Marketers' obsession over millennials is beginning to shift to Gen Z. Traits of Gen Z (ages 2 to 19, est. ~72 mill. in demographic):

  • Target range for marketers: ages 11-16

  • most diverse and multicultural generation in the US

    • 55% Caucasian

    • 24% Hispanic

    • 14% African-American

    • 4% Asian

    • 3% Other

  • Least likely to believe in the “American Dream”

  • Interested in products that reflect a reality - not a perfect life

  • Does not respond to the traditional image of beauty or perfection like other generations have in the past

  • Respond to independence, entrepreneurialism, self-direction, and ingenuity

  • Plan to make their own success

  • Highly-educated, technologically-savvy, innovative thinkers

  • Try to look for solutions by themselves and make things on their own

  • Like individuality: want products and pieces that give them the ability to make it their own, convey the right message, and be their best selves

  • Open-minded, adaptable

  • Digital Natives

    • First generation born into a digital world

    • Live online and share their lives across multiple platforms

  • Brands should reach out to Gen Z across in-store, digital, and mobile

  • One of the best currencies a retailer could generate is to create an authentic digital and social presence & complimentary digital experiences for Gen Z to share their brand allegiance and engage with

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