Meet Generation
Forget Everything You
Z
Learned About Millennials
Image Source: National Geographic’s October 2013,125th

Meet “Generation Z,” Americans born after Gen Y
(from 1995 to present) who are currently under
the age of 18.

Marketers have 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 from the Millennial
generation. In many ways, Gen Zers are
the opposites or extreme versions of
Millennials and marketers need to adjust to
them.
We are just beginning to understand Gen Z
and its impact on the future, but here is
what we know and foresee…
2

3

There is a population tsunami
approaching

361,000

Swing
( 69+ )

10.5%

Baby Boomers
( 50-68 )

Gen Z
( <19 )

Approximate number of babies
born in the world each day.

25.
9%

23.6%
Gen X
( 38-49 )

15.4
%

Millennials
( 20-37 )

24.5%

More than a quarter of
America’s population
belongs to Gen Z, and with
each birth, the segment is
growing.

Source: U.S. Census Bureau, 2012 (via Mintel
2014)
4

They influence household purchases
Percentage of moms who feel their Gen Z child is
influential when purchasing the following
Toy
s
Apparel
The week’s dinner menu
Entertainment
Family vacation

74%
73%
69%
65%

TV

60%

Cell/mobile

55%

Computer

84%

52%

Home furnishing

32%

Family cars

29%

Source: JWT Intelligence 2012
5

A generation with disposable income

Gen Z receive $16.90 per week
in allowance which translates
to

$44
year

billion a

Source: Mintel 2013 “Activities of kids and
teens.”
6

They love to shop, especially online

Percentage of Gen Z who prefer shopping online vs. offline
Offline

Online
45%

Clothes
55%

Toy
s
Online games
Offline games
Books
Electronics

Music

50%
50%

Fashion accessories
46%
53%
54%
47%
44%
56%
47%
53%
47%
53%

Shoes
Movies

43%
45%
57%
55%
53%
47%
40%

Sports equipment
60%

Beauty products
49%
51%

Source: JWT Intelligence 2012
7

They are eager to start working

55%
of high school students feel
pressured by their parents
to gain early professional
experience

4 in 5
high school students
believe they are more
driven than their peers

Parents of Gen Z encourage their children
to find jobs early and independently
without their help.

Source: Study called “High School Careers” by Millennial Branding and Internships.com
via
entrepreneur.com
8

They are mature and in control
Use of Illicit Substances
(Among high school seniors)

Alcohol

72

Marijuana

60

Cigarettes

Teen Birth
Rate

89.1

(per 1,000 women age 15-19)

80

Cocaine

40

60

20

40
29.4

1.3
1980

’85

’90

’95

’00

’05

2010

1950

25%
of Gen Z teens say they
were in a physical fight
in the past year (down
from 42% surveyed in
1991)

’60

’70

’80

’90

’00

2010

10%
of Gen Z teens say they
tried an e-cigarette in 2012
(a doubling in one year)

Source: Centers for Disease Control and Prevention via vox.com: WebMD (CDC Survey
2014)
9

They intend to change the world

26%
of 16-to-19 year-olds
are currently
volunteering

Social listening reveals that Gen Z are determined
to “make a difference” and “make an impact.”
Social entrepreneurship is one of the most popular
career choices.

Source: U.S. Department of Labor,
2013,
10

This is what Millennials
started…

Name: Mark Zuckerberg
Fame Age: 20
Profession: Internet Entrepreneur

11

…this is how Gen Z took over…

Name: Adora Svitak
Fame Age: 16
Profession: Activist, author and
advocate for education
Her 2010 TED talk, “What Adults Can
Learn From Kids,” has received over 3
million views.

Source: Adorasvitak.com
12

…and this is the new norm for Gen Z
Name: Logan Laplante
Fame Age: 13
Profession: Advocate for DIY education
His 2013 TED talk, “Hackschooling
Makes Me Happy,” has received over
5 million views.

Source: About.me/loganlaplante
13

What made them who they are?

14

Growing up in a post 9/11 world
during a recession

1 in 4
American children
are living in poverty

73%
of Americans were
personally affected by
the Great 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 being slaughtered. No wonder Gen Z
developed coping mechanisms and a
certain resourcefulness.

Source: Rutgers 2013, Annie E. Casey Foundation 2013
15

They learned that traditional choices
don’t guarantee success

30%
of high school students
today are pushing out their
graduation date

They witnessed the struggles
of Millennials (think: older
siblings, many still living at
home), and have resolved to
do things differently.

Source: Report from Education week via The Atlantic
16

Their education system focused on inclusive
classrooms and 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.
17

Nature vs. Nurture: Gen Z had a unique childhood

18

+400%
increase in multiracial
marriages (Black and White) in
the last 30 years (with a
1,000% increase in AsianWhite marriages)

Multiracial children is the fastest
growing youth group in the
US

+50%
increase in the multiracial
youth population since 2000
(to 4.2 million)

Source: Census: “The two or more races population: 2010 Census Brief”;
American Academy of Child and Adolescent Psychiatry

Modern families come in all
colors and sizes.
Long-standing views of race have
been challenged by culture:
celebrities, artists, politicians and
athletes of mixed heritage have
changed discourse, along with
trans-racial and international
adoptions.
19

There is much greater diversity
amongst teens and tweens

-1.5%
decrease in the caucasian
6-17 year-old population is
projected by 2018

+7.6%
projected increase in the
Hispanic teens population
over the next five years, the
fastest growing population in
the US

Research shows that multiracial children
tend to be high achievers with a strong
sense of self and adaptability to change.

Source: Mintel “Activities of kids and teens” - US - Nov 2013
20

Traditional gender roles have been
challenged

Source: GoldieBlox.com

Gender roles and norms are
blurring, which may make it harder
for Gen Z to find mates and
maintain households when they
become adults. Self-identity is
less constructed by gender than
for past generations.
21

Parenting styles have shifted

With studies showing the adverse effects of
helicopter parenting, parents of Gen Z have
been discouraged from mollycoddling. As
a result, Gen Z have been given more space
than Millennials, accessing answers and
inspiration on the Internet, and are more
self-directed.
Source: Census: “The two or more races population: 2010 Census Brief”
22

They live in multi-generational households

Gen Z have been raised in larger, extended
households as retired grandparents have
moved in and Millennial siblings (Boomerang
Kids) have moved back home. As a result,
they are sharers and have greater affinity and
respect for the elderly. Gen Z share many of
the same values as the Great Generation.

Source: Census: “The two or more races population: 2010 Census Brief”
23

How are Gen Z remarkably
different?

24

They worry about the economy
What things
cost today

Female

Male

100
Cybercrime

80

The economy

60
40
20
Government
leadership

Wars around
the world

0

Crime in
your town

Terroris
m
Your
parents’ job
security

Source: JWT Intelligence, 2012
25

72%
of high school students
want to start a business
someday (compared to
64% of college students)

E
n
t Surrounded by DIY education and crowdsourcing,
r these teens dream of self employment. They feel
of high school students
pressured to gain professional experience at a very
want to be an entrepreneur
e
early age. Low wage entry level Gen Z jobs lead to
rather than an employee
(compared to 43% of college
p competition with struggling Millennials, fueling
students)
r
competitiveness.
e
Source: Millennial Branding and Internship.com, 2014, Mintel 2014
n

61%

26

42.1%

“I plan to start
my own
business”

“My school offers
classes in how to
start and run a
business”
16.9%

“I work at
least one
hour a week”

37.8%

55.3%

46.9%

“My school
teaches about
money and
banking”
4.6%

“I have an
internship”

“I will invent
something that
changes the
world”
3%

“I run my own
business”

More than 90,000 students enrolled in grades
5-12 have the exceptionally rare entrepreneurial
talent to help create more jobs within the U.S.
Source: Gallup and Operation HOPE. A survey of 1,009 students in grades
5-12
27

They seek education and knowledge
Percentage who have done the following:
Research online

1 in 2
Gen Zers will be university
educated (compared with 1
in 3 for Millennials and 1 in
4 for Gen X)

85%

Watched lessons
online

33%

Worked on a project
with classmates online
Taken a
test/exam
online
Taken a lesson
online
Read a textbook on a
tablet

32%

25%

22%

20%

Source: JWT Intelligence 2012; Edudemic survey
28

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

Source: Pew Research, “How teens do research in the Digital world” 2012
29

They multi-task across 5 screens
Percentage who use the following devices
multiple times per day
Age (13-17)

Age (8-12)
72
25

TV

Gaming console

72%

24%

72

23
76

Handheld gaming
17

Cell/mobile phone
57%

17%
39

device
16

50

Laptop computer

13

39%

Tablet

30

Their attention spans are getting shorter

8 sec
is the average American
attention span
(down from 12 sec in
2000)

11%

Gen Z are the ultimate consumers of snack
media. They communicate in bite sizes.
Research studies suggest that their brains have
evolved to process more information at faster
speeds, and are cognitively more nimble to
handle bigger mental challenges. But, getting
and keeping their attention is challenging.

of children 4-17 years old
have been diagnosed with
ADHD (up from 7.8% in
2003)

Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
31

They think spatially and in 4D

2005
is the year that Google
Maps launched with its
satellite and zooming
functions

Gen Z have always known how to zoom, pinch and
swipe. They have grown up with hi-def,
surround- sound, 3D and now 4D — 360 degree
photography and film is their normal. Ultra slow
motion and hispeed video is their standard.
32

They lack situational awareness

Teachers say that Gen Z lack situational
awareness, oblivious to their
surroundings and unable to give
directions. Some speculate that Gen
Z have become overly reliant on their
devices.
Source: Pew Research, 2012

image source
33

They don’t want to be tracked

25%
of 13-17 year-olds left
Facebook in 2014

As Social Media natives, attuned to NSA
surveillance issues, they are more
concerned about disabling their phone’s
geolocation than their privacy settings.
Gen Z are drawn to incognito media such
as Snapchat, Secret and Whisper.

Source: Facebook Social Ads Platform (“Potential Reach”), 2013
34

They communicate with symbols

Gen Z speak in emoticons and emojis.
Symbols and glyphs provide context
and create subtext so they can have
private conversations. Emoji
alphabets and icon “stickers”replace
text with
pictures.
Source: Pew Research, 2012

image source
35

They communicate with speed

68%
of teachers think that
digital tools make students
more likely to take
shortcuts and not put effort
into their writing

46%
of teachers say digital tools
make students more likely
to “write too fast and be
careless”

Source: Pew Research, 2012

Gen Z are agile communicators:
speed of communication and
repartee garners cultural currency.
They’re accustomed to rapid-fire
banter and commentary. As a
result,
Gen Z are not
precise communicators and
leave a lot of room for
interpretation.

image source
36

They communicate with images
Percentage of Gen Z using social media
42%

Fall 2012

Spring 2013

Fall 2013

33%
27%

30%

23%
26%

23%
17%
12%
3%

Twitter
Facebook

Instagram

4%

4%

Tumbl
r

6%

5%

3%
Google+

% share of respondents, select findings

Source: AFP News Report, via MarketingCharts 2013
37

They love the ephemeral and rarity

Gen Z are drawn to social media which
disintegrates and self-destructs. They
suffer from FOMO (fear of missing out)
more than Millennials, so being
culturally connected is critical.

38

They spend more time with computers

41%
Of Gen Z spend >3 hours
per day on their computers
for non-schoolwork-related
purposes (compared to
22% a decade ago)

Source: WebMD (CDC Survey 2014)
39

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

Source: JWT Intelligence and Pew Research
center

40

They are hyper-aware and concerned
about man’s impact on the planet

80%

9 of 10

7 of 10

know about man’s
impact on the planet

continue to feel optimistic
about their own future

feel optimistic about the
future of the
environment

78%
are concerned about world
hunger

77%
are concerned about
children around the world
dying of preventable
disease

76%
are concerned about
man’s impact on the planet

Source: Unilever Project Sunlights How Children Inspire Sustainable Behavior in Adults, August 2013; JWT Intelligence
41

They are less active

66%
of 6-11 year olds list
gaming as their main
source of
entertainment

51%
of teen boys list gaming as
their main source of
entertainment

This generation is much less active than
previous generations. In some cases, sport is
viewed as a tool for health instead of play and
gaming may have replaced outdoor activities.

Source: Mintel, Activities of Teens and Kids 2013, Entertainment software association 2013
42

They live-stream and co-create

#1
live-streaming platform in

Gen Z gravitate to live-streaming
media, such as Twitch and Ustream.
Two-way live-streaming

and videothe world is Twitch, which
features live video
gameplay, news and chat

conferences (think: FaceTime and
Skype) are their preferred ways to
communicate.

Source: JWT Inteligence

43

They are the biggest foodies
Their interest in cooking is expected to
increase over the next five years.
% c h a n g e p rojected annual eatings F2018 vs.
2013
14
12
10
Gen Z
Millennial
s Gen X

6
8
4
2
0
-2
-4

Scratch

Fresh

Oven

Stove-top

Source: NPD Group’s “Future of Eating,” 2014
44

Unfortunately, they’re also obese

Teen obesity has nearly tripled from
1971-2010, now stabilized at around 18.4%
Teenage boys are more likely than girls to be obese (18.6% vs. 15%)

Source: Centers For Disease Control And Prevention, 2013 (via Mintel 2014).
Percentage of obesity among high school students, by state, for selected year 2003 and
2011

45

But, food is their main vice
Source: Mintel 2

A Different Set of Vices
LUST Are having less sex (but more un-protected sex)
GLUTTONY
GREED
up-cycling

Are more obese
Are recycling and

SLOTH

Are more sedentary

WRATH

Are a happy lot

ENVY
sharing
PRIDE

Are focused on

Are self-confident

014, Centers for Disease Control and Prevention 2014

46

How to connect with Gen
Z?

47

Don’t treat them like Millennials

Gen Z
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco
Off)
Active

Millennials
Tech Savvy: 2
Screens Think in 3D
Radical Transparency: Share
All Slacktivists
Multi-cultural

Volunteers Blended

Tolerance

(race & gender)

Immature

Togetherness
Mature
Communicate with Images
Make
Stuff Have
Humility Future
Focused
Realists
Want to Work for

Communicate with
Text Share Stuff
Have Low Confidence
Now Focused
Optimists
Want to be
Discovered Team
Orientation
48

Don’t treat them like Millennials
Very Different Experiences and References

Massachusetts
legalizes same-sex
marr
iage
The video-sharing
website Youtube
is
launche
d
Snapchat, a photo
messaging app
is introduced

Smartphones with a
multi-touch interface

Commercial music
streaming services

Gen Z
Millennials
Politics
Media

Communication

Telecommunication
s
Music

Homosexuality is no
longer considered
a disease

The DVD, an optical disc
computer storage media
format is announced

Instant messaging, a
type of online chat, is
released by Microsoft

Mobile phones with
the ability to send
text messages

Portable media player

49

Checklist for connecting with Gen Z

1. Depict them as diverse (ethnically, sexually, fashionably)
2. Talk in images: emojis, symbols, pictures, videos
3. Communicate more frequently in shorter bursts of “snackable content”
4. Don’t talk down… talk to them as adults, even about global topics
5. Assume they have opinions and are vocal, influencing family decisions
6. Make stuff — or help Gen Z make stuff (they’re industrious)
7. Tap into their entrepreneurial spirit
8. Be humble
9. Give them control and preference settings
10. Collaborate with them — and help them collaborate with others
50

Checklist for connecting with Gen Z

11. Tell your story across multiple screens
12. Live stream with them — or give them live streaming access
13. Optimize your search results (they do their Internet research)
14. Talk to them about value (they care about the cost of things)
15. Include a social cause that they can fight for
16. Have your house in order (in terms of sustainability)
17. Help them build expertise…they want to be experts
18. Tease (think: ephemeral, puzzles, surprises and games)
19. Feed their curiosity
20. Feed them

51

Gen Z topics & interests: what we’re tracking…
NEWS

ISSUES

Global
Warming

Cost of
Education

Back to School

Malala
Gaga in Space
2015

Elon Musk
Tuna the Dog

Total Solar
Eclipse
March 2015

Avatar 2
2016

Tuna the Dog

Hunger Games
Mockingjay
11/21

Teen
Choice
Awards
8/10
Earth to Echo
August

Star Wars
Episode VII
2015

MEDIA & CULTURE

Girls in
STEM

Common
Core
Education
Nationwide

Gender
Equality &
LGBT Rights

Brazil
&
The World Cup

Socialism &
Communism
Loneliness

Texting
While
Driving

School
Shootings

Economic
Disparity

Weather
Refugees

GEN Z
Kids Choice
Awards
7/17

Twitch
22 Jump Street
June

Teenage
Mutant Ninja
Turtles
8/8

Tarzan
November

MTV VMAs
8/24

Wearables

Whisper
Net Neutrality
iPhone 6

YouTub
e
Stars

Mixed Reality
Oculus Rift
Drones

Autonomous
Cars

3D Printing
& Doodling

TECHNOLOGY
52

Want to apply Gen Z insights to your business?
We will continue to track Gen Z, adding a global perspective from our
Scout Network (now in 11 countries) combined with international social
listening. Stay tuned.
Reach out to us if you want to explore how to apply these learnings —
and future Gen Z insights — to your business. We can package Gen Z
insights in a variety of formats, such as:
• Customized “Meet Gen Z” reports, designed for sharing and
educating

•

Immersive get-smart-fast-on-Gen-Z workshops

• Gen Z insights-to-applied-marketing round table discussions
• Bi-weekly “Gen Z Trend Pulses” — sharable newsletters on Gen Z culture
and marketing opportunities
53

agency of
relevance at the
cultural strategy
core

cultural
intelligence

-

-

Social & Cultural
Listening

-

-

Competitive Intelligence &
War Gaming

-

Segment Analysis

-

&Tracking Topic Deep

-

Dives

-

Event Tracking

-

Issue

-

Monitoring

-

Real-time Burst

-

identification Channel
Analysis

innovation

Content & Influencer

-

content &
distribution
Pre-Planned
(70/30)
Content
Production - Online
and Offline

ADVERTISIN
G
AGENCY

SOCIAL
AGENCY

Real-time Content
Production Real-Time
Commerce

-

Social Media Content (short and
long form) - posts, tweets,
vines, videos, blogs, etc.

powered by

EVENT
MARKETIN
G AGENCY

Community

-

Management Influencer

-

Outreach
Channel Optimization & Fan
Base Development

Strategy Editorial & Cultural
Macro Trend Identification
Calendars
& Quantification

Analytics & Measurement

-

Product, Service &
Packaging Development

-

PR
AGENCY

Amplification

-

Projecting Segments into the
Future (Consumers of the
Future)

BRAN
D

Business Model Design
& Reimagination

-

-

-

Real-Time Media

SEARCH
AGENCY

Business Context Analysis
Futurism
Whitespace Identification
Brand/Partner &
Acquisition
Recommendations

DIGITAL
AGENCY

5

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