Generation Z:

Do You Know Who They Are?

Generation Z Lots of time has been spent studying and targeting Millennials, people born between 1980 and 2000, but look out, Generation Z is quickly making their presence known. With nearly 26% of the current U.S. population less than 19-years-old, this “Generation Z” takes a different look at life and responsibility, according to a recent study by NY-based marketing agency Sparks & Honey.

Generation Z:

  • Wants to change the world to make it a better place.
  • Intends to work for themselves as entrepreneurs.
  • Multitasks across five different screens in one day – television, laptop, desktop, phone, iPad/tablet
  • Receives a total of $44 Billion a year in allowance.

So, how do you connect with this generation?

  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
  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)

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