Because we get it – it’s important to stay on top of trends in a rapidly evolving digital landscape, where Generation Z holds immense influence and purchasing power. So, we built this Insights Hub (and a bunch of other ones), to provide you with comprehensive information and actionable strategies that’ll help you engage, connect, and thrive in the wonderful world of Generation Z.

Who Is Generation Z?

The Definition of Generation Z

Generation Z, often referred to as Gen Z or Zoomers, represents the cohort of individuals born roughly between 1996 and 2012ish. While the exact dates defining this generation may vary, they are commonly considered the successors to Millennials. 

They’re Digital Natives

Generation Z is the first generation to have grown up entirely in the digital era. They have been exposed to technology from an early age, seamlessly adapting to smartphones, social media platforms, and a hyper-connected lifestyle. 

This innate familiarity with digital tools and online platforms has influenced their communication style, information consumption patterns, and overall digital fluency. Much of the communication that you see now from companies, is patterned after the behaviors of Millennials and Gen Z. 

Growing up in a rapidly advancing digital age, Generation Z has been deeply influenced by technology and the internet, shaping their behaviors, preferences, and outlook on the world. They represent the first generation who are truly digital natives. They have grown up surrounded by technology, social media, and instant connectivity. To give you a bit of context, the oldest Zoomers were only in first or second grade when MySpace launched in 2003.

With a unique set of characteristics and preferences, this generation is reshaping industries, challenging traditional marketing practices, and revolutionizing consumer behavior. So, let’s get into ALL THINGS GEN Z.

Generation Z Values

Diversity and Multiculturalism

As the most diverse generation of Americans in history, Generation Z is characterized by its diversity. About 49 percent of Gen Zers identify as an ethnic or racial minority. This generation embraces multiculturalism, with members representing a wide array of ethnic backgrounds, cultures, and identities.

They value inclusivity, diversity, and equality, and expect brands and organizations to reflect these values in their practices. Gen Z’s embrace of diversity extends beyond ethnicity and encompasses gender, sexual orientation, and socioeconomic backgrounds.

Socially Conscious

Generation Z is all about making a difference! Whether it’s fighting climate change, pushing for racial justice, promoting gender equality, or supporting mental health, Gen Zers actively look for ways to have a positive impact on the world. 

The term “slacktivist” gets floated around as means of identifying social media users whose fervent interest in a social cause doesn’t extend beyond the virtual walls of their favorite social media platform. But those who use that term often don’t consider the power of social media to influence the mass and be used as a call to arms for supporters of different causes.

According to Pew Research, Gen Zers and Millennials cast a quarter of the votes in the 2018 midterm elections. No small feat when you consider that 4.5 million votes that were estimated to be cast in 2018 were from a generation of voters who weren’t even old enough to vote in the previous midterm elections.

Hustle

Gen Z is all about that hustle! For this group, hustle matters because success matters. Getting 1 percent better every day – that whole situation? That matters. Gen Z has an incredible entrepreneurial spirit that starts very early on. These guys are go-getters! Compared to other generations, Gen Zers over-index on: 

• Being successful (62 percent of Gen Zers prioritize success vs 49 percent for everyone else)
• Learning new skills (61 percent vs 54 percent)
• Challenging myself (48 percent vs 40 percent)

Gen Z is all about those side hustles, personal branding, and entrepreneurial ventures. They aren’t known for waiting for opportunities to come knocking; they’re out there creating their own paths. So, as they enter the workforce into corporate environments with rules, traditions, and red tape, it’s easy for older professionals to mistake their alacrity as entitlement. 

So, independence and autonomy are major buzzwords for Gen Z. 

Personalization and Authenticity

Generation Z seeks personalized experiences and authentic connections. They value brands and companies that understand their individuality and cater to their specific needs and preferences. Traditional marketing methods often fall short with this generation, as they can quickly identify inauthentic or generic attempts to engage with them.

Hyperconnected and Visual Communication

Communication for Generation Z is mostly visual and usually instant. They are experts at using emojis, memes, and visual content to express themselves. Short attention spans, attributed to the constant flow of information, have made Gen Z highly skilled at filtering through content quickly. They prefer bite-sized, easily digestible information and have a strong affinity for video and visual platforms such as YouTube, TikTok, and Instagram.

What Is the Population of Gen Z? Well… Kinda Depends on Where You Are

Gen Z holds the distinction of being the third-largest generation in the United States after Millennials and Baby Boomers, making up 1 in 5 Americans (or 20.6 percent). In Canada, the numbers are a bit lower, with Gen Z encompassing roughly 18 percent of the Canadian population. However, their representation varies significantly across different countries. For instance:

• In Australia, Generation Z accounts for nearly 20 percent of the country’s population.
• In China, Gen Z constitutes around 16 to 18 percent of the nation’s inhabitants.
• In Japan, Gen Zers make up 13 percent of the nation’s population.
• On the continent of Africa, Gen Zers make up 31 percent of the population.
• And they account for as much as a quarter of the population in Nigeria, a country where more than half the population is under the age of 18.

Gen Z Money Moves: How Gen Z Earns, Saves, and Spends

Let’s talk about Generation Z and their money. In America, there are approximately 7.3 million full-time Gen Z workers who collectively earn a staggering $229 billion in full-time employment wages. Part-time employment contributes around $70 billion per year to their earnings. And since this cohort is still making its way into the workforce, we actually have to talk about allowances. Yeah. Allowances provided to Gen Z individuals amount to an impressive $57 billion per year. These statistics highlight the significant financial impact and economic potential of Gen Z in the workforce. 

If ever there was one generation that had a gift for hustling, it’s Generation Z. They’re not afraid to dive into the gig economy! About half of Gen Zers freelance to earn money (or more money), generating a substantial income of $40 billion per year from side gigs and freelance work.

They understand that in the current landscape, they have options. They don’t have to be tied to a desk to make money. They launch online businesses and create content on platforms like YouTube or TikTok to monetize their skills and passions. They’ve got that entrepreneurial spirit and they know how to leverage technology to their advantage.

They’re Savers

But what about saving? You might be surprised to learn that one of the defining characteristics of Generation Z is that they’re actually pretty money-savvy. Why? Well, think about it – they witnessed economic uncertainty and are determined to build a secure future. Many of them prioritize saving from an early age, whether it’s for education, investments, or simply building up an emergency fund. They’re all about that financial independence and having a safety net.

But They’re Also Spenders

Now, let’s talk Gen Z spending habits. What makes Gen Z want to buy? That’s what all the cool kids wanna know. Well, they’re not your traditional spenders. Gen Z values experiences and purposeful purchases. They’re more likely to spend on travel, events, and unique experiences that create memories. And when it comes to products, they’re all about brands that align with their values. Gen Z is known for their love of sustainable, ethical, and socially responsible companies. They want to feel good about where their money is going.

Does Gen Z Tip? Yes… If You Earn a Tip

This one is a popular question right now, and the answer is simle, but has a backstory.

#1 Tipping for All the Things. First of all, tipping practices are changing. You may have noticed that places that didn’t ask for a tip a year ago, all want you to determine – from transaction to transaction – whether you’re going to tip if you happen to make a point-of-sale purchase using a debit or credit card from a point of sale. So, there are more establishments (not necessarily people) requesting tips that may or may not go to the people actually serving you. #thatpart

#2 Gen Z dines out. Percentage-wise, they are least likely to be employed. Convenience-wise, however, Gen Z is the most likely generation to grab takeout. According to Morning Consult, 51 percent of Gen Zers polled say they have treid a new restarant in the last month, compared to 40 percent of all adults.

#3 Facts. Lean pockets + an affinity for eating out + an increase in random establishments requesting tips means that a generation who values authenticity, transparency, fair wages, and corporate responsibility is not going to be overly inclined to tip their hard-earned money (or their parent’s hard-earned money) without believing the tip’s been earned or that they see a compelling enough reason to do so.

Ready to -hole on all things Gen Z? Check out some of our other articles.

Generation Z’s Game-Changing Impact on Industries, Markets, and Marketing

Today, we’re witnessing a wealth of insights around how Gen Z is transforming corporate culture and reshaping the CSR landscape. But here’s the kicker: a whopping 42 percent of Generation Z is still on their journey to adulthood.

Currently, Gen Zers make up about 12 percent of the US labor force, according to the US Bureau of Labor Statistics. That number’s set to jump to 27 percent in the next two years. Which means…

Not only are they shaping corporate culture and changing the way companies do business, but Gen Zers are doing so largely as culturemakers and consumers, not as employees or company stakeholders.

The Influence of Gen Z on Corporate Culture and CSR Landscape is Just the Beginning

Gen Z has made its mark across various industries, catalyzing significant transformations from fashion and beauty to technology and entertainment. The way Gen Z consumes content on platforms like TikTok has prompted fundamental shifts in how other platforms including giants like Instagram and Facebook present content, moving from connection-based algorithms to interest-based algorithms.

As a result, brands have had to adapt and recognize that simply staying on-brand is no longer enough to raise awareness. They now understand the importance of being interesting and relatable to capture the attention of Gen Zers. This shift has compelled brands to completely revamp their social media marketing strategies. It’s a massive change.

Gen Z and Sustainability: Authentic Action, Not Empty Promises

Gen Z also places great importance on sustainable and ethical practices, pushing industries to take genuine responsibility for their actions and actively support the communities they operate in. Younger consumers prefer to spend their money with brands that align with their values both internally and externally. Nearly 4 in 10 younger Gen Z individuals expect brands to demonstrate social responsibility, while 3 in 10 expect brands to actively contribute to their local communities.

Consequently, brands must embrace social responsibility and community involvement if they want to establish long-term relationships with Gen Z consumers.

Generation Zers tend to lean on their moral compass with a strong inclination to stand up for what’s right. They prioritize critical issues such as healthcare, mental health, education, financial stability, civic engagement, racial equality, inclusion, and environmental conservation.

When it comes to healthcare… Gen Z is looking for convenience, efficiency, and transparency. They readily embrace telemedicine and are comfortable sharing personal information during virtual appointments.

Mental health… holds significant importance for Gen Z. A frequently cited study conducted by the American Psychological Association reports that when surveyed 27 percent of Gen Zers say they would describe their mental health as fair or poor, compared to 15 percent of millennials and 13 percent of Gen Xers. They are more likely than previous generations to be transparent about, and to seek treatment for their mental health struggles.

In higher education… Gen Z prioritizes skill acquisition for their careers, but for many Gen Zers, that no longer means a traditional four-year degree. According to a recent study conducted by ECMC Group, only 51 percent of Gen Z teenagers express interest in pursuing a four-year degree. That’s a huge drop off from the 2020 figures in which 71 percent reported wanting to head to college. Additionally, over a span of two years, there has been a 6.6 percent decrease in total undergraduate enrollment between the fall semesters of 2019 and 2021.

Financial security… They aspire to stable, well-paying jobs and aim to avoid burdensome student loan debt. They are open to non-traditional educational paths and entrepreneurial pursuits. The financial impact of COVID-19 has affected them negatively, but it has also made them more financially cautious.

Government involvement… Gen Z is not content with passive observation; they actively strive for change. They believe in the government’s role in addressing social issues and utilize social media platforms to advocate for causes, displaying high levels of online engagement.

Equality is a core value… Gen Zers champion diversity and work toward ensuring equal opportunities for all. They acknowledge the flaws in the system and support organizations that combat systemic racism.

Environmental concerns… Generation Z members are deeply concerned about climate change and expect brands to take a stand on environmental issues. Deloitte’s 2023 Gen Z and Millennial Survey reveals that 15 percent of Gen Zers believe they can positively influence their organization’s sustainability efforts. They are willing to invest more in sustainable products and show a preference for supporting environmentally conscious brands.

Conclusion

Understanding Generation Z means understanding Gen Z characteristics – that values and beliefs that make Zoomers such a standout group. These insights are key for businesses, marketers, and society as a whole. Gen Z habits, digital fluency, and social media wizardry are reshaping industries and pushing boundaries. By speaking their language, embracing innovation, and reflecting their aspirations, we can build meaningful connections and create a future that thrives with Gen Z’s dynamism.

As Gen Z continues to make waves, their impact will reshape everything—from commerce and technology to the way we connect and thrive together. So let’s tune in to their vibes, celebrate their uniqueness, and join forces to create a world that’s vibrant, inclusive, and bursting with youthful spirit for this extraordinary generation.

The post Meet Generation Z: Characteristics and Values of America’s Most Diverse Generation appeared first on The Shelf Full-Service Influencer Marketing.

How Gen Z Socials

Let’s take a look at the social media habits of Generation Z and the role social media creators play in influencing their buying decisions.

How Much Time Does Gen Z Spend on Social Media?

The average Gen Zer spends about three hours a day on social media, with more than half of them spending 4 or more hours on social media every single day. While they’re not huge proponents of doom-scrolling, or even of using social as their go-to for work, Gen Zers rely on social media for leisure – using it for entertainment and connection.

Using Social Media as the Great Connector

Generation Z’s relationship with social media goes beyond entertainment and just having something to do. Social media platforms are integral to their daily lives, serving as spaces for self-expression, connection, and information sharing.

They know what’s up when it comes to the latest online trends, from viral challenges to the coolest filters. And they’re all about keeping it real with genuine connections that they initiate, foster, and nurture on social often before transferring those relationships to the physical world.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. For them, social posts are more akin to a continual stream of consciousness or their train of thought – a connection point.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. They’re the social media equivalent of their train of thought. Their posts and stories are a window into their lives and passions. They look for authentic and relatable content, valuing transparency and open dialogue.

This generation’s online trends revolve around inclusivity, empowerment, and social activism, as they leverage social media to amplify voices, drive conversations, and champion causes that matter to them.

Gen Z Social Media Platforms: Where They Hang Out and Why

When it comes to their favorite social media platforms, one stands tall above the rest: YouTube. Pew Research reveals that a staggering 95% of Gen Z teens between the ages of 13 – 17 use YouTube, making it the undisputed champion among teenagers. In fact, 19% of teen YouTube users admit to being constantly glued to the platform, which just further cements its significance as a go-to platform for Gen Zers.

Sidebar… YouTube is also a favorite with Gen Xers and Boomers.

But YouTube isn’t the only platform that captures the hearts of Gen Z. According to SproutSocial, 81% of Gen Zers have a fondness for Instagram and YouTube as their preferred social networks of choice. These platforms provide them with an outlet for self-expression, connection with others, and access to a vast array of content.

Instagram, TikTok, and Snapchat are the Hot Spots

When it comes to other popular social media platforms, Instagram steals the spotlight, with 62% of teens claiming to use it regularly. It secures the third position for teens’ most used platform, with Snapchat closely following at 59%. For 15% of teens, Snapchat is their go-to app – they’re basically on it all day long.

Gen Z Is In the Metaverse

Beyond just your run-of-the-mill social media apps, Gen Zers and their older counterparts, Millennials, are the most likely generations to spend time in the metaverse, according to Influencer Marketing Hub. The YouTube Trends Report revealed that socializing with friends and playing games are the most popular activities for Gen Zers when they enter this virtual realm.

So to recap: YouTube reigns supreme, Instagram remains a vibrant hub of self-expression, and the allure of the metaverse beckons. While Gen Z may be skeptical of social media as a trusted news source, they still rely on it daily for updates and connections.

Gen Z Preferred Content Formats

Gen Z has its own unique preferences when it comes to consuming content on social media. That means if you’re looking to engage with this tech-savvy generation, ya gotta know how to reach them on their own terms. So, let’s discover what type of content Gen Z prefers. 

It’s All About Short-Form Video for Generation Z

If there were a single content format that we’d say Gen Z was responsible for popularizing, it would have to be short-form video. Short-form video has taken the digital world by storm, and that whole trend pretty much started with Gen Z on Musical.ly and then TikTok. 

That Time Gen Z Made TikTok the Hot New Thing Everybody Was Doing

TikTok exploded during the pandemic and went from being a short-form video app teens were using to post 15-second dance challenges to being the most downloaded app in history. Seemed like EVERYBODY was on TikTok.

The following year (2021), Instagram launched Reels, a similar short-form video platform very much like TikTok that was [probably] low-key designed to stop the mass exodus from IG to TikTok. Then, like now, TikTok had INSANE reach and engagement while Instagram’s reach and engagement had been dropping drastically for years .

Unlike IGTV which was a separate Instagram app for long-form video content, Reels was an on-platform feature very similar to TikTok that Grammers could use to create, edit and post short-form video. The only major difference was that Instagram’s algorithm worked differently (which we’ll get into in a bit).

Nevertheless, in a very short time, all the major social media platforms were prioritizing short-form video content. Pinterest had Idea Pins; YouTube had Shorts. Even LinkedIn prioritizes short-form video content on mobile.

But that’s how impactful short-form video was and is for both content creators and those of us who are avid video watchers. According to the 2022 YouTube Trends Report, nearly 6 in 10 Gen Zers (59% of them) use short-form video to discover things they later watch in longer versions. These bite-sized videos provide a quick and entertaining way to catch their attention and leave them wanting more.

Gen Z x Podcasts: Audio Is an Important Format for Gen Z, Too

In a world dominated by social media and constant connectivity, Gen Z is always on the hunt for refuge and many take comfort in podcasts. Young listeners are turning to this medium for relaxation, escapism, and staying informed about the latest topics and social issues.

According to the Gen Z Podcast Listener Report  conducted by SXM Media and Edison Research, the number of Gen Z monthly podcast listeners between the ages of 13 and 24 years old (the oldest Gen Zers turn 26 this year, just an FYI) has increased by 57% over the last five years.

Approximately 24 million Gen Zers, or 47% of this demographic, have engaged with podcasts in the past month. Of those who are monthly podcast listeners, 75% listen to a podcast at least once a week.

To put this in perspective, there are about 66 million Gen Zers in the US, give or take. Of the ones who fall between the ages of 13 and 24 years old, 24 million of them listen to podcasts at least once a month, and 18 million of them are weekly podcast listeners.

Let’s break it down further:

• 80%  of 13-17-year-old monthly listeners are also weekly podcast listeners
• 72%  of 18-24-year-old monthly listeners are also weekly podcast listeners

This surge in podcast popularity can be attributed to a couple of different factors, including the trend of celebrities and influencers expanding their audiences and reach by adding podcasts to their content library.

Intimacy + That Personal Touch

Podcasts offer an intimate and personalized experience for Gen Z listeners, unlike other forms of media. Media scholar Henry Jenkins explains that podcasts are designed to be listened to on earbuds, creating a more personal connection between the listener and the content. This intimacy, combined with the focus on the human voice, allows podcasts to serve as a storytelling technique, making listeners feel like they are having a conversation with the hosts. As a result, podcasts provide a unique escape from the overwhelming noise of corporate media dominance.

Are Podcasts a Healthier Alternative to Social Media?

One thing worth noting from the Gen Z Podcast Listener Report is that podcasts offer a welcome contrast to social media in terms of emotional well-being. Over 80% of Gen Z listeners use podcasts for relaxation, escapism, and gaining a better understanding of their own feelings. This is important because a significant number of Gen Zers believe that social media has negatively impacted their emotional well-being. That feeling, unfortunately, is backed by sound science. A report by the McKinsey Health Institute highlights that spending more than two hours a day on social media can have detrimental effects on Gen Z’s mental health.

While the average Gen Zer spends 21 hours a week on social media platforms, of those who listen to podcasts at least weekly, 39% spend five or more hours listening to podcasts per week, and 22% spend 10 or more hours a week listening.

But the tie between social media and podcasts goes a bit further. According to the Gen Z Podcast Listener Report, 44% of podcast listeners 13 to 24 years old discover podcasts on social media, either by seeing something about the podcast in their feeds or through an influencer or someone they follow on social.

That’s not insignificant and just one more reason to focus your efforts on building omnichannel marketing into your influencer marketing strategy.

Do Podcasts Influence Gen Z Spending?

Yep. Podcasts not only provide a respite from social media but also have a tangible impact on Gen Z’s consumer behavior. The Gen Z Podcast Listener Report reveals that four in ten podcast listeners ages 16 and above have made a purchase after hearing a podcast ad, while one in three has asked someone to buy a product for them after hearing it advertised in a podcast. #thatpart

So, if you’re wondering if podcast influencer marketing and podcast marketing are effective methods of reaching Gen Z…  yes.

Visual Elements Matter

Overlays, visual effects, and stylized content should be a top priority. These eye-catching elements have proven to be marketing gold for both influencers and brands alike. They add a touch of creativity and make the content more engaging, attracting the attention of Gen Z and leaving a lasting impression.

And the Quirkier the Better

Both Gen Z and millennials have a particular affinity for quirky, quick, and high-quality content. They enjoy content that stands out from the crowd, captures their imagination, and provides a unique perspective.

So, if you want to connect with Gen Z, don’t be afraid to infuse your content with a dash of quirkiness and ensure it’s easily digestible.

How Gen Z Stays Up on Current Events

This Generation values staying informed, and not just grabbing a bunch of intel, but also being able to leverage it to share or impact outcomes.  So, it makes sense that Gen Z would turn to social media for news. While social media plays a crucial role in the lives of Gen Z, their trust in it as a news source is somewhat shaky .

Interestingly, despite the prominence of online news outlets, 60% of Gen Z still place their trust in newspapers (believe it or not).  And they consider social media the least reliable news source, followed by podcasts and cable news networks.

If they don’t consider it reliable, how is social media still a primary go-to for news? The answer is simple – UGC. While the narratives published by larger media outlets tend to elicit a side eye, a lot of breaking news now comes by way of eyewitness accounts that people post to their social feeds.

A good example of this is ATLSCOOP, an Instagram account that classifies itself as a community ( important, right? Because of who the audience is), not a publisher.

And much of the content that ends up in their feed is user-generated content from IG users who are finding situations and breaking news out in the community, posting pics or videos, and tagging @atlscoop in their posts.

Gen Z Content Themes

When it comes to social media content, Gen Z has their finger on the pulse of what’s trending and what captures their attention. This influential generation embraces a wide range of themes and trends that reflect their diverse interests and desires. Let’s explore the fascinating world of Gen Z’s social media content preferences and discover what makes them tick.

The Big Chill

You would think youth would automatically be about high energy, a fast pace, and quick pivots. But the math on that just ain’t mathin’.  In fact, the opposite is true. Gen Z teens and young adults are more thoughtful and slower to act. They value comfort, peace, and chill mode.

Check this out:

• 83% of Gen Zers have sought solace in soothing content on YouTube, using it as a way to relax and cope with the pressures of life. From ASMR videos to calming nature scenes, they turn to social media to find moments of tranquility amidst the chaos.
• A staggering 90% of them have watched videos that transport them to a different place. Whether it’s virtual travel experiences, immersive storytelling, or vicarious adventures, Gen Z craves content that allows them to explore new worlds without leaving the comfort of their screens. These videos provide an escape from reality and fuel their thirst for discovery and curiosity.
• 69% of Gen Z say they return to creators or content that feels comforting to them.

Horror Content

Perhaps the other extreme is true as well in that 53% of them are drawn to online horror content, showcasing their fascination with the macabre. Whether it’s creepy stories, eerie videos, or spine-chilling experiences, they find excitement in exploring the darker side of the internet. So, if you’re looking to captivate Gen Z, don’t shy away from embracing the spooky and supernatural.

Online Community-Building Adventures: From Fandoms to Fashion Trends

Gen Z is all about embracing their passions and expressing their support for their favorite people and things. The majority of Gen Zers – a whopping 61% of them – proudly describe themselves as HUGE fans of one thing or another. Whether it’s a favorite band, an iconic TV show, or a talented creator, they wholeheartedly invest themselves in their fandoms.

Now, let’s step into the metaverse, where socializing with friends and playing games reign supreme. These two experiences have emerged as the most popular activities within virtual realms. Gen Zers gather with their friends, both old and new, to engage in lively conversations, explore virtual environments, and embark on gaming adventures together.

The metaverse has become a digital hangout where communities flourish, bonds deepen, and shared memories are created. What’s the metaverse, you ask? It’s like a digital wonderland where virtual and real worlds collide. Picture yourself exploring immersive virtual environments, attending virtual events, and interacting with avatars. Gen Zers are drawn to this cutting-edge concept, where the possibilities are endless and the adventures are boundless. 

Let’s play some games! According to YPulse, a whopping 88% of Gen Zers and 70% of Millennials regularly engage in gaming. Whether it’s console games, mobile apps, or online multiplayer adventures, gaming has become a significant part of their online lives. They immerse themselves in captivating storylines, conquer virtual challenges, and connect with friends through shared gaming experiences.

Fashion is another powerful thread that weaves Gen Z’s online communities together. A striking 60% of Gen Zers say they can replicate any fashion trend… on a budget. They’re savvy shoppers who have grown up during a time of economic uncertainty. So they know how to find affordable alternatives to popular trends and create their own unique styles.

Individuality is also an important theme, but for the content they consume and for the content they create. From thrift store finds to DIY fashion projects, they embrace their individuality and showcase their creativity through their outfits, ideas, and talents. Online platforms become their runway, where they can inspire and be inspired by fellow fashion, gaming, farming, music, (fill in your hobbies here) enthusiasts. 

Comfort Zones

Now, let’s talk about what keeps Gen Z coming back for more. A staggering 69% of them say they return to creators or content that feels comforting to them. Whether it’s heartwarming stories, relatable experiences, or familiar faces, they seek comfort and authenticity. 

And a Chance to Have Their Say

When Gen Zers land on your posts or websites, they want to do something. They want to tap, swipe, and click their way through the experience. Younger customers crave interactivity and engagement. So, make sure your content provides opportunities for them to take action and be a part of the journey. Whether it’s polls, quizzes, or interactive videos, give them the chance to participate and make their mark.

Gen Z x Social Media – a Distinctive Combination

The generation representative of young adults has pivoted away from many of the behaviors marketers have grown to recognize as pretty standard as it relates to young people and how they use social media. Gone are the days of painstakingly curated feeds and putting every purchase to a vote within your social network. Gen Z social media preferences and behaviors center around authenticity, individuality, and connection.

Instagram is the new phone number. The socially-driven algorithms that power Stories and DMs allow Gen Zers to rely on social media to build relationships that extend beyond the digital world. They are conscientious about engaging with content that promotes self-awareness, fairness, and relaxation. They’re about their grind, but only as a means of securing their financial futures, not for the bragging rights. The point is this – if you’re going to be successful reaching Generation Z on social media, you’re gonna need to know how to do it. An we can help.

Ready to -hole on all things Gen Z? Check out Gen Z catalog.

The post Gen Z Social Media: How They Use It and the Content They Want to See appeared first on The Shelf Full-Service Influencer Marketing.

But smart marketers have their sights set on converting them now. To date, Generation Z is the single most influential generation of kids in history to wield sway over Mom’s and Dad’s wallets. And their financial superpowers are only going to get stronger.

Who Is Generation Z?

Generation Z is the age group born between approximately 1996 and 2012, though there continues to be some debate around the exact birth years that make up Generation Z. In general, the consensus says that the members of the cohort that follows Millennials were born starting in the mid-1990s up through the early 2010s.

Gen Z commands a remarkable $360 billion in buying power according to Bloomberg, compared to $143 billion in buying power just 4 years ago. For the next 20 years, as this generation continues to enter the workforce and maximize their earning potential, their spending power will continue to increase.

Which is why we’re even talking, right?

Today, while some of them still have to be in the house before the streetlights come on (jk – kids today have no idea about the street-light curfew their parents grew up with), Gen Zers play a huge role in how the adults around them spend money.

Ninety-three percent of parents say their Gen Z children influence their household spending. Another 70 percent of parents ask their Gen Z kids for advice before making purchase decisions. That’s A LOT of influence.

The obvious next question you probably have is how can you influence them to buy your product or service?! Let’s find out what makes post-millennials buy.

While the oldest members of Generation Z have already entered the workforce and are starting families, its youngest members are still in middle school.

8 Gen Z Spending Habits to Inform Your Marketing Strategy

#1 Gen Z Consumers Value Their Boundaries and Their Privacy

Generation Z consumers don’t play about their privacy. They take extra measures to safeguard their personal information. As this article’s being updated, Snapchat users – 58 percent of whom are between the ages of 13 and 24 years old (or about 364 million people) are flooding social conversations with negative reviews of Snapchat’s new AI feature, using words like “invasive” and “creepy” to describe the AI’s ability to always know (and share) where users happen to be. And it’s a new feature they cannot opt out of without subscribing to Snapchat’s premium monthly subscription.

So the headlines are all like…

Boundaries matter to Gen Z! and Snapchat seems to have wandered into a privacy landmine that’s ticking off large portions of its users. Take a look at the following stats from SheerID:

• 87 percent of Gen Zers say privacy is more important than getting “likes” on social media.

• 75 percent of them will only use location features on apps when it’s required to function (which is why Snapchat users are going ham).
• 58 percent turn location sharing on and off based on how and when they wish to use it.
• 33 percent of Gen Zers worry about the security measures of brands.
• 38 percent worry that brands are sharing their personal info without consent.

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It’s also worth noting that fewer than 1 in 3 teens are cool with the idea of sharing their personal details beyond just contact info and purchase history.

Now, don’t go crazy. I’m not saying you can’t try collecting their emails to market to them. Two in three Gen Zers are okay sharing their personal information with brands they trust.

So, build some trust!

Create useful content that’s targeted. Personalization is big with these guys. The key is to prove your value then assure them you’re taking the proper measures to protect their data.

Value + security. That’s your way in.

#2 Gen Z is Willingly Loyal to Brands (assuming your brand offers the best overall deals)

Loyal to brands? In 2023? Yah. With post-millennials, you have a pretty good chance of snagging loyal customers — but only if you can align with their expectations (and slim personal budgets).

Gen Zers are looking at your brand’s mission, product quality, and service before committing. So, you’re going to need to fine-tune these areas if you want their ongoing business.

• 60 percent of Gen Z consumers are happy to be associated with their brand of choice.
• 2 in 3 say they’ll stick with the brands they like and buy from them for years.
• 65 percent admit that rewards programs influence which brands they choose.

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For Gen Zers, if you can demonstrate your loyalty to them and align with their values and needs, then they’ll return the favor by becoming a long-term customer. Which brings us to the next point – personalization.

#3 Personalization Is Super Valuable for Building Trust

Young consumers are looking for personalized experiences from brands. They want to know you’re listening and that you see them. Things like rewards programs matter and they have a HUGE impact on whether younger buyers patronize your brand. Plain and simple.

Rewards programs

We talked about rewards programs a bit in the post on millennial dads, and like millennial dads, Gen Zers aren’t super-thrilled about having to track down promo codes. So, you’ll probably find that a rewards program that sends or notifies them of specific rewards works best.

So, we’re not really talking about creating a bunch of digital coupons that Gen Zers will have to go on a treasure hunt to find. That won’t really work. Restaurants like Wendy’s, Chick-Fil-A and Chili’s send emails and/or SMS notifications to their customers of deals and FREEBIES (like free desserts, sandwiches, and BOGO deals) straight to their phones. Super smart, since Gen Zers tend to over index on eating out and being more adventurous when it comes to food as compared to other generations, according to Morning Consult.

Other apps have geo-fencing capabilities that remind users of existing deals whenever they are within close proximity of the store.

So, whether you want to offer free chicken sandwiches or a birthday discount if you don’t have a rewards program yet, it’s time to create one. And keep in mind that price is critical to these savvy shoppers — 60 percent of Gen Z base their brand choice on price. Yeah, they influence a significant amount of household spending, for most of them, Mom and Dad are still supplying them with spending money in the form of an allowance.

Targeting with gated content

Also, consider developing a plan to attract them with gated content. Capitalize on this by creating exclusive promotions for different groups based on their ages, affiliations, or occupations.

For example, you can have separate promotions for college students, recent grads, and adults in the workforce. Aligning your content and your offer to their individual needs will show you understand them and are committed to helping them.

Not sure if it’ll work? Maybe this will make you feel better:

• 41 percent of Gen Zers say gated content makes them feel rewarded
• 41 percent say they feel special
• 54 percent feel excited

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Identity marketing

A fancy term that just means you’re personalizing your marketing for different groups based on their life stages, affiliations, occupations, passions, etc. This is a great solve for the zero-party-data world we’re living in, folks. And it works with younger consumers because this form of personalization provides an opportunity for Gen Z consumers AND their peers to take advantage of your promos, rewards, discounts, and special access opps.

Think of how important a student discount may be to a college student in the current environment. According to a webinar I attended just today sponsored by SheerID, 89 percent of students would buy more if extended a student discount. And the retailers who offer these types of discounts typically see a 20 percent increase in average order value.

Add to that this stat (from the same webinar) that 72 percent of high school and college students polled said they would be more loyal to brands that gave them exclusive offers.

Short-term discount for long-term loyalty.

#4 Gen Zers Are Working Earlier and More Than Millennials Did At the Same Age

For Generation Z, money is a HUGE motivator. When it comes to things that matter to Gen Z, 62 percent of those polled say that success matters to them. More than any other generation, they would say that challenging themselves, upskilling and making progress are high on their list of important values.

Twenty-something Gen Zers are shopping for homes already. And let me tell you — they’re not doing the tiny house thing. They want 2,000+ sq ft and are willing to buy a fixer-upper at a lower price to get it.

Gen Z members are also working while in school, which was one of the things millennials didn’t really do as much as previous generations.

Whereas millennials wanted to focus solely on their education and then enter the workforce after college, Gen Zers are already working. About 10 percent of them are working full time, earning $229B in FT employment wages, according to Influencer Marketing Hub. They’re not trying to follow in the footsteps of the 13 percent of millennials who didn’t even have jobs until after they were in their twenties.

Here’s another interesting tidbit: Nearly half of Gen Zers (46 percent) have already joined the gig economy to maximize their earning potential and get the things they want.

For Gen Z consumers, your hustle matters.

What are they buying? Well, they’re buying what young people buy. Clothing is at the top of their shopping list, no doubt driven by the desire to sport different looks in the photos they publish to Instagram and other platforms. But it’s worth noting that they’re willing to pay for a monthly membership to access lightly used clothes (and even clothing repair services).

Makes sense, right? Gen Z did grow up during a recession.

So what does all of this mean for marketers?

I mean… Gen Z is a budget-conscious group that likes to earn and spend money. That’s all teens and young people, isn’t it?

Yeah, but we’re talking about recession kids. This group has a different mindset. They can save enough cash for a down payment on a home within five years. A home.

If you can offer something they really want, they’ll find a way to make the money to buy it. The thing is, you have to know how to make your thing attractive to this generation. If you do that, even if your price is steep, they’ll find a way to increase income so they can buy it.

A quick tip: If you can come up with payment plans and other methods to maken buying your thing more affordable without sacrificing quality, you’ll significantly boost your chances of winning them over.

#5 Gen Z Cares About What Your Brand Cares About

It’s not enough to develop a product or service that’s within their budget. And it’s not enough to have the best-quality offer to meet their needs.

If they learn that your brand is all about making money or, worse, participating in egregious acts (like hiring kids in a sweatshop), then you can forget about earning their trust and loyalty.

In fact, you may even get your brand name slandered all across social media. So it’s time to straighten up and find a cause if you haven’t already.

Social responsibility matters to younger buyers. So, let me ask you: what do you stand for? And how does your brand reflect that you’re concerned about what matters to them? The time has come to look deep and ask yourself what cause you can back passionately and effectively, because when Gen Zers are looking at your products, you better believe they’ll be looking for your answer.

If you need some guidance around social issues that really move this generation, take a look at what they care about most. You can compare them to millennials below.

#6 For Generation Z, Connection Comes From Authenticity

Geez… who isn’t on the hunt for authenticity these days? Between your typical brand hyperbole, social media filters, AI, and magic-working makeup, it’s hard to find “real” anywhere.

For the 12 to 27 crowd, there are a handful of things that are really critical when it comes to engaging with brands. Because young people talk. They are quick to share their experiences – positive or negative – with their communities. And these communities rely on recommendations from others within the community.

According to SmartBrief, “Some 27 percent of Gen Z consumers always share recommendations or reviews following purchases, while 37 percent do so most of the time.”

Almost 69 percent ‘very often’ search for reviews and recommendations of items they’re considering buying, per an infographic from Social Media Link.

More than 85 percent of Gen Z consumers trust recommendations from friends and family the most, followed by online reviews at just over 76 percent and social followers at 62 percent.

What to do when the authenticity you need to demonstrate is off-brand

You want to reach younger consumers, but your brand team is giving you the side eye about your campaign ideas. Well, this mini-article is going to provide tips for some workarounds for brand guidelines that make it difficult to seem relevant.

If you want to reach younger buyers, the fastest path to their attention is to integrate technology and creative storytelling into your marketing strategy. And visual marketing works really well for this.

GRAPHICS AND IMAGES

If your brand is using photoshopped images and staged props, you’re less likely to convert a Gen Z scroller into a clicker. Something like 79 percent of post-millennials say they’ll trust a brand more if it doesn’t use photo editing.

If you’re getting resistance from higher-ups on your loosening the restrictions around your branding and marketing assets, say so. Tell your audience the story of how you can’t take shortcuts and then document your process and release that content as behind-the-scenes footage. Heck, you could even create a meme.

Twenty-nine percent of Gen Zers who answered a Meta poll said BTS content makes them feel a closer connection to brands. Boom! Just what you needed to see, right? Here’s another one: 57 percent like it when brands participate in memes, according to the 2022 YouTube Trends Report.

Focus on your internal process and the humans behind the beautiful photoshoots and product layouts. This way you boost awareness around your product AND connect with the audience. It’s a smart workaround to stay on your CMO’s good side and still win authenticity points with younger buyers.

MESSAGING

This is another sticky area where brands – especially legacy brands – have a hard time jumping into the fray to appeal to younger buyers. If your messaging is typically more formal or high-brow, it’s going to be tough to suddenly switch things up and start using slang and making dance-trend videos. Without seeming like the Pierce of the group (“Community” reference).

The fix? Influencers, dude. This is the situation in which influencers are worth their weight in GOLD! Creators have a knack for creatively delivering brand messaging in language that resonates with THEIR audiences (not yours).

If your team has done a great job with influencer selection, the audience of your influencer partner WILL ALSO BE a segment of your target audience.

Influencers are perfect for this sort of thing because they can demonstrate the value of your product contextually, in a way that matters to your audience. I LOVE this example from skateboarding TikToker GmCasto for CeraVe (the way he keeps saying “might as well” tho.)

@gmcasto CeraVe lotion is so good for my skin that I had to try it out for skating @CeraVe #ceravepartner #cerave ♬ original sound – Garrett Casto

Look at the comments! This piece of #sponcon art right here is why working with non-celeb influencers works so well. And if you can create an edgy campaign, then even better.

Gen Z doesn’t love traditional marketing… and they’re really good at not noticing it.

VIDEO

Teens watch twice as many videos on mobile than any other group. As a brand, YouTube has more influence over this generation than big names like Oreo, Mcdonald’s, and even Lego.

Eight-five percent of teens watch YouTube, and 70 percent of them watch two hours of YouTube daily, usually in one of three categories:

• Humor – They love videos that make them laugh
• Short and snappy content to compete with their busy lives and busy minds
• Unboxing and product reviews to keep on top of trends

Now that I think of it, I can grab a screenshot of something from an internal insights hub our team built on Notion for Generation Z. It’s not the most beautiful thing we’ve ever published, but it’ll give you an idea of the preferred content formats for Gen Z. And let’s give it up for Notion templates!!

#7 For Gen Zs, Being Distracted Doesn’t Mean DisConnected

Sure, millennials grew up with the internet and desktop computers. But Gen Z grew up with mobile devices and social media, and it shows in their daily habits.

Sixty-six percent of Gen Zers are ultra-distracted because they’re using more than one device at a time. As you’d imagine, they are watching entire seasons of shows On Demand while doing stuff on their and grabbing their smartphones when they ping. And they’re engaging with each device throughout the day (or even by the hour).

Because of all these inter-connected distractions, it’s tough to get, and even tougher to keep, the attention of your average Gen Zer. If you thought millennials’ 12-second attention spans were bad, then you’ll find Generation Z’s 8-second attention span horrifying.

Or is it? As it turns out, Gen Zs may have stumbled across an evolutionary moment for humans that previous generations can’t really grok. According to a Kantar study commissioned by Snapchat, Gen Zers display higher advertiser recall than older social media users even when they’ve spent less time actually watching an ad.

Less than two seconds. That’s what the average Gen Z consumer needs to see and remember an ad AND the advertiser. For foggy minds like mine whose system for remembering things includes paper and digital planners and existing in a perpetual state of having 33 tabs open on my laptop AND my desktop (because I am legit working on both right now)… this is unfathomable.

I literally can’t with this.

Gen Alpha has yet to show up on the scene and really move the evolutionary needle for humanity, but Gen Z has mastered the concept of distracted but not disconnected:

• 94% own laptop computers
• 80% receive most information from social media
• 75% say smartphones are their top choice
• 75% spend their free time online
• 73% follow at least 1 brand on a social
• 25% spend five hours A DAY on their phones

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It seems as though they spend the majority of their lives on a device. As a brand, you can capitalize on this by ensuring your campaigns are responsive.

50% of Gen Z consumers are more likely to buy from brands that demonstrate they really understand their wants and needs.

And 41 percent say they would buy from a brand that delivers timely, responsive customer service over a competitor, according to SproutSocial.

Being mobile-friendly isn’t enough. Your ads, blog posts, videos, and other marketing materials need to be accessible and easy to engage with on any platform.

To that point, make sure your content is interesting, visually-appealing, and engaging. Eighty-five percent of Gen Zers say easy mobile experiences are a top priority for making a purchase. In other words, if it won’t work on mobile, then you’ve lost a potential customer.

#8 Gen Z’s Shopping Journey Begins & Ends In the Store

Here’s an interesting catch though, and it’s a BIG one:

Despite the virtual tendencies of this digital-native generation, guess where they are going for reprieve? Good ol’ brick and mortar stores. If your response was “what the what” that’s okay.

We’ve got intel. As of September 2019:

81 percent of Gen Zers prefer shopping in-store.

73 percent like to discover new products in store.

While this generation is immersed in all things digital, they are seeking refuge in the physical. So, thought needs to go into aligning your in-store experiences with your digital campaigns, too.

Gen Z discovering brands and products through social search

Generation Z isn’t using Google to search around for products to buy. Instead, they’re exposed to products on Instagram and they search for everything from local restaurants to local events on TikTok. Weren’t you shocked last summer when the stat that 40 percent of Gen Zers use TikTok and IG for search starting floating around?

That stat’s a little misleading, as I discovered when I walked that info back a bit. The original story published by TechCrunch was around Gen Z bypassing Google for TikTok, not TikTok bypassing Google as a search engine.

Still, it was startling… but kinda believable, right?

Young shoppers are finding and being shown new products in their social feeds. So, what happens once they discover a product? The next step is to head on over to YouTube to see it up close and personal, while also getting an honest review from a YouTuber they trust. They’ll likely look at multiple videos to get a holistic view of a product or service before making a decision.

So quite literally, their experiences with your product in the physical world will often be seeded from a digital or virtual experience. Best advice, short and sweet: Build a social media marketing strategy that includes working with non-celebrity influencers that threads opportunities to reach them with personalized content on their phones through SMS, gated communities, or paid social.

Wrapping Things Up

In the beginning, marketers thought Gen Z would be an extension of millennials. They grew up in a similar technologically advanced world, so it only made sense that they would follow suit.

But as we look closer, we can see the lines drawn between millennials and Generation Z, especially in the way they shop. Post-millennials are more inclined to purchase in stores, care more about cool products than cool experiences, and are prominent in speaking and acting on important matters.

Brands that stand for something, offer seamless online/offline experiences, and are obligated to providing quality products at competitive prices are going to come out on top. Because remember, Gen Z will make up nearly half of the consumer market in less than a year.

So if you haven’t already future-proofed your campaigns, it’s time to start!

The post What Makes Them Buy: The Gen Z Spending Habits To Know in 2023 appeared first on The Shelf Full-Service Influencer Marketing.

Back-to-school marks the unofficial start of the year-end shopping season. There are probably very few people who see the start of classes as some sort of big spending holiday, even the parents doing the spending.

But you buy enough 24-count boxes of crayons for 50 cents, and composition notebooks for a quarter (and the obligatory device upgrade), and you will soon have enough supplies (and devices) to count school shopping among the most expensive events of the year.

A Replay of What Makes Late Summer the Start of the Winter Holiday Season

In our first post, we looked at the numbers that substantiate this idea of back-to-school shopping launching us into the big spending holidays. And we introduced the first two of four avatars doing the spending this holiday season (or influencing those who do). Here’s a quick review:

The average American family will spend more than $500 on school supplies, computers, devices, and school clothes at the start of the school year, and surpass more than $29 billion in back-to-school spending. And that’s just for K-12 families.

For parents who have kids heading back to college, that segment of back-to-school shoppers spends nearly twice as much as the K-12 crowd, shelling out $54.1 billion. That means parents and students spend somewhere around $83 billion just on back-to-school shopping.

Let’s give this a little perspective.

According to the World Bank, $83 billion exceeds the Gross Domestic Products for 130 out of the 195 countries in the world today.

Back-to-school shopping is the second biggest shopping event of the year, bested only by Christmas shopping. But compared to Christmas, the amount of money we spend sending our kids back to school is less than 10 percent of what Americans spend come Christmas time.

Great. People spend money during the holidays. What’s new?

What’s new is that according to Nielsen, 39 percent of heavy social media users (those on social 3+ hours a day) believe social is THE place to go when they want to find out about products and services.

That’s why your influencer marketing campaign needs to start today. In addition to giving you the lay of the land with today’s post, we’ll show you:

1. How to identify influencers
2. How you can propose partnerships
3. How to choose the right success metrics for your campaign, and
4. How to launch your influencer marketing campaign

In my last post, I ran the profiles of Millennial Moms and their beloved Gen Alpha children.  This week, the big spenders we’re targeting are Gen X Moms and Gen Z teens and preteens.

Gen X Moms

WHO THEY ARE

Born between 1965 and 1980 Gen X Moms are a little hard to peg for most marketers. Having been virtually defined by Boomers as “slackers” in their youth for graduating college just as jobs were flying overseas, and formulating the collective consciousness that made Nirvana’s Never Mind the soundtrack of a generation, people… and marketers… still think of Gen Xers as deliberately disconnected.

There’s a good reason for that.

While Boomers were defined by events like the Civil Rights Movement, Flower Power, and the birth of Women’s Liberation, Gen Xers grew up during the War on Drugs, the Gulf War, and the birth of the AIDS crisis.

Gen Xers are the nation’s first latch-key kids. Arriving home from school alone to make dinner and take care of younger siblings, Gen Xers played the role of parent daily in the hours before their actual parents made it home from work. They came of age during a time when divorce rates peaked (around 1980) and kids had to choose a side.

They experienced the misfortune of trying to build lifelong careers like their Boomer parents at a time when globalization and outsourcing made it possible for workers halfway around the globe to take their jobs.

Job security disappeared, and pensions became a relic of the good old days.

Understandably, Gen Xers earned a reputation for being fiercely independent, resourceful, rebellious, and a little disconnected from the ideals that defined their community-minded Baby Boomer parents. As well, they sort of shun the ideals that are defining their tech-driven, global-community-minded Millennial offspring.

That said, let’s take a leering look at Gen X Moms.  The 65 million Americans who make up Generation X include a brigade of moms who laid the foundation for how and if their kids would engage with the Internet. These women are the overworked, well-paid bridge that connects their aging Boomer parents and their maturing (fingers crossed) Millennial and Gen Z children.

Marketers largely overlook them because they have a hard time figuring out how and where to market to women who have become accustomed to going it alone.

And while Boomer Moms and Millennial Moms may sing Kumbaya louder than Gen X Moms (let’s face it, Gen X Moms probably aren’t interested in holding hands and singing with you anyway), Gen X Moms are shaping the workplace, politics, and society almost completely undetected.

HOW THEY USE SOCIAL

According to a post in Adweek, Gen X Moms are just as likely to listen to the radio (48 percent) and read a newspaper (62 percent) as they are to stream music and read a newsfeed.

Part of what makes it such a challenge for marketers to reach Gen X Moms is that Gen Xers have their feet planted firmly on the line that separates old school from new school, and are fluent in both.

Source: Pew Research

Yes, 85 percent of Gen Xers have a favorite TV show, but Gen X Moms are also heavy social media users. In fact, adults 35 to 49 year of age spent an average of 6 hours and 58 minutes a week on social networks, compared to Millennials, who spent 6 hours 19 minutes a week on social.   

As for those television programs, the drama of TV ends up being fodder for social media posts. Of those surveyed, 42 percent of the folks using Facebook on a second screen while watching television were Gen Xers, ages 35 to 49.  

In fact, 84 percent of Gen Xers surveyed said they use multiple devices (TV, smartphones, and laptops) during the prime time hours of 7PM to 11PM.

Gen X Moms also use social to follow the brands they like, though they are not necessarily in the habit of positioning themselves as social influencers like Millennial Moms.  

Gen X Moms use social media as a way to “stay in the loop” with their favorite brands and keep up with contests and deals. Gen Xers also use social as a way to engage with the brands they follow (goodbye 1-800 numbers and “support@” email addresses).

Gen Xers tend to be more loyal to their favorite brands than either Boomers or Millennials are to their preferred brands. They are almost twice as likely to follow a brand on social media than Boomers, but they’re quick to unfollow if a company gets spammy, offensive or just annoying in general.

HOW THEY SHOP

Like Millennials, most Gen X moms work outside the home.  Seventy-five percent of Gen Xers earn more than Boomers did at their age. The catch is they have more debt, so their net worth is less than that of their parents.

Nevertheless, when it comes to spending, Gen Xers are the heavyweights. They make up a quarter of the population, and account for 31 percent of consumer spending, even with 29 percent of Gen X women being the primary breadwinners in their households.

Gen Xers make it a point to follow a brand’s social media activity before buying from them more than half the time. In the end, nearly 7 in 10 Gen Xers who do follow a brand on a social network will buy from that brand, according to “The Social Generations: Millennials Ask, Gen X Buys, & Baby Boomers Observe” post published by Sprout Social.

Gen Z

WHO THEY ARE

Born between approximately 1997 and 2010 (some estimates extend that period to 2016), Generation Z kids are the offspring of Gen Xers, Millennials, and yes, Mick Jagger.  The oldest Generation Z kids are in college and preparing to enter the workforce while younger members of Generation Z are still in elementary school.

The members of Generation Z make up a quarter of the US population, and in just two more years, they could account for up to 40 percent of all consumers, according to Fast Company. Most of them are still young enough to get an allowance, the sum total of which comes to about $44 billion a year. Nothing to sneeze at. And like their Gen Alpha younger siblings, they have a say in how their Millennial and Gen X parents spend the $600 billion they control, chiming in on everything from breakfast foods to which family homes to buy.

Nearly half of all Gen Zers (48 percent) are non-white, which is why we counted them in the last post as the most diverse generation in America, and definitely the first to be a majority non-white. Some reports include Gen Alpha as a subset of Generation Z. For the purposes of this series, we’ve separated the generation into three distinct groups:

1. Generation Alpha ages 7 and younger
2. Generation Z Preteens, ages 8 to 12
3. Generation Z Teenagers, ages 13 to 20

HOW GEN Z PRETEENS USE SOCIAL

Kids have gone digital. Traditionally, marketers set aside billions of dollars in ad spend to reach kids via broadcast and cable television. But the days of after-school shows and Saturday morning cartoons are long gone.

Today, preteens are more interested in consuming their multimedia content in bite-sized chunks, and doing it on demand. So, it makes sense that the preferred social network for kids under the age of 13 is YouTube.

Not only is YouTube a popular social channel, but YouTube earned the distinction of being voted the Most Love Brand in Smarty Pants LLC’s “Brand Love” study for the second year in a row. The study, which polled more than 8,000 kids ages 6 to 12, discovered YouTube’s influence over kids is surprisingly stronger than several heavyweights, including Oreo cookies, Lego, McDonalds, Hershey’s, M&M’s, fidget spinners, and Toys R Us (RIP).

That means on-demand videos beat out toys and candy for best thing ever with Gen Z Preteens. This trend toward having access to tons of multimedia content even amongst kids is why Cisco VNI  predicted 80 percent of the web’s traffic will be video by 2019, according to Marketing Dive.

Nielsen reports TV viewership is down 50 percent for kids between the ages of 2 years and 11 years old, but it’s unclear whether that’s because kids are watching TV only half as much, or if it’s because only half the kids are watching TV at all.

In response to this shift away from traditional TV, marketers are expected to spend $1.2 billion on digital advertising directed at Gen Z preteens by 2019 according to PwC. In addition to the original programming for Netflix and YouTube, BBC also plans to invest $44 million in children’s programming between now and 2020.

HOW GEN Z TEENS USE SOCIAL

Gen Z teens are in the unique position of being born into brand strategy as a way of life. They are simultaneously managing their live persona and balancing it against their online persona, while carefully curating content that will positively position them for both college and the job market in the years to come.

Only 49 percent of Gen Zers admit social media is an important part of their lives, but they can’t deny they get a certain amount of validation from the hard work they put into maintaining pristine social media profiles.

The typical Gen Zer who uses social media has already learned how to masterfully present their different social media personas in accordance with the culture of each platform they’re using. And yes, this is the kind of work Gen Xers and Boomers pay SMM agencies to do for them.

Three-quarters of teens ages 13 to 17 identify Instagram and/or Snapchat as their go-to social media platform. While more than 90 percent of teens use the messaging function on their phones to socialize, 40 percent also add messaging apps like Whatsapp to their phones to socialize.

Gen Z teens are commonly referred to as the generation that grew up on smartphones, but don’t forget this generation is also old enough to remember flip phones.

Lots of the older Gen Z teens in high school and college can probably remember when laptops were strictly for Mom and Dad’s work, tablets didn’t exist for them outside of Leap Frogs and Etch-a-Sketches, and the not-so-smart but oh-so-common flip phones were the phone all their friends used.

After all, not many parents were lining up to buy their fifth grader a $600 iPhone when Apple first introduced them to the world.

Today, 89 percent of teens use smartphones, and 80 percent use laptops; 68 percent of teens have access to a tablet versus 54 percent of teens who now have access to a desktop computer.  

HOW TEENS SHOP

Now, before we get into how Gen Z shops when they hit the stores, there are a couple of interesting traits that have emerged in this group that we want to point out.

First, Gen Z members are not brand-loyal like their Gen X parents. In fact, they’ve been referred to as less trusting of brands than any generation before them. They are far less brand-conscious and would rather take the word of their favorite social media influencer over even the most elaborate and polished 60-second spot. They don’t want to know your brand story unless it directly fits in with, and springs from, their existing interests.

They have honed the ability to identify good content vs bad content (or valuable content vs everything else) in just 8 seconds.  As a marketer, you have 8 seconds to make an impression that will result in something other than a screen-swipe or a click-away.

Third, Gen Zers don’t seem to be very patriotic. Terrible news for the Captain America franchise. When asked, 68 percent of Gen Z teenagers said they feel the US is moving in the wrong direction.

Now that those three points are out of the way, we can talk about how teens spend their money.

Food.

The Taking Stock with Teens Spring 2017 study from Piper Jaffray reported 24 percent of Gen Z teenagers spend their money – whether earned or not – on fast food purchases, and their favorite places to spend are Chic-Fil-A and Starbucks.

Their next big purchase is clothes at 19 percent of their total budgets. Boys are more likely to go for brands than girls, who are more interested in finding the right styles irrespective of brand name, according to Mediapost. And like men, teenage boys tend to shop based on a specific need, as opposed to girls who are more impulse-driven and tend to shop based on their budget, not their needs.

Both male and female Gen Z buyers are more likely to buy clothes in-store after browsing online, according to Fashion United. Other popular spending categories for teens include:

• Cars (9 percent)
• Accessories and cosmetics (9 percent)
• Shoes (8 percent)
• Video games (8 percent)
• Electronics (7 percent)

Among the most beloved brands for teens, Amazon leads the pack followed by Nike. Teens seem to show a preference for apparel made by companies like Nike and Under Armour, that specialize in sportswear. In the Piper Jaffray survey, 41 percent of teens named an athletic brand as their favorite clothing brand. Adidas is also showing rapid growth among older Gen Zers. Other popular brands for teens include Converse, H&M, American Eagle, and Forever 21.

Source: Fashion United

As the observant bystanders in households where their Millennial siblings have had to move back in with Mom and Dad after college, Gen Z teens are learning the value of money, stability, and making good financial decisions. They are more financially cautious.

Frugal.

And more likely to save than Millennials were at the same age.

Let’s Build Some Campaigns

In the third and final part of this series, you’re going to get a 9-step summer influencer marketing plan that you can implement now and tweak in the coming months for fall and holiday campaigns. (You’re welcome, by the way). If you missed Part 1 of the 2018 Summer-Fall Marketing Plan,  you can read that one by clicking here. 

Now that you know the major stakeholders in the upcoming holiday shopping season, it’s time to start building some campaigns. In the next post, I’m going to lay out a 9-step influencer marketing plan that you can follow to launch a BOSS influencer marketing campaign.

The post What Makes Them Buy: Gen X Moms + Gen Z Teens appeared first on The Shelf Full-Service Influencer Marketing.

Millennials may have been the apple of the marketing world’s eye for the last few years, but with most members of this generation rounding 30, the change in their habits means they’re no longer the target market for many brands. Enter Gen Z.

In a stark contrast to their Millennial counterparts, these youthful consumers value possessions over experiences, are most of them aren’t old enough to enjoy many experiences without a parent’s permission. Appealing to this generation is truly an art form. Inclusivity, fluidity, and originality are their buzz words.

These guys are more likely to shop at thrift stores than buy fast fashion from the high street, and will be quick to condemn big label brands who don’t align with their own values. Marketing to this group requires person-led campaigns over brand-led, and a brand voice that sounds genuine. This is what makes influencer marketing so crucial to brands targeting Generation Z.

If you really want to connect with Gen Z-ers, having them front your campaigns for you is the ideal solution. Unlike previous generations who aspired to be like folks who were a little older, members of Generation Z look to their peers for inspiration, aspiration and guidance. The good news is there are many talented, positive role models available for them to follow. Keep that in mind as you’re launching your next campaign.

Just a note: One of the most popular apps used by Generation Z is practically never used by anyone over the age of 18, so it may have been flying under the radar for many businesses. That’s TikTok.

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Selling Toys, Clothes and Fun with Kid Influencers

 But, if you want to tap into this target market then utilizing influencers from this platform, may be the way forward.

Below are just a handful of some of our favorite influencers from the most digitally connected generation in history, and why we love them so much.

Malala Yousafzai

Perhaps one of the most influential Generation Z members in the world, Malala Yousafzai first came made news in 2012 as the girl who survived an attempted Taliban assassination. Her crime? She publicly spoke out against a Taliban-imposed order banning girls from attending school. Malala was gunned down when a masked gunman boarded her school bus and shot her in the head. Two years later, she launched the Malala Fund and a global movement that fights for the right of the 130 million girls around the world who are prevented from attending school.

She’s the youngest ever Nobel laureate and winner of more than a dozen other highly regarded awards, including the Mother Teresa Award, the United Nations Prize in the Field of Human Rights, the Sakharov Prize, and the Ellis Island Medal of Honor. She is a best-selling author, a Grammy winner for Best Children’s Album for her audiobook “I Am Malala”, and a Shorty Award winner for Best in Activism. All of this she accomplished before her 21st birthday, which is this month.

Haile Thomas

Haile Thomas is a 17 year-old health activist, educating kids on how to adopt a plant-based diet. Her inspiration stems from her own experience. Haile’s father was diagnosed with Type 2 diabetes when Haile was just eight years old.

It was then that her family adopted a nutrition and exercise plan that helped her father reverse the disease and set Haile off on a passion mission to teach children ages 6 to 13 who live in underserved communities how to cook and eat to live and thrive. Her organization, The H.A.P.P.Y. Organization (@thehappyorg)

Zendaya

Why not start off our list with a bang? Zendaya is one of Gen Z’s most influential players, with over 51 million followers on Instagram, an IMDB list of starring roles longer than my arm, her own shoe line, and a fresh, modern style to make any influencer jealous. Her quirky personality and self-confidence speaks to her peers and tells them that they can be and do whatever they want – just like her.

Larsen Thompson

Best known for her viral dance videos as part of the Fraternal Twins duo, Larsen is also a rising star in the modelling world after featuring in Juicy Couture’s latest campaign. She’s also an advocate for female empowerment and women’s rights, appearing the Global Goals Campaign viral Spice Girls dance video. Her unique look and absolute fierceness make her a force to be reckoned with online.

Selah Marley

Just one look at Selah Marley and you can instantly tell who her parents are – her Mother is the iconic singer/songwriter/lyricist Lauryn Hill from east coast rap trio The Fugees. She inherited her mother’s effortlessly cool style and presence. And, if you hadn’t already guessed from her name, Bob Marley is her legendary grandfather. Selah hasn’t turned her own hand to music – at least, not yet. That’s not to say the outspoken, socially-conscious teen isn’t already falling in line with the mantle of being the voice of a generation. Freely sharing her thoughts, Selah is also building a career as a model. She appeared in a recent campaign for Calvin Klein. B

Luka Sabbat

You may recognize Luka Sabbat from Grown-ish, where he plays friend, fashion / styling partner, and love interest to Zoey (Yara Shahidi). Whether on screen or in your Instagram feed, Luka oozes cool. A self-described Creative Entrepreneur,  Stylist, Creative Consultant, Design Director, Actor and Model, Sabbat is inextricably-tied worlds of fashion and entertainment by storm.

And yes, that’s a picture of him in a DHL tee, promoting a partnership between French clothing line Vetements and DHL, and a giveaway of a long-sleeve yellow DHL tee, which is probably now considered high fashion.

Amanda Steele

Amanda Steel grew her popularity through her YouTube channel MakeupByMandy24 where she posts beauty and fashion videos to her 2 million plus subscribers. But, she recently signed a modelling contract with IMG (one of the top agencies in the country), and is setting her sights at taking the offline fashion world by storm in the same way she did the online.

Yara Shahidi

Yara Shahidi rose to fame at just 14 years old playing Zoey on the ABC show Black-ish, and from there has built a solid following which she uses as a social activist and influencer. She set up her own program called Yara’s Club which helps high school students to come together and learn about important social issues. Now the star of her own spinoff, Grow-ish, Yara is not only a social activist, style icon, and Hollywood starlet, she’s also a scholar. She has plans to attend Harvard in the fall.

Baby Ariel

Baby Ariel is possibly the most well-known influencer on Musical.ly right now. At just 16 years old, she has built an empire for herself on the app – which is almost solely used by Gen Z-ers. After signing up to an entertainment management agency, her videos come complete with professional choreography and perfect composition. She also partnered up with Coca-Cola in their #ShareACoke campaign.

Loren Gray

Loren Gray is a hit across social media with the rest of her generation, especially on Musical.ly. Her striking look and fun performances make this 15 year old a stellar influencer on the platform. She has even appeared in issues of Seventeen magazine, and Teen Vogue.

Jacob Sartorious

Justin Bieber needs to watch his back as Musical.ly sensation Jacob could soon be following in his footsteps and taking the music world by storm. After making his online debut on Vine at just 11 years old, he has built up a following of millions. And, while he started off lip syncing to top songs on the app, he has now progressed to making his own music.

Annie LeBlanc

At just 12 years old, Annie is the youngest influencer on our list – but with 13.4 million followers on Musical.ly and 6 million on Instagram – she’s already an online sensation. With style and selfies that would make anyone jealous, and media appearances to help spread her name, she’s going to be hard to avoid soon!

Millie Bobby Brown

The star of the hit Netflix show “Stranger Things” has a whopping 16.9 million Instagram followers with her generous mix selfies, dog pics, and behind the scenes videos of herself and the rest of the cast. She has already used her influence to partner with a variety of brands. And yes, you’re seeing correctly. That picture on the right garnered 20 percent engagement.

20 percent. But her edgy, non-Hollywood street style, candid snapshots, and imperfect pics help boost both her authenticity and her likeability.

Noah Cyrus

The younger sister of pop sensation Miley Cyrus and daughter of longtime country star and heartthrob, Billy Ray Cyrus. Noah has launched her own music career now. But, you won’t find any country twangs in her songs. Her style is more “teen angst” than anything else, something you can certainly glean from her Instagram feed. Her celebrity pedigree and stylish vibe make have gained her a serious following on the platform.
 

WHO’S YOUR FAVORITE GEN Z INFLUENCER? DID WE MISS THEM OFF THE LIST? LET US KNOW IN THE COMMENTS!

The post GEN Z INFLUENCERS WITH MAD SWAY AROUND THE WORLD appeared first on The Shelf Full-Service Influencer Marketing.