Client
Project Syndicate
Background
Decoding Generation Z for businesses and brands
Generational research often falls into the trap of stereotyping huge cohorts of people into labels that are often ambiguous. A large number of research projects dedicated to studying Millennials labeled them into being self-centered, entitled or idealist. In contrary, emerging studies on new Generation Z claim that young people are self-aware, persistent or realist.
It is the binary approach to interpreting generations or the idea that the next generation will be either this or that leads to hasty generalizations while missing on the important nuance and tension between people of different ages.
Understanding of what really moves young generation and whether these motives are any different from Millennials is at core of Project Syndicate. Our intention was to show similarities and differences which can be missed with overgeneralization and detect any values and behaviors that move beyond generations.
We decided to do a segmentation of Gen Z cognitive styles and create personality mindsets that reflect on how young people perceive different aspects of their life related to power, control, risk, opportunity, relationships and how those compare to Millennials. We were also curious about practical application of how different mindsets translate into actions, behavior and choices in relation to shopping and brands.
Knowing this allows a more effective strategies around engagement, communications and behavior change.
Also referred to as ”iGen”, Generation Z will make up 36% of 7.7 billion world’s population in 2021.
Generation Z in 2021
People born in 2001 will turn 20
Many will enter university, join workforce or national armies
In many geographies will be eligible to vote
In some countries will reach drinking and smoking age
Will have increasing influence on consumption and spending
Key Facts
About Gen Z
90%
would be upset if they had to give up their Internet connection
79%
of display symptoms of emotional distress when kept away from their smartphone
66%
say that technology makes them feel that anything is possible
60%
would prefer a cool product over a cool experience compared to 40% of Millennials
57%
research products on-line more than they used to before making a purchase
52%
use YouTube or other social media for a typical school research
Only 43%
trust long-established brands
Only 19%
would accept endorsements from the celebrities
8 seconds
is the average attention span
Top 6
Gen Z Mindsets
Authenticity Versus Projected Perfection. Served Fast.
Knowledge thirsty
Perfection is ‘fake news.’ In ’post-truth’ era, core values of Gen Zers evolve around being real. Gen Z are more likely to identify with a brand that is less focused on aspirational messaging and more focused on being ‘realistic’ without any stereotyping. Gen Zers don’t respond to traditional concepts of beauty or projected perfect life images like Millennials do.
Status-driven
Acceptance and tolerance. Gen Zers are more accepting sexual fluidity which relates to staying true to oneself. They support gay marriage and transgender rights. For them, such things are part of everyday life.
Dependent and indifferent
Diminishing loyalty to brands. With brand promiscuity and world at their fingertips, Gen Zers are inclined to shop across brands, categories, market segments. As such , markets are becoming increasingly complex to navigate for brands that have previously relied on traditionally more loyal Millennial consumers.
Self-orinted
Co-creating as a reflection of own identity. Gen Zers don’t just want to consume products, they want to co-create contributing to creativity and innovative spirit of brands. With strong sense of purpose, Gen Zers want to influence their own style, form and function of consumer brands in foods, fashion, and beauty.
Relationships & Trust
Getting the story straight is key. With only 8-second attention span Gen Zers need to ‘get’ the full story fast. These peps don’t waste a second. They want it all and they want it fast.
Tolerance and opportunity
Getting the story straight is key. With only 8-second attention span Gen Zers need to ‘get’ the full story fast. These peps don’t waste a second. They want it all and they want it fast.
Units of Inquiry
Studying and leisure
On-line behavior
Travel and experiences
Money and possessions
Technology
Life goals and aspirations
Media Consumption
Food and beverages
Politics
Psychographic Segmentation
Shopping habits
Role models and influencers
Beauty and clothing
Environment
Sports and wellbeing
Alcohol, tobacco, drugs
Gender identity
Religion
Project Design
Project Syndicate is a syndicated research study aimed to explore Generation Z values, beliefs, and attitudes to help producers to shape the future of their brands.
The core objective of Project Syndicate is to segment Generation Z into more nuanced clusters to understand key differences in personal, social and economic activities of Gen Zers.
Method
Quantitative standardized on-line interviews
Countries
USA
Russia
France
China
South Africa
Brazil
Cohorts
Generation Z: 15-24 years old
Millennials: 25-35 years old
