THE NEXT GENERATION

Marketing to Gen Z & their Parents

Jessica Russell, CIS Abroad
Brian Henry, University of Florida
 GENERATIONAL EVOLUTION
Birth Birth Youngest Oldest
Name
Start End Age Today* Age Today*
The Lost Generation – Generation of 1914 1890 1915 102 127
The Interbellum Generation 1901 1913 104 116
The Greatest Generation 1910 1924 93 107
The Silent Generation 1925 1945 72 92
Baby Boomers 1946 1964 53 71
Generation X 1965 1979 38 52
Generation Y / Millennials / Gen Next 1980 1995 22 37
Generation Z 1996 2010 7 21
Gen Alpha 2011 2025 1 6
(*if still alive today)
 GENERATIONAL INTELLIGENCE

Traditionalist Boomer Gen X Millennial Gen 2020

1900-1945 1946-1964 1965-1976 1977-1997 After 1997

Vietnam & Moon

Great Depression Fall of Berlin Wall 9/11 Age 19 and younger
Landing

Civil & Women’s Community

WWII Gulf War Optimistic
Rights Service

Disciplined Experimental Independent Immediacy High Expectations

Confident,
Workplace Loyalty Innovators Free Agents Apps
Diversity

Internet, MTV,
Move to the ‘burbs’ Hard Working Social Everything Social Games
AIDS

Vaccines Personal Computer Mobile Phone Google, Facebook Tablet Devices

Millennials Generation Z
Idealistic Pragmatic

Freedom and Flexibility Security and Stability

Invest in Education Cautious spending

Text & Email Face-to-Face & Text

Global Diverse

Digital Natives Technologically Intuitive

Helicopter Parents Stealth Bomber Parents

 Millennials Generation Z
Homosexuality not a disease Legalized Same-Sex Marriage

DVD for portable storage Flash Drives & SD Cards

Instant Messaging Snap Chat

Mobile Phones with texting Smartphones with touchscreens

Portable Media Players Video & Music Streaming Apps

5 Screens + 3D 2 Screens + 4D

Multicultural Blended
 APPEALING TO GEN Z!

Self Image Aesthetics

 Overly aware of online presence  Drawn to new, ‘shiny’, stylish

 Personal Branding  Goal & Future oriented

 Use multiple platforms  Results driven; pragmatic

 Power of ‘like’  Less is more

 Financially prudent  8 second attention span

THE PARENTS OF GEN Z

Digitally literate: do own research

Heightened concern for safety

Demand professionalism and

communication

Skeptical and price conscious

RECOMMENDATIONS

Accessibility Convenience Simplify Visual

Concise Goals Streamline

 GEN Z & SOCIAL MEDIA

 Facebook, Instagram, Twitter

 Use for research
 Snapchat, YouTube, Vine Camera, Peach
 HD Video is norm
 Reddit, Pinterest, Ask.fm, Tumbler, Flickr, Google+
 4D Lifestyle
 EPOXY.tv – Share video
 Emotes/Emojis
 Buffer.com, SproutSocial, Hootsuite – SMM
 FOMO
 WhatsApp, Messenger, Instagram (Facebook)
 Global friends  QQ Chat, Viber, WeChat, LINE, Skype, Facetime

 Twitch, Ustream, Facebook Live

PLATINUM RULE
QUESTIONS?
Thank you & good luck!
 REFERENCES
• Center for Generational Kinetics: Top 10 Gen Z Questions Answered
• http://genhq.com/igen-gen-z-generation-z-centennials-info/
• Eduventures: http://www.eduventures.com/2014/09/recruiting-gen-z/
• Howe, N. (2016). Meet Mr. and Mrs. Gen X: A New Parent Generation
• Intelligent HQ: How to Market to Gen Z:
• http://www.intelligenthq.com/social-media-posts/how-to-market-generation-z-the-social-native-generation/
• Jenkins, R. (2015, June 9). 15 Aspects That Highlight How Generation Z Is Different From Millennials
• Seemiller, C., & Grace, M. (2016). Generation Z Goes To College. San Francisco, CA: JosseyBass
• Talor, J. (2015) . Marketing To Gen Z
• Lauren E. Sherman, L., Payton, A., Hernandez, L., Greenfield, P., Dapretto, M. (2016). The Power of the Like in Adolescence
• http://journals.sagepub.com/doi/abs/10.1177/0956797616645673
• Business Insider: http://www.businessinsider.com.au/generation-z-spending-habits-2014-6
• Bloomberg: https://www.bloomberg.com/view/articles/2014-06-18/nailing-generation-z
• Sparks & Honey: http://www.slideshare.net/sparksandhoney/generation-z-final-june-17/
• Images: http://www.hdwallpapers.in/