Marketing 0

Generation Z: The First Digital Natives
Marketers are now turning their attention to Generation Z. The
offspring of Generation X, Generation Z—also known as Centennials
—is a cohort of people born between 1997 and 2009. Many of
Generation Z witnessed the financial struggles of their parents and
older siblings, and therefore are more financially conscious than
Generation Y. They tend to save money and view economic stability
as an essential factor in their career choices.
Born when the Internet had already become mainstream, they are
considered the very first digital natives. Having no experience of
living without the Internet, they view digital technologies as an
indispensable part of daily life. They always connect to the Internet
through their digital devices for learning, news updates, shopping,
and social networking. They consume content continuously through
multiple screens, even when they are in social situations. As a result,
they see virtually no border between the online and offline worlds.
Empowered by social media, Generation Z records their everyday
lives on social media in forms of photos and videos. But unlike
Generation Y, who is idealistic, Generation Z is pragmatic. In
contrast to Generation Y, who likes to post more polished and
filtered images of themselves for personal branding, Generation Z
prefers to portray authentic and candid versions of themselves.
Therefore, Generation Z hates brands that broadcast imageries that
are manufactured and too good to be true.

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Because the willingness to share personal information is relatively
higher in Generation Z than in older generations, they want brands
to be able to deliver personalized content, offerings, and customer
experiences. They also expect brands to provide them with the ability
to control and customize how they consume products or services.
Due to the sheer volume of contents that are targeted at them,
Generation Z truly values the convenience of personalization and
customization.
As with Generation Y, Generation Z is much concerned about social
change and environmental sustainability. Due to their pragmatism,
Generation Z is more confident in their roles to drive change through
their everyday decisions. They prefer brands that put a strong
emphasis on solving social and environmental issues. They believe
that their brand choices force companies to improve their
sustainability practices. Generation Z is also passionate about
making a difference through volunteering and expects its employers
to provide the platform that enables this.
Generation Z also seeks for constant engagement throughout the
relationship with brands. They expect brands to be equally
stimulating as their mobile and gaming devices. Thus, they hope
companies always renew their offers. They want companies to
provide new interactive customer experiences at every touchpoint.
Failure to meet this expectation results in low brand loyalty.
Companies that target Generation Z must deal with this shortened
product lifecycle.
Today, Generation Z has already outnumbered Generation Y as the
largest generation globally. By 2025, they will make up most of the
workforce and thus become the most significant market for products
and services.