If you are a Gen-Z right now, would have noticed a couple of years back, every campaign seemed to be targeted to the audience of age 25 to 40. Well, the logic applied to that was simple – brands market to audiences with buying power. And while that has proven success in the past, we cannot seem but notice a shift in this age range.
Image Source: Linkedin Blog
Each generation of people has claimed the trend-maker crown. Right now, society is looking to Gen-Z – born between 1997-2012, and rapidly beginning to impact the workforce – as a harbinger of prominent traits and attitudes that will define the years ahead.
The Gen-Z are your newest angle-inventors:
No, not the actual angel investor, but angles who will invariably invest in your product if they like it. Before I find a source to quote the statement I just made, just open Instagram and take a look at the top 9 post of brands who are doing the best right now, economically.
Now that we’ve discovered the power of Gen-Z, let’s look at their digital habits.
Image Source: Linkedin Blog
They are career-motivated:
Which is to say Gen-Z is career-motivated. In addition to their willingness to change scenery during a pandemic, Gen-Z is aware that they’ll need to put in the work to achieve their goals: 77% “believe they will need to work harder compared to those in past generations to have a satisfying and fulfilling professional career.”
Gen-Z is aware in other areas as well. Nearly two-thirds of those surveyed by LinkedIn said they value knowing what is going on around them and being in control. Gen Zers crave stability – nearly three-quarters value being successful in their careers (73%) and financial security (72%). Gen Z also displays an increasing regard for eco-consciousness and social equality, putting added pressure on companies to demonstrate their contribution to fighting widespread issues.
They are digital natives:
Gen-Z isn’t merely connected, they’re hyper-connected: 74% of Gen Zers say they spend their free time online, and 66% report using multiple connected devices at a time. The same research shows Gen-Z to be smartphone-centric, with nearly three-quarters using their smartphone more often than computers or other devices.
Now you know why everyone practically lives on the internet and why the Metaverse is infinite loop in creation.
Unisex self-expression:
“I need to be free; I need to be myself, increasingly be myself, every day. With the internet, I feel much more free.” —Female respondent, 22, city of São Paulo.
“I really like things that are unisex! I think it’s absurd that stores and brands split everything into “male” and “female.” After all, fabric is genderless.” —Female respondent, 22, Goiânia.
For Gen-Zers, the key point is not to define themselves through only one stereotype but rather for individuals to experiment with different ways of being themselves and to shape their individual identities over time. In this respect, you might call them ‘identity nomads.’
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