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Meet Generation Z
Forget Everything You Learned
About Millennials
2
Meet “Generation Z,” Americans born after Gen Y
(from 1995 to present) who are currently under the
age of 18. 

Marketers have been focused on Gen Y
(a.k.a. Millennials) for more than a decade.
In fact, Millennials are the most
researched generation in history!
But Gen Z is different from the Millennial
generation. In many ways, Gen Zers are the
opposites or extreme versions of Millennials
and marketers need to adjust to them.

We are just beginning to understand Gen Z
and its impact on the future, but here is what
we know and foresee…
There is a population tsunami approaching
3
Source: U.S. Census Bureau, 2012 (via Mintel 2014)
Millennials
( 20-37 )
24.5%
Gen Z
( <19 )
25.9%
Swing
( 69+ )
10.5%
Gen X
( 38-49 )
15.4%
Baby Boomers
( 50-68 )
23.6%
More than a quarter of
America’s population
belongs to Gen Z, and with
each birth, the segment is
growing.
361,000Approximate number of babies
born in the world each day.
They influence household purchases
4
84%
74%
73%
69%
65%
60%
55%
52%
32%
29%
Toys
Apparel
The week’s dinner menu
Entertainment
Family vacation Family cars
Home furnishing
Computer
Cell/mobile
TV
Percentage of moms who feel their Gen Z child is
influential when purchasing the following
Source: JWT Intelligence 2012
A generation with disposable income
5
Gen Z receive $16.90 per week in
allowance which translates to
$44 billion a year
Source: Mintel 2013 “Activities of kids and teens.”
They love to shop, especially online
6
45%
Clothes
Toys
Online games
Offline games
Books
Electronics
Music
Fashion accessories
Shoes
Movies
Sports equipment
Beauty products
55%
46%
54%
53%
47%
44%
56%
47%
53%
47%
53%
50%
50%
43%
57%
45%
55%
53%
47%
40%
60%
49%
51%
Offline Online
Percentage of Gen Z who prefer shopping online vs. offline
Source: JWT Intelligence 2012
They are eager to start working
7
Source: Study called “High School Careers” by Millennial Branding and Internships.com
via entrepreneur.com
55%of high school students feel
pressured by their parents
to gain early professional
experience
Parents of Gen Z encourage their children
to find jobs early and independently
without their help.
4 in 5high school students
believe they are more
driven than their peers
They are mature and in control
8
89.1
Teen Birth Rate
(per 1,000 women age 15-19)
72
60
40
20
1.3
80
60
40
29.4
1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010
Alcohol
Marijuana
Cigarettes
Cocaine
Use of Illicit Substances
(Among high school seniors)
Source: Centers for Disease Control and Prevention via vox.com: WebMD (CDC Survey 2014)
25%of Gen Z teens say they
were in a physical fight in
the past year (down from
42% surveyed in 1991)
10%of Gen Z teens say they
tried an e-cigarette in 2012
(a doubling in one year)
Social listening reveals that Gen Z are determined
to “make a difference” and “make an impact.”
Social entrepreneurship is one of the most popular
career choices.
They intend to change the world
9
Source: U.S. Department of Labor, 2013,
26%of 16-to-19 year-olds are
currently volunteering
…this is how Gen Z took over…
10
Name: Adora Svitak

Fame Age: 16
Profession: Activist, author and
advocate for education 

Her 2010 TED talk, “What Adults Can
Learn From Kids,” has received over 3
million views.
Source: Adorasvitak.com
…and this is the new norm for Gen Z
11
Name: Logan Laplante 

Fame Age: 13

Profession: Advocate for DIY education

His 2013 TED talk, “Hackschooling
Makes Me Happy,” has received over 5
million views.
Source: About.me/loganlaplante
What made them who they are?
12
13
Growing up in a post 9/11 world
during a recession
Source: Rutgers 2013, Annie E. Casey Foundation 2013
Gen Z were developing their
personalities and life skills in a socio-
economic environment marked by
chaos, uncertainty, volatility and
complexity. Blockbusters like The
Hunger Games and Divergent depict
teens being slaughtered. No wonder
Gen Z developed coping mechanisms
and a certain resourcefulness.
73%of Americans were
personally affected by the
Great Recession
1 in 4American children
are living in poverty
They learned that traditional choices
don’t guarantee success
14
They witnessed the struggles
of Millennials (think: older
siblings, many still living at
home), and have resolved to
do things differently.
30%of high school students
today are pushing out their
graduation date
Source: Report from Education week via The Atlantic
Their education system focused on inclusive
classrooms and differentiated instruction
15
They were raised in an American
education system that focused on
mainstreaming and classroom diversity.
As a result, they are collaborative team
players where everyone is equal at
winning and losing.
16
Nature vs. Nurture: Gen Z had a unique childhood
Multiracial children is the fastest
growing youth group in the US
17
Modern families come in all
colors and sizes. Long-standing
views of race have been
challenged by culture: celebrities,
artists, politicians and athletes of
mixed heritage have changed
discourse, along with trans-racial
and international adoptions.
Source: Census: “The two or more races population: 2010 Census
Brief”; American Academy of Child and Adolescent Psychiatry
+50%increase in the multiracial
youth population since 2000
(to 4.2 million)
+400%increase in multiracial
marriages (Black and White) in
the last 30 years (with a
1,000% increase in Asian-
White marriages)
There is much greater diversity
amongst teens and tweens
18
Research shows that multiracial children
tend to be high achievers with a strong
sense of self and adaptability to change.
Source: Mintel “Activities of kids and teens” - US - Nov 2013
-1.5%decrease in the caucasian
6-17 year-old population is
projected by 2018
+7.6%projected increase in the
Hispanic teens population
over the next five years, the
fastest growing population in
the US
19
Traditional gender roles have been challenged
Gender roles and norms are
blurring, which may make it harder
for Gen Z to find mates and
maintain households when they
become adults. Self-identity is
less constructed by gender than
for past generations.Source: GoldieBlox.com
Parenting styles have shifted
20
With studies showing the adverse effects of
helicopter parenting, parents of Gen Z have
been discouraged from mollycoddling. As a
result, Gen Z have been given more space
than Millennials, accessing answers and
inspiration on the Internet, and are more
self-directed.
Source: Census: “The two or more races population: 2010 Census Brief”
They live in multi-generational households
21
Gen Z have been raised in larger, extended
households as retired grandparents have
moved in and Millennial siblings (Boomerang
Kids) have moved back home. As a result,
they are sharers and have greater affinity and
respect for the elderly. Gen Z share many of
the same values as the Great Generation.
Source: Census: “The two or more races population: 2010 Census Brief”
22
How are Gen Z remarkably different?
They worry about the economy
23
Source: JWT Intelligence, 2012
0
20
40
60
80
100
What things
cost today
Cybercrime
Government
leadership
Crime in
your town
Your parents’
job security
Terrorism
Wars around
the world
The economy
Female Male
Entrepreneurship is in their DNA
Surrounded by DIY education and crowdsourcing,
these teens dream of self employment. They feel
pressured to gain professional experience at a very
early age. Low wage entry level Gen Z jobs lead to
competition with struggling Millennials, fueling
competitiveness.
24
Source: Millennial Branding and Internship.com, 2014, Mintel 2014
61%of high school students
want to be an entrepreneur
rather than an employee
(compared to 43% of college
students)
72%of high school students
want to start a business
someday (compared to
64% of college students)
More than 90,000 students enrolled in grades 5-12
have the exceptionally rare entrepreneurial talent
to help create more jobs within the U.S.
25
“I plan to start
my own
business”
“My school offers
classes in how to
start and run a
business”
“My school
teaches about
money and
banking”
“I will invent
something that
changes the
world”
“I work at
least one
hour a week”
“I have an
internship”
“I run my own
business”
55.3%46.9% 37.8%42.1%
3%4.6%16.9%
Source: Gallup and Operation HOPE. A survey of 1,009 students in grades 5-12
26
They seek education and knowledge
Researched online
Watched lessons
online
Worked on a project
with classmates online
Taken a test/exam
online
Taken a lesson online
Read a textbook on a
tablet
85%
33%
32%
25%
22%
20%
Percentage who have:
Source: JWT Intelligence 2012; Edudemic survey
1 in 2Gen Zers will be university
educated (compared with 1
in 3 for Millennials and 1 in 4
for Gen X)
27
They use social media as a research tool
52%
of teens use YouTube or
other Social Media sites for a
typical research assignment
in school
Source: Pew Research, “How teens do research in the Digital world” 2012
They multi-task across 5 screens
28
Age (13-17) Age (8-12)
TV
Cell/mobile phone
Laptop computer
Desktop computer
iPod or other portable
music player
Gaming console
Handheld gaming
device
Tablet
E-reader
24%
25
23
17
16
13
11
4
5
17%
12%
4%
25
36
28
38
28
50
39
76
72
72
31%
33%
39%
57%
72%
Source: JWT Intelligence
Percentage who use the following devices
multiple times per day
Their attention spans are getting shorter
29
Gen Z are the ultimate consumers of snack
media. They communicate in bite sizes.
Research studies suggest that their brains have
evolved to process more information at faster
speeds, and are cognitively more nimble to
handle bigger mental challenges. But, getting
and keeping their attention is challenging.
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The
Associated Press
8 secis the average American
attention span
(down from 12 sec in 2000)
11%of children 4-17 years old
have been diagnosed with
ADHD (up from 7.8% in
2003)
Gen Z have always known how to zoom, pinch and
swipe. They have grown up with hi-def, surround-
sound, 3D and now 4D — 360 degree photography
and film is their normal. Ultra slow motion and hi-
speed video is their standard.
30
They think spatially and in 4D
2005is the year that Google
Maps launched with its
satellite and zooming
functions
They lack situational awareness
31
Source: Pew Research, 2012
Teachers say that Gen Z lack situational
awareness, oblivious to their
surroundings and unable to give
directions. Some speculate that Gen Z
have become overly reliant on their
devices.
As Social Media natives, attuned to NSA
surveillance issues, they are more
concerned about disabling their phone’s
geolocation than their privacy settings.
Gen Z are drawn to incognito media such
as Snapchat, Secret and Whisper.
32
Source: Facebook Social Ads Platform (“Potential Reach”), 2013
They don’t want to be tracked
25%of 13-17 year-olds left
Facebook in 2014
They communicate with symbols
33
Source: Pew Research, 2012
Gen Z speak in emoticons and emojis.
Symbols and glyphs provide context
and create subtext so they can have
private conversations. Emoji alphabets
and icon “stickers” replace text with
pictures.
They communicate with speed
34
Source: Pew Research, 2012
68%of teachers think that
digital tools make students
more likely to take
shortcuts and not put effort
into their writing
46%of teachers say digital tools
make students more likely
to “write too fast and be
careless”
Gen Z are agile communicators:
speed of communication and
repartee garners cultural currency.
They’re accustomed to rapid-fire
banter and commentary. As a result,
Gen Z are not precise
communicators and leave a lot of
room for interpretation.
35
Source: AFP News Report, via MarketingCharts 2013
Twitter Facebook Instagram Tumblr Google+
27%
30%
26%
42%
33%
23%
12%
17%
23%
3% 4% 4%
6% 5%
3%
Fall 2012 Spring 2013 Fall 2013
% share of respondents, select findings
They communicate with images
Percentage of Gen Z using social media
36
They love the ephemeral and rarity
Gen Z are drawn to social media which
disintegrates and self-destructs. They
suffer from FOMO (fear of missing out)
more than Millennials, so being
culturally connected is critical.
They spend more time with computers
37
Source: WebMD (CDC Survey 2014)
41%Of Gen Z spend >3 hours
per day on their computers
for non-schoolwork-related
purposes (compared to
22% a decade ago)
Their social circles are global
38
Source: JWT Intelligence and Pew Research center
81%of online teens use some
kind of Social Media
26%of Gen Z would need to fly
to visit most of their social
network friends
They are hyper-aware and concerned
about man’s impact on the planet
39
Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence
80%know about man’s impact
on the planet
9 of 10continue to feel optimistic
about their own future
7 of 10feel optimistic about the
future of the environment
78%are concerned about world
hunger
77%are concerned about
children around the world
dying of preventable
disease
76%are concerned about man’s
impact on the planet
They are less active
40
This generation is much less active than
previous generations. In some cases, sport is
viewed as a tool for health instead of play and
gaming may have replaced outdoor activities.
Source: Mintel, Activities of Teens and Kids 2013, Entertainment software association 2013
51%of teen boys list gaming as
their main source of
entertainment
66%of 6-11 year olds list
gaming as their main
source of entertainment
They live-stream and co-create
Gen Z gravitate to live-streaming
media, such as Twitch and Ustream.
Two-way live-streaming and video-
conferences (think: FaceTime and
Skype) are their preferred ways to
communicate.
41
Source: JWT Intelligence
#1live-streaming platform in
the world is Twitch, which
features live video
gameplay, news and chat
42
14
12
10
8
6
4
2
0
-2
-4
Scratch Fresh Oven Stove-top
% change projected annual eatings F2018 vs. 2013
Gen Z
Millennials
Gen X
Source: NPD Group’s “Future of Eating,” 2014
They are the biggest foodies
Their interest in cooking is expected to
increase over the next five years.
Teen obesity has nearly tripled from
1971-2010, now stabilized at around 18.4%
Teenage boys are more likely than girls to be obese (18.6% vs. 15%)
43
Unfortunately, they’re also obese
Source: Centers For Disease Control And Prevention, 2013 (via Mintel 2014). Percentage
of obesity among high school students, by state, for selected year 2003 and 2011
But, food is their main vice
44
A Different Set of Vices
Are having less sex (but more un-protected sex)
Are more obese
Are recycling and up-cycling
Are more sedentary
Are a happy lot
Are focused on sharing
Are self-confident
Source: Mintel 2014, Centers for Disease Control and Prevention 2014
LUST
GLUTTONY
GREED
SLOTH
WRATH
ENVY
PRIDE
45
How to connect with Gen Z?
46
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco Off)
Active Volunteers
Blended (race & gender)
Togetherness
Mature
Communicate with Images
Make Stuff
Have Humility
Future Focused
Realists
Want to Work for Success
Collective Conscious
Tech Savvy: 2 Screens
Think in 3D
Radical Transparency: Share All
Slacktivists
Multi-cultural
Tolerance
Immature
Communicate with Text
Share Stuff
Have Low Confidence
Now Focused
Optimists
Want to be Discovered
Team Orientation
Don’t treat them like Millennials
Gen Z Millennials
47
Gen Z Millennials
Very Different Experiences and References
Politics
Media
Communication
Homosexuality is no
longer considered
a disease
Portable media player
The DVD, an optical disc
computer storage media
format is announced
Instant messaging, a
type of online chat, is
released by Microsoft
Mobile phones with
the ability to send
text messages
Massachusetts
legalizes same-sex
marriage
Commercial music
streaming services
The video-sharing
website Youtube is
launched
Snapchat, a photo
messaging app
is introduced
Smartphones with a
multi-touch interface Telecommunications
Music
Don’t treat them like Millennials
48
Checklist for connecting with Gen Z
1. Depict them as diverse (ethnically, sexually, fashionably)
2. Talk in images: emojis, symbols, pictures, videos
3. Communicate more frequently in shorter bursts of “snackable content”
4. Don’t talk down… talk to them as adults, even about global topics
5. Assume they have opinions and are vocal, influencing family decisions
6. Make stuff — or help Gen Z make stuff (they’re industrious)
7. Tap into their entrepreneurial spirit
8. Be humble
9. Give them control and preference settings
10. Collaborate with them — and help them collaborate with others
49
11. Tell your story across multiple screens
12. Live stream with them — or give them live streaming access
13. Optimize your search results (they do their Internet research)
14. Talk to them about value (they care about the cost of things)
15. Include a social cause that they can fight for
16. Have your house in order (in terms of sustainability)
17. Help them build expertise…they want to be experts
18. Tease (think: ephemeral, puzzles, surprises and games)
19. Feed their curiosity
20. Feed them
Checklist for connecting with Gen Z
50
Gen Z topics & interests: what we’re tracking…
Economic 

Disparity

Gender

Equality & 

LGBT Rights
Malala
TECHNOLOGY
ISSUES
NEWS
Mixed Reality
Socialism &
Communism
MEDIA & CULTURE
3D Printing
& Doodling
School 

Shootings
Total Solar 

Eclipse

March 2015
Whisper
Common 

Core

Education

Nationwide

YouTube 

Stars
Drones
iPhone 6
Twitch
Wearables

Oculus Rift
Global 

Warming
Weather

Refugees
Cost of
Education

Loneliness

Brazil 

& 

The World Cup
Gaga in Space

2015
Girls in
STEM

Net Neutrality
Back to School
Elon Musk
Texting While
Driving

Tuna the Dog
Autonomous
Cars
Tuna the Dog
Avatar 2

2016
Star Wars 

Episode VII

2015
Teenage

Mutant Ninja

Turtles

8/8
Hunger Games

Mockingjay

11/21
Teen Choice 

Awards

8/10
Kids Choice 

Awards

7/17
MTV VMAs

8/24
Tarzan

November
Earth to Echo

August
22 Jump Street

June
GEN Z
5
Want to apply Gen Z insights to your business?
We will continue to track Gen Z, adding a global perspective from
our Scout Network (now in 11 countries) combined with
international social listening. Stay tuned.
Reach out to us if you want to explore how to apply these learnings
— and future Gen Z insights — to your business. We can package
Gen Z insights in a variety of formats, such as:
• Customized “Meet Gen Z” reports, designed for sharing and educating
• Immersive get-smart-fast-on-Gen-Z workshops	
  
• Gen Z insights-to-applied-marketing round table discussions	
  
• Bi-weekly “Gen Z Trend Pulses” — sharable newsletters on Gen Z
culture and marketing opportunities
51
52
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT
MARKETING
AGENCY
ADVERTISING
AGENCY
agency of relevance
- Social & Cultural Listening
- Competitive Intelligence & War
Gaming
- Segment Analysis &Tracking
- Topic Deep Dives
- Event Tracking
- Issue Monitoring
- Real-time Burst identification
- Channel Analysis
- Content & Influencer Strategy
- Editorial & Cultural Calendars
- Macro Trend Identification &
Quantification
- Projecting Segments into the
Future (Consumers of the Future)
- Product, Service & Packaging
Development
- Business Model Design &
Reimagination
- Business Context Analysis
- Futurism
- Whitespace Identification
- Brand/Partner & Acquisition
Recommendations
- Pre-Planned (70/30) Content
Production - Online and Offline
- Real-time Content Production
- Real-Time Commerce
- Social Media Content (short and
long form) - posts, tweets, vines,
videos, blogs, etc.
- Community Management
- Influencer Outreach
- Channel Optimization & Fan Base
Development
- Analytics & Measurement
- Real-Time Media Amplification
cultural strategy at the core
cultural
intelligence
innovation
content &
distribution
powered by
BRAND
5
Sign up on our website to receive updates and future reports:
www.sparksandhoney.com

For more information:
212.894.5100

info@sparksandhoney.com

@sparksandhoney
facebook.com/sparksandhoney
54
IMAGE SOURCES
1. 9nong / Shutterstock
2. William Perugini / Shutterstock
3. Christian Bertrand / Shutterstock
4. Dragon Images / Shutterstock
5. Arina P. Habich / Shutterstock
6. gpointstudio / Shutterstock
7. mangostock / Shutterstock
8. Olesia Bilkei / Shutterstock
9. oliveromg / Shutterstock
10. “Adora Svitak, Writer, Teacher, Activist” by XPRIZE Foundation
Flickr / Licensed under (CC BY 2.0). http://creativecommons.org/
licenses/by/2.0/deed.en_GB
11. “Logan LaPlante” by Bret Simmons Flickr / Licensed under (CC
BY-NC-ND 2.0) https://creativecommons.org/licenses/by-nc-nd/
2.0/
12. mangostock / Shutterstock
13. OIlyy / Shutterstock
14. Rick Becker-Leckrone / Shutterstock
15. “Thunder Hill Elementary School Kindergarten Tour” by Howard
County Library System Flickr / Licensed under (CC BY-NC-ND 2.0)
https://creativecommons.org/licenses/by-nc-nd/2.0/
16. meiunierd / Shutterstock
17. Goodluz / Shutterstock
18. Rawpixel / Shutterstock
19. Sunny studio / Shutterstock
20. ARZTSAMUI / Shutterstock
21. wavebreakmedia / Shutterstock
22. Monkey Business Images / Shutterstock
23. prudkov / Shutterstock
24. Goodluz / Shutterstock
25. Monkey Business Images / Shutterstock
26. “Teach/Learn” by Duane Schoon. Flickr / Licensed under (CC BY-
NC-SA 2.0). https://creativecommons.org/licenses/by-nc-sa/2.0/
27. Stokkete / Shutterstock
28. Mehmet Dilsiz / Shutterstock
29. Suzanne Tucker / Shutterstock
30. EpicStockMedia / Shutterstock
31. “Undercover” by Tom Woodward. Flickr / Licensed under (CC BY-
NC 2.0). https://creativecommons.org/licenses/by-nc/2.0/
32. Kiselev Andrey Valerevich / Shutterstock
33. N/A/
34. “A (Snowy) Day In New York” by The All-Nite Images. Flickr /
Licensed under (CC BY-SA 2.0). http://creativecommons.org/
licenses/by-sa/2.0/deed.en_GB
35. “Snapchat” by Kai Chan Vong Flickr / Licensed under (CC BY
2.0). http://creativecommons.org/licenses/by/2.0/deed.en_GB
36. Mahathir Mohd Yasin / Shutterstock
37. Monkey Business Images / Shutterstock
38. “Collaborative Networked Learning” by future.agenda. Flickr /
Licensed under (CC BY-NC-SA 2.0). https://creativecommons.org/
licenses/by-nc-sa/2.0/
39. mangostock / Shutterstock
40. “eStar en Gamergy 2014” by artubr / Flickr / Licensed under (CC
BY 2.0). http://creativecommons.org/licenses/by/2.0/deed.en_GB
41.“First Meerkat App Stream From Helicopter Over New York City”
by Anthony Quintano / Flickr / Licensed under (CC BY 2.0). http://
creativecommons.org/licenses/by/2.0/deed.en_GB
42. Ruslan Guzov / Shutterstock
43. “Childhood Obesity” by Gaulsstin. Flickr / Licensed under (CC BY-
SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/
deed.en_GB
44. Tish1 / Shutterstock
45. Ollyy / Shutterstock
46. Syda Productions / Shutterstock
47. racorn / Shutterstock
48. William Perugini / Shutterstock
49. William Perugini / Shutterstock
50. N/A
51. Syda Productions / Shutterstock

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Meet Generation Z: Forget Everything You Learned About Millennials

  • 1. Meet Generation Z Forget Everything You Learned About Millennials
  • 2. 2 Meet “Generation Z,” Americans born after Gen Y (from 1995 to present) who are currently under the age of 18. Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history! But Gen Z is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them. We are just beginning to understand Gen Z and its impact on the future, but here is what we know and foresee…
  • 3. There is a population tsunami approaching 3 Source: U.S. Census Bureau, 2012 (via Mintel 2014) Millennials ( 20-37 ) 24.5% Gen Z ( <19 ) 25.9% Swing ( 69+ ) 10.5% Gen X ( 38-49 ) 15.4% Baby Boomers ( 50-68 ) 23.6% More than a quarter of America’s population belongs to Gen Z, and with each birth, the segment is growing. 361,000Approximate number of babies born in the world each day.
  • 4. They influence household purchases 4 84% 74% 73% 69% 65% 60% 55% 52% 32% 29% Toys Apparel The week’s dinner menu Entertainment Family vacation Family cars Home furnishing Computer Cell/mobile TV Percentage of moms who feel their Gen Z child is influential when purchasing the following Source: JWT Intelligence 2012
  • 5.
  • 6. A generation with disposable income 5 Gen Z receive $16.90 per week in allowance which translates to $44 billion a year Source: Mintel 2013 “Activities of kids and teens.”
  • 7. They love to shop, especially online 6 45% Clothes Toys Online games Offline games Books Electronics Music Fashion accessories Shoes Movies Sports equipment Beauty products 55% 46% 54% 53% 47% 44% 56% 47% 53% 47% 53% 50% 50% 43% 57% 45% 55% 53% 47% 40% 60% 49% 51% Offline Online Percentage of Gen Z who prefer shopping online vs. offline Source: JWT Intelligence 2012
  • 8. They are eager to start working 7 Source: Study called “High School Careers” by Millennial Branding and Internships.com via entrepreneur.com 55%of high school students feel pressured by their parents to gain early professional experience Parents of Gen Z encourage their children to find jobs early and independently without their help. 4 in 5high school students believe they are more driven than their peers
  • 9. They are mature and in control 8 89.1 Teen Birth Rate (per 1,000 women age 15-19) 72 60 40 20 1.3 80 60 40 29.4 1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010 Alcohol Marijuana Cigarettes Cocaine Use of Illicit Substances (Among high school seniors) Source: Centers for Disease Control and Prevention via vox.com: WebMD (CDC Survey 2014) 25%of Gen Z teens say they were in a physical fight in the past year (down from 42% surveyed in 1991) 10%of Gen Z teens say they tried an e-cigarette in 2012 (a doubling in one year)
  • 10. Social listening reveals that Gen Z are determined to “make a difference” and “make an impact.” Social entrepreneurship is one of the most popular career choices. They intend to change the world 9 Source: U.S. Department of Labor, 2013, 26%of 16-to-19 year-olds are currently volunteering
  • 11. …this is how Gen Z took over… 10 Name: Adora Svitak Fame Age: 16 Profession: Activist, author and advocate for education Her 2010 TED talk, “What Adults Can Learn From Kids,” has received over 3 million views. Source: Adorasvitak.com
  • 12. …and this is the new norm for Gen Z 11 Name: Logan Laplante Fame Age: 13 Profession: Advocate for DIY education His 2013 TED talk, “Hackschooling Makes Me Happy,” has received over 5 million views. Source: About.me/loganlaplante
  • 13. What made them who they are? 12
  • 14. 13 Growing up in a post 9/11 world during a recession Source: Rutgers 2013, Annie E. Casey Foundation 2013 Gen Z were developing their personalities and life skills in a socio- economic environment marked by chaos, uncertainty, volatility and complexity. Blockbusters like The Hunger Games and Divergent depict teens being slaughtered. No wonder Gen Z developed coping mechanisms and a certain resourcefulness. 73%of Americans were personally affected by the Great Recession 1 in 4American children are living in poverty
  • 15. They learned that traditional choices don’t guarantee success 14 They witnessed the struggles of Millennials (think: older siblings, many still living at home), and have resolved to do things differently. 30%of high school students today are pushing out their graduation date Source: Report from Education week via The Atlantic
  • 16. Their education system focused on inclusive classrooms and differentiated instruction 15 They were raised in an American education system that focused on mainstreaming and classroom diversity. As a result, they are collaborative team players where everyone is equal at winning and losing.
  • 17.
  • 18. 16 Nature vs. Nurture: Gen Z had a unique childhood
  • 19. Multiracial children is the fastest growing youth group in the US 17 Modern families come in all colors and sizes. Long-standing views of race have been challenged by culture: celebrities, artists, politicians and athletes of mixed heritage have changed discourse, along with trans-racial and international adoptions. Source: Census: “The two or more races population: 2010 Census Brief”; American Academy of Child and Adolescent Psychiatry +50%increase in the multiracial youth population since 2000 (to 4.2 million) +400%increase in multiracial marriages (Black and White) in the last 30 years (with a 1,000% increase in Asian- White marriages)
  • 20. There is much greater diversity amongst teens and tweens 18 Research shows that multiracial children tend to be high achievers with a strong sense of self and adaptability to change. Source: Mintel “Activities of kids and teens” - US - Nov 2013 -1.5%decrease in the caucasian 6-17 year-old population is projected by 2018 +7.6%projected increase in the Hispanic teens population over the next five years, the fastest growing population in the US
  • 21. 19 Traditional gender roles have been challenged Gender roles and norms are blurring, which may make it harder for Gen Z to find mates and maintain households when they become adults. Self-identity is less constructed by gender than for past generations.Source: GoldieBlox.com
  • 22. Parenting styles have shifted 20 With studies showing the adverse effects of helicopter parenting, parents of Gen Z have been discouraged from mollycoddling. As a result, Gen Z have been given more space than Millennials, accessing answers and inspiration on the Internet, and are more self-directed. Source: Census: “The two or more races population: 2010 Census Brief”
  • 23. They live in multi-generational households 21 Gen Z have been raised in larger, extended households as retired grandparents have moved in and Millennial siblings (Boomerang Kids) have moved back home. As a result, they are sharers and have greater affinity and respect for the elderly. Gen Z share many of the same values as the Great Generation. Source: Census: “The two or more races population: 2010 Census Brief”
  • 24. 22 How are Gen Z remarkably different?
  • 25. They worry about the economy 23 Source: JWT Intelligence, 2012 0 20 40 60 80 100 What things cost today Cybercrime Government leadership Crime in your town Your parents’ job security Terrorism Wars around the world The economy Female Male
  • 26. Entrepreneurship is in their DNA Surrounded by DIY education and crowdsourcing, these teens dream of self employment. They feel pressured to gain professional experience at a very early age. Low wage entry level Gen Z jobs lead to competition with struggling Millennials, fueling competitiveness. 24 Source: Millennial Branding and Internship.com, 2014, Mintel 2014 61%of high school students want to be an entrepreneur rather than an employee (compared to 43% of college students) 72%of high school students want to start a business someday (compared to 64% of college students)
  • 27. More than 90,000 students enrolled in grades 5-12 have the exceptionally rare entrepreneurial talent to help create more jobs within the U.S. 25 “I plan to start my own business” “My school offers classes in how to start and run a business” “My school teaches about money and banking” “I will invent something that changes the world” “I work at least one hour a week” “I have an internship” “I run my own business” 55.3%46.9% 37.8%42.1% 3%4.6%16.9% Source: Gallup and Operation HOPE. A survey of 1,009 students in grades 5-12
  • 28. 26 They seek education and knowledge Researched online Watched lessons online Worked on a project with classmates online Taken a test/exam online Taken a lesson online Read a textbook on a tablet 85% 33% 32% 25% 22% 20% Percentage who have: Source: JWT Intelligence 2012; Edudemic survey 1 in 2Gen Zers will be university educated (compared with 1 in 3 for Millennials and 1 in 4 for Gen X)
  • 29. 27 They use social media as a research tool 52% of teens use YouTube or other Social Media sites for a typical research assignment in school Source: Pew Research, “How teens do research in the Digital world” 2012
  • 30. They multi-task across 5 screens 28 Age (13-17) Age (8-12) TV Cell/mobile phone Laptop computer Desktop computer iPod or other portable music player Gaming console Handheld gaming device Tablet E-reader 24% 25 23 17 16 13 11 4 5 17% 12% 4% 25 36 28 38 28 50 39 76 72 72 31% 33% 39% 57% 72% Source: JWT Intelligence Percentage who use the following devices multiple times per day
  • 31. Their attention spans are getting shorter 29 Gen Z are the ultimate consumers of snack media. They communicate in bite sizes. Research studies suggest that their brains have evolved to process more information at faster speeds, and are cognitively more nimble to handle bigger mental challenges. But, getting and keeping their attention is challenging. Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press 8 secis the average American attention span (down from 12 sec in 2000) 11%of children 4-17 years old have been diagnosed with ADHD (up from 7.8% in 2003)
  • 32. Gen Z have always known how to zoom, pinch and swipe. They have grown up with hi-def, surround- sound, 3D and now 4D — 360 degree photography and film is their normal. Ultra slow motion and hi- speed video is their standard. 30 They think spatially and in 4D 2005is the year that Google Maps launched with its satellite and zooming functions
  • 33. They lack situational awareness 31 Source: Pew Research, 2012 Teachers say that Gen Z lack situational awareness, oblivious to their surroundings and unable to give directions. Some speculate that Gen Z have become overly reliant on their devices.
  • 34. As Social Media natives, attuned to NSA surveillance issues, they are more concerned about disabling their phone’s geolocation than their privacy settings. Gen Z are drawn to incognito media such as Snapchat, Secret and Whisper. 32 Source: Facebook Social Ads Platform (“Potential Reach”), 2013 They don’t want to be tracked 25%of 13-17 year-olds left Facebook in 2014
  • 35. They communicate with symbols 33 Source: Pew Research, 2012 Gen Z speak in emoticons and emojis. Symbols and glyphs provide context and create subtext so they can have private conversations. Emoji alphabets and icon “stickers” replace text with pictures.
  • 36. They communicate with speed 34 Source: Pew Research, 2012 68%of teachers think that digital tools make students more likely to take shortcuts and not put effort into their writing 46%of teachers say digital tools make students more likely to “write too fast and be careless” Gen Z are agile communicators: speed of communication and repartee garners cultural currency. They’re accustomed to rapid-fire banter and commentary. As a result, Gen Z are not precise communicators and leave a lot of room for interpretation.
  • 37. 35 Source: AFP News Report, via MarketingCharts 2013 Twitter Facebook Instagram Tumblr Google+ 27% 30% 26% 42% 33% 23% 12% 17% 23% 3% 4% 4% 6% 5% 3% Fall 2012 Spring 2013 Fall 2013 % share of respondents, select findings They communicate with images Percentage of Gen Z using social media
  • 38. 36 They love the ephemeral and rarity Gen Z are drawn to social media which disintegrates and self-destructs. They suffer from FOMO (fear of missing out) more than Millennials, so being culturally connected is critical.
  • 39. They spend more time with computers 37 Source: WebMD (CDC Survey 2014) 41%Of Gen Z spend >3 hours per day on their computers for non-schoolwork-related purposes (compared to 22% a decade ago)
  • 40. Their social circles are global 38 Source: JWT Intelligence and Pew Research center 81%of online teens use some kind of Social Media 26%of Gen Z would need to fly to visit most of their social network friends
  • 41. They are hyper-aware and concerned about man’s impact on the planet 39 Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence 80%know about man’s impact on the planet 9 of 10continue to feel optimistic about their own future 7 of 10feel optimistic about the future of the environment 78%are concerned about world hunger 77%are concerned about children around the world dying of preventable disease 76%are concerned about man’s impact on the planet
  • 42. They are less active 40 This generation is much less active than previous generations. In some cases, sport is viewed as a tool for health instead of play and gaming may have replaced outdoor activities. Source: Mintel, Activities of Teens and Kids 2013, Entertainment software association 2013 51%of teen boys list gaming as their main source of entertainment 66%of 6-11 year olds list gaming as their main source of entertainment
  • 43. They live-stream and co-create Gen Z gravitate to live-streaming media, such as Twitch and Ustream. Two-way live-streaming and video- conferences (think: FaceTime and Skype) are their preferred ways to communicate. 41 Source: JWT Intelligence #1live-streaming platform in the world is Twitch, which features live video gameplay, news and chat
  • 44. 42 14 12 10 8 6 4 2 0 -2 -4 Scratch Fresh Oven Stove-top % change projected annual eatings F2018 vs. 2013 Gen Z Millennials Gen X Source: NPD Group’s “Future of Eating,” 2014 They are the biggest foodies Their interest in cooking is expected to increase over the next five years.
  • 45. Teen obesity has nearly tripled from 1971-2010, now stabilized at around 18.4% Teenage boys are more likely than girls to be obese (18.6% vs. 15%) 43 Unfortunately, they’re also obese Source: Centers For Disease Control And Prevention, 2013 (via Mintel 2014). Percentage of obesity among high school students, by state, for selected year 2003 and 2011
  • 46. But, food is their main vice 44 A Different Set of Vices Are having less sex (but more un-protected sex) Are more obese Are recycling and up-cycling Are more sedentary Are a happy lot Are focused on sharing Are self-confident Source: Mintel 2014, Centers for Disease Control and Prevention 2014 LUST GLUTTONY GREED SLOTH WRATH ENVY PRIDE
  • 47. 45 How to connect with Gen Z?
  • 48. 46 Tech Innate: 5 Screens Think in 4D Judiciously Share (GeoLoco Off) Active Volunteers Blended (race & gender) Togetherness Mature Communicate with Images Make Stuff Have Humility Future Focused Realists Want to Work for Success Collective Conscious Tech Savvy: 2 Screens Think in 3D Radical Transparency: Share All Slacktivists Multi-cultural Tolerance Immature Communicate with Text Share Stuff Have Low Confidence Now Focused Optimists Want to be Discovered Team Orientation Don’t treat them like Millennials Gen Z Millennials
  • 49. 47 Gen Z Millennials Very Different Experiences and References Politics Media Communication Homosexuality is no longer considered a disease Portable media player The DVD, an optical disc computer storage media format is announced Instant messaging, a type of online chat, is released by Microsoft Mobile phones with the ability to send text messages Massachusetts legalizes same-sex marriage Commercial music streaming services The video-sharing website Youtube is launched Snapchat, a photo messaging app is introduced Smartphones with a multi-touch interface Telecommunications Music Don’t treat them like Millennials
  • 50. 48 Checklist for connecting with Gen Z 1. Depict them as diverse (ethnically, sexually, fashionably) 2. Talk in images: emojis, symbols, pictures, videos 3. Communicate more frequently in shorter bursts of “snackable content” 4. Don’t talk down… talk to them as adults, even about global topics 5. Assume they have opinions and are vocal, influencing family decisions 6. Make stuff — or help Gen Z make stuff (they’re industrious) 7. Tap into their entrepreneurial spirit 8. Be humble 9. Give them control and preference settings 10. Collaborate with them — and help them collaborate with others
  • 51. 49 11. Tell your story across multiple screens 12. Live stream with them — or give them live streaming access 13. Optimize your search results (they do their Internet research) 14. Talk to them about value (they care about the cost of things) 15. Include a social cause that they can fight for 16. Have your house in order (in terms of sustainability) 17. Help them build expertise…they want to be experts 18. Tease (think: ephemeral, puzzles, surprises and games) 19. Feed their curiosity 20. Feed them Checklist for connecting with Gen Z
  • 52. 50 Gen Z topics & interests: what we’re tracking… Economic Disparity Gender Equality & LGBT Rights Malala TECHNOLOGY ISSUES NEWS Mixed Reality Socialism & Communism MEDIA & CULTURE 3D Printing & Doodling School Shootings Total Solar Eclipse March 2015 Whisper Common Core Education Nationwide YouTube Stars Drones iPhone 6 Twitch Wearables Oculus Rift Global Warming Weather Refugees Cost of Education Loneliness Brazil & The World Cup Gaga in Space 2015 Girls in STEM Net Neutrality Back to School Elon Musk Texting While Driving Tuna the Dog Autonomous Cars Tuna the Dog Avatar 2 2016 Star Wars Episode VII 2015 Teenage Mutant Ninja Turtles 8/8 Hunger Games Mockingjay 11/21 Teen Choice Awards 8/10 Kids Choice Awards 7/17 MTV VMAs 8/24 Tarzan November Earth to Echo August 22 Jump Street June GEN Z 5
  • 53.
  • 54. Want to apply Gen Z insights to your business? We will continue to track Gen Z, adding a global perspective from our Scout Network (now in 11 countries) combined with international social listening. Stay tuned. Reach out to us if you want to explore how to apply these learnings — and future Gen Z insights — to your business. We can package Gen Z insights in a variety of formats, such as: • Customized “Meet Gen Z” reports, designed for sharing and educating • Immersive get-smart-fast-on-Gen-Z workshops   • Gen Z insights-to-applied-marketing round table discussions   • Bi-weekly “Gen Z Trend Pulses” — sharable newsletters on Gen Z culture and marketing opportunities 51
  • 55. 52 SOCIAL AGENCY PR AGENCY DIGITAL AGENCY SEARCH AGENCY EVENT MARKETING AGENCY ADVERTISING AGENCY agency of relevance - Social & Cultural Listening - Competitive Intelligence & War Gaming - Segment Analysis &Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content & Influencer Strategy - Editorial & Cultural Calendars - Macro Trend Identification & Quantification - Projecting Segments into the Future (Consumers of the Future) - Product, Service & Packaging Development - Business Model Design & Reimagination - Business Context Analysis - Futurism - Whitespace Identification - Brand/Partner & Acquisition Recommendations - Pre-Planned (70/30) Content Production - Online and Offline - Real-time Content Production - Real-Time Commerce - Social Media Content (short and long form) - posts, tweets, vines, videos, blogs, etc. - Community Management - Influencer Outreach - Channel Optimization & Fan Base Development - Analytics & Measurement - Real-Time Media Amplification cultural strategy at the core cultural intelligence innovation content & distribution powered by BRAND 5
  • 56. Sign up on our website to receive updates and future reports: www.sparksandhoney.com For more information: 212.894.5100 info@sparksandhoney.com @sparksandhoney facebook.com/sparksandhoney
  • 57. 54 IMAGE SOURCES 1. 9nong / Shutterstock 2. William Perugini / Shutterstock 3. Christian Bertrand / Shutterstock 4. Dragon Images / Shutterstock 5. Arina P. Habich / Shutterstock 6. gpointstudio / Shutterstock 7. mangostock / Shutterstock 8. Olesia Bilkei / Shutterstock 9. oliveromg / Shutterstock 10. “Adora Svitak, Writer, Teacher, Activist” by XPRIZE Foundation Flickr / Licensed under (CC BY 2.0). http://creativecommons.org/ licenses/by/2.0/deed.en_GB 11. “Logan LaPlante” by Bret Simmons Flickr / Licensed under (CC BY-NC-ND 2.0) https://creativecommons.org/licenses/by-nc-nd/ 2.0/ 12. mangostock / Shutterstock 13. OIlyy / Shutterstock 14. Rick Becker-Leckrone / Shutterstock 15. “Thunder Hill Elementary School Kindergarten Tour” by Howard County Library System Flickr / Licensed under (CC BY-NC-ND 2.0) https://creativecommons.org/licenses/by-nc-nd/2.0/ 16. meiunierd / Shutterstock 17. Goodluz / Shutterstock 18. Rawpixel / Shutterstock 19. Sunny studio / Shutterstock 20. ARZTSAMUI / Shutterstock 21. wavebreakmedia / Shutterstock 22. Monkey Business Images / Shutterstock 23. prudkov / Shutterstock 24. Goodluz / Shutterstock 25. Monkey Business Images / Shutterstock 26. “Teach/Learn” by Duane Schoon. Flickr / Licensed under (CC BY- NC-SA 2.0). https://creativecommons.org/licenses/by-nc-sa/2.0/ 27. Stokkete / Shutterstock 28. Mehmet Dilsiz / Shutterstock 29. Suzanne Tucker / Shutterstock 30. EpicStockMedia / Shutterstock 31. “Undercover” by Tom Woodward. Flickr / Licensed under (CC BY- NC 2.0). https://creativecommons.org/licenses/by-nc/2.0/ 32. Kiselev Andrey Valerevich / Shutterstock 33. N/A/ 34. “A (Snowy) Day In New York” by The All-Nite Images. Flickr / Licensed under (CC BY-SA 2.0). http://creativecommons.org/ licenses/by-sa/2.0/deed.en_GB 35. “Snapchat” by Kai Chan Vong Flickr / Licensed under (CC BY 2.0). http://creativecommons.org/licenses/by/2.0/deed.en_GB 36. Mahathir Mohd Yasin / Shutterstock 37. Monkey Business Images / Shutterstock 38. “Collaborative Networked Learning” by future.agenda. Flickr / Licensed under (CC BY-NC-SA 2.0). https://creativecommons.org/ licenses/by-nc-sa/2.0/ 39. mangostock / Shutterstock 40. “eStar en Gamergy 2014” by artubr / Flickr / Licensed under (CC BY 2.0). http://creativecommons.org/licenses/by/2.0/deed.en_GB 41.“First Meerkat App Stream From Helicopter Over New York City” by Anthony Quintano / Flickr / Licensed under (CC BY 2.0). http:// creativecommons.org/licenses/by/2.0/deed.en_GB 42. Ruslan Guzov / Shutterstock 43. “Childhood Obesity” by Gaulsstin. Flickr / Licensed under (CC BY- SA 2.0). http://creativecommons.org/licenses/by-sa/2.0/ deed.en_GB 44. Tish1 / Shutterstock 45. Ollyy / Shutterstock 46. Syda Productions / Shutterstock 47. racorn / Shutterstock 48. William Perugini / Shutterstock 49. William Perugini / Shutterstock 50. N/A 51. Syda Productions / Shutterstock