Catching Up with Gen Z
By Kathy Justice
Photo Credit: Wesley Tingley (from Unsplash.com)
In January of 2024, Reneé Rapp, singer, songwriter, and new star of the silver screen in the musical version of Mean Girls, began making waves in the film’s press circuit. It seems Renee struck a chord with her off-kilter and unpolished responses to interview questions. Her face was splashed all over my newsfeed. I couldn’t help but take note.
You see, Reneé divided public opinion when she took a shot at Millennial women, calling herself an ageist who didn’t care for older people. Her cohort, fellow Gen Z-ers, adored her frank, honest takes, while Millennials were left stewing. As a Millennial, I probably should’ve taken offense but instead I loved Renee for being so real, so authentic, so… Gen Z. But I came to the table armed with research that helped me understand more about Reneé, her responses, and her world view. In my mind Reneé was simply living out one of the key characteristics of her generation and gaining accolades for it (mostly).
Gen Z, born between the years of 1997-2012, has an extreme focus on authenticity. They don’t like anything that’s overly anesthetized, preferring real, raw experiences, people, and brands. This was a top learning three years ago when we first published our initial series, ‘Considering Gen Z’ and it holds true today.
This got me thinking, what has Gen Z been up to lately? What do we need to remember about this generation when thinking strategically about how best to reach them via branding, messaging, and marketing?
Without further ado, here’s five facts to keep in your toolbox when considering how best to connect with Gen Z:
There are 68.6 million Gen Z living in America and they are the first American generation where multi-cultural makes up half the cohort. 50% of Gen Z is non-white. Multiculturalism and inclusivity of all ethnicities is top of mind and should be reflected in messaging and campaigns targeting this generation.
Gen Z is growing up with over a third holding part-time or full-time work and just over half (51%) students. While they are maturing nothing is set in stone; many are still figuring things out and highly transitional. They are slow to marry and start families (only 11% are married and have children), more transient in their careers (40% plan to leave their job in the next 2 years), and worried about long-term financial stability. Traditional marketing campaigns touting the American dream may not spark interest as many feel this future is not a guarantee or out of reach.
Climate change is a top worry. Gen Z have a front row seat to spiking global temperatures and extreme weather. Many are buying pre-owned clothing, recycling, and choose to buy from brands doing good for the environment to support the environmental issues they care about. Aligning brands and brand messaging with these values will increase their worthiness in the eyes of Gen Z.
Gen Z’s mental health is suffering. Over half of Gen Zs report feeling ‘nervous, anxious, or on edge’. This generation is more likely to express feelings of sadness and more likely to receive therapy or mental treatment than any other generation. When reaching out to Gen Z, its important to remain sensitive, caring, and offer help and support to those dealing with mental issues and big emotions.
They prefer to connect with people and brands through screens. Instagram is their favorite for messaging social connections, engaging with brands, and posting about themselves. TikTok is their preferred platform for seeking funny or entertaining content. Brands should have a presence on both platforms, but customize content to fit the main goals of Gen Z.
For more information on trends impacting Gen Z, check out the following articles which influenced this post: https://explodingtopics.com/blog/gen-z-stats and https://www.collagegroup.com/2024/01/25/2024-generations-demographics/. If you’re interested in learning more about W5’s perspective on Gen Z or including Gen Z in your research, set up a meeting with W5’s Amy Castelda or Emma Eyman!