Speaking at Melbourne’s 9th annual Pause Fest, WGSN Senior Editor Sarah Owens presented topline findings from the latest research on Generation Z, “the single largest consumer group on the planet”.
“WGSN projects the future, that’s our ethos – we don’t talk about what’s happening now,” but brands should get ready to communicate successfully with these “mini adults with a stance and opinion about the world.” Applying “blanket universal characteristics” around this generation won’t serve brands well in the long term. Attitudinally, Gen Z is a “split generation that defies stereotypes and makes its own rules.”
Young people are anxious and feeling the hate.
For the first time, “anxiety” was a recurring theme appearing in her global research with young people. Surprisingly, “hate” was another.
“This word anxiety came up so often, I can’t even count how many times” – Sarah Owens, WGSN.
While they appreciate the connectivity of social media and value wifi over food or water, they recognise this has a detrimental impact. Concerned about the emotional health of this demographic, Sarah advises brands to “embed thoughtfulness and digital wellness into everything they do”.
In “The Gen Z Equation,” their report based on a qualitative study of global 13-23-year-olds and extensive desk research, WGSN looked at two distinct mindsets that “live on polar opposites of the spectrum.”
“There were two really contradictory segments emerging” that brands should get familiar with. Overarching analysis of Gen Z as a demographic group found “Gen Me and Gen We,” a potential polarisation that may exist across young populations aged 8-23 years.
Me and We are like chalk and cheese
Gen Me types are the “Kylie Jenner lip kit-wearing, highly commercial, selfie-obsessed Instagrammers” while “Gen We is shaking things up, commanding attention and forcing brands to reconsider their strategy.” Sarah is optimistic about what the latter will achieve, “the new cool is caring – they have more empathy and, these people might save the world.”
In her work with clients, she recommends “the long-term investment strategy for future-proofing your brand is to go for Gen We,” she said. Taking the long view may not appeal to companies that are “short-term minded and need to hit quarterly objectives,” but these values won’t subside.
The next generation coming around the corner – Gen Alpha – is already showing more similarity to Gen We, “it’s where you really should be heading.”
Madonna Deverson, madonna@contxture.com
