Student Research Project.

1. 1996-20101
GENERATION Z

2. Largest population segment in the US.
10.5%
25.9%
24.5%
15.4%
23.6%
Silent
Gen
Gen Z
Millenials
Gen X
Baby
Boomers
69+
<20 Yrs
20-34 Yrs
34-49 Yrs
50-68 Yrs

3. Most diverse generation in American history.
53%
47%
Non-Hispanic
White
Hispanic, Black,
Asian, etc.

4. PSYCHE
76%
are concerned about humanity’s
impact on the world. 5
67%
prefer narratives and
storytelling. 6
55%
are more likely to start
their own business. 8
61%
would rather be an
entrepreneur than an
employee. 7
60%
want their jobs to impact
the world. 5
76%
wish their hobbies could
become a full time job. 5

5. MINDFUL SPENDING
33%
want to buy a car as a top
financial goal. 13
62%
prefer to spend money
on experience rather
than a product. 14
4%
spend over $ 400 a week.

6. 38%
spend money on
friends & family. 13
89%
consider themselves
price conscious. 12
76%
spend money on
themselves. 13

7. V.R. BECOMES
NORMALITY
CONSTANT
CONNECTION
BETTER
UNDERWEAR
DESIGN
THINKING
POPULAR TRENDS

8. POPULAR TRENDS
ROCKER REDUXNORMCORE
GENDER NEUTRAL NEO RAVE

9. MEDIA & TECH
79%
display symptoms of emotional
distress when away from their
electronic devices. 4
46%
of 8 to 12 year olds have an
active Facebook account. 6
25%
of 13 to 17 year olds have
left Facebook this year. 16
71%
of teens use more than
one social network site.

10. Other
Top Social Media Platforms for teens
Ages 13-17

11. What Gen Z Wants From Companies
genuine posts
on social media
similar value system interact with them as
friends would
ability bounce from
brand
BRAND CONNECTIONS

12. Email
SocialMedia
OnlineAds
PostalMail
OutdoorAds
33%
34%
28%
13%
14%
How Gen z Wants to be Reached
18

13. Unsuccessful
Brands
• Not willing to drop logo
centric strategy 18
• Reinvesting in store fronts 18
• Company executives appear
to only have to just begin
researching Millennials 18
• Addmitedly know very little
about kids in early teens 18

14. Successful
Brands
• Secures endorsements from
top tier athletes 19
• Praised for innovative
technology 19
• Recently announced plans
to stop publishing nude
photos 21

15. What This Means For Your Company
• Support a social cause. 5
• Your campaign can be edgy and should be progressive but never trashy. 7
• Promote an uplifting and positive message. 7
• Connect with users with live streaming and collaboration technology. 5

16. What This Means For Your Company
• Don’t rely on your logo to sell your products. 22
• Empower users with control over preference settings. 5
• Don’t go too expensive or too cheap. 9
• Company website should be highly mobile friendly. 9
• Keep the message short. 5
• Tap into entrepreneurship mentality. 5

17. Sources
1. Move Over, Millennials, Here Comes Generation Z - The New York Times. (2016, October 27).
2. Generation Z: Forget Everything You Learned About Millennials. (2016, October 27).
3. Multiracial Gen Z And The Future Of Marketing 09/03/2015. (2016, October 27).
4. 15 Mind-Blowing Stats About Generation Z. (2016, October 24).
5. Generation Z: Marketing’s Next Big Audience - Visual Capitalist. (2016, October 24).
6. Marketing to Generation Z: Why Your Millennial Plan is Kaput. (2016, October 24).
7. Generation Z characteristics: 5 infographics on the Gen Z lifestyle - Vision Critical Blog. (2016, October 24).
8. Millennials vs Generation Z: What Employers Must Know (Infographic). (2016, October 24).
9. 7 Generation Z Trends Impacting Consumer Brands In 2016. (2016, October 24).
10. Why Everything Brands Say About Gen Z Is Wrong | Co.Create | creativity + culture + commerce. (2016, October 27).
11. “What Is Generation Z, And What Does It Want? | Co.Exist | ideas + impact. (2016, October 24).
12. Gen Z Remains Price Conscious And Seeks Experiential Retail. (2016, October 27).
13. 5 Trends That Will Inspire and Engage Both Millennials and Gen Z. (2016, October 24)
14. Getting to Know Gen Z’s Shopping Behaviors. (2016, October 24).
15. http://www.retailperceptions.com/wp-content/uploads/Retail_Perceptions_Report_2016_07.pdf. (2016, October 24).
16. Teens, Social Media & Technology Overview 2015 | Pew Research Center. (2016, October 27).
17. How to Spot a Member of Generation Z - The New York Times. (2016, October 24).
18. Abercrombie Is Out Of Touch - Business Insider. (2016, October 27).
19. Nike is the top teen brand - Business Insider. (2016, October 27).
20. Generation Z Spending Habits - Business Insider. (2016, October 24).
21. Brands stop using sexy advertisements - Business Insider. (2016, October 27).
22. Things We Know About Marketing To Gen Z - business.com. (2016, October 27).

18. Shannon Fahy, Andres Bronnimann, Ava Slifko
Fall Semester 2016
ADES 202 Concept & Communication and GDES 239 Graphic Design I
Vivian Owen and Jeff Bleitz Instructors
Ringling College of Art and Design