generation z on fire by ctr
TRANSCRIPT
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GEN Z IS ABOUT TO CHANGE THE WORLD AND
SET IT ON
FIRE!
www.CTRConsultingServices.com
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GET READY FOR
By Andre S. Harris, Culture Transformation Resources, LLC
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LET’S TALK ABOUT GENERATION Z. HERE’S WHAT WE KNOW…
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THERE IS A POPULATION TSUNAMI APPROACHING.
Tradi&onalists,(70+),10%,
Boomers (51-69)
24%
Gen,X,(36950),15%,
Gen,Y,(20935),25%,
Gen Z,(<19),
26%
Source: US Census Bureau, 2012 (via Mintel 2014) and Randsta
361,000 approximate number of babies
born in the world each day. More than a quarter of America’s
population belongs to
Gen Z, and with each birth, the segment
is growing.
23 Million Gen Zs born between 1995 and
2010
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A GENERATION WITH DISPOSABLE INCOME.
Source: Mintel 2013 “Activities of kids and teens.”
361,000 approximate number of babies
born in the world each day.
More than a quarter of America’s population belongs to
Gen Z, and with each birth, the segment
is growing.
Gen Z receive $16.90 per week in allowance which translates to
$44 billion a year
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THEY INFLUENCE HOUSEHOLD PURCHASES.
Source: JWT Intelligence 2012
361,000 approximate number of babies
born in the world each day.
More than a quarter of America’s population belongs to
Gen Z, and with each birth, the segment
is growing. TV 60%
CELL PHONE 55%
COMPUTER 52%
HOME FURNISHING 32%
FAMILY CARS 29%
TOYS 84%
APPAREL 74%
THE WEEK’S DINNER MENU 73%
ENTERTAINMENT 69%
FAMILY VACATION 65%
Percentage of moms who feel their Gen Z child is influential when purchasing the following…
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THEY ARE EAGER TO START WORKING.
Source: “High School Careers” study by Millennial Branding and internships.com
55% of high school students feel
pressured by their parents to gain early professional
experience. 4 in 5
high school students believe they are more driven than their
peers.
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GEN Zs INTEND TO CHANGE THE WORLD.
Source: Department of Labor 2013
26% of 16-18 year olds are currently volunteering.
Social listening reveals that Gen Z are determined to
“make a difference”
and “make an impact.” Social entrepreneurship is one of the most popular career choices.
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THIS IS WHAT MILLENNIALS STARTED…
Social listening reveals that Gen Z are determined to
“make a difference”
and “make an impact.” Social entrepreneurship is one of the most popular career choices.
Mark Zuckerberg Fame Age: 20
Profession: Internet Entrepreneur
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THIS IS HOW GEN Z TOOK OVER…
Thomas’ TED Talk in 2011 received over
1.3 million views.
Thomas Suarez Fame Age: 12
Profession: App Developer
and Innovator
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THIS IS THE NEW NORM FOR GEN Z.
Logan Laplante Fame Age: 13
Profession: Advocate for DIY Education
Logan’s TED Talk in 2013, “Hackschooling
Makes Me Happy,” has received over
7.7 million views.
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WHAT WE KNOW ABOUT GEN Z.
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WHAT MADE THEM WHO THEY ARE?
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GROWING UP IN A POST 9/11 WORLD DURING A RECESSION.
1 in 4 American children
are living in poverty.
73% of American were
personally affected by the Great Recession.
Gen Z Were developing their
personalities and life skills in a socio-economic
environment marked by chaos, uncertainty, volatility
and complexity.
Blockbusters like The Hunger Games and
Divergent depict teens being slaughtered. No
wonder Gen Z developed coping mechanisms and a
certain resourcefulness.
Source: Rutgers 2013, Annie E. Casey Foundation 2013
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30% of high school students today
are pushing out their graduation date.
Gen Z Witnessed the struggles
of Millennials (think: older sibs, many still living at
home), and have resolved to do things differently.
Source: Rutgers 2013, Annie E. Casey Foundation 2013
THEY LEARNED THAT TRADITIONAL CHOICES DON’T GUARANTEE SUCCESS.
Source: Report from Education Week via The Atlantic
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GEN Z were raised in an
American education system that focused on
mainstreaming and classroom diversity.
As a result, they are collaborative team players
where everyone is equal to winning and losing.
Source: Rutgers 2013, Annie E. Casey Foundation 2013
THEIR EDUCATION SYSTEM FOCUSED ON INCLUSIVE CLASSROOMS AND DIFFERENTIATED INSTRUCTION.
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NATURE VS. NURTURE: GEN Z HAD A UNIQUE CHILDHOOD.
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+400% Increase in multiracial marriages (Black and
White) in the last 30 years (with a 1,000% increase in Asian-White marriages).
MODERN FAMILIES COME IN ALL COLORS AND SIZES.
Multiracial children is the fastest growing youth group in the US.
+50% Increase in multiracial youth population since
2000 (to 4.2 million).
Source: Census: “The two or more races population: 2010 Census Brief”
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-1.5% Decrease in the caucasian 6-17 year-old population
is projected by 2018.
GREATER DIVERSITY AMONGST TEENS AND TWEENS.
Research shows that multiracial children tend to be high achievers with a strong sense of self and adaptability to change.
+7.6% Projected increase in the Hispanic teens population over the next five years,
the fastest growing population in the US.
Source: Mintel “Activities of kids and teens – US – November 2013
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TRADITIONAL GENDER ROLES HAVE BEEN CHALLENGED.
Source: GoldieBlox.com
Gender roles
And norms are blurring, which may make it harder
for Gen Z to find mates and maintain households when
they become adults.
Self-identity
is less constructed by gender than for past
generations.
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With studies showing the adverse effects of
HELICOPTER parenting, parents of Gen Z have been discouraged from
MOLLYCODDLING. As a result, Gen Z have been
given more space than Millennials, accessing
answers and inspiration on the Internet, and are more self-directed.
PARENTING STYLES HAVE SHIFTED.
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Source: Census: “The two or more races population: 2010 Census Brief”
Gen Z have been raised in larger, extended households as retired grandparents have moved in and Millennial siblings (Boomerang Kids) have moved back home.
As a result, they are sharers and have greater affinity and respect for the elderly. Gen Z share many of the same values as the Great Generation (Traditionalists).
THEY LIVE IN MULTI-GENERATIONAL HOUSEHOLDS.
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GEN Z IS REMARKABLY DIFFERENT… THEY WORRY ABOUT THE ECONOMY.
Source: JWT Intelligence
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72% of high school
students want to start a business
someday (compared to 64% of college
students).
Surrounded by DIY
education and crowdsourcing,
these teens dream of self employment.
They feel pressured to gain professional experience at a very early age. Low wage
entry level Gen Z jobs lead to
competition with struggling
Millennials, fueling competitiveness.
Source: Rutgers 2013, Annie E. Casey Foundation 2013
ENTREPRENEURSHIP IS IN THEIR DNA.
61% of high school
students want to be an entrepreneur rather than an
employee (compared to 43% of college
students).
Source: Millennial Branding and Internship.com, 2014, Mintel 2014
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Source: Rutgers 2013, Annie E. Casey Foundation 2013 Source: Millennial Branding and Internship.com, 2014, Mintel 2014
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SOCIAL MEDIA AS RESEARCH TOOL.
Source: Pew Research, “How teens do research in the Digital world” 2012.
52% of teens use YouTube or other Social Media
sites for a typical research assignment
in school.
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Source: JWT Intelligence
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Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
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THEY THINK SPATIALLY AND IN 4D.
2005 The year that Google
Maps launched with its satellite and zooming
functions.
Gen Z Have always known how to zoom, pinch and swipe.
They have grown up with hi-def, surround-sound,
3D and now 4D – 360 degree photography and
film is their normal.
Ultra slow motion and hi-speed video is their
standard.
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THEY LACK SITUATIONAL AWARENESS.
Teachers say that Gen Z lack situational awareness, oblivious to their surroundings and unable to give directions.
Some speculate that Gen Z have become overly reliant on their devices.
Source: Pew Research, 2012
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THEY DON’T WANT TO BE TRACKED.
25% of 13-17 year-
olds left Facebook
in 2014.
Source: Facebook Social Ads Platform (“Potential Reach”), 2013.
As Social Media natives, attuned to NSA surveillance issues, they are more concerned about disabling their phone’s geolocation
than their privacy settings. Gen Z are drawn to incognito media such as
Snapchat, Secret and Whisper.
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THEY COMMUNICATE WITH SYMBOLS.
Gen Z speak in
and
Symbols and glyphs provide context and create subtext so
they can have private conversations.
Emoji alphabets and icon
“stickers” replace text with pictures.
Source: Pew Research, 2012.
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THEY COMMUNICATE WITH IMAGES.
Source: AFP News Report, via MarketingCharts 2013 .
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Source: WebMD (CDC Survey 2014)
41% of Gen Z spend >3 hours
per day on their computers for
non-schoolwork-related purposes
(compared to 22% a decade ago).
THEY SPEND MORE TIME WITH COMPUTERS.
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Source: JWT Intelligence and Pew Research Center.
81% of teens use some
kind of Social Media.
THEIR SOCIAL CIRCLES ARE GLOBAL.
26% of Gen Z would need to fly to visit most of their social network
friends.
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Source: Sustainable Behavior in Adults, August 2013; JWT Intelligence
80% Know about man’s
impact on the planet.
THEY ARE HYPER-AWARE AND CONCERNED ABOUT SOCIAL ISSUES.
78% Are concerned about
world hunger.
9 of 10 Continue to feel optimistic about their own future.
77% Are concerned about children around the
world dying of preventable disease.
7 of 10 Feel optimistic about
the future of the environment.
76% Are concerned about man’s impact on the
planet.
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Source: Ameritrade, Generation Z and Money Survey 2014.
SOCIAL CONSCIOUSNESS. MAJORITY OF GEN Z WANT A JOB THAT ALLOWS THEM TO
MAKE A POSITIVE CONTRIBUTION TO SOCIETY.
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THEY PREFER FACE-TO-FACE COMMUNICATION WITH MANAGERS OVER TECHNOLOGY.
Source: Millennial Branding and Ranstad US 2014
GEN Z GREW UP WITH TECHNOLOGY, YET 51% PREFER IN-PERSON COMMUNICATION OVER TOOLS
LIKE EMAIL (16%) AND INSTANT MESSAGING (11%).
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TECHNOLOGY IS A DISTRACTION.
Source: Millennial Branding and Ranstad US 2014
TOP DISTRACTIONS AT WORK:
1. INSTANT
MESSAGING (37%)
2. FACEBOOK (33%)
3. EMAIL (13%)
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GEN Z IS MOST MOTIVATED BY OPPORTUNITIES FOR ADVANCEMENT (34%).
Source: Millennial Branding and Ranstad US 2014
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WORK VIEWS.
Source: Millennial Branding and Ranstad US 2014
76% PREFER HANDS-ON WITH
PROJECTS.
65% SAY CO-WORKERS
ENABLE THEIR BEST WORK.
58% WANT TO WORK
INDEPENDANTLY.
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HEALTH CONSCIOUS.
Source: Millennial Branding and Ranstad US 2014
HEALTH CARE COVERAGE IS THE
#1 EMPLOYEE BENEFIT.
40% WANT
COMPANIES TO HAVE A
WELLNESS PROGRAM.
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Source: Ameritrade, Generation Z and Money Survey 2014.
FEELING INSPIRED IS IMPORTANT TO GEN Z.
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GEN Z WANTS THEIR MANAGERS TO LISTEN TO THEIR IDEAS (61%).
Source: Millennial Branding and Ranstad US 2014
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THEY CRAVE HONESTY IN A LEADER.
Source: Millennial Branding and Ranstad US 2014
52% OF GEN Z STATE THAT HONESTY IS THE MOST IMPORTANT QUALITY OF A LEADER.
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VISION AND COMMUNICATION ARE IMPORTANT IN LEADERS TOO.
Source: Millennial Branding and Ranstad US 2014
32% WANT A LEADER WITH GOOD
COMMUNICATION SKILLS.
34% OF GEN Z BELIEVE LEADERS SHOULD EXHIBIT A
SOLID VISION.
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GEN Z SAYS THEIR BEST ATTRIBUTE IS THEIR POSITIVE ATTITUDE (78%).
Source: Millennial Branding and Ranstad US 2014
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GEN Z PERCEPTIONS OF GEN Z.
Source: Millennial Branding and Ranstad US 2014
1. CREATIVE 57%
2. OPEN-MINDED 54%
3. NEW IDEAS 52%
4. INTELLIGENT 44%
5. CUTTING-EDGE
THINKING 41%
5. LAZY 41%
GEN Z DESCRIBE THEMSELVES AS CREATIVE, OPEN-MINDED AND INTELLIGENT.
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GEN Z HONESTY.
Source: Millennial Branding and Ranstad US 2014
GEN Z ALSO DESCRIBE THEMSELVES AS…
LACKING FOCUS
37% SELF-CENTERED
32%
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GEN Z SEEKS EDUCATION AND KNOWLEDGE.
Source: JWT Intelligence 2012; Edudemic Survey
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Source: Ameritrade, Generation Z and Money Survey 2014.
GEN Z SEE HIGHER EDUCATION AS THE KEY TO SUCCESS.
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Source: Ameritrade, Generation Z and Money Survey 2014.
GEN Z WORRIES…
GEN Z WORRIES ABOUT JOBS AND UNEMPLOYMENT… BUT TO A LESSER EXTENT THAN LAST YEAR.
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Source: Ameritrade, Generation Z and Money Survey 2014.
GEN Z AFTER COLLEGE. GEN Z EXPECTS TO FIND A JOB AS SOON
AS POSSIBLE, THOUGH HALF WOULD TRAVEL IF $ WAS NO OBJECT.
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Source: Ameritrade, Generation Z and Money Survey 2014.
GEN Z FINANCIAL CONCERNS.
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Source: Ameritrade, Generation Z and Money Survey 2014.
GEN Z CREDIT CARD DEBT. BALANCE DUE ON CREDIT CARD INCREASES WITH AGE,
AND IS SIGNIFICANTLY HIGHER THAN LAST YEAR.
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HOW TO CONNECT WITH GEN Z.
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Source: Gen Z by Sparks & Honey 2014.
GEN Z
Tech Innate: 5 Screens Think in 4D
Judiciously Share (GeoLoco Off) Active Volunteers
Blended (race & gender) Togetherness
Mature Communicate with Images
Make Stuff Humility
Future Focused Realists
Want to Work for Success Collective Conscious
DON’T TREAT THEM LIKE MILLENNIALS.
Millennials
Tech Savvy: 2 Screens Think in 3D Radical Transparency: Share All Slacktivists Multi-Cultural Tolerance Immature Communicate with Text Share Stuff Have Low Confidence Now Focused Optimists Want to be Discovered Team Orientation
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Source: Gen Z by Sparks & Honey 2014.
DON’T TREAT THEM LIKE MILLENNIALS. VERY DIFFERENT EXPERIENCES AND REFERENCES.
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FAMOUS GEN Z.
Jaden Smith
Abigail Breslin
Chloe Grace Moretz
Elle Fanning
Shawn Mendes
Jackie Evancho
Rowen Blanchard
Kylie Jenner
Codie Simpson
Austin Mahone
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Andre S. HarrisPresident & Proud Gen X Culture Transformation Resources, LLC www.CTRConsultingServices.com [email protected] 1-877-CTR-1236 OR 1-877-287-1236 @AndreHarrisCTR Andre Harris CTR www.linkedin.com/pub/andre-harris/31/56a/744/