1. 1
(Quaterly Prospective Knowledge Content)
Winter 2016
(far from Millennials)
Generation Z

2. 2
About -BAUTISTA-
Knowledge and Planning consulting team focused on the development of
tailor-made ideas with a global understanding of futures, trends, foresights
and scenarios with experience on several markets, industries and consumers.
Juan José Baute – Luis Carlos Chacón
Get Ahead!
www.bautista.global
- - -
Research: Laura Samper G.
Art Director: Angélica Ramos
Cover/Back Cover
Photographer: Tigre Escobar @ http://www.lamala-educacion.com/
Stylist: Marcela Acevedo @ Door Studios Paris
Model: Mariya Vinogradova @ Karin Models Paris
AdAge
Adweek
Bloomberg
Business Insider
CMO
CNBC
CSP
Dazed Digital
Digitalist Magazine
eConsultancy
eConsultancy
Entrepreneur
Euromonitor
FCNews
Fast Coexist
Fast Company
Forbes
Fortune
Fusion
Harvard Business Review
Huffington Post
i-D
iMedia Connection
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Mashable
Mc Crindle
Media Post
Media Post
NY Magazine
New York Times
North Eastern Edu.
Nylon
PBS
Piper Jaffray
Pitchfork
Power Reviews
Refuel Agency
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Sales Force
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Teen Vogue
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The Sound Research
The Street
The Wrap
Time
Vice
Vision Critical
Vogue
Vox Burner
WWD
Wall Street Journal
Washington Post
Who What Wear
Wired
Sources

3. 3
Why
Generation Z?
On ‘10T415’ (10/2014) we released a trend called ‘Millen-
nial ≠ Teen’ http://www.bautista.global/getahead.html
where we basically suggested that in a world where Millen-
nials consolidate themselves in the adult period (with work,
contractual and parenthood responsibilities) the search
for the new cultural group that marks the years of youth
will be very relevant in the near future in a global scale.
It will be important to understand the way this new period
of interconnectivity, new mentalities and emergent con-
sumption habits mark a group, that according to various
experts, will have strong differences with the new millen-
nial adult.
Thank you for your time and feedback
The -BAUTISTA- Team
Brief
In order to encourage forward thinking and analysis of
the different options and opportunities the future brings,
-BAUTISTA- presents every season a free content in
which we apply global knowledge that the company has
in futures, scenarios , trends and forecasting to a specific
topic of high relevance for different stakeholders of mar-
keting, innovation , strategic planning , creativity , among
others.
Each edition presents an editorial process that seeks to
transmit the Avant-garde spirit the understanding of Fu-
tures Studies offers and the implications that each main
topic will present in the near future. For the pilot edition
(winter 2016 ) it was selected the understanding of the
present and future of the so-called ‘ Generation Z’ will be.

4. 4
Authentically Global
Gen Z -born after half of the 1990s–and next genera-
tion or what experts already call generation alpha, will
be mainly multicultural, which make them even more
diverse than Millennials. This means cultural dynamics,
workforce conditions/interactions and skills will be high-
ly influenced and changed. Only in America, by 2020
40% of the population will be racial minorities, and
more than half of the population under 18 will be
racial minorities. (FC, 2015)
PATTERNS
Edgy Activists
Their trade characteristics are given by
their environment conditions: since they
were born they have had access to global
information, which made them aware of
social and cultural problems. So they are
sensitive and have adopted an active role
in reality and in the creation of possible so-
lutions. 60% want their jobs to impact
the world, 26% of 16 to 19 year-olds
currently volunteer, and 76% are con-
cerned about humanity’s impact on
the planet. (CMO, 2015)
GenZ’s long-term things
in common
Scream Queens. Photo: 20th Century Fox

5. 5
Relationship Status:
Makeover
Gen Z is oriented to video and image content apps. Far
from Millennials who once put Facebook and Twitter as
number 1 social media channels for sharing their pri-
vacy, Gen Z is using it in a holistic approach. They are
more private since they are aware of the implications re-
lated to the digital footprint, so they avoid overexposure.
Gen Z is changing the way social media affects their
personal lives and interactions by relating to it mainly
for entertainment and practical tasks. Teens use Ins-
tagram (47%), Kik (44%) and Snapchat (36%),
while a quarter of 13 to 17 year-olds already left
Facebook. (MSB, 2015) Gen z prefers to spend
time in games (72%) and music (57%) apps, such
as Shazam and SoundHound. They prefer tablets and game consoles over laptops and
even mobile phones. (Media Post, 2016) When applying to colleges, 60% of iGens feel
comfortable contacting schools through social media. (HBR, 2015)
Full-Time Innovators
The digital nature of this generation has made
them great researchers. Curiosity appears to be
one of their main trades, since they can satisfy
their data cravings and find answers easily. This
has been recently expressed in two ways: first,
Gen Z is education oriented. They use online and
social platforms for self-teaching. Second, for get-
ting their way into the workforce, a theme that
for most represent a challenge for Gen Z but it’s
actually one of their most important advantages,
since they are discovering new skills that will cre-
ate several approaches for analyzing and resolving
different scenarios. 33% watch lessons online,
20% read textbooks on tablets, and 32%
work with classmates online, 35% of Gen Z
students currently own their own business
or plan on having one in the future (Barnes
& Noble, 2016). They are entrepreneurs and
prefer non-traditional workspaces, 76%
hope turning their hobbies into their actual
career. (CMO, 2015)
Brian Wong co-founded Kiip, a mobile app
rewards platform.

6. 6
GenZwillchangethedemands
and requirements of employ-
ers by allowing new skills take
place for innovating and solv-
ing traditional problems.
Gen Z is not about heroes. They are their
own role models and look for becoming
better for their own benefit, which also
includes others’ well-being.
Source. Vision Critical, 2015.
Source: Barnes & Noble, 2016.

7. 7
Cross-Cultural Youth
Gen Z is more prone to enjoy diversity and alter-
nativeness in an inviting and inclusive way. Being
popular is as relevant as being unique, which can
be found by sharing and working with others. This
collaborative behavior is global by heart and it is
used to create more alternatives, than that of Mil-
lennials who use it to accomplish new experienc-
es. Gen Z are cultural game-changers, which gives
them more confidence and self-assurance. They
are already redefining themes like sexuality, gen-
der and equal rights. 94% said on a survey ‘be-
ing true to myself is important’. (Wildness,
2015) Half of young people in the UK don’t
identify as straight. (Stylus, 2016) and more
than 70% of iGens is decisively in favor of
same-sex marriage. (NE, 2015)
Me: The Next Big Thing
Gen Z is not expecting the next big Internet event
because they create it by using the latest apps,
which allow them to intervene the final content.
They develop an online persona -through privacy
and anonymity- that expresses in real time and
shareshisvisionoflifethroughpersonal(notin-
timate) stories. They are curators of themselves
but also great editors, since they want to build
their worlds piece by piece. In consumption
terms, this is why they prefer products instead
of brands and use digital channels to communi-
cate through reviews, the new ‘word of mouth’.
Consumers 19 and younger prefer new
social networks like Secret and Whisper.
(Adweek, 2014) 80% of Gen Z say finding
themselves creatively is important. Over
25% post original video on a weekly ba-
sis, while 65% enjoy creating and sharing
content on social media. (Wildness, 2015)
60% want customized products and al-
most a third want to be part of the crea-
tion process. (DM, 2016)
One Direction. Photo: Jay L. Clendenin, Gettyimages.

8. 8
My Pocket, My Way
Millennials want to spend their earnings
in experiences, while Gen Z prefer things.
They are aware of spending habits as a
result of 2008 recession, so they choose
according to their inner beliefs and mo-
tivations like scarcity awareness, diversity
and inclusion. So they don’t visit big re-
tailers or malls because they’re too gener-
ic. They are becoming more aware of their
financial capacities, which gives them
a new sense of freedom and the power
to influence purchase decisions. “Gen-
eration Z cares about owning. “This
generation is in to stuff,” said Keith
Niedermeier, director of Wharton’s
Source. Adweek, 2015.
They use on average more than 3 screens at once. Their
shopping habits happen mostly online for learning
about products and brands, although they still go in-
store. (CMO, 2015)
Google?
Gen Z might
be the new
searching
engine itself.
undergraduate marketing program”.
(BI, 2015) Teens directly command
$75 billion of discretionary spending
(Piper Jaffray, 2015) and 74% thinks
debit card is ‘essential’ to their finan-
cial habits (TS, 2015). 32% of moms
feel their Gen Z children are influen-
tial when purchasing home furnish-
ings. (FCNEWS, 2016) By 2018, Gen
Z spending will reach $200 billion.
(UFA, 2015)

9. 9
Maturity On The Go
Gen Z is known for being more conserva-
tive and emotionally sober than Millen-
nials. This is given by their environment,
being raised by Gen X (mostly) and hav-
ing access to universal and present his-
tory. Spoiled kids? No time for that. New
teens acknowledge their place in society
and have a great capacity for analysis and
learning: “They have an emotional intel-
ligence that is off the scale compared to
any of the other generations. They don’t
just see the dots, they see the white space
between the dots. From them, we could
see a global leader – perhaps a Mahat-
ma Gandhi for the planet – that builds
on peace.” (Dazed Digital, 2016) In the
workplace, 38% of Gen Z value their
boss/recruiter’s honesty and integ-
rity. (RH, 2015)
The New Wealthy
Wealth is being redefined by Gen Z. Since
they value money and ownership, wealth
is seen as a form of personal rather than
social status. Luxury is not found in su-
per expensive items but things that show
their hard work and perseverance, a way
of showing their unique capacities to be
successful. 45% of teens consider be-
ing well dressed is synonymous with
being successful and 32% also con-
sider a nice car as a symbol of suc-
cess. (Marketing Magazine, 2015)
My Family,
My Refuge
Narratives are still important as they are
for Millennials (67% of Gen Z prefers
narratives and storytelling), only Gen Z
takes them to a new level. This is applica-
ble not only for content consumption but
the actual design of their lives. The traditional structures
of family, education and religion are changing. Gen Z
does not necessarily go to college then get married and
have kids but they stick to their core values and hold
dearly family relationships. 90% strongly agree that
marriage and family play a vital role in society. For
them, family should be a place of safety, commit-
ment, nurturing and fun, regardless of its compo-
sition. (MC, 2015) 78% of Gen Z believes in God
although only 41% attend a weekly service and
a little 8% consider religious leaders to be their
foremost roles models. (NEE, 2014).
Jack Andraka created a pancreas cancer test
(Ethan Hill/Redux)

10. 10
• By 2025, they will be the most im-
portant group among adult popula-
tion.
• Millennials will be represent 75% of
global workforce. In this way, they
will dominate workplaces and cor-
porative culture. (Bloomberg)
• More than half of Millennials will be
parents in the United States and will
implement a model base on negotia-
tion, resources and Google. (Time)
• Half of global workforce will be free-
lance, in the case of Millennials they
will represent two thirds. (Time)
• Millennials will accomplish the
transformation of the work environ-
ment from collaborative processes
and a lack of interest in participating
in it. (Bloomberg)
HAVEINMIND
• This has caused that for different ex-
perts what is defined as MILLENNI-
AL goes beyond the generation group
and becomes a FORMAT (of creation
and production).
Millennials = Teens/

11. 11
In Summary…
• More divergent.
• Focus on transparency.
• Takes vintage elements
of all times (including the 00’s)
MILLENNIAL celebrates
AUTHENTICITY
(what really is or what it is said to be)
Generation Z celebrates
ALTERNATIVE
(that opposes what is established and
presents itself as a different option)
So today
Millennial Culture is...
More
Mainstream.
Inspired by what is
“vintage” to this generation
(1975 - 1995)
Adult-Oriented.

12. 12
The difference be-
tween “coming out”
and deciding gender…
Desexualization marks
one of the main differ-
ences between Gen Z
and the rest of the
population.
Kylie and Caitlyn Jenner. Glamour Magazine.

13. 13
MILLENNIAL vs GENERATION Z
They are seeking to extend their
youth to develop and explore their
personality.
They think they can’t have the luxury
of living an extended youth.
Selfish Collaborative
Idealistic Realistic
They aspire to reach maturity at
the right time.
They experiment growth and reason-
ing faster.
They were promised Baby Boom-
ers’ world.
They understand that they will live in
a chaotic world. High skepticism.
Passion and work. They refuse to
not doing what they love.
Responsability and efficiency. It does
not matter the work but time’s
quality.
They feel that the world owes them
something. They expect too much.
They are not waiting for others and
avoid procrastination.
Their life is defined by tech. First
generation of the digital revolution.
They don’t try to be defined by tech
because it is part of their existence.
Narcissistic. Need for self-esteem
under pressure.
Privacy. The need to find self-approv-
al.
They want to help without sacrific-
ing their comfort zone.
Supporting others defines them.
Obsession with independent prod-
ucts.
Obsession with clean products.
They feel they are perfectionists. The importance of mistakes and its
relationship with what is unique.
Conformist Reformist
Raised by optimistic Boomers. Raised –mainly- under Gen X nihil-
ism.
Conventional education model. Progressive education models.
THE CHART

14. 14
1. Jaden Smith + Louis Vuitton
Actor and model Jaden Smith (17), GenZ
icon appeared wearing a skirt for Louis
Vuitton SS16 ad on January 2016. Gen-
der identities are being re-configured by
today’s teens.
http://us.louisvuitton.com/eng-us/stories/ss16-se-
ries-4-campaign#/home
2. Snickers campaign, aired in Jan
2016, celebrates taking life as it comes
and act spontaneously. In one word, be-
ing pragmatic. One of Gen Z’s main char-
acteristics.
https://www.youtube.com/watch?v=ldqhTv01t8w
16THINGSTOWATCH
1
2
3
4
3. Truth – “Left Swipe Dat”
Based on how dating apps work –by
choosing among many options- Truth
wants to end teens cigarettes consump-
tion by connecting to them in a familiar
language: dating apps and pop music art-
ists like Becky G.
https://www.youtube.com/
watch?v=XPS9Op5dhCw
4. “AMERICAN GIRLS”
The book by Author Nancy Jo Sales ex-
plores the relationship between today’s
teens hypersexualisation and overex-
posure in social media and anonymous
apps. This is part of the discussion about
teens and tweens digital media consump-
tion habits.
http://time.com/americangirls/

15. 15
5. THE FAT JEWISH
Named by Time Magazine as one of the
30 most influential people on the internet
in 2015. His audience is mainly teens. For
him, Memes culture is what connect us.
(The Guardian, 2015)
https://www.youtube.com/watch?v=pgmsuLtRp8Q
6. AXE – Find Your Magic
After going ‘macho’ style, Axe is now tar-
geting all personality types in a inclusive
way for reaching teens iconography and
variety of styles..
https://www.youtube.com/watch?time_
continue=51&v=WzTSE6kcLwY
7. Singer Ariana Grande, besides be-
ing one of GenZ’s pop icons is also a gen-
der activist who just recently launched
FRANKIE, a ‘non-gender exclusive’ fra-
grance.
http://fusion.net/story/258154/ariana-grande-fra-
grance-frankie-gender/
8. Lucky Blue Smith the 17-year-old
male model who could be the poster child
for the Generation Z look. (NYT, 2015)
https://www.youtube.com/watch?v=MXPa_-
UQsq4
9. ‘Be who you are’ philosophy:
Miley Cyrus on Instagram. Teens
look and feel in the app is playful, ed-
ited with added visual and colorful
content. Posted on January 31, 2016
www.instagram.com/mileycyrus
10. Wishbone app allows teens to
choose from two options and share their
results with friends. A great example of
GenZ love for curating content.
getwishboneapp.com/
5
6
7
8
9
10

16. 16
11. British Army new campaign uses reverse psy-
chology to attract recruits from Generation Z. (CL,
2016) The campaign wants to connect with teens’ altru-
istic character and will to change today’s social issues.
www.karmarama.com/case-studies/dont-join-the-army/
12. GE – ZAZZIE’S
GE is launched a TV campaign on late-night comedy
shows, designed to recruit young professionals and
position itself as a digital industrial company. (AdAge,
2015)
www.youtube.com/watch?v=OpDIEJrog3s
13. Teens not only follow celebri-
ties but also social media stars, like Mu-
sician and Vine success Shawn Mendes.
He became popular thanks to doing pop
songs covers on the app.
https://vine.co/u/937830842749816832
11
12 13

17. 17
14. In the U.S. Presidential elec-
tions of 2016, Candidate Bernie Sanders
is gradually winning the youth vote. He
has captured 68% of Democratic voters
under 24 years old while Hilary Clinton
has only the 26%, thanks to his approach
to student debt levels. (TV, 2016)
http://www.teenvogue.com/story/bernie-sanders-
young-voters
15. Shop Jeen is one of teens’ favorite
brands for clothing and accessories. The
look-and-feel puts together 90’s nostalgia,
gifs and bright colors/lights.
www.instagram.com/shopjeen/?hl=es
16. Kylie Jenner (with sister Kendall)
have become one of GenZ social media
and fashion icons/references. Both, as
well as other celebrities like Bella Had-
id. Both sisters have been nominated by
Time Magazine as most influential teens
in the world for the past 2 years.
www.kendallandkylie.com/
14
15
16

18. 18
A Fresh Perspective on
Social Media
Relationships
Since they are the generation who under-
stand better the rhythm between digital
/ non-digital life, they will make brands
and marketers to be present in both sides,
maintaining the same speech and lan-
guage. The discussion about the relation-
ship with the digital life is becoming im-
portant again, and Gen Z will let us know
what the conversation will be about. A
return to social dynamics outside social
media? Maybe: 88% take digital breaks
and 54% detox from their daily digital
grind preferring real-life experiences.
(The Drum, 2015)
FORECAST
What will be
the impact of
Gen Z in the
future?
The Intimate Role
of Brands
All Gen Z desires most is new knowledge,
so they’re naturally good at learning.
Brands will begin to be present in teens’
life, not only in a marketing type of inter-
action, but as providers of such data. 8 in
10 teens say that they want their favorite
brands to help get them gain new skills.
(DD, 2015)
The Evolution of
Ad Formats
Gen Z won’t engage with long, compli-
cated narratives, so probably tv ads will
become more like a 5 to 10 second vine
video that is online only for three days
and it offers a particular content. Snap-
chat narrative style, especially in a world
where multiple platforms and formats
will diversify information.
New Skills: Future
Statisticians
In general, the growth of services offer
related to the analysis of Gen Zs reac-
tions to global events in real-time. Since
there will be a demand for fresh, on-the-

19. 19
go advertising there will also be as much
as specialized entrepreneurs (included
iGens and Millennials) for covering all
types of challenges ahead. Gen Zers will
be a niche generation that will demand
individualized content: iGens want
brands to be aware of them as individuals
rather than a name or number on a list.
(HBR, 2015)
The Transformation
of TV
Gen Z don’t watch TV in the traditional
way. For this reason, cable business mod-
el will change when streaming services
keep growing in teens’ consumption hab-
its: Streamed TV is teens’ favorite type of
content with a 53% of preference. (PWC,
2015) Netflix is their 4th favorite brand
(see image).
3Dimensional
Consumption
Gen Z will grow with the development
of the 4TH technology revolution. 3D
printing, IOT and wearables will be teens’
references to build their own products
and even businesses. The meaning of
authentic will change into what is self-
made. New personal skills will be discov-
ered, which will change the production
chain towards a consumer-in process: 3D
Printing market globally will grow from
$2.3B in 2013 to $8.6B in 2020.
(Forbes, 2015)
A Personal Approach to
Education
Education will be focus on individual
skills thanks to the success of MOOCs
and digital self-learning: in 2015, the US
Government boosted vocational educa-
tion funding to $1.1 billion. (Time, 2015)
Source, Refuel Agency, 2016.
The Creation of Pop
(Meme) Culture
This collage of images and references taken from both
the past and the present will create a break from tradi-
tional narratives and build a global identity through the
individual. 62% of iGens post original videos to social
media at least once a week. (Wildness, 2015)
After Gen Z, Gen Alpha
Gen Z is just a glimpse of what is ahead for planet
earth. A new whole generation of hyper connected
beings that will grow with already changed dynamics
and narratives: 2.5 million Alphas are born around the
globe every week. (BI, 2016)
Teens’ Social Digital Print
Expect more virtual activism as part of Gen Z digital
print: 60% participates in online/offline events to fight
racial discrimination. (Brand E, 2015)
Flickr/Paul Mayne

20. 20
How this new generation
will trigger Implications
and Opportunities
Companies will need to
spend more to create videos and
other content that provides useful
information, entertains, and other-
wise impresses them enough that
they share with families, friends,
and followers.
Remember they’ve got food
on their top of mind and a big con-
sciousness in the direct relation-
ship between food, health and well-
ness. A new way of perceiving food
as an investment to avoid diseases,
gain energy or just to feel better.
GETAHEAD
Find a “cause” it’s important to
make a difference. Diversity and
equality are encouraged and un-
derstands people who are different
in terms of race, religion, sexual-
ity and emerging an Anti-bullying
crusade.
Be transparent, honest and cre-
ate value: Brands need to launch
innovative platforms that add value
to Gen Z’s lives. This should be
related to be socially conscious,
ethical, sustainable and genuinely
doing well.

21. 21
Mobile mindset and technology at their
fingertips:
• Online reviews for everything – from
restaurants, to apps, to places to go,
shop and where to go on vacation,
etc.
• Advantage in online business inter-
action (ecommerce, Brand games,
content, etc.)
• Multitasking activities and way of
interacting in different platforms.
Nine seconds rule: all the videos and
content will be approved or banned in this
time. Media, marketing, advertisement,
etc will have to improve the storytelling to
engage where something more interesting
is just a click away,
Be Transgressive… While creating
products, content, etc for them, remember
they have no language frontier, no bounda-
ries of time zones or geography and there
are no limitations on fact or fiction.
This generation is highly influenced by
sharing economy and crowdfunding
business models, and as a way of life. Hav-
ing access rather than ownership
Incorporate Real Time Marketing:
when producing campaigns, products or
content for Gen Z, make a constant review
of the environment, fears, tensions and the
immediate costumer feedback. Planning,
development and implementation will hap-
pen simultaneously and in less time.
High influenced by the next IoT …
Hologram, artificial intelligence and aug-
mented reality experiences will be adopted
very quick by this generation on the up-
coming years.

22. 22
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by-bungo-tsuchiya
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find-life-partner/
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Image sources

23. 23
2016 Bautista Global Group Inc