Generation Z on Fire by CTR

GEN Z IS ABOUT TO CHANGE THE WORLD AND

SET IT ON

FIRE!

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GET READY FOR

By Andre S. Harris, Culture Transformation Resources, LLC

LET’S TALK ABOUT GENERATION Z. HERE’S WHAT WE KNOW…

THERE IS A POPULATION TSUNAMI APPROACHING.

Tradi&onalists,(70+),10%,

Boomers (51-69)

24%

Gen,X,(36950),15%,

Gen,Y,(20935),25%,

Gen Z,(<19),

26%

Source: US Census Bureau, 2012 (via Mintel 2014) and Randsta

361,000 approximate number of babies

born in the world each day. More than a quarter of America’s

population belongs to

Gen Z, and with each birth, the segment

is growing.

23 Million Gen Zs born between 1995 and

2010

A GENERATION WITH DISPOSABLE INCOME.

Source: Mintel 2013 “Activities of kids and teens.”

361,000 approximate number of babies

born in the world each day.

More than a quarter of America’s population belongs to

Gen Z, and with each birth, the segment

is growing.

Gen Z receive $16.90 per week in allowance which translates to

$44 billion a year

THEY INFLUENCE HOUSEHOLD PURCHASES.

Source: JWT Intelligence 2012

361,000 approximate number of babies

born in the world each day.

More than a quarter of America’s population belongs to

Gen Z, and with each birth, the segment

is growing. TV 60%

CELL PHONE 55%

COMPUTER 52%

HOME FURNISHING 32%

FAMILY CARS 29%

TOYS 84%

APPAREL 74%

THE WEEK’S DINNER MENU 73%

ENTERTAINMENT 69%

FAMILY VACATION 65%

Percentage of moms who feel their Gen Z child is influential when purchasing the following…

THEY ARE EAGER TO START WORKING.

Source: “High School Careers” study by Millennial Branding and internships.com

55% of high school students feel

pressured by their parents to gain early professional

experience. 4 in 5

high school students believe they are more driven than their

peers.

GEN Zs INTEND TO CHANGE THE WORLD.

Source: Department of Labor 2013

26% of 16-18 year olds are currently volunteering.

Social listening reveals that Gen Z are determined to

“make a difference”

and “make an impact.” Social entrepreneurship is one of the most popular career choices.

THIS IS WHAT MILLENNIALS STARTED…

Social listening reveals that Gen Z are determined to

“make a difference”

and “make an impact.” Social entrepreneurship is one of the most popular career choices.

Mark Zuckerberg Fame Age: 20

Profession: Internet Entrepreneur

THIS IS HOW GEN Z TOOK OVER…

Thomas’ TED Talk in 2011 received over

1.3 million views.

Thomas Suarez Fame Age: 12

Profession: App Developer

and Innovator

THIS IS THE NEW NORM FOR GEN Z.

Logan Laplante Fame Age: 13

Profession: Advocate for DIY Education

Logan’s TED Talk in 2013, “Hackschooling

Makes Me Happy,” has received over

7.7 million views.

WHAT WE KNOW ABOUT GEN Z.

WHAT MADE THEM WHO THEY ARE?

GROWING UP IN A POST 9/11 WORLD DURING A RECESSION.

1 in 4 American children

are living in poverty.

73% of American were

personally affected by the Great Recession.

Gen Z Were developing their

personalities and life skills in a socio-economic

environment marked by chaos, uncertainty, volatility

and complexity.

Blockbusters like The Hunger Games and

Divergent depict teens being slaughtered. No

wonder Gen Z developed coping mechanisms and a

certain resourcefulness.

Source: Rutgers 2013, Annie E. Casey Foundation 2013

30% of high school students today

are pushing out their graduation date.

Gen Z Witnessed the struggles

of Millennials (think: older sibs, many still living at

home), and have resolved to do things differently.

Source: Rutgers 2013, Annie E. Casey Foundation 2013

THEY LEARNED THAT TRADITIONAL CHOICES DON’T GUARANTEE SUCCESS.

Source: Report from Education Week via The Atlantic

GEN Z were raised in an

American education system that focused on

mainstreaming and classroom diversity.

As a result, they are collaborative team players

where everyone is equal to winning and losing.

Source: Rutgers 2013, Annie E. Casey Foundation 2013

THEIR EDUCATION SYSTEM FOCUSED ON INCLUSIVE CLASSROOMS AND DIFFERENTIATED INSTRUCTION.

NATURE VS. NURTURE: GEN Z HAD A UNIQUE CHILDHOOD.

+400% Increase in multiracial marriages (Black and

White) in the last 30 years (with a 1,000% increase in Asian-White marriages).

MODERN FAMILIES COME IN ALL COLORS AND SIZES.

Multiracial children is the fastest growing youth group in the US.

+50% Increase in multiracial youth population since

2000 (to 4.2 million).

Source: Census: “The two or more races population: 2010 Census Brief”

-1.5% Decrease in the caucasian 6-17 year-old population

is projected by 2018.

GREATER DIVERSITY AMONGST TEENS AND TWEENS.

Research shows that multiracial children tend to be high achievers with a strong sense of self and adaptability to change.

+7.6% Projected increase in the Hispanic teens population over the next five years,

the fastest growing population in the US.

Source: Mintel “Activities of kids and teens – US – November 2013

TRADITIONAL GENDER ROLES HAVE BEEN CHALLENGED.

Source: GoldieBlox.com

Gender roles

And norms are blurring, which may make it harder

for Gen Z to find mates and maintain households when

they become adults.

Self-identity

is less constructed by gender than for past

generations.

With studies showing the adverse effects of

HELICOPTER parenting, parents of Gen Z have been discouraged from

MOLLYCODDLING. As a result, Gen Z have been

given more space than Millennials, accessing

answers and inspiration on the Internet, and are more self-directed.

PARENTING STYLES HAVE SHIFTED.

Source: Census: “The two or more races population: 2010 Census Brief”

Gen Z have been raised in larger, extended households as retired grandparents have moved in and Millennial siblings (Boomerang Kids) have moved back home.

As a result, they are sharers and have greater affinity and respect for the elderly. Gen Z share many of the same values as the Great Generation (Traditionalists).

THEY LIVE IN MULTI-GENERATIONAL HOUSEHOLDS.

GEN Z IS REMARKABLY DIFFERENT… THEY WORRY ABOUT THE ECONOMY.

Source: JWT Intelligence

72% of high school

students want to start a business

someday (compared to 64% of college

students).

Surrounded by DIY

education and crowdsourcing,

these teens dream of self employment.

They feel pressured to gain professional experience at a very early age. Low wage

entry level Gen Z jobs lead to

competition with struggling

Millennials, fueling competitiveness.

Source: Rutgers 2013, Annie E. Casey Foundation 2013

ENTREPRENEURSHIP IS IN THEIR DNA.

61% of high school

students want to be an entrepreneur rather than an

employee (compared to 43% of college

students).

Source: Millennial Branding and Internship.com, 2014, Mintel 2014

Source: Rutgers 2013, Annie E. Casey Foundation 2013 Source: Millennial Branding and Internship.com, 2014, Mintel 2014

SOCIAL MEDIA AS RESEARCH TOOL.

Source: Pew Research, “How teens do research in the Digital world” 2012.

52% of teens use YouTube or other Social Media

sites for a typical research assignment

in school.

Source: JWT Intelligence

Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press

THEY THINK SPATIALLY AND IN 4D.

2005 The year that Google

Maps launched with its satellite and zooming

functions.

Gen Z Have always known how to zoom, pinch and swipe.

They have grown up with hi-def, surround-sound,

3D and now 4D – 360 degree photography and

film is their normal.

Ultra slow motion and hi-speed video is their

standard.

THEY LACK SITUATIONAL AWARENESS.

Teachers say that Gen Z lack situational awareness, oblivious to their surroundings and unable to give directions.

Some speculate that Gen Z have become overly reliant on their devices.

Source: Pew Research, 2012

THEY DON’T WANT TO BE TRACKED.

25% of 13-17 year-

olds left Facebook

in 2014.

Source: Facebook Social Ads Platform (“Potential Reach”), 2013.

As Social Media natives, attuned to NSA surveillance issues, they are more concerned about disabling their phone’s geolocation

than their privacy settings. Gen Z are drawn to incognito media such as

Snapchat, Secret and Whisper.

THEY COMMUNICATE WITH SYMBOLS.

Gen Z speak in

and

Symbols and glyphs provide context and create subtext so

they can have private conversations.

Emoji alphabets and icon

“stickers” replace text with pictures.

Source: Pew Research, 2012.

THEY COMMUNICATE WITH IMAGES.

Source: AFP News Report, via MarketingCharts 2013 .

Source: WebMD (CDC Survey 2014)

41% of Gen Z spend >3 hours

per day on their computers for

non-schoolwork-related purposes

(compared to 22% a decade ago).

THEY SPEND MORE TIME WITH COMPUTERS.

Source: JWT Intelligence and Pew Research Center.

81% of teens use some

kind of Social Media.

THEIR SOCIAL CIRCLES ARE GLOBAL.

26% of Gen Z would need to fly to visit most of their social network

friends.

Source: Sustainable Behavior in Adults, August 2013; JWT Intelligence

80% Know about man’s

impact on the planet.

THEY ARE HYPER-AWARE AND CONCERNED ABOUT SOCIAL ISSUES.

78% Are concerned about

world hunger.

9 of 10 Continue to feel optimistic about their own future.

77% Are concerned about children around the

world dying of preventable disease.

7 of 10 Feel optimistic about

the future of the environment.

76% Are concerned about man’s impact on the

planet.

Source: Ameritrade, Generation Z and Money Survey 2014.

SOCIAL CONSCIOUSNESS. MAJORITY OF GEN Z WANT A JOB THAT ALLOWS THEM TO

MAKE A POSITIVE CONTRIBUTION TO SOCIETY.

THEY PREFER FACE-TO-FACE COMMUNICATION WITH MANAGERS OVER TECHNOLOGY.

Source: Millennial Branding and Ranstad US 2014

GEN Z GREW UP WITH TECHNOLOGY, YET 51% PREFER IN-PERSON COMMUNICATION OVER TOOLS

LIKE EMAIL (16%) AND INSTANT MESSAGING (11%).

TECHNOLOGY IS A DISTRACTION.

Source: Millennial Branding and Ranstad US 2014

TOP DISTRACTIONS AT WORK:

1.  INSTANT

MESSAGING (37%)

2.  FACEBOOK (33%)

3.  EMAIL (13%)

GEN Z IS MOST MOTIVATED BY OPPORTUNITIES FOR ADVANCEMENT (34%).

Source: Millennial Branding and Ranstad US 2014

WORK VIEWS.

Source: Millennial Branding and Ranstad US 2014

76% PREFER HANDS-ON WITH

PROJECTS.

65% SAY CO-WORKERS

ENABLE THEIR BEST WORK.

58% WANT TO WORK

INDEPENDANTLY.

HEALTH CONSCIOUS.

Source: Millennial Branding and Ranstad US 2014

HEALTH CARE COVERAGE IS THE

#1 EMPLOYEE BENEFIT.

40% WANT

COMPANIES TO HAVE A

WELLNESS PROGRAM.

Source: Ameritrade, Generation Z and Money Survey 2014.

FEELING INSPIRED IS IMPORTANT TO GEN Z.

GEN Z WANTS THEIR MANAGERS TO LISTEN TO THEIR IDEAS (61%).

Source: Millennial Branding and Ranstad US 2014

THEY CRAVE HONESTY IN A LEADER.

Source: Millennial Branding and Ranstad US 2014

52% OF GEN Z STATE THAT HONESTY IS THE MOST IMPORTANT QUALITY OF A LEADER.

VISION AND COMMUNICATION ARE IMPORTANT IN LEADERS TOO.

Source: Millennial Branding and Ranstad US 2014

32% WANT A LEADER WITH GOOD

COMMUNICATION SKILLS.

34% OF GEN Z BELIEVE LEADERS SHOULD EXHIBIT A

SOLID VISION.

GEN Z SAYS THEIR BEST ATTRIBUTE IS THEIR POSITIVE ATTITUDE (78%).

Source: Millennial Branding and Ranstad US 2014

GEN Z PERCEPTIONS OF GEN Z.

Source: Millennial Branding and Ranstad US 2014

1.  CREATIVE 57%

2.  OPEN-MINDED 54%

3.  NEW IDEAS 52%

4.  INTELLIGENT 44%

5.  CUTTING-EDGE

THINKING 41%

5. LAZY 41%

GEN Z DESCRIBE THEMSELVES AS CREATIVE, OPEN-MINDED AND INTELLIGENT.

GEN Z HONESTY.

Source: Millennial Branding and Ranstad US 2014

GEN Z ALSO DESCRIBE THEMSELVES AS…

LACKING FOCUS

37% SELF-CENTERED

32%

GEN Z SEEKS EDUCATION AND KNOWLEDGE.

Source: JWT Intelligence 2012; Edudemic Survey

Source: Ameritrade, Generation Z and Money Survey 2014.

GEN Z SEE HIGHER EDUCATION AS THE KEY TO SUCCESS.

Source: Ameritrade, Generation Z and Money Survey 2014.

GEN Z WORRIES…

GEN Z WORRIES ABOUT JOBS AND UNEMPLOYMENT… BUT TO A LESSER EXTENT THAN LAST YEAR.

Source: Ameritrade, Generation Z and Money Survey 2014.

GEN Z AFTER COLLEGE. GEN Z EXPECTS TO FIND A JOB AS SOON

AS POSSIBLE, THOUGH HALF WOULD TRAVEL IF $ WAS NO OBJECT.

Source: Ameritrade, Generation Z and Money Survey 2014.

GEN Z FINANCIAL CONCERNS.

Source: Ameritrade, Generation Z and Money Survey 2014.

GEN Z CREDIT CARD DEBT. BALANCE DUE ON CREDIT CARD INCREASES WITH AGE,

AND IS SIGNIFICANTLY HIGHER THAN LAST YEAR.

HOW TO CONNECT WITH GEN Z.

Source: Gen Z by Sparks & Honey 2014.

GEN Z

Tech Innate: 5 Screens Think in 4D

Judiciously Share (GeoLoco Off) Active Volunteers

Blended (race & gender) Togetherness

Mature Communicate with Images

Make Stuff Humility

Future Focused Realists

Want to Work for Success Collective Conscious

DON’T TREAT THEM LIKE MILLENNIALS.

Millennials

Tech Savvy: 2 Screens Think in 3D Radical Transparency: Share All Slacktivists Multi-Cultural Tolerance Immature Communicate with Text Share Stuff Have Low Confidence Now Focused Optimists Want to be Discovered Team Orientation

Source: Gen Z by Sparks & Honey 2014.

DON’T TREAT THEM LIKE MILLENNIALS. VERY DIFFERENT EXPERIENCES AND REFERENCES.

FAMOUS GEN Z.

Jaden Smith

Abigail Breslin

Chloe Grace Moretz

Elle Fanning

Shawn Mendes

Jackie Evancho

Rowen Blanchard

Kylie Jenner

Codie Simpson

Austin Mahone

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Pleasecontactusforthecompletepresentationorotherpresentations:•  MillennialsBendingtheRulesintheWorkplace•  GenXfromXhaustedtoXtreme•  UnlockingSecretsofBabyBoomers•  Traditionalists,TheSilentGeneration–Healthy,WealthyandWise•  LeadingMultigenerationalEmployees•  FiveGenerationsWorkingTogether

Ms.Harrisisavailableforkeynotepresentations,managementtraining,leadershipworkshops,retreatsandothercorporateandnon-profitengagements.

Andre S. HarrisPresident & Proud Gen X Culture Transformation Resources, LLC www.CTRConsultingServices.com Andre@CTRConsultingServices.com 1-877-CTR-1236   OR  1-877-287-1236 @AndreHarrisCTR Andre Harris CTR www.linkedin.com/pub/andre-harris/31/56a/744/