Millennials, millennials, millennials – so many of our clients are focused on Millennials and how to adapt their marketing strategies to this evolving consumer group. What characterizes them? How are they different? What drives them? As we complete each study and I think we’ve exhausted the conversation, we find ourselves once again pulled into the Millennial vortex. But don’t look now – here comes Gen Z. We have just released our first study on this group, whose habits, thoughts, emotions and more will be keeping marketers up at night next. So why is it important to keep examining a group in context? Why can’t we broad stroke and make blanket statements about consumer groups or generations, and just be done with it?
That’s the question posed in this WSJ article. Usually generations are defined by their similar birth years, with spans of 20 years. But often these are fuzzy in setting definitions. Typically, academics and researchers look at ‘generations’ to identify the distinct group’s characteristics which, through comparison with previous generations, serve to measure social and cultural change. But this approach misses the nuances within and between the groups. And the nuances are where the marketing opportunity exists.
Our new Gen Z study looks into the factors driving Gen Z behavior – the fears, concerns, influencers and even the heroes that define this group. We compare and contrast Gen Z and Millennials, both of whom live in a mobile-centric world but view their increasingly, technology- and data-driven existence differently. So just when you thought you had mastered Millennials, it’s time to get to know the new kids on the block. Isn’t Marketing fun? Sure does keep us on our toes!