How to Connect With Gen Zs

Gen Zs ELLE Education fernando aguileta de la garza
A generation swap has changed the way brands communicate with their audiences, today we share relevant advice and key figures for a better understanding of Generation Z’s goals and needs.
ELLE Education Business
TopicGen Z / Consumer Trends / Brand Communication

Generational shifts are turning points for the evolution of different social groups. Young people transform the tastes and habits of their predecessors, either historically under a form of reaction or a continuity. 

Gen Zs are now aged 16-23, undoubtedly they face a completely different lifestyle dynamic to those of the last decades of the 20th century. Their new approach to life is not only due to the natural changes in the adolescence-youth transition, but it is also because the global environments are completely different than they used to be, the social interaction through technology is more present than ever, and the universal values are dictated to some extent by a tension between the individual and the collective. 

Fashion and lifestyle brands must be attentive to generational changes in order to understand the different buying motivations of this growing market segment and thus, offer them products and services that live up to their expectations. 

In recent years, Generation Z, or Zoomers as they are also known, have reclaimed the prominence of their predecessors the Millennials, also known as Generation Y. Gen Zs are the first demographic to have grown up with full access to the Internet and portable communication technology, and the world of apps at the palm of their hands. 

Some strategists have been asking themselves what it is that makes them different, or at least their motivations. To shed light on the subject, a Global Web Index (GWI) study, Gen Z Observing the Latest Trends on Gen Zs, examines  the digital behaviors of a generation that came of age in the information era, and labeled it as “highly digitally engaged”. The results of the study contain valuable information to have a complete overview of certain areas in the life of a Gen Z. Education, financial security, attitudes, and social landscape are some of the main topics explained in the research development.

For example, many Gen Zs are highly driven and altruistic, career-focused and concerned about their close environment, such as family, community, and their mental health. Most of them are still living with their parents, occupying the lowest income segment, but they are willing to take risks and get ahead inside the employment market.  

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