{"id":26410,"date":"2023-01-01T08:49:44","date_gmt":"2023-01-01T13:49:44","guid":{"rendered":"https:\/\/www.spreadshop.com\/blog\/?p=26410"},"modified":"2023-01-19T08:57:50","modified_gmt":"2023-01-19T13:57:50","slug":"generation-z-marketing","status":"publish","type":"post","link":"https:\/\/www.spreadshop.com\/blog\/2023\/01\/01\/generation-z-marketing\/","title":{"rendered":"Generation Z Marketing"},"content":{"rendered":"

The golden child of marketing<\/em> \u2013 i.e. the most noticed generation at the moment \u2013 is Generation Z, also known as Gen Z, Generation Greta, iGeneration or just Zoomers<\/strong>. Quite astonishingly so, because quite a few zoomers still live on the pocket money given to them! Curious as to why this is? Read on to learn everything you need to know for your successful Generation Z marketing.<\/p>\n

How did Generation Z grow up?<\/h2>\n

When the first of their generation were born, Microsoft just released its new operating system Win95, Nokia issued the first mass-produced smartphone and Amazon went online as an online book shop. Yes, that\u2019s right \u2013 only books on Amazon back then.<\/p>\n

As Gen Z grew up, they experienced a fully digitized and globalized world <\/strong>for as long as they can remember.<\/p>\n

In the western hemisphere, this generation grew up in economically stable conditions. <\/strong>However, <\/strong>the world around them became increasingly extreme<\/strong>. Climate change unsettled this generation, as did the negative consequences of globalization and divisionism in politics.<\/p>\n

Who belongs to Generation Z?<\/h2>\n
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Generation Z follows Millennials (also known as Generation Y) and, depending on the definition, includes those born between 1995 and 2009<\/strong>.<\/p>\n

How many of Generation Z are there in society?<\/h2>\n

Generation Z currently makes up around 22% of the US population. <\/strong>In just over a decade, they will account for more than a third of <\/strong>all consumers worldwide<\/strong>. The proportion of those earning and spending their own money is growing by the day.<\/p>\n

Who are the parents of Generation Z?<\/h2>\n

Most Gen Zs are descended from Generation X<\/strong>. Their parents would have been born between 1965 and 1979<\/strong>, meaning that zoomers grew up in relative economic and political security \u2013 at least in the western hemisphere.<\/p>\n

Psychologically, this generation is torn between a search for meaning and an exuberant mood, which can be seen by their strive for more sustainability<\/strong>, rising divorce rates and an increasing individualization of society<\/strong>.<\/p>\n

While their parent Generation X <\/strong>were still on the road without seat belts and bike helmets<\/strong>, they offer their own Gen Z children a life full of convenience, safety, and individual support. Most of those born after 1995 grew up comparatively well-protected.<\/p>\n

What went on politically between 2010 and 2020?<\/h2>\n
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Arab Spring and War in Syria<\/h3>\n

The hopeful beginning of the “Arab Spring” in 2010 quickly turned into a civil war in Syria and then into a global proxy war that is still going on today. Bombed-out cities, desperate people and destroyed cultural assets<\/strong>, Generation Z knows no other picture of the once-glorious Syrian empire.<\/p>\n

Refugee crisis<\/h3>\n

As of 2022, some 14 million people seeking protection <\/strong>have been displaced from Syria and emigrated abroad. In some countries this huge number \u2013 Turkey alone received close to 4 million refugees \u2013 caused social issues. This in turn has led to many Generation Z kids to take a clear stance against xenophobia, e.g. by wearing T-shirts with the inscription “Refugees Welcome<\/a>“.<\/p>\n

Terrorist attacks<\/h3>\n

Paris, Brussels, Munich, Berlin… at the height of the refugee crisis, 2015 and 2016 saw an increase in Islamist-motivated terrorist attacks in the middle of Europe<\/strong>. The feeling of living in a safe geographical zone diminished.<\/p>\n

Fridays for Future<\/h3>\n

It all started on August 20, 2018. Instead of going to school, Greta Thunberg went on strike for the climate<\/strong>. The rest is history. People between 14 and 29 worry about<\/strong> climate change more than anything else<\/strong>.<\/p>\n

Corona Pandemic<\/h3>\n

The Covid19 shock hit Generation Z particularly hard, as they couldn\u2019t freely exercise what generations before them had taken for granted: the right to party<\/strong>, and the knock-on effects are still being felt today. It presented the generation with huge challenges to realign their lives, their relationships, and their educational and professional careers. “Lost<\/strong>” \u2013 youth word of the year in Germany in 2020 \u2013 sums up the general feeling of being lost <\/strong>in a world that has lost its appeal.<\/p>\n

What were technological inventions between 2010 and 2020?<\/h2>\n
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iPad<\/h3>\n

When the iPad was launched in 2010, some celebrated its minimalism, while others wished it had a USB port. In the end, Apple’s first tablet was a huge success and showed the world the future of portable electronics: ergonomic, lightweight, <\/strong>and super easy to use<\/strong>.<\/p>\n

Internet of Things<\/h3>\n

We’ve been talking about the Internet of Things (IoT) since 1999. Since 2010 at the latest, we’ve been experiencing it in our everyday lives: blinds automatically rolling up and down at a certain minute of the day, smartphone-controlled lawn mowers, kids taking digi-pics with their drones that get posted online straight away. Every device is Internet-enabled<\/strong>, everything communicates with everything else.<\/p>\n

Digital transformation<\/h3>\n

Camera, analog TV, typewriter: most Gen Zs have just seen the pictures. Since 2010, most devices have been running digitally, images displayed on flat screens so rich in detail that you can zoom in to spots invisible to the naked eye. That\u2019s why digital communication with Gen Z<\/strong> is based on speed.<\/p>\n

Birth of social media<\/h3>\n

Their childhood was also the birth of social media giants like Facebook (2004), Twitter (2006) and Instagram (2010). No other generation is as active on social media <\/strong>as Gen Z. People under the age of 27 spend a large part of their social lives in chat rooms and on timelines. It’s over two hours per day.<\/p>\n

Mars landing<\/h3>\n

Since 2018, Mars is no longer a no (hu)man’s land. <\/em>Nasa’s InSight lander landed on the red planet on November 26 after a 500 million kilometer journey. Since then anything is conceivable<\/strong>: for example, that SpaceX founder Elon Musk is fully intend on putting a million people on Mars by 2074.<\/p>\n

What children’s movies did Generation Z watch?<\/h2>\n

Shrek – The Daredevil Hero<\/h3>\n

The success of the DreamWorks film Shrek shows us that Eddy Murphy can sing, and monsters are only human.<\/p>\n

Finding Nemo<\/h3>\n

Grumpy mammoths (Ice Age, 2002) anxious giraffes (Madagascar, 2005) and forgetful surgeon fish: in the 2000s, many quirky animals made their grand appearance in the cinema.<\/p>\n

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Harry Potter<\/h3>\n

No other series of novels for young people shaped the noughties more than J.K. Rowling’s Harry Potter series. Magic, courage, and friendship \u2013 Harry’s adventures had millions of people in its thralls around the world.<\/p>\n

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Kung Fu Panda<\/h3>\n

How could you not love the friendly, dumpling-eating panda with the worried goose of a father? Eastern philosophy meets exciting adventure in three films (2008, 2011 and 2016).<\/p>\n

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What was the youth of Generation Z like?<\/h2>\n

Generation Z has more choices than any generation ever had: education, job, lifestyle, place of residence. At the same time, many suffer from the lack of certainties <\/strong>and are afraid of climate change, social injustice or even being manipulated online.<\/p>\n

The lives of Gen Z take place online to a large degree. Love, friendship, shopping, work, leisure time \u2013 everything happens online<\/strong>. It’s clear that a lot of things there are “fake” or influenced by advertising. This generation is very much used to question things. They want to be addressed honestly, with clear words and in a language they understand.<\/p>\n

How do you speak? Youth language of Generation Z<\/h3>\n
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Boujee: Someone who tries to look boujee tries to come across better economically. A girl donning a purse that costs more than she can earn in a week comes across boujee.<\/p>\n

Bop: A zoomer who likes a tune will call it bop. Sounds bop.<\/p>\n

Drag: If someone\u2019s dragging you, they\u2019re disrespect you online, usually by poking fun at you.<\/p>\n

Drip: Someone who impresses with their style and exudes coolness. Like the way Billie Eilish dresses, absolute drip.<\/p>\n

Fire: \u201cI went to see Imagine Dragons last night. Best band ever. That gig was just fire. Absolutely fire.\u201d<\/p>\n

Lit: If a Zoomer uses the word lit, something truly awesome must have happened. Use it instead of really or very, and you\u2019re doing lit great.<\/p>\n

Salty: If someone is salty, you\u2019ve probably ruffled their feathers to make them feel a bit angry, usually caused by a little annoyance.<\/p>\n

Tea: When you spill the tea, you share the latest gossip. So when you\u2019re in the mood for tea, you\u2019re invited for a good old chin-wag \u2013 but Gen Z style.<\/p>\n

Thirst Trap: When you\u2019re on a social-media channel and see a post intended to provide a sexual stimulus, it\u2019s designed to quench the thirst of a lusty observer. The term has been around for a while and is well established.<\/p>\n

Wig: If something is so awesome that it blows your mind uhum wig, you may as well just use this one word to express your amazement.<\/p>\n

What is Generation Z dancing to?<\/h3>\n

The CD player was abolished long ago with the last Amy Winehouse CD. Since then, Gen Z <\/strong>has been discovering music digitally<\/strong>, e.g. on TikTok or Spotify. The music magazine “Billbord” attributes to TikTok an influence on the music industry similar to that of MTV in the 1990s.<\/p>\n

In addition to electronic music and rap, Gen Z also celebrates bands from the 1980s, 90s and 2000s.<\/p>\n

These 5 songs will drive (almost) every Gen Z kid to the dance floor:<\/strong><\/p>\n