this post was submitted on 14 Dec 2023
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Marketing Exec here. I specialise in generation segmentation. I wrote this recently for my employer:
Gen-Z
Are recession learned, young, with low disposable income and low income. They are in education, are career starters and living at home.
They are lonely, single, and spend 10 hours p/day online (hyper online consumption / always logged in) with the least attention to ads. They are engaged in people-discussing-products-and-services, prefer information over ads, and use ad blockers.
Otherwise known as ‘digital natives’, Gen-Z are highly socially consciousness (body image, cyberbullying, mental health) and highly environmentally conscious. They have a strong focus on saving and responsible spending and are quite frugal. They are study and career minded and prefer money over perks and benefits in employment. They dislike having their time wasted. They have a low attention span.
Millennials
Have long-term debt (mortgage/car/student loan) and have young children. They are not at full purchasing power, are the most adaptable generation ever to pre-and post-technology, are delayed in marriage, delayed in independence, and came of age through globalisation and economic rollercoasters.
They prefer texting/messaging, are high use smartphone users, and sleep with their phone. They are the most active and health conscious generation, environmentally conscious, and the highest consumers of web content. Learning is more compelling than buying to Millennials as they spend an average of 4 hours p/day online or with phone/apps. They prefer advisors, advice, and opinions over a corporate story. They prefer sharing economy (access not ownership). Prefer e-commerce as entertainment.
Millennials are impatient, have reduced brand loyalty, and are extremely tech savvy. They are researchers of ideas, thoughtful and seeking expertise, and love to collaborate and help companies or causes achieve. Online they use acronyms, slang, and respond to authentic but complex language. They prefer honesty and being empowered. They are price aware.
As an older Zoomer myself, your description of Gen Z fits me to a T