Generation Z on Fire by CTR

GEN Z
IS ABOUT TO
CHANGE THE
WORLD AND
SET IT ON
FIRE!
www.CTRConsultingServices.com

GET READY FOR
By Andre S. Harris, Culture Transformation Resources, LLC

LET’S TALK ABOUT GENERATION Z.
HERE’S WHAT WE KNOW…

THERE IS A POPULATION TSUNAMI APPROACHING.
Tradi&onal
ists,(70+),
10%,
Boomers
(51-69)
24%
Gen,X,
(36950),
15%,
Gen,Y,
(20935),
25%,
Gen Z,
(<19),
26%
Source: US Census Bureau, 2012 (via Mintel 2014) and Randsta
361,000
approximate number of babies
born in the world each day.
More than a quarter of America’s
population belongs to
Gen Z,
and with each birth, the segment
is growing.
23 Million
Gen Zs born between 1995 and
2010

A GENERATION WITH DISPOSABLE INCOME.
Source: Mintel 2013 “Activities of kids and teens.”
361,000
Gen Z,
is growing.
Gen Z receive $16.90 per week in allowance which translates to
$44 billion a year

THEY INFLUENCE HOUSEHOLD PURCHASES.
Source: JWT Intelligence 2012
361,000
Gen Z,
is growing.
TV 60%
CELL PHONE 55%
COMPUTER 52%
HOME FURNISHING 32%
FAMILY CARS 29%
TOYS 84%
APPAREL 74%
THE WEEK’S DINNER MENU 73%
ENTERTAINMENT 69%
FAMILY VACATION 65%
Percentage of moms who feel their Gen Z child is
influential when purchasing the following…

THEY ARE EAGER TO START WORKING.
Source: “High School Careers” study by Millennial Branding and internships.com
55%
of high school students feel
pressured by their parents to
gain early professional
experience.
4 in 5
high school students believe
they are more driven than their
peers.

GEN Zs INTEND TO CHANGE THE WORLD.
Source: Department of Labor 2013
26%
of 16-18 year olds are
currently volunteering.
Social listening reveals that
Gen Z are determined to
“make a
difference”
and “make an impact.” Social
entrepreneurship is one of the
most popular career choices.

THIS IS WHAT MILLENNIALS STARTED…
Social listening reveals that Gen
Z are determined to
“make a
difference”
and “make an impact.” Social
entrepreneurship is one of the
most popular career choices.
Mark Zuckerberg
Fame Age: 20
Profession: Internet Entrepreneur

THIS IS HOW GEN Z TOOK OVER…
Thomas’ TED Talk in
2011 received over
1.3 million
views.
Thomas Suarez
Fame Age: 12
Profession: App Developer
and Innovator

THIS IS THE NEW NORM FOR GEN Z.
Logan Laplante
Fame Age: 13
Profession: Advocate for
DIY Education
Logan’s TED Talk in
2013, “Hackschooling
Makes Me Happy,”
has received over
7.7 million views.

GROWING UP IN A POST 9/11 WORLD
DURING A RECESSION.
1 in 4
American children
are living in poverty.
73%
of American were
personally affected
by the Great
Recession.
Gen Z
Were developing their
personalities and life skills
in a socio-economic
environment marked by
chaos, uncertainty, volatility
and complexity.
Blockbusters like The
Hunger Games and
Divergent depict teens
being slaughtered. No
wonder Gen Z developed
coping mechanisms and a
certain resourcefulness.
Source: Rutgers 2013, Annie E. Casey Foundation 2013

30%
of high school students today
are pushing out their
graduation date.
Gen Z
Witnessed the struggles
of Millennials (think: older
sibs, many still living at
home), and have resolved
to do things differently.
THEY LEARNED THAT TRADITIONAL CHOICES DON’T
GUARANTEE SUCCESS.
Source: Report from Education Week via The Atlantic

GEN Z
were raised in an
American education
system that focused on
mainstreaming and
classroom diversity.
As a result, they are
collaborative
team players
where everyone is equal
to winning and losing.
THEIR EDUCATION SYSTEM FOCUSED ON INCLUSIVE
CLASSROOMS AND DIFFERENTIATED INSTRUCTION.

NATURE VS. NURTURE:
GEN Z HAD A UNIQUE CHILDHOOD.

+400%
Increase in multiracial
marriages (Black and
White) in the last 30 years
(with a 1,000% increase in
Asian-White marriages).
MODERN FAMILIES COME IN ALL COLORS AND SIZES.
Multiracial children is the fastest growing youth group in the US.
+50%
Increase in multiracial
youth population since
2000 (to 4.2 million).
Source: Census: “The two or more races population: 2010 Census Brief”

-1.5%
Decrease in the caucasian
6-17 year-old population
is projected by 2018.
GREATER DIVERSITY AMONGST TEENS AND TWEENS.
Research shows that multiracial children tend to be high achievers with a
strong sense of self and adaptability to change.
+7.6%
Projected increase in the
Hispanic teens population
over the next five years,
the fastest growing
population in the US.
Source: Mintel “Activities of kids and teens – US – November 2013

TRADITIONAL GENDER ROLES HAVE BEEN
CHALLENGED.
Source: GoldieBlox.com
Gender roles
And norms are blurring,
which may make it harder
for Gen Z to find mates and
maintain households when
they become adults.
Self-identity
is less constructed by
gender than for past
generations.

With studies showing the
adverse effects of
HELICOPTER parenting,
parents of Gen Z have
been discouraged from
MOLLYCODDLING. As a
result, Gen Z have been
given more space than
Millennials, accessing
answers and inspiration
on the Internet, and are
more self-directed.
PARENTING STYLES HAVE SHIFTED.

Source: Census: “The two or more races population: 2010 Census Brief”
Gen Z have been raised in larger, extended households as retired grandparents
have moved in and Millennial siblings (Boomerang Kids) have moved back home.
As a result, they are sharers and have greater affinity and respect for the elderly.
Gen Z share many of the same values as the Great Generation (Traditionalists).
THEY LIVE IN MULTI-GENERATIONAL HOUSEHOLDS.

GEN Z IS REMARKABLY DIFFERENT…
THEY WORRY ABOUT THE ECONOMY.
Source: JWT Intelligence

72%
of high school
students want to
start a business
someday (compared
to 64% of college
students).
Surrounded by DIY
education and
crowdsourcing,
these teens dream of
self employment.
They feel pressured
to gain professional
experience at a very
early age. Low wage
entry level Gen Z
jobs lead to
competition with
struggling
Millennials, fueling
competitiveness.
ENTREPRENEURSHIP IS IN THEIR DNA.
61%
of high school
students want to be
an entrepreneur
rather than an
employee (compared
to 43% of college
students).
Source: Millennial Branding and Internship.com, 2014, Mintel 2014

Source: Rutgers 2013, Annie E. Casey Foundation 2013Source: Millennial Branding and Internship.com, 2014, Mintel 2014

SOCIAL MEDIA AS RESEARCH TOOL.
Source: Pew Research, “How teens do research in the Digital world” 2012.
52%
of teens use YouTube
or other Social Media
sites for a typical
research assignment
in school.

Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press

THEY THINK SPATIALLY AND IN 4D.
2005
The year that Google
Maps launched with its
satellite and zooming
functions.
Gen Z
Have always known how
to zoom, pinch and swipe.
They have grown up with
hi-def, surround-sound,
3D and now 4D – 360
degree photography and
film is their normal.
Ultra slow motion and hi-
speed video is their
standard.

THEY LACK SITUATIONAL AWARENESS.
Teachers say that Gen Z lack situational awareness, oblivious to their
surroundings and unable to give directions.
Some speculate that Gen Z have become overly reliant on their devices.
Source: Pew Research, 2012

THEY DON’T WANT TO BE TRACKED.
25%
of 13-17 year-
olds left
Facebook
in 2014.
Source: Facebook Social Ads Platform (“Potential Reach”), 2013.
As Social Media natives, attuned to NSA surveillance issues,
they are more concerned about disabling their phone’s geolocation
than their privacy settings.
Gen Z are drawn to incognito media such as
Snapchat, Secret and Whisper.

THEY COMMUNICATE WITH SYMBOLS.
Gen Z
speak in
and
Symbols and glyphs provide
context and create subtext so
they can have private
conversations.
Emoji alphabets and icon
“stickers” replace text with
pictures.
Source: Pew Research, 2012.

THEY COMMUNICATE WITH IMAGES.
Source: AFP News Report, via MarketingCharts 2013 .

Source: WebMD (CDC Survey 2014)
41%
of Gen Z spend
>3 hours
per day on their
computers for
non-schoolwork-
related purposes
(compared to 22% a
decade ago).
THEY SPEND MORE TIME WITH COMPUTERS.

Source: JWT Intelligence and Pew Research Center.
81%
of teens use some
kind of Social Media.
THEIR SOCIAL CIRCLES ARE GLOBAL.
26%
of Gen Z would need
to fly to visit most of
their social network
friends.

Source: Sustainable Behavior in Adults, August 2013; JWT Intelligence
80%
Know about man’s
impact on the planet.
THEY ARE HYPER-AWARE AND CONCERNED
ABOUT SOCIAL ISSUES.
78%
Are concerned about
world hunger.
9 of 10
Continue to feel
optimistic about
their own future.
77%
Are concerned about
children around the
world dying of
preventable disease.
7 of 10
Feel optimistic about
the future of the
environment.
76%
Are concerned about
man’s impact on the
planet.

Source: Ameritrade, Generation Z and Money Survey 2014.
SOCIAL CONSCIOUSNESS.
MAJORITY OF GEN Z WANT A JOB THAT ALLOWS THEM TO
MAKE A POSITIVE CONTRIBUTION TO SOCIETY.

THEY PREFER FACE-TO-FACE COMMUNICATION
WITH MANAGERS OVER TECHNOLOGY.
Source: Millennial Branding and Ranstad US 2014
GEN Z GREW UP WITH TECHNOLOGY, YET 51% PREFER IN-
PERSON COMMUNICATION OVER TOOLS
LIKE EMAIL (16%) AND INSTANT MESSAGING (11%).

TECHNOLOGY IS A DISTRACTION.
TOP DISTRACTIONS AT
WORK:
1.  INSTANT
MESSAGING (37%)
2.  FACEBOOK (33%)
3.  EMAIL (13%)

GEN Z IS MOST MOTIVATED BY OPPORTUNITIES
FOR ADVANCEMENT (34%).

WORK VIEWS.
76% PREFER
HANDS-ON WITH
PROJECTS.
65% SAY CO-
WORKERS
ENABLE THEIR
BEST WORK.
58% WANT TO
WORK
INDEPENDANTLY.

HEALTH CONSCIOUS.
HEALTH CARE
COVERAGE IS THE
#1 EMPLOYEE
BENEFIT.
40%
WANT
COMPANIES TO
HAVE A
WELLNESS
PROGRAM.

FEELING INSPIRED IS IMPORTANT TO GEN Z.

GEN Z WANTS THEIR MANAGERS TO LISTEN TO
THEIR IDEAS (61%).

THEY CRAVE HONESTY IN A LEADER.
52% OF GEN Z STATE THAT HONESTY IS THE MOST
IMPORTANT QUALITY OF A LEADER.

VISION AND COMMUNICATION ARE IMPORTANT
IN LEADERS TOO.
32% WANT A LEADER
WITH GOOD
COMMUNICATION
SKILLS.
34% OF GEN Z
BELIEVE LEADERS
SHOULD EXHIBIT A
SOLID VISION.

GEN Z SAYS THEIR BEST ATTRIBUTE IS THEIR
POSITIVE ATTITUDE (78%).

GEN Z PERCEPTIONS OF GEN Z.
1.  CREATIVE 57%
2.  OPEN-MINDED 54%
3.  NEW IDEAS 52%
4.  INTELLIGENT 44%
5.  CUTTING-EDGE
THINKING 41%
5. LAZY 41%
GEN Z DESCRIBE THEMSELVES AS
CREATIVE, OPEN-MINDED AND INTELLIGENT.

GEN Z HONESTY.
GEN Z ALSO DESCRIBE THEMSELVES AS…
LACKING FOCUS
37%
SELF-CENTERED
32%

GEN Z SEEKS EDUCATION AND KNOWLEDGE.
Source: JWT Intelligence 2012; Edudemic Survey

GEN Z SEE HIGHER EDUCATION AS THE KEY
TO SUCCESS.

GEN Z WORRIES…
GEN Z WORRIES ABOUT JOBS AND UNEMPLOYMENT…
BUT TO A LESSER EXTENT THAN LAST YEAR.

GEN Z AFTER COLLEGE.
GEN Z EXPECTS TO FIND A JOB AS SOON
AS POSSIBLE, THOUGH HALF WOULD
TRAVEL IF $ WAS NO OBJECT.

GEN Z FINANCIAL CONCERNS.

GEN Z CREDIT CARD DEBT.
BALANCE DUE ON CREDIT CARD INCREASES WITH AGE,
AND IS SIGNIFICANTLY HIGHER THAN LAST YEAR.

Source: Gen Z by Sparks & Honey 2014.
GEN Z
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco Off)
Active Volunteers
Blended (race & gender)
Togetherness
Mature
Communicate with Images
Make Stuff
Humility
Future Focused
Realists
Want to Work for Success
Collective Conscious
DON’T TREAT THEM LIKE MILLENNIALS.
Millennials
Tech Savvy: 2 Screens
Think in 3D
Radical Transparency: Share All
Slacktivists
Multi-Cultural
Tolerance
Immature
Communicate with Text
Share Stuff
Have Low Confidence
Now Focused
Optimists
Want to be Discovered
Team Orientation

Source: Gen Z by Sparks & Honey 2014.
DON’T TREAT THEM LIKE MILLENNIALS.
VERY DIFFERENT EXPERIENCES AND REFERENCES.

FAMOUS
GEN Z.
Jaden
Smith
Abigail
Breslin
Chloe
Grace
Moretz
Elle
Fanning
Shawn
Mendes
Jackie
Evancho
Rowen
Blanchard
Kylie
Jenner
Codie
Simpson
Austin
Mahone

Please contact us for the complete presentation or other presentations:
•  Millennials Bending the Rules in the Workplace
•  Gen X from Xhausted to Xtreme
•  Unlocking Secrets of Baby Boomers
•  Traditionalists, The Silent Generation – Healthy, Wealthy and Wise
•  Leading Multigenerational Employees
•  Five Generations Working Together

Ms. Harris is available for keynote presentations, management training, leadership
workshops, retreats and other corporate and non-proﬁt engagements.
Andre S. Harris
President & Proud Gen X
Culture Transformation Resources, LLC
Andre@CTRConsultingServices.com
1-877-CTR-1236 OR 1-877-287-1236
@AndreHarrisCTR
Andre Harris CTR
www.linkedin.com/pub/andre-harris/31/56a/744/

Generation Z on Fire by CTR

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