BORN TO BE MILD: Generation Z Trend Report

JANUARY 2017

CPPR

TREND REPORT

BORN TO BE MILD THE SUPER-SMART AND ÃœBER CHILL, GENERATION Z

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GENERATION Z CAN SAVE THE WORLD AND OTHER FUN FACTS ABOUT THE PIVOTAL GENERATION

They're entrepreneurs.

They want you to do you.

They're determined as hell.

They're progressive thinkers.

They've been referred to as the "Pivotal Generation," which will likely catch on, just as "Millennials" did for Gen Y. But wait, why was Gen Z dubbed so "pivotal"? Well, they are a generation that has been stuck between two pretty extreme and opposite ideals.

They're connected and informed.

They believe there's enough room for everyone.

They're Generation Z. And they're going to change the world.

But, wait, who is this "Generation Z" we speak of?

Sorry about that, we got ahead of ourselves. Although there's always dispute between specifics like the birthdates of generations, the majority of agencies and research companies identify Gen Z as being born after 1994. Most of the top research agencies reference Gen Z as being born between 1997 and 2015. So, on average, Gen Zers are somewhere between two years-old and early college.

Millennials struck a divisive chord with the world when they were recognized as a generation to value experiences more than material things. Buying material things was looked down upon, and seen as materialistic. To be fair, this instinct was likely passed down by the cool kids of Gen X. Nevertheless, Gen Z, has shifted this way of thinking from “it’s not worth it” to “you have to earn it.” (9)

What makes Generation Z so interesting is their ability to balance super-liberal and semi-conservative ideals.

Generation Z is undoubtedly the most inclusive generation of our lifetime, with an attitude that's infinitely "you-do-you" in style. They also care a whole lot about the effect we're leaving on the environment, maintaining and controlling their footprint and, of course, they care about financial security, They grew up in the recession, after all.

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“I am paying for college by whatever Pell grants I qualify for, and the rest I pay on student loans,” says Tiffany, a college student in Austin. “I was actually fortunate enough to have a college fund, and I used that to pay for most of my college. However, when I switched to an online university, my college fund would not cover it, so I am responsible for paying for the rest of my schooling.” (1)

Having grown up during the recession, the next generation is more driven than ever. They watched their grandparents, parents and older siblings get laid off for reasons beyond their control. In return, Generation Z takes money seriously. They take their futures seriously.

They take their career paths seriously.

In fact, even high school Gen Zers are already considering college loans. According to a survey conducted by TD Ameritrade, almost half (46%) of Gen Z respondents expressed concern about having large student loans. Still, 72% plan to attend college or are currently enrolled. (2) Our world has a big opportunity with the next generation. These young adults and teens have taken their personal experience with hardship and created optimistic solutions to make their lives easier, more enjoyable and above all, secure. And, yes, they're ready to put in the work to get there.

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SOCIAL BEHAVIOR

THE DEATH OF EXCESS

We won't go as far as to say gone are the days when young people experiment with drugs and alcohol. Surely, teens and young adults will always play with such things out of curiosity or selfexploration.

Still, when it comes down to it, young people are partying and drinking less. In Britain alone, the number of night clubs has in fact halved since 2005, down from 3,144 to 1,733, according to the Association of Licensed Multiple Retailers (ALMR). (5) And if you're not so sure, new federal data shows just 9.6% of adolescents, ages 12 to 17, reported using alcohol in 2015. That's down by almost half since 2002, when 17.6% reported the same. (6) The same goes for teen pregnancy, which seemed like a national crisis with millennials. In 2015, teen birthrates hit a record low. We're talking the lowest since the CDC has been monitoring teen birthrates.

By the way, they've monitored teen birthrates since 1970. (7)

" I TRY TO BE NICE TO EVERYONE, BECAUSE I HAVE NO CLUE WHAT’S GOING ON IN THEIR WORLD. " - ZENDAYA

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THERE'S ENOUGH ROOM INCLUSIVITY & COMMUNITY

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When you think of teens, internet slang probably comes to mind. #Goals. On fleek. Bae. You know the drill. But honestly, young people deserve more credit than that. They've been truly innovative when it comes to the concept of communication and community. Super nice groups of people have been brought together by the internet, helping them feel, well, less alone.

Sites like Tumblr and Facebook have been instrumental in creating online communities that expand the world. The nice part about online communities is that they're a safe space. Most secret Facebook groups or online communities are built around the rule that everyone deserves a seat at the table. This has created a very progressive mindset for Gen Zers because it enables the generation to have respect and compassion for people unlike themselves.

According to J. Walter Thompson Intelligence, 56% of US Gen Zers know someone who uses gender-neutral pronouns. In addition, they reported that 35% of Gen Z respondents reported their sexuality to be between 1-5 degrees of bisexuality. This response came second to the 48% of Gen Zers who reported being heterosexual. This type of self-awareness was difficult before the Internet.

Going online can expand your world, and for Gen Z, it's been a masterful education tool in self identity.

Online tools have also raised the expectations of young consumers. Six in ten 16-20 year-olds say they will go out of their way to buy products and services from businesses they know are helping to create a better world. (11) Modern brands must be environmentally conscious, transparent with consumers and thoughtfully give back.

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Millennials were noted for trailblazing a kind of entrepreneur.

Especially for women, a new space has been created for cult-y businesses. From Glossier to Sakara Life, the online atmosphere is open and available for entrepreneurs to fill niche spaces in clever ways. This will not be lost on Gen Zers. The Pivotal Generation is more entrepreneurial than ever.

According to Entrepreneur.com, Gen Y is known for "side gigs" and having multiple careers but Gen Z is more focused on working for themselves. (10) That's right, most Generation Zers feel ready to start their own gig, which makes sense. They're the first generation to grow up fully-immersed in the internet and tech-boom, after all.

Columbia University began offering an entrepreneurship program that is solely for high school students. The program gives students firsthand experience in product development, venture planning, finance and operations. (10) Other universities are implementing similar programs, as are large companies. For example, Microsoft offers high school internships. They're 8-10 weeks long and teach interns different subjects within the tech industry. However, we can expect this young generation to use their resume builders to build their own companies.

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TL;DR KEY

TAKEAWAYS

Okay, so this was a lot of info. It's almost impossible to memorize all of this, so we made a cheat-sheet for you. :)

ENVIRONMENT

MONETARY

This term can be pretty

Having grown up during the

Teen drinking, drug usage

The "you-do-you" mentality is

broad for Gen Zers. They

recession, Generation Z

and pregnancy are at a

so key, as the Pivotal

care bout the physical

doesn't know what a strong

record low. Generation Z

Generation understands

environment a lot. In fact,

economy feels like. They

has started building their

their personal world is the

they've raised expectations

experienced layoffs and job

resume in high school, as

only one they can control.

for brands and how they

losses during their childhood.

they're extremely career-

The Internet presents the

must treat the environment.

That's why Generation Z is so

driven. In fact, most

opportunity to be fully

They also care about their

ready to save, and for the

Generation Zers want to be

immersed in endless

personal environments, and

right reasons. TD Ameritrade

their own boss. Even with

education and personal

they thoughtfully curate

asked Gen Zers what they

rising costs of university and

growth. One thing's for sure:

them. From Tumblr to secret

would do with $500 if they

college, 72% of Generation

the generations after us will

Facebook groups, young

were gifted it right now. 70%

Z plans to maintain higher

be more educated and

people have created real

said they’d save at least part

education or are already

inclusive than ever before.

and virtual communities that

of it, and among them, 34%

enrolled.

After all, they'll be constantly

enrich their lives and

would save it for college.

educate them.

RESPONSIBLE

2

INCLUSIVITY

exposed to stories dissimilar to their own.

- Sources 1

‘Gen Z’ is financially-savvy, with one big exception

2

A Penny Saved,' Ben Franklin Would Be Proud Of Gen Z

GetRichSlowly.org link Forbes.com link

3

TD Ameritrade’s 2nd Annual Survey link Generation Z survey

4

Cracking The Code On Gen Z: Do As I Say, Not As I Do

5

The Drinks Report by Protein Prote.in link

6

Smoking and Drinking Rates Nytimes.com link Among U.S. Teenagers Fall to New Lows

7

8

9

Forbes.com link

Teens aren't having kids Vice.com link Gen Z goes beyond gender JWTIntelligence.com link binaries in new Innovation Group data Gen Z Is On The Rise, Here Is Forbes.com link What You Need To Know

10

Why 'Gen Z' May Be More Entrepreneur.com link Entrepreneurial Than 'Gen Y'

11

5 Reasons Generation Z SustainableBrands.com link Could Be the Ones to Save Us