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Move over, Millennials: Generation Z is changing the consumer landscape
Journal of Brand Strategy,
5
(3),
245-249
(2016)
Abstract
For years, brands have been focusing on Millennials, but a new generation is here and they are already changing the consumer landscape: Generation Z (or Gen Z). This paper looks at who Gen Z is, what they value and how they differ from the previous generation. The oldest members of Gen Z are in college and about to enter the workplace, the youngest are still in middle school. This is the generation that grew up with Amazon and Netflix and information at their fingertips. They are savvy consumers and do not trust brands. When it comes to advertising, they like it real — real people who look like them and not airbrushed perfection. As for customer services, they like it personalised and efficient. They expect companies to use the most up-to-the-minute data to customise their shopping and buying experience, both online and offline. Earning their loyalty will be a challenge, and brands will need to rethink their marketing strategies.
Keywords: Generation Z; Millennials; social media influencers; YouTube; Coca-Cola; Barbie; Dell
The full article is available to subscribers to the journal.
Author's Biography
Jamie Gutfreund leads Wunderman’s global marketing and communications initiatives. Partnering with Wunderman’s leadership team, she is responsible for building innovative programmes to drive global awareness of the company’s unique blend of data and creativity. Over 20 years, she has served as a dynamic and motivating business catalyst. Most recently, she was Chief Marketing Officer for Deep Focus, where she managed the marketing and communications efforts for the global digital agency. She was also responsible for the ongoing development and expansion of the Cassandra Report, the leading syndicated research study of young consumers. A frequent public speaker, her commentary on youth culture and Millennial marketing strategies has aired on CNBC and can be found in such publications as Adweek, Forbes and The Wall Street Journal. She also has been a featured speaker at conferences, including the Milken Institute Global Conference, Future of StoryTelling and the Berggruen Institute Global Conference.
