Understanding Generation Z

Generation Z (born since 1997-onwards) is the youngest generation in the world today, replacing the millennial generation. Although there is a lack of agreement on exact dates, Generation Z’s age range is typically understood to be between 6 and 24.

These youngsters are the first generation to be born into a world where WiFi, smartphones, and tablets have always been accessible. As such, they are incredibly tech-savvy and have an impressive level of research and knowledge at their fingertips.

Generation Z’s Profile

Generation Z is a member of the post-millennial generation and can be characterized by their digital-first attitude, global outlook and sense of financial responsibility.

Unlike the millennials who grew up in a slightly more secure economic climate, Gen Zers are a generation of creators who have adapted to limited resources, a tougher job market and a weaker safety net that has been created by their parents’ generation. They are a generation that has to do more with less and quickly seek answers online.

The stereotype of Gen Z is one of entitlement, laziness and escapism. They are accused of being addicted to technology and living in a bubble of false reality. Although there might be some grains of truth to the above, the most important thing to remember is that this generation is filled with individuals with their own values, beliefs and dreams.

Gen Z and Social Media

Generation Z is the first generation to grow up with a constant connection to the internet and social media. They are immune to traditional advertising and marketing tactics, so creative and unique strategies are needed to engage and excite this group.

Social media continues to be the platform of choice for Gen Zers to share their opinions, and their ability to connect with others and advocate for causes they care about is incredibly impressive. They are masters of creating highly curated content and can spot insincerity, false advertising and over-the-top promotional material easily.

Conclusion

Generation Z is the most diverse, inquisitive and digital-first generation in history.

Their use of technology, innate understanding of the digital world and ability to engage with social media platforms to create meaningful discussion are just some of the traits that make them a powerful force in our world today.

It is important to remember that although Generation Z might have certain characteristic traits, there is never a ‘one size fits all’ approach when trying to understand and engage with them. To really reach Gen Zers, understand their values, interests and experiences and seek to create meaningful connections with them.