40% of global consumers belong to generation Z, according to figures from McKinsey.
There are currently about 21.9 million young people from Generation Z in Mexico, which represents 17 percent of the country’s total population, according to the IMCO.
ManpowerGroup estimates say centennials make up 24% of the workforce, a percentage that McCrindle says will reach 27% by 2025.
In 2023, the young people of Generation Z, known as GenZersleave a broad study framework to understand how they will behave this year by virtue of their role as “digital natives”both in their relationship and social interaction and with their commercial performance with the brands.
Various studies give us an overview of what path to take for any industry that seeks to capture the attention of this dominant population group; it does not matter if it is a consumer environment or merely a work environment, the objectives of young people between 18 and 26 years old have very clear priorities.
And it is that the GenZers They have been exposed to the Internet, social networks and mobile devices practically since they were born, so they cannot conceive of a life without the comfort that hyper-connectivity offers in all aspects, especially when it comes to integrating virtual experiences and offline.
Key statistics that 2022 left on the centennials They tell us about personality characteristics that contrast with any other generation and that represent a great challenge for brands and employers, because, according to the “Gen Z Spotlight Report”, from Washington State University’s Carson College of Business (CCB), 70 percent of these young people want to be part of a company whose values align with their own.
GenZers: they are the first “liquid native” generation
This 2023 began with a insight important information collected by the group of communication and publicity agencies DDB Mexico, who analyzed the trend of the Generation Z and the unique traits that differentiate it from the millennials.
With an online survey centennials Mexicans of different socioeconomic strata throughout the country, it is possible to understand the clearest profile of needs and demands regarding diversity, family, digital life, environment, well-being and health, work, studies, politics, fashion and personal appearance, money , relationships and socialization, food, mobility and Other themes.
“At DDB we work to know and understand the new generations. Being able to know what their motivators are and understand what makes them tick helps us develop stronger strategies and impactful creativity to reach the minds and hearts of consumers.”
“In this particular study we are finding interesting characteristics that help us understand some behaviors of this group of young people. We will be incorporating what we have learned into our work for clients”, explains Sergio Briseño, VP of Strategic Planning at DDB Mexico.
The data obtained helped the agency to paint a path of action for the sector of the marketing and advertising, with a vision of the world that does not fight with the beliefs and personalities of past generations, but that, in turn, takes advantage of the pragmatic and dynamic contrast of centennials when it comes to “flowing” with their life dichotomy.
In fact, three key axes were revealed that easily describe “the first liquid native generation”:
Modern, but at the same time conservative
- Despite being aware of the use of public transport, owning a car is still an aspiration.
- Almost half of the centennials better consider education on-linebut for most, traditional education remains essential.
- At work, they feel more comfortable with the security and stability of a traditional system, lessening the role of remote work.
- When it comes to money issues, they are rational, cautious and think ahead.
They seek to balance gender roles
- In the case of men, there is an important evolution in terms of moving away from the traditional stereotypes of men that prevailed in other generations. Men seem to adopt the role traditionally assigned to women (they want to get married and have children).
- The woman is evidencing the moment of freedom and independence that she has won. The level of openness and freedom that they have reached in this generation is very marked.
- Men adopt concerns that used to be part of the stereotype of women in other generations (health and nutrition).
Firm and liquid postures at the same time
- 76 percent of centennials regularly plays video games, that shows us that the gaming has ceased to be just a Hobbie for them.
- They are digital natives, but still prefer the physical world for social interaction.
- As for social networks, Tik Tok is already positioned in second place in terms of the most used (after Facebook).
- Despite their DNA of authenticity, they seem to be aware that an image needs to be saved.
- Although they are concerned about the environment, it still does not have a strong impact on their purchase decision. Probably because they don’t see concrete actions from the brands.
These are small, but important points when it comes to generating strategies to connect with this group, so brands must continue learning from Generation Z, from its origin to the possibilities of its communication, to carry out a good planning of journeys that encourage purchase and consumption. We must bear in mind that, despite being a digital generation by nature, they are very aware that digital is not everything and that it is a balance between the physical and virtual world.
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