It wasn’t that long ago that Millennials began to fill the workforce as one of the most digitally native and diverse generations to date. We have grown accustomed to their desire of transformative experience-based lifestyles and collaborative nature. With one finger on the post-to-social button and a cognizance of spending and political influence, Generation Y has provided a substantial foundation for change. As attention begins to shift towards a younger generation infusing themselves into the beginning stages of their career, Gen Z has driven an entirely new wave of acceptance and interest. Social media, YouTube, and a product-centric enthusiasm has deemed this generation as a force of consumption. It’s a group that has overtaken the population with a diverse, open-minded approach, which has warranted an entirely new form of communication for retailers, brands, and influencers.
A DNA of DIY
Working to execute an idea and business plan for this generation is practically instinctual. With “41% percent plan[ning] to become entrepreneurs,” (Entrepreneur, 2019) a heavy emphasis on DIY is built into this generation’s DNA. The oldest members of this particular generation are 23 years old, which is the age many will begin to graduate college and attain the first jobs of their career. The U.S. Census Bureau has indicated that “in the next two years, 20% of the U.S. workforce will be comprised of this generation, containing approximately 61 million people.” As the status quo for what’s needed to obtain a job in today’s market continues to get more competitive, the Founder generation has found solace in creating their own path through network-based “relationships” and ” social media.” (Forbes, 2018)
Community Consumption
While we have seen previous generations inherit this tech-integrated lifestyle we have adopted into our daily lives, Gen Z continues to find ways to propel that sense of consumption forward. Born with a remote in their hands, this generation “grew up with full control,” says Shaul Olmert, CEO of Playbuzz. “They choose what content to consume . . . And since they live in this on-demand world, there’s no reason to be loyal to anything.”
There’s a demolished platform of trust; Gen Z has “seen a 45% divorce rate in their own family unit, so even their own family unit has fallen apart.” (Invest Unbound, 2017) This new consumer mindset has propelled brands to rethink the way they present themselves. As Millenials begin to showcase a primary focus on “the environment,” (Stylus, 2017) Founders are becoming the poster child for “human equality.” This type of influence has forced retailers, brands, and media to illustrate more open-minded and transparent campaigns. Industries such as beauty, apparel, and wellness have heard this ask for authenticity and are giving their answer through some surprising platforms.
Speaking their Language
Brands face more distrust from this generation than of any other predecessor, working to speak directly and appropriately to this cohort will ensure a richer and beneficial relationship moving forward. Speaking to this group through apps, websites, and individuals they already trust and use regularly will inherently move brands to the forefront. As Gen Z continues to grow and evolve, it’s imperative that we follow that evolution closely so that we may better understand how to attract them to products, services, and environments.
Interested in learning how one of the most loved brands by Gen Z is turning retail upside down? We’ve got more to share.