Today, due to its growing importance, we look at Gen Z. And provide a guide to better understanding Generation Z. We first wrote in-depth about Gen Z in mid-2014. Our last detailed look at Gen Z? November 2019.

Pew Research Center Overview of Generation Z

According to the Pew Research Center, Generation Z consists of those born between 1997 and 2012:

“To keep the Millennial generation analytically meaningful, and to begin looking at what might be unique about the next cohort, Pew Research Center decided in 2018 to use 1996 as the last birth year for Millennials for our future work. Anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial. While anyone born from 1997 to 2012 is part of a new generation (Gen Z).”

We know that the Gen Z segment is huge. In addition, its spending power in the United States alone is approaching  $50 billion per year.

This Pew chart highlights the date ranges of various U.S. generations.

Pew Research Center Overview of Generation Z

A Guide to Better Understanding Generation Z

Recently, Pamela Bump wrote 52 Gen Z Stats Marketers Need to Know in 2020 for HubSpot.. Yes, she unearthed 52 interesting and useful facts about Gen Z. First, she observed the following:

“If you’re interested in testing new marketing strategies that target young adults, you want to learn as much as you can about Generation Z, and what makes them different from past generations. Importantly, you’ll  want to prepare yourself by learning more about the nuances that Gen Z unique. Thus, you’ll also be able to identify successful millennial marketing strategies that could still work on Gen Z. This will help you better scale your strategies to fit Gen Z, rather than completely reshaping your tactics in costly ways.”

Click the image to see all 52 stats described by Bump. Then, review the tips related preparing for Generation Z, shown below.

A Guide to Better Understanding Generation Z

  • “Audit your digital strategy, and see if you’re missing out on any Gen Z-friendly platforms.
  • Embrace video marketing, especially for mobile devices.
  • Make sure your campaigns effectively show how your product provides value.
  • Consider offering discounts, rewards, freemiums, and sales to instantly gratify customers that might be hesitant to pay for your product.
  • Keep track of emerging media strategies and tools in case they become accessible to your marketing team later on.”


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