GENERATION Z:
Unique & Powerful
mni.com
2 GENERATION Z: Unique & Powerful
Who are the members of Generation Z?
What are their values?
How are they different from other generations?
And what will they be like when they take over?
EXECUTIVE SUMMARY
This generation is not Millennials 2.0. Rather, they are a force that makes
sophisticated choices about identity, purpose, and values. They’ve spent their
lives surrounded by digital content and they know how to filter anything that
lacks the right tone, language, and relevancy.
In short, Gen Z is unique and powerful in ways that we’re just beginning to see.
They navigate the digital world with power and ease, creating their own rules
of engagement rather than looking to adults for guidance.
They see through
anything that’s not authentic and hold the power to change society through
digital platforms.
To gain insight into this generation, MNI Targeted Media Inc. commissioned a
study of Gen Z behavior,
surveying students at major universities about their
media consumption. We found that 90% rely on media to stay in touch with
what’s going on in the world, 72% say that cost is the most important factor
when making a purchase, and that over 50% feel that knowing a brand is
socially conscious influences purchase decisions.
For brands that are willing and able to speak to Gen Z—and listen to them—
the rewards will be profound.
The key, of course, is to know their language.
This paper will highlight the valuable information and rules that will guide
marketers in capturing this audience.
WHO IS GEN Z?
They’re born between
60% have a savings account,
72.8 million of them,
89%
change agents. $44 Billion in
They are
discretionary
making up a quarter of
the U.S. population.
consider themselves
price-conscious shoppers.
What’s important to them?
more than any other generation at this age.
They influence nearly
• Open-mindedness
• Social impact
• Inclusion
• Authenticity
• Value
There are
98%
buy in a store
some or most
of the time
Source: National Retail Federation.
1995 and 2012.
4 GENERATION Z: Unique & Powerful
For Generation Z, this is reality. They
can’t envision a world without the internet,
smartphones, and Wi-Fi, because they
never had to.
They grew up with Google as
a verb and YouTube as a replacement for
TV.
As they moved through adolescence
and formed their personal
identities, they’ve done so with the
presence of Instagram, Facebook,
Snapchat, Twitter, SMS, and more.
To them, the digital world has a language
all its own.
If a message connects with
them, they will follow it.
But if that
message loses consistency or relevance
or offends, they will abandon it as fast
as they can unfollow a Twitter account
and use their influence to get followers
to do the same.
As consumers, they are skilled at
assessing what they need as opposed to
what they want,
and they make purchases
based on meticulous research, relying on
their peers and online community for
guidance.
Their formative years were
dominated by the Great Recession, in
which they saw their Generation X parents’
net worth fall by over 40%.
As a result,
Gen Z “knows how to live in survival mode,”
David Stillman, Gen Z expert and founder
of GenZGuru.com, told us in an exclusive
interview.
Imagine if you’d never known life without a smartphone,
or tried to remember a fact without Siri or Google
giving you the answer.
As workers, they are willing to work
hard and they want the best education—
providing it equips them with useful
skills for the workplace.
In their social views, they are highly
open-minded, and they value equality
and inclusivity on issues of race, gender
identity, and sexuality.
They want change
on controversial topics like gun control,
and they are not shy about making their
voices heard.
As individuals, they want to be unique,
particularly when presenting themselves
online.
Yet they are deeply connected to
their parents, friends, and online
communities,
and they care about how
they’re perceived.
In other words, they
want to stand out while still fitting in.
They may seem full of contradictions, but
to them it’s just life.
------->>>
This is Gen Z.
“They saw their parents’
net worth fall
by over 40%. Gen
knows how to live
in survival mode.”
THE 7 KEY TRAITS OF GEN Z
FACEBOOK
to get general social updates
TWITTER
to get the latest news
INSTAGRAM
to showcase their aspirational
selves
SNAPCHAT
to share real-life moments
------->>>
Stay ahead of the curve with these
snapshots of Gen Z traits.
1. THEY ARE SOCIAL MEDIA FLUENT
Gen Z-ers are digital natives, meaning they
live and breathe social media in a way that
no other generation does.
Its importance in
their lives is huge, as an influence and as a
tool: some Gen Z-ers check their social media
accounts up to 100 times per day,
and 52%
of Gen Z-ers have given out their social
media handle instead of a phone number
(Source: Mintel) .
------->>>
The way they use social is also key. Gen Z-ers
are not tweeting about what they had for
lunch.
Instead, they use social media to
cultivate identities and tell stories,
often
aimed at specific audiences.
------->>>
They know
how to drive a narrative to the right people
and create engagement.
They’re natural
marketers.
Social is where they make key decisions—
including decisions about what to buy.
And
the people they look to are social media
influencers.
“Social media influencers really
do have the power to convince Gen Z to make
purchases,”
says Jonah Stillman, a Gen Z-er,
author and speaker who cofounded GenZGuru.
com with his father.
------->>>
“We are connecting with
these influencers on a much deeper level
------->>>
than
traditional ads.”
HOW GEN Z USES SOCIAL MEDIA
------->>>
“Social media influencers
really do have the power
to convince Gen Z to
make purchases.”
- Jonah Stillman, Gen Z-er and
Co-Founder of GenZGuru.com.
------->>>
6 GENERATION Z: Unique & Powerful
2. THEY ARE PICKY,
BUT SUBJECT TO FOMO
You may have heard about Gen Z’s shrinking
attention spans, but the truth is that this
generation has developed highly evolved
filters to process information faster
than prior generations.
------->>>
They are used to
sites and apps vying for their attention,
so they’ve gotten skilled at making quick
choices about what to pay attention to and
consume.
Once they choose where to put
their attention, they can be laser-focused,
committed, and hard-working.
------->>>
“This generation is always ‘on’ and they
expect everything to be available in
seconds,”
------->>>
says Vicki Brakl, VP Marketing at
MNI Targeted Media Inc.
------->>>
“They are used to
on-demand information 24/7.”
They’re also subject to impulse buying—
------->>>------->>>
if
there’s a fear of missing out (FOMO).
------->>>------->>>
“Exclusivity mixed with FOMO is a huge
marketing technique for us,”
------->>>
Jonah Stillman
says.
------->>>
“Simple messages like ‘Limited Time
Only’
------->>>
or ‘Few Left in Stock’
work because
------->>>
we don’t want to feel like we missed out.
------->>>
We can be paralyzed by FOMO and buy
because of it.”
------->>>------->>>------->>>
3. THEY EXPECT CONVERSATION
------->>>
Gen Z consumers aren’t looking to be
marketed to,
------->>>
and they don’t respond to
generic messaging that doesn’t come
across as authentic
------->>>
(more on that next).
They want a two-way conversation in which
brands demonstrate that they can speak
the Gen Z language, understand his or
her needs,
------->>>
and align with his or her values
and worldview.
------->>>
Brands that want to engage Gen Z
successfully should target them with
personalized messages.
------->>>------->>>------->>>
The brands that do
this best understand and address Gen Z-ers’
evolving behaviors and preferences,
------->>>
including the devices and platforms they
prefer, and then cultivate long-term relationships.
------->>>
According to the MNI survey, some of
the brands doing it right include Apple, Nike,
Amazon, and Target.
4. THEY CARE ABOUT SOCIAL IMPACT
This generation is proactive about making
the world a better place, and their brand
loyalties and buying choices reflect this value
system.
According to the MNI survey, more
than half of Gen Z-ers say that a brand showing
dedication to social impact,
by giving
proceeds to charity,
being environmentally
conscious,
having strong values,
or projecting
an impact-driven image,
is an important
factor when they make purchases.
------->>>------->>>
So when a brand takes a strong stance,
Gen Z-ers will come out strong on social media to
praise them,
like Mattel supporting same-sex
marriage or Dick’s Sporting Goods halting
sales of assault rifles.
------->>>
“Nearly half (47%) of
Gen Z-ers use their
phones while in-store to
price check and contact family
and friends for advice.”
------->>>------->>>
- National Retail Federation and IBM’s
Institute for Business Value.
“This generation understands that their
voices are amplified by the social and
digital media they use,
and they use them
to their advantage.
------->>>------->>>------->>>
Marketers and
politicians who consistently provide
value and relevancy in their messaging,
------->>>
and their corporate actions, will earn
their respect, dollar and vote,” says MNI’s
Vicki Brakl.
------->>>
5. THEY SEE IDENTITY AS FLUID
------->>>------->>>------->>>------->>>
While earlier generations had clear life
milestones that defined their identities,
like
marriage or buying a first home,
------->>>------->>>------->>>
Gen Z-ers
see themselves as more fluid—they still have
a strong sense of self,
but they also know
they can have more than one.
In fact, it’s not
unusual for Gen Z-ers to have one persona on
Snapchat to share with friends,
and another
on Instagram for their parents to view,
and
then easily move from one to the other.
It all
depends on who they are reaching out to and
when,
------->>>------->>>------->>>------->>>
but it’s always their authentic selves.
6. THEY ARE OPEN-MINDED
------->>>------->>>------->>>------->>>
According to research from Boston
Consulting Group, values that were strong
for Baby Boomers—responsibility,
determination, work ethic,
dependability, financial security, intelligence,
and independence—
------->>>------->>>------->>>------->>>
are all mirrored in Gen Z.
The majority of Gen Z-ers want a family
and a primary relationship.
------->>>------->>>------->>>------->>>
When it comes
to crafting that family, their views are more
open than older generations.
------->>>------->>>------->>>------->>>
Gen Z considers
gender identity, sexuality, and family
structure to be choices
------->>>------->>>------->>>------->>>
and they see no
reason to follow traditional models.
------->>>------->>>------->>>------->>>
7. THEY RECOGNIZE
THE BENEFITS OF PRINT
------->>>------->>>------->>>------->>>
Gen Z may not distinguish between online
and offline channels like other generations,
but they do know there’s a difference
between reading on-screen versus a printed
page, and they pay attention longer when
reading print.
------->>>------->>>------->>>------->>>
A recent survey found that
92% of college students would rather do their
coursework in print than on tablets, and a
Student Monitor survey found that 87% of
student textbooks (purchase or rental) are
for printed books. The same rules apply for
media consumption: the MNI study found
that Gen Z-ers spend more time reading
physical newspapers and magazines without
interruption than they do on social media,
websites, and blogs.
------->>>------->>>------->>>------->>>
“This generation
understands that their voices are
amplified by the social and digital
media they use, and they use
them to their advantage.”
- MNI’s Vicki Brakl
Gen Z-ers spend more time
reading newspapers and
magazines without interruption
than they do on social media,
websites, and blogs.
------->>>------->>>------->>>------->>>
8 GENERATION Z: Unique & Powerful
The 5 Laws of Marketing
to Gen
Engaging Gen Z isn’t a matter of
doing what’s already been done.
The playing field is different and
the game has new rules.
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To reach this audience, smart marketers
will hone their message carefully, be
strategic about where and how they
communicate,
and know the ins and
outs of the channels available.
------->>>------->>>------->>>------->>>
Follow these 5 rules to stay ahead
of the curve.
1. Keep Your Content Platform-Specific
Social is your lifeline in reaching Gen Z, so
having the right strategy is a must.
------->>>------->>>------->>>------->>>
Knowing
where to put your efforts will give you the
most bang for each marketing buck spent.
These consumers navigate easily between
Twitter, Facebook, Instagram, and Snapchat.
------->>>------->>>------->>>------->>>
They instinctively know which one to use to tell
a particular story, and they expect brands to do
the same.
------->>>------->>>------->>>------->>>
It’s critical that marketers know the
rules of engagement for each platform, and cater
content to fit each.
------->>>------->>>------->>>------->>>
“The big mistake is to take the same message
and blow it across all social channels,” says
David Stillman.
------->>>------->>>------->>>------->>>
“Gen Z wants to see that you
understand them and how they use social
media, and can speak to them in the language
of each platform.”
------->>>------->>>------->>>------->>>
2. Be Authentic
Gen Z rewards brands for taking a strong stance
on social issues —provided it’s a stance that
aligns with their views and values.
------->>>------->>>------->>>------->>>
Consider
MTV’s well-received campaign in favor of the
National School Walkout, which incorporated
a clear message plus a multimedia, usergenerated
content angle that highlighted the
work of specific protestors.
------->>>------->>>------->>>------->>>
mni.com
Things move fast in the Gen Z world. To
ensure you have the right message on the
right medium at the right time, why not go
to the source?
------->>>------->>>------->>>------->>>
“If you’re targeting a Gen Z
audience, you need a mobile-first and
social-first mentality, and you have to stay
in touch with the rapid changes in the
environment,” Former Global Brand
President of Bobbi Brown Cosmetics and
Bumble and Bumble Haircare at the Estée
Lauder Companies, told us in an exclusive
interview.
------->>>------->>>------->>>------->>>
“To do this, the best option is to
have Gen Z employees helping craft your
tone and messaging.”
This tactic means not only hiring Gen Z-ers,
but integrating them into your teams and
giving them a voice, despite their junior
roles.
------->>>------->>>------->>>------->>>
It’s a shakeup in the traditional
corporate structure, but it’s a necessity
if you want to ensure your messaging stays
current and on-trend.
------->>>------->>>------->>>------->>>
“To get the most from Gen Z staffers, you
have to have a less structured, less
level-conscious working environment, where
ideas are able to generate from junior to
senior and senior to junior,” says Lichtenthal.
------->>>------->>>------->>>------->>>
“I even set up a system where each senior
executive had an iMentor, a Gen Z staffer, to
show him or her how to use Snapchat and
Instagram.
------->>>------->>>------->>>------->>>
Having success is about learning
and relying on a new younger set of people in
the workforce to make the right decisions.
The traditional marketing model and chain
of command has had to change.”
Three guidelines to ensure that your
brand’s communications are authentic:
1
Have a clear point-of-view that
does not change based on the
circumstances or platform.
2
Have a voice
that is unique
and authentic.
3
Show a willingness to take a stand
on issues that are complex and
even potentially controversial.
“To get the most
from Gen Z staffers, you have
to have a less structured, less levelconscious
working environment, where
ideas are able to generate from junior
to senior and senior to junior.”
------->>>------->>>------->>>------->>>
- Peter Lichtenthal, Former Global Brand
President of Bobbi Brown Cosmetics and
Bumble and Bumble Haircare at the
Estée Lauder Companies
------->>>------->>>------->>>------->>>
10 GENERATION Z: Unique & Powerful
3. Let Them Create Your Content
Gen Z-ers like to see their peers using a
product, and they like to post content on their
own channels and see that it gets noticed.
------->>>------->>>------->>>------->>>
Celebrity endorsements hold less sway than
the recommendations of their favorite
Instagram influencer, or even their friends
at school. Same goes for experts—the claim
that “8 out of 10 experts recommend” a
product means very little to this generation.
------->>>------->>>------->>>------->>>
4. Don’t Forget Price
This generation is frugal and choosy, and
they have access to information about every
product in the marketplace. According to
the MNI study, 72% of Gen Z consumers say
that cost is the most important factor when
making a purchase.
------->>>------->>>------->>>------->>>
They know how to use
the internet to price compare, and no amount
of marketing can make them buy unless
the price is right. Granted, they also want
the best quality, so effective marketing will
weave both into messaging.
------->>>------->>>------->>>------->>>
Rule of thumb:
If you give Gen Z consumers opportunities
to create user-generated content around
your product or brand, they will. And when
they do, it will pay dividends by driving engagement
and creating brand identity.
------->>>------->>>------->>>------->>>
The
less control you maintain over this content
the better—allowing Gen Z to post as they
see fit creates a more authentic picture of
your brand (see Rule
2
).
------->>>------->>>------->>>------->>>
5. Bring Digital Into The Real World
Digital and physical aren’t separate to Gen
Z—they work together.
They’ve seen brands
that started in e-commerce then moved
to brick and mortar, like Warby Parker and
Birchbox.
And while 60% of Gen Z shoppers
prefer to go into a store over shopping online,
75% of them also check a store’s app while
they’re shopping there (Source: GenZGuru.
com).
Crafting your marketing to capture this
audience and adding new features like AR to
your app can go a long way.
Gen Z is challenging brands to adopt new ways of
thinking about branding and marketing.
Marketing to Gen Z requires a shift in mindset, and
marketers can either wring their hands or stay on top
of the trends. With the right mindset and tools,
capturing this generation’s attention, loyalty, and
dollars is possible.
Brands must be willing to listen to Gen Z voices,
understand their preferences, and speak to them
using the language and platforms they prefer.
Authenticity, opportunities for conversation and
user-generated content, and capturing the right tone
are all musts. Understanding the technology and how
each platform is used is crucial—but be sure to
keep in mind that while digital is a huge part of your
relationship with Gen Z consumers, real-life
interactions and integration of tech with brickand-mortar
are also smart plays.
------->>>------->>>------->>>------->>>
Above all, Gen Z holds brands to a high
standard. Pick your message, make it strong and
broadcast it across platforms. If it resonates with
Gen Z, they’ll let you know—and if they see value in
what you’re offering, they’ll reward you.
Conclusion
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MNI Targeted Media Inc.
From research and strategy to implementation and analysis, MNI Targeted
Media Inc., delivers the print and digital products and services needed to
efficiently and effectively reach audiences, across the country or across the street.
Methodology
In October 2017, MNI Targeted Media Inc. commissioned a Media Usage & Attitudes Study to learn
more about the informational habits, interests, and activities of Generation Z.
The study was conducted online. To complete the study, MNI worked with the University of Mississipi and Purdue
University to send an invite to students.
The invite contained an offer to be entered into a drawing for a $100 Visa
gift card and linked to the survey site designed, maintained, and hosted by Harvey Research, Inc.
57,780 potential
respondents received or were exposed to the invitation and 2,571 completed responses were received.
The statistical information based on all respondents may be accepted as accurate
within a tolerance of +/- 1.9
percentage points at the 95% level of confidence.
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