Millennials, millennials, millennials. That’s all we’ve been hearing for the past five years, but now it’s time to obsess over a new generation: Generation Z. Those born between 1995 and the early 2000s fall under this “post-millennial” category. They have unique characteristics like being natives to technology, having a shorter attention span, and paying close attention to diversity. But, no one’s quite sure what they’re like as adults yet. So, why should you care?
Millennials do make up the largest portion of the job market today, but they won’t hold that spot forever. Gen Z is expected to make up 33 percent of the US population by 2020 and according to Barkley, they already hold “up to $143 billion in buying power.” Whether they’re spending on new apps or diversity nonprofits, this is a huge window of opportunity for marketers.
Every new generation in the marketplace forces marketers to do their job differently. This time, we need more digital content than ever. We need content that is more "snackable" than ever. We need content that caters to the unique needs of the up-and-coming generation. Advertisements, owned media, campaigns - you name it - it has to be designed with the new generation in mind if you’re looking for longevity.
Let’s say your client wants a campaign that targets young adults. How long do you think it’ll take to launch that campaign? One year? Two years? If you answered either of those or higher, you should be paying close attention to the ideals and beliefs of Gen Z now. Their influence is taking over faster than you think, and it’s different from any generation before. To get a closer look at who they are, how they differ from millennials and how to sell to them, check out our Generation Z series.