Meet Generation Z

Forget Everything You Learned

About Millennials
Image Source: National Geographics October 2013,125th anniversary issue
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
http://1.bp.blogspot.com/-is5O_yDhp1I/TZTRKbOfvII/AAAAAAAAAZQ/P4Idp6IyidA/s1600/pulpction.jpg
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There is a population tsunami approaching
4
Source: U.S. Census Bureau, 2012 (via Mintel 2014)
http://time.com/6693/coming-soon-to-your-ofce-gen-z/
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
Americas population
belongs to Gen Z, and with
each birth, the segment is
growing.
361,000
Approximate number of babies
born in the world each day.
They inuence household purchases
5
http://time.com/6693/coming-soon-to-your-ofce-gen-z/
84%
74%
73%
69%
65%
60%
55%
52%
32%
29%
Toys
Apparel
The weeks dinner menu
Entertainment
Family vacation
Family cars
Home furnishing
Computer
Cell/mobile
TV
Percentage of moms who feel their Gen Z child is
inuential when purchasing the following
Source: JWT Intelligence 2012
A generation with disposable income
6
Gen Z receive $16.90 per week in
allowance which translates to
$44 billion a year
Source: Mintel 2013 Activities of kids and teens.
They love to shop, especially online
7
45%
Clothes
Toys
Online games
Ofine games
Books
Electronics
Music
Fashion accessories
Shoes
Movies
Sports equipment
Beauty products
55%
46%
54%
53%
47%
44%
56%
47%
53%
47%
53%
50%
50%
43%
57%
45%
55%
53%
47%
40%
60%
49%
51%
Ofine Online
Percentage of Gen Z who prefer shopping online vs. ofine
Source: JWT Intelligence 2012
They are eager to start working
8
Source: Study called High School Careers by Millennial Branding and Internships.com via
entrepreneur.com
http://time.com/6693/coming-soon-to-your-ofce-gen-z/
55%
of high school students feel
pressured by their parents
to gain early professional
experience
Parents of Gen Z encourage their children
to nd jobs early and independently
without their help.
4 in 5
high school students
believe they are more
driven than their peers
They are mature and in control
9
89.1
Teen Birth Rate
(per 1,000 women age 15-19)
72
60
40
20
1.3
80
60
40
29.4
1950 60 70 80 90 00 2010 1980 85 90 95 00 05 2010
Alcohol
Marijuana
Cigarettes
Cocaine
Use of Illicit Substances
(Among high school seniors)
!"#$%&' Centers for Disease Control and Prevention via )"*+%",: WebMD (CDC Survey 2014)
25%
of Gen Z teens say they
were in a physical ght 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
10
Source: U.S. Department of Labor, 2013,
http://time.com/6693/coming-soon-to-your-ofce-gen-z/
26%
of 16-to-19 year-olds are
currently volunteering
This is what Millennials started
11
Name: Mark Zuckerberg
Fame Age: 20
Profession: Internet Entrepreneur
this is how Gen Z took over
12
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
13
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?
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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 4
American children
are living in poverty
They learned that traditional choices
dont guarantee success
16
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
17
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.
18
Nature vs. Nurture: Gen Z had a unique childhood
Multiracial children is the fastest
growing youth group in the US
19
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
20
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 ve years, the
fastest growing population in
the US
21
Traditional gender roles have been
challenged
Gender roles and norms are
blurring, which may make it harder
for Gen Z to nd 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
22
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
23
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 afnity 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
How are Gen Z remarkably different?
They worry about the economy
25
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.
26
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.
27
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
They seek education and knowledge
Research 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 done the following:
Source: JWT Intelligence 2012; Edudemic survey
1 in 2
Gen Zers will be university
educated (compared with 1
in 3 for Millennials and 1 in 4
for Gen X)
29
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
30
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
31
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 sec
is 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 lm is their normal. Ultra slow motion and hi-
speed video is their standard.
32
They think spatially and in 4D
2005
is the year that Google
Maps launched with its
satellite and zooming
functions
They lack situational awareness
image source
33
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 phones
geolocation than their privacy settings.
Gen Z are drawn to incognito media such
as Snapchat, Secret and Whisper.
34
Source: Facebook Social Ads Platform (Potential Reach), 2013
They dont want to be tracked
25%
of 13-17 year-olds left
Facebook in 2014
They communicate with symbols
image source
35
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
image source
36
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.
Theyre accustomed to rapid-re
banter and commentary. As a result,
Gen Z are not precise
communicators and leave a lot of
room for interpretation.
37
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 ndings
They communicate with images
Percentage of Gen Z using social media
38
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
39
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
40
Source: JWT Intelligence and Pew Research center
81%
of online teens use some
kind of Social Media
26%
of Gen Z would need to y
to visit most of their social
network friends
They are hyper-aware and concerned
about mans impact on the planet
41
Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence
80%
know about mans impact
on the planet
9 of 10
continue to feel optimistic
about their own future
7 of 10
feel 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 mans
impact on the planet
They are less active
42
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.
43
Source: JWT Inteligence
#1
live-streaming platform in
the world is Twitch, which
features live video
gameplay, news and chat
44
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 Groups 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%)
45
Unfortunately, theyre 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
46
A Different Set of Vices
LUST
GLUTTONY
GREED
SLOTH
WRATH
ENVY
PRIDE
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-condent
Source: Mintel 2014, Centers for Disease Control and Prevention 2014
47
How to connect with Gen Z?
48
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 Condence
Now Focused
Optimists
Want to be Discovered
Team Orientation
Dont treat them like Millennials
Gen Z Millennials
49
Dont treat them like Millennials
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
50
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. Dont talk down talk to them as adults, even about global topics
5. Assume they have opinions and are vocal, inuencing family decisions
6. Make stuff or help Gen Z make stuff (theyre 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
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Checklist for connecting with Gen Z
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 ght for
16. Have your house in order (in terms of sustainability)
17. Help them build expertisethey want to be experts
18. Tease (think: ephemeral, puzzles, surprises and games)
19. Feed their curiosity
20. Feed them
52
Gen Z topics & interests: what were 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
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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
-mmersive 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
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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 identication
- Channel Analysis
- Content & Inuencer Strategy
- Editorial & Cultural Calendars
- Macro Trend Identication &
Quantication
- Projecting Segments into the
Future (Consumers of the Future)
- Product, Service & Packaging
Development
- Business Model Design &
Reimagination
- Business Context Analysis
- Futurism
- Whitespace Identication
- Brand/Partner & Acquisition
Recommendations
- Pre-Planned (70/30) Content
Production - Online and Ofine
- Real-time Content Production
- Real-Time Commerce
- Social Media Content (short and
long form) - posts, tweets, vines,
videos, blogs, etc.
- Community Management
- Inuencer Outreach
- Channel Optimization & Fan Base
Development
- Analytics & Measurement
- Real-Time Media Amplication
cultural strategy at the core
cultural
intelligence
innovation
content &
distribution
powered by
BRAND
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Proven methodology
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advantage of cultural
moments.
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