If Generation Z isn’t on your radar, they really should be! Generation Z, or Gen Z, is the generation that follows Millennials. According to the Center for Generational Kinetics, Gen Z is defined as those that were born from 1996 to now. The population currently consists of more than 23 million people in the United States alone.
Though Gen Zers are avid observers of Millennials and follow closely in their footsteps, marketers can make a huge mistake thinking the two maintain the same habits, motives and opinions. Understanding this generations’ differences can help your brand better target them.
Gen Zers are digital natives. They were born into a life where cell phones, internet and social media are not technological advancements but a part of normal life. Another study by the Center for Generational Kinetics states that 42 percent of Gen Z feels that social media has a direct impact on how they feel about themselves and affects how other people see them as well. This is opposed to 31 percent of Millennials believing the same.
The average attention span for Gen Z is eight seconds, according to Statistic Brain. They want information and entertainment quickly or they become uninterested. Gen Z prefers social platforms such as Instagram and Twitter over Facebook or Pinterest. However, contrary to popular belief, many Gen Zers agree that Facebook is still a relevant platform for all ages even if it is not their preferred social tool.
Gen Z is a very ethnically diverse generation. Nearly half of the total generations’ population are ethnic minorities with 22 percent Hispanic and 15 percent Non-Hispanic Black, according to Nielsen. This makes Gen Z often more inclusive and open minded than all of their predecessors.
By the year 2020, 40 percent of all consumers will be from Gen Z. The generation consists of a vast age range from children to young adults, and marketers should note Gen Z’s consumer influence is having a growing impact the world marketplace. So Millennials, it may be your time to step aside. There is a new generation in town.