Gen Z Presentation – The American Marketing Association 2017 Dixie Kachiros

1. Goodbye Millennials, Hello Gen Z

2. Generations At A Glance

3. Millennials Are So Yesterday…

4. “Do you agree or disagree with each of the following statements?” [Agree]
Base: 3,001 internet users aged 18+ [209 iGeneration]
Source: Lightspeed GMI/Mintel
53%
of Americans are
sick of hearing
about Millennials
And frankly, everyone is tired of hearing about them...

5. So Why Are Marketers Not
Focusing on Gen Z?

6. REALITY
Gen Z ARE ALMOST ADULTS
AGE: 0-19
Source: TFC, 2016
MYTH
Gen Z ARE TOO YOUNG TO WORRY ABOUT

7. MYTH REALITY
Gen Z AREN’T GOING TO BE AS LARGE AS
MILLENNIALS
Gen Z ARE THE SAME SIZE AS MILLENNIALS
Source: TFC, 2016

8. THE GEN Z REALITY
2 Billion Globally
25% Of Current US Population
Soon to be the first Majority
Non-White US Generation
40% Of US Consumers By 2020
Spend $44 Billion Annually
Influence $600 Billion
Annual Family Spend…
Source: Sparks & Honey, 2015; Forbes, 2015; TFC, 2016; Mintel, 2015; Warc, 2016.

9. SO WHO IS GEN Z?

10. Forget all about cliques and tribes. Old labels no longer stick. A jock can
be a nerd. A prom queen can be a gamer. Celebrities and bloggers
don’t define us. We define ourselves. Get to know us.
– Gen Z Source: Think Now Research, 2016

11. OPENNESS RESILIENCE REALISM
OF Gen Z WOULD PREFER TO LIVE IN A
SOCIETY WHERE PEOPLE ACCEPT
DIFFERENT BELIEFS AND VALUES
OF Gen Z AGREE THAT THEY ENJOY AND
CELEBRATE LIFE DESPITE ITS MANY
OBSTACLES AND CHALLENGES
OF Gen Z AGREE THAT IT’S REALLY
HARD TO GET AHEAD IN LIFE
WITHOUT A COLLEGE DEGREE
GEN Z CORE VALUES
Source: TFC, 2015

12. OPENNESS
Gen Z live by the motto “You do you.” They give themselves and others permission to be
different, and they express those differences how they see fit.
I would prefer to live in a society where
people accept different beliefs and values
(versus: a society where everyone
believes and values the same things)
(among 12- to 17-year-olds;
2015 TRU Youth MONITOR)
87%
Source: TFC, 2015
28%
Agree: It’s OK to make fun of a
guy for doing things that girls
usually do
(Gen Z)
24%
Agree: It’s OK to make fun of a girl
for doing things that guys usually
do
(Gen Z)

13. Acultural
Mono Cultural
Culturally Blended
Polycultural
85% of Gen Z consider
themselves culturally
blended or polycultural,
ONLY 3% consider
themselves mono cultural
Source: TFC, 2016
OPENNESS

14. When it comes to culture, Gen Z considers
same-sex marriage a done deal, a black
American President reality, and working
mothers normal. Its members have grown up
in the most diverse classrooms in history –
learning beside fellow Gen Zers of diverse races
and religions, and those who face challenges
ranging from dyslexia to autism.
Generation Z has a real affinity for these issues.
OPENNESS
Source: JWT, 2015

15. Gen Z are far more open-minded and
permissive than their older millennial
counterparts when it comes to issues of
gender and sexuality.
81% agree that gender doesn’t define a
person as much as it used to and 56% know
someone who goes by gender neutral
pronouns such as “they,” “them,” or “ze,”
compared to 43% of Millennials.
Source: JWT, 2015
82%
of Gen Z
don’t care about
sexual orientation
OPENNESS

16. Key Takeaway: Open your doors
Brands that emphasize their more welcome, open
and inclusive sides will be the ones that are most
likely to win over with this generation.

17. In 2015, one of the most
gender-specific toys, Barbie,
launched a campaign featuring
a boy for the first time.
Source: Mintel, 2016

18. Clean and Clear’s campaign
normalizes transgender values in
its YouTube series by featuring
14-year-old transgender
advocate, Jazz Jennings.
#SeeTheRealMe is about “girls
having the courage to show who
they really are, and what makes
them unique.”
Source: Mintel, 2016
#SeeTheRealMe

19. OPENNESS: #MyBeautyMySay Campaign
"too pretty to fight”

20. #LikeAGirl
In 2016 Always released another #LikeAGirl video, this time
campaigning for more gender diversity within the Emoji keyboard.

21. RESILIENCE
Coming of age during challenging times has taught Gen Z that hard work and grit are keys to
success in today’s world. Gen Z know they will face roadblocks, but embrace the resilience
necessary to overcome them. And in a generational about-face, grit is to the parents and teachers
of Gen Z what self-esteem was to those of Millennials. 83% Want to be seen as someone who
bounces back from adversity well.
I enjoy and celebrate life despite its
many obstacles and challenges
(Gen Z)
88%
Source: TFC, 2015

22. THEN
Protected, coddled and spoiled …
and Millennial teens and 20-somethings
expect the same from products and
brands.”
- TRU STUDY, 2007
NOW
Independence rules … Gen Z are
exhibiting responsibility, resilience and
expertise at an early age, and expect
brands to acknowledge it.”
- TRU Youth MONITOR,
2016
“
22
“
RESILIENCE: NO MORE “BABIED BOOM”

23. RESILIENCE: NEAT VS. NUANCED
Millennial Disney Princesses Gen Z Disney Princesses
Source: TFC, 2015

24. SHAKE IT OFF AND MOVE
ON WITH LIFE WHEN
SOMETHING BAD HAPPENS
57%
Source: TFC, 2016
RESILIENCE: NO MORE “BABIED BOOM”

25. 20%
58%TELL ME TO TRY HARDER
NEXT TIME
WHEN I MESS UP, MY PARENTS …
FIX IT FOR ME
21%TELL ME IT’S NOT
MY FAULT
Source: TFC, 2016
RESILIENCE: NO MORE “BABIED BOOM”

26. “If our kids have graduated from here with nothing
but success, then we have failed them, because
they haven't learned how to respond to frustration
and failure.”
Tom Hoerr
New City School, St. Louis
Author of Fostering Grit
Source: TFC, 2016
RESILIENCE: NO MORE “BABIED BOOM”

27. Key Takeaway: Celebrate True Grit
Since failure is a part of life, and your brand wants to be a part of
Gen Z’s world, then it needs to include realistic portrayals of success.
Source: TFC, 2016

28. UNDER ARMOUR’S
“I WILL WHAT I WANT” CAMPAIGN
HIGHLIGHTS SUCCESSES AFTER
SETBACKS
Source: TFC, 2016

29. REALISM
Well acquainted with limits and constraints, Gen Z have grounded, realistic expectations
for themselves—and for the way the world works.
Source: TFC, 2015
Generation Z is more realistic than
previous generations. They witnessed
the Iraq war, Afghanistan war, and the
Great Recession. Watching their parents
lose their jobs due to the Recession, they
realize that success is not something to
be taken for granted and changing the
world depends on them, which is why
“60% want to have an impact on the
world with their jobs, compared to 39%
of Millennials,” according to Time
Magazine.

30. Parented by
Matures
Parented by
Boomers
Parented by
Xers
Gen Z
REALISTS
Millennials
OPTIMISTS
Xers
CYNICS
REALISM

31. “If Hannah Horvath from ‘Girls’ is the typical
Millennial—self-involved, dependent, flailing
financially in the real world as her expectations
of a dream job and life collide with reality—then
Alex Dunphy from ‘Modern Family’ represents
the [Gen Z] antidote. Alex is a true [realist and
Gen Zer]: conscientious, hard-working,
somewhat anxious and mindful of the future.”
— Lucie Greene, Worldwide Director,
Innovation Group at JWT (The New York Times)
REALISM

32. Blockbusters like The Hunger Games
and Divergent have defined their
childhood. Life for them has always
been a 24/7 hybrid social media reality
show. As a result they have consciously
or unconsciously developed “adaptive
survival strategies” for navigating their
always connected world. They seek the
authentic and are grounded in realism.
Source: Immersive, 2016
REALISM

33. Gen Zers are the least likely to believe
there is such a thing as the "American
Dream." They look for products and
messaging that reflect a reality rather than
a perfect life – an important distinction for
struggling retailers like Abercrombie &
Fitch who still market their products by
projecting a flawless, carefree, perfect
world. Gen Zers simply don't respond to
traditional notions of beauty or a
projected image of perfection like past
generations have. Source: Advertising Age, 2015
REALISM

34. They don’t want perfection, they revere average people
and don’t want brands that promise perfection.

35. Key Takeaway: Keep it Real
Gen Z isn’t interested in anything
formal or scripted. They want to see
products from real people. They
want to know the creators, writers
and inventors because they respect
what those people have to say, and
enjoy the behind-the-scenes view —
even if it’s not perfect.

36. Keeping it real – Clearasil: “We know acne, we don't know teens.”

37. Rea
Source: TFC, 2015

38. Key Takeaways
Open Your Doors
Celebrate True Grit
Keep It Real

39. Q&A

40. Thank You!