Gen Zs (often referred to as Zoomers) are perplexing and, in many cases, behave very contrary to established business and marketing norms. To help understand this generation, I've compiled some insights regarding this truly first digital demographic.
Gen Z Snapshot
Born: 1995-2010 / Age: 14 to 29 / Size: 68.8 million, about 20% of the U.S. population
Median Income: $38,300 for those 20-29 years old
Cities with most Gen Zs: Minneapolis, Atlanta, Boston, Columbus, Raleigh, Tucson, Austin
By 2030, they will comprise about 30% of the workforce; therefore, understanding the motives that shape their behaviors is important. They are the most diverse of the generations - 48% are non-white compared to 18% of boomers who share that designation. They wield about $360 billion in buying/spending power so they cannot be ignored.
Pew Research confirmed that Zs preferred social platforms are TikTok and Snapchat spending about 24 to 48 hours per month on TikTok alone. Pew's research also showed Zs interact with brands via their phones and visually oriented websites. Most important, a whopping, 80% believe that brands are disingenuous and say and advertise things they don't sincerely stand behind - placing enormous value on authenticity.
About one-third of Zs are actively involved is some form of activism compared to 24% of Millennials. However, only 27% donate money to any cause. Their areas of concern: inflation/cost of living, health-care access/cost, housing affordability, climate-change, and income inequality - in that order.
So, there you have it. Zoomers are the first digital generation and the first really diverse group ethnically. They exhibit self-awareness, uniqueness and have a strong sense of fairness.
By: Jim Lavorato
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