Gregg L. Witt, youth brand strategist and Chief Strategy Officer of Engage Youth Co. has conducted hundreds of interviews with Gen Z kids, tweens, teens and young adults and has distilled his findings into a list of youth culture attributes. These generational markers are the identifying traits of what will be the most significant global demographic shift in history.
Gen Z Generational Markers:
- Independent: Gen Z is willing to work hard for success vs the ‘be discovered’ mentality prevalent among their older Millennial siblings.
- Diverse: As a global cohort, Gen Z is open to all ethnicities, races, genders and orientations. They expect to see those values reflected in their brands, classrooms and media.
- Engaged: Gen Z is very politically aware and actively involved in supporting environmental, social impact and civil rights causes. They are focused on making the world a better place and want to align with organizations dedicated to making a difference. Activists like Malala Yousafzai are their role models.
- Knowledge managers: Often misrepresented as having a ‘short attention span,’ Gen Z has developed an ability to quickly filter the mass quantities of information that appear on their screens and decide what is worthwhile and what should be filtered and discarded.
- Pragmatic: Raised by Gen X parents who experienced a similar childhood shaped by the recession, Gen Z are choosing more pragmatic careers (for example, selecting a legal profession instead of trying to be a YouTuber influencer), are financially conservative and are avoiding the social media privacy pitfalls of Millennials.
- Personal brands: Unlike Millennials who tended to overshare on social media, young people are managing their presence like a brand; privacy matters and contributes to the popularity of ephemeral social media apps such as Snapchat and Instagram.
- Collaborative: Whether it is in the classroom using Skype with students in another country, playing Club Penguin or team sports in their backyard, Gen Z has learned early in life the importance of collaboration in both local and distributed (or virtual) environments.
Article originally published in azbigmedia.com