Introducing Gen Z
THE FOUR GENERATION WORKFORCE:
The search for the TRUTH is at the root of all Generation Z’s behavior.
Gen Zers see the self as a place to experiment, test and change. They don’t want to be defined by one stereotype. Instead, they experiment with different ways of being themselves and shape their individual identities over time.
66% will agree to join someone who thinks differently if there is a shared cause. 81% will stop buying brands and spread the word about companies whose campaigns they regarded as macho.
Gen Zers value online communities because they allow people of different economic circumstances to connect and mobilize around causes and interests. 52% of Gen Zers think it’s natural for every individual to belong to different groups (compared with 45% of the people in other generations), and Gen Zers have no problem with moving between groups.
Gen Zers believe in the importance of dialogue and accept differences of opinion with the institutions in which they participate and with their own families. 49% say it is necessary to break with the system to change the world. Members of this generation tend to believe that change must come from dialogue.
Raised at a time of global economic stress, Gen Z can be described as a generation of self-learners that are more pragmatic and analytical about their decisions than members of previous generations were. 65% of Gen Zers say they particularly value knowing what is going on around them and being in control.
As “digital natives”, this group accesses and evaluates a broad range of information before making a purchase. Not only do they analyze what they buy but they also analyze the very act of consuming. That analysis includes finding companies that allow them to connect around a brand. For example, when buying new accounting software, they want to purchase a specific product but also have access to other technology, coaching and communities of like-minded consumers*. And this collected information impacts other consumers. 70% of Gen Zers said they influence family purchase decisions.
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