Gen Zs: Born free with everything for the taking …
Forget the Millennials, these are the real shape-shifters
IN SOUTH Africa, our Generation Z falls into another category, that which we call “born frees” to highlight the fact that they were born after the country attained democracy in 1994. This generation, the eldest of whom will celebrate their 21st birthdays this year, should be on every marketer’s mind as they consider how to drive their brands’ future growth.
While the Millennials, the preceding generation, were the catalyst for many of the consumer and work shifts we’ve seen to date, the guys and girls of Generation Z have been described as being a “bit edgier” than Millennials. Growing up fast, enabled and empowered by a techheavy and digital world, we might start to see them influence the world much sooner than we anticipated.
There is no denying that members of Generation Z have grown up in a time with its own political and economic turmoil, with issues such as unemployment, poor education levels, crime and terror, questionable political leadership, global warming and a recovery from the most recent economic depression shaping the realities of their lives.
And while most of their traits, attitudes and behaviours have yet to be researched and defined, what we can appreciate are the things that are influencing their lives now, and that will shape their mindsets and behaviours as they come of age in the future.
Their parents, mostly Gen Xers, have opted to raise them with a less conservative approach to life.
Their communities and schooling environments are far more liberal, diverse and integrated than any other generation may have experienced before.
The beauty of this generation is that they do not see colour. Unlike their parents and grandparents, when describing their friends, they make no mention of their racial profile and simply refer to them as Mishka or Lesedi.
The colour of someone’s skin does not plague their lives, as seen by their multiracial group of friends from diverse cultural backgrounds, but rather makes them more aware of the similarities than differences between themselves.
Furthermore, with the changing dynamics of families and traditional gender roles, issues of gender inequality may also be less prevalent as they become adults.
More than a third will be raised by single mothers who are more financially and emotionally independent than mothers from previous generations, and others will have the presence of more responsible and emotionally involved dads.
Many will witness parents who share equal loads and responsibilities in raising their families, and more and more will be born to parents of different cultures and race groups, possibly even same-sex marriages. Our taboos will simply become their normal.
Equally important, this group of individuals doesn’t know the world without the internet and technology. They’ve been connected from birth, have had their own cellphones from primary school and now submit homework online.
They are digital natives whose expectations will be set by the immediacy of the digital world and straight-talking brands that can keep up with experiences that talk to their varied and fast-changing interests and passions.
Unlike the rest of us who relied on our friends (who often gave us poorly informed advice) or on parents and teachers (who tried for some reason to shield us from the truth with their white lies), Gen Zs simply turn to Google to ask why? Be it right or wrong, they have the answer to every single question that is on their minds at their fingertips. Empowered with all this information, they know a lot about a lot of things, allowing them to make decisions confidently.
Contrary to popular belief, these digitised kids know how to socialise better than most of us and they value face-to-face engagement. With exposure to more people from different backgrounds, they are comfortable with having honest conversations with anyone about anything, even if they’re twice their age. And thanks to social media, they are accustomed to engaging with friends all over the world, so they are well prepared for a global business environment.
Armed with all the information available, they will not be afraid to speak their minds, give their point of view, school you or give you advice on your personal stuff. They will be highly aware of the social and environmental issues that affect their world which will see them actively speak up and choose to be associated only with brands and companies that are making a difference in the world.
Like any youths before them, optimism fuels their enthusiasm for life, and governed by self-belief, everything is theirs for the taking. They will further embrace individuality and freedom of expression with much confidence and ease which will see them adopt any tastes, styles and fashions.
Gen Zers seem eager to be cut loose early. They don’t sit and wait for their parents to teach them things or tell them how to make decisions; when the time comes, they will want to go out there and discover and explore the world.
Unlike previous generations who have idolised celebrities and prominent professionals, this generation will not be inspired by a one-dimensional approach to life and success.
Instead they will inspired by the excitement of exploring different avenues. When they reach tertiary education, they will want to study a BCom combined with drama and digital sound engineering, so they can become business-minded entertainers, simply because of their love for music. One dream is simply not enough. Experiences are their social currency, and they would rather not live a one-dimensional life.
Their greatest privilege, freedom of choice, could also be their greatest downfall. With boundless opportunities – be it lifestyle, education, career, social dynamics and brands – it will be up to them to take accountability of their decisions.
Leshilo is a project manager at strate gic marketing consultancy, Added Value.