Generation Z:
Do You Know Who They Are?
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?
- Depict them as diverse (ethnically, sexually, fashionably)
- Talk in images: emojis, symbols, pictures, videos
- Communicate more frequently in shorter bursts of “snackable content”
- Don’t talk down… talk to them as adults, even about global topics
- Assume they have opinions and are vocal, influencing family decisions
- Make stuff — or help Gen Z make stuff (they’re industrious)
- Tap into their entrepreneurial spirit
- Be humble
- Give them control and preference settings
- Collaborate with them — and help them collaborate with others
- Tell your story across multiple screens
- Live stream with them — or give them live streaming access
- Optimize your search results (they do their Internet research)
- Talk to them about value (they care about the cost of things)
- Include a social cause that they can fight for
- Have your house in order (in terms of sustainability)
- Help them build expertise…they want to be experts
- Tease (think: ephemeral, puzzles, surprises and games)