Generation Z encompasses ages 13 to 19, with a psychographic overlap with young Millennials ages 20 to 24. As digital natives with more familiarity with virtual worlds than previous generations, Generation Z is redefining the "new normal."

1. T H E T O P 1 0 T H I N G S T O
K N O W A B O U T G E N Z

2. GENERATION Z is rising in financial, cultural, and social power in the
United States and more and more people and companies are starting
to pay attention. Currently, Gen Z represents 23 Million Americans with
a combined buying power of $43 billion and an additional influence
on $600 Billion of family spending. By 2020, 40% of all consumers will
be Gen Z. So what do you need to know in order to understand and
effectively target this rising group?
TOP 10 THINGS TO KNOW ABOUT GEN Z 1

3. of all consumers will be GEN Z by 2020. They
represent 23 million Americans with a combined
buying power of $43 billion – but an additional
influence on $600 billion of family spending.
This demographic encompasses ages 13 to 24,
overlapping with young Millennials ages
20-24.
40%
TOP 10 THINGS TO KNOW ABOUT GEN Z
THEY HAVE A LOUD & IMPORTANT VOICE
AND ARE GROWING UP FAST
FIRST SET OF DIGITAL NATIVES
This demographic was born into a world where virtual life
dominated real life. You can find them on Twitter, IG, Snapchat,
SoundCloud, Spotify, Wattpad, Music.ly, Triller, Tumblr and We
Heart it.

4. CREATIVE AND AMBITIOUS TO BOOT
of current high-schoolers want to own THEIR
OWN BUSINESSES. And 89% of them spend free
time on creative or productive activities instead of
just “hanging out.”
72%
of GEN Z display symptoms of emotional distress
when separated from personal electronic devices.
73% of them are actively connected within an hour
of waking up (and 25% are connected within 5
minutes).
79%
JUST AS HOOKED TO THEIR DEVICES AS
EVERYONE ELSE
TOP 10 THINGS TO KNOW ABOUT GEN Z

5. MORE CAUTIOUS THAN MILLENNIALS
of GEN Z would rather save money instead of
spending it right away. Seeing the pitfalls that
their older siblings have fallen into, Gen Z tends
to be a bit more cautious. 28% of them would be
motivated by money to work harder and stay with
an employer, compared to 42% of Millennials.
57%
AND MAYBE A BIT MORE FOCUSED THAN
MILLENNIALS TOO
of Millennials like to multitask. 54% of GEN Z
like to multitask. Millennials get all the credit for
multitasking but perhaps Millennials are just more
distracted than Gen Z.
66%
TOP 10 THINGS TO KNOW ABOUT GEN Z

6. Think about this – GEN Z has grown up seeing Millennials lose
their jobs, move back in with their parents and not be able to own
a home or car on their own. Gen Z has a different plan – they are
more about building a plan for success.
MORE REALISTIC AND PRACTICAL THAN THE
IDEALISTIC MILLENNIALS
POWERED BY POWER WOMEN
GEN Z and young Millennials are growing up in a world where
Target has de-gendered toys, Beyoncé Runs the World, Hillary
Clinton is running to be the first female president, Malala won a
Nobel Peace Prize, and Equal Pay matters.
TOP 10 THINGS TO KNOW ABOUT GEN Z

7. TOP 10 THINGS TO KNOW ABOUT GEN Z
VIDEO RULES THEIR WORLD
This generation now turns to how-to YouTube videos instead of
reading how-to Wikis. Simply put, videos are simpler than articles,
more engaging than tweets, and more in-depth than infographics.
In fact, 93% of GEN Z visits YouTube at least once a week and 33%
watch lessons online. (20% read textbooks online and 32% work
with classmates online.)
AND YES THEY’RE YOUNG AND FULL OF
CONTRADICTIONS
They will do whatever it takes to stage a perfect selfie or Snapchat,
and yet demand authenticity from brands. They want the most
exclusive products, but want them to be broadly available. Don’t
forget they’re still a young and impressionable audience.

8. Q U E S T I O N S ?
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