GenZ Generation

INTRODUCTION

For a long time, Millennials have been the primary focus of brands, as they are considered the largest consumer force with strong and continuously growing purchasing power over the years. However, just when brands thought they had “figured out” this most powerful consumer generation, they were suddenly faced with an entirely new one — Gen Z.

When referring to Gen Z, people often associate them with the term “digital natives” — those who were born in the era of technological advancement and have grown up living on social media. According to estimates, by 2020, Gen Z accounted for approximately 40% of the global consumer force, and the emergence of this generation is expected to reshape the entire global economy.

A new generation means a new approach. The rise of Gen Z requires brands to adjust their communication strategies, or even abandon traditional marketing approaches that have long been applied. To help brands and marketers better understand this new consumer generation, Buzzmetrics conducted a study on Gen Z based on their discussions on social media.

WHAT DOES THE REPORT HELP BRANDS WITH?
This report aims to provide brands and marketers with an overall understanding of Gen Z by addressing the following key questions:

• Have brands truly understood Gen Z correctly?
• What makes Gen Z different from previous generations?
• What are Gen Z’s interests on social media?
• How can brands effectively engage and reach Gen Z?

Report language: English
Number of pages: 75
Research period: January 1, 2020 – December 31, 2020
Research methodology: The report is based on an analysis of social media discussions from a research sample of 400 Facebook users belonging to Gen Z (users who declared their birth years between 1997 and 2007).