Gen Z, born in the mid-1990s to 2010s, are the first true digital natives who care deeply about social and environmental issues. As heavy users of technology and social media, they want brands to engage them through unique, customized content. Gen Z is accustomed to feeling in control of their experiences and demands brands align with their values. The "Trash Isles" campaign is cited as an example of successfully engaging Gen Z through an entertaining, socially-conscious initiative that empowered positive action.

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SMART
Gen Z: The biggest
thing since Millennials

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GEN Z: The biggest thing since Millennials
As Generation Z race toward working age and start to enter the workforce, companies are
becoming increasingly interested in who they have grown up to be.
Gen Z are generally defined as the generational cohort born from the mid to late 1990’s to
the 2010’s. This makes them the first generation of true digital natives; having been raised
around technology, they cannot imagine living in a world without it. More specifically, Gen
Z are mobile first, spending on average 241 minutes on their mobile phone, 11% more than
even Millennials1
. And more than this, when you ask Gen Z to define themselves, the top
three things US Gen Z think will have an impact on their generation are all digital (53%
said social media, 42% technology and 28% cyber-bullying), with 69% of teens saying their
generation are more addicted to technology than older generations2
.
But there is much more to the estimated 2–2.5 billion members of Gen Z globally3
than
just their digital behaviour. The environment they were born into – a combination of
constant connectivity and rising uncertainty - has shaped this large generation into a
group unlike any other; as they mature and begin to control rising volumes of spend, it is
time to understand what makes them unique, what drives them to act.
GEN Z WANT TO HAVE A POSITIVE IMPACT
Gen Z are an extremely socially and environmentally conscious group, having grown up in
a world where information is easily accessible. Gen Z cares more about a company’s
impact on the planet than any generation before them: 94% of US Gen Z said they believe
that companies should help address urgent issues compared to 87% of Millennials and
83% of Gen X4
.
Interestingly, this manifests itself in different behaviour to older generations. Gen Z are
more likely to engage in positive action to support brands that they perceive to be doing
a good thing (87% of US Gen would share their positive opinion of a company that is
doing good, against 83% of US Millennials), rather than engaging in negative activity
toward those businesses they perceive to be doing harm (90% of US Millennials would
boycott these companies, against 76% of US Gen Z; just 68% would speak out against
these companies, against 75% of Millennials)5
.
1
Global Web Index, Trends 18, 2018
2
Awesomeness TV 2017
3
IBM and the National Retail Federation, Uniquely Gen Z, 2017
4
Cone: How to speak Z, 2017 5
Cone: How to speak Z, 2017

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GEN Z: The biggest thing since Millennials
This means that a robust CSR communications strategy is as important as ever; but
among the emerging generation, it may have the positive impact of driving sales and
positive opinions, rather than stemming negative opinions or behaviours.
GEN Z ARE ACCUSTOMED TO BEING IN CONTROL
Rather than growing up watching the TV or listening to the radio, Gen Z has grown up
choosing YouTube videos and Spotify playlists – 95% of US Gen Z use YouTube, and an
alarming 50% say they could not live without YouTube6
. In combination with their heavy
use of other social media channels, Gen Z like to feel involved:
“With social media it is easy for us to voice our opinions and
doing so makes us feel as if we have made an impact”. – Male,
UK, Gen Z7
Consequently, Gen Z are demanding of brands who want to communicate with them -
93% of Gen Z respondents want brands to do something new and unique in order to
connect with them, and 88% believe custom content is a way for new brands to reach out
to them8
.
WHAT THIS MEANS FOR BRANDS
While we can see that Gen Z are very aware and in control, they are also young; this level
of awareness at such a young age is having an impact on this generation. When asked to
describe their generation in a mood, the most common mood chosen was ‘Stressed’. The
majority of US Gen Z thinks the world is a scarier place than it was five years ago9
.
So, while brands wishing to engage Gen Z need to ensure that their activities are aligned
with core beliefs of the cohort, they should also bear in mind that this generation is still
maturing. It’s important that brands offer them opportunities to have fun, and to have an
enjoyable experience as directly attributable to the brand.
WHO’S DOING IT WELL?
One brand that has used a deep understanding of Gen Z to great effect is LADBible and
the Plastic Oceans Foundation with their ‘Trash Isles’ work, created by AMV BBDO. The
6
Adweek and Defy Media, 2017
7
BBDO Knows Interview 2018
8
Adweek, 2017
9
Awesomeness TV 2017

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GEN Z: The biggest thing since Millennials
brand understood that young people tend to be far more politically active online, and that
they like to feel that they are making a difference – and managed to do so in a light, fun
and engaging way. The campaign sought to empower the younger generation to lobby
the United Nations to acknowledge the plastic garbage in the oceans as a country; as part
of gaining its status as a country, Trash Isles had to persuade the online community to
sign up as citizens, with messages coming from a range of influencers and celebrities.
They created a wide variety of engaging content for people to interact with over the
course of the campaign, including currency and a flag made of plastic. The Trash Isles
successfully earned country status, having gained just over a quarter of a million citizens,
and reached half a billion people, many of whom will have been Gen Z.
Trash Isles is the perfect example of a brand succeeding by utilising Gen Z’s desire for
new and unique approaches to connecting with them, while balancing their desire to do
good. There is huge opportunity in this space, opportunity that could see brands capture
vast future spend among this generation.
If you are interested in learning more about the subject of this article, please contact:
Sarah Emmerson, Insights Planner, EmmersonS@bbdoknows.com.
ABOUT BBDO KNOWS
BBDO KNOWS is a planning resource for the BBDO network.
BBDO KNOWS offers thinking, strategy, insights and inspiration on key categories, key
themes and consumer segments.
If you are interested in learning more about the way BBDO thinks please contact Melanie
Norris, Global Planning Director, norrism@bbdoknows.com.
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