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Be Aware of Generation Z

Stylized letter "Z" with wording about technology

According to Forbes,  the generation after Millennials, which they defined as people born from the mid-1990s to the early 2000s, made up 25% of the U.S. population in 2015, making them a larger cohort than the Baby Boomers or Millennials. These people are known as Generation Z (Gen Z, for short). They are a very important demographic because most of Generation Z have used the internet from a young age and they are generally comfortable with technology and with interacting on social media. 

According to a 2017 survey by Cone Communications, 94% of Gen Z believes companies ought to address social and environmental issues (as compared to only 87% of Millennials, and only 86% of the general population).

MNI Targeted Media Inc. released a paper titled “Generation Z: Unique and Powerful” containing data that it compiled on Gen Z which will help marketers gain insight into their habits, interests and activities. Everyone in the digital media industry should pay attention.

Because of their numbers, Gen Z is and will be influential in ways we are just beginning to see. This generation makes sophisticated choices about identity, purpose, and values. They’ve spent their lives surrounded by digital content and they know how to filter anything that lacks the right tone, language, and relevancy. They are a generation driven by values, with 68 percent identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behavior. They are financially savvy—their formative years were dominated by the Great Recession—with 72 percent of persons surveyed agreeing that price is the most important factor when making a purchase, and 60 percent having a savings account, more than any other generation at this age (according to GenZGuru.com).

The MNI Generation Z study findings include these really interesting numbers:

Vicki Brakl, VP Marketing of MNI Targeted Media Inc. says that “Marketers who consistently provide value and relevancy in their messaging, and their corporate actions, will earn Gen Z’s respect and dollars.”

Food for thought.