Gen Z: The Audience You Can't Ignore

GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
CONTE N TS
GEN Z: THE NEW ERA OF

INFLUENCE 4
PUTTING A FACE TO THE
NAME: GEN Z PROFILES 40
42 Sophia
46 Skylar
6
THE EVOLUTION OF THE 52 Jacob
NEXT GENERATION 56 Issey
08 Timeline
10 The Generations at a Glance
CONNECTING WITH GEN Z 60

WHO IS GEN Z? 12 62 Reaching & Resonating with Gen Z
66 Avoid the Ad Blocker

14 Keeping It Real
16 The Purpose-Driven Z
68
18 Sex, Drugs & Mobile Phones
20 Digitally Defined GEN Z LOVE LISTS

22 ME-dia Mavens
70 YouTubers
30 Cash Clout
71 Influencers + Internet Personalities
32 Acceptance & Diversity Pioneers
72 Actresses
34 Multiple Personalities
73 Actors
36 Destined For Disruption
2
TAB L E OF C ON TE N TS
74 Musicians
75 Entertainment
76 Brands
78 Tech/Social
79 Fashion/Beauty
80 Lifestyle
81 What’s Next for Gen Z
3
GE N Z:
T H E NEW ERA
OF I N F L UEN CE
Sorry Millennials, but it’s time to step aside. You’ve been
called entitled, passionate, and disillusioned by marketers,
employers, and Gen Xers, but now that you’re solidly in
your 20’s (and 30’s) it’s time for another generation to step
into the sometimes unforgiving spotlight. In short, it’s
Gen Z turn to take over. And take over they shall...
With the bulk of this generation currently in their teen

years (those born approximately from 1996-2011), Gen
Z is a group still in formation, yet already they’re poised
to be the most influential generation to date. Comprising
25 percent of the U.S. population—larger than Boomers,
Xers, and Millennials—their sheer size is enough to
make an impact, but it’s their early independence, access
to information, and penchant for disruption that will
ultimately create a lasting effect on cultures around the
globe.
Gen Z is a group with a personality all their own. Parented

by Gen X and Millennials, generations who couldn’t
be more different, Gen Zs are hyperbolic hybrids in
many ways, taking Gen X’s guarded, rebellious, and
nonconformist sensibility and Millennials’ undying belief
in both themselves and inclusivity to new extremes.
Meanwhile, their access to information and proficiency
with technology is unparalleled, and they know that
their world is one with more choices than ever before—
newfound freedom which sounds like a blessing, but is
often a curse.
While it seemed the world bowed down and catered to the

proclivities of the self-assured Millennials, Gen Zs aren’t
waiting for the world to answer to them. Instead, they’re
ready to shake up the system, dictating the trends without
regard for convention or conformity, and creating a whole
new world for themselves and for the rest of us.
4
IN TR O
5
THE EVOLUTION
generation
OF THE NEXT
6
7
2005
19 9 9 Hurricane
19 8 1 19 8 9 Baby on Board
MTV launches Katrina
Berlin Wall sign hits $158M
falls in sales
19 9 4 2003
Gen X Launch of Iraq War
19 8 1
Millennials 19 9 0 Netscape begins
President
Gen Z Reagan is shot Gulf War
begins
19 8 7 2004
19 7 9 Prozac 2000
Sony is introduced Bush beats
introduces 19 9 5 Gore
Walkman OJ is acquitted
19 8 6 19 9 0
19 70 Challenger “Helicopter
Reagan introduces no explosion Parenting” 19 9 9
fault divorce in CA is coined Columbine
Shooting
19 9 0
Exxon spill
1970 1980 1990 2000 2005

19 8 8 19 9 2
19 8 5 Nirvana First SMS 2000 2005
text message Y2K
AOL releases
launches demo 19 9 8 2001
19 71 19 9 1 Monica September 11th
First 19 8 1 Magic Johnson Lewinsky
VCR tests HIV+ retires scandal
IBM
introduces from the NBA
personal –
computer Cold War ends
– 2000
World Wide Web Dot Com
goes public Crash 2006
19 75 Twitter
Microsoft is founded 19 8 7 launches
Black Monday 19 9 2
stock market Rodney King Riots
crash in LA
8
THE EV O LU TION OF TH E N E X T G E N E R ATION
2008
Barack Obama 2 0 17
becomes President 2 0 14 Donald Trump
Michael Sam is the becomes President
first openly gay
NFL player
2 0 14
2007 Apple Watch
Apple launches 2 0 16
launches Pokémon
iPhone 2 0 10 Go App 2 0 17
Affordable Women’s
2 0 15
Care Act March
2 0 12 Gay Marriage is
Hurricane legalized
2007 Sandy in the U.S.
Housing Market —
Crash + The Aurora &
Great Recession Sandy Hook
shootings
2010 2015 2017
2 0 10 2 0 16
2 0 13 Beyoncé’s
Lemonade
“twerk” & “selfie” 2 0 15
2007 are added to
dictionary
Caitlyn Jenner 2 0 17
Vanity Fair cover YouTube TV
launches
2 0 11
Fukushima
nuclear
2007 disaster 2 0 13
Boston 2 0 15
Virginia Tech 2 0 10
Marathon
Massacre Surge in suicides #OscarsSoWhite
attack
among LGBT teens
2 0 14
2 0 11 YouTube stars go
Bin Laden mainstream
is killed 9
T H E GE NE RA TIONS
AT A GLANCE
GEN X MILLENNIALS GEN Z
Absent Parenting Helicopter Parenting Technology Parenting
Bitter Anxious Stressed
Cynical Optimistic Guarded
Malcontents Pleasers Rebels
Independent Communal Global
Confused Identity Clear Identity Fluid Identity
Individualistic Inclusive Advocates
Disgruntled Rule Followers Rule Makers Rule Breakers
Private (they thought) Authentically Public Superficially Public
Specialists Generalists Niche
Tech-Assimilated Tech-Savvy Tech-Natives
Self-Starters Entrepreneurial Pragmatic Path Rejectors
Raw Curated Imperfect
Network TV On-Demand TV Streaming TV
Movie Stars Reality Stars Internet Stars
Movies (Reality Bites) Reality TV (Laguna Beach) Streaming (13 Reasons Why)
10
THE EV O LU TION OF TH E N E X T G E N E R ATION
11
who is
12
Awesomeness partnered
with Trendera,
a trend forecasting and
research firm, on a nationally
representative teen survey
in March 2017. The survey
was conducted online and
49%
optimized for mobile. MALE 51%
FEMALE
Average Age: 17
Geographic Makeup:
21.2 % West We interviewed 1,504
24.2% Midwest teens across the country
18.2% Northeast to get their thoughts on
36.4% South who their generation is,
what they care about, and
where they’re headed.
GEN Z s A R E :
• A serious yet upbeat generation
• Focused on the big picture
• High on likes
• Living on a screen
• Mobile, streaming, and YouTube obsessed
• Highly persuasive in purchasing decisions
• Social justice champions
• Drowning in identities
•Destined for disruption
13
KEEPING IT RE A L
A serious yet upbeat generation

While Millennials naively grew up believing that with the right steps, anything was
possible (only to have their dreams crushed once they reached adulthood), Gen Zs never
had rose-colored glasses to begin with. Born into a post-9/11 world with access to it all
at their fingertips, Gen Zs were exposed to all kinds of calamities at a young age, giving
them a sense of gravitas and seriousness not found in other generations. While they
are certainly stressed, they are not cynical like their Xer counterparts—this is a guarded
group that is growing up seeing the world for what it is, and because of that, they believe
they are the ones who can truly change it for the better.
DE S CR IB E YOUR GENER AT ION IN A MOOD:
STRESSED: 26%
DEPRESSED: 17%
(TIE) ANXIOUS/CRAZY/CONFUSED/EDGY: 13%
IMP OR TA N T I S SUE S IN T HEIR DAY TO DAY LI V E S:
52% 49% 41% 40%

51% Having 48% Managing
Good Getting a
Family enough Friends stress/
grades good job
money health
14
INTRO
N E A R LY H A LF
of teens today think that
most people cannot be
trusted
TH E M A JO R IT Y
OF G EN Z T HINK S T HE WOR L D IS
A SC A R IER PL ACE T H A N I T WA S
5 Y E A R S AGO. T HE Y A L SO F EEL M A K ING I T
A BE T T ER PL ACE IS A SIG N OF
A SUCCE S SF UL L IF E.
155
T HE P U RPOSE -DRIVE N Z
FOCUSED ON THE BIG PICTURE
Global Perspective
Thankfully, omnipresent online access has done more than cultivate social media
addictions and short attention spans (although these realities are not to be ignored).
Having had access to the internet since they could walk and talk, Gen Z has seen
the whole world from their screens and their perspective is not confined to their
small towns or immediate friend groups—a significant departure from previous
generations. Teens today increasingly see themselves within the context of a larger
global collective and are thinking about their place as well as how to make their mark
within it.
Purpose-Driven Life
While Millennials were more concerned with indulging themselves and seeking out
their passions, Gen Zs are more interested in finding their purpose in the world.
They still want happy families and nice jobs, of course, but where Ys were more self-
focused, Zs are more other-focused.
SIGN S OF A SUCCE S SFUL LIFE:
70% 63% 62% 60% 58% 55%

A happy Loving Being a Finding your Helping
Freedom
family your job good parent purpose others
16
INTRO
1 IN 5
G EN Z S S AY T HEIR IMPAC T
ON T HE WOR L D IS A N
IMP OR TA N T IS SUE IN T HEIR
DAY TO DAY L IF E
11577
SEX, DRU G S & MOB ILE PHONE S
High on Likes
This generation is actually not as crazy as you might think—after all, drug use and teen
pregnancies are at an all-time low. So what gives? Afraid of true emotional vulnerability,
many teens are foregoing romantic relationships in lieu of casual sexual exploration.
Wanting to avoid lung and liver cancer, they’re turning to weed over alcohol and tobacco.
But here’s the real kicker: this digital generation satisfies so much of their novelty-seeking
impulses through their phones, they hardly have the time or interest to pursue these old
vices altogether.
A recent New York Times article proposed smartphones

are taking the place of drugs:
“Teens can get literally high when playing [video] games.”

– Dr. Nora Volkow, director of the National Institute on Drug Abuse
“People are carrying around a portable dopamine pump, and kids have
basically been carrying it around for the last 10 years.”
- David Greenfield, assistant clinical professor of psychiatry at the University of Connecticut School of
Medicine and founder of The Center for Internet and
Technology Addiction
18
INTRO
H A LF T H E M A J ORI TY
of teens say they
OF T EENS T HINK UNDER AG E DR INK ING
are more sexually
experimental than
( 7 7 %) A ND SMOK ING CIG A R E T T E S /
older generations
E- CIG A R E T T E S (62%) IS UN ACCEP TA BLE ,
BU T DEEM M A R IJUA N A PER F EC T LY
F INE (5 4%)
48%
of teens think it’s
acceptable to date
someone you’ve never
met in real life 1 I N 10
teens say exploring
their sexuality is more
important than having a
relationship right now
19
DI G I T A LLY D E FIN E D
LIVING ON A SCREEN
Originally, Millennials were the ones deemed “ digital natives,” creating Facebook,
Snapchat, and pretty much every other app on our phones. But one is truly only a
native if the behavior starts at birth, thus the title rightly goes to Gen Z.
Constantly Connected
Gen Zs were online even before they were born, as eager parents threw gender
reveal parties, chronicled their pregnancy journeys online, and announced their
precious new arrivals from the hospital bed. It should be no surprise then, that in
Gen Z’s world, expanding one’s network is a lifelong endeavor and strangers are
future friends waiting to be made.
T HE TOP T HR EE T HING S T EEN S T HINK W ILL H AV E T HE B IGGE S T

IMPAC T ON T HEIR GENER AT ION A R E A LL DIG I TA L :
53% 42% 28%

Social Media Technology Cyber-Bullying
COMPA R ED TO OLDER GENER AT ION S ,

T EEN S S AY PEOPLE T HEIR AGE A R E . . .
69% 55% 50%

More comfortable More willing to share
More addicted
connecting online information about
to technology
than in person themselves online
20
INTRO
WHAT STRANGER
DANGER?
41% of teens have met up
in person with someone
they first met online
Curated and Controlled
For Gen Z, every moment is potentially
post worthy, and many of life’s moments
are lived through the lens to be shared
with others. Granted, it’s a lot of pressure
for teens to keep up with posting
interesting content every day, but they
still seem to prefer a sense of control over
trying to navigate the awkwardness and
Quantified Popularity spontaneity of in-person interactions.
For Gen Z, social hierarchy is not
determined by who you are in real life,
but more by how you present yourself
online. Popularity and likability for teens 69%
today is not only quantifiable, it’s on say they show
permanent display for everyone to judge. their true selves
on social media
STREAK STRESS: Their go-to platform,
Snapchat, originally started out as a fun,
low pressure social network without likes
and comments, but the addition of alternative
popularity metrics such as streaks, scores,
61%
try to present the
and trophies have transformed it into a major
best possible version
source of stress. Whereas Ys are obsessed
of their lives on
with likes, Zs stress over keeping up streaks
social media
(exchanging daily snaps with their friends).
HEED THE FEED: The majority of teens can

tell whether they would like/get along with
58%
someone (61%) and tell whether a brand is
say it’s easier to
for them (56%) based on their social
be themselves
media accounts.
online than it is in
the real world
21
ME-DIA MA VE NS
MOBILE, STREAMING, AND YOUTUBE OBSESSED
Today’s teens have grown up with an increasingly mobile viewing experience and
are taking a cue from Millennials’ “have it my way” mentality. Gen Zs expect their
entertainment to be available whenever they want, however they want, thus they’re
flocking to content created with mobile in mind and don’t care where it’s coming from so
long as it’s instantly entertaining.
Entertainment Snapshot
Video consumption: 71% of teens’ typical entertainment consumption is streaming, and
one-third is viewed from a mobile device.
DEVICE: FORMAT:
3 4% Smartphone 3 4% YouTube
2 6% Computer 27% Netflix
2 4% TV set 14% Live TV
10 % Tablet 8% Catch up/On Demand TV
6% Other 5% Premium TV
4% Hulu
3% Amazon Prime
3% Twitch (4.4% boys 2% girls)
2% Other
22
INTRO
TEENS’ FAVORITE TYPES

P AI D OF ENTERTAINMENT ARE:
SU B SC RIPTION S :
3 5% S T R E A MED SHOW S
16 % G A ME S
73% 42%
Cable / 13 % MUSIC
Netflix
Satellite
11% SHOR T ONL INE V IDEOS
8% MOV IE S
35% 21%
Amazon
Hulu
Prime
30% teen boys

16% 13% 10% 4%
18% teen girls
YouTube Twitch
HBO Showtime
Red Prime
4% 3% 2% 8% 24%
Sling TV Sony Vue Other None Xbox
Live
23
SOC IAL MEDIA ACCOUNTS
79% YouTube TEEN GIRLS
7 8% Facebook have significantly more social

media accounts than teen boys
69% Instagram on most platforms, with the
exception of YouTube, Twitch,
6 8% Snapchat and House Party.
49% Twitter
38% Kik
3 5% Pinterest
29% Tumblr OF THE MAJOR SOCIAL

MEDIA PLATFORMS, TEENS
17 % Twitch
SPEND THE MOST TIME ON:
15% Musical.ly
2 5% YOU T UB E .
4% House Party
2 4% FACE BOOK
3% None
16 % S N A P CH AT
24
INTRO
SO CIAL MEDIA PLATFORMS

Getting more popular among people their age:
79%
73%
68%
52%
38%
25
YouTube Obsessed
Most likely their first ever social media platform, YouTube has been catering to Gen Z from
the very beginning, and this generation’s continued love for it proves that this is truly the
platform that defines them.
79% 68%
OF TEENS HAVE A YOUTUBE OF TEENS THINK YOUTUBE
ACCOUNT, MORE THAN ANY IS GET TING MORE POPULAR
OTHER SOCIAL MEDIA AMONG PEOPLE THEIR AGE
PL ATFORM
WHAT THEY DO I N
THEIR FREE TIM E:
69%
Listen to
music
60%
Watch YouTube
videos
51%
Play video
games
26
INTRO
61%
would rather watch 10 hours
of YouTube videos than 10
hours of TV
ON LIN E VIDEOS REIGN SUPREME:

When it comes to video content, shorter, online videos are
better than traditional TV shows at meeting various
emotional needs among teens.
ONLINE V IDEOS S T R E A ME D T V S HOW S

A R E BE S T FOR . . . A R E BE S T FOR . . .
5 8% Learning 50% Watching something with friends
5 3% Laughing 47 % Being scared
49% Relieving boredom 4 3% Watching with family
4 4% Passing the time C A BLE T V S HOW S
4 3% Relieving stress A R E BE S T FOR . . .
40% Staying in the know 4 3% Watching with family
39% Having something to do 42% Keeping up with what’s going on in the world
with friends
3 3% Falling asleep
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F A VORITE ONLINE FAVORI T E O N L I N E

VID E O TOPICS: VIDEO FO R M A T S:
TE EN BO Y S : TEEN BOYS :
64% 49%
Music
Gaming
videos
41%
57% Full-length
Comedy
movies
38%
50% Live
Music
streams
40% 35%
Full-length
Pranks
TV shows
33% 35%
Sports Compilations
TE EN GIRLS: TEEN GI R L S:
64% 65%
Music
Music
videos
63% 55%
Full-length
Comedy
movies
58% 51%
Beauty Tutorials
51%
51% Full-length
DIY
TV shows
47% 40%
Food/ Compilations
Cooking
28
INTRO
HOW TEEN S DECIDE WHETHER A VIDEO
IS WORTH WATCHING:
Topic they’re interested in: 63%
Created by someone they like: 49%
On a channel they like: 47%
Title : 42%
Suggested video: 34%
29
C A SH CLOUT
HIGHLY PERSUASIVE IN PURCHASING DECISIONS
Teens arguably have more purchasing power than ever before. With spending estimated to
reach $200 billion by 2017, not only do they have more means with which to transact using
that little device in their pockets, they are also highly influential in shaping culture with
their strong brand preferences and willingness to hand up trends to older generations.
HOW THEY TYPICALLY PAY FOR THINGS:
80% 37% 17%

Parent’s
Cash Debit card
credit card
Immense Purchasing Power
ACCESS TO FUNDS:
46% of teens have a savings account

40% of teens work for extra money
1 in 4 teens receive an allowance from their parents
1 in 4 teens have access to their parents’ store accounts (Amazon, Apple, Xbox, etc.)
30
WHEN IT COMES TO MAKING PURCHASES, GEN ZS ARE...
IN CONTROL: Half of teens today are free to spend money they earn however they want
OPINIONATED: 1 in 3 ask their parents to buy specific things they want
INDEPENDENT: 1 in 3 don’t usually ask for permission before buying something
INFLUENTIAL: Teens and their siblings are just as or more influential than their parents in
deciding what brands to buy when it comes to...
89% 84% 84% 83% 80%

Music Clothing Shoes Movies Snacks
62% 58%
73% 66% 65% Streaming Toiletries &
Drinks Cell Phones Computers
Subscriptions Cosmetics
1 IN 5 TEENS SAY: 1 IN 5 TEENS SAY:

magazines are just as influential say their parents rely on
as the illuminati in shaping them to tell them what’s new
society today and cool
31
A C C E P T A N C E & D I VE R SI TY PI O NEERS
SOCIAL JUSTICE CHAMPIONS FOR ALL
Minority Majority
What started as a slang term–and hashtag–for political and social awareness,

woke has become a badge of honor earned by only the most conscious and active
social justice warriors. And along with that have come a slew of judgments about
who is and isn’t woke.
Gen Z will be the first multicultural majority generation in America, and they’ve
grown up with friends of all races, colors, and creeds. They don’t live in a white world,
so it’s no surprise that Gen Zs have also become loud champions for social justice for
all. While social media has long been considered a medium for passive activism–or
slacktivism–it is now a vehicle for Gen Z’s organizing, sharing and participating in a
new age of civil rights as they intend to push the boundaries of societal norms and
create social acceptance for all.
The United States Census Bureau predicts that by as early as 2018, the majority of
American children under 18 will consist of what we now consider “ minority”
groups; by 2043, the same will be true of the entire population.
New Icons, New Expectations

Departing from the highly manufactured pop stars of generations past, Gen Z feels
they are best captured by diverse figures who are anything but one-size-fits-all. Their
role models are also more likely to use their platforms to promote positive societal
change and to strive to actively influence the culture just as much as they engage
with it.
32
INTRO
LONG LIVE THE YOUTUBERS:

When asked to pit actors/
actresses, musicians, bloggers,
and Instagrammers against each
other, Gen Z voted YouTubers
as most...
33%
47% Likely to 32% 31%
Funny make them Relatable Positive
buy product
31% 30% 28% 27%

In the Trustworthy Influential Genuine
know
Different Yet Equal
Being the most diverse generation to date Gen Z is also one of the most open-minded. To this
group, differences are not something to be erased, but celebrated. Even in their formative years
when the pressure to conform is at its peak, this generation is working toward a future where
all are treated equally, regardless of race, gender, or sexual orientation.
• Nearly one-third of Gen Zs say people their age are more likely to think that everyone is equal.
• Teens today are largely in favor of Black Lives Matter (80%), Transgender rights (74%), and
Feminism (63%), with the majority saying these movements should be acceptable in society today.
• 4 in 10 Gen Zs think their generation is more accepting of differences in other people than
older generations.
• That’s not to say that this movement isn’t without challenges: “There’s a guy in my class who
is mean to me, but I can’t say I don’t like him because he’s gay and everyone would
automatically assume I’m homophobic if I said anything.” – Female, 14, Los Angeles
33
M U L T I PLE PE R SO NA LI TI E S
DROWNING IN IDENTITIES
Who Am I Really? Although having many choices is

commonly associated with well-being
“Be yourself” is the mantra Gen Zs have and freedom, having too many results in
heard from birth, and they certainly have less happiness, less satisfaction and even
their predecessors to thank for paving decision paralysis.
the way. Although previous generations
certainly explored their identities, they
still dealt with a barrage of culturally 2 6 % OF T EENS DO NOT
imposed limits and felt the need to put IDEN T IF Y A S HE T EROSE X UA L
themselves in boxes—gay, straight,
bisexual; male, female, trans; white,
black, mixed. Perhaps in response to
57 % Have friends who are gay/lesbian
the confusion, Gen Zs seem to not want

to even delineate anymore. Growing up
52 % Have friends who are bisexual
in a time when intersectionality is the

32% Have friends who are still figuring out
their sexuality
buzzword du jour, Zs perceive identity
on a spectrum—a complex, ever- 2 3% Have friends who are pansexual
evolving construction of self rather than
a static set of demographic descriptors. 18% Have friends who are asexual
Sure, this fluidity sounds freeing, but it
isn’t without its own issues: with their 9% Have friends who are polyamorous
identity constantly in flux and no way to
accurately categorize themselves, many
Gen Zs are overwhelmed by the sheer
number of choices they must make No “Right” Way
about who they are every day. Gen Z is coming of age in a world that
rejects convention, authority, and tradition.
Author and Psychologist Barry Schwartz Frequently deemed as outdated or
coined the term paradox of choice to unrealistic, the traditional paths are being
describe a phenomenon taking place in blown up and these days, there’s no one
western developed societies: “right” way to live a life.
34
What the majority of teens feel
is acceptable in society today :
71% Swearing
93% Eating meat 70% Owning guns
92 % Drinking soda 69% Same sex hookups
8 4% Having sex 68% Having a baby w/o being married
8 3% Living together before marriage 6 3% Feminism
82% Tattoos 60% No college degree
79% Black Lives Matter 58% Open relationships
74% Transgender rights 5 4% Smoking weed
7 3% Same sex marriage 31% Magic/Tarot cards
Multiple Personalities
Gen Z’s constant connectedness to social networks and internet life has resulted in distinct
digital personalities that have become just as—if not more—important than who they are IRL.
• 1 in 5 teens admit to having a Finstagram (an alternate private Instagram account

where they can post without worrying about likes, comments, ratios, etc.)
The New Niche

Taking a page from their own love of individuality, Xers and Millennials are working hard to
cultivate and support niche interests in their Gen Z children, whereas Millennial kids grew up
seeking success by being jacks of all trades—Mandarin lessons, community service, summer
coding camp, multiple degrees, etc. Having an interest in becoming niche specialists, Gen Zs are
aiming to differentiate themselves through their choice of style, quirks, hobbies, entertainment,
career aspirations, and beyond.
• 1 in 3 teens would rather be an eSports athlete than a regular athlete.

• Hobbies that may have been considered “weird” in the past—embroidery, calligraphy,
professional cooking, gaming, hacking, coding, etc.—are viewed as interesting and
exciting points of differentiation for teens.
35
DE S T I N E D F O R D I SR UPTI O N
Every generation makes an impact on of modern times, the contemporary

society. And while it’s not a competition to Joy Divisions and the mythologists and
see who can create the most change, our makers of new worlds.” Founded by
bet is that Gen Zs will continue to shake multidisciplinary designer Nelly Ben
things up in ways we can’t yet fathom. Hayoun, the experimental University
They’ve seen that the old systems don’t plans to teach students to engineer
work and they’re walking away from them experiences and disrupt institutions. Still
to chart a new path forward. others are offering unusual payment
structure—a two-year coding program at
Education Make School doesn’t cost a dime until you
land a job—or fluid locations—Minerva
After seeing their millennial peers offers undergrads a four-year program
bogged down by debt and woefully that takes place in up to seven
underemployed, Zs are reconsidering global locations.
the need for a formal education, opting
instead for alternative programs and Entertainment
experiences–or no college at all. While
Zs are just beginning to test these new Beyond continuing to explore the cable-
possibilities and may not be the first cutting and binge-watching pioneered by
generation to opt out of college en their Y peers, Zs will create and interact
masse, they see the cracks in the current with media and storytelling in entirely
system and will play a large part in new ways. The advent of independent
building a new one. online entertainment companies (Netflix,
Amazon, Hulu) has already fostered
The Teenagers of Silicon Valley are a experimentation in the format and
group of teens from across the country content of TV shows and movies, but Zs
that dropped out of high school to strike will take this to a whole new level.
it rich by skipping college and getting
high-paying jobs in the tech capital of the Zs will demand–and cultivate–diversity
world. Meanwhile, the recently launched both on and off the screen. Online shows
University of the Underground is an like Transparent, Narcos, and Atlanta
ambitious post-graduate design school ushered in a new era of diverse,
aimed at attracting “the Willy Wonkas
36
W H O IS G E N Z
global-centric content (read: not white-, their first-ever brick-and-mortar stores,

straight- and male-dominated) that the on the other it also means that classic
mainstream media historically shied retailers will have to integrate more
away from. Zs will take this level of technology to keep Zs interested.
representation to new heights. Between VR retail experiences,
AI-enhanced shopping, and
Zs will also experiment with new formats Instagrammable spaces, the consumption
and mediums, including virtual reality. habits of Zs will straddle the digital and
The potential for VR entertainment in real worlds.
all forms (TV, movies, video games, and
even porn) is just beginning to be tapped, Food
and Zs will be the first generation to take
the medium into the mainstream. This For Zs, food is not just about fad diets,
will also promote entirely new styles and artisanal products and meal kits; like
structures of storytelling, as well as a level (almost) everything else with this
of interaction with the media that has generation, it’s about technology.
never been explored before.
Not to get too glum, but in their lifetime
Retail Zs will have to figure out how to feed 9
billion people by 2050 with dwindling
The future of retail is digital, but not in resources on an overcrowded planet. That
the way we once thought. Yes, Zs will be means they’ll have to figure out how to
the biggest generation of online shoppers grow food sustainably. Luckily, a new flock
thus far and will expect shopping to of startups is already starting to take a
integrate seamlessly into all their virtual crack at solving this problem.
experiences. But believe it or not, Zs are
actually craving retail experiences IRL
–just not the brick-and-mortars of old.
As malls die out en masse, a new style
of highly curated and digitally loaded
storefronts that are as compelling as
online spaces are cropping up in
their place.
While on the one hand this means

online mega-retailers like Amazon
and ModCloth are opening
37
Impossible Foods has created a meatless marijuana, whether medical or

burger that tastes, sizzles, and bleeds recreational and these numbers are
(yes, bleeds) like the real deal without any multiplying fast. Eight states and the
animal products. Meanwhile Memphis District of Columbia currently allow
Meats is growing chicken in a lab, Clara recreational weed, and six more states
Foods is reproducing egg whites without are expected to legalize in the next two
chickens, and Perfect Day and Ripple years alone. While those opposed to
are creating new milk alternatives legalization have cited concern over the
with fermented yeast and split peas, potential increase in drug-use among
respectively. None of these products have teens, studies have shown that in states
hit the mass market yet, but when they where recreational weed is legal, teen-use
do, Zs will be the ones to adopt them into has either stayed flat or even decreased.
the mainstream. Not to mention that across the board,
today’s teens are less likely to try any
On the other end of the spectrum, form of drug than previous generations.
virtual diets may become a reality for Zs. As mentioned earlier, this dwindling use
Companies like Project Nourished and may be because they’re already getting
Meta-Cookie are experimenting with VR their fix from another stimulant:
eating to encourage healthy diets with their smartphones.
indulgent flavors. Combining VR headsets
with oxygen tubes and piping in the On top of that, marijuana is a booming
visuals and scents of a certain food, users’ industry, forecasted by New Frontier Data
brains are essentially tricked into thinking to be worth $24 billion in North America
that they’re consuming their favorite by 2025. Cannabis startups are cropping
flavors, while they actually eat an entirely up left and right, from luxury weed
different and healthier alternative. accessories to ancillary tech-focused
products. For Zs, weed may be more
Drugs about getting rich more than getting high.
Between legalized weed, mushroom Work

therapy, and ayahuasca ceremonies, Zs
are growing up at time when the taboo Between the advent of the gig economy,
surrounding (some) drugs is lessening. As startup culture, co-working spaces,
a result, the world according to Zs might and the remote workforce, Millennials
include cannabis cafes, micro dosing for shook up work in pretty major ways.
mental health, and who knows what else. And while Zs are expected to take these
new standards to the next level—the
Zs will be the first generation to come of Freelancers Union predicts that at least
age in an America where over 50 percent half of working Zs will do some kind of
of the states have some form of legal independent work—there are other
38
W H O IS G E N Z
incoming labor issues that Zs will have to

confront and modify.
The robotic workforce is no longer the

stuff of science fiction but an encroaching
reality. A 2013 study by Oxford University
reports that 47 percent of existing jobs
in the U.S. are at high risk of becoming
automated, meaning those human
Teens’ top careers are a mix of
workers would be replaced by robots
traditional and internet-driven:
within 20 years. Amazon already employs
some 45,000 robots in its warehouses; the
U.S. army is considering replacing tens of
thousands of human soldiers with robotic
ones. Meanwhile hotels like New York’s
YOTEL and Japan’s Henn-na Hotel run
major parts of their service with robots. DOC TOR
While some are in a panic about the E NG INE E R
potential for a rise in unemployment due
to automation, many don’t foresee people G A ME R
being replaced by robots, but rather
redirected with future jobs will require YOUTUB E R
more skill, creativity and specialization,
attributes Zs are cultivating anyway. ATHLE TE
6 8%
WOULD R AT HER BE A N
EN T R EPR ENEUR T H A N WOR K
AT A L A RGE COR POR AT ION
39
PUTTING A FACE
TO THE NAME:
PROFILES
40
41
SOPHIA
AGE: 16
CITY: Brooklyn, NY
SEX: Female
I would describe myself as...

an extremely perky person
My interests/hobbies include...
Model United Nations, exploring New York City Things I stress about most are...
and just being with my friends my grades
My career/life goals are... I couldn’t live without...

going to medical school and becoming a my phone
pediatric doctor
My most prized possession is...
The first thing I do when I wake up in the
anything Tommy Hilfiger
morning is...
reply to missed messages and turn on an My favorite brands include...
energetic playlist Polo, Tommy Hilfiger, adidas, Calvin Klein, Levi’s,
and Nike
The last thing I do before I go to
bed is... My favorite website is...
check Instagram Netflix
The most important thing to me is... My favorite apps are...

my future Instagram and Snapchat
42
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
My favorite TV show is... My favorite thing to watch on YouTube is...

Stranger Things Old Vines
My favorite celebrity is... I’m most likely to watch if...

Barbie Ferreira if it is made by BuzzFeed
I’d die if I had the chance to meet... The content I like to watch most is...
Travis Barker Conspiracy theorists on BuzzFeed Unsolved using
either my phone or laptop on YouTube
If I had a $100 would spend it on...
3 day passes to Outside Lands My generation is different from other
generations because...
It’s important to me that the brands we are more socially aware and faster thinkers...
I buy are... therefore we have more of an ability to make a
able to represent my personality before real change in history
I even speak
People mistakenly think that my
In an average day, I check my phone generation...
at least... consists of only self-obsessed slackers when in
a million times reality we are self-aware multi-taskers
The app I go on the most is... The best way for brands to reach members
Snapchat of my generation is...
to collab with known popular brands
I’m so over this app...
House Party
In an average day, I check social

media at least...
40 times
When it comes to social media, I

spend the most time on...
Instagram
The things I love most about social

media are...
the connections I am able to make with
people who live far away... with social media
I can stay in touch
The things I love least about social

media are...
how socially aware about yourself social
media has made us
43
SOPHIA
Screenshots of recent Snapchats
CONTINUED... and/or Stories
Screenshot of my iPhone home screen
Screenshots of my social media

feeds (platforms I like/use most)
3 pictures that show who I am
44
Products I’ve searched for or purchased Screenshot of a playlist I have been

online recently listening to recently
Pictures of my bedroom
Screenshot of my Instagram profile
45
SKYLAR
AGE: 15
CITY: Encinitas, CA
SEX: Female
I would describe myself as... My career/life goals are...

Someone who may seem shy at first (I think I To be an engineer or architect (I’m taking classes
can be a bit awkward at times), but I always try at school next year to further these goals).
to be outgoing and nice to people. I try to be a Although I used to always have dreams of being
relatively humble person and consider myself a a writer someday, now I’m not so sure as I’ve
good friend. I think that I can be funny and fun, begun to find interest in science and have found
but that you would have to stick around a little I’m actually not bad at (all of) it, haha
bit and let us get to know each other first
because I don’t like to jump right into friendships. The most important thing to me in life is...
My family. They are something that will always
My interests/hobbies include... be there for me and help/guide me. A
Writing (short stories mostly and some poetry), possession won’t do me much good when looking
reading, making jewelry, surfing, walks on the for help or guidance, but my family will. Also,
beach, and collecting shells (I’m really good at no matter how insane they are, they will always
finding rare shells) keep me sane.
46
The first thing I do when I wake up We’ve been through a lot together and I feel
in the morning is... that she played a big part in helping me grow
Check my phone (going to be honest). up as kid. I still have her now.
I either open up the reading app that

My favorite brands are...
I was using when I fell asleep, check
Free People (and the other brands they carry),
Instagram, weather, Snapchat, and/or
Spell and the Gypsy, LF (Carmar, Emma & Sam,
Pinterest (not always all of them but
etc), Jeffrey Campbell, Freebird, Fryes, adidas,
a variety every day-although Snapchat
and vans for clothing and shoes, I like iPhones and
seems to be the most constant recently).
Macs for electronics.
Then, I begin to pick out my outfit for
the day, the most important part of my
My favorite websites are...
morning, most times.
Clothing websites... like Free People and the new
The last thing I do before I go to Carmar website as well as the Emma & Sam
bed is... website (all brands sold at LF). I like the Vinted
My tests and quizzes in school. Grades. and Poshmark websites as I love to go thrift
There’s a huge pressure on grades now. shopping and I love finding out of season items
Anything below an “A” is bad when an “A” that I like. I also occasionally peak at Etsy and I
used to be succeeding. use the app to look at the Pinterest website.
I’m taking midterms for my second
My favorite apps are...
term classes currently and it is really
stressful how little time we are given Wattpad (reading app), Overdrive (library app),
to prepare. All my teachers gave tests Instagram, Snapchat, Pinterest, Netflix, YouTube,
only two or three days before the final. Starbucks app, Vinted, Poshmark, and Music app
How many things can I study for at (don’t know if that counts?).
once?!?!? Clearly, this stresses me out

I would die if I got the chance to meet...
the most.
The artists from Glass Animals, Awolnation,
I couldn’t live without my... grouplove, Amanda Palmer, Death Cab for Cutie,
and like almost all the rest of them as well.
not to be cliche, but probably my phone
Some of the bands I would care more about
- how could I ever live without music??
meeting (such as the ones I listed above, but
But I also couldn’t live without my family
still ALL).
as they make me who I am and keep my
rooted. As cliche as this is, my family
is my rock and their more important to
me than anyone or anything, even music,
clothes, and friends (although those are
all awesome too).
My most prized possession is...

I wanna say my phone, or my computer, I
really do. But it is probably my stuffed
bunny. I’ve had her since birth, (a present
from my maternal grandmother)
47
SKYLAR
CONTINUED... When it comes to social media, I spend
the most time on...
Instagram
The things I love most about social

media are...
seeing all the other things that other people
If I had $100, I would buy... are doing and commenting on. I like on Pinterest
you can show others the things you like and
Clothes, clothes, clothes, clothes.
wish you had or things that are helpful to you
It’s important me that the brands I I like seeing everyone’s different personality and
buy are... opinions on things (plus I also like funny tweets
Good quality, comfy, and stretchy. Although, I and text-posts).
don’t feel the need to buy expensive pants, I
love to get things on sale! Also, it is important
The things I like least about social media
are...
that the brands are comfortable to wear and
The fights people have. I don’t like that people
fit well.
argue about things. I feel like everyone is
In an average day, I check my phone entitled to their opinion no matter how “stupid”
at least... it is. But, what I really hate is the stupid
20 times little trends or the people with a million
followers (or sometimes only a little) that only
I go on this app the most... post selfies with quirky captions. I feel like it
It’s a tie between Music (Apple), Instagram, and doesn’t show a personality and only shows a face
wattpad. Depending on the days, I switch a bit craving attention - to be honest, I find these
and my most used apps interchange between accounts to be the most boring (but to each his
these three. own, right?).
I’m so over this app... My favorite things to watch on YouTube

Word cookies. I made it to some of the really
are...
Music videos by my favorite artists...but only if
hard levels, but now they’re too hard and I just
they have good videos (like Coldplay, Twenty One
get frustrated because I can’t do them or it
Pilots, and a few others). I won’t watch a video
takes me awhile.
if it’s the cliche guy and girl love story thing
On an average day, I check my social media or a girl (doing something, not really sure how
at least... they go)) I don’t like them cause they’re boring
10 times, but I check it for longer periods of and don’t relate to the song.
time rather than small bursts
The content I like to watch most is...
Supernatural and Netlix originals or CW
(Netflix) using my television.
48
My generation is different from other

generations because...
We have more women’s rights-the housewife
image is no longer an image for the majority of
people, nor is it a necessity. We are the age of
the beginning of electronics. It’s something we’re
growing up with, while our parents didn’t even
have cell phones growing up as kids.

generation is...
Careless, rude (aka have no manners). A lot of
older people consider kids nowadays rude.
The best way for brands to reach members

of my generation is to...
advertise cheap prices for good quantity/quality.
Adding memes and other jokes teens use into
their ads. Advertising as a new connection for
social media (kind of what Instagram and Snapchat
did). Things like Facebook allow you to use your
username on a app/game to get more points/
benefits. If it’s a clothing brand, advertise skinny
jeans, crop tops/tight cotton tanks with cute
little designs, and short dresses/slips (Brandy
Melville, Urban Outfitters, etc.) for girls, while
advertising the skate/surf style (Quicksilver,
Volcom, Vans, etc.) for boys.
49
SKYLAR

50
51
JACOB
AGE: 17
CITY: Long Beach, CA
SEX: Male
I would describe myself as...

funny, creative, friendly, supportive, and a
The most important thing to me is...
bit weird
working towards what makes you happy and
My interests/hobbies include... satisfied
cars, videomaking, drawing, music

Things I stress about most are...
My career/life goals are... school work and my future plans
something that combines filmmaking and automotive

I couldn’t live without...
technology (maybe something like car reviewing)
my dog
The first thing I do when I wake up in the
morning is... My most prized possession is...
lay in bed for at least 10 minutes my car
The last thing I do before I go to My favorite brands include...

bed is... Apple, YouTube, Bare Minerals, Fiat, Tesla
make my dog go out to pee, shower, put on my
pjs, then put on an ASMR video. ASMR videos My favorite website is...
are videos that are made to give people a tingly, Cnet, YouTube, Twitter, Jalopnik, Gizmodo
relaxing sensation.
52
My favorite apps are... The things I love least about social

Twitter, Instagram, YouTube, iMessage, Music, media are...
Snapchat, The Weather Channel it can be very distracting and isolating from
the outside world, and it can be hard to catch
My favorite TV shows are... up on everything if you’ve been off for a little
The Grand Tour, Unbreakable Kimmy Schmidt, while
Just Between Us
My favorite thing to watch on YouTube is...
My favorite celebrities are... comedy videos, skits, vlogs (not daily vlogs),
Tyler Oakley, Dodie Clark, Kate McKinnon, Troye interesting educational videos
Sivan, Sia, Carly Rae Jepsen
I’m most likely to watch if...
I’d die if I had the chance to meet... it’s in my subscription feed
anyone listed above
The content I like to watch most is...
If I had a million dollars I would spend it Dodie on Doddleoddle and Doddlevloggle using
on... my computer
nothing. I’d put it into the bank because I’m
about to go to college and gain massive amounts My generation is different from other
of debt. generations because...
we have the ability to connect instantly with
It’s important to me that the brands I buy people all over the world and share ideas, jokes,
are... beliefs, and memories.
good quality and support values similar to mine
In an average day, I check my phone at generation...
least... lazy and entitled. We have to work so hard
100 times to try to get a good job, house, and other
necessities that were far easier for previous
The app I go on the most is...
generations to afford.
Twitter
The best way for brands to reach members

of my generation is...
Facebook
focus on making a cool product, NOT a product
In an average day, I check social media at that you think will appeal to us. 99 percent of
least... the time, when companies market specifically
30 times towards my generation, it just ends up looking

desperate, pathetic, and misguided. If the
When it comes to social media, I spend product is good, (and affordable), that’s what
the most time on... matters more.
Twitter
The things I love most about social media

are...
I can talk with friends all over the world and
share things with them
53
JACOB

54

Picture of my bedroom
55
ISSEY
AGE: 14
CITY: Brooklyn, NY
SEX: Female
I would describe myself as... Things I stress about most are...

Creative, smart, stylish, hard worker, trendy, my grades and my dance performances
cool, dancer
I couldn’t live without...
My interests/hobbies include... my phone, computer, dance, friends and family
dancing, horseback riding, photography, and
My most prized possession is ...
surfing
my computer.
My career/life goals are...
My favorite brands include...
to be successful with a job that lets me be
adidas, Apple, Urban Outfitters, Sephora,
creative and do what I love
Victoria’s Secret Pink, Capezio, Brandy
The first thing I do when I wake up in the Melville, Kylie Jenner Cosmetics, Topshop
morning is...
check my social media/ send my Snapchat My favorite websites are...
streaks. kyliecosmetics.com, kyliejennershop.com,
YouTube, Spectrum cable tv, Netflix, Vogue.
The last thing I do before I go to
bed is... My favorite apps are...
Check my social media/send my Snapchat streaks. Instagram, Snapchat, Vogue, Sephora, Kylie
Jenner app, Kendall Jenner app, Khloe
The most important thing to me is... Kardashian app, YouTube, Netflix.
my family, my friends, and dance
56
My favorite TV shows/web series... When it comes to social media, I spend the

13 Reasons Why, Grey’s Anatomy, Gossip most time on...
Girl, Pretty Little Liars, Keeping Up With Instagram and Snapchat
the Kardashians, RuPaul’s Drag Race,
In an average day, I check social media at
America’s Next Top Model, Stranger Things
least...
My favorite celebrities are... 50 times
The Kardashians/ Jenners, Brian Friedman,

The things I love most about social media...
Misty Copeland, Lady Gaga, Beyonce, Selena
Seeing other people and other experiences, and
Gomez, Millie Bobby Brown, Gigi Hadid, The
Weeknd, Yara Shahidi, Blake Lively, Dave seeing people that connect and fight for the
Franco, Liam Hemsworth same social issues that really matter to me
I’d die if I had the chance to meet... The things I love least about social
media are...
Kylie Jenner
bullying and hatred towards others
If I had a $100 I would spend it on...
My favorite thing to watch on YouTube...
Makeup
makeup tutorials, crafty things/DIY. My favorite
It’s important to me that the brands I channels are Brian Friedman, Chloe Morello, Maddie
buy are... Ziegler, and Sasha Morga.
socially liberal... I think it is important
because I want the money I spend to support I’m most likely to watch if...
brands that believe in social justice. I believe it is recommended by a friend or was a book
strongly in equal rights for all people- that I read
LGBTQ, gender equality and the Black Lives
Matter movement. It is a big criteria for The content I like to watch most is...
me when I buy something. Drama/thrillers or reality TV on Netflix, or
Spectrum using my Macbook Air. I also like to
In an average day, I checkmy phone at watch a lot of YouTube videos, specifically Brian
least... Friedman, who is a dancer and choreographer.
maybe more than 50 times a day
My generation is different from other
The app I use the most... generations because...
Instagram It is the most technologically advanced, with ways
to connect socially and with communication
Musical.ly - I am over it because it is only People mistakenly think that my
useful for a few things - and it was generation...
popular for a little while but now I am over is lazy and doesn’t work hard
watching the dances. It is less popular than
it was but some friends still use it. The best way for brands to reach members
of my generation is...
to understand how to use social media and
reach out to teens through social media.
57
ISSEY

58

59
CONNECTING
WITH
60
6611
REACHIN G & RE SONA TING

WITH GEN Z
Gen Z is ushering in the evolution of the brand/consumer relationship

where social media marketing reigns supreme.
GEN Z L OVES THEIR BRANDS:
75% prefer to buy a product with a brand name they recognize
70% would pay more for a brand name they like and trust
68% are passionate about the brands they love
55% wish brands treated them like friends rather than customers
TE EN S ARE MOST LIKELY TO SHARE SOMETHIN G

ON LIN E FROM A BRAND TO...
41% 39% 33% 33% 32%

Make people Inspire Share their Get a Educate
laugh people passion discount people
62
CON N E C TIN G W ITH G E N Z
BECO MIN G MORE INFLUENTIAL IN TEENS ’

PURCHASING DECISIONS:
82% 73% 73% 66% 64%

Deals & Friend User Brand Customer
discounts recs reviews name service
BECOMIN G LESS INFLUENTIAL IN TEENS’

PURCHASING DECISIONS:
64% 57% 53% 53% 53%

Political Celeb Internet celeb Stance on
endorsements endorsements controversial TV ads
affiliation issues
59% don’t like it when

brands try to get people
they watch online to sell
them products
1 IN 4 S AY
T HEIR F R IENDS LIK ING A
BR A ND M A K E S T HEM MOR E
LIK ELY TO PR EF ER T H AT
BR A ND OV ER OT HER S
663
3
THE POWER OF SOCIAL MEDIA:
TEENS TRUST people on YouTube

(38%), Facebook (30%), and Instagram (27%)
most to recommend products
59% HAVE PURCHASED

something they discovered via social
media, particularly teen girls (66% vs 52%)
63% SAY social media content

is becoming more influential in their
purchasing decisions
64
INTRO
59 % WA NT
BR A NDS TO USE T HEIR
INF OR M AT ION TO G I V E
B E T T ER PRODUC T
R ECOMMENDAT IONS
655
A V OI D THE A D B LO CKE R
STANDOUT MARKETING CAMPAIGNS
TROLLI’S BEARDSKETBALL
Candy brand Trolli tapped athlete James Harden for an in-arena activation
that gave fans a chance to shoot hoops with a digital version of the
NBA superstar. Premiering at the highly-anticipated Houston Rockets
vs. Golden State Warriors game, the activation featured a high-tech
basketball hoop, with Harden’s face as the backboard and his beard as the
hoop. Based on players’ shots, Harden’s digital avatar would respond as
though they were playing with the athlete himself. To give everyone at a
home a little taste of the action as well, participants wore Snap Spectacles
that uploaded their one-on-one to Trolli’s Snapchat story and the brand
also created a website, the BeardSmack Experience, which allowed users
to send videos of Harden smack talking to their friends.
WHY IT WORKED:
Trolli’s Beardsketball allowed fans to have a semi-custom interaction with
an NBA star in a way that leveraged Harden’s persona (and infamous
beard) to feel authentic. Plus, by posting on Snapchat using Spectacles,
they gave fans at home the chance to experience a first-person view of the
activation without having to be there IRL.
SPOTIFY’S CLIMATUNE
Spotify has been coming up with fun, innovative ways to integrate their
consumer data into marketing. Recently, the streaming service partnered
with Accuweather to develop their Climatune website, which analyzes
how the weather influences people’s listening habits around the world.
The site allows users to select a type of weather and then pulls data on
a location where that type of weather is common. It also provides locals’
listening habits under those conditions and playlist to match the mood.
For instance, selecting wind may pull-up Chicago; the site then offers a
playlist of songs Chicago listens to when it’s windy.
WHY IT WORKED:
Rather than use users’
3 6 data to market to their consumers in a traditional
sense, Spotify is giving it back to them in a playful, useful way.
66
CON N E C TIN G W ITH G E N Z
VIRGIN AMERICA’S LIVE AD

In an effort to encourage long-haul holidays for the average consumer
(and not just celebrities), Virgin America aired a 60-second live ad that
showcased real people in 18 locations across the globe in real time. Ninety
production crews simultaneously filmed the scenes for the live-edited
ad, from riding the Pacific Coast Highway in San Francisco to snorkeling
in Barbados. The campaign racked up 3.3 million impressions on its
tweets and 16.9 million impressions from its promoted trending hashtag
#SeizeTheHoliday.
WHY IT WORKED:
By tapping into the growing trend of live-streamed content, Virgin was
able to speak to a consumer for whom this is a part of daily life. Virgin also
won points for showcasing normals rather than celebrities.
COVERGIRL’S LASH EQUALITY

Bending gender norms in the media is more than a fad. In 2017, it may
just become the norm. Late last year, CoverGirl signed on its first “Beauty
Boy,” 17-year-old social superstar James Charles. In November, Charles
starred in his debut commercial alongside a diverse cast of women
touting lash equality “for me, for us, for all.”
WHY IT WORKED:
By responding to young people’s push for more diversity, more
representation, and less rigid rules around beauty and gender standards,
CoverGirl made itself relevant to this audience in the ever-evolving world
of beauty.
MARVEL’S CAPTAIN AMERICA MURAL

To promote its new film Captain America: Civil War, Marvel recruited a
team of ten young graffiti artists to paint an iconic scene from the comic
on the side of a building in Los Angeles. The company documented the
entire painting process and released a timelapse of the 72-hour project
on Instagram.
WHY IT WORKED:
Marvel harnessed the visual and creative nature of Instagram by creating
a massive image in real life. The IRL part is important: By making
something tangible, it encouraged fans to visit the mural and post
photos themselves. Marvel was also smart to hire a group of young
artists to create the mural, generating additional exposure via the artists’
social channels while also appealing to Gen Z’s artistic and community-
oriented proclivities.
67
love lists 68
Each of the
following lists has
been curated from
qualitative interviews
of Gen Zs around the
country.
69
YOU TU B E R S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Eva Gutowski 2. James Charles 3. Amanda Steele 4. Sierra Furtado 5. Aspyn Ovard 6. PewDiePie 7. Teala Dunn
8. Joey Graceffa 9. Shane Dawson 10. RiceGum 11. Brent Rivera 12. Johnny Orlando 13. Gabbie Hanna
14. Ricky Dillon 15. Cameron Dallas
70
W H AT’ S H OT
I N F LU E N CE R S + I NTE R N E T PE R S O N A LITI E S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Kylie Jenner 2. Kim Kardashian 3. Bella Hadid 4. Hari Nef 5. Angie Nwandu 6. Tavi Gevinson 7. Hailey Baldwin
8. Sarah Snyder 9. Danielle Bregoli 10. Alexis Ren 11. Jaden Smith 12. Andrew Bachelor (a.k.a. King Bach) 13. Brooklyn
Beckham 14. Luka Sabbat 15. Lucky Blue Smith
71
AC TR E S S E S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Emma Watson 2. Sierra McClain 3. Amandla Stenberg 4. Kiersey Clemons 5. Millie Bobby Brown 6. Zendaya Coleman
7. Bella Thorne 8. Dove Cameron 9. Yara Shahidi 10. Sabrina Carpenter 11. Rowan Blanchard 12. Peyton List 13. Skai Jackson
14. Billie Lourd 15. Sophie Turner
72
W H AT’ S H OT
AC TO R S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Dwayne “The Rock” Johnson 2. Kevin Hart 3. Chris Pratt 4. Zac Efron 5. Liam Hemsworth 6. Ansel Elgort
7. Johnny Depp 8. Tyler Posey 9. Cole Sprouse 10. Dylan O’Brien 11. Miles Teller 12. Matt Damon 13. Will Ferrell
14. Keegan-Michael Key 15. Jordan Peele
73
M U S I CI A N S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Chance The Rapper 2. Zayn Malik 3. Lorde 4. Adele 5. Beyoncé 6. Selena Gomez 7. Ariana Grande 8. Drake
9. Shawn Mendez 10. Ed Sheeran 11. Halsey 12. Camila Cabello 13. Troye Sivan 14. The Chainsmokers 15. Justin Bieber
74
W H AT’ S H OT
E NTE RTA I N M E NT
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Riverdale 2. Stranger Things 3. Teen Wolf 4. Pretty Little Liars 5. Sugarboy 6. 13 Reasons Why 7. The Walking Dead
8. Big Bang Theory 9. Ricky and Morty 10. The Flash 11. Supernatural 12. Empire 13. Scream Queens
14. Orange is the New Black 15. Arrow
75
B R A N DS
F E M A LE FAVO R ITE S
1.
2.
3.
4.
BO
5.
6. 11.
7.
12.
8. 13.
9.
14.
10. 15.
1. Shop Jeen 2. Brandy Melville 3. Sephora 4. Urban Outfitters 5. Nike 6. Target 7. Kylie Cosmetics 8. Starbucks
9. Forever 21 10. Apple 11. Subway 12. adidas 13. Pepsi 14. Dove 15. Oreo
76
W H AT’ S H OT
M A LE FAVO R ITE S
22.
21.
24.
23.
OTH
26.
16.
25.
17. 28.
27.
18.
29.
20.
19. 30.
16. Hershey 17. Chipotle 18. Nintendo 19. Taco Bell 20. Xbox 21. Playstation 22. eBay 23. Domino’s 24. Microsoft
25. Samsung 26. Yeezy 27. Supreme 28. Timberland 29. Amazon 30. Under Armour
77
TE CH / S OCI A L
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Snapchat 2. Instagram 3. YouTube 4. Netflix 5. Spotify 6. Apple 7. Google 8. Whisper 9. Twitter 10. Tumblr
11. Kik 12. Hulu 13. Wishbone 14. Reddit 15. House Party
78
W H AT’ S H OT
FA S H I O N / B E AUT Y
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Political Slogan Tees 2. Sheer Clothing 3. Space Buns 4. Unicorn Makeup 5. Velvet 6. Chokers 7. Enamel Pins
8. 3D Chrome Eyeliner 9. Plus-Sized Fashion 10. Low Top Sneakers 11. Patches 12. Rainbow Hair 13. Dad Hats
14. Bomber Jackets 15. Photo Tees
79
LI F E S T Y LE
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Healing Crystals 2. Gourmet Food 3. Iridescent Colors 4. Radical Self Care 5. Tropical Decor 6. 2010 Nostalgia
7. Female Communities 8. Feminist Book Club 9. Money Talk 10. Astrology 11. Matcha Lattes 12. Polaroids
13. Maximalism 14. Meme-ified Everything 15. Neon Signs
80
W H AT’ S H OT
W H AT ’ S N E X T FO R G E N Z
5.
3. 7.
1. 8.
2. 6.
4.
14.
9. 11. 17.
16.
18.
10.
12. 15.
13.
1. Over-the-top Nail Art 2. Luxury Train Travels 3. Cannabis-infused Experiential Events 4. Wuu 5. Chloe x Halle
6. Saturated Colors 7. Branded Memes 8. Veja’s Silk Sneakers 9. DNA-Personalized Health 10. Adaptogen Beverages
11. Nootropics 12. Platonic Dating Apps 13. AI Art 14. The Middle East as a Travel Destination 15. Plant-Based Protein
16. Baijiu (Chinese Grain Liquor) 17. Nike Zoom Vaporfly Elites 18. Trey Schafer (Influencer)
81
18926
AW E S O M E N E S S
118 2 1 M I S S I S S I P P I AV E N U E
L O S A N G E L E S , C A 90025
310 .601.1960
genz@awesomenesstv.com
TRENDERA
LOS ANGELES | NEW YORK
310.2 79 .1047
info@trendera.com
@trendera
@trendera
83

Gen Z: The Audience You Can't Ignore

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Gen Z: The Audience You Can't Ignore

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GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E

GEN Z: THE NEW ERA OF

10 The Generations at a Glance

CONNECTING WITH GEN Z 60

66 Avoid the Ad Blocker

20 Digitally Defined GEN Z LOVE LISTS

81 What’s Next for Gen Z

With the bulk of this generation currently in their teen

Gen Z is a group with a personality all their own. Parented

While it seemed the world bowed down and catered to the

1970 1980 1990 2000 2005

2010 2015 2017

GEN X MILLENNIALS GEN Z

Absent Parenting Helicopter Parenting Technology Parenting

Bitter Anxious Stressed

Cynical Optimistic Guarded

Malcontents Pleasers Rebels

Independent Communal Global

Confused Identity Clear Identity Fluid Identity

Individualistic Inclusive Advocates

Disgruntled Rule Followers Rule Makers Rule Breakers

Private (they thought) Authentically Public Superficially Public

Specialists Generalists Niche

Tech-Assimilated Tech-Savvy Tech-Natives

Self-Starters Entrepreneurial Pragmatic Path Rejectors

Raw Curated Imperfect

Network TV On-Demand TV Streaming TV

Movie Stars Reality Stars Internet Stars

A serious yet upbeat generation

DE S CR IB E YOUR GENER AT ION IN A MOOD:

(TIE) ANXIOUS/CRAZY/CONFUSED/EDGY: 13%

IMP OR TA N T I S SUE S IN T HEIR DAY TO DAY LI V E S:

52% 49% 41% 40%

5 Y E A R S AGO. T HE Y A L SO F EEL M A K ING I T

SIGN S OF A SUCCE S SFUL LIFE:

70% 63% 62% 60% 58% 55%

IMP OR TA N T IS SUE IN T HEIR

SEX, DRU G S & MOB ILE PHONE S

A recent New York Times article proposed smartphones

“Teens can get literally high when playing [video] games.”

BU T DEEM M A R IJUA N A PER F EC T LY

T HE TOP T HR EE T HING S T EEN S T HINK W ILL H AV E T HE B IGGE S T

53% 42% 28%

COMPA R ED TO OLDER GENER AT ION S ,

69% 55% 50%

HEED THE FEED: The majority of teens can

2 6% Computer 27% Netflix

2 4% TV set 14% Live TV

10 % Tablet 8% Catch up/On Demand TV

3% Twitch (4.4% boys 2% girls)

TEENS’ FAVORITE TYPES

30% teen boys

SOC IAL MEDIA ACCOUNTS

79% YouTube TEEN GIRLS

7 8% Facebook have significantly more social

29% Tumblr OF THE MAJOR SOCIAL

SO CIAL MEDIA PLATFORMS

ACCOUNT, MORE THAN ANY IS GET TING MORE POPULAR

OTHER SOCIAL MEDIA AMONG PEOPLE THEIR AGE

ON LIN E VIDEOS REIGN SUPREME:

ONLINE V IDEOS S T R E A ME D T V S HOW S

5 8% Learning 50% Watching something with friends

5 3% Laughing 47 % Being scared