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Generation Z

Generation Z, born after 1995, is the most diverse U.S. generation, characterized by a heavy reliance on digital devices and an 8-second attention span. They exhibit entrepreneurial tendencies, with many wanting to turn hobbies into jobs, while also being socially conscious and concerned about debt, especially related to college. Brands targeting this demographic must engage Gen Z in the creation process, as they prefer authenticity and personalization in their purchasing decisions.

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GENERATION Z
THE STATS
Born after 1995
1/4 of the U.S. population
Most diverse and multicultural of any generation

THEY DON’T KNOW THE WORLD WITHOUT THE INTERNET
Spend more than 41% of time outside of school with digital devices
(compared to 22% 10 years ago)
Average American’s attention span is 8 seconds
(down from 12 seconds in 2000)
DIGITAL NATIVES

SOCIAL MAVENS
LIVE ONLINE, BUT KNOW THE LIMITS
#1 #2 #3
25% quit Facebook in 2014
Only 15% say they would prefer to interact with
friends online rather than in person
61% know someone who has been cyberbullied or stalked online

THE REAL CELEBS
Bethany Mota Cameron Dallas Nash Grier

RECESSION SURVIVORS
SAW PARENTS AND OLDER SIBLINGS STRUGGLE
Over 60% worried about getting a job and having enough money
More likely than general public to believe college is
“very or extremely important” to achieving career goals
But, afraid of debt, especially from college:
• 1/4 don’t think they can handle any debt at all
• 44% think they could only handle $100 per month

ENTREPRENEURS
DON’T KNOW HOW TO DO SOMETHING? YOUTUBE IT.
76% want to make their hobby their job
4 in 10 believe they’ll work for themselves
(more than 4x higher than actual)
63% believe entrepreneurship should be taught in college

LIBERAL IDEALISTS
BELIEVE THEY CAN CHANGE THE WORLD
60% want to have an impact on the world
(vs. 39% of Millennials)
Major concern is the environment
25% volunteer
The majority believe everyone should have:
• right to marry
• right to citizenship
• free healthcare

“When the whole world is
silent, even one voice
becomes powerful.”

“I challenge you,
the next time you
observe a problem,
YOU fix it. Don’t
wait for someone
else to fix it. ”

“If a 15-year-old, who didn’t
even know he had a
pancreas at the beginning of
this project, could find a
new way to detect
pancreatic cancer, just
imagine what you can do.”

“When talking about
environmental issues in
general, a common
response is, ‘Well, that’s
a long way off, that’s for
our children to worry
about.’ Hello, here I am.”

HEALTHY EATERS
PREFER HOME-COOKED VS. READY-TO-EAT
41% willing to pay a premium for “healthier” products
(vs. 32% of Millennials and 21% of Boomers)
Foods expected to increase most in next 5 years:

DISCERNING SHOPPERS
MALLRATS IS SO 1995
Teen allowances add up to $44 billion per year
38% make most of their purchases online
Price- and value-conscious:
• Over half self-identify as deal hunters
• 57% say they research products more than the used to
Like to co-create, invent their own style, express individuality:
• 63% would like to have products no one else owns

SOUR PATCH KIDS
VALENTINE’S DAY FAN FICTION

MARRIOTT
TAPPING SOCIAL MEDIA INFLUENCERS

SO WHAT?
BRANDS AND MARKETERS DON’T HAVE TIME TO GET BEHIND
Gen Z is already making their own money
and purchasing decisions.
They’re not going to wait for anyone to create
what they want and need.
And they won’t blindly accept what is created for them.
Brands need to bring Gen Z into the process and
do it their way, in both their real and digital worlds.

Generation Z

1.
TODAY IS BROUGHTTO YOU BY…
3.
GENERATION Z THE STATS Bornafter 1995 1/4 of the U.S. population Most diverse and multicultural of any generation
4.
THEY DON’T KNOWTHE WORLD WITHOUT THE INTERNET Spend more than 41% of time outside of school with digital devices (compared to 22% 10 years ago) Average American’s attention span is 8 seconds (down from 12 seconds in 2000) DIGITAL NATIVES
5.
SOCIAL MAVENS LIVE ONLINE,BUT KNOW THE LIMITS #1 #2 #3 25% quit Facebook in 2014 Only 15% say they would prefer to interact with friends online rather than in person 61% know someone who has been cyberbullied or stalked online
6.
THE REAL CELEBS BethanyMota Cameron Dallas Nash Grier
7.
RECESSION SURVIVORS SAW PARENTSAND OLDER SIBLINGS STRUGGLE Over 60% worried about getting a job and having enough money More likely than general public to believe college is “very or extremely important” to achieving career goals But, afraid of debt, especially from college: • 1/4 don’t think they can handle any debt at all • 44% think they could only handle $100 per month
8.
ENTREPRENEURS DON’T KNOW HOWTO DO SOMETHING? YOUTUBE IT. 76% want to make their hobby their job 4 in 10 believe they’ll work for themselves (more than 4x higher than actual) 63% believe entrepreneurship should be taught in college
13.
LIBERAL IDEALISTS BELIEVE THEYCAN CHANGE THE WORLD 60% want to have an impact on the world (vs. 39% of Millennials) Major concern is the environment 25% volunteer The majority believe everyone should have: • right to marry • right to citizenship • free healthcare
14.
“When the wholeworld is silent, even one voice becomes powerful.”
15.
“I challenge you, thenext time you observe a problem, YOU fix it. Don’t wait for someone else to fix it. ”
16.
“If a 15-year-old,who didn’t even know he had a pancreas at the beginning of this project, could find a new way to detect pancreatic cancer, just imagine what you can do.”
17.
“When talking about environmentalissues in general, a common response is, ‘Well, that’s a long way off, that’s for our children to worry about.’ Hello, here I am.”
18.
HEALTHY EATERS PREFER HOME-COOKEDVS. READY-TO-EAT 41% willing to pay a premium for “healthier” products (vs. 32% of Millennials and 21% of Boomers) Foods expected to increase most in next 5 years:
19.
DISCERNING SHOPPERS MALLRATS ISSO 1995 Teen allowances add up to $44 billion per year 38% make most of their purchases online Price- and value-conscious: • Over half self-identify as deal hunters • 57% say they research products more than the used to Like to co-create, invent their own style, express individuality: • 63% would like to have products no one else owns
20.
FAVORITE BRANDS
21.
BEATS BY DRE SHOWYOUR COLOR CAMPAIGN
22.
SOUR PATCH KIDS VALENTINE’SDAY FAN FICTION
23.
MARRIOTT TAPPING SOCIAL MEDIAINFLUENCERS
24.
AT&T SNAPPERHERO
25.
GENERAL ELECTRIC THEY AREALL OVER THIS
26.
SO WHAT? BRANDS ANDMARKETERS DON’T HAVE TIME TO GET BEHIND Gen Z is already making their own money and purchasing decisions. They’re not going to wait for anyone to create what they want and need. And they won’t blindly accept what is created for them. Brands need to bring Gen Z into the process and do it their way, in both their real and digital worlds.

Editor's Notes

#3 Style, poise, maturity, independence Play around with their look Truly accepting / encouraging of differences, not just tolerant
#4 20 and under Mostly born to Gen X parents – not “helicopter parents” like Baby Boomers were to Millennials, instilled caution, but still a confidence to embrace individuality Slightly larger than Millennial population by about 1% 55% Caucasian / 24% Hispanic / 14% African-American / 4% Asian 400% increase in interracial marriages in 30-year period 50% increase in multiracial youth in the U.S. since 2000 LEFT: Yoel Chac Bautista, 7, Castaic, California | Self-ID: black/Mexican/”Blaxican”| Census box checked: black. RIGHT: Tayden Burrell, 5, Sarasota, Florida | Self-ID: black and white/biracial | Census box checked: white/black Sources: Sparks & Honey, “Meet Generation Z: Forget Everything You Learned About Millennials” U.S. Census, “Two or more races population: 2010 Census Brief”
#5 Spend more than three hours a day using technology, not including for schoolwork. Skim rather than read Communicate in emojis rather than words 11% diagnosed with ADD vs. 7.8% in 2003 Multitask across at least five screens daily (vs. two for Millennials) 66% of 6-11 year olds say online gaming is main source of entertainment
#6 FOMO Concerned about privacy: will turn off geo-location like ephemeral / anonymous tools (Snapchat, Secret, Whisper) don’t want to be marketed to too invasively
#7 Bethany was an DWTS All have collection deals with Aeropostale, and boys are starring in a movie together
#8 LEAST LIKELY TO BELIEVE IN THE “AMERICAN DREAM” Live in multigenerational homes Stressed about the economy College important: 80% vs. 70% general public Only 52% believe online degrees will be as accepted as traditional degrees (vs. 67% of young professionals in 2012) Over 2/3 concerned about being able to afford college 2/3 think the cost of college is worth it
#9 Look for solutions on their own (YouTube) DIY, make and sell things on their own 26% of 14-24 year olds have sold something on a reseale website; 27% have sold items at a consignment store; 16% have sold something they made online Between half and 3/4 want to run their own start-up
#10 Moziah Bridges (Mo’s Bows): On Shark Tank, now has deal with Nieman Marcus & Cole Haan. Now creating an annual bow tie giving 100% of proceeds to help underprivileged kids go to summer camp. Megan Grassell (Yellowberry): Went with little sister to buy first bra, and didn’t like how racy they were (padded and push-up, etc.) Wanted to create line that would make young girls feel more comfortable and body-positive. Raised funding on Kickstarter. Brand stands for social movement to move away from being too sexualized too young. Noa Mintz (Nannies by Noa): Agencies didn’t understand what kids wanted in New York nannies / babysitters, the “vibe”. Started matching parents’ friends with caregivers and charging for each match. Turned it into a business with 150 sitters and nannies. Charges 15% of nanny’s initial gross salary. Just hired a 26-year-old CEO (who initially applied to be a nanny) when she couldn’t handle the biz hours and growth with school. Nick D’Aloisio (Summly): News summarization app sold to Yahoo for $30 million. Algorithm automatically collects & summarizes long-form text into short bites (more than a tweet, but less than a full article). Used internet to teach himself to program. Now working on Yahoo News Digest app and “pseudo-gamification of news” and News Digest for Apple Watch. Thinking about AI and the virtual brain.
#11 Moziah Bridges (Mo’s Bows): On Shark Tank, now has deal with Nieman Marcus & Cole Haan. Now creating an annual bow tie giving 100% of proceeds to help underprivileged kids go to summer camp. Megan Grassell (Yellowberry): Went with little sister to buy first bra, and didn’t like how racy they were (padded and push-up, etc.) Wanted to create line that would make young girls feel more comfortable and body-positive. Raised funding on Kickstarter. Brand stands for social movement to move away from being too sexualized too young. Noa Mintz (Nannies by Noa): Agencies didn’t understand what kids wanted in New York nannies / babysitters, the “vibe”. Started matching parents’ friends with caregivers and charging for each match. Turned it into a business with 150 sitters and nannies. Charges 15% of nanny’s initial gross salary. Just hired a 26-year-old CEO (who initially applied to be a nanny) when she couldn’t handle the biz hours and growth with school. Nick D’Aloisio (Summly): News summarization app sold to Yahoo for $30 million. Algorithm automatically collects & summarizes long-form text into short bites (more than a tweet, but less than a full article). Used internet to teach himself to program. Now working on Yahoo News Digest app and “pseudo-gamification of news” and News Digest for Apple Watch. Thinking about AI and the virtual brain.
#12 Moziah Bridges (Mo’s Bows): On Shark Tank, now has deal with Nieman Marcus & Cole Haan. Now creating an annual bow tie giving 100% of proceeds to help underprivileged kids go to summer camp. Megan Grassell (Yellowberry): Went with little sister to buy first bra, and didn’t like how racy they were (padded and push-up, etc.) Wanted to create line that would make young girls feel more comfortable and body-positive. Raised funding on Kickstarter. Brand stands for social movement to move away from being too sexualized too young. Noa Mintz (Nannies by Noa): Agencies didn’t understand what kids wanted in New York nannies / babysitters, the “vibe”. Started matching parents’ friends with caregivers and charging for each match. Turned it into a business with 150 sitters and nannies. Charges 15% of nanny’s initial gross salary. Just hired a 26-year-old CEO (who initially applied to be a nanny) when she couldn’t handle the biz hours and growth with school. Nick D’Aloisio (Summly): News summarization app sold to Yahoo for $30 million. Algorithm automatically collects & summarizes long-form text into short bites (more than a tweet, but less than a full article). Used internet to teach himself to program. Now working on Yahoo News Digest app and “pseudo-gamification of news” and News Digest for Apple Watch. Thinking about AI and the virtual brain.
#13 Moziah Bridges (Mo’s Bows): On Shark Tank, now has deal with Nieman Marcus & Cole Haan. Now creating an annual bow tie giving 100% of proceeds to help underprivileged kids go to summer camp. Megan Grassell (Yellowberry): Went with little sister to buy first bra, and didn’t like how racy they were (padded and push-up, etc.) Wanted to create line that would make young girls feel more comfortable and body-positive. Raised funding on Kickstarter. Brand stands for social movement to move away from being too sexualized too young. Noa Mintz (Nannies by Noa): Agencies didn’t understand what kids wanted in New York nannies / babysitters, the “vibe”. Started matching parents’ friends with caregivers and charging for each match. Turned it into a business with 150 sitters and nannies. Charges 15% of nanny’s initial gross salary. Just hired a 26-year-old CEO (who initially applied to be a nanny) when she couldn’t handle the biz hours and growth with school. Nick D’Aloisio (Summly): News summarization app sold to Yahoo for $30 million. Algorithm automatically collects & summarizes long-form text into short bites (more than a tweet, but less than a full article). Used internet to teach himself to program. Now working on Yahoo News Digest app and “pseudo-gamification of news” and News Digest for Apple Watch. Thinking about AI and the virtual brain.
#14 55% plan to live or study abroad 61% believe gap between rich and poor is harmful to their generation 3/4 believe everyone should have the right to marry Over half believe everyone should have right to citizenship 2/3 think healthcare should be free for all
#15 USED THE INTERNET TO DO THEIR RESEARCH AND FIND SOLUTIONS Malala Yousafzai: Pakistani activist for female education and the youngest-ever Nobel Prize laureate. She is known mainly for human rights advocacy for education and for women. Her family runs schools in her native province. She wrote a blog in 2009 when she was 12 under a pseudonym for BBC talking about life under the Taliban. Featured in NY Times documentary in 2010, started giving more interviews, nominated for International Children’s Prize by South African activist Desmond Tutu. Taliban attempted to assassinate her on the way to school in 2012. Ann Makosinski: Friend in Philippines was failing in school because didn’t have electricity and couldn’t study at night. Canadian winner of 2013 Google Science Fair designed “hollow flashlight” that transforms heat from your hand into energy (“thermoelectricity”). Jack Andraka: Family friend like an uncle died of pancreatic cancer. American inventor, scientist and cancer researcher. He is known for his work in developing a new, rapid, inexpensive, and patent pending method to detect an increase of a protein that indicates the presence of pancreatic, ovarian, and lung cancer during their early stages. Boyan Slat: Diver, saw more garbage than fish on vacation. Dutch inventor, environmentalist and aerospace engineering student who works on methods of clearing plastic waste from the oceans. He designed a passive system for concentrating and catching plastic debris driven by ocean currents.
#16 USED THE INTERNET TO DO THEIR RESEARCH AND FIND SOLUTIONS Malala Yousafzai: Pakistani activist for female education and the youngest-ever Nobel Prize laureate. She is known mainly for human rights advocacy for education and for women. Her family runs schools in her native province. She wrote a blog in 2009 when she was 12 under a pseudonym for BBC talking about life under the Taliban. Featured in NY Times documentary in 2010, started giving more interviews, nominated for International Children’s Prize by South African activist Desmond Tutu. Taliban attempted to assassinate her on the way to school in 2012. Ann Makosinski: Friend in Philippines was failing in school because didn’t have electricity and couldn’t study at night. Canadian winner of 2013 Google Science Fair designed “hollow flashlight” that transforms heat from your hand into energy (“thermoelectricity”). Jack Andraka: Family friend like an uncle died of pancreatic cancer. American inventor, scientist and cancer researcher. He is known for his work in developing a new, rapid, inexpensive, and patent pending method to detect an increase of a protein that indicates the presence of pancreatic, ovarian, and lung cancer during their early stages. Boyan Slat: Diver, saw more garbage than fish on vacation. Dutch inventor, environmentalist and aerospace engineering student who works on methods of clearing plastic waste from the oceans. He designed a passive system for concentrating and catching plastic debris driven by ocean currents.
#17 USED THE INTERNET TO DO THEIR RESEARCH AND FIND SOLUTIONS Malala Yousafzai: Pakistani activist for female education and the youngest-ever Nobel Prize laureate. She is known mainly for human rights advocacy for education and for women. Her family runs schools in her native province. She wrote a blog in 2009 when she was 12 under a pseudonym for BBC talking about life under the Taliban. Featured in NY Times documentary in 2010, started giving more interviews, nominated for International Children’s Prize by South African activist Desmond Tutu. Taliban attempted to assassinate her on the way to school in 2012. Ann Makosinski: Friend in Philippines was failing in school because didn’t have electricity and couldn’t study at night. Canadian winner of 2013 Google Science Fair designed “hollow flashlight” that transforms heat from your hand into energy (“thermoelectricity”). Jack Andraka: Family friend like an uncle died of pancreatic cancer. American inventor, scientist and cancer researcher. He is known for his work in developing a new, rapid, inexpensive, and patent pending method to detect an increase of a protein that indicates the presence of pancreatic, ovarian, and lung cancer during their early stages. Boyan Slat: Diver, saw more garbage than fish on vacation. Dutch inventor, environmentalist and aerospace engineering student who works on methods of clearing plastic waste from the oceans. He designed a passive system for concentrating and catching plastic debris driven by ocean currents.
#18 USED THE INTERNET TO DO THEIR RESEARCH AND FIND SOLUTIONS Malala Yousafzai: Pakistani activist for female education and the youngest-ever Nobel Prize laureate. She is known mainly for human rights advocacy for education and for women. Her family runs schools in her native province. She wrote a blog in 2009 when she was 12 under a pseudonym for BBC talking about life under the Taliban. Featured in NY Times documentary in 2010, started giving more interviews, nominated for International Children’s Prize by South African activist Desmond Tutu. Taliban attempted to assassinate her on the way to school in 2012. Ann Makosinski: Friend in Philippines was failing in school because didn’t have electricity and couldn’t study at night. Canadian winner of 2013 Google Science Fair designed “hollow flashlight” that transforms heat from your hand into energy (“thermoelectricity”). Jack Andraka: Family friend like an uncle died of pancreatic cancer. American inventor, scientist and cancer researcher. He is known for his work in developing a new, rapid, inexpensive, and patent pending method to detect an increase of a protein that indicates the presence of pancreatic, ovarian, and lung cancer during their early stages. Boyan Slat: Diver, saw more garbage than fish on vacation. Dutch inventor, environmentalist and aerospace engineering student who works on methods of clearing plastic waste from the oceans. He designed a passive system for concentrating and catching plastic debris driven by ocean currents.
#19 Spend more on food and drinks than anything else Would rather use the stove than the microwave Salads Quick-assembly (meal kits, sandwiches) Breakfasts that require some cooking (cereal declining) Savory snack foods Favorite eatery is Starbucks Chipotle has eclipsed Taco Bell as #1 Mexican fare Teen obesity has tripled between 1971 and 2010
#20 Michelle Phan – popular female personality on YouTube Clothes, accessories, and especially cosmetics / grooming products In spring 2014, 26% of women and 47% of men preferred to shop online over visiting stores. That's up from 18% of women and 20% of men who preferred online shopping a year earlier. (Source: Piper Jaffray) Can post things they like on social without actually buying them Can rent fashionable clothes Want socially conscious, quality items Reject logos few brands / retailers have achieved a strong brand experience that crosses in-store, digital and mobile ASOS Marketplace (boutiques to sell new and used clothing) and Anthropologie (“featured artist” section)
#21 Prefer products and messaging that reflect reality rather than a perfect life No longer worn: Aeropostale; Abercrombie & Fitch, Hollister Yet, activewear now comprises 28% of teens’ apparel purchases, up from 6% in 2008 (Nike, Lululemon, Under Armour, Adidas) “Athleisure” is now more popular than denim Source: Piper Jaffray
#22 https://vimeo.com/70779090
#23 https://instagram.com/sourpatchkids/ Wattpad – online platform where writers share stories Picked three influencers to write a few posts. One, When Miss Sweet Meets Mr. Sour, tells the story of a high-school romance. Another story, Sweet Summer Love, is about a girl who follows her long-time boyfriend on a rock tour. Mondelez will pick 10 finalists for Wattpad's community to vote on. The company will then turn the winner's story into an animated digital film and promote it on Sour Patch Kids' social platforms.
#24 Social media influencers are developing trip itineraries and city destinations in conjunction with their followers, and will upload their journey documentations via their personal Snapchat Stories and @MarriottHotels Shaun McBride (@Shonduras) Brittany Furlan (@brittanyjfurlan) Casey Neistat (@caseyneistat) & son Owen
#25 Teaser: https://www.youtube.com/watch?v=45e7Fja1_-4 Behind the scenes: https://www.youtube.com/watch?v=K9UL6kse3Mc To create the program, AT&T has selected people with big followings on social-media outlets like YouTube, Snapchat and Vine, and will have them ask their audiences to make choices that will shape the way “SnapperHero” plays out – like character powers and origins Freddie Wong Harley Morenstein Anna Akana
#26 #EmojiScience Bill Nye Explains Evolution with Emoji: https://www.youtube.com/watch?v=PGRRXKek8G0 MOONBOOTS with ANDROID HOMME AND JACKTHREADS.COM Unveiled on Snapchat with Buzz Aldrin takeover and sold exclusively at JackThreads beginning at 4:18 p.m. EST on July 20 (the exact time the Apollo 11 module touched down on the moon in 1969). Only 100 pairs of the sneakers will be available, priced at $196.90 -- a nod to the year of the moon mission. Boots Neil Armstrong wore were designed with GE silicon rubber. "The challenge—and opportunity—is staying relevant. The people we connect with might be thought leaders but they might be students who we hope will one day work at GE or people who will one day invest with us. Helping people relate to GE in a way that’s approachable and human is an important part of what we try to do in our brand and marketing efforts.” – Linda Boff, executive director, global band marketing at GE

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Editor's Notes