Engaging Generation Z: Marketing to a New Brand of Consumer

Opinion: Gen-Zers fragment and focus their social media time

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Generation Z is widely recognized as the next consumer powerhouse. Now all 22 or younger, Gen-Zers are expected to account for about 40 percent of all consumers by 2020.

That’s a lot of emerging shoppers. It won’t be long before understanding the Gen-Z perspective will be a key to marketing success.

Research already points to some fundamental differences between Gen-Zers and their generational predecessors, the millennials. Influenced by their awareness of terrorism and the Great Recession, Gen-Zers are more interested in participating in social activism and working for their success.

Another significant difference is Gen Z’s multifaceted approach to social media.

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