1. Gen Z is more global
Millennials were considered the first "global" generation with the rise of the internet, but as more of the world came online, Gen Z became even more global in its thinking, interactions, and connections. 58% of adults worldwide over the age of 35 agree that "children today have more in common with peers from around the world than with adults in their own country." Diversity will be an expectation of Gen Z.
When people were asked, "Would you call yourself addicted to digital devices? (computer, smartphone, etc.)", it can be concluded that Gen Z is 25% more likely than Millennials to say they are addicted to their digital devices.
Gen Z is the generation that grew up with technology, so it's no surprise that they find it hard to function without electronic devices. If this younger generation keeps using their phones or other devices constantly and stops watching live TV, there will be huge changes in advertising methods and marketing messages.
2. Gen Z is focused on individuality
In fact, nearly 92% of Gen Z members have a digital footprint. Likely thanks to the celebrities and media they follow, Gen Z seeks uniqueness in all areas of life, mainly through the brands they engage with, future employers, etc.
3. Gen Z is more entrepreneurial
According to marketing strategist Deep Patel, "the newly emerging high-tech and highly connected world has led an entire generation to think and act more entrepreneurially." Gen Z wants a more independent work environment. In fact, 72% of teenagers say they want to start a business one day.
4. Opportunities
A generation resistant to advertising?
Millennials care more about prices than Gen Z members do, influenced by the fact that they came of age during a recession.
67% of Millennials surveyed said they prefer to go to a website to get a coupon, while only 46% of those surveyed in the Gen Z group said they would do the same.
Millennials are also more likely to click on ads; 71% of Millennials in a recent survey said they had followed an online ad before making a purchase, but only 59% of Gen Z said the same.
5. Focus
Short attention span and Snapchat
Constant improvement is essential today. It is Gen Z that lives in a world of continuous updates. In addition, they process information faster than other generations thanks to apps like Snapchat and Vine. As a result, their attention may be much more scattered than that of Millennials.
Summary
Gen Z differs from Millennials in five key areas: it is more global, values individuality, is more entrepreneurial, is less price-sensitive, and operates in a world of constant stimuli. For marketers, it is important that Gen Z is less likely to click on ads and hunt for coupons, and more likely to expect authenticity and unique experiences, which requires new communication strategies.
Interestingly, as many as 72% of teenagers think about starting their own company, which suggests that the future labor market may look completely different – with a greater emphasis on freelancing and independent projects.
