Gen Z is the most diverse, interconnected and progressive generation ever. They are also the most ‘un-American’ generation in history. Born between 1997 and 2012, Gen Z is projected to account for 40 percent of all consumers by 2020 (that’s right, this year).
Unlike any other generation before them, Gen Z has spent their entire lives connected to technology and therefore they have a different perspective on the world than previous generations.
If companies want to reach this new generation of digitally native consumers, they must understand who these people are as individuals: their values, beliefs, and behaviors.
That’s why we created this definitive guide to help you get inside the mind of a member of Generation Z:
| Takeaways |
|---|
| Generation Z is the demographic cohort following Millennials. |
| They were born between the mid-1990s and early 2010s. |
| Generation Z is highly connected and digitally fluent. |
| They are known for their multiculturalism and diversity. |
| Generation Z values authenticity and social causes. |
| They have shorter attention spans and prefer visual and interactive content. |
| Generation Z investors tend to be more risk-averse and value-driven. |
| They have a significant impact on various industries and drive changes in marketing strategies and product development. |
| Generation Z is reshaping workplace dynamics and adapting to new technologies. |
| They are the future of the workforce and hold immense potential. |
1. Generation Z Is The Generation After Millennials
Generation Z is the generation after Millennials. The Millennial Generation consists of individuals born between 1980 and 2000, while Generation Z consists of those born between 2000 and 2010.
This means that if you were born between 1990 and 1999, you’re a member of both generations a Millennial who also belongs to Generation Z.
Generation Z is the largest generation in history with over 100 million people making up its ranks worldwide (compare that to 80 million Baby Boomers). It’s also more diverse than previous generations:
40% identify as Hispanic or Latino, 12% identify as Black or African American, 28% are Asian or Pacific Islander, 4% identify as American Indian/Alaska Native, 1% are Native Hawaiian/Pacific Islander (NHOPI) and 2% identify with multiple races/ethnicities.
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2. Generation Z does not like labels
Generation Z is not a label. It’s a group of young people, and as people, they don’t like to be labeled. An individual can be born in the Gen Z age range and still have some traits that make them different from their peers (their generation).
That said, many characteristics can be shared by all members of Generation Z it’s just that these characteristics are fluid and change over time.
Generation Z is not just one thing or another; it’s also an individual who shares multiple traits with other individuals who were born in the same year and sometimes within 10 years afterward!
If you want to know about Generation Z, look at individual personalities rather than generalizations about this entire generation.
3. Generation Z Are Digital Natives
Today, there are more than 2 billion smartphone users worldwide. Generation Z was born into a world where cell phones were everywhere and texting was second nature.
They have never known a world without the internet and prefer communicating digitally to speaking face-to-face with others.
Because of this familiarity with technology, they are often referred to as digital natives. When compared to older generations who may be more reluctant to adopt new technologies or use them only for specific purposes (e.g., video conferencing).
Generation Z is far more comfortable using a variety of digital devices such as mobile phones and tablets for communication purposes (e-mailing, texting), information retrieval (search engines), and entertainment (social media).
4. Generation Z Is Diverse
Gen Z is the most racially and ethnically diverse generation in history. This means that there are more opportunities than ever before for young people to explore their identity, find the right place for them in society and make connections with others who share similar values.
Millennials have been criticized by older generations as being entitled because they were raised in a time when they felt entitled to things like health care and education. Generation Z has come of age during an economic downturn, which has given them a different perspective on life:
They know that not everything is available at their fingertips. They’re also more aware of social injustice than previous generations since high-profile events like 9/11 and Hurricane Katrina have shaped our country’s cultural landscape over the past two decades.
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5. Generation Z Has Never Known A World Without The Internet Or Smartphones
The generation that grew up with the internet and smartphones is called Generation Z. Millennials were born between 1982 to 2004, which means they grew up without those technologies. Generation Z has never known a world without the internet or smartphones;
These were simply part of their everyday lives from birth onward. These devices are essential for Gen Zers, who rely on them for everything from socializing to schoolwork to finding information about things like tax returns and recipes (or whatever else you want).
For example: if you’re looking at this article on your computer or phone right now, you’re probably part of Gen Z.
6. Generation Z Is Social And Connected
Generation Z is social and connected. They like to share, but they also like to communicate. Most of the time, these two things go hand in hand:
If you’re sharing something on social media, chances are you’re doing it because you want feedback from other people who can understand what it means to you or experience the same feeling that gave rise to this sharing.
Gen Z’s sense of community extends beyond their immediate friends and family; they are not just interested in engaging with people who look like them or live near them they are interested in connecting with anyone who shares their interests or values.
The result? Generations X and Y may have grown up thinking that the internet was a place for making friends, but Generation Z has taken that idea one step further by incorporating technology into all aspects of their lives.
From finding new restaurants nearby using Yelp reviews (or asking Siri), checking out movies together using apps like MoviePass (or MovieTickets), ordering dinner together using OpenTable reservations, even booking hotel rooms through Airbnb!
Gen Z doesn’t think twice about sharing photos on Instagram; they enjoy posting videos on YouTube; they read everything from ancient texts online via Google Books; they listen to Spotify playlists while studying for exams at night…the list goes on and on!
7. Gen Z Is A Big Consumer Group
Gen Z is a big consumer group. They have the largest spending power of any generation, and they’re more likely to spend their money on branded merchandise than previous generations.
Gen Z has a strong sense of community, so it’s important to appeal to them on that level; this includes participating in local events, supporting charitable causes, and generally getting involved in your local community.
Gen Z is an entrepreneurial bunch almost half of all Gen Zers want to start their own business by 2020. As such, businesses need to make themselves accessible for networking opportunities like internships or part-time work (if possible).
This will give you first dibs on hiring some fresh talent for your business – which is particularly helpful if you’re planning on growing as an organization!
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8. Gen Z Cares About Social Issues
You may have heard that Gen Z is more likely to be involved in social issues than any other generation.
You may even know that they’re more likely to volunteer and donate their time, money, and energy toward causes they care about and if you’ve been following the news lately, you probably know that Gen Z is also politically active.
Gen Z cares about social issues more than other generations because we grew up during some of the most significant shifts in America’s history. We saw our parents’ divorces become more common;
We saw gay marriage legalized; and we watched as our country became more diverse across ethnicities, genders and sexual identities. For many of us, these changes came as a shock or even a threat at first but eventually, they became part of who we are as Americans.
Today, Gen Z wants to make sure everyone has access to healthcare; immigrants are welcome here; LGBTQ+ people can marry whomever they love; racial reconciliation happens in America so everyone feels safe from violence;
Women get equal pay for equal work (like Michelle Obama said). These are all important parts of what it means for America to be strong again!
9. Generation Z Has A Different Approach To Work / Life Balance
While you may be used to thinking of “work-life balance” as something that happens outside of work, for Gen Z it’s a mindset that needs to be carried into every interaction on the job.
A 2018 study by Indeed found that Gen Z is more likely to switch jobs if they don’t feel like their current employer provides an environment where they can enjoy both their work and personal lives.
In other words, they want to feel fulfilled at all hours of the day not just when they’re in the office or logging onto social media during lunch break!
To this end, companies with flexible schedules and remote positions are increasingly appealing to Gen Z candidates because these employers tend to create an open culture where employees can work from anywhere as long as they get their tasks done well.
10. Gen Z Experiences New Brands Through Social Media First
While Gen Z experiences new brands through social media first, they’re also more likely to be influenced by advertising than any other generation, according to Cone Communications.
So what does this mean for you? It means that while your current marketing strategy may not be working, it could be because you’re doing it in the wrong way.
If you’re trying to reach Gen Z with traditional advertising methods like TV commercials and radio ads, then maybe you should try something different and more modern like reaching out on Facebook or Instagram instead!
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11. Gen Z Is Tech Savvy And Always Connected
You may have heard that Gen Z is the most connected generation ever. It’s true. The first time most Gen Zers came home from school, they found a smartphone waiting for them on the kitchen table, and their parents weren’t too far behind with an iPad or Chromebook in hand.
So it’s no surprise that they’re fast-paced, tech-savvy users who are constantly on social media and often connected via their phones.
If you’re wondering how this will affect your business (or if you simply want to know what your favorite young adult reads), there are some things to keep in mind:
12. Gen Z Wants To Make An Impact
One thing you may notice about Gen Z is that they’re more interested in making an impact than previous generations. According to a recent report by Goldman Sachs, millennials are more likely to be motivated by money and fame than Gen Zers.
While previous generations valued the traditional American dream of having a stable job and home of their own, Gen Z wants to pursue careers with meaning.
This means that they’re more likely to choose jobs that positively impact the world around them, such as being involved in healthcare or politics.
Gen Z also cares deeply about environmental issues like climate change (although we should note that this doesn’t mean they’re all going vegan).
A study conducted by SustainAbility revealed that 66% of 12-17-year-olds said they would buy food made from sustainable resources if it were available at their local grocery store a statistic shows how important protecting the environment is too young people today!
In addition, many teens say they want healthier options when it comes time for lunchtime or snack time at school.
This could be good news for companies like Hampton Creek Foods which want to provide plant-based alternatives like Just Mayo or Just Cookies Crunchy Peanut Butter Spreads!
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Conclusion
Gen Z is a generation that will be remembered for its impact on the world. We are constantly connected, we are diverse, and we love to get involved.
Though many people think of us as lazy or even entitled, it’s important to remember that often these views come from older generations who have been around longer than us and do not understand our desire to make change happen now rather than later.
We have seen multiple mass shootings occur in schools all over America while nothing has been done by government officials;
Therefore, it is obvious that there must be some kind of change made so no more lives will continue being lost at hands of others with different opinions on gun control regulations.
Further Reading
12 Things to Know About Gen Z Investors: Discover key insights into the investment habits and preferences of Generation Z investors.
The Anti-Millennials: 12 Things You Need to Know About Gen Z: Gain a deeper understanding of Generation Z and their unique characteristics that set them apart from previous generations.
Generation Z Facts: Explore interesting facts and statistics about Generation Z, including their behaviors, preferences, and influence on various industries.
FAQs
What defines Generation Z?
Generation Z, also known as Gen Z, refers to the demographic cohort that follows Millennials. They are typically born between the mid-1990s and early 2010s, and are known for being digital natives and highly connected.
How does Generation Z differ from Millennials?
While Millennials are often associated with technology adoption, Generation Z grew up with it from an early age. They are considered more diverse, socially conscious, and entrepreneurial compared to their Millennial counterparts.
What are some characteristics of Generation Z?
Generation Z is characterized by their digital fluency, multiculturalism, value for authenticity, and emphasis on social causes. They are also known to have shorter attention spans and a preference for visual and interactive content.
How does Generation Z approach investing?
Generation Z investors tend to be more risk-averse and value-driven. They are attracted to sustainable and socially responsible investment options and seek financial advice from trusted sources.
How does Generation Z impact industries?
Generation Z’s consumption patterns and preferences have a significant impact on various industries. They are known to be early adopters of new technologies, driving changes in marketing strategies, product development, and workplace dynamics.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.