New data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more. This exclusive report also reveals important differences between Millennials and Generation Z.
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Everything Marketers Need to Know About Generation Z
1. Everything
Marketers
Need to
Know About
Generation Z
New data on Gen Z attitudes on
media consumption, travel, financial
services, health care, retail and more
By Vision Critical
With research by Maru/VCR&C
Learn the differences between
Millennials and Generation Z
(Turn to page 31)
2. Generation Z, the cohort born
after 1995, is sneaking up fast
on the consumer marketplace.
While they’re still mostly
kids and teens, Generation
Z’s eldest members are now
21 years of age and already
stepping into the spotlight.
3. In the U.S. alone,
there are roughly
65 million
Gen Zers
5. But as Generation Z
enters its prime,
many companies have
yet to prepare for
this cohort’s arrival.
6. The impact of Millennials on every
industry is why Vision Critical,
in partnership with the insights
consultancy MARU/VCR&C, embarked
on a project to speak directly to
Generation Z.
The resulting report, The
Everything Guide to Generation Z, is
comprehensive and full of surprises.
It will help marketers engage
Generation Z now and in the future.
7. Here’s a look at the
report’s top findings.
DOWNLOAD THE FULL
REPORT FOR DETAILS
9. 88% OF #GENZ ARE OPTIMISTIC ABOUT THEIR FUTURE
We asked:
Are you
optimistic
about the
following?
My own
personal
future
The future
of my children
The U.S
economy
The world
economy
The
environment 58%52% 60% 54%
86% 74%88% 78%
64% 54%66% 58%
55% 46%50% 43%
54% 36%46% 32%
Gen Z BoomersGen XMillennials
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13. We asked:
What do you
subscribe to?
Pandora
Netflix
Spotify
Cable TV
Amazon
Prime
Satellite TV
55%44% 35% 14%
68%
35%
38%
17%
71%
26%
24%
2%
62% 58%58% 49%
49% 35%37% 25%
36% 20%27% 32%
Gen Z BoomersGen XMillennials
71% OF #GENZ ARE SUBSCRIBED TO NETFLIX; 26% ARE
SUBSCRIBED TO SPOTIFY
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15. We asked:
What do you
think of ads?
42% 35%
77% 65%80%77%
61% 66%77%67%
53%42%
68% 69%75%69%
Appreciate
when ads are
done well
Actively tune
out ads
Seek out ads
before buying
something
Ads are
disruptive
Gen Z BoomersGen XMillennials
69% OF #GENZ THINK ADS ARE DISRUPTIVE
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19. Cover monthly
expenses
Save money
for a rainy day
Pay off loans
Retire one day
Buy whatever
I want
(within reason)
Own a house
We asked:
Are you
confident
you’ll be
able to...
57% 85%
72% 82%
84% 87%
57% 64%
93%92%
73% 75%87%84%
85%84%
77%83%
74%79%
85%89% 75% 83%
Gen Z BoomersGen XMillennials
89% OF #GENZ ARE CONFIDENT THEY’LL BE ABLE TO OWN A
HOUSE SOMEDAY—MORE THAN ANY OTHER GENERATION
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21. We asked:
How much do
you trust
financial
services
companies
and financal
institutions?
53% 62%
28% 22%
12% 10%
24%22%
24%13%
47%60%
7% 6%5%5%
Not very
trusting
Very
trusting
Somewhat
trusting
Not at all
trusting
Gen Z BoomersGen XMillennials
60% OF #GENZ ARE ‘SOMEWHAT TRUSTING’ OF FINANCIAL
INSTITUTIONS; 13% ARE ‘VERY TRUSTING’
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23. We asked:
When it comes
to health and
nutrition,
where do
you get your
information?
Websites,
blogs
News on TV
(online or
offline)
Google
searches
Doctor, Nurse,
Pharmacist
Family and
friends
44% 30%32% 17%
31% 29%25% 37%
58% 50%50% 33%
46%44% 51% 71%
47% 37%66% 32%
Gen Z BoomersGen XMillennials
66% OF #GENZ TURN TO FAMILY AND FRIENDS FOR NUTRITION
AND HEALTH INFO
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25. We asked:
How import-
ant is it that
products are...
Aligned
with my
beliefs
High
quality
Fashionable
designs
Classic
designs
Functional
Good
looking
66% 68%
93% 99%94%91%
71%70%
90% 97%93%90%
51% 35%65%67%
64% 63%66%62%
90% 82%90%93%
Gen Z BoomersGen XMillennials
93% OF #GENZ LOOK FOR PRODUCTS THAT LOOK GOOD;
91% LOOK FOR FUNCTIONAL GOODS
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27. 41%34% 23% 30%
83%
24%
79%
7%
86%
12%
68%
-%
52% 37%52% 45%
33% 38%28% 39%
31% 21%27% 16%
Motels
Camping
Hotels
Vacation
rental
With family &
friends
Airbnb
We asked:
Where do you
prefer to stay?
Gen Z BoomersGen XMillennials
Gen Z BoomersGen XMillennials
86% OF #GENZ PREFER TO STAY IN HOTELS; ONLY 12%
PREFER AIRBNB
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29. We asked:
When it
comes to your
ideal job,
what matters
to you most?
26%32% 20% 30%
54%
25%
52%
37%
65%
19%
49%
38%
47% 36%38% 39%
37% 35%27% 29%
17% 18%23% 12%
Salary
Work–life
balance
Having
impact
Medical
benefits
Making a
difference
Job security
Gen Z BoomersGen XMillennials
WHILE WORK-LIFE BALANCE MATTERS TO 47% OF
#MILLENNIALS, ONLY 38% OF #GENZ CARE ABOUT IT
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31. 1980–1995 1995–present
Net Generation,
Me Generation
iGen, Millennials on
Steroids, Snapchat
Generation
Lena Dunham,
Kanye,
Michael Phelps
Katniss Everdeen,
Pewdie Pie,
Katie Ledecky
That they’re entitled and
need constant feedback
and coddling
That they learned to swipe
(a screen) before they
learned to speak
Millennials Generation Zvs.
Appeared
Nicknames
Role models
Stereotype
they’re
sick of hearing
TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS,
GO TO WWW.VISIONCRITICAL.COM/RESOURCES
32. Not really—37%
purchased something over
mobile in the last
six months
Yes—53% purchased
something over mobile
in the last six months
Yes—63%
prefer
organic
products
Somewhat—only 47%
prefer organic products
Somewhat—
54% prioritize
salary
Definitely—
65% prioritize
salary
Moving up the ladder,
bringing in the vote,
waiting for Boomers to
leave them a $30-trillion
collective inheritance
Ready to conquer the
world—provided there’s
high-speed connectivity
Millennials Generation Zvs.
A threat to
retailers?
A threat to
CPG?
On the money
train
Prospects
Millennials Generation Zvs.
TO SEE MORE OF THIS INFOGRAPHIC WITH MORE STATS,
GO TO WWW.VISIONCRITICAL.COM/RESOURCES
33. DOWNLOAD E-BOOK
Though they’re following
in the footsteps of
Millennials before them,
Generation Z is a distinct
and unique cohort with
its own set of values,
concerns and behaviors.