Generation Z: the new consumers in town

Move over millennials, there is a new generation in town. Born between 1995 and 2001, Generation Z are the new kids on the block. Having grown up in the digital age this generation represent new opportunities to PRs.

Aged 21 to 15 Generation Z have already been dubbed as the next big thing for market researchers, cultural observers and trend forecasters. Columnist for the Times Educational Supplement, Chloe Combi finds them so fascinating that she wrote an entire book about them called ‘Generation Z: Their Voices, Their Lives’. So what’s all the fuzz about and why should PRs be paying close attention to this generation?

Unlike previous generations their relationship with technology defines them. Regarding their consumer behaviour when asked what influenced their buying decisions in a study by Escapade PR, no traditional media apart from TV appeared in the top 10. Although they might have less disposable income as millennials, they are very shrewd. Generation Z is much more likely to shop around, read review sites and blogs, seek out recommendations and constantly refer to social media.

Latest research conducted by Escapade PR shows that Generation Z are completely turned off by celebrity culture and traditional media, and are more connected to peer-to-peer recommendation and YouTube vloggers such as KSI, Zoella and Joe Weller. According to Escapade PR female Generation Z-ers bloggers are actually cited as the fourth most popular celebrity influence. With most vloggers being open to product placement within their videos, PRs as explored in our latest White Paper will be looking to enhance these relationships in 2016.

Looking ahead, this generation will be of much interest to PRs because they represent the future of consumer behaviour. They are independent, self-directed and know how to get what they want when they want it. Knowing the consumer profiles of this generation, the social media platforms they most use like SnapChat and instagram will no doubt play a significant role in the creative approach PRs will take to communicate with this influential demographic.