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1996-2010 1
GENERATION Z
Largest population segment in the US.
10.5%25.9%
24.5%15.4%
23.6%
SilentGen
Gen Z
MillenialsGen X
Baby Boomers
69+
<20 Yrs
20-34 Yrs34-49 Yrs
50-68 Yrs
Most diverse generation in American history.
53%47%
Non-HispanicWhite
Hispanic, Black, Asian, etc.
PSYCHE
76% are concerned about humanity’s
impact on the world. 5
67%prefer narratives and
storytelling. 6
55%are more likely to start their own business. 8
61%would rather be an
entrepreneur than an employee. 7
60%want their jobs to impact
the world. 5
76%wish their hobbies could become a full time job. 5
MINDFUL SPENDING33%
want to buy a car as a top financial goal. 13
62%prefer to spend money on experience rather
than a product. 14
4%spend over $ 400 a week.
38%spend money on
friends & family. 13
89%consider themselves price conscious. 12
76%spend money on
themselves. 13
V.R. BECOMESNORMALITY
CONSTANTCONNECTION
BETTER UNDERWEAR
DESIGNTHINKING
POPULAR TRENDS
POPULAR TRENDS
ROCKER REDUXNORMCORE
GENDER NEUTRAL NEO RAVE
MEDIA & TECH
79%display symptoms of emotional distress when away from their
electronic devices. 4
46%of 8 to 12 year olds have an active Facebook account. 6
25%of 13 to 17 year olds have left Facebook this year. 16
71%of teens use more than one social network site.
Other
Top Social Media Platforms for teensAges 13-17
What Gen Z Wants From Companies
genuine postson social media
similar value system interact with them as friends would
ability bounce from brand
BRAND CONNECTIONS
Emai
l
Soci
al M
edia
Onl
ine
Ads
Posta
l Mai
l
Out
door
Ads
33%
34%
28% 13
% 14%
How Gen z Wants to be Reached18
Unsuccessful Brands• Not willing to drop logo
centric strategy 18
• Reinvesting in store fronts 18
• Company executives appear to only have to just begin researching Millennials 18
• Addmitedly know very little about kids in early teens 18
Successful Brands• Secures endorsements from
top tier athletes 19
• Praised for innovative technology 19
• Recently announced plans to stop publishing nude photos 21
What This Means For Your Company• Support a social cause. 5
• Your campaign can be edgy and should be progressive but never trashy. 7
• Promote an uplifting and positive message. 7
• Connect with users with live streaming and collaboration technology. 5
What This Means For Your Company• Don’t rely on your logo to sell your products. 22
• Empower users with control over preference settings. 5
• Don’t go too expensive or too cheap. 9
• Company website should be highly mobile friendly. 9
• Keep the message short. 5
• Tap into entrepreneurship mentality. 5
Sources1. Move Over, Millennials, Here Comes Generation Z - The New York Times. (2016, October 27).
2. Generation Z: Forget Everything You Learned About Millennials. (2016, October 27).
3. Multiracial Gen Z And The Future Of Marketing 09/03/2015. (2016, October 27).
4. 15 Mind-Blowing Stats About Generation Z. (2016, October 24).
5. Generation Z: Marketing’s Next Big Audience - Visual Capitalist. (2016, October 24).
6. Marketing to Generation Z: Why Your Millennial Plan is Kaput. (2016, October 24).
7. Generation Z characteristics: 5 infographics on the Gen Z lifestyle - Vision Critical Blog. (2016, October 24).
8. Millennials vs Generation Z: What Employers Must Know (Infographic). (2016, October 24).
9. 7 Generation Z Trends Impacting Consumer Brands In 2016. (2016, October 24).
10. Why Everything Brands Say About Gen Z Is Wrong | Co.Create | creativity + culture + commerce. (2016, October 27).
11. “What Is Generation Z, And What Does It Want? | Co.Exist | ideas + impact. (2016, October 24).
12. Gen Z Remains Price Conscious And Seeks Experiential Retail. (2016, October 27).
13. 5 Trends That Will Inspire and Engage Both Millennials and Gen Z. (2016, October 24)
14. Getting to Know Gen Z’s Shopping Behaviors. (2016, October 24).
15. http://www.retailperceptions.com/wp-content/uploads/Retail_Perceptions_Report_2016_07.pdf. (2016, October 24).
16. Teens, Social Media & Technology Overview 2015 | Pew Research Center. (2016, October 27).
17. How to Spot a Member of Generation Z - The New York Times. (2016, October 24).
18. Abercrombie Is Out Of Touch - Business Insider. (2016, October 27).
19. Nike is the top teen brand - Business Insider. (2016, October 27).
20. Generation Z Spending Habits - Business Insider. (2016, October 24).
21. Brands stop using sexy advertisements - Business Insider. (2016, October 27).
22. Things We Know About Marketing To Gen Z - business.com. (2016, October 27).
Shannon Fahy, Andres Bronnimann, Ava Slifko
Fall Semester 2016
ADES 202 Concept & Communication and GDES 239 Graphic Design I
Vivian Owen and Jeff Bleitz Instructors
Ringling College of Art and Design
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