Generation Z; or Generation Zzzzzzzzzzzzzz........?

Hello viewers. Cold enough?

For this week's blog, I thought it would be a good idea to tackle our 'traditional' 18 year old undergrad market and look at the sort of people they are. Millennials, right?

WRONG. That is so last year. We’ve got a new group to understand, reckon with and talk to; the rather less-than-imaginatively-named ‘Generation Z’.

Like me, you may be unimpressed with marketers’ attempts to boil essences, traits and foibles, let alone socio-political characteristics of individuals into one easy to identify, easy to deride and easy to pigeonhole group of people. Or "tribe" (shudder). But it happens, and it’s something some of us need to get to grips with.

Before we look at what makes Generation Z, it might be best to go back. After the post war Baby Boomers, we had Generation X (definitions vary, but tend to hover around those born between the mid 60s and early 80s. Plus Billy Idol).

Wow; your references are BANG UP TO DATE. What was Generation X?

Generation X anyone?

Sulky kids obsessed with MTV, grunge, hip hop and generally being slack. Unforgivable until you consider that many in this group were formed by the Winter of Discontent, reports and/or experience of Northern Ireland paramilitaries and Margaret Thatcher. No wonder they said “whatever” a good deal. They have, however, been responsible for start-ups (hurrah! start-ups!) and prodigiously wolfing down fast food, and thus giving ushering in the age of obesity.

Then we had Millennials, born between the early 1980s and mid-1990s.

Yes! I’ve heard of that. Them, sorry. Tell me more.

Well, they seem to be given a rough time by those categorising them. Millennials come across as narcissistic and entitled and constantly expecting to be told how they’re doing. Usually how well they're doing. They’re pleasure seekers more likely to immerse themselves in subjects that fascinate them over those which might help their careers. They all have mobiles, can’t remain in a job for more than two years before looking elsewhere and live with parents longer.

Pretty grubby, although in those last two cases, the rise of zero hour contracts and property prices puts Millennials on the back foot, no?

Yeh, ok. Enough about the past.

You’re right. Time is money, after all. Let’s look at this whole new generation. Generation Z.

First off, they’re described as being similar to the Millennials (smart guys, these marketers), although there are a few differences. They are variously described, mainly by Americans (i.e. Wiki), in the following ways:

"No one likes me. It's not fair".

• Many are kids of Millennials. Think about that; Millennials are parents, and therefore, in the minds of 18 year olds, aren’t so much groovy hepcats as lumbering dinosaurs. As an example; as far social media platforms go, Facebook is ‘so yesterday’;
• Tarzan and King Kong grew up in the jungle; Gen Zers grew up in the virtual jungle. Everything is available, free and instantly, so there's less need for intermediaries in sourcing and communicating info;
• Tarzan and Kong had their own problems, although Generation Z has grown up surrounded by global, national and in some case parental economic demise, random shootings and war. As a result, it’s thought they will strive to create and surround themselves with stability;
• On the plus side, all this swiping, gaming and information is churning out some pretty smart cookies; Generation Z kids are highly educated, likely to be more entrepreneurial and pragmatic about their money than their antecedents;
• On the even more plus side, Generation Z kids are considered as wanting to make a difference in the world. Just as well, given recent political lurches to the right. And not just a cosy old school tie kind of right, but an absolute snarling bonkers right;
• Some describe Generation Z as 'brand weary' and thus a challenge for marketers;
• And, happily, eight in ten American Gen Zs view a college degree as necessary in achieving career goals. (At least they did, before Trump). As anyone will tell you, the “Special Relationship” means that when America sneezes, in the UK. we all get covered. (At least we did, before Trump).

So, take this on whatever level you like. Even if you’re full of scorn, it’s good to know the thinking when people start bandying the term around. Let’s look forward, too, to the next generation and the attempts to name it, now we’ve sailed past the 26^th letter of the alphabet. Until then, here's something which isn't American, which provides some useful Singaporean context, and for a term with shifting definitions, asserts some disputed elements of Generation Z (e.g. the extremely short attention span and constant need to be surrounded by a multiple number of screens and gadgets).

Staff colleagues - go here for more on market research at the University of Bedfordshire.