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. Marketers can respond effectively to Gen Z’s tech-savvy and adaptable nature […]
Vigeos & Insights
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. So, some quick thoughts on what this means to marketers. Given this fiscally sensitive generation, below are six considerations that brands should focus on: Gen Z likes to spend, but as Yoda would say “Spend carefully, they do.”
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 […]
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 […]
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/
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 […]
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. […]
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 […]
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 […]
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 […]