Decoding gen z

See our Privacy Policy for more details or to opt-out at any time. Some of them have already entered the workforce. And they are nothing like their predecessors in terms of what they expect from, and value in an employer. Gen Z consumers make up 61 million individuals in the U. Source: U. Census Bureau. Gen Z is the most diverse generation in history, and just over half of them non-Hispanic whites. Source: Pew Research. Source: Yello. Gen Z starts their job search early.

Only one in 10 wait until after graduation. Gen Z has a deep understanding of how technology can transform the way we work and live. Source: Dell. Still, Gen Z members worry about having the right soft skills and experience for the workforce. Gen Z also understands the workplace is changing because of technology. Source: LinkedIn. Unlike their Millennial predecessors, Gen Z is motivated by financial incentives and career advancement.

Gen Z is entering the workforce with less job experience than previous generations. Sixty-five percent of Gen Z employees think salary is important—more so than their millennial predecessors. Source: Vision Critical. Gen Z isn't just disrupting the workplace. These consumers have very different expectations around how brands sell to them as well. Source: eMarketer. Research also finds that Gen Z teens ages 15 to 17 spend an hour a day, on average, doing homework during the school year, up from 44 minutes a day about a decade ago and 30 minutes in the mids.

Eighty-eight percent of Gen Z said they are optimistic about their personal future. Members of Gen Z are less likely to consider themselves big spenders compared with Millennials.

Source: CGK. Get free access to all the insights, best practices, and innovations.

15 Mind-Blowing Stats About Generation Z

Get in your inbox. First name. Last name. Business email. Census Bureau 2. Source: Pew Research 3. Source: Yello 4. Source: Yello 5.

decoding gen z

Source: Dell 6.Born beginning in the mids through the early s, the oldest members of Generation Z have recently graduated college and have joined the workforce while other members of this cohort are dispersed across college campuses and high school hallways throughout the nation and around the world experiencing internships and part-time jobs, and the youngest members of Gen Z just graduated kindergarten.

In my attempt to prepare employers for this cohort of future employees, I immersed myself in Gen Z in two ways. First, I reviewed surveys, studies and insights regarding Gen Z that were published globally. I then conducted extensive one-on-one interviews with members of Gen Z across the United States to validate the research and provide anecdotal commentary which I include in my research findings.

I interviewed more than 50 members of Gen Z across the United States ranging from high school freshman to recent college graduates, ages 13 to 23, to help inform and prepare employers for Generation Z which comprises approximately 65 million individuals in the United States alone. The research consistently reinforced that members of Gen Z are tech-smart, entrepreneurial-spirited, community-minded, socially conscious and purpose driven, and they prioritize speed, immediacy and efficiency.

Generation Z shared insights regarding trending topics, media consumption, favorite technologies and what they are looking for with respect to culture and mentorship when it comes to internships and jobs with future employers. As Gen Zers enter the workforce, they are looking for large corporations with thousands of employees to offer them a more personal experience.

Large corporations can benefit from having communities that foster real connections and shared passions.

Decoding Generation Z: The True Digital Natives

Through smaller interest groups, we gain a greater sense of belonging and commitment. Gen Z is looking for employers to have a higher purpose that goes well beyond a simple transaction and profits.

decoding gen z

Go beyond doing something to or for your employees and create a shared purpose with them. Mentorship was even more important for Gen Z than time-off and being able to work remotely. A mentorship-driven agenda by Gen Z produces mutually beneficial results for not only the Gen Zer but the company for which they work.

We want to better understand the strategy behind the ask. Gen Z is looking for a role that takes them beyond just being a cog in the machine. In a column in Inc. For example, the media intelligence company Meltwater designed its culture around building and reinforcing an entrepreneurial spirit in its people.

Gen Zers look at their world through a hour, seven day-a-week lense. The nine-to-five mindset of previous generations is officially extinct for many Gen Zers. When discussing the workplace and jobs with Gen Z, very few advocated for the traditional nine to five. As the first Gen Zers graduate college and secure employment, corporate America needs to prepare themselves for a generation that is looking to work by a new set of rules. While older generations have no problem with commuting for hours a day, each way, especially in major cities, Gen Z considers it an inefficient use of time.

It offers me the flexibility to start assignments much earlier in the morning before I normally would arrive at the office, and by doing that, I can also carve out some time during the day for a workout or a lunch social and I return to my assignments more energized, excited and focused to meet my deadlines.

They will be arriving with solid recommendations and tech-based solutions regarding how to conduct business in new and innovative ways and corporations and organizations should not resist.

Mark Beal is a columnist at Grit Daily. A veteran brand marketer, he is a professor of public relations and marketing at Rutgers University. About The Author. Related Posts. Apr 14, Sign Up. Pin It on Pinterest.A new study by ContentSquare has shed new light on the mobile behavior of Generation Z, the generation that is now just finishing up high school and entering college. Marketers have long been trying to figure out how this generation interacts in digital spaces, especially on mobile.

The study by ContentSquare reveals a few very notable things excerpts via Mobile Marketer :. Gen Z also, as evidenced above, reacts extremely negatively to poor user experiences meaning that brands and marketers need to think first about the quality of the digital experiences that are offering.

Mobile Marketer offers an example:. As more of Gen Z becomes independent consumers, brands would be wise to begin thinking of mobile-first, innovative, and attention-grabbing ways of interacting with this new generation.

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Mobile Advertising Publisher Advertiser. Soda Foundations Solutions. Company About Careers Press Events. Resources Blog Whitepapers Case Studies.If not, you will not want to miss this event! He collaborates daily with Gen Z as the first-ever full-time professor of public relations in the School of Communication at Rutgers University and at Montclair State University where he advises the student-run, Gen Z public relations and marketing agency, Hawk Communications.

Both books are available for purchase on Amazon. Mark brings his Lessons to life via his podcast series, Lessons in Leadership. In each podcast episode, Mark interviews a leader and delves into the mentors who inspired them as well as the lessons in leadership and life that they share with their current followers. The podcast episodes can be listened to for free by simply going to www. Add to Calendar. View Map View Map. Find out more about how your privacy is protected.

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decoding gen z

Read more Read less. About this Event Marketers, media and employers — are you fluent in Gen Z? Contact the organizer to request a refund.

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decoding gen z

Your message has been sent! Your email will only be seen by the event organizer. Your Name. Email Address. Enter the code as shown below:. Send message Please waitNow enter an equally complex generation: Generation Z.

Who are they? Defined as individuals born betweenits oldest members are just about to enter the workforce while its youngest members are still being censored on YouTube.

The infamous words parents and authority figures hear from younger generations. In this case, it is actually somewhat true. While similar to millennials, Gen Z is more accepting and more diverse than its predecessors. How does this impact brand loyalty? Gen Z expects brands to not only understand their diversity, but to embrace it as thoughtfully as they have. Gen Z is hesitant to give a brand their loyalty and quick to take it away. Brands and retailers must find ways to communicate with Gen Z that embraces their diversity in an authentic way.

Younger consumers want to connect with brands that take a stand and want to make the world a better place. Rather than erring on the side of caution out of fear of being offensive, brands should instead focus on standing for what they believe in. Brands like Patagonia have been vocal about their beliefs that directly reflect their brand, which in this case were national monument rollbacks. Brands that can take a genuine stand on important issues to this generation will earn their loyalty. Brands are no longer successful in gaining customer loyalty by being the loudest and most visible.

Gen Z is the first generation to grow up truly mobile-first. Even most millennials remember a time without internet and smartphones. Gen Z has been bombarded with marketing messages for as long as they can remember and have become a generation of marketing skeptics. This is a generation that grew up with online communities being a commodity and want their relationships with brands to be more than a one-way conversation.

This is where communicating with Gen Z through various channels is an important factor in getting messaging across. This generation is more likely to interact with a brand on social media, but is also more likely to disengage if that interaction is inauthentic, or if the brand is slow to respond. While technology has been rapidly evolvingmany brands and retailers have struggled to keep pace not only with the technology itself, but also with the changing consumer expectations that have resulted from it.

Diverse, mobile-first and socially conscious, Gen Z, like its predecessor, millennials, will continue to challenge traditional marketing strategies. Say Something Valuable: Personalization is Key Brands are no longer successful in gaining customer loyalty by being the loudest and most visible.By Nadine Dietz December 12, Tiffany Zhong is a serial entrepreneur at just Zebra IQ is her sixth business endeavor that applies all the skills she gained from her first five adventures: a magazine, an education tech startup, a social app, a product finder and a full-time investor.

Her mission is to help brands better understand Generation Z by offering them an opportunity to get real-time feedback from Gen Z consumers.

Tiffany Zhong CEO of Zebra IQ Decoding Gen Z in Real time

She named her latest company, Zebra IQ. I recently turned 22! At a very young age, I knew I wanted to build products that can make a difference somehow. At 15, I started a magazine that focused on music, fashion, and tech. At 16, I worked on an education tech startup that developed a better note-taking app which would allow students to draw on their iPad and type out notes on their computer in the same document, which was a huge problem for me in biology class!

About this same time, I started using Twitter because I was curious and wanted to get my questions answered from founders and investors. I was able to meet a lot of incredible folks who were willing to help guide me. But before I did that, I worked on a number of social apps, such as an app that let you send disappearing images and videos to groups of friends.

It was Snapchat groups before snap groups was created. I joined as a full-time investor focused on early-stage consumer startups and worked there for a year and a half.

During that year, I started thinking about what I wanted to work on next. What led me to starting Zebra IQ was that many top VCs and founders started asking me whether they should invest in certain consumer companies and would bounce app ideas that focused on youth off of me.

So I thought, why not create a company that can do that at scale, hence Zebra IQ. Zebra IQ helps companies collaborate with Gen Z for brutally honest feedback on product, branding, and marketing decisions. Consumers want to to feel heard and valued at every interaction and that their feedback is being incorporated along the way.

Gen Z is really smart and attuned to what's an ad, what's low-quality content, etc so with the ability to vet quickly, we scroll through Instagram, Snapchat, and other apps at rapid speed since most content sucks, frankly.The reason is that post-Millennials are a generation that no longer reacts to a traditional communication approach. Tap into key Gen Z behaviours The key insight for brands is that Gen Z-ers are all about authenticity. They want to present themselves as they truly are — without filters or labels, with no limiting binary visions or hiding of their true emotions.

What does this mean? That Gen Z-ers expect a brand to take a position. Gen Z-ers conceive different versions of themselves and exhibit varied behaviours according to each situation.

The same person may project themself in a certain way on Facebook, in another on Snapchat, and totally differently again on Instagram. Brands need to understand this and hone platform-relevant presentation for themselves. Their identities are fluid. There are no taboos. Gen Z-ers are breaking down barriers and social conventions, showing themselves for what they are in terms of emotions, gender and sexual orientation.

What’s trending: Experts decode Gen Z

They see differences in cognitive and mental health as something to embrace. Negative feelings like melancholy and sadness are also accepted - as part of being human. In contrast, many brands still think and act intimidated by talk about and reflection of non-positive moods and behaviours. They adopt an ugly aesthetic. This generation loves imperfections that must not be hidden or masked but shown as a factor of uniqueness. Teenagers intentionally publish photos on Instagram without glossy filters to show the truest aspects of their lives.

The end of Instagram's filtered aesthetics, and the subsequent normalisation of ugliness, are a natural reaction to the ideal of perfection that has characterised previous years. Gen Z-ers have a strong desire to establish connections and find a space where they can feel close to similar people to talk and think freely. They have started to turn towards a more internal and intimate dimension, focusing on small groups of friends, easily reachable thanks to the digital tools available.

And it is precisely these restricted circles that exercise the greatest influence over them. As a generation of creators and inventors, they expect to make their voices heard and have a direct impact on products and services. Release the potential of audio. Gen Z prefers using content via screens. But its appreciation is also growing for audio solutions as an alternative to excessive visual stimulation. Understand the power of gaming.


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