How “Z” Are You?

Posted by Mary McIlrath on Fri, May 20, 2016 @ 09:01 AM

Here at YouthBeat, we’ve been surveying youth for more than a decade.  We had Millennials in our data set when they were teens, and we have Generation Z now.  This gives us the unique ability to compare the attitudes and behaviors of these two generations, based on their actual responses to our survey questions.

We’ve recently undertaken a large-scale analysis of more than 20,000 responses to our holistic lifestyle study from 2009-2015, and we’ll be reporting out the findings at the Marketing to Generation Z Conference in New York in October 2016 (click here for a link to the conference website).  Let us know if you plan to attend—as conference sponsors, we can give you a discount code to use.

This was a fascinating exercise for us—we entered into it with several hypotheses (“stereotypes” is such a negative word), and the results were very surprising! Themes that we expected, but didn’t necessarily see validated, include:

  1. Millennials Lite: Being so close in age to Millennials, Gen Z (which some call Centennials) should largely share the attitudes and behaviors of those who passed through a few years ahead of them.
  2. Bleak Financial Outlook: Both generations lived through the housing and stock market crashes of 2007, so both should have similar behaviors when it comes to saving and spending.
  3. Social Creatures: Gen Z, living in a connected age, should be more active on social media than their Millennial counterparts.
  4. Multicultural Melding: The youngest Gen Zers come from no single majority ethnic background (some call them Plurals for this reason). All ethnic groups, then, should think and act in similar ways.
  5. Principled + Charitable: Growing up in the age of TOMS, Gen Zers should be more likely than Millennials were to put their money into brands that engage in cause-related marketing.
  6. Media Multitaskers: With so many functions available on mobile devices, Gen Zers should be more likely than Millennials to be engaged in multiple activities at a time.

In each of these areas, we identify marketing campaigns that fit squarely with the preferences and ideals of Generation Z…and some that miss the mark.

And here’s the best part…we crafted a fun quiz so you can find out whether your mindset is more aligned with the Millennial or the Gen Z generation. 

  Click Here to Take the Quiz!

 

Tags: kids tweens teens market research, kids tweens teens, millennials, Gen Z, generation research