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What You Need to Know About Generation Z

Nela & Boris at Lighthouse Point complex - Collingwood, Ontario (August 2nd, 2008)

As Millennials are making their impact on today’s work force, employers are turning to see what they can expect from Generation Z as they prepare themselves for today’s economy. Described as people born from the mid 90’s to mid 2000’s, Generation Z is just now starting to make its impact. Make no mistake: marketers are scrambling to be the first ones to figure out this generation. Fickle, smart, and diverse, Generation Z is quite different from the entitled Millennials, and are predicted to be more like their great grandparents rather than their older siblings. Here are a few key things you need to know about Generation Z’ers:

  • They Are Diverse: With birth rates for Hispanic and Mixed children soaring between the years of 2000 and 2010, this diverse generation sees their African-American president as normal, not a breakthrough.
  • They Move On Quick: With Vine, the social media platform built exclusively on 6-second videos, as the prevalent form of Social Media among Generation Z’ers, you can count on a generation that will forget about your product just as quickly as they saw it.
  • They Are Risk Averse, Safe: Having grown up during tumultuous times, Gen Z’ers are subjected to their parents, the Gen X’ers, will to provide safety where there was none before. Products featuring extra safety features, promoting sustainability, or that promise to be free of toxins are a selling point to these kids and their parents.

Most of all, it is a generation that values the long term. After seeing how Millennials are bearing the weight of the baby boomers, Generation Z’ers are pragmatic and are not looking for a quick fix. Once you can understand the above characteristics, you can begin to understand Generation Z. Marketers will have to be able to understand minds that have short attention spans, but are still looking for the long term. Though it may be confusing and contradictory at first, the first to master their market will have large rewards to reap.

Read the full article here in The New York Times.