IT is projected that generation Z will be the world’s largest demographic by the year 2020. PR and marketing communicators must watch this “public” closely to be in step with how to speak their language and win them over their side.
Gen Z, born 1996 and later is the demographic group following generation Y, also known as the millennials. Other names suggested for the group include centennials, igeneration, generation tech, generation wii, net gen and generation edge.
US bank Merrill Lynch describes gen Z as those who grew up with a smartphone in hand, and active social networks engagement is a way of life. They communicate in real time with messages and emoticons and have no memory of a once-disconnected world.
Based on the report of El País, a Spanish publication, gen Z, who are still minors, and the millennials—or generation Y—who are currently between the age of 19 and 35, total approximately 4.4 billion people around the world. According to the same report, both generations will comprise 59 percent of the planet’s population by 2020, with a combined income of $21 trillion (€19 trillion). They represent 35 percent of the global domestic income. Some 88 percent live in emerging markets, 90 percent own a smartphone and by 2025, they will control 47 percent of the world’s funds.
Gen Z behaves differently from millennials. Carat, a media agency, shares these differences:
- Millennials are digital natives, while gen Z are digital intuitives. To millennials, technology is enabling and they get excited by them, while gen Z sees technology as empowering and is excited by what it can do;
- Millennials are motivated by social connectedness, and see the world as theirs for the taking; Gen Zs are motivated by making things happen, and they see the world are theirs to save and change;
- Millennials are socially intelligent, a thinker-inward and celebrate individuality; Gen Zs are emotionally intelligent, doer-outwards, and diversity is their new normal; and
- Millennials have contemporary values and aspirations. They are driven by success. Gen Zs have traditional values and aspirations, and are driven by experience and meaning.
Martin Sorrell, CEO of the advertising group WPP, said, “Gen Zs tend to share their own images. Sending files on Snapchat and posting pictures on Instagram is the best way to connect with them and discover their interests. Gen Zs’ attitude toward Snapchat is completely different than Facebook, which illustrates the generational change.”
The New York Times declared that “centennials’ attention span is very short, and they bounce promptly among their smartphones, tablets and computers, and with very low tolerance for traditional advertising. They are used to sensory overload, so they need much less time to filter through information.”
Publicis, a multinational communications agency brand, estimates that gen Zs’ attention span is just eight seconds, while millennials can concentrate for about 12 seconds. As reported in its internal communication, “To reach gen Zs effectively, you’ll need to communicate like they communicate. Gen Zs expect to receive short and frequent messages, so you must deliver messages frequently and easily [both easier to understand and easier to digest]. With gen Zs using a more intuitive, visual language than older generations [think emojis], you’ll also need to think about communicating through images.”
From an Asian and perhaps Philippine context, gen Zs reveal these collective values:
- They are grounded and know the limits and constraints of the world around them—they have realistic expectations of themselves, others and how the world works;
- They are more practical and less uncompromising; and are skillful in overcoming the angst of life, fast. Gen Zs have their own life strategy;
- They demonstrate a vigorous disregard for the current state-of-affairs. Gen Zs have the resourcefulness to find ways to support their causes and point of views. They are always open to new ways to express individuality;
- They prefer to walk the talk rather than just talk. They have grown up during a time of economic uncertainty, and are more than aware that hard work is the key to success;
- They engage in straight talk and no-nonsense conversations. At home in using eight-second filter for overcoming meaningless social noise and exercises the ability to express itself in bite-sized motion pictures;
- They promote win-win relationships. Gen Zs can be defined as the “pluralist generation.” They have conviction in diverse races and religions and believe people are capable of co-existence;
- They are paranoid about privacy. Gen Zs have the practical intelligence to only confide in things that eventually self-destruct. They are always connected, but never live life openly; and
- Gen Zs have the ingenuity to improve and be the example of the life that promotes care for people and the planet. Gen Zs understand at a relatively young age that everyone is essentially the same regardless of location, creed, gender, race or background.
Denise Villa, PhD, CEO and cofounder, Center for Generational Kinetics, said, “Gen Z has arrived, and they’re different from millennials.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier organization for PR professionals around the world. Bong R. Osorio is a communications consultant of ABS-CBN Corp., SkyCable, Dentsu-Aegis Network, government projects among others, after retiring as vice president and head of the Corporate Communications Division of ABS-CBN.
We are devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.