Generation Z

As I feel a big group of people are either uninformed or unaware of the upcoming generation titled ‘Generation Z’ I decided to start writing articles on it regularly as I’ve been interested in this topic for a long time. I’ll elaborate on Generation Z in this article, the generation before known to most as the ‘millennials’, the difference between these two, and why on a professional level I think it is very important to understand the coming of age of this new generation.

I’ll start off by refreshing the common dubbed traits of the millennials. Millennials are often described as liberal, open-minded and highly-educated. More so than the vast majority of the previous generations. Millennials is a term that has been used for a lot of years and it’s a cohort that is vaguely understood by most. So why is it interesting to study and understand the runner ups? Maybe because soon Generation Z will account for the majority of internet sales.

So who/what is Generation Z? Generation Z is the generation of kids growing up with internet and smartphones, born between 1995 and 2012. Even though they share a lot of values with their predecessor; being liberal, trying to improve the world, and being comfortable with technology; there are some major differences. Generation Z in contrast to the millennials place much less value on higher education. Gen Z is more entrepreneurial and is creative in finding distinctive ways to add value to the market place.  

Here are some tips to make sure you appeal to Generation Z:

1. Make use of live features

Live features are experiencing an ever increasing popularity. The exclusivity of being able to see this content temporarily only causes FOMO (fear of missing out). This makes gen Z extra engaged and interested.

2. Make use of stories

Stories are experiencing increasing popularity too. Instagram started with them originally but now they can be found on Facebook, WhatsApp, messenger and multiple other platforms. Similar to live features, the temporary nature of stories causes the audience tob e more interested and engaged.

3. Find out what’s cool

This sounds rather cliche but it’s critical thinking about this. Gen Z thinks companies are cool that do great things fort heir employees and customers and have beautiful/unusual products. Technology companies were most popular in a survey conveyed, the big ones partially because of the (positive) impact they were having on the world.

4. Make Youtube content

SXSW released Gen Z figures revealing Gen Zers watch between 2 to 4 hours of youtube videos daily. They watch less than 30 minutes of normal television programming every day, it’s a big contrast.

5. Understand the importance of the mobile phone

Even though Gen Z is known to use a lot of different screens, they spend the majority of their digital lives on their phones. Knowing how to design content for them to consume on their phones can make the difference in appealing tot hem.

6. See the value of influencers

Gen Z being as plugged into the digital world and social media as it is can be approached through the following of influencers. Social media influencers have niche specific followers that are very loyal to them. These influencers might not be household names, but can make a big difference in appealing to Gen Z as they hold a lot of power over what is considered cool at the moment.

In short, the importance of understanding Gen Z is ever growing as Gen Z takes up more and more of the overall online market share. Gen Z is innovative, creative, entrepreneurial and ever more immersed in the digital space. I’ll be writing more on this subject and recent developments in this field. For any questions or consults I can always be reached, send me a message and I’ll see how I can help you.