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Intelligence Group’s Gen Z Cassandra Report Paints Portraits of Independent Rebel Kids with Purpose New Survey of 7-13 year-olds Sheds Light on Life, Times, and Consumption Habits of Young Consumers Driving the Future of the Marketplace Los Angeles, CA -- Generation Z (those currently under 16 years old) may be young, but their pragmatism and independence makes them the most challenging generation yet for marketers, according to a new Cassandra Report survey of 7-13 year olds and their parents. Growing up constantly connected, members of Gen Z are practical, driven, curious and self-sufficient, due in large part to technology. As society's first true "digital natives," they feel empowered by their access to information and seek to influence the products and content they consume. “The children of Generation Z are having online conversations about brands well before companies are even thinking about marketing to them, making it critical to stay ahead by understanding their wants and needs,” said Jamie Gutfreund, Chief Strategy Officer of the Intelligence Group. “Those who are baffled by their older Gen Y siblings will find this generation of rebellious pragmatists even more potentially elusive, as they will demand even more intimate and honest relationships with the brands, artists, and institutions they follow.” Based on the Cassandra Tween Report, which included 800 online interviews with 7-13 year-olds and their parents around the country, The Intelligence Group released its top ten Gen Z marketing tips, which include: 1. Tap Into Their Entrepreneurial Spirit: Zs are self-starters, itching to make an impact, a change, and a name for themselves. Brands can be a resource for insights and investments that start these young individuals on a groundbreaking, innovative path. 2. Listen and Respond to Them: Gen Zs’ multitasking, multi-think mentality keeps them tuned into various streams of content all at once—and they expect brands to keep up with their rapid-fire pace of conversation, content consumption, and Q&A. Marketers need to embrace and embody the real-time turnaround that Zs crave. 3. Invite Them Into your Decision-Making: The real-time pace of online interaction has led Zs to expect to be heard by brands, whether they’re voicing a complaint, asking a question, or giving a compliment or suggestion. This generation wants to feel that its input makes an impact, and Zs love to have their ideas considered and
Brands should feature marketing messages that speak to Zs’ and their parents’ desire to feel safe and secure. conserve. . content. marketers should engage them on their level and offer experiences they can enjoy at their current age—even if what they’re selling doesn’t seem imminently useful to kids. Brands should give them platforms upon which to share their projects. and they are participating in some form of community service through their school. Make Sure You Are Innovating and Digitally Evolving: Gen Z sees little distinction between their digital and physical worlds. they can still find positive people and opportunities. and brilliant creations. Show Them the Bright Side: Gen Zs may be born realists. creating products. 4. family. communities. They aim to seamlessly engage with both. themselves. Earning their trust now will have sticking power when these young individuals enter adulthood. 8. Brands can enhance Zs’ outlook by showing them the brighter sides of life.realized. Make Them Feel Secure: Growing up in the wake of 9/11 and the midst of a Recession has made Gen Zs inherently security-minded. Brands can be great resources for information and motivating young people to improve their schools. and experiment pre-purchase. Marketers should begin to think about ways to further integrate their digital and physical communications. and prominently feature their best works to give them a moment in the spotlight. Encourage Them to Get Creative With Your Product: Zs are always seeking new opportunities to display their most inventive. 7. 6. and encouraging them to find and share the bright moments. Build a Relationship Early On: Since trust and transparency are such important social markers for Gen Zs. and make green choices. and partner with the right causes to remind them that you’re working to make the world a better and safer place. Brands should provide these savvy young consumers with opportunities to try. get ideas and inspiration. and games that feature both tangible and virtual elements working together and well. and interact with likeminded young people. 5. Let Them Try Before They Buy: Gen Z are uber researchers and bargain hunters. both virtually (through augmented reality) and physically (through trial periods and sample offerings). 9. Marketing messaging can remind them that. but they still desire and respond to messages of hope and optimism. 10. and they expect to be able to test out products before they commit to anything. or church in disproportionate numbers. and their world. in a sometimes-scary world. beautiful. Inspire Them to Change the World: Gen Z considers it a given and a necessity to recycle. play.
to 13-year-old respondents were recruited online through one of their parents. a division of Creative Artists Agency (CAA). is a youthfocused. IG has been publishing the quarterly Cassandra Report.Survey Methodology The 2013 Cassandra Tween Study is the result of two concurrent studies fielded from January 21. Each study consisted of a total of 400 online interviews with 7. Through its Cassandra Solutions consulting work. demonstrations. panels. as well as top artists and athletes. 2013. research-based consumer insights company dedicated to identifying emerging movements in popular culture and translating them into relevant knowledge for companies. IG also publishes Cassandra Daily. About The Intelligence Group The Intelligence Group (IG). brands and institutions. And. daylong Trend School programs. all 7.to 13-year-old boys and girls. the leading on-going cultural study of young consumers and cultural trendsetters. and workshops. where critical consumer trends and insights are brought to life through provocative presentations. IG helps major companies and brands. The sample composition for each study was ethnically and geographically representative of the US population. thousands of executives of top consumer companies have attended IG’s immersive. The Intelligence Group also utilized its Cassandra Speaks online community for the qualitative research used in this report. a free daily trend email newsletter and website that highlights emergent social and cultural trends of the moment. engage young consumers effectively and with lasting impact. to January 31. In compliance with COPPA (Children’s Online Privacy Protection Act). This research was conducted among a panel of tweens and their parents from around the country. 2013. ## . For more than 15 years.