There’s a new audience in town—called Generation Z.
Similar to millennials, Gen Z—sometimes called Gen WE—consumers are complex, but they’re also more self-aware, success oriented, socially responsible and globally minded than their predecessors.
Proprietary research from the communications agency Zeno Group suggests taking a genuine approach to this enigmatic consumer group.
Here’s a breakdown of the study, along with a few takeaways for marketers left scratching their heads:
Consumers in this age group (18 to 25) are tech-driven, but data from the study—dubbed “The Human Project”—show that they are also more inclined to unplug from their devices.