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Generation Z is growing up. Sandwiched between Millennials and Generation Alpha, this group is emerging as an influential demographic and driving impactful change that will shape our future in ways we haven’t seen before.
This demographic, also known as Zoomers, is the largest generation on Earth ranging in age from 10 to 25. While we are not suggesting anyone market to grade schoolers, marketers should recognize the influence that the older segment of this group has today and, as the younger segment ages, the future should be an important part of your strategic plans.
PR Daily recently shared an interesting article on the top Gen Z trends for 2023, based on a new study from Instagram and forecasting firm WGSN in which 1,000 Gen Z social media users were asked what they most desire and expect in 2023—from nearly every aspect of life. Here are some key takeaways:
Gen Z cares deeply about a wide range of issues and wants the organizations and influencers they interact with to do the same. They are particularly concerned about climate change and disability rights.
In addition, Gen Z looking for ways to earn a little money on the side (outside the traditional full-time job). This could mean a major shift for employers in the years ahead. The time to start earning the financial trust of Zoomers is now. They’re interested, they’re young and they could become customers for many years ahead.
Zoomers are Not Millennials 2.0
While Millennials are aspirational, idealistic and expect brands to tell a story, Gen Z is authentic, pragmatic and prefers living the story versus telling it. They are the first generation to have access to the Internet and digital technology for almost if not all their lives and are spending more time on electronic devices and less time reading books than their counterparts. They do not like to be talked down to, hate clickbait and want to be informed in a more informal and light-hearted way than their predecessors.
According to Pew Research, American Gen Zers are the most ethnically diverse generation in history and are deeply interested in the world outside their own borders. As communicators, we must look beyond a mostly white culture to embrace this diverse group.
Zoomers are highly collaborative and prefer in-person experiences—particularly important following the time in which COVID kept us apart. By creating these types of experiences, we can attract and retain new talent, develop a new and loyal customer base and engage new advocates for our brand.
Gen Z is shaping the future of America. They are the future of our workforce. They are our employees, our consumers and, in the not-too-distant future, our leaders. It’s time we look at how we engage with them—in the workplace, on social media and in other spaces.
Is your brand resonating with Gen Zers—as customers, clients and employees? Reach out to AOE for help in engaging with this diverse and influential generation who is forging our future.