As the more than 2.4 billion members of Gen Z mature, their unique value system is set to redefine marketing. Many of them have inherited the wisdom of Boomers, the independence of Gen X and the confidence of Millennials, while developing their own “me is we” worldview. Gen Zers see themselves as part of something greater. By accepting and uplifting others, they see themselves rising too.
Understanding what makes these individuals different is quickly becoming essential for marketers: Gen Z is already estimated to influence $143B in spending in the U.S. alone.
This article will focus on Gen Z members age 18–24, those with the most direct spending power, and look at how to effectively connect with this group by embracing its values around inclusivity, curiosity, reciprocity and global unity.
Advancing inclusivity
Gen Z often sees its diversity as an asset—this is the most diverse generation in US history, and its members like seeing representation beyond conventional constructs. In fact, 71% say they would like to see more diversity in advertising. Gen Z’s dedication to embracing all lifestyles influences how it expects to be represented in the media.
Here’s what diversity means to members of Gen Z, in their own words.
“It has to be authentic diversity, not just brand image.”
“It’s a new world. Keep up with the times or get left behind. Everyone wants to and should be included.”
“It’s not so much about representing women and men equally, but destroying our preconceptions of what […]
