Who is Gen Z? That would be those born between 1995 and 2010 -- currently ages 5 - 20. And, while they are already quite good at pestering their parents for what they want, they will soon have incomes of their own to spend. So it's worth considering how their preferences are differing from those of their predecessors.
Not surprisingly there seems to be a bit of a backlash -- with Gen Zer's preferring in-person interactions to online. (Levit, 2015) And perhaps even demonstrating a willingness to sacrifice career ambitions for family. I'm sure that Indra Nooyi, CEO of Pepsi, was shocked when her kids told her "We grew up with a mom who was never there." But given that perspective, it makes sense that they would seek a different alternative. (Feintzeig, 2015)
Two other things caught my eye. The first is that they like people they can relate to, not celebrities, so 32% say YouTube is their favorite form of social media.
The second is that they need validation for every purchase they make. Apparently something isn't good until someone else "likes" it. (Mahoney, 2015)
I suspect such a heavy reliance on social proof is the direct result of growing up with social media. What do you think? How important is social proof in your decision-making process? Does it vary by category? Do other age groups care more than you do? Or is this just another form of "authority" featuring peers instead of celebrities, enabling short cuts to avoid decision fatigue?
And what about the other observations? Are the Gen Zs that you know eager to have in-person interactions? Are they potential stay-at-home parents?
Levit, A. (2015, March 29) Make Way for Generation Z. nytimes.com Retrieved November 20, 2015, from
Feintzeig, R. & Rexrode, C. (2015, October 1) Still a Long Road To Gender Equality. wsj.com Retrieved November 20, 2015, from
Mahoney, S. (2015, November 20) Gen Z Basics Include Personalization First, Validation Second. mediapost.com Retrieved November 20, 2015, from