The

Generation Z
- overview study-
Made within the framework of the TMOP 4.2.3. - Science
Communication with the generation Zproject

edited by | Eszter Pl

2013.



Pcsi Tudomnyegyetem
Cm: 7622 Pcs, Vasvri Pl u. 4.

Telefon: +36 (72) 501-500
info@pte.hu
E-mail:
Honlap: www.pte.hu
Foreword

The fundamental purpose of the TMOP-4.2.3-12/1/KONV-2012-0016 "Science

Communication to generation Z" project is to present people of young age (15-24) who are
living in the vicinity of the University of Pcs the mentioned organisations achievements and
the values in its continued scientific work.
The research is justified by the fact that the young generation has a unique language,
communication style and tools, therefore, their activation, and communicating with them
can only be successful if you get to know their characteristics and, we approach the target
group accordingly. Young people are often not aware of academic work at the university, so
it is absolutely necessary to inform them and show the career choices related to the
university and also encourage their involvement in higher educations.
The project intends to reveal an extensive knowledge about the effective
communication with generation Z, and it is also highly effective in contribution to the
stakeholder's career shaping. This project knowledge - which contributes to the exploration
of the 15-24 age segments behavior, values and also helps activating them - is widely
available, helping other programs targeting the young generation with success.
This study has been made to provide a frame of reference and to facilitate the
understanding of the projects final results. We hope that this writing is equally good insight
on professional knowledge about the generation for persons interested in the project and
researchers, as well. We also hope that the results of other, earlier, independent studies will
motivate the readers for further research.
 1. Generation researches
We can only speak of this aspects research from the 20th century. Nowadays we know of
many approaches to the generational researches, but we cannot avoid the segmentation
about the age or birthyear typed methods.
Howe and Strauss (2000) lists three criteriums, with which we can better define a
generation rahter than using its birth year. The first trait is the perceived membership, which
means, that the individuals sense that they are in the same group with others The shared
beliefs and behavioral forms, like the attitude towards the family, carreer, religion or politics
are also determinative factors in a generations shared thought. All those decisions we make
during or life connected to marriage, job, etc. all describe a generation better than their date
of birth. The authors say the third factor is the shared history, this shared is history
described as the main historical events and nodes, that occured during the generation
members young or pubic years, creating a deep impact on the rest of the group members
lives. The concept generation is described by McCrindle and Wolfinger (2010) as, the
group of individuals, who are born in the same historical age, they are in the same life
period, and because of this they were influenced by the same technology and experiences.
(McCrindle, Wolfinger, 2010)
There were always huge differences between the differing generations. This comes
from, that the different generations have a really diverse value judgement. The scientists
discovered soon, that it is worth to examine those effects, that make all generations so
different from each other. Many researches make the cohors experiences defined by
Churman and Smith 1997- responsible for the generations differing values, and the
culmination of the related behavioural forms. These cohors experiences are linked to place
and culture, but as cliche, globalisation makes these factors less and less determinative in
the way we think about generations. A good expression of cohors experience is e.g. a literary
work, music style, major political and historical event or even a movie. These outstanding
cohors experiences make a great impact on the generations further lives. Trcsik (2011)

2. Brief description of each generation

The following table shows the main features and relation of the five different generations.

Baby Boomers Generation X Generation Y Generation Z Generation
(Hippies and (Latchkey Kids) (Millenial (Digital Natives) (Google Kids)
Yuppies) Generation)
Key Characteristics
Born post- Born into a Born into a Born into a world Born into a
World War II in world world marked by facing challenges world newly
an increasingly witnessing a increasing inter- such as terrorism emerging
optimistic and strong trend regional and and environmental from
financially toward divorce inter-community concerns widespread
stable world and economic conflicts Witnessed economic
Witnessed uncertainty Witnessed widespread use of slowdown
several Observed the emerging digital electronic gadgets Expected to
important popularity of technologies like and digital be more
social changes the disco and instant technologies like techsavvy,
Womens hip-hop culture, communication the Internet and educated, and
Movement, and via email and social networking materialistic
Civil Rights technologies text messaging sites than previous
Movement, such as cable (SMS) Characterized as generations
Vietnam Peace TV and video Characterized as techsavvy, globally
Movement, etc. games optimistic, connected (in the
Increased Characterized techcomfortable virtual world),
prosperity led as individualists , styleconscious, flexible and
to growing and skeptical of and brand loyal smarter, and
consumerism authority tolerant of diverse
Characterized cultures
as idealistic and
competitive
Table 1. The reltionship of generations
Source: Grail Research, 2011

The first important generation is the veterans, also known as generation of builders.
Members of the group were born in the 1920-1930's. They are the ones who lived through
the period of the "Great Depression", fought in the World War II, and grew up in a world
where people still had only one job at the end of their lives. According to Mackey (1997)
they can be considered lucky, because they exerienced the calm years of the post war era.
The group has reluctance for today's information world, and growing unemployment.

 The generation of Baby Boomers, born after the Second World War. This goup is
named after the increased birth rates that marked their arrival. In Hungary, the generations
life was greatly defined by socialism. The groups frame of mind is determined by that
systems value, as authoritarianism not only appeared in their work, but also in the way they
raised their children. (Tari, 2010)
Members of this group got accutomed in their younger ages, that they can achieve
everything with hard work, so their morale is still hardly determined by the respect of rules
and work. (Kovach-Kuczi, 2006)
Generation X means those who are 38-40-50 nowadays. Members of this group have
been involved in the rapid development of information technology, the computer is not a
stranger to them, but most of them still insist on hand-writing and callign on telephone
instead of the e-mail. Generation Xs members accept harder the new technological
achievements than the later generations, but they can renew themselves, and adapt much
easier to the faster life than previous generations.
The members of Generation Y were born between 1970 and the early 2000s. A
typical trait of the group is the madness for practicality and technology, because they
largely met with these things at school.
They tend to live for today and not plan on the long term. They are particularly tied to
their friends with whom they keep in touch through the social web. They easily establish a
connection and acceptance with foreigners and accept cultural differences. (McCrindle -
Wolfinger 2010).
It is true for the rest of their lives, there is a tendency to readily accept the change, as
they grew up in the age of change. However they are not considered to resign, rather their
imply the change themselves.

3. The definition of generation "Z"

In the scientific literature there are many examples to differentiate the main describing
factors of generation Z. We know of a research, where they mark the beginning from 1982
(William Strauss and Neil Howe 1991), where others segment people born from 1991 to
2010. The term Generation Z comes from Annamria Tari (2011), but other practicioners use
many other titles to label this age group.

 Oblinger and Oblinger (2005) calls this group post millenars because of their birth
times, while other approaches emphasize that we should rather inspect their behaviour.
Most of their associated names come from the way they use media, such as Facebook
Generation, digital natives (Prensky 2001), zappers also known as switchers, instantly
online age group, (Mutte 2004), dotcom children, netgeneration, Igeneration. Because of
these aforementioned traits they are often called as C generation, where C stands for
Connection, they are also called as D, for Digital, but even R, for Responsibility (Heckenberg-
McDuff-Smith-White, 1991)
A special feature of today's generation is that they crossed the global, social and
socio-economical borders more than ever. Due to globalization, the lives and behavior of
young people living in different parts of the world, are affected by the same events,
processes and trends. They watch the same movies, and many times the same global brands
define their lives. In addition to that the same influences shape them, they are connected
through the Internet (McCrindle, Wolfiger, 2010).
They have a strong sense of civic responsibility and due to the vast amount of
information avaible for them, they are aware of our worlds most important problems, such
as terrorism, economical depression, climate change as well as environmental issues. (Grail
Research, 2011)
A generation is characterized by a kind of duality. Despite being they understand the
Internet well and get smarter also become more intelligent as well as they soon can use the
newly developed technologies, their emotional inventory doesnt develop as fast, and they
keep being mentally children. (http://www.print-publishing.hu)

4. Customer and consumer behavior and motivation of the generation Z

In a marketplace thats evolving from product-driven to customer-driven, understanding

the fundamental needs, values, icons and historical experiences of the various generations
to whom we hoe to market is more critical than ever. Generational mindsets and feelings are
major factors in determining what and how consumers buy, and therefore in developing an
effective marketing strategy. (Ann A. Fishman,1998, p. 1.)
Generation Z members have a buying power of 43 billion in dollars per year. The most
sought products are video games (31%), followed by clothing (20%), and as the result of
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impulse purchases, products such as candy, gum and chocolate. The generations consumer
basket is composed of electronics with an amount of 10% of the total, while music and book
acquisition is also rated at 10%. The games are also included in the best-selling products with
9%.
Although the group has a strong purchasing power, generation members do not make
their own decisions on buying. Research suggests that the studied age group is much more
attached to their parents than previous generations. This much closer relationship between
parents and children partly explains that members make their decisions mostly together
with their parents. (Grail Research, 2011).
As examining consumer behavior in the Gen study revealed an important aspect, that
individuals in the group rather choose experience based promotion than traditional social
media campaings in the last few years. They feel better themselves in a customer situation
where it is possible to taste and experience the product and can take part in promotional
sporting events, participate in sweepstakes in stores, etc. (businessonmain.msn.com).
Several studies have shown that for certain products, large differences can be
observed in terms of generations. One took place in 2003, by interviewing 385 persons in a
Hungarian research (Mria Trcsik, Generational Marketing) about consumer behavior
related to drugs, phamraceutical products, attitudes about medicines as well as medical
product consumptional characteristics. The research revealed that the youngest and oldest
generations mostly buy medicines for themselves, while this is not true for those who are in
their middle-age.
In a survey conducted in 2006 (Mria Trcsik, Generational Marketing) the
researchers focused on the generations clothing habits and wardrobe assessment. The
study has concluded that consumption differences arise from mainly the differences
between the sexes rather than the generational differences. In the former case, therefore,
the gender gap was greater than the generational differences, but we can see that there are
plenty of counter examples in literature.
For example, the research for clothign colours have been completely different. A
survey in 2004 (Mria Trcsik, Generational Marketing) examined the associations related
to the colours. The investigation revealed that the older the person, so the closer you are to
the veteran generation, the more he or she avoids the shrill colors in private and social

environment as well. The young generation wear black, if they are in a difficult life situation,
while the middle-aged and older generations prefer to show off their grief in grey. The
colour of disease for older people, is black, while the middle agers and youngsters stay with
grey. The young people at the same time find grey old-fashioned, unlike the elderly who say
the same about brown color.

5. The generation "Z" and the brands most important marketing

implications

Modern companies use the Grail Research Companys "Consumers of Tomorrow: Insights
and Observations About Generation Z 'study (made in November 2011) to establish a
technology based marketing channel to reach the targeted segment effectively, e.g. texting,
mobile internet, social networking portals, etc..

According to the study these characteristics define marketers aiming for Generation Z:

1. Struggle to obtain the attention

Looking at the generation of behavioral marketing, the following conclusions have been
drawn:
The game time is still popular, but the play itself is done in other forums,
Increased comfort and addiction leads to ever-younger users of electronic devices
and increase in demand for such products. Companies therefore need to capture
the users in their younger ages.
Because of the generation members spend considerable time online, these online
strategies have to be applied to achieve success:
o New channel marketing and sales (such as interactive online media portals)
o Virtual World Based Marketing
o Detailed product information and ensure ease of online shopping.
2. Design
Marketing Implications:
Easy to use and simple platforms to ensure the generation members, because they
correspond to their spinning, information-rich lifestyles.

 Multifunctionality is a highly deserved factor and consumers of this generation are
willing to pay a higher price for such products.
3. Social Responsibility
The members of the generation are born in an environmentally conscious world, where it is
not allowed to waste the water and the oil resources, because the utilization of natural
resources is extremely high. Therefore, they have a developed social responsibility, more
powerful than other generations have.

Marketing Implications:
It is expected from generation Z to highly value and rate the brands environmental
footprints (carbon-dioxyde footprint).
Companies should orientate towards green products, it is necessary to insert these
items in their product portfolio, if they wish to speak to this generation.
For this generation community programs and communication affect product
purchase as well as the product itself.
4. Continuous net connection
Through constant online presence generation Z is easily accesible with different marketing
channels.

Marketing Implications:

The generation uses more marketing channels, than in the past, companies should
also incorporate these channels to their marketing strategies.
The generation can continuously and quickly adapt to the latest technologies so
that businesses constantly have to think one step ahead to properly serve their
needs.

According to researches (Barrenechea, 2012) successful brands aiming for the Zs in

addition to be environmentally conscious have to have the following properties:

1) Digitalized

The generation "Z" members have grown up on iPods, SMS, Facebook, smart phones and
YouTube. Internet is a part of their everydays, it is important that the brandmust be present
in the digital world, or it is in the danger of avoiding the attention of young people.

2) Mobile

It is important that the brand is also available on their smartphones wherever they are as
they are a generation, which likes to use their phones to search for information.

3) Interactivity

Entertainment is important for young people. Marketers should incorporate as much

interactive tools as possible to sore a smile on the users face.

4) The instant

The group aims to fulfill their needs immediately, to this end, constant and immediate
communication is desired. You have to entertain and reward them.

5) Community

Generation "Z" keeps in touch with their friends on the social networks, so they login many
times a day to see, if any news are available. So it is important for brands to be avaible on
social networking sites.

6) Complexity

Because of the extremely large number of information they are exposed to young people
know many things. Of course, only the specific areas they are interested represent a deeper
knowledge, in spite of this, a well-established and credible communication can reach them.

6. The future employee

It is already observed that a new work culture is emerging, which is partly the result of the
increasing technological innovations. By the time this generation will grow up, itll be
possible to work from anywhere in the world, by using Internet and mobile technologies.
This generation grows up in a world where it is natural that anyone can be contacted at any
time, and the majority of people are online.
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 The job swapping is natural for the generation "Z", as often as they feel the need to
move on they do it whitout hesitation, they dont worry about the posssibility that they
wont get payed. They are mainly characterized in the world of work by a really practical
approach. Proactive at work, courage, dare to cut into new things, and to have a major
bearing capability these are their main traits. They are characterized, to strive not only for
taking their individual ideas into action, but they will work together in cooperation by
keeping in sight the interests of the community.
Researches have shown that in the future, "Freeter" type of employee will become a
trend: they are less attached to their workplace, can work in several places at once, and
their main goal is self-success. Theyre more difficult to be integrated into a single
organization, they desire their dreams and desires to be achieved. "(www.hrportal.hu)

7. Behaviors related to technology, media attitudes
Several studies have demonstrated that age is the strongest variable that explains the
computer and Internet useage. In parallel, it is concluded that the level of competence of
digital literacy, computer and Internet use with increasing age of the user, declines.
The Pew Research Center examined each generations Internet usage habits.
According to the research (in. Trcsik 2011) it is stated that the generation "Z" is using the
Internet most for e-mail and search, often watching videos and seek health information,
related to the other age groups they dont read fewer news or buy online. In instant appears
only at this generations usage repertoire.
It is important that members of this generation are multitasking consumers who
want a device that will allow them to be able to do more things at once. At the same time
they are able to listen to music while studying, writing e-mail, chat, discuss, and possibly
arrange a meeting with friends. According to some studies (Business Asia, 2011) the buyers
are willing to pay more money to reach products which are broad-featured, more suitable
for multitasking. The question in the case of the generation that they appear as a customer,
or is it that they just have a strong role in influencing the purchase, but definitely they prefer
these types of products in their consumption.
In Europe children get a mobile phone in the age of 8 on average and this leads to
that they become technology dependent in a very young age. It is revealed in the Ipsos Kid.
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Comm 2 research that in 2012, 59% of the children 8-14 years of age had owned a cell
phone, this proportion did not change over the years. From all this, it could be inferred that
the use of mobile phones is strongly linked to the age. Cell phone penetration of the older
children was 75%. The research found that 84% of children use the phone to make photos,
54% of them are listening to music or playing games on their mobile phone. MMS is sent by
only 15% of the children, but the radio is listened by 31% regularly on phone. The Internet
usage is even smaller it appears as only around 14% of them use their phones for such
purposes.
Despite the fact that young people like to watch TV, advertisements targeting them is
not the best used on television or radio. The group watches television as a tool rather for
entertaining than as an information source. They obtain information much more from the
Internet. The aforementioned channels can not be completely forgotten, since they can be
good for an additional medium because, the radio advertising is able to attract attention. In
case of printed media with the exception of youth magazines it is specific that the
parents are exemplary, since their newspapers are mostly read by young people too. This
influence with the growing of age decays gradually. (Ipsos, Kid.Comm 2 research)
As has been told many times, the role of the internet in this age group is especially
important, therefore, it is considered to be the most effective medium to reach young
people.

8. Conclusion

Despite, the most typical traits are the same in the individuals of this generation as these
were shown in the sections above some research (e.g., Grail Research, 2011) has already
moved over generation "Z", and they divided members of the group into two sections.
The first section reviews the older generation members include people who are almost
to be considered an adult. Many of them are working and lived through the era when
digitalization just started. They witnessed the wake of social media, the proliferation of
touch screen devices. They grew up during the explosive development of information
technology, but they can remember from the time when they were little kids and there was
no internet. Individuals of the group have developed a generation features, such as technical
skills, flexibility, knowledge, growth and tolerance for different cultures.
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 The following period means the younger "Z"s, who were born in the existing digital
world. They think online presence is natural, since they dont know how to live without the
internet literally.
Researchers outlined the boundaries of the next generation too, and it is believed
that children born between 2010 and 2020, make up the so-called alpha generation. It is
assumed that the youngest generation, will be much better educated than those who
preceded them, but they will be also more materialistic.
Many people label the members of the generation as the "Great Generation", and they
consider the age group as they can make the world better in an altruistic way. This idea is
certainly based on that the net-generation grew up in an environment where they face
environmental disasters and crisis on a day to day basis, and they know that they need to
take care of non-renewable natural resources. The group accepts themes related to
environment and organic products too.
It is worth to think a bit more: are those aforementioned members of the "great
generation" born at all, or will they ever exist? Even more, if they are born, are they going to
be the part of Generation Z?

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