Gen Z'ers consumer characteristics tend to reflect their pragmatic approach to money and education. Other key influences are their affinity for technology, their belief in social causes, and a strong individualistic streak.
Generation Z comprises people born between 1996 and 2010. This generation's identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. " " (5 pages) Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after.
Gen Z students are true digital natives
This translates to education as well. Gen Z students want immediate feedback on assignments just as they do on social media. They also crave autonomy in their education. Students want to make decisions about what they learn and how they demonstrate their knowledge.
A Millennial is anyone born between 1980 and 1995. In the U.S., there are roughly 80 million Millennials. A member of Gen Z is anyone born between 1996 and the early-mid 2000s (end date can vary depending on source). In the U.S., there are approximately 90 million members of Gen Z, or “Gen Zers.”
Strauss and Howe ascribe seven basic traits to the millennial cohort: special, sheltered, confident, team-oriented, conventional, pressured, and achieving.
When we first started delving into the buying habits of Gen Z and Millennials, we found Gen Z to be pragmatic, focused on saving money, and wanting brands to constantly innovate. Millennials, on the other hand, were idealistic, willing to pay more for experiences, and committed to their favorite brands.
And it looks like Gen Z is indeed shaping up to be a homebody generation as well: Looking at their favorite activities by age, 13-18-year-olds are the most likely to say they “go out with friends” for fun in an average night, but playing video or mobile tops their list, followed by watching TV or movies.
Millennials are older than Gen Zs and are usually described as born between 1980 and 1995. Those who fall under Generation Z were born between 1996 and 2010.
The Greatest Generation commonly refers to those Americans who were born in the 1900s through the 1920s. The Greatest Generation members all lived through the Great Depression and many of them fought in World War II.
The Generation Z age range is largely defined as those born between 1996 and 2012. Given that those born towards the start of this generation are now in their twenties, many are now entering into the workplace. But the COVID-19 pandemic had a monumental impact on the start of Gen Zers' careers.
Gen Z expects brands to be drivers of social change and look for fair labor practices, inclusivity and sustainability.
Gen Z is often motivated by a sense of purpose and may be drawn to jobs and companies that align with their personal values and beliefs. As a manager, you can help motivate your Gen Z employees by ensuring that their work is meaningful and has a positive impact on others.
Members of the Gen Z years were born between 1997 and 2012. So as of 2023, the Gen Z age range is anywhere from 11 to 26. They are commonly referred to as the first fully “digitally native” generation. They grew up with social media and smartphones—they're used to living in a digital-first world.
As digital natives, Gen Zers love TikTok. Among other social media platforms, like Instagram, Facebook, and Twitter, TikTok stands out. Not only is the app Gen Z-dominated, with 43% of global users aged 18-24, but young consumers also prefer TikTok to such an extent that it's begun to rival Google as a search engine.
According to a recent survey of 1,300 managers, three out of four agree that Gen Z is harder to work with than other generations — so much so that 65% of employers said they have to fire them more often.
Some reports indicate that the competitive nature of Gen-Z means they are more interested in working independently. After all, they were raised by highly independent Gen-Xers, so today's youths are used to doing things on their own. However, other reports call Generation Z more collaborative than Millennials.
Gen Z want to learn at work, and in particular, via face to face training. They are keen to be mentored in the workplace and learn from their older colleagues. They are also attracted to employers who offer training reimbursement.