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Source: Google Images

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WHO ARE THEY?

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MOVE OVER MILLENIALS, IT’S TIME TO TALK TO GEN Z

19 years old and represent 10% of UK population

| G E N Z | 2 0 1 5

WHAT ARE THEIR MEDIA HABITS?

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THEY ARE TECH ADDICTS

They live in constantly connected digital world where everything and everyone is accessible at the press of a

button.

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THEIR PHONE, THEIR LIFE

They communicate through their phones with bite sized messages, at speed, often with just images and

symbols. A behaviour that is turning them into the ultimate consumers of

snack media.

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MEDIA MULTI-TASKERS

BUT IT COMES AT A PRICE…

They live online, simultaneously sharing details of their lives across

multiple platforms.

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

Neuroscience research now suggests that their brains have

evolved to process more information at faster speeds,

making them more cognitively nimble.

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THEIR ATTENTION SPAN IS SHORT

8 SECONDS

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BUT THEY WILL LISTEN TO BRANDS

28% of Gen Z say they want marketers to reach them online, compared with 16 percent of millennials who feel the same. 

They are used to seeing online ads and were never faced with these:

Source: Adage 2015

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HOW DO THEY FEEL ABOUT BRANDS?

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THEY VALUE BRANDS IN THEIR LIVES

Of all young respondents characterise brands as

“essential” to them

½

Source: iProspect Gen Z Report 2015

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WHAT DO THEY EXPECT FROM BRANDS?

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GIVE THEM: FAME

Gen Z’s entrepreneurial spirit, coupled with the rise of social media and crowdsourcing, means they are more inclined than previous generations to

partner with brands in co-creating new content and experiences.

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GIVE THEM: FUNCTIONAL MARKETING

Generation Z expect a brand’s marketing to add as much value as the product itself.

The Nike Training Club (NTC) is a programme which provides both online workouts via an app and offline workouts via boot camps for women across the world, for

free!

As a brand, they have developed an experience which adds value to consumers and in doing so,

have also created a very powerful marketing tool.

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GIVE THEM: INFLUENCERS NOT AMBASSADORS

67% 37%67% of Gen Z would rather see “real people” (aka their own peers)

endorsing a brand compared to just 37% of Millennials.

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GIVE THEM: HIGH IMPACT VISUALS

Instagram, Vine, Snapchat and the rise of emojis all point towards a culture that is visually lead.

The language their use to communicate has become more graphic. Graphic-driven design will catch and guide their eyes faster than text but don’t patronise.

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GIVE THEM: PERSONALISATION

Either physically or virtually

Companies that are personalising web experiences are

seeing an average

19% uplift in sales