Everything Marketers Need to Know About Generation Z
33
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)
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Transcript of Everything Marketers Need to Know About Generation Z
Everything Marketers Need to Know About Generation ZNew data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more
By Vision CriticalWith 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 millionGen 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 ofthings
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
excitedabout 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
AmazonPrime
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
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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
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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
Somewhattrusting
Not at alltrusting
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
Goodlooking
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
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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
Vacationrental
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
80 million 65 million
$600 billion
$44 billion (that’s the total from an average allowance of $16.90 a week)
14.8hours
13.2hours
12 seconds 8 seconds
Choice overload Phone separation anxiety
Yes—86% agree
Yes—88% agree
Kinda—28% are in favor
Not really—only 18% are in favor
Google searches
Advice from family and friends
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
47% say it’s important
Only 38% say it’s important
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.
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
organicproducts
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
80 million 65 million
$600 billion
$44 billion (that’s the total from an average allowance of $16.90 a week)
14.8hours
13.2hours
12 seconds 8 seconds
Choice overload Phone separation anxiety
Yes—86% agree
Yes—88% agree
Kinda—28% are in favor
Not really—only 18% are in favor
Google searches
Advice from family and friends
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
47% say it’s important
Only 38% say it’s important
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.
