Generation Z – the truth and nothing but the truth By Leanne Ledger
Generation Z are a current challenge for many marketers trying to answer the questions: how do we define them? How do we market to them? What do they need? So of course, many, many articles and studies about Gen Z are emerging (most of which the Access team and I have now read), but along with these studies come quite a few myths. Some articles are brilliant and insightful, showing the differences within the cohort which is hugely important, especially as they want to be treated as individuals. But on the flip side, there are strong arguments to say that we cannot see them as a homogenised group. As marketers we need to be careful not to take some conclusions at face value. We are at risk of going too far into looking at the extremes of Gen Z, for example going digital
only and forgetting about marketing techniques that have always worked. Gen Z are shiny and new, and there have been changes with every generation, but some things remain the same for all generations and we shouldn’t forget that.
So what are some of the main myths emerging around Gen Z? TRUE: Gen Z all have something in common. They were born at the same time so they experienced the same things growing up. NOT TRUE: Gen Z all share the same attitudes, behaviours and characteristics. As with the world at large, there are many tribes, individuals and groups that buck against the
