Category: Decoding gen z

By Nadine Dietz December 12, Tiffany Zhong is a serial entrepreneur at just Zebra IQ is her sixth business endeavor that applies all the skills she gained from her first five adventures: a magazine, an education tech startup, a social app, a product finder and a full-time investor.

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Her mission is to help brands better understand Generation Z by offering them an opportunity to get real-time feedback from Gen Z consumers. She named her latest company, Zebra IQ.

I recently turned 22! At a very young age, I knew I wanted to build products that can make a difference somehow.

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At 15, I started a magazine that focused on music, fashion, and tech. At 16, I worked on an education tech startup that developed a better note-taking app which would allow students to draw on their iPad and type out notes on their computer in the same document, which was a huge problem for me in biology class! About this same time, I started using Twitter because I was curious and wanted to get my questions answered from founders and investors.

I was able to meet a lot of incredible folks who were willing to help guide me. But before I did that, I worked on a number of social apps, such as an app that let you send disappearing images and videos to groups of friends.

It was Snapchat groups before snap groups was created. I joined as a full-time investor focused on early-stage consumer startups and worked there for a year and a half. During that year, I started thinking about what I wanted to work on next. What led me to starting Zebra IQ was that many top VCs and founders started asking me whether they should invest in certain consumer companies and would bounce app ideas that focused on youth off of me.

15 Mind-Blowing Stats About Generation Z

So I thought, why not create a company that can do that at scale, hence Zebra IQ. Zebra IQ helps companies collaborate with Gen Z for brutally honest feedback on product, branding, and marketing decisions. Consumers want to to feel heard and valued at every interaction and that their feedback is being incorporated along the way. Gen Z is really smart and attuned to what's an ad, what's low-quality content, etc so with the ability to vet quickly, we scroll through Instagram, Snapchat, and other apps at rapid speed since most content sucks, frankly.

But when we talk about attention span, Gen Z can pay attention if we really want to. A good example is Netflix binging for hours -- we wouldn't be able to do that if we had a short attention span right? Another thing is that Gen Z is the Side Hustle generation. We've figured out how to make money online to be able to buy the things we want to buy, travel to the places we want to visit and eat at the restaurants we want to eat at.They are bright, innovative, confident in their skills on all manner of digital screens and devices: This is Generation Z, many of whom have little notion that they have begun to short-circuit some of the essential cognitive and affective processes that produced the digital world they inhabit.

Furthermore, no small number of these young humans would grimace if asked to read this last sentence with its multiple clauses and syntactical demands. Reports from university and high school instructors like Mark Edmundson describe how many students no longer have the patience to read denser, more difficult texts like classic literature from the 19th and 20th centuries. I am less concerned with students' cognitive impatience than with their potential inability to read with the sophistication necessary to grasp the complexity of thought and argument found in denser, longer, more demanding texts, whether in literature and science classes or, later, in wills, contracts, and public referenda.

The reality is that our young people are changing in ways that are as imperceptible to them as to most adults, particularly in how, what, and why they read—the cornerstone of how most humans think for the last few centuries with the spread of literacy, as I discuss in my book Tales of Literacy for the 21st Century.

GEN Z Bible Translation

Changes in the reading performance and reading habits of our young are chronicled in the surprising, just-released results of a series of studies by scholars in Europe, Israel, and the United States. The results of research by Jean Twenge and her colleagues on young people's reading habits over the last 50 years is summarized in their subtitle: "The Rise of Digital Media, the Decline of TV, and the Near Demise of Print. Perhaps the most depressing statistic that the researchers cite is the decline of daily reading of some form of print—whether magazine, book, etc.

The authors use the notion of "displacement theory" to contextualize their results; 82 percent of young people use social media today, which more than likely displaces time they might formerly have given to reading. Although such changes may make some of us wince, they are unsurprising. The more unexpected and worrisome changes appear in the comprehension capacities of college-aged students when they're reading on print or digital-based mediums.

In a huge meta-analysis by European researchers in the E-READ Consortium of oversubjects in 58 studies conducted between andyoung people were significantly better in comprehension skills when reading the same text on print, rather than on digital screens. The researchers found that print enabled higher comprehension across genres, and that this heightened comprehension became more marked when a student was being timed. Perhaps most surprisingly, the superior comprehensibility of print increased over the years: Thus, the readers most likely to be digital natives were actually comprehending text better when reading it in print, rather than on screens.

This research by scholars in the E-READ consortium portrays a generation that grew up with digital reading and appears to be less likely or potentially less able to use more sophisticated cognitive processes to the fullest when reading on screens. A related body of research in Israel, led by Rakefet Ackerman and her colleagues, compared the reading skills among Gen Z on print and digital mediums and demonstrated these same trends, with an important caveat: When asked which medium produced their best performance, Israeli students "perceived" that they were better on digital.

They had no knowledge that they read with less understanding and detail when reading on screens. They falsely associated faster speed with understanding.

A similar study in the same country by Tami Katzir with much younger readers again showed the same effects on comprehension. The questions raised by these studies have profound implications for Generation Z. Research in the neurosciences, I believe, has a special contribution to make. In my own work on how the human brain learns to read, I have emphasized the role of neuroplasticity in understanding the changes to reading in a digital world.

Crucially, the particular processes in the circuit reflect the environment that forms it—e. Therein lies the cerebral catch that helps explain what is happening to our young. As our youth read ever more on digital devices—which privilege fast processing, skimming and word-spotting, filtering voluminous information, and multi-tasking—their circuits adapt accordingly, often acquiring new, cognitively innovative and visually sophisticated processes.

As Sherry Turkle of the Massachusetts Institute of Technology asserts, however, it is as important to recognize which capacities such innovations disrupt or diminish as which ones they expand.

decoding gen z

We must understand whether our youths' adaptation to digital affordances is diminishing their use of time-demanding deep reading processes: from background knowledge, inference, and critical analysis to empathy and insight. Indeed, we must all ask whether we have begun the insidious skipping of the focused attention and time needed to analyze the truth and implications of what we read on whatever medium.Born beginning in the mids through the early s, the oldest members of Generation Z have recently graduated college and have joined the workforce while other members of this cohort are dispersed across college campuses and high school hallways throughout the nation and around the world experiencing internships and part-time jobs, and the youngest members of Gen Z just graduated kindergarten.

In my attempt to prepare employers for this cohort of future employees, I immersed myself in Gen Z in two ways.

What’s trending: Experts decode Gen Z

First, I reviewed surveys, studies and insights regarding Gen Z that were published globally. I then conducted extensive one-on-one interviews with members of Gen Z across the United States to validate the research and provide anecdotal commentary which I include in my research findings. I interviewed more than 50 members of Gen Z across the United States ranging from high school freshman to recent college graduates, ages 13 to 23, to help inform and prepare employers for Generation Z which comprises approximately 65 million individuals in the United States alone.

The research consistently reinforced that members of Gen Z are tech-smart, entrepreneurial-spirited, community-minded, socially conscious and purpose driven, and they prioritize speed, immediacy and efficiency.

Generation Z shared insights regarding trending topics, media consumption, favorite technologies and what they are looking for with respect to culture and mentorship when it comes to internships and jobs with future employers.

As Gen Zers enter the workforce, they are looking for large corporations with thousands of employees to offer them a more personal experience. Large corporations can benefit from having communities that foster real connections and shared passions.

Through smaller interest groups, we gain a greater sense of belonging and commitment. Gen Z is looking for employers to have a higher purpose that goes well beyond a simple transaction and profits. Go beyond doing something to or for your employees and create a shared purpose with them. Mentorship was even more important for Gen Z than time-off and being able to work remotely.

A mentorship-driven agenda by Gen Z produces mutually beneficial results for not only the Gen Zer but the company for which they work. We want to better understand the strategy behind the ask. Gen Z is looking for a role that takes them beyond just being a cog in the machine. In a column in Inc. For example, the media intelligence company Meltwater designed its culture around building and reinforcing an entrepreneurial spirit in its people.

Gen Zers look at their world through a hour, seven day-a-week lense. The nine-to-five mindset of previous generations is officially extinct for many Gen Zers. When discussing the workplace and jobs with Gen Z, very few advocated for the traditional nine to five. As the first Gen Zers graduate college and secure employment, corporate America needs to prepare themselves for a generation that is looking to work by a new set of rules.

While older generations have no problem with commuting for hours a day, each way, especially in major cities, Gen Z considers it an inefficient use of time. It offers me the flexibility to start assignments much earlier in the morning before I normally would arrive at the office, and by doing that, I can also carve out some time during the day for a workout or a lunch social and I return to my assignments more energized, excited and focused to meet my deadlines.

They will be arriving with solid recommendations and tech-based solutions regarding how to conduct business in new and innovative ways and corporations and organizations should not resist. Mark Beal is a columnist at Grit Daily. A veteran brand marketer, he is a professor of public relations and marketing at Rutgers University. About The Author. Related Posts. Apr 14, Sign Up. Pin It on Pinterest.Now enter an equally complex generation: Generation Z.

10 Ways Gen Z Will Transform the Workplace in the Next 10 Years

Who are they? Defined as individuals born betweenits oldest members are just about to enter the workforce while its youngest members are still being censored on YouTube. The infamous words parents and authority figures hear from younger generations. In this case, it is actually somewhat true.

While similar to millennials, Gen Z is more accepting and more diverse than its predecessors. How does this impact brand loyalty? Gen Z expects brands to not only understand their diversity, but to embrace it as thoughtfully as they have. Gen Z is hesitant to give a brand their loyalty and quick to take it away. Brands and retailers must find ways to communicate with Gen Z that embraces their diversity in an authentic way. Younger consumers want to connect with brands that take a stand and want to make the world a better place.

Rather than erring on the side of caution out of fear of being offensive, brands should instead focus on standing for what they believe in. Brands like Patagonia have been vocal about their beliefs that directly reflect their brand, which in this case were national monument rollbacks. Brands that can take a genuine stand on important issues to this generation will earn their loyalty.

Brands are no longer successful in gaining customer loyalty by being the loudest and most visible. Gen Z is the first generation to grow up truly mobile-first. Even most millennials remember a time without internet and smartphones.

Gen Z has been bombarded with marketing messages for as long as they can remember and have become a generation of marketing skeptics. This is a generation that grew up with online communities being a commodity and want their relationships with brands to be more than a one-way conversation.

This is where communicating with Gen Z through various channels is an important factor in getting messaging across.

Tiffany Zhong CEO of Zebra IQ Decoding Gen Z in Real time

This generation is more likely to interact with a brand on social media, but is also more likely to disengage if that interaction is inauthentic, or if the brand is slow to respond. While technology has been rapidly evolvingmany brands and retailers have struggled to keep pace not only with the technology itself, but also with the changing consumer expectations that have resulted from it.

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Diverse, mobile-first and socially conscious, Gen Z, like its predecessor, millennials, will continue to challenge traditional marketing strategies. Say Something Valuable: Personalization is Key Brands are no longer successful in gaining customer loyalty by being the loudest and most visible.Both generations have grown up with technology at their finger tips, and process masses of information every day, hour, minute… Leading them to be more open minded, outspoken, inclusive and less likely to see binaries than their older counterparts.

They spend less time connecting and sharing with others, and more time exhibiting their lifestyles in a carefully enhanced way. Move over Facebook, hello Snapchat.

decoding gen z

Millennials who grew up idolising world-famous celebs. But with perfectly crafted personas, comes pressure. While they talk about the importance of being genuine, much of what they themselves produce online is highly performative and keeping up appearances can be hard. They are one of the first generations to believe they will struggle financially more than their predecessors. But they have also grown up with more of an understanding of the importance of mental health, balance and wellbeing… Providing them with the tools to express their feelings of stress and anxiety, potentially more cohesively than their millennial counterparts.

They were born into a world of terrorism, witnesses to a refugee crisis and have felt the effects of global events like Brexit at a formative stage of life. Increased awareness and debates around social issues means that having a point of view is more important than ever before.

Gen Zers must align themselves to a cause to show their finger is on the pulse. Generation Z is no doubt an interesting and complex bunch. Want to find out more about how to win with Gen Z? Check out our infographic here. MRS Customer Summit So what similarities do Generation Z and Millennials have, I hear you cry? What does success mean to Generation Z?

Previous Post. Next Post.If not, you will not want to miss this event! He collaborates daily with Gen Z as the first-ever full-time professor of public relations in the School of Communication at Rutgers University and at Montclair State University where he advises the student-run, Gen Z public relations and marketing agency, Hawk Communications. Both books are available for purchase on Amazon. Mark brings his Lessons to life via his podcast series, Lessons in Leadership. In each podcast episode, Mark interviews a leader and delves into the mentors who inspired them as well as the lessons in leadership and life that they share with their current followers.

The podcast episodes can be listened to for free by simply going to www.

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decoding gen z

About this Event Marketers, media and employers — are you fluent in Gen Z? Contact the organizer to request a refund. Eventbrite's fee is nonrefundable. Map and Directions View Map. View Details. Follow this organizer to stay informed on future events.

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Your message has been sent! Your email will only be seen by the event organizer.The reason is that post-Millennials are a generation that no longer reacts to a traditional communication approach. Tap into key Gen Z behaviours The key insight for brands is that Gen Z-ers are all about authenticity. They want to present themselves as they truly are — without filters or labels, with no limiting binary visions or hiding of their true emotions.

What does this mean? That Gen Z-ers expect a brand to take a position. Gen Z-ers conceive different versions of themselves and exhibit varied behaviours according to each situation. The same person may project themself in a certain way on Facebook, in another on Snapchat, and totally differently again on Instagram.

Brands need to understand this and hone platform-relevant presentation for themselves. Their identities are fluid. There are no taboos.

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Gen Z-ers are breaking down barriers and social conventions, showing themselves for what they are in terms of emotions, gender and sexual orientation. They see differences in cognitive and mental health as something to embrace. Negative feelings like melancholy and sadness are also accepted - as part of being human. In contrast, many brands still think and act intimidated by talk about and reflection of non-positive moods and behaviours.

decoding gen z

They adopt an ugly aesthetic. This generation loves imperfections that must not be hidden or masked but shown as a factor of uniqueness. Teenagers intentionally publish photos on Instagram without glossy filters to show the truest aspects of their lives. The end of Instagram's filtered aesthetics, and the subsequent normalisation of ugliness, are a natural reaction to the ideal of perfection that has characterised previous years.

Gen Z-ers have a strong desire to establish connections and find a space where they can feel close to similar people to talk and think freely. They have started to turn towards a more internal and intimate dimension, focusing on small groups of friends, easily reachable thanks to the digital tools available. And it is precisely these restricted circles that exercise the greatest influence over them. As a generation of creators and inventors, they expect to make their voices heard and have a direct impact on products and services.

Release the potential of audio. Gen Z prefers using content via screens. But its appreciation is also growing for audio solutions as an alternative to excessive visual stimulation. Understand the power of gaming.


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