Who Is Gen Z?

While specialists and experts are still discussing the top age of the Generation Z population—some say it starts in the mid 1990s and goes to the present day, while others say from the mid 2000s to the present day—they all agree that this is the most diverse generation in the history of United States. According to a recent article published by Ad Age, GenZ currently looks like this:

  • 55% are Caucasian
  • 24% are Hispanic
  • 14% are African-American
  • 4% are Asian

Besides being the most multicultural generation, GenZers are currently the biggest demographic group, representing 25.9% of the U.S. population, meaning a very promising long-term opportunity for products and brands to engage with this consumer.

Wondering how to engage GenZers with your brand?

“Millennialls embraced digital, GenZers were born digital,” says Ann Mack, Manager of Global Content and Consumer Insights at Facebook. She recently presented research conducted by Crowd DNA for Facebook, during the iMedia Summit in Palos Verdes, California. The study, focused on 13-to-24 years old across 13 countries, shows that online is the new mall regarding places to hang-out with friends, and FOBO—fear of being offline—is the new FOMO: 73% of young people in the U.S. say that they can’t leave their house without their mobile phone.

The study highlights that although this group has a lot of similarities, they are still very different, what we at Dieste call “diversity within diversity.” The Facebook study breaks the 13- to 24-year-old group into three sub-groups: optimists (13-15), explorers (16-19), and realists (20-24).

Mack finished her presentation sharing four great tips for marketers and brands to remember when developing a communication platform focused on this demographic:

  1. Create a surround-sound experience with integrated experiences across screens.
  2. Make it mobile first.
  3. Speak visually.
  4. Treat them as individuals.

Want to know more about minority-majority consumers and how to capture their attention? Check out Dieste’s Provoke Daily posts to learn more about multicultural consumers, trends and insights.