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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. 

Marketer...
There is a population tsunami approaching
3
Source: U.S. Census Bureau, 2012 (via Mintel 2014)
Millennials
( 20-37 )
24.5%...
They influence household purchases
4
84%
74%
73%
69%
65%
60%
55%
52%
32%
29%
Toys
Apparel
The week’s dinner menu
Entertainm...
A generation with disposable income
5
Gen Z receive $16.90 per week in
allowance which translates to
$44 billion a year
So...
They love to shop, especially online
6
45%
Clothes
Toys
Online games
Offline games
Books
Electronics
Music
Fashion accessori...
They are eager to start working
7
Source: Study called “High School Careers” by Millennial Branding and Internships.com
vi...
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 ’...
Social listening reveals that Gen Z are determined
to “make a difference” and “make an impact.”
Social entrepreneurship is ...
…this is how Gen Z took over…
10
Name: Adora Svitak

Fame Age: 16
Profession: Activist, author and
advocate for education ...
…and this is the new norm for Gen Z
11
Name: Logan Laplante 

Fame Age: 13

Profession: Advocate for DIY education

His 20...
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 deve...
They learned that traditional choices
don’t guarantee success
14
They witnessed the struggles
of Millennials (think: older...
Their education system focused on inclusive
classrooms and differentiated instruction
15
They were raised in an American
ed...
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-st...
There is much greater diversity
amongst teens and tweens
18
Research shows that multiracial children
tend to be high achie...
19
Traditional gender roles have been challenged
Gender roles and norms are
blurring, which may make it harder
for Gen Z t...
Parenting styles have shifted
20
With studies showing the adverse effects of
helicopter parenting, parents of Gen Z have
be...
They live in multi-generational households
21
Gen Z have been raised in larger, extended
households as retired grandparent...
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
Governm...
Entrepreneurship is in their DNA
Surrounded by DIY education and crowdsourcing,
these teens dream of self employment. They...
More than 90,000 students enrolled in grades 5-12
have the exceptionally rare entrepreneurial talent
to help create more j...
26
They seek education and knowledge
Researched online
Watched lessons
online
Worked on a project
with classmates online
T...
27
They use social media as a research tool
52%
of teens use YouTube or
other Social Media sites for a
typical research as...
They multi-task across 5 screens
28
Age (13-17) Age (8-12)
TV
Cell/mobile phone
Laptop computer
Desktop computer
iPod or o...
Their attention spans are getting shorter
29
Gen Z are the ultimate consumers of snack
media. They communicate in bite siz...
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...
They lack situational awareness
31
Source: Pew Research, 2012
Teachers say that Gen Z lack situational
awareness, obliviou...
As Social Media natives, attuned to NSA
surveillance issues, they are more
concerned about disabling their phone’s
geoloca...
They communicate with symbols
33
Source: Pew Research, 2012
Gen Z speak in emoticons and emojis.
Symbols and glyphs provid...
They communicate with speed
34
Source: Pew Research, 2012
68%of teachers think that
digital tools make students
more likel...
35
Source: AFP News Report, via MarketingCharts 2013
Twitter Facebook Instagram Tumblr Google+
27%
30%
26%
42%
33%
23%
12%...
36
They love the ephemeral and rarity
Gen Z are drawn to social media which
disintegrates and self-destructs. They
suffer f...
They spend more time with computers
37
Source: WebMD (CDC Survey 2014)
41%Of Gen Z spend >3 hours
per day on their compute...
Their social circles are global
38
Source: JWT Intelligence and Pew Research center
81%of online teens use some
kind of So...
They are hyper-aware and concerned
about man’s impact on the planet
39
Source: Unilever Project Sunlights How Children Ins...
They are less active
40
This generation is much less active than
previous generations. In some cases, sport is
viewed as a...
They live-stream and co-create
Gen Z gravitate to live-streaming
media, such as Twitch and Ustream.
Two-way live-streaming...
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
Millennial...
Teen obesity has nearly tripled from
1971-2010, now stabilized at around 18.4%
Teenage boys are more likely than girls to ...
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...
45
How to connect with Gen Z?
46
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco Off)
Active Volunteers
Blended (race & gender)
Togethernes...
47
Gen Z Millennials
Very Different Experiences and References
Politics
Media
Communication
Homosexuality is no
longer cons...
48
Checklist for connecting with Gen Z
1. Depict them as diverse (ethnically, sexually, fashionably)
2. Talk in images: em...
49
11. Tell your story across multiple screens
12. Live stream with them — or give them live streaming access
13. Optimize...
50
Gen Z topics & interests: what we’re tracking…
Economic 

Disparity

Gender

Equality & 

LGBT Rights
Malala
TECHNOLOGY...
Want to apply Gen Z insights to your business?
We will continue to track Gen Z, adding a global perspective from
our Scout...
52
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT
MARKETING
AGENCY
ADVERTISING
AGENCY
agency of relevance
- So...
Sign up on our website to receive updates and future reports:
www.sparksandhoney.com

For more information:
212.894.5100

...
54
IMAGE SOURCES
1. 9nong / Shutterstock
2. William Perugini / Shutterstock
3. Christian Bertrand / Shutterstock
4. Dragon...
They lack situational awareness 31
They lack situational awareness 31
They lack situational awareness 31
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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.

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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.

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