Gen Zers

Young people played the social role in interpreting trends. People who born from 1995 to 2010— are true digital natives, exposed to the internet, social networks, and mobile systems. They are called as Gen Zers. This hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.

The research conducted by McKinsey Company reveals four core Gen Z behaviors:

1. this generation’s search for truth.
2. Gen Zers value individual expression and avoid labels. They mobilize themselves for a variety of causes.
3. They believe profoundly in the efficacy of dialogue to solve conflicts and improve the world.
4. Finally, they make decisions and relate to institutions in a highly analytical and pragmatic way.

Such behaviors influence the way Gen Zers view consumption and their relationships with brands:

1. consumption as access rather than possession,
2. consumption as an expression of individual identity,
3. consumption as a matter of ethical concern.

Reference: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies