Generation Z: HONESTY MATTERS MOST
So we’ve reached the end of the alphabet - Z! This is the letter that represents the new generation after the Millennial Generation, as they are often referred to as post-Millennials or the first generation of the 21 century. There are discrepancies on the age range defining this generation but it is widely accepted that the Z Generation was born between 1995 and 2012, making them as old as 19 and as young as 2. So it looks like all of my children (ages 18, 17, and 11) are in this generation of highly diverse, rapidly growing, ever-changing, highly sophisticated consumers.
The elders of this Generation, ages 16-19, are leaving for college and entering the workforce, but according to research this generation are more entrepreneurial, less focused on money, are more inclined to want to work from home, and value face-to-face communication more than the previous generations of texters and emailers. Generation Z has come of age right alongside the personal computer, the Internet and finally, the iPhone, and according to estimates, the generation’s ethnic breakdown is 55 percent Caucasian, 24 percent Hispanic, 14 percent African-American, 4 percent Asian and 4 percent mixed race/other.
Apparently money doesn’t motivate Generation Z cohorts, and honesty is a big deal. Considering they have been exposed to a world of internet catfish, meticulously misleading selfies, photo shopped images, and guileful advertising, they value what feels sincere, honorable and honest the most.
Get to know this generation. They are starting to buy products directly and they heavily influence our economy. Their consumption and behavior patterns will shape your industry in a few short years, if not already. Here are some other compiled interesting facts about Generation Z:
52% use YouTube or social media for research assignments
72% of high school students want to start their own business one day
76% wish they could turn their hobbies in to full-time jobs (compared to 50% of Millennials)
25% of 13-17 year olds left Facebook in 2014
They don't like to be advertised to and are easily able to ignore advertising
They are future-focused and want to communicate with images
They demand more fresh food options but still like fast food
More than half demand timely responses to inquiries and questions online or they will move on to the next option
Advanced college degrees are more important to their parents than them
They are digitally over-connected and sometimes don't know how or when to power off
They spend more money or food and drinks but are less active than previous generations
According to Marketo, the best ways to communicate to Generation Z’ers are simpler than you think.
Use more visuals and less texts
Keep it short and sweet, but not dumbed down
Tap in to their entrepreneurial spirit
Empower them with controls
Inspire them with social causes
Understand their passion for diversity
Help them educate and build expertise
Help them change the world
Don’t insult their intelligence; keep it true and honest
Kamilah Lewis is a Brand Strategist, Organizational & Brand Health Coach, and the owner of BatBrand Consulting LLC. With an MBA in Marketing, she has helped brand leadership facilitate healthier and more productive meetings, and now offers consultation to help you inspire, empower and communicate with Generation Z. Read my blog.
