Generation Z will soon become the most important generation for the future of retail, and many will have huge spending power by 2026.
To capture a portion of this growing group, retailers and brands need to start establishing relationships with Gen Zers now.
But Gen Zers are different from older generations because they are the first consumers to fully evolve into the digital age. They prioritize using mobile devices over desktop computers and have high expectations for their online time management.
But Gen Zers are different from older generations because they are the first consumers to fully evolve into the digital age. They prioritize using mobile devices over desktop computers and have high expectations for their online time management.
Table of Contents:
- What is Generation Z?
- What are the common characteristics of Generation Z?
- Understanding the digital habits of Gen Z
- Actionable Tips for Marketers
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What is Generation Z:
Generation Z is the youngest, most ethnically diverse, and largest generation in American history, comprising 27% of the US population.
Gen Z is now defined by Pew Research as anyone born after 1997.
Gen Z grew up with technology, the Internet, and social media, which sometimes leads them to be portrayed as tech-addicted, antisocial, or "social justice warriors.
What are the common characteristics of Generation Z?
Before turning twelve, the majority of Generation Z acquired their first smartphone.
The majority of Gen Z prefer streaming services over traditional cable, plus they get snackable content on their phones and computers.
In terms of the American population by generation, Gen Z is the most ethnically diverse and largest generation in American history and surpasses all generations before them in embracing diversity and inclusion.
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Understanding the digital habits of Gen Z:
Source: Safalta
They communicate primarily through social media and text and spend as much time on their phones as older generations spend watching television.The majority of Gen Z prefer streaming services over traditional cable, plus they get snackable content on their phones and computers.
In terms of the American population by generation, Gen Z is the most ethnically diverse and largest generation in American history and surpasses all generations before them in embracing diversity and inclusion.
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Understanding the digital habits of Gen Z:
Like the Millennial generation that came before them, Gen Zers are digitally at the forefront.
However, unlike many “older” millennials, Gen Z is the first global generation to be digitally connected since birth.
which helps to explain why they have a penchant for LinkedIn and other social media.
The majority (71%) of Gen Zers spend more than an hour on social media every day; 63% visit LinkedIn more than once a week.
Other research shows that Gen Z's daily social media use is nearly an hour more than the average millennial.
Gen Z aren't just connected, they're hyperconnected: 74% of Gen Zers say they spend most of their free time online, and 66% report they use multiple connected devices at one time. The same research shows Gen Z to be smartphone-centric, with nearly three-quarters using their smartphones more often than computers or other devices.
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Actionable Tips for Marketers:
Gen Z aren't just connected, they're hyperconnected: 74% of Gen Zers say they spend most of their free time online, and 66% report they use multiple connected devices at one time. The same research shows Gen Z to be smartphone-centric, with nearly three-quarters using their smartphones more often than computers or other devices.
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Actionable Tips for Marketers:
Here are some ways marketers can start moving their branding and content creation in a direction that appeals to this generational group:
- Create content that aims to help Gen Z adapt more efficiently, improve their creativity, and present themselves with greater sharpness. “Easily adaptable” and “creativity skills” are Gen Z’s top current skills (and also among the top four fastest-growing skills). “Presentation skills” are Gen Z’s fastest-growing skill by a huge margin.
- Create a mobile-first strategy. Gen Zers prefer mobile devices more than others.
- Make sure your content is interactive and puts the user at the center of it. Gen Z loves the feeling of being in control. In fact, more than half of people would like to control the narrative of what they're streaming.
- Aiming to collaborate with Gen Zers. The ideal leader for Generation Z is a collaborator rather than a director, controller, or commander. If your thought leadership content is in line with Gen Z's leadership style preferences, it will have a greater impact.
- Check out the new LinkedIn Pages tool for attracting top talent. Do you want to attract top Gen Z marketing talent during the Great Reshuffle (which, by the way, is largely driven by Gen Z)?
There's no reason to be afraid of Gen Z.
Like every generation that came before them, Gen Z grew up in technologically advanced times and thus has developed slightly different habits, values, and content preferences.
By understanding and taking into account what matters to Gen Z, you can elevate your brand and future-proof your marketing approach.
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After ignoring the digital revolution and millennial buyers for too long, retailers and brands have spent the last decade trying to capture the interests and habits of millennials – so they can stay ahead of Gen Z's tendency to be online all the time. It is important to get out. And ensure to meet the digital expectations of this generation.
No matter who you're marketing to, subscribe to the LinkedIn Marketing Blog to get insight and advice that can take your results from average to extraordinary.
What are the birth years and age ranges of Generation Z?
In general, 72 million people born between 1997 and 2012 are referred to as members of Generation Z.
Is Generation Z conservative?
Compared to previous generations, Generation Z believes itself to be a more accepting and tolerant generation. Nearly half of Gen Z are minorities, compared to 22% of Baby Boomers, and the majority of Gen Z support social movements such as Black Lives Matter, transgender rights, and climate change.
What are the common names of Generation Z?
Generation Z, or Gen Z, is also sometimes called iGen, or Centennials.
What's after Generation Z?
Gen Alpha, which comprises all people born after 2010, is the generation that comes after Gen Z. Gen Alpha is still very young but is on its way to becoming the most transformative age group ever.
