Just when you thought you had the selfie-sticking, social media obsessed, rose-colored glasses wearing generation of Millennials figured out, a new group has to come along and make things even more complicated. Meet Generation Z (Also, what are we doing after this generation? Switching to Roman numerals? Emojis?)
Generation Z is roughly defined as anyone born in or after 1998, making the oldest of that group 19 years old (Take a second to feel old - I am.) While it may seem that everyone who grew up with filters on photos and never experienced the sound of dial-up internet (shudder) all belong in the same generation, there are some big differences in how GenZ sees the world vs Millennials, which impacts how they should be targeted.
Millennials (the time frame varies, but generally people born between 1984 to 1997. Don't even get me started on Xennials.) tend to look at the world as their oyster and that opportunities are everywhere. They are optimistic , sometimes to a fault, and value a positive workplace over pay. GenZ has grown up in a time of global terrorism, climate change, violence in schools, etc., so to say they are a little more cautious may be an understatement. They watched their parents struggle during the Great Recession, so they are more realistic about opportunities and look for stability and security. GenZ also prefer face-to-face communications more than their Millennial predecessors, and favor tech tools that encourage that, like Skype, Facetime, and Snapchat.
Here are some more stats on GenZ:
- 26 percent have donated to a cause their own money, or allowance, to a cause. (Side-note: The average allowance of a GenZ is $70 a month. Yea.)
- The most important causes to them? Children and youth, education, and animals.
- They grew up in the Great Recession, making them cautious about money, more likely to save than spend, and they want to know their money is going to actually do something.
- They got their first social media account at 11 years old, on average.
- Gen Z believes that climate change is the biggest challenge facing the world in the next decade. 63% favor solar energy. 58% have recycled. 31% have boycotted a company that has hurt the environment.
- They are the most diverse generation (over half will represent minority groups by 2020) and the most tolerant generation (56% of Gen Zs in the United States know someone who uses gender-neutral pronouns.)
So what do we do with all of this information? It is important to remember who our target audience is and what appeals to them when creating communications strategies and campaigns. For now, it looks like the new generation of potential clean water supporters are primed and ready to be activated around issues that they care about, especially climate change and wildlife. We are challenged though to prove to this generation that their time and money are actually going toward making a change (X number of trees planted when you donate $X).
Now if you'll excuse me, I have to find this building where you can send mail by hand with something called a stamp? Weird.
Kristin Reilly is the communications manager with the Choose Clean Water Coalition.