Generation Z is unbothered, unfazed, and unapologetic when it comes to their social media prowess. Set to join Millennials as the dominant U.S. consumers much like Baby Boomers once did, Gen Z is a generation full of characteristics all their own. Leaving even the age closest to them stumped.
Born from the years 1995 to 2009, Gen Z’s core group is currently aged 13 to 22 years old, with a few outliers 23 to 24 years old. Gen Z is the first-ever mobile-first generation who can’t remember a world where smartphones and social media weren’t a part of their everyday lives. And before the older generations begin to talk about the adverse effects of technology and social media, this generation is already aware of the issue and are actively finding ways to counteract excessive screen time. Hence, crafting viral TikTok dances or commenting on videos way into the middle of the night. But all jokes aside, this generation is changing the social landscape as we speak, and marketers better take note, or they won’t keep up.
This online generation grew up in an era of progress. From marriage equality to body positivity, Gen Z is now entering a new age of gender identity and self-expression. Moved by activism, the first thing brands should know is that having a social good component is no longer just “nice to have,” it’s critical to gaining Gen Z’s attention. But don’t go overboard with sophisticated design; Gen Z can see right past that.
Move over Millennial Pink, Gen Z Yellow and technicolor are here to stay. This week, we’re decoding Gen Z and what marketers need to know to effectively communicate and attract this emerging generation.