By Kerry Tracy

Perhaps one can attribute it to the great recession but Gen Z is different in many ways from their millennial counterparts.  Many would describe this generation as fiscally responsible, hard-working, competitive and determined.   They are old-souls representing more traditional values and some authors have identified their personas as similar to those of the post-war “greatest generation.”  They value family, personal success and financial security.  And privacy matters more to them.

But unlike America’s greatest generation, Gen Z was born and raised as digital natives and mobile first.   According to Pew Research, 45% of them say that they are online “almost constantly” – that’s almost twice the number as three years ago.   And another 44% say they go online several times a day.  They spend almost twice the time watching videos on YouTube than traditional TV.   A Criteo report claims they spend 11 hours a week their smartphone and stream over 23 hours of video content weekly.  According to certain studies, their average attention span is 8 seconds.

According to Inc. Magazine, Gen Z

  • wants to know they are getting the most for their money:
  • considers if the brand fits their unique identity and/or if the product reflects their own values;
  • crowdsources their purchasing decisions and seeks the opinion of their peers before (and after) buying;
  • Insist that brands make their products or services available in a mobile-friendly and mobile-first fashion; and,
  • wants just-in-time products/services that can be consumed instantly.

62% of Gen Z like ads that provide value according to Criteo. They desire authenticity and engage best with those ads that feel like native content in actual social media feeds.

Kerry is the CEO of Working Media Group. 

Working Media Group is a media planning and buying agency using data, insights and analysis to deliver transformative media solutions.