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The Everything Guide To Generation Z
The Everything Guide To Generation Z
Everything
Guide to
Generation Z
They’re starting to enter the workforce,
shape tastes and disrupt whole industries.
An exclusive study of a cohort on the
verge of greatness
By Vision Critical
With research by Maru/VCR&C
visioncritical.com
TABLE OF CONTENTS
3 4 6
ng n g
Natural eami
Str Device Keepi
it h t he
Born ies On a You Up w ies
Tech Near Food
GENERATION Z AND GENERATION Z AND GENERATION Z AND
TECHNOLOGY MEDIA DIET
10 14 19
23 29 33
lob al t- eyed
Getting
G ves h
Brig arners
Nati
GENERATION Z AND
Big E
GENERATION Z AND
to ZCONCLUSION
TRAVEL WORK
37 42 47
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EXECUTIVE SUMMARY
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h e
T driven
Kid - y
Ec o nom
INTRODUCTION
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market researchers are only Generation Z may not
beginning to take an in-depth yet have the same market
look at Gen Z. All firms and clout as Millennials but their
brands have some catching total numbers are the same
up to do if they’re going to be at roughly 65 million in the
ready to serve a brand new— U.S. alone2. And their direct
and completely different— global purchasing power
generation of customers currently stands at $44 billion3,
and employees. a number that will quadruple
Generation Z is not, as by 2018. For the moment, their
some like to say, ‘Millennials greatest market influence
on steroids.’ While Millennials is indirect. Their hovering,
are utopians, Gen Zers are helicopter parents, who see
pragmatic realists—and the happiness of their children
that particular worldview as a reflection of their own
permeates throughout their success, have given Generation
attitudes, lifestyle choices Z unparalleled influence over
and relationships with their the household pursestrings—to
favorite brands. The business the tune of $600 billion a year 4.
world was slow to wake up For the companies that learn
to Millennials, the group to understand and adapt to
born between 1980 and 1995 Generation Z, the payoff will be
who burst onto the market substantial. But for companies
and took over everything. that fail to adapt, the risks
Now that they’ve caught will be just as great. The lesson
on, tailoring their appeal of Millennials is that every
to Millennial sensibilities, new generation causes
they’ve lost ground with the significant tremors in the
next generation. global marketplace.
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Th e a ll
S ee n-it-
ne ra tio n
Ge
GENERATION Z’S WORLDVIEW
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environment, politics and
world peace, to name a few.
They’re a realistic and sober
p resents
generation, and exhibit Gen Z challenge
highly determined behavior.
a clear panies.
for com confident
Growing up in the shadow
They’re tivated
of both 9/11 and the Great
Recession, they know the
world can be an uncertain and moy’re not
place. Among Generation Z, but the irms
drinking, smoking, drug use naive. Fcurately
and teenage pregnancy are at
that ac ate their
their lowest in decades5.
anticip ave the
needs hance
And yet, while they may
be less optimistic than
Millennials in some respects, best chess
they’re also more altruistic at succ
and outgoing. Some 60
percent of Generation Z
say they want to change It shouldn’t surprise
the world for the better, a us that their pop-culture
major step up from the 39 role models aren’t spoiled,
percent of Millennials who narcissistic celebrities such
say the same6. Twenty-six as Justin Bieber but heroic
percent of them are already figures like Katniss Everdeen,
volunteering and more than the main character in the
three-quarters say they Hunger Games trilogy,
will or want to volunteer a teenager with strength
in the future7. and purpose beyond her
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years. This generation’s top- analysts harbored all
charting musicians include sorts of misconceptions
the earthy, gritty pop music about Millennials: they
of Lorde, Alessia Cara and were believed to be lazy,
Shawn Mendes8. entitled, tightfisted brats
Being a sober generation when in fact they were
doesn’t mean they’re optimistic, opportunistic
conservative—especially and entrepreneurial. Many
when it comes to social and companies are still trying
political life. For Gen Z, racial, to figure out how to keep
sexual and gender equality Millennial employees
isn’t an idea but a reality. motivated and happy—the
They’re a remarkably diverse secret formula seems to
cohort, on track to be the last change every week. Such
in America with a Caucasian misconceptions don’t yet
majority. As kids of the exist for Generation Z,
Obama presidency and the a cohort whose values and
Clinton candidacy, they’ve desires are still taking shape.
never lived through a time Now is the moment to see
when people of either gender them through a clear lens.
or any racial background Gen Zers present a fresh
couldn’t become President. challenge for companies:
They support same-sex they’re confident and
marriage—in fact, they motivated but they’re not
don’t see why it would naïve. Firms that accurately
be controversial. anticipate their needs will
At least they get to have the best chance of
start with a clean slate. success with their products,
Many companies and services and campaigns.
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They’re self-assured and ready for anything
We asked: Pick five words to describe yourself.
The
environment 52% 58% 60% 54%
The U.S
economy 50% 55% 46% 43%
The world
economy 46% 54% 36% 32%
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Nat u ral
r n
Bo ies
Te c h GENERATION Z AND TECHNOLOGY
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And it’s no wonder: tech just starting to catch up,
has been part of their diet storing learning materials
since toddlerhood. This in the cloud and delivering
generation’s parents didn’t assignments via Dropbox.
put them in front of a TV But insofar as technology is
for distraction; they instead part of Gen Z’s life, they’re
gave them a tablet, and Gen less likely than Millennials to
Z learned to swipe before believe it’s the answer to all of
learning to speak. Generation the world’s problems.
Z is accustomed to a multi- Perhaps that’s because
screen world. They typically they’ve seen the problems
have access to five screens it can cause. More than
in their homes: television, Millennials, Gen Z is
desktop, laptop, tablet and concerned with internet
smartphone. It’s no wonder privacy and wary of ‘perma-
Generation Z also goes by sharing’: posting personal
the nickname ‘iGen.’ thoughts and embarrassing
By and large, iGen is a photos permanently on
cohort of early adopters. sites like Facebook, where
They prefer and expect sexual partners, trolls and
connectivity, and are future employers can search
impatient when the world through them10. They’ve seen
lags behind them. They and experienced the perils
independently bring tablets, of cyber-bullying and online
not looseleaf binders, to sexism. In keeping with
take notes in their high their sober outlook on the
school classrooms, and world, they’ve chosen social
do all research online9. networks that mitigate those
School administrators are negative effects: iGen prefers
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Snapchat11, which allows doesn’t want technology that
users to share messages and ties them down or gets used
images—and then deletes like a permanent, personal
them within seconds. diary. It wants connectivity:
In a sense, Snapchat better and easier ways to link
more closely mimics face- up with people, accomplish
to-face interaction: once a tasks, have fun—and move
conversation happens it’s on. Their preferences will
gone, and if you weren’t shape the future of consumer
there then you missed it. products and technology.
In the same vein, Generation
Z prefers video messages to
written ones. iGen surpasses
Millennials for viewing
YouTube and Instagram
videos, and they also turn in
large numbers to Vine, where
users can view and post
videos that last no more
than six seconds.
ratio n Z
These trends—increased Gene ort of early
video messaging and better is a cohrs. They
privacy protections—should adopte nd expect
be front and center for prefer a tivity,
companies launching new
connect impatient
and ge e world
consumer technologies
when thhind
or planning marketing
campaigns to engage young
consumers. Generation Z lags be
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They were born into an internet-enabled world—
and recognize its limitations
We asked:
Are you very Internet of 36% 30% 18% 5%
things
excited about
the following? Wearable
technology 31% 28% 12% 7%
Job
automation 20% 21% 9% 4%
Self-driving
cars 19% 28% 10% 8%
Artificial
intelligence 19% 25% 10% 8%
We asked:
Do you believe Strongly
agree
30% 36% 18% 15%
science and
technology Somewhat
can solve many agree 51% 45% 62% 53%
of the world’s
Somewhat
problems? disagree 14% 14% 16% 25%
Strongly
disagree 5% 5% 4% 7%
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re a m in g
St ev ic e
a
on YouD
Ne a r
GENERATION Z AND MEDIA
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at all. Meanwhile, those who shorter than a goldfish14.
do watch TV aren’t watching That doesn’t mean they’re
broadcast or cable channels: not paying attention. In
one recent study found comparison to Millennials,
that 70 percent of Gen Zers Generation Z is less likely to
prefer streaming services use ad-blocking software.
like Netflix and, when asked They’re racing from message
which screen they would to message—companies only
choose if they could only have a split-second to catch
keep one, none of them their attention15. All of which
chose the TV. explains the rise of 15-second
They wouldn’t miss it and 10-second commercial
much. They spend twice as advertising messages16, which
much time—a full 26 hours are most common on sites
per week13—on their phones such as YouTube17. Research
(15.4 hours) and laptops (10.6 by the design and innovation
hours). This makes them even firm Altitude found that
greater mobile viewers than Gen Z’s short attention
Millennials, who still spend span is more like a highly-
16 hours per week in front of a evolved information filter18,
desktop computer13. As their enabling them to sort through
viewing location constantly mountains of available
shifts, mobile viewing also information in search of what
means divided attention. suits their interests.
Being the mobile-first And once they find it,
generation is likely one of the they can become intensely
reasons why Generation Z focused, using online video
has an attention span lasting as a way to learn real-world
no more than eight seconds— skills. The New York ad firm
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Sparks & Honey discovered
that 33 percent of all Gen
Zers watch lessons online, for
everything from craft and
hobby projects to algebra and nnec ting
Co nZ
geography19. This behavior
w ith G e ting
surely gets the approval p er fec
of parents, who constantly means econd
encourage kids to use screen eight-s es and
time for something other messagways
than Minecraft. Educational finding rentiate
apps make up nearly 10
to diffe t in a
percent of all downloads
conten aced
hyper-p edia
on iTunes’ app store, its third
largest category, and 80
percent of those are geared social m
toward kids20. sphere
Generation Z is the first
cohort that, engaging and
interacting with screens, connecting with Generation
doesn’t think of a living Z means perfecting messages
room TV as the go-to place in eight seconds, finding
for news and entertainment. ways to differentiate content
Older generations had must- for a hyper-paced social
see TV; Generation Z has media sphere and engaging
must-see viral videos, shared in a way that’s educational
through social media. For and entertaining. It means
broadcasters, advertising connecting with Gen Zers
firms and advertising clients, where they are: online.
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They’re the first generation fully immersed
in a multi-platform, on-demand world
We asked:
What do you Netflix 71% 68% 38% 24%
subscribe to?
Cable TV 58% 62% 58% 49%
Amazon
Prime 37% 49% 35% 25%
Satellite
radio 20% 32% 14% 14%
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We asked:
I watch cable
How, if at all, TV on a 45% 55% 65% 56%
do you television
watch TV? Tune in
regularly, new 38% 38% 54% 56%
episodes
I record
TV and 32% 38% 42% 33%
watch later
Watch
online videos 31% 32% 17% 2%
Background
noise 28% 36% 30% 12%
I watch cable
TV on other 26% 30% 12% 4%
devices
We asked: Appreciate
What do you when ads are 77% 80% 77% 65%
think of ads? done well
Ads are
disruptive 69% 75% 68% 69%
Actively tune
out ads 67% 77% 61% 66%
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ep ing
Ke th the
w i
Up ies
Foo d
GENERATION Z AND DIET
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American teenager’s hangout Generation Z’s preference
of choice21, doesn’t even appear for quick-service upstarts like
on Generation Z’s list of top Panera Bread and Chipotle
five favorite restaurants. In is a reflection of the values
fact, no burger chain does. they picked up from their Gen
The same report showed they X parents: they don’t trust
spend most of their money major brands. This attitude
on food—nearly 23 percent, represents a major shift from
a shift from Millennial teens, Millennials. More than any
who spent most of theirs on other generation, Millennials
clothing—but hamburgers are will trust major brands
not on the menu. Starbucks provided those companies
tops the list, followed by demonstrate honesty and
Chipotle, Chick-fil-A, Panera integrity. Generation Z, by
Bread and Olive Garden. The contrast, doesn’t care quite
list isn’t just about food but as much what your brand
where Generation Z prefers stands for—making it even
to socialize. more challenging to connect
Studies show that with them.
Generation Z is driving the Generation Z, still mostly
trend toward better-for-you in their teens, aren’t yet major
snacking, consuming more buyers of CPG products off
eggs, meat, fish, fresh fruits grocery store shelves—but
and vegetables22. They pay the demographic nevertheless
close attention to ingredients influences what types of
and nutrition on menus, products their parents stock
and words such as ‘natural,’ in the household fridge and
‘sustainable’ and ‘organic’ pantry. Unlike Millennials,
resonate strongly23. they’re not obsessive label-
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readers: they don’t look closely and annatto. The cereal maker
at where products are made General Mills followed suit,
or shipped from, or even price announcing it will eliminate
point. But they do carry other all artificial colors and flavors
values and preferences with from its line of breakfast
them to the supermarket cereals by 2017 25.
along with a mistrust Their efforts may prove to
of major brands: health be pointless: one report found
consciousness, a preference that Gen Z wants to be more
for newness and a desire for involved in preparing their
positive global impact. foods, especially at breakfast26.
These preferences are Cereal is the training-wheels
causing headaches for major- food for do-it-yourself eating,
brand manufacturers of but kids are graduating earlier
longtime teen-diet staples, to DIY scrambled eggs and
which are working hard to breakfast sandwiches, leaving
adapt. In 2010, Kraft Foods, boxed cereal behind, artificial
makers since 1937 of the iconic flavors or not.
macaroni and cheese dinner- With their penchant
in-a-box, launched its Smart for fresh foods, and as
line of products with pasta they become increasingly
made from cauliflower and independent in their food
flaxseed24. Then in April 2015, choices, Generation Z is more
the company changed the likely to select sophisticated
recipe for its ‘original recipe’ and healthy menus when
version, replacing artificial eating out, custom options
dyes yellow number 5 and over pre-packaged foods at
yellow number 6 with a home and to always keep an
mixture of turmeric, paprika eye out for fresh new ideas.
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They’re disrupting the food industry with their
preference for healthy and fresh options
We asked:
What informa- Price and
promotions 73% 89% 87% 82%
tion do you look
for from food Nutritional
labels? content 67% 80% 79% 79%
Ingredient
listing 60% 78% 77% 79%
Fair trade,
organic, 39% 55% 38% 34%
sustainable
Dietary
restrictions 39% 54% 51% 42%
Where
manufactured 37% 48% 50% 53%
Parent
company of 33% 51% 42% 36%
the product
Where
shipped from 31% 44% 38% 44%
We asked:
Very
Big, multinational trusting 15% 25% 9% 4%
brands are in the
news for recalls or Somewhat
product warnings. trusting 58% 54% 60% 58%
How trusting are you
of those companies? Not very 21% 17% 25% 33%
trusting
Not at all
trusting 6% 4% 6% 5%
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51
w
Da e n
th
of erbank
C y b
GENERATION Z AND MONEY
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Gen Zers identify as savers.
A new generation of savers
means good news for financial
services firms—except
u se GenZ
that, as our research shows,
Beca earning
is still l oney,
Generation Z is even less
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important to them, while via mobile, and as they
only 11 percent said the same become more independent
thing about online banking. they’ll be looking for the
Generation Z will likely be mobile payment platforms
the one to make a definitive that best connect them to
shift: while Generations X the purchases they’re most
and Y see mobile banking likely to make. A Generation
as a supplement to desktop Z of savers represents an
banking, Generation Z may opportunity for any financial
well be the first to abandon services company to renew
the desktop and do all banking and revitalize its brand.
on mobile devices. It’s no
wonder that only 13 percent of
them care about conveniently
located branches; they plan
to carry their bank branch
p e rc e nt
around with them wherever
Only 13 ation Z
r
of Gene ut
they go.
Generation Z is far ahead
of all other cohorts in care aboently
i
using mobile payments:
conven branches.
located ry their
53 percent said they’d
purchased something via r
mobile payment in the last They ca nch
a nk b ra
six months, compared to 37 b ith
percent of Millennials and o un d w
ar ere ver
27 percent of Generation
them w h
X28. They already make 7
percent of their purchases they go
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They’re optimistic about their personal
financial future
We asked:
Cover monthly
Are you confident expenses 92% 93% 84% 87%
you’ll be able to...
Own a house 89% 85% 75% 83%
Save money
for a rainy day 84% 87% 73% 75%
Buy whatever
I want 79% 74% 57% 64%
(within reason)
Bequeath
my estate 78% 69% 52% 67%
Invest my
money 70% 71% 52% 55%
Travel
the world 61% 59% 33% 34%
Own a vacation
property 43% 49% 28% 22%
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They get most of their financial advice from
their parents
We asked:
From family
When it comes to and friends 66% 54% 38% 27%
your finances, where
do you get your
The bank 35% 49% 33% 38%
information from?
Websites,
blogs 17% 35% 25% 20%
Financial
advisors, 16% 37% 30% 41%
brokers
Newspapers,
magazines 11% 25% 22% 31%
From social
media 11% 19% 12% 3%
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They’re conservative spenders—
and generally trusting of big banks
We asked:
Big
When it comes spender 14% 19% 11% 5%
to finances,
would you say Bit of a
you are spender 38% 41% 33% 28%
a spender or
a saver? Bit of a 39% 33% 39% 48%
saver
We asked:
How much do Very
trusting 13% 24% 12% 10%
you trust
financial Somewhat
services trusting 60% 47% 53% 62%
companies
and financal Not very 22% 24% 28% 22%
trusting
institutions?
Not at all 5% 5% 7% 6%
trusting
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he
T ng
Y o u les
Inv incib
GENERATION Z AND HEALTH CARE
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opportunities for innovative
health care companies.
Although they’re health
conscious, they’re less
proactive about their health
than Millennials. This should
come as no surprise, given
ey ’re the
that most teens and tweens Th p atients
are generally healthy—Gen Z perfectuture,
has lower rates of alcohol and of the f wearable
tobacco use than previous open tology
generations—and most of
techno asures
them are still covered by their
that meevels and
stress l mapping
parents’ insurance plans.
In many ways, Generation
Z does not know what its geneticlogy
own health care landscape techno
will look like—and neither
does anyone else, because
health care is being rapidly connectivity—which,
transformed by new together, makes them the
treatment methods and perfect patients of the
hospital technologies. future. It’s easy to imagine,
Both Millennials and for instance, wearable
Generation Z share an technology that measures
enthusiasm for wearable the wearer’s stress levels in
technologies, and Gen Zers real time and prompts him
are even more enthusiastic or her to take some deep
about internet-of-things breaths, or genetic mapping
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technology that helps people available31. Firms in the health
learn which diseases they are care sector, to earn the trust
most predisposed toward29. and loyalty of Generation Z
At the same time, patients, will need to allow
Generation Z’s early attitudes patients to insert themselves
and behaviors will shape into the decision-making
the way health care is process in a transparent,
communicated and even helpful and interactive manner.
delivered in future years, They plan to live long and
when their health care healthy lives—on their terms.
becomes to them a more
material concern. Our study
shows they trust big pharma
even less than Millennials.
As adept online researchers,
they will be keen shoppers for
health insurance, products
e rs pla n
and services. They won’t
Gen Z ong and
to live l lives— on
just Google their symptoms:
they’ll engage deeply in the
topic, narrow their choices, healthyrms. To
and seek out advice from their te eir trust,
friends and family before earn th care firms
deciding on a path30. health bring
Gen Zers expect to find
need to to the
them in n-making
treatment options and costs
online, based upon once-
private hospital and provider decisios
data that’s now publicly proces
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They base health decisions on advice from
their parents and Google
We asked:
When it comes Family and
66% 47% 37% 32%
friends
to health and
nutrition, where Google
do you get your searches 50% 58% 50% 33%
information?
Doctor, nurse,
pharmacist 44% 46% 51% 71%
Websites,
blogs 32% 44% 30% 17%
News on TV
(online or 25% 31% 29% 37%
offline)
From
social media— 21% 29% 22% 4%
Facebook
Reports from
newspapers, 17% 27% 28% 40%
magazines
Health and
nutrition apps 16% 25% 16% 8%
Nutritionist,
registered 12% 19% 15% 17%
dietition
From
social media— 10% 13% 7% 1%
Instagram
In-store
staff 8% 15% 5% 5%
From
social media— 6% 10% 3% -%
Snapchat
Naturopath,
homeopath 4% 10% 7% 7%
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The annel
nic
Om persh
Sh op
GENERATION Z AND SHOPPING
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interested than Millennials
in crafting a strong sense
of personal style: they want
high-quality, functional,
fashionable items that look
They’ve ned in-
abando browsing
expensive (but aren’t) and—
person all in
most importantly—that their
friends don’t have. This last
motivator makes Generation Z at the mf shopping
a generation of hunters in favor o and over
the marketplace—not for online ones,
bargains, but for items of
their phhey can
distinctive character that
where t ompare
easily c nd get
amplify personality.
Gen Zers are a cohort
of savers compared to prices aelection
Millennials. While 38 percent more s
of Millennials said they own
lots of stuff, only 30 percent
of iGen members said the saves them time, while 53
same. What’s more, their percent said the selection is
familiarity with screens, better online than in-store32.
tech and connectivity means They certainly visit the mall
that Generation Z prefers to less frequently: the average
shop online. In many ways, teen goes to the mall 29 times
they prefer it to traditional a year today, compared to 38
shopping. In one recent study, times a year back in 200733. The
63 percent of Gen Zers said popularity of online retailers
they shop online because it like Amazon is having an
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impact on bricks-and-mortar connect with Generation
operations like Walmart, Z via mobile, and what
which plans to close 269 of its shopping experience will
U.S. stores, and Macy’s, which they offer? Which sales are
plans to close 100 locations. best done online, which are
When they do go to malls, best in-store? For retailers
it’s because it can help them that want Generation Z to
solve a problem: they can’t visit their locations, they’ve
find what they want online, got a steeper uphill climb
or they can get it faster or than ever before.
cheaper by showing up in
the store. Generation Z does
not romanticize the shopping
experience. They prefer
practical usefulness
to trendiness any day.
And as malls struggle
nds need
to bring in teens, so will a
Big br ies to
strateg t with
its inventory. Denim now
lags activewear in sales,
as Generation Z turns to connec tion Z
clothing brands like Nike and Genera ile, to
Lululemon and away from on mob physical
traditional teen-targeted
rethink ns and to
retailers like Aeropostale
locatio e the end-
improv customer
and Abercrombie & Fitch34.
The biggest challenge
for retailers will be to hone to-end nce
strategy: how will they experie
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They shop for products that look good
and do what they promise
We asked:
How important Good
93% 90% 90% 82%
looking
is it that
products are... Functional 91% 94% 93% 99%
High
quality 90% 93% 90% 97%
Aligned
with my 70% 71% 66% 68%
beliefs
Fashionable
designs 67% 65% 51% 35%
Classic
designs 62% 66% 64% 63%
Impressive
looking 44% 44% 27% 11%
Expensive
looking 38% 44% 28% 18%
Designer,
luxury brands 34% 42% 27% 14%
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Glo b al
N ativ e s
GENERATION Z AND TRAVEL
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all parts of the world, and
want to be both locally and
globally rooted35. Among 14
to 18 year olds, 42 percent say
they need to travel in order to
feel that life is complete. And the m ost
As lly d iverse
ethnication in
for 77 percent of those Gen Z
teens, traveling alone without
their parents is a major genera , they
marker of adulthood36. history be both
But if your company want toand
doesn’t have a mobile brand
locally y rooted.
presence, Gen Z may never
globall avel in
They tr feel
know you exist. As with all
other things, Gen Z expect
to be able to handle all order tote
advance transactions on comple
their phone or tablet: from
selecting their destination
to booking all the details, are online all the time, just
including flights, ground like they are, so connections
transportation, lodging and should be fast and efficient.
restaurant reservations. One recent startup, Teckst,
They want to be able to ask offers airlines (among other
questions online and get enterprise businesses) the
immediate answers as they ability to easily communicate
make their decisions. The way with customers via Gen
Generation Z sees the world, Z’s prefered platform: text
all brands and companies messaging37.
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While traveling, they expect Meanwhile, some firms are
to handle all their moment- already allowing travelers’
to-moment transactions via smartphones to serve as
mobile, too: airline check- a handy hotel room key.
ins and local guided-tour Generation Z will push the
reservations, to name a few. mobile revolution in travel
They also want their phone as far as it can.
to serve as a tour guide, and
want more than the usual
sights and tourist traps:
they expect it to find more
authentic, local experiences.
Four Seasons Hotels
& Resorts, for example,
produced an app that has
extensive recommendations
ex pects
for each of its 100-plus
Gen Z le
to hand nce
destinations, all compiled
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They want to see the world—preferably from
the comfort of a hotel
We asked:
Where do you Hotels 86% 83% 79% 68%
prefer to stay?
With family and
friends 52% 52% 37% 45%
Vacation
rental 34% 41% 23% 30%
Couchsurfing,
couch- 6% 15% 3% 1%
swapping
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They want to see the world—as long as
there’s a beach nearby
We asked:
How do you “Beachy”
vacations 69% 60% 56% 53%
like to travel?
City trips 59% 58% 57% 45%
Nature/
adventure 52% 55% 43% 35%
travel
Ski/
snowboard 19% 25% 10% 2%
vacations
Work abroad
travel 15% 25% 12% 2%
Sabbaticals/
long vacation 15% 32% 22% 14%
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h t- ey ed
Bri g e rs
B ig Ea r n
GENERATION Z AND WORK
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if they’re earning $70,000 per
year, many Gen Zers say they’ll
only feel truly successful with
a salary of $200,000 or more40.
That number might seem, at
curr ent
Most ees feel
first glance, to be the wishful
employt if they’re
thinking of a young cohort.
But Generation Z appears
determined to prove that’s conten $70,000
not the case: they say that earningGen Zers,
making a difference in the a year. other
world and having an impact
on the nly truly
through their career are more
hand, o cessful
feel suce earning
important to them than it is
to Millennials. More of them
also expect to reach the rank if they’r00
of executive vice-president $200,0
or higher. All of which means
that Generation Z arrives
in the workforce with great it’s that they say they’re
expectations for itself and its just as entrepreneurial as
employers. Given that more Millennials—yet are less
of them claim they’d rather confident that they’ll be able
be financially successful than to start their own business one
work in their dream job, it day. In fact, their pragmatism
seems like a good bet they’ll makes them more risk-averse
succeed. than an entrepreneurial
If there’s a paradox at the cohort ought to be. According
heart of Generation Z, to The New York Times,
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Millennials are simply career- agenda, from LGBTQ rights to
focused: they’re ready to work immigration to race relations
hard, think outside the box and between police and America’s
pursue opportunities41. These black communities. Generation
kinds of qualities are just as Z will bring their egalitarian
valuable to established firms values to their work, along with
as to startups. their mobile connectedness—
The social issues that and expect their employers to
motivate Generation Z are reflect, support and facilitate
also different than those those values.
motivating Millennials.
Environmental issues were
front-and-center during the
Millennials’ coming of age,
which has led many firms
to take up such causes as
n er a tio nZ
fair-trade sourcing, organic-
Ge g their
growing practices and other rin
will b rian
egalita to their
measures that help combat
global warming. Our research
found that Generation Z is less values ace, along
passionate than Millennials workpl eir mobile
about these environmental with th tedness—
issues—but more likely to connec ect
champion issues dealing with
and expers to
employte their
human rights, gender and
racial equality, and poverty.
These are the issues that facilita
now dominate the social values
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They’ll take a high salary over work-life balance
We asked:
When it comes Salary 65% 54% 52% 49%
to your ideal
job, what Work–life
matters to you balance 38% 47% 36% 39%
most?
Making a
difference 32% 26% 20% 30%
Having an
impact 23% 17% 18% 12%
Medical
benefits 19% 25% 37% 38%
Travel
opportunities 11% 9% 3% 4%
Pension,
retirement 8% 13% 33% 30%
plan
Promotion
track 8% 8% 2% 3%
Entrepreneurial
environment 6% 9% 9% 3%
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51
They prioritize human rights over other causes
We asked:
Are these very Human rights
94% 91% 90% 87%
issues
important to you?
Poverty Issues 89% 88% 84% 86%
Racial
inequality 87% 82% 71% 82%
Workers’
rights issues 86% 86% 84% 88%
Giving back
to society 86% 85% 84% 85%
Gender
equality, 81% 83% 72% 75%
sexism
Healthcare
inequality 80% 89% 88% 87%
issues
Animal
rights issues 80% 80% 81% 74%
Donating
money 70% 69% 61% 56%
Purchasing
fair trade 65% 75% 68% 72%
LGBT rights
issues 63% 73% 54% 46%
Aboriginal
issues 55% 63% 48% 40%
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51
Ge tting
to Z CONCLUSION
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happy generation with a nose
for corporate fakery. They
are constantly on the move,
connecting with others as
they go. They’re confident
ers hav e
Gen Z d the
in their own prospects and
inheriteism
ambitious in their career
plans, but also keenly aware
of forces beyond their control. skeptic the
They plan to make a lot of but not ism of
money, but they’re not very pessim rents.
materialistic. At the same time,
their pa a happy
Generation Z doesn’t worry
They’retion
genera ose for
about work-life balance; they
just live it, because they’ve
already got it down. with a nate fakery
And just as Millennials did, corpor
they will remake entire sectors
of the economy in their image.
As the ‘Mobile Generation,’ Can phones replace the bank
they’ll usher in an era where branch? Can they eliminate
all transactions with every the need for lineups, check-
company get completed over in counters, cash registers or
wireless networks. Their even in-person shopping itself?
mobile usage isn’t just a habit, They can for Generation Z, if
it’s a way of life. To adapt companies are willing to push
to Generation Z, companies the boundaries of mobile tech—
need to truly capitalize on and if they can speak to Gen
the power of mobile tech. Zers in their own language.
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SOURCES
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slideshare.net/ builditbydesign.ca/news/ nightmare-2014-6
sparksandhoney/ how-generation-z-can- 34. http://www.
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17/10-this_is_how_Gen_Z 27. https:// how-teens-are-spending-
20. http://www.statista. thefinancialbrand. money-2015-4
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businessinsider.com/ press-release/in-us-gen- the-globe/
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com/en/food-service- healthcare-to- magazine/immersive-
distribution/trending- generation-z travel/the-four-seasons-
now/crave/gen-z 31. https://www.aflac. app
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krafts-mac-cheese-hit- roadmap2025.pdf 40. http://fortune.
80m-ingredient-change/ 32. http://www. com/2015/09/09/gen-
story?id=37813419 businessinsider.com/ z-is-idealistic-but-also-
25. http://abcnews. millennials-vs-gen-z- wants-to-earn-a-ton-of-
go.com/Business/ 2016-8/#teens-shop- money-too/
general-mills-eliminate- online-for-efficiency- 41. http://www.nytimes.
artificial-colors- purposes-3 com/2015/09/20/
flavors-entire-cereal/ 33. http://www. fashion/move-over-
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26. http://www. generation-z-is-retailers- generation-z.html?_r=0
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