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