Generation Z, born between 1997 and 2012, is a diverse and dynamic group that has experienced fast technological advancements, social change, and globalization during their formative years. As Gen Z members begin to enter the workforce and gain financial independence, brands must adapt their marketing strategies to better resonate with this emerging generation, moving away from tactics previously designed for millennials. To effectively engage with Gen Z, understanding their defining characteristics is must. Here are the most prominent traits that set them apart.
1. DIGITAL NATIVES
This Gen Z, being the first generation to grow up surrounded by smartphones, social media has developed a unique relationship with technology. With 95% of teens having access to a smartphone and 45% admitting to being online ’almost constantly,’ this generation has become highly adaptable to new digital tools and platforms. As a result, Gen Z is skilled at multitasking, has a preference for visual content, and exhibits shorter attention spans due to the fast-paced nature of the digital media landscape.
Brands that Get It: TikTok
TikTok’s appeal to Gen Z can be attributed to its focus on creativity, authenticity, and community-building. The platform’s format caters to Gen Z’s preference for bite-sized content that is easy to consume and share. TikTok’s algorithm also prioritizes content based on users’ interests, making it easier for Gen Z to discover and connect with like-minded individuals and niche communities. As a result, over 70% of Gen Zers say they spend at least some time during their day on the platform.
2. AI SUPERUSERS
One of the defining traits of Gen Z is their comfort with and reliance on artificial intelligence (AI) in various aspects of their lives. Nearly 80% of Gen Zers regularly use AI services and platforms. This high level of AI integration is not only reshaping their personal experiences, but also redefining the future of work as Gen Zers increasingly expect and prefer intelligent technologies in their professional environments. Research indicates that 49% employ AI tools on the job.
Brands that Get It: Tome
Tome, an AI-infused storytelling tool, has become a sensation among Gen Z users. Artists and content creators utilize Tome’s AI-powered text and image suggestions to create unique materials, such as presentations and pitch decks. The platform’s popularity among Gen Z can be attributed to its innovative approach to presentations, which combines a fresh perspective with the power of artificial intelligence.
3. DIVERSE AND INCLUSIVE
Gen Z is the most racially and ethnically diverse generation in U.S. history, with 48% identifying as non-white. This diversity has fostered a strong sense of inclusivity and open-mindedness among Gen Z members. They are more likely to embrace different cultures, beliefs, and lifestyles.
Brands that Get It: Fenty Beauty
Gen Z supports brands that celebrate diversity, such as Fenty Beauty. Launched by Rihanna, it offers a wide range of foundation shades filling a gap in the market by satisfying the needs of consumers who have previously been underserved. Fenty Beauty’s marketing campaigns feature models of various ethnicities, body types, and gender identities, further resonating with Gen Z’s values. The brand’s authentic approach to inclusivity has earned it the second spot as the most loved brand among Gen Z consumers.
4. FINANCIALLY CONSCIOUS
Having witnessed the 2008 financial crisis and burdened by student loan debt, Gen Z is more financially cautious than previous generations. They prioritize financial stability, value experiences over material possessions, and are more likely to save and invest their money. 89% of Gen Z members feel empowered when planning for their financial future.
Brands that Get It: Acorns
Brands like Acorns, a micro-investing app, have capitalized on this trend by offering user-friendly tools that make it easy for Gen Z to invest their money and plan for their financial future. Acorns’ approach matches with Gen Z’s desire for financial empowerment and has helped the brand gain popularity among this generation. Research shows that 11% of Gen Zers use this app on a regular basis. By addressing Gen Z’s financial concerns, financial platforms can capture a large share of this generation’s market.
5. ENTREPRENEURIAL SPIRIT
Gen Z have a strong entrepreneurial mindset, with many aspiring to launch their own businesses. 50% of Gen Z seek to avoid conventional corporate employment in favor of managing their own enterprises. Self-reliance, adaptability, and the potential to generate a positive global impact are the key motivations that drive them.
Brands that Get It: Depop
Depop, a peer-to-peer social shopping app, has capitalized on this trend by offering a platform that allows Gen Z to buy, sell, and exchange unique items, fostering creativity and entrepreneurship. Depop has enabled numerous Gen Z designers to go from selling their custom clothing to a niche group of followers to launching their global brands.
6. SOCIALLY AND ENVIRONMENTALLY CONSCIOUS
Gen Z is deeply concerned about social and environmental issues, and they expect companies to address these challenges. They are more likely to support brands that align with their values and demonstrate a commitment to sustainability and social responsibility. Statistics indicate that 73% of Gen Z consumers are open to the idea of spending more on eco-friendly products. On top of that, a majority of US Gen Z consumers (53%) express a desire for the brands they buy products from to show support for mental health initiatives.
Brands that Get It: ThredUp
Thredup, an online secondhand platform, capitalizes on Gen Z consumers’ focus on sustainability, offering a wide range of pre-owned clothing and accessories. The company claims the secondhand market is expected to reach $38 billion by 2027, which will be mostly driven by Gen Z. The younger generation’s approach to clothing sets the stage for a significant shift in the fashion and retail of the future.
CONCLUSION
Gen Z’s impact on the world is undeniable, and their defining characteristics will continue to shape the market for years to come. Brands that wish to stay relevant and connect with this influential generation must adapt their strategies to align with Gen Z’s values, including diversity, financial responsibility, entrepreneurship, and sustainability.
Source: https://www.wearethereach.com/insights/6-traits-that-define-gen-z
