The so-called generation Z, whose members are also known as centennials or postmillennials, is basically global. Adolescents who were born in the late 1990s until the beginning of this millennium belong to it. In this way, it can be said that his age is around 20 years.
Today, centennials make up a significant part of the world’s population.This is one of the compelling reasons why companies and businesses should design their digital marketing strategies taking into account their characteristics and other aspects related to their preferences. In this sense, the use of social media, influencer marketing, Tiktokers and youtubers are the most appropriate channels to reach them.
Gen Z youth (or centennials ) are more entrepreneurial than millennials
This is one of the distinctive features of the individuals who are part of this generation, an aspect that may be defined by the fact that they have had difficult access to the labor market, which means that around a quarter of young people today day, they are unemployed.
Generation Z has greater autonomy to learn on their own. In this way, they stand out for being self-taught and creative. In addition, their learning process is accelerated. These are two of the aspects that make postmillennials irreverent to millennials, who were educated through much more rigorous processes than those employed with Gen Z.
On the other hand, it is worth noting that this generation is marked by easy and unlimited access to information and knowledge. This motivates them to be critical, question everything and count on their talent to take advantage of new market opportunities. Their attitude means that they are in constant movement, they adapt easily to new environments and changing spaces and they do not get stuck.
In addition, the fact of being born in the middle of a technological boom allows them to use different communication alternatives; new channels, environments, ecosystems and virtual platforms to work, access new professional offers and carry out daily activities such as orders, purchases and reservations.
They can’t imagine a world without smartphones
The centennials are the first people born in the digital era known. In this way, they do not envision the world without mobile devices, be it smartphones or tablets. These young people have a great command of technological trends and spend several hours a day, from 6 to 10, connected to the Internet.
According to the statements issued by the Managing Director of M&C Saatchi in Spain, Nuria Santacruz, for young people of generation Z it is relevant to project an active digital image. Therefore, through their digital profiles, they explicitly show all the aspects related to their daily lives.
For this generation, the way in which other netizens perceive them on the web is relevant. For them it is essential to show and share experiences, which are meaningless if they are not published. The fact that virtual social relationships have developed at the height of their growth has influenced the way in which these young people prefer to meet and start a relationship with other people.
The statistics from the sociodemographic study carried out by M&C Saatchi reveal that adolescents of this generation use social networks not only to communicate, interact and exchange but to inform themselves. This circumstance motivates them to have any incomplete or superficial perception of the world around them and they do not have general knowledge (or general culture).
Another of the data produced by the study is related to the attachment that its members have to technology: 66% of the analyzed sample stated that they would vote if the elections were held online. In addition, 44% say that the probability of electoral attendance would increase if an early warning was sent to them in a text message. For its part, it was found that 24% of young people under 23 years of age are always connected to the Internet.
They are used to fast downloads and have many conversations at the same time on their social networks
Gen Z likes immediacy. In other words, these young people are fond of ultra-fast connections, which allow them to search and download the information they need in seconds.
This marked trend is due to the fact that, from a very young age, they have had direct access to technology and the Internet; it can be said that it is part of their lifestyle. Likewise, every time they need to take some action they rely on technological advances and get what they want easily and very quickly.
However, this high availability has made them impatient in all aspects of life. They want to achieve all goals in the short term and underestimate the results that can be achieved in the medium and long term; They don’t focus on alternatives that pay off after several years.
On the other hand, centennials are used to constantly using social media to communicate with each other and meet new people. They have the habit of conversing with several individuals at the same time, which has led to the presence of inconsistencies both in their oral and written expression.
They are individualistic and self-centered
Most of the photos these young people share on their social profiles are selfies. Likewise, it can be said that they show themselves as they are, they do not intend to change themselves to meet the beauty standards imposed by society and they are against erasing the imperfections of their photographs.
They are very supportive
The young people of this generation are empathetic and supportive. They have a high facility for making friends on the digital plane. In addition, it highlights its high social and environmental commitment. They feel responsible for the care and conservation of their environment and the planet. It is common to see how, on the social networks of their choice, they launch contests or projects that aim to provide the best possible solution to the problems present in their community, their locality, their country or the world.
The fact of having been born in much more flexible and heterogeneous environments marked by the fight in favor of gender equality; the presence of citizens with different customs, according to their traditions and nationalities; and respect and acceptance of sexual diversity are among the aspects that have contributed to the development of this virtue.
Another point related to raising awareness of the world around them is that they were born at a stage that is widely stigmatized by the threat that climate change poses to the world and to the survival of some species on the planet.
They are nonconformists
This generation is not content with reaching the same goals as their predecessors, such as finding a good job, having a home, and starting a family. They have high aspirations and are not limited to achievements.
In this way, it has been found that in recent times, the average age of the entrepreneur has decreased considerably. In previous generations, it is appreciated that the average age to have a company was greater than 35 years or more. However, the age that is emerging for these young people is 24 years.
They are a target suitable for marketing to influencers
Among the traits that define postmillennials is the fact that they value more the criteria issued by people. Especially if they have a vast community of followers and a great reputation in a given sector. For this reason, the figure of influencers plays a fundamental role in the decision-making of these young people, who put in the background the criteria of companies, institutions and other associations of different kinds.
Some of the studies carried out with a sample of the population confirm that around 17% of these boys state that they are ready to start a business. In addition, the university degrees demanded by companies, with them, become less necessary.
The use of social networks and other digital channels is part of the priorities of centennials: the criteria issued by youtubers and influencers play a decisive role in their mode of action, of carrying out daily and professional activities and of interacting with people and the environment around him. Likewise, they see entrepreneurs as examples to follow.
In short, Generation Z is a digital native, with the use of smartphones being essential for its members. Likewise, their tastes, relationships and priorities are linked to the information they perceive in the digital world. On the other hand, they are distinguished by being creative and they like to learn by themselves. They have extensive knowledge of technological trends and a high capacity to find solutions making efficient use of available resources. Immediacy is another of the characteristics that distinguish Generation Z. These young people obtain the data of their interest in an accelerated way.