Studies differ on the exact year Generation Z was born, but generally speaking, most sources tend to agree that it was around the mid 1990s.
As each generation ages, their elders seem to form what is usually an unfavourable opinion of ‘the youth of today’, but these are often misconceptions and inaccurate generalisations. Nonetheless, this can be very confusing for brands looking for clues on how to best engage with this demographic.
Here we address 5 common assumptions about Generation Z and discover the true characteristics of this age of consumers that marketers should take note of.
1. Generation Z demand funky office environments and quirky facilities
Don’t get hung up on the beanbags and the foosball tables themselves… it’s more about what these items represent – interaction with others, a balance between work and leisure, collaboration and an informal setting to share ideas and bounce off each other.
Browser Media’s resident Generation Z’er, Will Greenwood, explains why companies need to ‘get the basics right before thinking about installing a slide in the office to be quirky”.
“A comfortable, relaxed, friendly work space is far more likely to attract the next wave of employees over flashy gimmicks that actually cover up what could be a rather sterile working environment… getting the right office culture should be a priority”.
Okay, so how does this relate to marketing? Well, the Gen Z audience enjoy topical discussions with others about shared view and experiences. Therefore creating a community around your brand is a great way to tap into this generation of consumers, encouraging them to share opinions and inspiration – all centred around your brand.
2. Generation Z will be just like millennials when they get older
Generation Z are not just the new wave of millennials.
Whilst millennials are typically more inclined to seek out designer labels and swanky scenery, Generation Z are far less brand conscious and therefore many companies are not going to be able to sit back and let their logo do the selling for them anymore.
Will comments: “Each generation always has key differences from the previous as the world around them is changing so are their habits and actions, and this couldn’t be any more true about Generation Z. Society has changed massively in recent years and Gen Z’ers are the first ones to adapt to that change… they are far more tolerant and accepting of other people’s differences compared to the previous generation. Social norms have changed and marketers need to ensure they are staying up to date