Millennials, Are You Ready For Gen Z?
[ 30.04.2016 ]
They're humble, pragmatic, and hardworking. They make stuff and sell it on Ebay—then show you how they did it on YouTube. They worry about the future, but mug on Instagram and gossip on Snapchat. They want to change the world, and they've got the numbers to do it.
They're Generation Z, born roughly between 1996 and 2011, outnumbering Millennials by a million and fast on their way to becoming the next powerhouse to dictate trends in the marketplace and the workplace.
So put down that smartphone and shake hands, Millennials. This is a group you can't afford to ignore.
Shaped by Chaos
In contrast to Millennials, who have seen a full cycle of boom and bust, Z's have experienced only economic malaise and political and environmental disruption, said Lucie Greene, worldwide director of the Innovation Group at J. Walter Thompson. The agency did a study of 12- to 19-year-old Gen Z's, a generation that has never known a time before terrorist attacks and financial crises.
As a result, they worry about the future—the world's and their own. In the study, 36% reported being nervous or anxious, and 27% said they had experienced extreme stress, compared with 21% of adults. They fret less about “typical" teen problems like looks and popularity than they do about getting a good job and becoming successful, cited as the top concern by 64%.
Gen Z is also more diverse, and more accepting of diversity. Due to demographic changes, more of them are minorities or multiethnic. They grew up with an African-American president and have seen same-sex marriage become commonplace. They don't care about someone's color, religion or sexual orientation, but they care very much about honesty, sincerity and openness.
http://www.coca-colacompany.com/stories/millennials--are-you-ready-for-gen-z-/
They're Generation Z, born roughly between 1996 and 2011, outnumbering Millennials by a million and fast on their way to becoming the next powerhouse to dictate trends in the marketplace and the workplace.
So put down that smartphone and shake hands, Millennials. This is a group you can't afford to ignore.
Shaped by Chaos
In contrast to Millennials, who have seen a full cycle of boom and bust, Z's have experienced only economic malaise and political and environmental disruption, said Lucie Greene, worldwide director of the Innovation Group at J. Walter Thompson. The agency did a study of 12- to 19-year-old Gen Z's, a generation that has never known a time before terrorist attacks and financial crises.
As a result, they worry about the future—the world's and their own. In the study, 36% reported being nervous or anxious, and 27% said they had experienced extreme stress, compared with 21% of adults. They fret less about “typical" teen problems like looks and popularity than they do about getting a good job and becoming successful, cited as the top concern by 64%.
Gen Z is also more diverse, and more accepting of diversity. Due to demographic changes, more of them are minorities or multiethnic. They grew up with an African-American president and have seen same-sex marriage become commonplace. They don't care about someone's color, religion or sexual orientation, but they care very much about honesty, sincerity and openness.
http://www.coca-colacompany.com/stories/millennials--are-you-ready-for-gen-z-/