GENERATION Z:What You Need to Know

Presented by Jaime Wright,Embellish Marketing

PLEASE NOTE

Here at PMC Network we value diversity in thoughts and opinions, and endeavor to promote open discussion on issues affecting pregnancy medical clinics.

The views and opinions expressed in this webinar are solely those of the original authors and speakers.

These views and opinions do not necessarily represent those of the PMC Network, contributors, or Network Service Providers.

PLEASE NOTE

The information provided here is based on my own research and is presented as my opinion of what you should learn today. This comes from a marketing perspective.

There are hundreds and thousands of articles, papers, and other resources that discuss Generation Z.

I strongly recommend that you use today’s webinar as a jumping off point for your own research.

WHO IS GENERATION Z?

1996 - 2010NOW AGES 8 - 22

Some experts, like Pew Research Center, say this cohort was born between 1997 - present

“GENERATION Z”

GENERALLY BORN BETWEEN

WHO IS GENERATION Z?

● Also known by some as iGeneration (iGen) or Net Gen, but no official name

● Pew Research Center will call them Post-Millennials until a “common nomenclature” takes hold○ Published a decision on March 1, 2018 to cap the Millennial

generation at 1996

○ Those born 1997 and after are considered part of the “new

generation”

WHO IS GENERATION Z?

● Larger cohort size than Millennials○ Approximately 65 million people

● Largest biracial and minority populations○ Likely the last generation with a Caucasian majority

WHO IS GENERATION Z?

● Labeled as pragmatic realists○ Cautious and practical

○ Raised by Gen X parents (born 1965-1980) who themselves faced

less than exuberant times

○ Younger Gen Z being raised by Millennial parents who experienced

a loss of innocence

WHAT TRAITS DOES THIS GENERATION EMBODY?

GENERATIONAL TRAITS: SELF

● Growing up in a post-9/11 culture● The oldest of the cohort are new to the “real world” of

adulthood, post-college employment, etc.● Self-describe as happy, confident, excited, motivated,

optimistic, and content

GENERATIONAL TRAITS: SELF

● Confident in themselves, but less confident about the world in which they live

● Drawn to safety● More cautious and steers away from risky behavior and

towards more sensible careers and life choices

GENERATIONAL TRAITS: HOUSEHOLD

● Fewer growing up in traditional, nuclear-families● Mature beyond their years● Have influence over their parents’ spending habits and

household purchases

GENERATIONAL TRAITS: ACTIVITY

● 8-second attention span● On-demand generation● Want connectivity; better and easier ways to link up with

people, accomplish tasks, and move on○ View life through smartphone or other small screen

● Expert online researchers and shoppers○ Go in-person to stores as a last resort

GENERATIONAL TRAITS: SOCIAL

● Coming of age in a country when same-sex marriage and a black president are a given, and a female president is achievable

● Believe in diversity, equality, non-discrimination, and the alleviation of poverty

GENERATIONAL TRAITS: SOCIAL

● Much more gender-neutral when it comes to everything: clothing, style, conversation, bathroom choice, identity, etc.

● They continue to expect social progress to reflect the ethnic diversity in their lives

● Social justice is a priority; want true impact for greater good

GENERATIONAL TRAITS: HEALTH

● Known as the “sober generation”○ Drinking, smoking, drug use, and teenage pregnancy rates are low

● Least likely to turn to doctors, nurses, and pharmacists for health info○ Most likely to turn to friends, family, and Google for health info

HOW ARE THEY DIFFERENT FROM MILLENNIALS?

GENERATIONAL DIFFERENCES

● Millennials grew up during the “peace and prosperity” of the 90’s; theirs is a story of “innocence lost” after 9/11 and the financial crashes of 2000 and 2008○ Gen Z had no luxury of a threat-free life and are therefore more

guarded

GENERATIONAL DIFFERENCES

● Millennials are more independent○ Gen Z is used to “crowdsourcing” solutions to their problems

○ Gen Z works better within a community

● Millennials tend to be more showy and live their lives on display on social media○ Gen Z prefers anonymity and privacy

GENERATIONAL DIFFERENCES

● Millennials still remember and/or used landline phones; had a life without the Internet and social media○ Gen Z are the true “digital natives” because they grew up with the

Internet, social media, smartphones, etc.

● Millennials like flexibility (particularly in work/life balance)○ Gen Z wants complete freedom (to work from wherever)

○ Gen Z stays connected with technology

GENERATIONAL DIFFERENCES

● Millennials are health conscious○ So is Gen Z, but not to the same extent as the Millennials

● Millennials are spenders○ Gen Z shops for value to make their money go farther

○ Gen Z makes purchase decisions based on aesthetic and uniqueness

HOW CAN YOU SERVE THIS GROUP?

SERVING GENERATION Z

● You’ve already been serving Gen Z clients (age 21 or younger)○ Be careful that you don’t lump them with the Millennials

● You might see declining numbers of patients; they simply may not be needing your services due to more cautious behavior

SERVING GENERATION Z

● More cautious behavior may not mean not having sex; it may mean they want to use birth control and/or be proactive about being tested for STDs and getting treatment, if necessary

● Beware of “doom and gloom” messaging about sexual activity; they are realistic people

SERVING GENERATION Z

● Create talking points about sexual orientation, gender identity, sexual and gender equality, and related topics like same-sex marriage○ Not if, but when, these subjects might come up

SERVING GENERATION Z

● Does your clinic team represent the diversity of your clients?

● What kind of “style” does your brand convey?○ Is it outdated?

○ Is it unique?

○ Is it consistent? (visual references)

SERVING GENERATION Z

● Consider your messaging○ Identify and caution on risky behavior and potential effects

○ Cultivate and promote a “community” approach to sexual health

and pregnancy education (i.e., peer groups or educational videos by

peers)

○ Consider framing your services in the perspective of “human rights”

(although this is a fine line) or “social good”

○ Expand the definition of their support system

○ Clean up your online content; if it’s there, they will find it

SERVING GENERATION Z

● Communicate in pictures and video● “Think short” - short length, few words● Think about how content and messages will be rendered

on small screens● Consider expanding your marketing budget to allocate

for video creation○ Great opportunity for younger (Gen Z) volunteers!

SERVING GENERATION Z

● Consider if/how any services can be conducted online and not in-person○ Telemedicine

○ Chat/text; video chat

○ Education classes

SERVING GENERATION Z

● Are there any other parts of your patient experience that can be digitized?○ Patient forms

○ Follow up communications

○ Surveys

○ Information handouts, brochures, etc.

SERVING GENERATION Z

● Source and/or create medical education to publish on your website, blog, social media, Google (business page), etc.○ How can you make medical education available to potential clients

when they aren’t likely to come in and talk with you in person?

1. Forbes:

https://www.forbes.com/sites/causeintegration/2016/11/28/get-ready-for-generation-z/#185c60962204

2. Entrepreneur: https://www.entrepreneur.com/article/294933

3. Vision Critical: https://www.visioncritical.com/generation-z-statistics/

4. The Everything Guide to Gen Z: https://www.visioncritical.com/resources/gen-z-guide/

5. Pew Research Center:

http://www.pewresearch.org/fact-tank/2018/03/01/defining-generations-where-millennials-end-and-pos

t-millennials-begin/

6. Fast Company:

https://www.fastcompany.com/3062475/your-guide-to-generation-z-the-frugal-brand-wary-determined-

anti-millen

RESOURCES

Q&A

JAIME WRIGHT

Embellish Marketing

jaime@embellishmarketing.com

CONTACT