GENERATIONAL HIGHLIGHTS OF 2016

“EACH YOUTH GENERATION TRIES TO COMPENSATE FOR WHAT IT PERCEIVES AS THE EXCESSES OF THE GENERATION BEFORE.”

– William Strauss

After much research into Millennials and Gen Z this year, here are the highlights of what we have learnt

Are you ready? 

giphy-13

To recap, Millennials are…

Confident…

giphy-7

Energetic…

giphy-11

And team-oriented…

giphy-12

While Gen Z are…

Fluid…

giphy-19

Cynical…

giphy-9

And demanding

giphy-10

With the rise of smartphones and 4G it’s a very common misconception that Millennials are streaming through newsfeeds because they would prefer to be consuming content and talking to their friends digitally, rather than engaging face-to-face.

giphy-2

If anything, tech is making conversations richer. Millennials are consuming so much content via technology because it is enabling them to have more informed opinions and fuels conversations (both off and online).

giphy1

Millennials are perceived to be needy and extremely self-obsessed, only concerned with the streams of people judging their status updates and selfies.

giphy-5

There is a greater need, however, to “belong” whilst carving out a personal identity amongst this tribe, and so there is a ‘if you can’t beat them, join them attitude’, as opposed to a ‘me, me, me attitude’.

giphy-6

Gen Z aren’t satisfied by material things, the traditional signals of success and happiness no longer apply.

giphy-3

Brands need to plan for a post-materialistic society in which experiences play a far greater role in the lives of consumers than material goods.

giphy-4

While Millennials started businesses and rejected the status quo…

giphy-14

Gen Zs proceed with a little more caution, navigating a world with infinite possibility and inherent risks.

giphy-15

So how to connect with them?

giphy-16

Engineered authenticity is meaningless to Millennials – brands must speak to them in ways that connect with their real, daily experiences.

giphy-24

Gen Z need to be centre-stage in brand conversations. Brands need to actively aid them to craft their identities in the digital space.

giphy-17

giphy-20

Megan Powell, Associate Consultant,

19.12.16