WHO IS GEN Z?

In past years, marketers put time and effort into learning how to market to Millennials. Now, there’s another generation that demands recognition: Gen Z, or the youngest of the five generations. Brands should neither ignore these newcomers nor treat them the same as Millennials. Gen Z has grown up in a post-9/11 world during which their parents struggled through the Great Recession, and for these reasons their world has been more uncertain than it was for Millennials coming of age. Brands today would be wise to understand this socially-native, rapidly growing generation as its spending power and influence increase.

WHY SHOULD MARKETERS CARE?

Because Millennials and Gen Z are adjacent generations, it’s easy to assume that they behave in similar ways, yet research about Gen Z states otherwise. Marketers have learned that to resonate with Gen Z, reaching them on their own terms and the ground of their choosing is imperative.

 

To connect with Gen Z, brands must understand how their growing influence is shaping culture and how important it is to stand for causes that matter to this generation. Marketers cannot afford to remain ignorant about what these young consumers expect of brands today.

HOW CAN IT HELP YOUR BUSINESS?

Engaging effectively with Gen Z can certainly provide economic advantages. These future consumers already account for $29 to $143 billion in direct spending. As the fastest growing generational segment, and on track to becoming the largest cohort of consumers by the year 2020, Gen Z is nearing the end of its generational birth year range.

 

The brands that gain mindshare and loyalty with this generation today stand to reap the rewards in a not-so-distant future. As Gen Z enters adulthood, their influence will only grow, making them even more powerful advocates of the brands they prefer.

Brand Safety in Influencer Marketing, with Richard Plansky and Benedict Hamilton of Kroll

At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”

> See all episodes
Hands Out of the Jar: Marketers Face a Cookie-Less Google

Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.

> See all issues

WHO IS GEN Z?

In past years, marketers put time and effort into learning how to market to Millennials. Now, there’s another generation that demands recognition: Gen Z, or the youngest of the five generations. Brands should neither ignore these newcomers nor treat them the same as Millennials. Gen Z has grown up in a post-9/11 world during which their parents struggled through the Great Recession, and for these reasons their world has been more uncertain than it was for Millennials coming of age. Brands today would be wise to understand this socially-native, rapidly growing generation as its spending power and influence increase.

WHY SHOULD MARKETERS CARE?

Because Millennials and Gen Z are adjacent generations, it’s easy to assume that they behave in similar ways, yet research about Gen Z states otherwise. Marketers have learned that to resonate with Gen Z, reaching them on their own terms and the ground of their choosing is imperative.

 

To connect with Gen Z, brands must understand how their growing influence is shaping culture and how important it is to stand for causes that matter to this generation. Marketers cannot afford to remain ignorant about what these young consumers expect of brands today.

HOW CAN IT HELP YOUR BUSINESS?

Engaging effectively with Gen Z can certainly provide economic advantages. These future consumers already account for $29 to $143 billion in direct spending. As the fastest growing generational segment, and on track to becoming the largest cohort of consumers by the year 2020, Gen Z is nearing the end of its generational birth year range.

 

The brands that gain mindshare and loyalty with this generation today stand to reap the rewards in a not-so-distant future. As Gen Z enters adulthood, their influence will only grow, making them even more powerful advocates of the brands they prefer.

“In order to resonate with Millennials and Gen Z, resonating in culture is truly more important than ever. For Oreo, it wasn’t enough to deliver on taste… we needed to be connected to the moments that young generations care most about. For us it became more about resonating in culture while delivering that classic taste people knew and loved.”

Danielle Freid

Brand Manager of Oreo Brand Equity

Mondelez International, Inc.

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future consumer? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Marketing to Gen Z: What You Need to Know

ANA. January 2019

FutureCast shared how gen Z is pivoting away from past generations to create a unique identity.

A New Era of Brand Engagement

ANA. September 2019

Cotton Inc. shared insights into how it is using a diversified portfolio to reach millennials and gen Z to change awareness and influence sales.

Five Ways to Engage Gen Z for Life

ANA. April 2019

In this webinar, Mark Beal, author and professor of Public Relations and Marketing at Rutgers University, shared insights directly from the minds and mouths of Gen Z on how to effectively engage them.

Download Now!

Marketers have spent extraordinary time and resources learning how to market to millennials over the past years. It’s now important for brands to understand the youngest of the five generations that are on the minds of marketers today. Gen Z is growing in size and importance, representing the future consumer for brands around the world.

 

ANA Marketing Futures spoke with marketers and experts across industries to better understand what Gen Z is all about, and created a guide to help brands engage consumers in the future.

Danielle Freid

Brand Manager of Oreo Brand Equity

Mondelez International

“In order to resonate with Millennials and Gen Z, resonating in culture is truly more important than ever. For Oreo, it wasn’t enough to deliver on taste… we needed to be connected to the moments that young generations care most about. For us it became more about resonating in culture while delivering that classic taste people knew and loved.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future consumer? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Marketing to Gen Z: What You Need to Know

ANA. January 2019

FutureCast shared how gen Z is pivoting away from past generations to create a unique identity.

A New Era of Brand Engagement

ANA. September 2019

Cotton Inc. shared insights into how it is using a diversified portfolio to reach millennials and gen Z to change awareness and influence sales.

Five Ways to Engage Gen Z for Life

ANA. April 2019

In this webinar, Mark Beal, author and professor of Public Relations and Marketing at Rutgers University, shared insights directly from the minds and mouths of Gen Z on how to effectively engage them.

Download Now!

Marketers have spent extraordinary time and resources learning how to market to millennials over the past years. It’s now important for brands to understand the youngest of the five generations that are on the minds of marketers today. Gen Z is growing in size and importance, representing the future consumer for brands around the world.

 

ANA Marketing Futures spoke with marketers and experts across industries to better understand what Gen Z is all about, and created a guide to help brands engage consumers in the future.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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