English Paper Assignment

BEHAVIOURAL CHARACTERISTICS OF GENE

RATION Z AND ITS IMPLICATIONS FOR COM
PANIES

ENGLISH 20

1. Mery Yulinda Rahmi (05211940000003)

2. Enrico Yuda Dwinata (05211940000010)
3. Vania Rahma Dianutami (05211940000017)
4. Novian Haryati (05211940000024)
5.
 CHAPTER 1

INTRODUCTION

1.1 Background of The Study

Move on from millennials, nowadays, there is a generation called Generation Z. Members

of this generation are people born from 1995 to 2010 (Engarde, 2017). Gen Z have been expo
sed to digital things—such as internet, mobile systems, social networks—since they born whi
ch makes them called as “digital natives” generation. Collecting information from many sour
ces also combining their real and virtual experiences in their life have been their way of doing
and thinking from a young age.

Information they get from internet could give a big influence in Gen Z daily lives and mo
st possibly, those also could affect the other generations. For instance, recently, there is a Tik
Tok trend. This trend is to make videos with a specified music and dance choreography templ
ate. TikTok has been loved by its users because it could bring fun and amusement. As TikTok
become well-known in Indonesia, Government of Indonesia decided to team up with TikTok
to promote the tourist attractions in Indonesia and to campaign some national events, such as
Independence Day of Indonesia (Ayo Bandung, 2019).

This phenomenon proves that the connection of digital things and Gen Z shapes distinct b
ehavioural characteristics of the members of this generation, which these have significance i
mpact for their environment. In this paper, the writer intended to dig and explore more about t
he implications of Gen Z for companies. The Gen Z’s behavioural characteristics that will be
studied in here will be more into their consumption pattern and buying behaviour as these rel
ated to companies.

Updated and varied trends in each season—mostly from social networks—affect Gen Z’s
consumption pattern. Many features in online shop and marketplace, such as rating and revie
w, also have impact to their buying behaviour. Always having internet-on-the-go in their ever
yday lives is another important aspect that companies need to look into. Identifying and analy
sing the behavioural characteristics of Gen Z is a good start for companies to reach the huge p
otential Gen Z customers. If companies could know the opportunities they could get from Ge
n Z’s consumption pattern and buying behaviour, it will absolutely give a great chance for co
mpanies to increase their sales rate by adjusting suitable marketing strategy for Gen Z.
1.2 Problem Statements
1. What are the differences between Generation Z and other generations?
2. What are Generation Z’s behavioural characteristics that will give
implications for companies?
3. How do Generation Z’s behavioural characteristics affect companies?

1.3 Purposes of The Study

1. To explain the differences between Generation Z and other generations
2. To explain Generation Z’s behavioural characteristics that will give
implications for companies
3. To explain how Generation Z’s behavioural characteristics affect
Companies

CHAPTER 2
TITLE

2.1 The differences of each generations

A generation is "all of the people born and living at about the same time,

regarded collectively." It can also be described as, "the average period, generally considered
to be about thirty years, during which children are born and grow up, become adults, and
begin to have children of their own". In kinship terminology, it is a structural term
designating the parent-child relationship. It is also known as biogenesis, reproduction,
or procreation in the biological sciences.

Generation is also often used synonymously with cohort in social science; under this

formulation it means "people within a delineated population who experience the same
significant events within a given period of time". Generations in this sense of birth cohort,
also known as "social generations", are widely used in popular culture, and have been the
basis for sociological analysis. Serious analysis of generations began in the nineteenth
century, emerging from an increasing awareness of the possibility of permanent social change
and the idea of youthful rebellion against the established social order. Some analysts believe
that a generation is one of the fundamental social categories in a society, while others view its
importance as being overshadowed by other factors including class, gender, race, and
education, among others. (Wikipedia)

A common source of confusion when labeling generations is their age. Generational

cohorts are defined (loosely) by birth year, not current age. The reason is simple, generations
get older in groups. As of 2019, the breakdown by age looks like this:

 Baby Boomers: Baby boomers were born between 1944 and 1964. They're current be
tween 55-75 years old (76 million in U.S.)
 Gen X: Gen X was born between 1965 - 1979 and are currently between 40-54 years
old (82 million people in U.S.)
 Gen Y: Gen Y, or Millennials, were born between 1980 and 1994. They are currently
between 25-39 years old.
o Gen Y.1 = 25-29 years old (31 million people in U.S.)
o Gen Y.2 = 29-39 (42 million people in U.S.)
 Gen Z: Gen Z is the newest generation to be named and were born between 1995 and
2015. They are currently between 4-24 years old (nearly 74 million in U.S.)

It started with Generation X, people born between 1965-1979. The preceding

generation was the Baby Boomers, born 1944-1964. Post World War II, Americans were
enjoying new-found prosperity, which resulted in a "baby boom." The children born as a
result were dubbed the Baby Boomers.

But the generation that followed the Boomers didn’t have a blatant cultural identifier.
In fact, that’s the anecdotal origin of the term Gen X — illustrating the undetermined
characteristics they would come to be known by. Depending on whom you ask, it was either
sociologists, a novelist, or Billy Idol who cemented this phrase in our vocabulary.

From there on it was all down-alphabet. The generation following Gen X naturally
became Gen Y, born 1980-1994 (give or take a few years on either end). The term
“Millennial” is widely credited to Neil Howe, along with William Strauss. The pair coined
the term in 1989 when the impending turn of the millennium began to feature heavily in the
cultural consciousness.
 Generation Z refers to babies born from the mid-2000s through today, although the
term isn’t yet widely used. This may signal the end of ‘alphabet soup’ (it does coincide with
the literal end of the alphabet, after all). A flurry of potential labels has appeared, including
Gen Tech, post-Millennials, iGeneration, and Gen Y-Fi.

Whereas the earlier generations born with a very less exposure to the digital
environment, which is much more exposed to push media – radio and television – and
surrounded by nature, Generation Z has come of age in a digital universe with the internet
that is as convenient as in ‘plug and play’ (Feiertag & Berge, 2008). However so even if they
were born without the technology surrounding them, this generation has held the focus of the
parents when most of Generation Z parents are from generation X as most of them are highly
educated (Swanbrow, 2012) compared to the earlier generations; traditionalists and baby
boomers.