic uncertainty
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-BAUTISTA- Winter 2016 / Generation Z
- 1. 1 (Quaterly Prospective Knowledge Content) Winter 2016 (far from Millennials) Generation Z
- 2. 2 About -BAUTISTA- Knowledge and Planning consulting team focused on the development of tailor-made ideas with a global understanding of futures, trends, foresights and scenarios with experience on several markets, industries and consumers. Juan José Baute – Luis Carlos Chacón Get Ahead! www.bautista.global - - - Research: Laura Samper G. Art Director: Angélica Ramos Cover/Back Cover Photographer: Tigre Escobar @ http://www.lamala-educacion.com/ Stylist: Marcela Acevedo @ Door Studios Paris Model: Mariya Vinogradova @ Karin Models Paris AdAge Adweek Bloomberg Business Insider CMO CNBC CSP Dazed Digital Digitalist Magazine eConsultancy eConsultancy Entrepreneur Euromonitor FCNews Fast Coexist Fast Company Forbes Fortune Fusion Harvard Business Review Huffington Post i-D iMedia Connection Marketing Magazine Mashable Mc Crindle Media Post Media Post NY Magazine New York Times North Eastern Edu. Nylon PBS Piper Jaffray Pitchfork Power Reviews Refuel Agency Ryan Jenkins Sales Force Social Media Week Teen Vogue The Drum The Financial Brand The Futures Company The Guardian The Sound Research The Street The Wrap Time Vice Vision Critical Vogue Vox Burner WWD Wall Street Journal Washington Post Who What Wear Wired Sources
- 3. 3 Why Generation Z? On ‘10T415’ (10/2014) we released a trend called ‘Millen- nial ≠ Teen’ http://www.bautista.global/getahead.html where we basically suggested that in a world where Millen- nials consolidate themselves in the adult period (with work, contractual and parenthood responsibilities) the search for the new cultural group that marks the years of youth will be very relevant in the near future in a global scale. It will be important to understand the way this new period of interconnectivity, new mentalities and emergent con- sumption habits mark a group, that according to various experts, will have strong differences with the new millen- nial adult. Thank you for your time and feedback The -BAUTISTA- Team Brief In order to encourage forward thinking and analysis of the different options and opportunities the future brings, -BAUTISTA- presents every season a free content in which we apply global knowledge that the company has in futures, scenarios , trends and forecasting to a specific topic of high relevance for different stakeholders of mar- keting, innovation , strategic planning , creativity , among others. Each edition presents an editorial process that seeks to transmit the Avant-garde spirit the understanding of Fu- tures Studies offers and the implications that each main topic will present in the near future. For the pilot edition (winter 2016 ) it was selected the understanding of the present and future of the so-called ‘ Generation Z’ will be.
- 4. 4 Authentically Global Gen Z -born after half of the 1990s–and next genera- tion or what experts already call generation alpha, will be mainly multicultural, which make them even more diverse than Millennials. This means cultural dynamics, workforce conditions/interactions and skills will be high- ly influenced and changed. Only in America, by 2020 40% of the population will be racial minorities, and more than half of the population under 18 will be racial minorities. (FC, 2015) PATTERNS Edgy Activists Their trade characteristics are given by their environment conditions: since they were born they have had access to global information, which made them aware of social and cultural problems. So they are sensitive and have adopted an active role in reality and in the creation of possible so- lutions. 60% want their jobs to impact the world, 26% of 16 to 19 year-olds currently volunteer, and 76% are con- cerned about humanity’s impact on the planet. (CMO, 2015) GenZ’s long-term things in common Scream Queens. Photo: 20th Century Fox
- 5. 5 Relationship Status: Makeover Gen Z is oriented to video and image content apps. Far from Millennials who once put Facebook and Twitter as number 1 social media channels for sharing their pri- vacy, Gen Z is using it in a holistic approach. They are more private since they are aware of the implications re- lated to the digital footprint, so they avoid overexposure. Gen Z is changing the way social media affects their personal lives and interactions by relating to it mainly for entertainment and practical tasks. Teens use Ins- tagram (47%), Kik (44%) and Snapchat (36%), while a quarter of 13 to 17 year-olds already left Facebook. (MSB, 2015) Gen z prefers to spend time in games (72%) and music (57%) apps, such as Shazam and SoundHound. They prefer tablets and game consoles over laptops and even mobile phones. (Media Post, 2016) When applying to colleges, 60% of iGens feel comfortable contacting schools through social media. (HBR, 2015) Full-Time Innovators The digital nature of this generation has made them great researchers. Curiosity appears to be one of their main trades, since they can satisfy their data cravings and find answers easily. This has been recently expressed in two ways: first, Gen Z is education oriented. They use online and social platforms for self-teaching. Second, for get- ting their way into the workforce, a theme that for most represent a challenge for Gen Z but it’s actually one of their most important advantages, since they are discovering new skills that will cre- ate several approaches for analyzing and resolving different scenarios. 33% watch lessons online, 20% read textbooks on tablets, and 32% work with classmates online, 35% of Gen Z students currently own their own business or plan on having one in the future (Barnes & Noble, 2016). They are entrepreneurs and prefer non-traditional workspaces, 76% hope turning their hobbies into their actual career. (CMO, 2015) Brian Wong co-founded Kiip, a mobile app rewards platform.
- 6. 6 GenZwillchangethedemands and requirements of employ- ers by allowing new skills take place for innovating and solv- ing traditional problems. Gen Z is not about heroes. They are their own role models and look for becoming better for their own benefit, which also includes others’ well-being. Source. Vision Critical, 2015. Source: Barnes & Noble, 2016.
- 7. 7 Cross-Cultural Youth Gen Z is more prone to enjoy diversity and alter- nativeness in an inviting and inclusive way. Being popular is as relevant as being unique, which can be found by sharing and working with others. This collaborative behavior is global by heart and it is used to create more alternatives, than that of Mil- lennials who use it to accomplish new experienc- es. Gen Z are cultural game-changers, which gives them more confidence and self-assurance. They are already redefining themes like sexuality, gen- der and equal rights. 94% said on a survey ‘be- ing true to myself is important’. (Wildness, 2015) Half of young people in the UK don’t identify as straight. (Stylus, 2016) and more than 70% of iGens is decisively in favor of same-sex marriage. (NE, 2015) Me: The Next Big Thing Gen Z is not expecting the next big Internet event because they create it by using the latest apps, which allow them to intervene the final content. They develop an online persona -through privacy and anonymity- that expresses in real time and shareshisvisionoflifethroughpersonal(notin- timate) stories. They are curators of themselves but also great editors, since they want to build their worlds piece by piece. In consumption terms, this is why they prefer products instead of brands and use digital channels to communi- cate through reviews, the new ‘word of mouth’. Consumers 19 and younger prefer new social networks like Secret and Whisper. (Adweek, 2014) 80% of Gen Z say finding themselves creatively is important. Over 25% post original video on a weekly ba- sis, while 65% enjoy creating and sharing content on social media. (Wildness, 2015) 60% want customized products and al- most a third want to be part of the crea- tion process. (DM, 2016) One Direction. Photo: Jay L. Clendenin, Gettyimages.
- 8. 8 My Pocket, My Way Millennials want to spend their earnings in experiences, while Gen Z prefer things. They are aware of spending habits as a result of 2008 recession, so they choose according to their inner beliefs and mo- tivations like scarcity awareness, diversity and inclusion. So they don’t visit big re- tailers or malls because they’re too gener- ic. They are becoming more aware of their financial capacities, which gives them a new sense of freedom and the power to influence purchase decisions. “Gen- eration Z cares about owning. “This generation is in to stuff,” said Keith Niedermeier, director of Wharton’s Source. Adweek, 2015. They use on average more than 3 screens at once. Their shopping habits happen mostly online for learning about products and brands, although they still go in- store. (CMO, 2015) Google? Gen Z might be the new searching engine itself. undergraduate marketing program”. (BI, 2015) Teens directly command $75 billion of discretionary spending (Piper Jaffray, 2015) and 74% thinks debit card is ‘essential’ to their finan- cial habits (TS, 2015). 32% of moms feel their Gen Z children are influen- tial when purchasing home furnish- ings. (FCNEWS, 2016) By 2018, Gen Z spending will reach $200 billion. (UFA, 2015)
- 9. 9 Maturity On The Go Gen Z is known for being more conserva- tive and emotionally sober than Millen- nials. This is given by their environment, being raised by Gen X (mostly) and hav- ing access to universal and present his- tory. Spoiled kids? No time for that. New teens acknowledge their place in society and have a great capacity for analysis and learning: “They have an emotional intel- ligence that is off the scale compared to any of the other generations. They don’t just see the dots, they see the white space between the dots. From them, we could see a global leader – perhaps a Mahat- ma Gandhi for the planet – that builds on peace.” (Dazed Digital, 2016) In the workplace, 38% of Gen Z value their boss/recruiter’s honesty and integ- rity. (RH, 2015) The New Wealthy Wealth is being redefined by Gen Z. Since they value money and ownership, wealth is seen as a form of personal rather than social status. Luxury is not found in su- per expensive items but things that show their hard work and perseverance, a way of showing their unique capacities to be successful. 45% of teens consider be- ing well dressed is synonymous with being successful and 32% also con- sider a nice car as a symbol of suc- cess. (Marketing Magazine, 2015) My Family, My Refuge Narratives are still important as they are for Millennials (67% of Gen Z prefers narratives and storytelling), only Gen Z takes them to a new level. This is applica- ble not only for content consumption but the actual design of their lives. The traditional structures of family, education and religion are changing. Gen Z does not necessarily go to college then get married and have kids but they stick to their core values and hold dearly family relationships. 90% strongly agree that marriage and family play a vital role in society. For them, family should be a place of safety, commit- ment, nurturing and fun, regardless of its compo- sition. (MC, 2015) 78% of Gen Z believes in God although only 41% attend a weekly service and a little 8% consider religious leaders to be their foremost roles models. (NEE, 2014). Jack Andraka created a pancreas cancer test (Ethan Hill/Redux)
- 10. 10 • By 2025, they will be the most im- portant group among adult popula- tion. • Millennials will be represent 75% of global workforce. In this way, they will dominate workplaces and cor- porative culture. (Bloomberg) • More than half of Millennials will be parents in the United States and will implement a model base on negotia- tion, resources and Google. (Time) • Half of global workforce will be free- lance, in the case of Millennials they will represent two thirds. (Time) • Millennials will accomplish the transformation of the work environ- ment from collaborative processes and a lack of interest in participating in it. (Bloomberg) HAVEINMIND • This has caused that for different ex- perts what is defined as MILLENNI- AL goes beyond the generation group and becomes a FORMAT (of creation and production). Millennials = Teens/
- 11. 11 In Summary… • More divergent. • Focus on transparency. • Takes vintage elements of all times (including the 00’s) MILLENNIAL celebrates AUTHENTICITY (what really is or what it is said to be) Generation Z celebrates ALTERNATIVE (that opposes what is established and presents itself as a different option) So today Millennial Culture is... More Mainstream. Inspired by what is “vintage” to this generation (1975 - 1995) Adult-Oriented.
- 12. 12 The difference be- tween “coming out” and deciding gender… Desexualization marks one of the main differ- ences between Gen Z and the rest of the population. Kylie and Caitlyn Jenner. Glamour Magazine.
- 13. 13 MILLENNIAL vs GENERATION Z They are seeking to extend their youth to develop and explore their personality. They think they can’t have the luxury of living an extended youth. Selfish Collaborative Idealistic Realistic They aspire to reach maturity at the right time. They experiment growth and reason- ing faster. They were promised Baby Boom- ers’ world. They understand that they will live in a chaotic world. High skepticism. Passion and work. They refuse to not doing what they love. Responsability and efficiency. It does not matter the work but time’s quality. They feel that the world owes them something. They expect too much. They are not waiting for others and avoid procrastination. Their life is defined by tech. First generation of the digital revolution. They don’t try to be defined by tech because it is part of their existence. Narcissistic. Need for self-esteem under pressure. Privacy. The need to find self-approv- al. They want to help without sacrific- ing their comfort zone. Supporting others defines them. Obsession with independent prod- ucts. Obsession with clean products. They feel they are perfectionists. The importance of mistakes and its relationship with what is unique. Conformist Reformist Raised by optimistic Boomers. Raised –mainly- under Gen X nihil- ism. Conventional education model. Progressive education models. THE CHART
- 14. 14 1. Jaden Smith + Louis Vuitton Actor and model Jaden Smith (17), GenZ icon appeared wearing a skirt for Louis Vuitton SS16 ad on January 2016. Gen- der identities are being re-configured by today’s teens. http://us.louisvuitton.com/eng-us/stories/ss16-se- ries-4-campaign#/home 2. Snickers campaign, aired in Jan 2016, celebrates taking life as it comes and act spontaneously. In one word, be- ing pragmatic. One of Gen Z’s main char- acteristics. https://www.youtube.com/watch?v=ldqhTv01t8w 16THINGSTOWATCH 1 2 3 4 3. Truth – “Left Swipe Dat” Based on how dating apps work –by choosing among many options- Truth wants to end teens cigarettes consump- tion by connecting to them in a familiar language: dating apps and pop music art- ists like Becky G. https://www.youtube.com/ watch?v=XPS9Op5dhCw 4. “AMERICAN GIRLS” The book by Author Nancy Jo Sales ex- plores the relationship between today’s teens hypersexualisation and overex- posure in social media and anonymous apps. This is part of the discussion about teens and tweens digital media consump- tion habits. http://time.com/americangirls/
- 15. 15 5. THE FAT JEWISH Named by Time Magazine as one of the 30 most influential people on the internet in 2015. His audience is mainly teens. For him, Memes culture is what connect us. (The Guardian, 2015) https://www.youtube.com/watch?v=pgmsuLtRp8Q 6. AXE – Find Your Magic After going ‘macho’ style, Axe is now tar- geting all personality types in a inclusive way for reaching teens iconography and variety of styles.. https://www.youtube.com/watch?time_ continue=51&v=WzTSE6kcLwY 7. Singer Ariana Grande, besides be- ing one of GenZ’s pop icons is also a gen- der activist who just recently launched FRANKIE, a ‘non-gender exclusive’ fra- grance. http://fusion.net/story/258154/ariana-grande-fra- grance-frankie-gender/ 8. Lucky Blue Smith the 17-year-old male model who could be the poster child for the Generation Z look. (NYT, 2015) https://www.youtube.com/watch?v=MXPa_- UQsq4 9. ‘Be who you are’ philosophy: Miley Cyrus on Instagram. Teens look and feel in the app is playful, ed- ited with added visual and colorful content. Posted on January 31, 2016 www.instagram.com/mileycyrus 10. Wishbone app allows teens to choose from two options and share their results with friends. A great example of GenZ love for curating content. getwishboneapp.com/ 5 6 7 8 9 10
- 16. 16 11. British Army new campaign uses reverse psy- chology to attract recruits from Generation Z. (CL, 2016) The campaign wants to connect with teens’ altru- istic character and will to change today’s social issues. www.karmarama.com/case-studies/dont-join-the-army/ 12. GE – ZAZZIE’S GE is launched a TV campaign on late-night comedy shows, designed to recruit young professionals and position itself as a digital industrial company. (AdAge, 2015) www.youtube.com/watch?v=OpDIEJrog3s 13. Teens not only follow celebri- ties but also social media stars, like Mu- sician and Vine success Shawn Mendes. He became popular thanks to doing pop songs covers on the app. https://vine.co/u/937830842749816832 11 12 13
- 17. 17 14. In the U.S. Presidential elec- tions of 2016, Candidate Bernie Sanders is gradually winning the youth vote. He has captured 68% of Democratic voters under 24 years old while Hilary Clinton has only the 26%, thanks to his approach to student debt levels. (TV, 2016) http://www.teenvogue.com/story/bernie-sanders- young-voters 15. Shop Jeen is one of teens’ favorite brands for clothing and accessories. The look-and-feel puts together 90’s nostalgia, gifs and bright colors/lights. www.instagram.com/shopjeen/?hl=es 16. Kylie Jenner (with sister Kendall) have become one of GenZ social media and fashion icons/references. Both, as well as other celebrities like Bella Had- id. Both sisters have been nominated by Time Magazine as most influential teens in the world for the past 2 years. www.kendallandkylie.com/ 14 15 16
- 18. 18 A Fresh Perspective on Social Media Relationships Since they are the generation who under- stand better the rhythm between digital / non-digital life, they will make brands and marketers to be present in both sides, maintaining the same speech and lan- guage. The discussion about the relation- ship with the digital life is becoming im- portant again, and Gen Z will let us know what the conversation will be about. A return to social dynamics outside social media? Maybe: 88% take digital breaks and 54% detox from their daily digital grind preferring real-life experiences. (The Drum, 2015) FORECAST What will be the impact of Gen Z in the future? The Intimate Role of Brands All Gen Z desires most is new knowledge, so they’re naturally good at learning. Brands will begin to be present in teens’ life, not only in a marketing type of inter- action, but as providers of such data. 8 in 10 teens say that they want their favorite brands to help get them gain new skills. (DD, 2015) The Evolution of Ad Formats Gen Z won’t engage with long, compli- cated narratives, so probably tv ads will become more like a 5 to 10 second vine video that is online only for three days and it offers a particular content. Snap- chat narrative style, especially in a world where multiple platforms and formats will diversify information. New Skills: Future Statisticians In general, the growth of services offer related to the analysis of Gen Zs reac- tions to global events in real-time. Since there will be a demand for fresh, on-the-
- 19. 19 go advertising there will also be as much as specialized entrepreneurs (included iGens and Millennials) for covering all types of challenges ahead. Gen Zers will be a niche generation that will demand individualized content: iGens want brands to be aware of them as individuals rather than a name or number on a list. (HBR, 2015) The Transformation of TV Gen Z don’t watch TV in the traditional way. For this reason, cable business mod- el will change when streaming services keep growing in teens’ consumption hab- its: Streamed TV is teens’ favorite type of content with a 53% of preference. (PWC, 2015) Netflix is their 4th favorite brand (see image). 3Dimensional Consumption Gen Z will grow with the development of the 4TH technology revolution. 3D printing, IOT and wearables will be teens’ references to build their own products and even businesses. The meaning of authentic will change into what is self- made. New personal skills will be discov- ered, which will change the production chain towards a consumer-in process: 3D Printing market globally will grow from $2.3B in 2013 to $8.6B in 2020. (Forbes, 2015) A Personal Approach to Education Education will be focus on individual skills thanks to the success of MOOCs and digital self-learning: in 2015, the US Government boosted vocational educa- tion funding to $1.1 billion. (Time, 2015) Source, Refuel Agency, 2016. The Creation of Pop (Meme) Culture This collage of images and references taken from both the past and the present will create a break from tradi- tional narratives and build a global identity through the individual. 62% of iGens post original videos to social media at least once a week. (Wildness, 2015) After Gen Z, Gen Alpha Gen Z is just a glimpse of what is ahead for planet earth. A new whole generation of hyper connected beings that will grow with already changed dynamics and narratives: 2.5 million Alphas are born around the globe every week. (BI, 2016) Teens’ Social Digital Print Expect more virtual activism as part of Gen Z digital print: 60% participates in online/offline events to fight racial discrimination. (Brand E, 2015) Flickr/Paul Mayne
- 20. 20 How this new generation will trigger Implications and Opportunities Companies will need to spend more to create videos and other content that provides useful information, entertains, and other- wise impresses them enough that they share with families, friends, and followers. Remember they’ve got food on their top of mind and a big con- sciousness in the direct relation- ship between food, health and well- ness. A new way of perceiving food as an investment to avoid diseases, gain energy or just to feel better. GETAHEAD Find a “cause” it’s important to make a difference. Diversity and equality are encouraged and un- derstands people who are different in terms of race, religion, sexual- ity and emerging an Anti-bullying crusade. Be transparent, honest and cre- ate value: Brands need to launch innovative platforms that add value to Gen Z’s lives. This should be related to be socially conscious, ethical, sustainable and genuinely doing well.
- 21. 21 Mobile mindset and technology at their fingertips: • Online reviews for everything – from restaurants, to apps, to places to go, shop and where to go on vacation, etc. • Advantage in online business inter- action (ecommerce, Brand games, content, etc.) • Multitasking activities and way of interacting in different platforms. Nine seconds rule: all the videos and content will be approved or banned in this time. Media, marketing, advertisement, etc will have to improve the storytelling to engage where something more interesting is just a click away, Be Transgressive… While creating products, content, etc for them, remember they have no language frontier, no bounda- ries of time zones or geography and there are no limitations on fact or fiction. This generation is highly influenced by sharing economy and crowdfunding business models, and as a way of life. Hav- ing access rather than ownership Incorporate Real Time Marketing: when producing campaigns, products or content for Gen Z, make a constant review of the environment, fears, tensions and the immediate costumer feedback. Planning, development and implementation will hap- pen simultaneously and in less time. High influenced by the next IoT … Hologram, artificial intelligence and aug- mented reality experiences will be adopted very quick by this generation on the up- coming years.
- 23. 23 2016 Bautista Global Group Inc