Those born between the mid-90s and the year 2010 are – it is clear – the generation of the future. Already in the next few years, they will come to represent more than 40% of consumption, therefore – whether it is a marketing strategy or a market research – we cannot ignore the characteristics and peculiarities of the so-called Generation Z.
“Digital” is the first keyword, that is the aspect that primarily characterizes the GenZ known as the “digital native generation”; there are born and raised with a “screen in their hand”, of which – moreover – they learned how to use it intuitively … by the use!
Due to the tendency to use several devices at the same time, the GenZ is also known as the “5 screens” generation. They are those who can manage to see a TV series, consult a screen, write a document, together with speaking via WhatsApp. And for this reason they are seen as Multitasking
The GenZs have no recollection of a world without the Internet. Theirs is a so-called phigytal universe, a mix between the two worlds, real and virtual that sees them in constant connection. Any daily action of these very young people passes through the technologies they always carry with them. The iGeneration is the first generation to live constantly onlife, where the distinction between online and offline loses its meaning.
Inevitably, all of this has consequences.
The continuous transition between real and virtual causes a fragmentation of attention that leads to a lack of clarity and concentration. In addition, there is also the the risk of them not to be able to fully understand real life, leading to fears and phobias that have a negative effect on the moods of these guys. An example among all is the so-called FOMO, or Fear Of Missing Out. The fear of not being connected, of missing something important, of missing opportunities, of losing contacts, etc
They are also called face-down generation because they are always bent over a digital device. In fact, it is not surprising that it is the generation fondest of social networks: Facebook, Instagram, Twitter, Snapchat, Tik Tok, Twitch and YouTube.. The latter is the most widespread medium, where the GenZ follows tutorials (intended as a source of learning) and youtuber (seen as masters who influenced the way people dress, brands and products to buy, etc.). Furthermore, since they are Digital Innates, they also use the most innovative tools spontaneously, including Virtual Reality and Augmented Reality.
The massive use of social media leads to an identity linked to the “social self” and to the idea reflected by others based on the contents shared on social networks. The GenZ is in fact focused on the “likes” mechanism. They are constantly looking for that “social recognition” or “social” consensus which, however, risks fuelling vicious circles if not serious addictions.
Due to the large digital exposure, the GenZ on one hand, has developed a sort of awareness and consequent ability to discern the large amount of information in circulation; on the other – as we have seen – they have a rather low attention span (about 8 seconds). The speed of digital and visual communication makes this generation rather impatient: not only they watch online TV and use streaming services, but they opt for content on demand (Netflix and Spotify), too.
Consenquently the communication adapting to this target is visual, essential (reduced to a maximum of one sentence), conveyed with images or emoticons. It will therefore be necessary to work on the visual: to involve the GenZ with graphically captivating contents, depending on the used devices.
Go straight to the point and to the heart of the value proposition!!!!