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.

The Future of Work, with Russ Perry of Design Pickle

For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.

> See all episodes
Get Up Stand Up: Brand Response to Black Lives Matter

Brands share a unique voice that consumers pay close attention to, and marketers can choose to amplify or mute that voice. Brand responses to the COVID-19 crisis have run the gamut from sensitive to tone-deaf, and consumer perception of those brands can change as a result of their responses. As the United States struggles with racial and policing issues, what can brands do to show they are fully allied to current causes, and not just toeing the line, or worse, throwing fuel on the fire?

> 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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Email: marketingfutures@ana.net

 

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