Page 11 - Engage -- no.12 -- Spring 2018

Spring 2018
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assumed they would be “millennials on steroids,” but the truth is something very different.
This group has watched as millennials have gone to college and moved back home or struggled to find work in their chosen profession. They’ve seen their parents lose their jobs, and they’re realizing that traditional paths do not necessarily lead to success. This group sees the opportunity
to make their own paths, and amazingly, we are realizing how entrepreneurial they are as we see many of them already working or starting their own businesses in middle or high school.
Gen Z’s parents have generally rejected the “helicopter” approach, taking more of a “solve-it- yourself” parenting strategy that has led to more curious, humble, and independent kids. Couple that with access to technology in many forms, and these kids are seriously resourceful.
They are breaking new ground in multitasking, juggling up to five screens at once: a smartphone, TV, desktop, laptop, and tablet. It’s hard to keep
up with them, but as true digital natives, they love
This group sees the opportunity to make their own paths, and amazingly, we are realizing how entrepreneurial they are as we see many of them already working or starting their own businesses in middle or high school.
the quiet discovery of analog activities. They think mail is magical, and they love books, posters, and crafts. Unlike millennials, they are more cautious about privacy and more traditional in their values; however, this group is still young enough to be heavily influenced by their parents.
Marketing to Generation Z
Gen Z goes way beyond the Google search. They’ll look everywhere! They are very responsive to influencer marketing; they often see YouTube stars and bloggers as more genuine than other
celebrities, having built their own audiences. Gen Z judges with their eyes, so visuals
must match the message. They also like quick, “snackable” content because they understand the value of their time and will not waste a second of it. They appreciate social consciousness, transparency, and company values. There can be no obstacles—they need speed, access, and intuitive design. Gen Z wants to be treated as a partner or individual, not as an audience. n
☞ Characteristics and Behaviors of the Generations
BABY BOOMERS:
1945 –1964
Hardworking Physically active Generous Preserve youth Self-assured Goal oriented Competitive
GENX: 1965
–1979
More diverse Higher earners Skeptical Informed Detail oriented Reject rules Tech savvy Logical Self-reliant
MILLENNIALS (GEN Y):
1980 –2000
Early adopters Overconfident Challenge rules Influential Nurtured Multitaskers Tech savvy
GEN Z: 2001
–2015
Self-directed Collaborative Less patient Curious Entrepreneurial Diverse
Socially conscious
Mobile-device dependent