In our previous article written for Greenbook, we talked about how Gen Z’s has a unique perspective on respect of their elders. We also have talked about their trailblazing views on and advocacy for mental health and inclusive language. Well, these are the tip of the iceberg. Gen Z has a distinct worldview and, we would argue, are more inclined than previous generations to embrace innovation, challenge conventional wisdom and pioneer new paths to address contemporary issues and challenges.
Below are five examples of how they are redefining norms.
- Tech mavens: We all know that Gen Z are digital natives. They have grown up with tech and know how to use it. They also are the first to adopt, adapt and advance to new technologies and platforms. They are often the early adopters of emerging tech trends, using them to develop innovative solutions to contemporary problems.
- Online learners: Gen Z were the quickest to adapt to online learning during the pandemic. They experienced alternatives to the in-school traditional education system and embraced the possibilities that it offers. They are comfortable and open to accessing education and skills outside the traditional setting—utilizing everything from online courses to ‘how to’ videos on Tik Tok and YouTube.
- Flexibility Facility: Gen Z expects customization, embraces change and expects flexibility. As an important illustration, they have spent an important part of their career working remotely, and like it. As a result, they have grown accustomed and come to expect flexible job arrangements. Employers beware, the future of work has been fundamentally changed.
- Tech for Good: Gen Z is using technology to address social and environmental issues. For example, as we wrote, Gen Z have a sincere their lack of interest in getting a driver’s license. They have adopted instead sustainable options altering the urban transportation systems by embracing ride-sharing and electric scooter apps, thereby reducing their carbon footprint.
- Channel Disruptors: Gen Z has embraced alternative approaches. They create and share products, services, art, and content online challenging traditional industries and distribution models. For instance, unlike Gen X, Gen Z has unlimited options to find their entertainment from streaming services, to social media, to a plethora of apps and games.
Marketers can respond effectively to Gen Z’s tech-savvy and adaptable nature by embracing innovation and flexibility in their strategies. This entails:
- Giving priority to digital marketing channels and harnessing emerging technologies.
- Recognizing Gen Z’s strong preference for online, personalized, and flexible experiences.
- Ensuring that offerings align with Gen Z’s craving for customization and their desire to use technology for solving problems
By staying agile and staying attuned to Gen Z’s evolving preferences, marketers can not only engage this generation effectively but also stay ahead in the ever-changing digital landscape.