GEN Z IS ABOUT TO CHANGE THE WORLD AND
SET IT ON
FIRE!
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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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Andre S. HarrisPresident & Proud Gen X Culture Transformation Resources, LLC www.CTRConsultingServices.com [email protected] 1-877-CTR-1236 OR 1-877-287-1236 @AndreHarrisCTR Andre Harris CTR www.linkedin.com/pub/andre-harris/31/56a/744/