Adam Fox's PDF Version 1
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This document discusses Generation Z, those born between 1996-2009. It notes that Gen Z is very different than prior generations like Millennials in that they are always connected digitally, want anonymous communication, curate their own content, and have little brand loyalty. Gen Z grew up in a post-9/11 recession and are more economically and environmentally conscious as a result. They have shorter attention spans and consume "snack media." The document provides tips for connecting with Gen Z, like telling stories across multiple screens and including social causes they can support.
Adam Fox's PDF Version 1
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- 3. What are we going to talk about?
- 5. Meet “Generation Z” Americans born after Gen Y (@ 1996 to 2009) who are currently under the age of 21. We’ve been focused on Gen Y(a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history! But Gen Z is different and in many ways opposites or extreme versions of Millennials How do we adapt our strategies for this new market …
- 6. Understanding These People • Born between 1996-2009 • Make up a quarter of the American population • Are eager to build a better planet • Are always connected through mobile, digital and social mediums • Want anonymous and unrestricted communication • Love to curate their own content • Are economically and environmentally conscious • Hold little to no defined brand loyalty • Are influenced by social and digital personalities rather than traditional media celebrities GENERATION Z
- 7. Millennials •Tech Savvy: 2 Screens •Think in 3D •Radical Transparency: Share All •Multi-cultural •Communicate with Text •Now Focused •Optimists •Want to be Discovered •Team Orientation Gen Z •Tech Innate: 5 Screens •Think in 4D •Judiciously Share (GeoLoco Off) •Blended (race & gender) •Communicate with Images •Future Focused •Realists •Want to Work for Success •Collective Conscious
- 8. Growing up in a post 9/11 world during a recession Gen Z were developing their personalities and life skills in a socio-economic environment marked by chaos, uncertainty, volatility and complexity. Blockbusters like The Hunger Games and Divergent depict teens “at war”. 1 in 4 American children are living in poverty 73% of Americans were personally affected by the recession
- 9. 80% know about man’s impact on the planet 78% are concerned about world hunger 9 of 10 continue to feel optimistic about their own future 77% are concerned about the world dying of preventable disease 7 of 10 feel optimistic about the future of the environment 76% are concerned about man’s impact on the planet
- 10. Traditional choices don’t guarantee success Gen Z witnessed the struggles of Millennials (think: older siblings, many still living at home), and have resolved to do things differently.
- 11. Education focused on inclusive classrooms & differentiated instruction They were raised in an American education system that focused on mainstreaming and classroom diversity. As a result, they are collaborative team players where everyone is equal at winning and losing.
- 12. They use social media as a research tool 52% of teens use YouTube or other Social Media sites for a typical research assignment in school.
- 13. Their social circles are global 81% of online teens use some kind of Social Media 26% of Gen Z would need to fly to visit most of their social network friends
- 14. Generation Z’s Social Media Platforms Instagram, 38% Snapchat, 28% Twitter, 10% YouTube, 10% Facebook, 8% Other, 6%
- 15. Their attention spans are getting shorter They are the ultimate consumers of snack media. They consume bite sizes. Research studies suggest their brains have evolved to process more information in a faster speed. But, getting and keeping their attention is challenging 8 sec Is the average American attention span 11% Of children 4- 17 years old have been diagnosed with ADHD
- 16. 288,625, 322
- 17. 288,625, 322 mentions 33,016,067 mentions 19,692,028 mentions As Gen Z adopts emoticons as their primary language, a gap in communication between the rest of the population will widen. Expect us all to become fluent in emoji in 2017
- 18. But Wait! How does this affect me?
- 19. The 'On-Demand Economy' is Revolutionizing Consumer Behavior Personal service … … available on demand … … and priced by usage. transportation food housing
- 20. Product quality is more important than brand loyalty and they want to test products (either physically or virtually prior to making a purchase)
- 21. TODAY’S WORKFORCE GENERATION Z MILLENNIALS BOOMERS/ GEN X
- 24. Beloit College Mindset List: Class of 2020 They never heard Harry Caray try to sing during the 7th inning at Wrigley Field. The Sandy Hook tragedy is their Columbine. James P. Hoffa has always been president of the International Brotherhood of Teamsters A Bush and a Clinton have always been campaigning for something big. Robots have always been surgical partners in the O.R. The Ali/Frazier rivalry for their generation was between the daughters of Muhammad and Joe.
- 25. Checklist for connecting with Gen Z •Tell your story across multiple screens •Live stream with them •Optimize your search results •Talk to them about value •Include a social cause that they can fight for •Have your house in order (in terms of sustainability) •Help them build expertise; create solutions •Tease •Feed their curiosity
- 26. #smactsa
- 27. #smactsa