Who is the Future Consumer?

WHO IS GEN Z?

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. Brands should neither ignore Gen Z, nor should they treat them just like millennials. Gen Z has grown up in a post-9/11 world, has seen their parents struggle through the Great Recession and for these reasons, their world has been more uncertain and fraught with peril than it was for millennials coming of age. Since the size of this generation is growing rapidly, as is their spending power and influence, brands are wise to understand them now.

WHY SHOULD MARKETERS CARE?

Because millennials and Gen Z are adjacent generations, it’s quite easy to make assumptions that these generations behave in similar ways. The data that is emerging about Gen Z says otherwise. Brands naturally want to resonate with this generation. Logic and past experience teaches marketers that they must reach Gen Z on its terms and the ground of its choosing.  Understanding how the growing influence of this segment is shaping the culture is imperative to connecting with it and becoming a brand that stands for things 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. It is also the fastest growing generational segment and on track to becoming the largest cohort of consumers by the year 2020, nearing the end of this generational birth year range. The brands that gain mindshare now with this generation stand to reap the rewards in the not-so-distant future. Understanding Gen Z brings other advantages to businesses: youth are often early adopters of trends that are widely embraced by broader groups of consumers, particularly in the areas of technology, food and fashion. For this reason, members of Gen Z are cultural trend bellwethers. As Gen Z enters adulthood their influence will grow, making them even more powerful advocates for the brands they prefer.

Joel Walker

Partners in Activation, with Joel Walker of BlueChip Marketing

Today, we're talking with Joel Walker, Group Creative Director at BlueChip Marketing, as our miniseries on the Future of Brand Activation rolls on. Joel and his team have worked with brands ranging from challengers fighting for market share, to category leaders looking to evolve with the times, helping to infuse their marketing with the innovation necessary to drive growth.

> See all episodes

Clock's Ticking: Should Marketers Jump on TikTok's Hype Before it's Too Late?

TikTok is the newest of hot video apps in the tradition of Vine and Snapchat before it. Should brands already be on TikTok, utilizing it before it becomes saturated like Facebook and Instagram?

> See all issues

Michael Bassik

CES 2019: Tech and Trends Marketers Need to Know

Whether or not you made it to the world's largest consumer technology show — CES — this webinar will take you to the heart of the showroom floor to explore the latest technological advances and what they mean for those who lead brands. 

> See all episodes

Who is the Future Consumer?

WHO IS GEN Z?

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. Brands should neither ignore Gen Z, nor should they treat them just like millennials. Gen Z has grown up in a post-9/11 world, has seen their parents struggle through the Great Recession and for these reasons, their world has been more uncertain and fraught with peril than it was for millennials coming of age. Since the size of this generation is growing rapidly, as is their spending power and influence, brands are wise to understand them now.

WHY SHOULD MARKETERS CARE?

Because millennials and Gen Z are adjacent generations, it’s quite easy to make assumptions that these generations behave in similar ways. The data that is emerging about Gen Z says otherwise. Brands naturally want to resonate with this generation. Logic and past experience teaches marketers that they must reach Gen Z on its terms and the ground of its choosing.  Understanding how the growing influence of this segment is shaping the culture is imperative to connecting with it and becoming a brand that stands for things 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. It is also the fastest growing generational segment and on track to becoming the largest cohort of consumers by the year 2020, nearing the end of this generational birth year range. The brands that gain mindshare now with this generation stand to reap the rewards in the not-so-distant future. Understanding Gen Z brings other advantages to businesses: youth are often early adopters of trends that are widely embraced by broader groups of consumers, particularly in the areas of technology, food and fashion. For this reason, members of Gen Z are cultural trend bellwethers. As Gen Z enters adulthood their influence will grow, making them even more powerful advocates for the brands they prefer.

Expert Insight

“Gen Z considers providing good value for a fair price a socially responsible behavior that delivers greater good. Beyond that, studies have shown that Gen Z is interested in racial, gender and income equality, as well as environmental issues. Standing up for these values is becoming a differentiator for brands.”

Josh Perlstein

CEO

Response Media

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. 

Gen Z: The Total Social Generation

ANA/Engagement Labs. February 2019

Generation Z is widely recognized as the next "consumer powerhouse," as they are expected to account for 40 percent of all consumers by 2020. In this report, Engagement Labs reveal the first comprehensive analysis based on listening to the actual conversations of Generation Z.

Turning Gen Z into Your Lifelong Shoppers

ANA. August 2018

Connor Blakely, a gen Z marketing consultant, summed up the cultural trends in youth culture that have changed marketing and explained how marketers can better reach this demographic. Through the use of branding, social media, and influencers, companies can stay culturally relevant to younger generations.

Marketing, Multiculturalism, and African-American Teen Culture

ANA. May 2018

As marketers devote deserved attention to reaching minority consumers, many are seeking best practices for the undertaking. By way of assistance, Coca-Cola shared some of the principles that guide its own efforts at reaching diverse demographics, with a special focus on African-American teens.

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.

Download the full report today!

Expert Insight

Josh Perlstein

CEO

Response Media

“Gen Z considers providing good value for a fair price a socially responsible behavior that delivers greater good. Beyond that, studies have shown that Gen Z is interested in racial, gender and income equality, as well as environmental issues. Standing up for these values is becoming a differentiator for brands.”

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. 

Gen Z: The Total Social Generation

ANA/Engagement Labs. February 2019

Generation Z is widely recognized as the next "consumer powerhouse," as they are expected to account for 40 percent of all consumers by 2020. In this report, Engagement Labs reveal the first comprehensive analysis based on listening to the actual conversations of Generation Z.

Turning Gen Z into Your Lifelong Shoppers

ANA. August 2018

Connor Blakely, a gen Z marketing consultant, summed up the cultural trends in youth culture that have changed marketing and explained how marketers can better reach this demographic. Through the use of branding, social media, and influencers, companies can stay culturally relevant to younger generations.

Marketing, Multiculturalism, and African-American Teen Culture

ANA. May 2018

As marketers devote deserved attention to reaching minority consumers, many are seeking best practices for the undertaking. By way of assistance, Coca-Cola shared some of the principles that guide its own efforts at reaching diverse demographics, with a special focus on African-American teens.

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.

 

Copyright © 2019 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

marketingfutures.ana.net