EYES ON YOU

Independent. Diverse. Motivated. Competitive. Tech-Savvy.

Just a few words to describe what makes up the powerful generation known as Gen Z.

Born after the year 1996, Gen Z is a generation of social activists demanding their voices be heard. The group was raised in a world of unrest, with many only toddlers on 9/11 and young, impressionable children during the Great Recession of 2008. These historical events have likely impacted their families in large ways, which has in turn shaped Gen Z’s worldview.

They grew up with the internet at their fingertips and are comfortable using technology for research, work and play. Being witness to the birth of Big Tech, smartphones, and social media has also shaped this generation’s worldview— with Snapchat, TikTok, and Instagram being favorites among the group.

“Gen Z represents the leading edge of the country’s changing racial and ethnic makeup” (Pew Research Center 2020) and is the most diverse generation yet. This group is more likely to care about diversity, inclusion and representation.

For Gen Z, representation goes beyond race. This generation, sometimes coined as “social justice warriors,” are standing up for feminism, LGBTQ+ rights, people with disabilities, survivors of sexual violence and more. Everyone deserves a seat at the table—and Gen Z believes in amplifying those voices.

This generation is also on track to be the “besteducated” yet. Gen Z’ers are “less likely to drop out of high school and more likely to be enrolled in college” (Pew Research Center 2020).

When entering the workforce, some describe Gen Z as more “cautious” and “practical” than previous generations, despite the economy improving since 2008 (Newsweek 2019). Job stability and work-life balance are high-ranking career goals.

Gen Z’s spending power is over $140 billion (Business Insider 2020) and will continue to grow as the

from their parents and guardians. Corporations around the world understand the importance of attracting Gen Z; brands have invested millions of research dollars in hopes of retaining the group as current or future customers.

Unlike previous generations, consumers can now interact with brands 24/7 via mobile phones and tablets. Customers are no longer reliant on TV commercials and can instead do their own research on the brands they plan to support.

Gucci saw a drastic increase in Gen Z sales after employing more inclusive advertisements and collaborations, partnering with relevant icons, and showing transparency in the company’s sustainability initiatives (Business Insider 2020).

In recent years, social media has left room for what is known as “Cancel Culture.” The dictionary defines the term as “the popular practice of withdrawing support for public figures and companies after they have done or said something considered objectionable or offensive” (dictionary.com).

Uses of Cancel Culture can include unfollowing, unsubscribing or publicly

announcing a distaste for a business, brand, group or person. Typically, celebrities, influencers and large companies have been called out on systemic issues like racism, sexism or homophobia—however, this does not mean the everyday person has been exempt.

Cancel Culture is often used to call out brands and businesses promoting fake activism or greenwashing (or in some cases, both!).

Fake activism, otherwise known as performative activism, is the action of promoting a cause “to increase one’s social capital rather than because of one’s devotion to [that] cause.” A company posting support for Black Lives while simultaneously hiding behind accusations of racist leadership and policies is an example of fake activism.

Greenwashing includes the use of misleading marketing and advertising tactics to make consumers believe a company is doing more to protect the environment than it actually is. In a way, greenwashing could be considered a term under the umbrella category that is fake activism. Using vague, non-specific language (like sustainable or eco-friendly) and making claims without proof are just a few of the many signs of greenwashing; looking for third-party certifications before making a purchase is a good place to start when shopping for ethical and sustainable products.

Gen Z has a vested interest in solving timely issues, like racism and climate change, and does not stand with brands faking their support. This group is known for authenticity—they are supporting purpose-driven companies and ethical causes.

In summary, Gen Z has their eyes on you.