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Don’t Fall Asleep on Generation Z

September 16, 2016

Untitled-1Businesses have spent countless millions striving to understand millennials – those born in the 1980s and mid-’90s. But while we were focused on that generation, another was quietly sneaking up on us: Generation Z.

Members of Generation Z were born roughly between 1996 and 2011. While they share some of the same passions as millennials, there are stark differences – many of which stem from the fact that they are the world’s first digital natives, having never known a world without the internet.

Members of Generation Z tend to be more concerned with value than with brands, to use cell phones more often than they watch TV, and to prefer online communications, including social media.

Why should we care? Generation Z makes up 25 percent of the U.S. population, a larger share than millennials. While members haven’t fully come into their purchasing power, they already generate an estimated $44 billion in annual spending.

Intrigued, Werth decided to talk to some Generation Zers firsthand. The result was this video, which we hope you’ll find as fascinating as we did.

by Sandra W. Harbrecht, President and CEO, Paul Werth Associates