Brands have just started to get used to millennials , also known as Generation Y, those young people born in the 80s (and expanding their hand a bit in the early 90s) who were raised in economic boom times, were highly trained and educated and when they reached sample telephone number in philippines adulthood they found themselves faced with the greatest economic crisis in remembrance. They came to her converted into consumers (those who had to seduce brands) and with values completely different from those of previous generations. But when the millennials began to be – more or less – understood, a new name appeared in the environment. Generation Z has arrived , made up of those born after 1995 , and which has a different composition of values than what brands and companies knew from those who until now were their youngest consumers.
Generation Z is different from the previous generation, their older brothers, and much more than the previous generation, their parents, because they have grown up in a completely different environment. They were raised in the years of the global economic crisis and before that when they were dominated by the threat of global terrorism. In the United States, for example, it stands out that it is the generation raised in the shadow of 9/11. They have seen and learned that traditional decisions do not always win, as a study by Sparks & Honey showed . One of the points where they differ the most is in job aspirations, which shows not only the generational change but also the need to speak to them differently. The job expectations of one and the other are strongly different, as shown by a recent study by Millennial Branding and Randstad. ” They look like being more realistic rather than optimistic, are more career oriented and can adapt more effectively to technological changes in the workplace , ” says Dan Schawbel, Millennial Branding, as collected Inc . “Plus, since Gen Z has seen what Gen Y has suffered during the recession, they come to work better prepared, less qualified, and more equipped for success.”
How are Gen Z in the workplace? They have more entrepreneurial spirit (the number of people who want to own their own company among those born after 1995 is higher than that of the previous generation) although they surprisingly admire the previous generation. They consider themselves to be creative, open-minded and intelligent (millennials think of them as lazy). Although they are technology users, they prefer the relationship in person. And about their relationship with the company, they will not be Forex Email List loyal to them for life (they, like millennials, bet on varied careers) and what they value most about their bosses is that they are honest. Added to this is that they are especially motivated in their studies and feel that they are more focused than millennials when it comes to directing their academic curriculum.
They already have weight in purchasing decisions For brands, millennials are a big question because they don’t understand very well what they are like and what they are looking for. You just have to see the headlines and the focus that traditional media – and those run by previous generations – give to the news in which they try to analyze them. What if the spoiled generation , what if they are evil ? They all live with those who announce that millennials are going to change the world (and even save it!). The truth is that the generation is neither better nor worse than the previous ones (although it is objectively the one that is better prepared and the one with a greater number of trained individuals), just different. You can always take the Pew Research test to find out how much millennial you are to understand it. What millennials value in their lives are different things: they are creative, idealistic, they do not give as much importance to money as to happiness (hence they can change jobs, to the horror of their parents, because they are not happy) and they are very critics according to what social rules. They are the ones behind the changes in policy (as happened with 15M or Occupy), although – accuse analysts – they have not been consistent or dedicated enough to make all of this permanent.
For brands, millennials are a new world with totally different challenges. They prefer to live in cities rather than go to residential neighborhoods, they expect brands to cover completely subjective needs for them (they look for brands to love, not brands that give them a specific service as their parents did) and they add to the decision points of buys elements such as the origin of the product, its manufacture or that are respectful with the environment and with society. Businesses had to switch back and forth and face all these dilemmas, especially since this generational group was the largest market they had ever had. In their approach to generation Z they will not have to wait that long: they already have weight in purchasing decisions, even though they are still teenagers. The 75% of the members of Generation Z and influences buying decisions vacation from their parents and 35% accompanies to comment when it comes to buying furniture for home. They buy more online than previous generations and are much more concerned with information. They learn more about the topics that mark the news agenda, but also about any other topic. Some of the things brands had to learn for millennials will now work for their little siblings. They are also very concerned about the impact of man on the planet and what can be done to improve society. In fact, 26% carry out volunteer actions. Furthermore, in the face of millennials, Gen Z considers themselves fundamentally responsible, so approaching them by highlighting the idea of being a free spirit will not be as successful as with their predecessors.