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Everything
Marketers
Need to
Know About
Generation Z
New data on Gen Z attitudes on
media consumption, travel, financial
services, health care, retail and more
By Vision Critical
With research by Maru/VCR&C
Learn the differences between
Millennials and Generation Z
(Turn to page 31)
Generation Z, the cohort born
after 1995, is sneaking up fast
on the consumer marketplace.
While they’re still mostly
kids and teens, Generation
Z’s eldest members are now
21 years of age and already
stepping into the spotlight.
In the U.S. alone,
there are roughly
65 million
Gen Zers
Their direct global
purchasing power
currently stands at
—a number that will
quadruple by 2018
$44 billion
But as Generation Z
enters its prime,
many companies have
yet to prepare for
this cohort’s arrival.
The impact of Millennials on every
industry is why Vision Critical,
in partnership with the insights
consultancy MARU/VCR&C, embarked
on a project to speak directly to
Generation Z.
The resulting report, The
Everything Guide to Generation Z, is
comprehensive and full of surprises.
It will help marketers engage
Generation Z now and in the future.
Here’s a look at the
report’s top findings.
DOWNLOAD THE FULL
REPORT FOR DETAILS
They feel
#blessed
88% OF #GENZ ARE OPTIMISTIC ABOUT THEIR FUTURE
We asked:
Are you
optimistic
about the
following?
My own
personal
future
The future
of my children
The U.S
economy
The world
economy
The
environment 58%52% 60% 54%
86% 74%88% 78%
64% 54%66% 58%
55% 46%50% 43%
54% 36%46% 32%
Gen Z BoomersGen XMillennials
Tweet this stat!
They’re
impatient
techies
Job
automation
Internet of
things
Wearable
technology
Self-driving
cars
Artificial
intelligence
21%20% 9% 4%
30% 18%36% 5%
28% 12%31% 7%
28% 10%19% 8%
25% 10%19% 8%
We asked:
Are you very
excited
about the
following?
Gen Z BoomersGen XMillennials
36% OF #GENZ ARE EXCITED ABOUT THE INTERNET OF THINGS
Tweet this stat!
They don’t
remember a
world before
Netflix or
Spotify
We asked:
What do you
subscribe to?
Pandora
Netflix
Spotify
Cable TV
Amazon
Prime
Satellite TV
55%44% 35% 14%
68%
35%
38%
17%
71%
26%
24%
2%
62% 58%58% 49%
49% 35%37% 25%
36% 20%27% 32%
Gen Z BoomersGen XMillennials
71% OF #GENZ ARE SUBSCRIBED TO NETFLIX; 26% ARE
SUBSCRIBED TO SPOTIFY
Tweet this stat!
They think
ads are
lame
We asked:
What do you
think of ads?
42% 35%
77% 65%80%77%
61% 66%77%67%
53%42%
68% 69%75%69%
Appreciate
when ads are
done well
Actively tune
out ads
Seek out ads
before buying
something
Ads are
disruptive
Gen Z BoomersGen XMillennials
69% OF #GENZ THINK ADS ARE DISRUPTIVE
Tweet this stat!
They are
price-
conscious
foodies
Price and
promotions
Nutritional
content
Ingredient
listing
Dietary
restrictions
Fair trade,
organic,
sustainable
Where
manufactured
We asked:
What
information
do you look
for from food
labels?
89%73% 87% 82%
80%67% 79% 79%
78%60% 77% 79%
54%39%
55%39% 38% 34%
51% 42%
48%37% 50% 53%
Gen Z BoomersGen XMillennials
67% OF #GENZ CONSIDER THE NUTRITIONAL
CONTENT OF THEIR FOOD
Tweet this stat!
They’re not
worried
about
money
Cover monthly
expenses
Save money
for a rainy day
Pay off loans
Retire one day
Buy whatever
I want
(within reason)
Own a house
We asked:
Are you
confident
you’ll be
able to...
57% 85%
72% 82%
84% 87%
57% 64%
93%92%
73% 75%87%84%
85%84%
77%83%
74%79%
85%89% 75% 83%
Gen Z BoomersGen XMillennials
89% OF #GENZ ARE CONFIDENT THEY’LL BE ABLE TO OWN A
HOUSE SOMEDAY—MORE THAN ANY OTHER GENERATION
Tweet this stat!
They don’t
mind banks
We asked:
How much do
you trust
financial
services
companies
and financal
institutions?
53% 62%
28% 22%
12% 10%
24%22%
24%13%
47%60%
7% 6%5%5%
Not very
trusting
Very
trusting
Somewhat
trusting
Not at all
trusting
Gen Z BoomersGen XMillennials
60% OF #GENZ ARE ‘SOMEWHAT TRUSTING’ OF FINANCIAL
INSTITUTIONS; 13% ARE ‘VERY TRUSTING’
Tweet this stat!
They look to
their #squad
for health
info
We asked:
When it comes
to health and
nutrition,
where do
you get your
information?
Websites,
blogs
News on TV
(online or
offline)
Google
searches
Doctor, Nurse,
Pharmacist
Family and
friends
44% 30%32% 17%
31% 29%25% 37%
58% 50%50% 33%
46%44% 51% 71%
47% 37%66% 32%
Gen Z BoomersGen XMillennials
66% OF #GENZ TURN TO FAMILY AND FRIENDS FOR NUTRITION
AND HEALTH INFO
Tweet this stat!
They don’t
want to buy it
unless it looks
good...and it’s
useful
We asked:
How import-
ant is it that
products are...
Aligned
with my
beliefs
High
quality
Fashionable
designs
Classic
designs
Functional
Good
looking
66% 68%
93% 99%94%91%
71%70%
90% 97%93%90%
51% 35%65%67%
64% 63%66%62%
90% 82%90%93%
Gen Z BoomersGen XMillennials
93% OF #GENZ LOOK FOR PRODUCTS THAT LOOK GOOD;
91% LOOK FOR FUNCTIONAL GOODS
Tweet this stat!
They’re not
down for
Airbnb
41%34% 23% 30%
83%
24%
79%
7%
86%
12%
68%
-%
52% 37%52% 45%
33% 38%28% 39%
31% 21%27% 16%
Motels
Camping
Hotels
Vacation
rental
With family &
friends
Airbnb
We asked:
Where do you
prefer to stay?
Gen Z BoomersGen XMillennials
Gen Z BoomersGen XMillennials
86% OF #GENZ PREFER TO STAY IN HOTELS; ONLY 12%
PREFER AIRBNB
Tweet this stat!
They don’t
really care
about work-
life balance
We asked:
When it
comes to your
ideal job,
what matters
to you most?
26%32% 20% 30%
54%
25%
52%
37%
65%
19%
49%
38%
47% 36%38% 39%
37% 35%27% 29%
17% 18%23% 12%
Salary
Work–life
balance
Having
impact
Medical
benefits
Making a
difference
Job security
Gen Z BoomersGen XMillennials
WHILE WORK-LIFE BALANCE MATTERS TO 47% OF
#MILLENNIALS, ONLY 38% OF #GENZ CARE ABOUT IT
Tweet this stat!
They’re not
‘Millennials
on steroids’
1980–1995 1995–present
Net Generation,
Me Generation
iGen, Millennials on
Steroids, Snapchat
Generation
Lena Dunham,
Kanye,
Michael Phelps
Katniss Everdeen,
Pewdie Pie,
Katie Ledecky
That they’re entitled and
need constant feedback
and coddling
That they learned to swipe
(a screen) before they
learned to speak
Millennials Generation Zvs.
Appeared
Nicknames
Role models
Stereotype
they’re
sick of hearing
TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS,
GO TO WWW.VISIONCRITICAL.COM/RESOURCES
Not really—37%
purchased something over
mobile in the last
six months
Yes—53% purchased
something over mobile
in the last six months
Yes—63%
prefer
organic
products
Somewhat—only 47%
prefer organic products
Somewhat—
54% prioritize
salary
Definitely—
65% prioritize
salary
Moving up the ladder,
bringing in the vote,
waiting for Boomers to
leave them a $30-trillion
collective inheritance
Ready to conquer the
world—provided there’s
high-speed connectivity
Millennials Generation Zvs.
A threat to
retailers?
A threat to
CPG?
On the money
train
Prospects
Millennials Generation Zvs.
TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS,
GO TO WWW.VISIONCRITICAL.COM/RESOURCES
DOWNLOAD E-BOOK
Though they’re following
in the footsteps of
Millennials before them,
Generation Z is a distinct
and unique cohort with
its own set of values,
concerns and behaviors.

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Everything Marketers Need to Know About Generation Z

  • 1. Everything Marketers Need to Know About Generation Z New data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more By Vision Critical With research by Maru/VCR&C Learn the differences between Millennials and Generation Z (Turn to page 31)
  • 2. Generation Z, the cohort born after 1995, is sneaking up fast on the consumer marketplace. While they’re still mostly kids and teens, Generation Z’s eldest members are now 21 years of age and already stepping into the spotlight.
  • 3. In the U.S. alone, there are roughly 65 million Gen Zers
  • 4. Their direct global purchasing power currently stands at —a number that will quadruple by 2018 $44 billion
  • 5. But as Generation Z enters its prime, many companies have yet to prepare for this cohort’s arrival.
  • 6. The impact of Millennials on every industry is why Vision Critical, in partnership with the insights consultancy MARU/VCR&C, embarked on a project to speak directly to Generation Z. The resulting report, The Everything Guide to Generation Z, is comprehensive and full of surprises. It will help marketers engage Generation Z now and in the future.
  • 7. Here’s a look at the report’s top findings. DOWNLOAD THE FULL REPORT FOR DETAILS
  • 9. 88% OF #GENZ ARE OPTIMISTIC ABOUT THEIR FUTURE We asked: Are you optimistic about the following? My own personal future The future of my children The U.S economy The world economy The environment 58%52% 60% 54% 86% 74%88% 78% 64% 54%66% 58% 55% 46%50% 43% 54% 36%46% 32% Gen Z BoomersGen XMillennials Tweet this stat!
  • 11. Job automation Internet of things Wearable technology Self-driving cars Artificial intelligence 21%20% 9% 4% 30% 18%36% 5% 28% 12%31% 7% 28% 10%19% 8% 25% 10%19% 8% We asked: Are you very excited about the following? Gen Z BoomersGen XMillennials 36% OF #GENZ ARE EXCITED ABOUT THE INTERNET OF THINGS Tweet this stat!
  • 12. They don’t remember a world before Netflix or Spotify
  • 13. We asked: What do you subscribe to? Pandora Netflix Spotify Cable TV Amazon Prime Satellite TV 55%44% 35% 14% 68% 35% 38% 17% 71% 26% 24% 2% 62% 58%58% 49% 49% 35%37% 25% 36% 20%27% 32% Gen Z BoomersGen XMillennials 71% OF #GENZ ARE SUBSCRIBED TO NETFLIX; 26% ARE SUBSCRIBED TO SPOTIFY Tweet this stat!
  • 15. We asked: What do you think of ads? 42% 35% 77% 65%80%77% 61% 66%77%67% 53%42% 68% 69%75%69% Appreciate when ads are done well Actively tune out ads Seek out ads before buying something Ads are disruptive Gen Z BoomersGen XMillennials 69% OF #GENZ THINK ADS ARE DISRUPTIVE Tweet this stat!
  • 17. Price and promotions Nutritional content Ingredient listing Dietary restrictions Fair trade, organic, sustainable Where manufactured We asked: What information do you look for from food labels? 89%73% 87% 82% 80%67% 79% 79% 78%60% 77% 79% 54%39% 55%39% 38% 34% 51% 42% 48%37% 50% 53% Gen Z BoomersGen XMillennials 67% OF #GENZ CONSIDER THE NUTRITIONAL CONTENT OF THEIR FOOD Tweet this stat!
  • 19. Cover monthly expenses Save money for a rainy day Pay off loans Retire one day Buy whatever I want (within reason) Own a house We asked: Are you confident you’ll be able to... 57% 85% 72% 82% 84% 87% 57% 64% 93%92% 73% 75%87%84% 85%84% 77%83% 74%79% 85%89% 75% 83% Gen Z BoomersGen XMillennials 89% OF #GENZ ARE CONFIDENT THEY’LL BE ABLE TO OWN A HOUSE SOMEDAY—MORE THAN ANY OTHER GENERATION Tweet this stat!
  • 21. We asked: How much do you trust financial services companies and financal institutions? 53% 62% 28% 22% 12% 10% 24%22% 24%13% 47%60% 7% 6%5%5% Not very trusting Very trusting Somewhat trusting Not at all trusting Gen Z BoomersGen XMillennials 60% OF #GENZ ARE ‘SOMEWHAT TRUSTING’ OF FINANCIAL INSTITUTIONS; 13% ARE ‘VERY TRUSTING’ Tweet this stat!
  • 22. They look to their #squad for health info
  • 23. We asked: When it comes to health and nutrition, where do you get your information? Websites, blogs News on TV (online or offline) Google searches Doctor, Nurse, Pharmacist Family and friends 44% 30%32% 17% 31% 29%25% 37% 58% 50%50% 33% 46%44% 51% 71% 47% 37%66% 32% Gen Z BoomersGen XMillennials 66% OF #GENZ TURN TO FAMILY AND FRIENDS FOR NUTRITION AND HEALTH INFO Tweet this stat!
  • 24. They don’t want to buy it unless it looks good...and it’s useful
  • 25. We asked: How import- ant is it that products are... Aligned with my beliefs High quality Fashionable designs Classic designs Functional Good looking 66% 68% 93% 99%94%91% 71%70% 90% 97%93%90% 51% 35%65%67% 64% 63%66%62% 90% 82%90%93% Gen Z BoomersGen XMillennials 93% OF #GENZ LOOK FOR PRODUCTS THAT LOOK GOOD; 91% LOOK FOR FUNCTIONAL GOODS Tweet this stat!
  • 27. 41%34% 23% 30% 83% 24% 79% 7% 86% 12% 68% -% 52% 37%52% 45% 33% 38%28% 39% 31% 21%27% 16% Motels Camping Hotels Vacation rental With family & friends Airbnb We asked: Where do you prefer to stay? Gen Z BoomersGen XMillennials Gen Z BoomersGen XMillennials 86% OF #GENZ PREFER TO STAY IN HOTELS; ONLY 12% PREFER AIRBNB Tweet this stat!
  • 28. They don’t really care about work- life balance
  • 29. We asked: When it comes to your ideal job, what matters to you most? 26%32% 20% 30% 54% 25% 52% 37% 65% 19% 49% 38% 47% 36%38% 39% 37% 35%27% 29% 17% 18%23% 12% Salary Work–life balance Having impact Medical benefits Making a difference Job security Gen Z BoomersGen XMillennials WHILE WORK-LIFE BALANCE MATTERS TO 47% OF #MILLENNIALS, ONLY 38% OF #GENZ CARE ABOUT IT Tweet this stat!
  • 31. 1980–1995 1995–present Net Generation, Me Generation iGen, Millennials on Steroids, Snapchat Generation Lena Dunham, Kanye, Michael Phelps Katniss Everdeen, Pewdie Pie, Katie Ledecky That they’re entitled and need constant feedback and coddling That they learned to swipe (a screen) before they learned to speak Millennials Generation Zvs. Appeared Nicknames Role models Stereotype they’re sick of hearing TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS, GO TO WWW.VISIONCRITICAL.COM/RESOURCES
  • 32. Not really—37% purchased something over mobile in the last six months Yes—53% purchased something over mobile in the last six months Yes—63% prefer organic products Somewhat—only 47% prefer organic products Somewhat— 54% prioritize salary Definitely— 65% prioritize salary Moving up the ladder, bringing in the vote, waiting for Boomers to leave them a $30-trillion collective inheritance Ready to conquer the world—provided there’s high-speed connectivity Millennials Generation Zvs. A threat to retailers? A threat to CPG? On the money train Prospects Millennials Generation Zvs. TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS, GO TO WWW.VISIONCRITICAL.COM/RESOURCES
  • 33. DOWNLOAD E-BOOK Though they’re following in the footsteps of Millennials before them, Generation Z is a distinct and unique cohort with its own set of values, concerns and behaviors.