Introducing Generation Z!

The Z’ers are here, and they’re ethically minded, fluent in social media, and the most web savvy of all of us.

There’s a new kid on the block: Generation Z. The millennials may have dominated the conversation for years, but these youngsters are coming up fast: these are the demographic currently aged 12 to 19. They have their own habits, needs and wants in the digital world, and businesses will need to get to grips with these as the Z’ers start entering the workforce.
Luckily for interested parties, a large study by J Walter Thompson Innovation Group sheds some light on the issue. The researchers spoke to 1,000 people aged 12 to 19, spread across London, Los Angeles, San Francisco and New York, and found some interesting headline trends:
86% use the their smartphones several times a day
83% say it’s important to save money for the future
82% say they don’t care about sexual orientation
70% watch YouTube content for more than two hours every day
67% would rather shop on the high street than on the internet
Let’s take a closer look at what we can expect from the generation coming after the millennials:
Generation Z are ethically minded
This generation want to deal with businesses who understand they play a role in wider society, not just within their own company or industry. For example, food retailer Chipotle caters to this need by highlighting how it maintains ethical standards while sourcing its food, and how it supports sustainability efforts.
Generation Z believe in the power of social
This generation grew up on the internet in a way that no previous generation has, and they’ve seen how social media can play a part in creating change. “Generation Z believes in social as a real driving force for change – this is particularly important for brands to understand when targeting this age group,” Marie Stafford, planning foresight director at J Walter Thompson Innovation Group, wrote on the WallBlog. She pointed to how Johnson & Johnson launched a skincare campaign called #SeeTheRealMe. One video from the campaign featured a transgender 14-year-old girl, which has been viewed almost 4.5 million times.
Generation Z are selective with their loyalty
This generation will try new things on the internet at the drop of a hat. But just because you get them through the door doesn’t mean they’ll stay: over half of the survey respondents said they’d abandoned at least one social media site already in their short lives, citing their reasons as being “bored”. Or worse: their parents started using it. But this isn’t necessarily a sign of impatience or poor attention span: “[Z’ers have] grown up in a world where their options are limitless but their time is not. As such, Gen Z have adapted to quickly sorting through and assessing enormous amounts of information,” Jeremy Finch of the Altitude consultancy wrote in FastCoExist. “Once something has demonstrated attention-worthiness, Gen Z can become intensely committed and focused. They’ve come of age with an Internet that’s allowed them to go deep on any topic of their choosing and learn from like-minded fans.”.
Generation Z won’t be fooled online
A positive aspect of this generation’s natural affinity with the internet is how they’re least likely than any of us to be tricked. Z’ers grew up with mobile phones, and know full well how technology can be used for bullying. The study showed this generation is very clued up about the potential risks of sending revealing photos, for example, and 82% say they “think very carefully” about what they post on the internet. The latter number may also be reflective of Z’ers’ role as their own brand managers; no one understands better how to curate an internet presence. “Gen Z are under immense pressure to simultaneously manage their personal and professional brands to help them fit in while also standing out,” said Finch. While this can translate into hours spent curating the perfect Instagram shots, Z’ers are also aware how millennials have been negatively stereotyped. Concluded Finch: “As a result, they want to be known for their ability to work hard and persevere offline.”.