Aged between 7 and 21 years of age
Generation Z are an increasingly critical and fast-emerging group of consumers. The learners of today and the employees of tomorrow, understanding what has shaped them, as well as what motivates them, is critical.
Who are they?
The Zeds are the ‘up-ageing’ generation because they are growing up faster. They're exposed to more, experience more, and experiment more at a younger age, than previous generations.
Mature beyond their years having been saturated with advertising, brands and products and are discerning when it comes to the media they engage with - 66% of Gen Z's watch only an hour of FTA TV a day. However, they still crave content preferring to adopt media platforms that allow them to consume on their own terms.
Added to the societal influences shaping this, physiological and environmental factors also have a role to play. Today, puberty hits boys and girls one to two years earlier than it did thirty years ago. The World Health Organisation (WHO) estimates that children are beginning puberty three months earlier every decade.
Despite the environmentally conscientious times, the Zeds are the most marketed-to children of all time and the biggest consumers of any generation of children.
This is an audience who need to be engaged more on the emotive than the cognitive scale. For Zeds it is a world of experience, they don't just represent the future... they're creating it.
Gen Zs could swipe before they could speak.