The Ultimate Marketing Guide to Generation Z
The rate of change in society is increasing exponentially and especially is true with Generation Z. Once upon a time, young people aspired to wear flashy labels, hoping for receiving a rubbed off perception associated with those brands. Millennials, for example, gravitated towards Abercrombie and Fitch, Hollister, Polo, Ralph Lauren, etc. Today Gen Z is showing resilience to becoming a walking ad. Gen Z is significantly less brand conscious and they don’t spend as much as Millennials do in retail.
So who is Generation Z?
There are no precise dates for when this cohort starts or ends, demographers and researchers typically use starting birth years ranging from the mid-1990s to the mid-200s and as of yet there is little consensus about ending birth years. Gen-Z represents a group of individuals generally ranging from the ages of 2 to 21 years old. The target range for marketers is between 11 and 16. Gen-Z represents the most diverse and multicultural group of any generation in the United States.
1.) They don’t like advertising. Brands that are able to communicate with prospects in an unfiltered fashion do better with Gen Z shoppers.
2.) Gen Z is more pragmatic about thinking in terms of value. Don’t create advertising, create value.
Just the minimum will do. More brands are providing consumers cost-saving options, like Spirit Airlines, which is marketing flights from NYC to SF for $150.
3.) Generation Z is savvy about their approach to consuming electronics.
Making very individualized decisions and based on proven research online. Gen Z is the first generation born into a fully digital world. They wouldn’t know the world without personal computers, smart phones, gaming devices and the internet.
4.) This group of individuals grew up with technology all around them and is well familiar with social media, and researching products and services online.
5.) Gen Z is open-minded and adaptable. Not a group known for fixed opinions.
6.) Gen Z isn’t afraid to do their research on products or services they’re looking to purchase.
7.) Generation Z is competitive and hungry to succeed.
8.) One of the core strengths of Gen Z is their lack of belief in the “American Dream”. They look for products and messaging that are reflective of a reality rather than a perfect life.
9.) Generation Z responds to independence and entrepreneurialism. Self-direction and ingenuity. 
10.) Generation Z is forecasted to reach 2.56 Billion by 2020
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