Gen Z

Cutting the gap by half would boost global profits by US$3.7 trillion, along with workforce ambition and empowerment   A significant gap exists between the way leaders and employees view progress toward equality in their organizations, according to new research from Accenture. Closing the gap will yield substantial benefits for companies and their employees. The report, “Getting to Equal 2020: The Hidden Value of Culture Makers,” which includes research across 28 countries, found that organizations are at an inflection…

Capturing and maintaining consumers' short attention span is becoming increasingly difficult, especially with the rise of multi-screening. It was recently reported that 72% of people aged 16-24 use social media whilst they watch TV. This demonstrates how ingrained multi-screening behavior has become, particularly for Gen Z consumers. In today’s market where consumer attention is divided across multiple platforms and formats, only the most engaging and relevant advertising will resonate with audiences. Businesses are…

Company Curates Advisement, Mentorship and Community to Connect Women to Necessary Resources A desire to problem-solve lies at the heart of young women entrepreneurs and this desire starts at a young age. In fact, a recent study* commissioned by Mastercard found that fifty two percent of Gen Z and 44 percent of Millennial women cited being able to help others as an important factor in determining their future or current career path. Mastercard knows that women have the ideas and passion that can Start Something Priceless,…

Report Offers Insights on Influencer Impact on Gen Z and Millennial Purchasing Behavior A new trends report, "The Culture of Influence," released by Cassandra, ENGINE's insights and strategy group that studies trendsetting young consumers, reveals the key characteristics and strategies that drive the relationship between influencers and consumers. The report takes a deep dive into the influencer space today to understand what gives influencers their influence and what brands need to do to be successful in the space. It…

As Generation Y grows older, a younger generation is now emerging into the workforce. Generation Z, or Gen Z, is anybody born from the mid-'90s to the mid-2000s, and they're the following age group to influence the buying process. By 2020, Gen Z is expected to account for 40% of entire customers. A study says "Age Z is one of the most impressive shopper powers in the market today. Their purchasing power is $44 billion and grows to $600 billion while considering the impact they have on their folks' spending. If you…

Compared with Millennials, Gen X, and Baby Boomers, Gen Z prefers content that includes audio, video, polls, quizzes, and a means to comment and receive recommended stories Connatix, the next-generation video technology company for publishers, announced the findings of a study it conducted about the media consumption habits and preferences of Gen Z, that indicates members of this generation (aged up to 22 years) gravitate toward a "multifaceted content experience," rooted in user recommendations from a diverse set of…

Marketers are always looking for new opportunities to tap into pop culture and gain access to significant audience volumes. Digital Advertising is set to cross a major milestone in the world of advertising as it is expected this year to overtake spending on traditional ads. Yet, gaming remains the biggest untapped market, with a potential audience of 2.4 billion gamers around the world. The last couple of years has seen an unprecedented rise in the market size of video gaming and esports. Consider this: the video gaming…

Experiential Marketing has long been the thorn in a marketers' side. It’s logistically complicated, time-consuming and expensive. At the same time, when done right, experiential remains unmatched in its effectiveness — especially in reaching Millenials and Gen Z. For any brand wanting to survive in this digitally saturated market, experiential is non-negotiable. Until now, this has meant many CMOs doling out hundreds of thousands to agencies in the hopes they can get all the benefits of experiential, without the headaches…

The global population is the youngest it’s ever been, with 50 percent of the world aged 30 or under, and the top issue for this group is climate change. In fact, nearly nine out of 10 Gen Zers are worried about the environment. When you couple this with the massive spending power of Gen Z (in the US, Gen Z spends $44bn annually and influences a total of $600bn in household spend), one thing becomes clear: brands need to re-examine their approach to sustainability if they haven’t already. From 16-year-old activists Greta…

Back in 2008, Barack Obama (then Senator) achieved a sort of firsts when his presidential campaign ads appeared in the popular EA game Burnout Paradise on Xbox 360. A billboard message inside the game encouraged players to register to vote. Obama realized back then what many brands are taking note of today: young audiences of 18 to 34-year-olds — which represent the core gamer group — are getting harder to reach via traditional advertising mediums such as television, and are instead spending a considerable amount of time…

The Big Game continues to be the go-to venue for the world’s top brands to spar against each other for the public’s attention. Year after year, we’re blasted with 30-second, multi-million-dollar ads that not only seek to thrill, inspire, entertain and delight — but imprint themselves on our psyches. In the same way, NFL teams see the Super Bowl as the final test of the gridiron, brands and agencies see it as a winner-takes-all competition of television salesmanship. Gen Z is expected to account for 40 percent of all…

EY research uncovers five distinct Gen Z segments that employers and business leaders need to know Employers and business leaders take note: a one-size-fits-all approach to defining a generation will cost talent and customers. As Gen Z, the generation of those born between 1997 and 2007, begins to enter the workforce and flex its newfound spending power, connecting with them is critical. To do so, it is important to identify and acknowledge the differences within the generation — something many employers and…

The Global Leader in Mobile Data and Analytics Expects Mobile Spend to Top $380 Billion App Annie, the mobile data and analytics company helping brands and publishers win on mobile, released The State of Mobile 2020 report. This annual appraisal provides insight into mobile's expansive impact across industries and the global economy, highlighting publishers and brands that are outperforming their peers. Key findings in this report: Mobile Creates Company Value: Mobile-focused companies, including Uber and Alibaba,…

Newly Created Role Reflects Growing Brand Demand for Gen Z Strategy and Content IMGN Media, the leading media company at the crossroads of Gen Z culture and content, announced Noah Mallin as Chief Brand Strategist. This newly created role reflects IMGN Media’s rapid growth as the go-to company for brands looking to engage with Gen Z audiences. With 10 channels across visual mobile-first platforms like Instagram, Snapchat and TikTok, IMGN Media brings brands to the center of internet culture with highly engaging original…

If you Google the term “impact sourcing,” you’ll turn up search results about what it is and why it’s good. Missing are the stories of how companies are intentionally hiring and providing career development opportunities to people who otherwise have limited prospects for sustainable employment. Also missing are the interviews with business leaders who share why and how they’ve made lifting people out of poverty through employment a priority. For all the talk about purpose and inclusion, we’re still not connecting the dots.…

App Annie, the leader in mobile market data and analytics, released a groundbreaking report on Generation Z, How to Win Gen Z, a demographic that's now the largest population on Earth and the mobile-first generation. This report is essential for businesses to gain insight into this emerging economic engine to fuel revenue and relevance for the long term. "Gen Z is the first generation to grow up on mobile," said Ted Krantz, CEO of App Annie. "They already influence $600B in spend in the US alone—companies need to aim…

When speaking to the US Hispanic (Latinx) community, it’s important for brands to remember a few key tenets. Most importantly, that the Latinx market is not one monolithic group. There are different facets of generations and ethnicities that make up this group, and each want and respond to different things. No matter what subset of the Latinx audience a brand is targeting, it’s crucial to speak with an authentic voice and tone that proves you have an understanding of the market and know how to be genuine in your outreach.…

Our youngest generation wields a considerable influence on household buying, new study shows Move over celebrities and micro-influencers: The youngest consumers among us just might be the hottest new influencers in town. NCSolutions, the leading company for improving advertising effectiveness for the entire CPG ecosystem, announced results from an innovative meta-study in partnership with Snap Inc., creator of Snapchat. Based on the measurement of 19 CPG Snapchat advertising campaigns across 32 brands and almost 4 billion…

This article is co-authored by Mollie Kehoe. Sometime in early 2019, it became clear that Generation Z was the next burgeoning focus for marketers. Despite its $200 billion in spending power Gen Z is a tough target for marketers, who are confused by this new generation. In truth, Gen Z is distinct from its forerunners. Most conspicuously is their immersion in digital from their earliest days. They are the first true digital natives. With that in mind, here is a guide for marketers who are addled by Gen Z, a moving…

Gen Z – the generation born after 1995 – has long mystified marketers. Rumored to have low attention spans, the case may be that marketers just aren’t producing content that’s attention-grabbing enough for this portion of the population. The oldest members of this group are just graduating college and will soon join the corporate working force with expendable income to boot. Making up 25% of the population, building brand loyalty with Gen Zers is imperative to the future success of any brand In order to reach this…