Tag Gen Z

Redefining Norms: How Gen Z Champions Innovation

Norms

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.

How does Gen Z spend? Carefully.

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Gen Z has learned that they have to be careful with their money. And they are. According to McKinsey research, they are “willing to spend on experiences that enrich their daily lives” but they are not interested in going into debt to do it. Here are some of the reasons behind this generational phenomenon.

  • Gen Z has grown up in a time of financial upheaval. They lived through downs, ups and then downs again of the economy—they came of age through the Great Recession, followed by a decade of a bull market, and most recently lived through the global COVID-19 pandemic, accompanied by unprecedented levels of inflation. 
  • As digital natives, Gen Z is better informed about the current challenges to our economy than previous generations were at their age. Although some of their news sources can be somewhat suspect, they are aware of the drama occurring outside their teen bubble—student debt, bankruptcy, strikes, the war in Ukraine, the cost-of-living crisis, potential government shutdowns, etc.
  • They had the advantage and experience of being a generation that has grown up with access to many touchpoints—online research, social media, and online reviews—all of which they scrutinize before they spend their own money (Note: I’ve specifically highlighted the money they consider “theirs,” as I’ve observed that funds provided by parents tend to be spent with “less restraint” … based on my personal experience with my three teens!).
  • Their tastes seems to be reflective of their viewpoint. As we’ve discussed in our articles on Gen Z, thrift stores, which sell used merchandise at a fraction of the cost, are quite popular. Which came first the fashion choice or the fiscal responsibility?  We would suggest their frugality came first pushing this fashion trend to the forefront.

So, some quick thoughts on what this means to marketers. Given this fiscally sensitive generation, below are six considerations that brands should focus on:

  • Highlighting the value, affordability and, most importantly, quality/durability/longevity of their products or services
  • Being as adaptable as Gen Z is when it comes to the changing economic trends by offering flexible, adaptable, customizable services and products and solutions that can evolve with changing circumstances
  • Offering user-friendly, secure and ‘mobile-first’ digital payment solutions
  • Maintaining a strong online presence and actively managing their online reputation. This includes having an up-to-date and user- and mobile-friendly website, engaging on social media platforms and sustaining a two-way conversation—listening and responding to them and their reviews, good or bad!
  • Partnering authentically with influencers and highlighting user reviews both of which can lead to positive ‘word-of-mouse’ recommendations and increased credibility
  • Offer clearly communicated transparent pricing structures without hidden fees and charges. Discounts, even if short term, if they are genuine work too!

Gen Z likes to spend, but as Yoda would say “Spend carefully, they do.”

For Gen Z, the digital universe is a double-edged sword: Case Study: Mental Health.

Mental health

We at GTR Consulting often say that technology is the cause of and solution to many of Gen Z’s problems.  This plays out frequently in Gen Z’s lives, but in this article, we are going to return to the topic of Gen Z’s mental health. For Gen Z, their online presence can both act as a salve  and a trigger for many of their Mental Health issues.

We recently posted and article talking about Gen Z and their take on Mental Health (archived here: https://gtrconsulting.com/genz-and-mental-health). In this article, we talked about how teens have, to quote myself: “developed a heightened level of aptitude and openness when it comes to addressing [and sharing] their mental health challenges and concerns.”  They do this online and in person with their peers, family members and even educators. So, Gen Z’s significant connection to their online social sphere, which was magnified during the COVID-19 lockdown, serves as a salve by providing them with an online outlet and the chance to engage in discussions about and reflect on their mental well-being with friends and other online relationships.

Notably however, a new study out last week by Gallup and the Walton Family Foundation (https://www.gallup.com/analytics/506663/american-youth-research.aspx), suggests that “Gen Z struggles with mental and emotional wellbeing more than the previous generation (Millennials) at the same age.”  It discusses that Gen Z reports “having experienced negative emotions — such as stress, anxiety and loneliness — a lot of the prior day” at a much higher rate (7 percentage points higher) than previous generations.

We attribute some of the responsibility for their mental health difficulties directly to the complexities of the online environment. One significant example revolves around the fact that social media and digital platforms act as a window to the seemingly abundant successes of others. It is all too easy to look online and see how peers, influencers, streamers, and the like appear to be living better lives, look better, have more money, have more social success with friends and relationships, etc.  All of this can lead Gen Z to feelings of inadequacy, low self-esteem, loneliness, a desperate desire for validation and can give viewers a distinct sense of FOMO (fear of missing out).

So, what can we as marketers do to acknowledge this issue? Here are four tips:

  1. Authenticity and Transparency: We’ve said time and time again in virtually all of our articles that Gen Z values authenticity especially in their online interactions. Marketers should be transparent about their brand values and practices, avoiding deceptive or overly polished portrayals that can contribute to feelings of inadequacy.
  2. Understanding the Duality: Marketers need to recognize the dual role of online presence in Gen Z’s mental health. Some aspects of social media and online interactions can exacerbate mental health challenges, while others may provide support and solace. Understanding this duality is essential for crafting effective marketing strategies.
  3. Positive Messaging: Brands can play a positive role by promoting mental health awareness, self-care, and positive self-image. Campaigns that encourage self-acceptance, authenticity, and well-being can resonate well with Gen Z.
  4. Engagement and Interaction: Marketers should engage with Gen Z in meaningful and empathetic ways. A two-way street of communication is essential, maintaining a conversation with Gen Z rather than a one-sided lecture. Responding to their concerns and feedback demonstrates that the brand cares about their audience’s well-being.

Why aren’t teens getting their driver’s licenses?

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It’s crazy. Like many of you out there, when I was a teen, it was everything to get my driver’s license. It meant freedom, independence and represented a pivotal milestone in my life.  The second I could take driving lessons, the written test and the behind the wheel test, I did. After that, any time my mother ran out of milk or needed something at the store, I jumped at the chance to get in my car and drive. 

Gen Z does not have the same perspective. Driving is not a priority for them.

In fact, in 2019, The Wall Street Journal reported that whereas nearly half of 16-year-olds were driving in the 1980s only a quarter were by 2017. Recent data suggest this has remained the same in the subsequent years.  What is the story here?

There are several factors that contribute to this behavior but we are going to focus on three: their virtual social experiences, alternative modes of transport, and, let’s be honest, parental involvement. Let’s discuss.

  1. Virtual Social Experiences: Gen Z has access to various online platforms, games, entertainment, streaming services, and social media, all of which allow them to interact with friends virtually. This digital connectivity has become an integral part of their social lives. Why drive across town when they can hang out with their friends in a virtual lobby before they play Call of Duty together online. As a result, some teens may prioritize virtual hangouts over physical ones, reducing their perceived need for and motivation to get a driver’s license to meet friends in person. 
  2. Alternative Modes of Transportation:  Ride-sharing services like Uber and Lyft as well as the availability of owned or rented electric bikes and scooters have made it incredibly convenient and cost effective for people of all ages, including Gen Z, to get around without owning a car or having a driver’s license.  These options are certainly more cost-effective than maintaining a vehicle, paying for parking, gas and the other money absorbing drawbacks of owning a car.
  3. Parental Involvement: In previous articles, we’ve talked about how different Gen X parents are compared to Boomer parents. Gen Z has grown up in a more parent-involved environment. Many parents nowadays are heavily engaged in every aspect of their teens lives, and are therefore more willing to drive them to their destinations. I often hear, from Gen X parents, for example: “when I was a kid, my parents didn’t come to my sports events.”  Now parents spend weekends with kids driving them to travel team sports in different cities around the state.  Given that parents may be willing to provide transportation for their teenagers–chauffeuring them to school, extracurricular activities, and social event—it further diminishes the urgency of obtaining a license.

So, what does this mean to marketers? Lots. Let’s keep with the three theme and talk about three:

  1. Shift in Consumer Behavior: Marketers need to recognize that Gen Z’s preferences and behaviors differ from previous generations, especially when it comes to transportation. Traditional marketing strategies that heavily rely on car ownership may need to be reevaluated to resonate with this audience.
  2. Shift Toward Experiences: Gen Z values experiences over material possessions and often seeks a sense of community and belonging. Marketers should craft campaigns that highlight the experiential aspects of their products or services.
  3. Local and Convenient Gen Z has a more limited travel radius, so they are more likely to engage with local businesses and activities and have a greater value for convenience. Marketers should emphasize how their products or services make life easier for Gen Z within their restricted travel range. Highlighting features like local options, online ordering, home delivery, and mobile apps can be persuasive.

Just some things to think about for the non-driving teens!

10 Things You Should Know about Respect in the Gen Z World

RESGZT
RESGZT

We are very excited to have been published in Greenbook!

We hope that you will find our article entitled “10 Things You Should Know about Respect in the Gen Z World” interesting. It focuses on the cultural shift in how Gen Z interprets respect compared to their parents generation (Gen X). In this article we explain why this gap exists and what it means to marketers.

See post here!

https://www.greenbook.org/mr/market-research-methodology/10-things-you-should-know-about-respect-in-the-gen-z-world/

Gen Z is appropriating Gen X Culture

Old School Image
Old School Image

In an era defined by rapid technological advancements and ever-evolving cultural shifts, it’s both surprising and notable that we are witnessing the undeniable revival of Gen X and Boomer culture by Gen Z.

Gen Z has always been at the forefront. They have grown up in a world where they have instant access to new technology and have adapted it to their needs, adopted it into their repertoire, and advanced, ready for the next paradigm shifting tech to hit the market.  We have reached a time, however, where they are looking backward to look forward. They have found a way to blend nostalgia with innovation. They are moving forward with trends that represent a cultural fusion where the essence of old school is infused with the modern ideals of interconnectedness, authenticity and sustainability.

Let’s take a quick look at four examples:

  • Music: They are listening to 70s/80s/90s music spurred on by Tik Tok and movies like Guardians of the Galaxy. This convergence of past and present has transformed these tracks into modern anthems, bridging generational gaps through shared musical enjoyment. (I have often found my teens and their friends listening to Earth Wind and Fire, Queen, The Jackson 5, and Blue Suede and as I hum along, they look at me amazed “You know this song??”)
  • Thrifting: They are thrifting, shopping at second-hand stores and vintage boutiques. Thrifting offers an inexpensive way to embrace individuality and creativity, allowing Gen Z to curate their own unique style from a vast array of pre-loved garments. Vintage clothing holds a certain charm and history that resonates with the narrative-driven nature of Gen Z. Each piece tells a story, giving wearers a chance to connect with the past while creating their own personal narrative.  Additionally, the appeal of thrifting lies not only in its affordability but also in its sustainability. The fashion industry’s impact on the environment has prompted this generation to seek alternatives that align with their values.  
    • Notably, platforms like Depop, Threadup and Poshmark have transformed thrifting into a virtual experience, enabling Gen Z to not only shop sustainably but also connect with others who share similar tastes. The online thrift community fosters a sense of camaraderie as members exchange fashion tips, showcase their latest finds, and celebrate the beauty of repurposed fashion.
  • Film Photography: They are taking photos with film cameras. In an era dominated by high-resolution smartphone cameras and instant filters, Gen Z is embracing the art of film photography. The tangible, imperfect, and often unpredictable nature of film appeals to their desire for authenticity. Vintage cameras, such as Polaroids and film SLRs, have gained popularity as Gen Z seeks to capture moments with a touch of nostalgia. (As a Gen X amateur photographer since high school who reveled in the possibility and ease of digital photography, I was shocked when my son began snapping low quality Polaroids left and right)
  • Retro Gaming: Classic video games from the 80s and 90s have enjoyed a renaissance among Gen Z. Titles like Super Mario, The Legend of Zelda, and Pokémon have been revitalized through re-releases, remasters, and emulators. The simplicity and nostalgia of these games offer a contrast to the complex and hyper-realistic games of today.

So, what can marketers do with this information? Well, here are three suggestions:

  1. Nostalgic Branding and Content: Incorporate nostalgic elements into branding and content can create a strong emotional connection with Gen Z. Brands can use retro aesthetics, references, and even remixes of classic songs in their marketing campaigns. By tapping into Gen Z’s affinity for nostalgia, brands can evoke positive emotions and a sense of familiarity, leading to increased engagement and loyalty.
  2. Personalization and Individuality: Nostalgia often goes hand-in-hand with the desire for individuality. Brands can leverage this by offering customizable products or experiences that tie into a retro aesthetic with a modern feel. For example, allowing customers to design their own retro-inspired merchandise can cater to Gen Z’s quest for uniqueness while embracing elements from the past.
  3. Storytelling and Authenticity: Gen Z’s interest in the stories behind vintage items, music, and fashion can be leveraged through authentic storytelling. Brands can share the history of their products, the inspirations behind their designs, or the journey of a particular song. By providing context and narratives, brands can forge deeper connections with Gen Z consumers.

Marketers must pay attention: The convergence of these trends exemplifies Gen Z’s unique ability to appreciate the past while navigating the present. This provides a glimpse into a future where time-honored traditions intertwine seamlessly with contemporary values.

3 ways marketers can adapt to Gen Z’s new take on their Mental Health

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In the post-lockdown era, a remarkable shift has taken place in how Gen Z approach and discuss their mental health. They have developed a heightened level of aptitude and openness when it comes to addressing their mental health challenges and concerns. This transformative change is driven by a combination of factors, including increased awareness, changing societal norms, and to a large extent, the unique challenges posed by the pandemic.

The lockdowns and restrictions caused by the pandemic played a paradoxical role in this transformation. On one hand, the isolation and uncertainty triggered a surge in mental health issues among teenagers. Recent studies indicate that the mental health of Gen Zs was greatly affected by the COVID-19 pandemic as they faced feelings of isolation, anxiety, and uncertainty. On the other hand, the necessity of remote learning and virtual interactions inadvertently provided teens with more opportunities to reflect on their mental state. As traditional social dynamics were disrupted, young people found themselves with more time to explore their emotions and engage in introspection.

Nowadays, teenagers are becoming increasingly comfortable sharing their struggles and concerns with their peers, family members, and even educators. This newfound openness not only serves to destigmatize mental health challenges but also fosters a sense of community support and understanding. This signifies a profound cultural shift wherein teenagers are no longer expected to push through their difficulties silently. Instead, they are encouraged to acknowledge their emotions, communicate their needs, and take time to recharge when necessary. This empowers teens to advocate for their mental health, seek help, and improve their well-being now and in the future.

What are three ways Marketers can consider this cultural shift when marketing to Gen Z?

1.    Authentic Messaging: Prioritize authenticity and empathy in brand communication. Genuine campaigns resonating with Gen Z’s struggles build strong connections. Provide valuable content and resources rather than exploiting mental health issues. (For more information on the need for this type of authenticity see GTR Consulting’s “vigeo” series on cause marketing which begins here: https://lnkd.in/duYDpQX3).

2.    Inclusive Representation: Recognize diverse backgrounds and experiences; mental health varies. Inclusive campaigns featuring various perspectives make Gen Z feel seen, understood, and valued.

3.    Social Media Engagement: Include supportive content in social media content, encouraging conversations and practical tips. This strengthens brand image while aiding Gen Z’s mental well-being.

So, by helping teens have their Mental Health Break, you can help your brand succeed with Gen Z.

Grit. Does Gen Z have it?

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Gen Z has been raised in a society filled with disposability and endless options. If their phone doesn’t work, is lost or broken, they can get a new one; the next version is around the corner anyway. If the movie is too long, they can fill in the time with a quick Tik Tok video, a Snap chat or a mobile videogame.  If a conversation is too boring or not coming easily enough, the phone is an easy go to. If “you’re not feeling it” cancel plans at the last minute But it doesn’t stop there, if a relationship is too much, another opportunity is just a swipe away. If a job is too taxing … leave, there is another option out there. Too long, too hard, too much, it has become very easy to just opt out.  Working extra hard to achieve, get, do, purchase or consume something isn’t all that appealing for Gen Z.

We as Gen X and Boomers, shake our heads. They’ve got no grit. They are too soft. They opt out too easily.

But maybe Gen Z has it all figured out.

Maybe they just know how to balance it all.

Critics might say that Gen Z’s penchant for seeking quick fixes undermines their ability to work hard and commit to long-term goals. However, it’s crucial to recognize that they are operating within the parameters of the environment they were raised in. Their behaviors may not necessarily be a sign of lacking grit but rather a reflection of their adaptation to a digitally driven, fast-paced world.  Gen Z’s ability to navigate various options and quickly pivot is a form of adaptability and resilience. They are agile in dealing with change and exploring opportunities, which may prove to be a valuable skill in a fast-paced, ever-changing world.

It’s essential for Marketers, Parents and really anyone over 40 to understand that each generation adapts to its unique set of circumstances and challenges. Rather than dismissing Gen Z’s approach as lacking, we need to embrace the potential benefits it offers.

I will leave you with three examples of Gen Z’s approach that maybe we 40+ers need to learn to embrace:

  • Career Exploration: Gen Z is open to exploring various career options and industries. They are not bound by traditional career paths and are willing to take on diverse roles, pivot between fields, or pursue unconventional career trajectories. This adaptability allows them to remain flexible in a job market that is constantly evolving.
  • Cultural Awareness and Sensitivity: Gen Z is adept at understanding and respecting cultural nuances. They pivot their communication styles and marketing approaches to effectively reach diverse audiences, showcasing their adaptability in a globalized world.
  • Work Life Balance: They value work-life balance and can prioritize their well-being and mental health at a moment’s notice, emphasizing the importance of downtime and personal growth alongside their professional endeavors.

Gen Z’s Activism vs. Old-School Norms: Walking the Tightrope of Change!

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Gen Z has emerged as a prominent arbiter of political correctness, wielding their influence on various social and cultural fronts. With an acute awareness of social justice issues and a passion for inclusivity, this generation has been unapologetic in boldly educating adults, parents, and teachers about appropriate language and behavior. While Gen Z’s activism has sparked vital conversations about pronoun usage, cultural appropriations, and sensitive topics that were once overlooked or dismissed, it has also sparked some exasperation from some adults. Let’s be honest, as an adult, it can be challenging to be “educated” by minors on what is considered appropriate language or cultural appropriation. Importantly, while their intentions are commendable and must be considered, their approach is not always fair (or accurate).

Two personal examples:

  • A few years ago, my 14-year-old daughter shared a story with me about her outrage at a 60-something-year-old veteran school administrator for calling her friend, a recently transitioned non-binary person, by their “dead name” (the name their parents gave them which they have now changed). This incident prompted an extensive discussion between us about the evolving understanding of pronouns and the need for patience as adults adapt to this relatively new approach.
  • My daughter and I also had a in depth discussion about some words that are now considered offensive. We were discussing their use in older books and plays. Her POV was that these words should never even be uttered even when reading dialogue or directly quoting writers and was upset when I did so. I argued, however that reading these phrases, though offensive today, reflects the historical context in which they were written and should not be mistaken as a reflection of my personal word choices. It is, however, a fine line.

This dynamic is reflective of the current state of our society, where the pendulum of social norms is still in motion. For marketers, understanding and respecting Gen Z’s values, however, are crucial. Here are three considerations we’d recommend when marketing to this generation:

  1. Embrace Authenticity and Inclusivity: Gen Z values honesty and genuine efforts from brands. Marketing campaigns that demonstrate a sincere commitment to inclusivity and social justice issues are more likely to resonate with this generation.
  2. Educate and Empower: Gen Z appreciates educational content that addresses important social topics. Marketers can engage with this audience by providing valuable information and resources that empower them to make a positive impact.
  3. Foster Dialogue and Understanding: Rather than dismissing Gen Z’s activism, marketers should foster open dialogue and seek to understand their perspectives. Engaging in respectful conversations can lead to a deeper connection and appreciation for each other’s viewpoints.

Gen Z’s role as a leading advocate for political correctness and social awareness presents valuable marketing opportunities for brands that embrace authenticity, educate and empower their audience, and foster meaningful dialogue with this influential generation. But, remember, be careful what you say!

Fear of Awkwardness and the 5 ways to empower Gen Z through Marketing

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Gen Z has developed a significant fear of awkwardness and embarrassment, which has been intensified by the reduction of in-person social interaction of the Covid era.
 
Growing up in a highly connected and digital world, they face constant scrutiny and comparison through social media, leading to a fear of awkward moments that might result in public humiliation. The rise of cancel culture adds to their risk aversion, making them prioritize self-preservation and avoid potentially embarrassing situations. Moreover, the prevalence of digital communication reduces face-to-face interactions, making Gen Z feel less prepared to handle real-life social situations. The comfort of screens allows them to present a polished version of themselves online, contributing to a reluctance to engage in spontaneous in-person interactions, further magnifying their fear of awkwardness.
 
This fear of awkwardness and embarrassment among Gen Z has several marketing implications. Here are the top 5 that businesses and marketers should consider:
 
1. Authenticity Drives Connection: Gen Z values genuineness and honesty. To resonate with this generation, marketers should craft authentic brand stories and avoid over-curated content.
2. Digital Channels are Vital: With reduced in-person interactions, digital marketing becomes crucial for reaching Gen Z. Social media, online ads, influencers, and interactive content are key engagement tools.
3. Empathy for Relatability: Understanding Gen Z’s anxieties enables marketers to tailor messages that create a sense of comfort and acceptance.
4. Safe Spaces Build Trust: Brands that foster supportive online communities or create judgment-free spaces can form stronger connections with Gen Z.
5. Humor and Relatability Connect: Humorous marketing campaigns can help ease Gen Z’s apprehensions and enhance engagement. However, maintaining a sense of relatability is essential for success.
 
It’s so awkward out there. So remember to address Gen Z’s fear of awkwardness and embarrassment head on through authentic, empathetic, and digitally savvy marketing strategies