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GENERATION Z
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
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
Source: M1 Panel 2017-18 Benchmark
17% OF GEN Z IDENTIFIES AS LGBTQ+ (i165),
WHILE 12% OF MILLENNIALS IDENTIFY AS LGBTQ+ (i116)
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
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
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
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
THE FIRST GENERATION IS
INCAPABLE OF REMEMBERING THE
WORLD WITHOUT INTERNET
Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018
45%
OF TEENS SAY THEY ARE ONLINE
ON A NEAR-CONSTANT BASIS
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…
Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018
32%
Visit Most Often
35% 15%
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.
GENERATION Z
CARAT USA
150 East 42nd Street
New York, NY 10017
CaratUSMarketing@carat.com

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Carat USA: The Coming of Gen Z, June 2018

  • 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. 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. Source: M1 Panel 2017-18 Benchmark 17% OF GEN Z IDENTIFIES AS LGBTQ+ (i165), WHILE 12% OF MILLENNIALS IDENTIFY AS LGBTQ+ (i116)
  • 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. 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. 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. 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. THE FIRST GENERATION IS INCAPABLE OF REMEMBERING THE WORLD WITHOUT INTERNET
  • 10. Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018 45% OF TEENS SAY THEY ARE ONLINE ON A NEAR-CONSTANT BASIS
  • 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. Source: Pew Research, “Teens, Social Media & Technology 2018” May 2018 32% Visit Most Often 35% 15%
  • 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. GENERATION Z CARAT USA 150 East 42nd Street New York, NY 10017 CaratUSMarketing@carat.com