知否知否,Z世代你不懂

2019-07-25 16:00:12 4849


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随着千禧一代成为“过去式”,Z世代正迎来“人口爆发”。据估计,目前处于这一年龄段的人群在全球范围内达20亿,并将在短短几年内成为全球最大的单一消费群体。虽然已有很多文章是关于人口统计方面的,但我们仍想直击源头,了解客户,来更有效地推动这一代人强大的消费能力。我们采访了40多名年龄介于16-21岁之间、来自韩国、英国等多个国家的青少年。



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个人主义的兴起



独特性是Z世代最重要的特性。这是历史上种族最多样化的一代,他们并不像以前的人那样害怕差异性。对Z世代而言,无论是建立新的教育体系而言还是打造属于自己的品牌,青春期的他们更注重特立独行。


Z世代希望重新构建已过时的社会结构并创造新的结构。秉承相同理念的品牌会与他们产生共鸣。他们偏爱崇尚自我表达和自我激励的品牌。他们不希望品牌迎合每个人,他们想要品牌迎合个人。



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互联的美感(和冲击感)



从第一天开始,作为数字原生代的Z世代一直就是通过互联网来了解世界。他们不断进行互通,存在一种令人担忧但又不可避免的二元现象,类似拉丁习语“Quod me nutrit me destruit”(“养育我的亦毁灭我”)所表现的一样。虽然社交媒体为成长、学习、联系和建设带来了无限的机会,但它也造成了一定程度的破坏。青少年患抑郁症、产生焦虑情绪和自杀倾向的概率远胜以往。《2016年监测未来》研究显示,每周在社交媒体上花费超过10小时的13岁儿童不快乐的可能性升高了56%,而27%的社交媒体用户患抑郁症的风险会增加。



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缓慢成长



Z世代生于信息年代,拥有更高的智力水平。然而,他们成长的速度很缓慢,以致于他们需要更长时间才能承担成年人的责任。近期刊登在某本儿童发展科学期刊上的一篇文章甚至建议将青春期的年龄上限从19岁提高至24岁。与其他任何一代人相比,Z世代从事的“成人”活动(性行为、饮酒、考取驾照和工作)都比较少。



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与20世纪90年代相比,在九年级学生中,

性行为活跃的人数减少了一半。

2015年,青少年生育率达到全球历史最低水平。

71%的大学男生和67%的大学女生表示

希望他们有更多机会找到长期伴侣。



饮酒

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下降 20%

美国12年级学生饮酒量下降

英国未成年人的饮酒量减半




经济保障

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100,000

美国Z世代进行抵押贷款的人数




驾驶

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在Z世代中,只有69%的人

在毕业前拿到了驾照,而婴儿潮一代为87%




工作/上大学

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选择在夏季工作的八年级学生人数减半

在财政操作上颇为保守的Z世代

花在家庭作业上的时间减少





新定义




对Z世代而言,他们更希望被视为一个独立个体。没有什么比将一个想法强加在他们身上更糟糕的了。请记住,这是不希望被别人所代表的一代人。


他们对被标签化的态度坚定而明确——他们并不在乎,整个社会也应如此。从《纽约时报》到《今日美国》,一些出版物就Z世代想要的称号进行了探讨。结果很有说服力;他们大胆、爱反讽、乐观但也颇为现实,并且在理解他们在社会中复杂地位方面具有超凡认知。



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Gen  Me 和Gen We



无论你怎么称呼他们,你都需要了解他们。而要了解他们,就意味着要接受这是一个深度细分的群体这一事实。


而Z世代又包括两个截然不同的群体:Gen Me 和Gen We。

Move over Millennials, Gen Z are ushering in a ‘population tsunami’. With current estimates at two billion globally, this demographic is slated to be the single largest group of consumers worldwide in just a few years. While much has been written about the demographic, we wanted to go straight to the source to identify how our clients could better tap into their burgeoning spending power. We interviewed over 40 teenagers aged 16-21 from around the world in countries from Korea to the UK.


The rise of individualism


Uniqueness is a priority for Gen Z. The most ethnically diverse generation in history, difference doesn’t scare them as it may have in the past. For Gen Z, there’s more emphasis during adolescence on creating their own path, whether that means building new educational systems or their own personal brands.


Gen Z wants to reframe outdated social constructs and create new ones. Brands that do the same will resonate with them. They sway towards brands that celebrate self-expression and empowerment. They don’t want brands that cater to everyone, they want brands that cater to the individual.


The beauty (and backlash) of connectivity


Digital natives from day one, Gen Z have never known a world without the World Wide Web. Their constant connectivity surfaces an alarming but unavoidable dichotomy similar to the Latin phrase “Quod me nutrit me destruit” (“What nourishes me destroys me”). While social media has provided endless opportunities to grow, learn, connect and build, it has also caused some level of damage. Never before have teens been so susceptible to depression, anxiety and suicide. According to a 2016 Monitoring the Future study, 13-year-olds who spend over 10 hours a week on social media are 56% more likely to be unhappy, while 27% of social media users see an increased risk of depression.


Delaying adulthood


Born in the information age, Gen Z is more intellectually advanced. Yet, they’re also growing up slowly and taking longer to embrace the responsibilities of adulthood. It was even suggested in a recent child development scientific journal that the age range for adolescence should be expanded from 19 to 24 years old. Gen Z is engaging in less ‘adult’ activities (having sex, drinking, getting a driver’s license and working) than any other generation.


Sex


The number of sexually active ninth-graders has halved since the 1990s


In 2015, the teen birth rate hit

a global all-time low


71% of college-aged men and 67% of college women

say they wish they had more opportunities

to find a long-term partner



Drinking


20% Drop


The fall in drinking among 12th graders in the US

Underage drinking in the UK has halved



Financial security


100,000

The number of American Gen Zers with mortgages



Driving


Only 69% of Gen Z had their driver’s licence in their senior year, compared to 87% of Baby Boomers at that age



Work/college


The number of eighth-graders working

during the summer has halved


Less time is spent on homework by

fiscally conservative Gen Zers today



New definitions


For Gen Z, nothing could be worse than being attached to an idea before being seen as an individual. Remember, this is a demographic that doesn’t want to be everybody’s  demographic.


Their approach to labels is loud and clear – they don’t care about them and neither should society. From The New York Times to USA Today, several publications have explored what Gen Z themselves would like to be called. The results speak volumes; they’re bold, ironic, optimistic yet realistic, and über-informed in understanding the complexities of their place in society.


Gen  Me & Gen We


Regardless of what you call them, you need to understand them. And to understand them, means to accept that they are a deeply divided group.


When looking at the generation as a whole, two separate segments emerge that live on polar opposites of the spectrum: Gen Me and Gen We


In the next edition, we are going to introduce the difference between Gen Me and Gen We. Stay tuned!

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