Essentials of Gen Z Consumers
Collage Group’s Essentials of Gen Z Consumers presentation explores three areas of our consumer fundamentals research: demographics and segment context, identity, and Group Traits.

April 22, 2022
Giana Damianos – Senior Analyst, Syndicated Research

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Gen Z is America’s most diverse generation to date. About half of the segment is multicultural, and a quarter identify as LGBTQ+. Gen Zers today range in age from 10 to 25 – born between 1997 and 2012, making them the first digitally native generation. In their short lifetimes, they’ve witnessed rapid change and turbulent political, economic, and social crises – including coming of age in the unprecedented COVID-19 era. Their worldview has been distinctly shaped by all of these factors.

Read on and fill out the form for an excerpt from our Essentials of Gen Z Consumers presentation.

Gen Z is a complex, multifaceted consumer group that’s often misunderstood. In fact, over half of Gen Z consumers are not satisfied with how people of their generation are portrayed in advertising.

Representation alone is not enough to prove that your brand cares about Gen Z consumers. Brands today must understand Gen Z on a multitude of levels—from their demographics, to how they identify, and even what they value—to effectively understand and engage them.

Collage Group’s Essentials of Gen Z Consumers explores three areas of our consumer fundamentals research: demographicsidentity, and Group Traits to help your brand authentically connect with Gen Z.

Download the attached presentation for more. In the meantime, take a look at a few key insights and action steps:

Key Takeaway #1: Demographics & Segment Context

Gen Z has the highest intrinsic diversity of any American generation. They’re about 50% multicultural, and about a quarter identify as LGBTQ+.

A Deeper Look:

Every succeeding generation in America has trended towards increased diversity. For Gen Z, this means that diversity is their “norm”, which gives them a unique perspective and worldview from what previous generations experienced.

Action Step:

Make sure that your advertising includes diverse representation and accurately reflects who Gen Z is. Recognize that for Gen Z, gen pop is diverse led.

Key Takeaway #2: Identity

As they continue to come of age, Gen Z is increasingly focused on expressions of Gender, Sexuality, and Race.

A Deeper Look:

Diversity is the norm to Gen Z, and they think about all the things that make themselves and their peers unique – not just race – with increasing attention. Gen Z takes an intersectional approach to identity and expects brands to do the same.

Action Step:

Take a multifaceted approach to portrayals of Gen Z’s diversity – giving unique identity to one individual beats showing many who are only differentiated on a single dimension.

Key Takeaway #3: Gen Z Group Trait – Individuality

Gen Z is highly expressive and proud of what makes them unique.

A Deeper Look:

Gen Z is the most inherently diverse American generation—both in terms of race/ethnicity as well as sexuality. This diverse upbringing has shaped their perspective to be more accepting of differences and individuality, therefore making them feel more comfortable “being themselves”.

Action Step:

Communicate to Gen Z that your brand is a proponent of their individuality.
Give Gen Z the tools they need to be creative and help them show it off.

Key Takeaway #4: Gen Z Group Trait – Game-Changing

Gen Z is laser focused on the future. It’s their top-ranking attitude, and it significantly differentiates them from all other generations.

A Deeper Look:

It’s a natural life-stage occurrence for younger people to think about the future more than older people do. But for Gen Z, they’re not just thinking about it – they are innovating the future as an antidote to the harsh realities of coming of age in a turbulent world of economic, political, environmental, and social crises.

Action Step:

Appeal to Gen Z change-makers by showing them how your brand is intentionally thinking about the future and what action steps you’re taking now to be socially and politically engaged.

Key Takeaway #5: Gen Z Group Trait – Pressured

Gen Z faces intense pressure – ranging from academic to social and even career pressures.

A Deeper Look:

These pressures may seem typical for young adulthood, but they are compounded for Gen Z by the social media highlight reel they face on a daily basis.

Action Step:

Gen Z wants help forging connection and combating loneliness – offline and on. Provide them with the tools to connect with others who share their common interests and attitudes.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Gen Z Research Articles & Insights from Collage Group

Giana Damianos
Senior Analyst, Syndicated Research

Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px