The Gen Z Frequency summary

It’s true that Generation Z is a large, global demographic that shares common values and attributes. However, brands should be careful not to approach Gen Z as if every member is the same.

Generation Z is a diverse group of highly nuanced individuals. Each subset has different needs, wishes, lifestyles and cultural contexts. If brands want to appeal to Gen Z, they need to be dialed into this diversity.

When it comes to tapping into the Gen Z psyche, understanding their lives, priorities, daily challenges, cultural touchstones, and digital habits is crucial. 

To help with this, the authors have outlined a list of generational markers – or youth culture attributes – that define Gen Z. They are independent, diverse, socially engaged, pragmatic, collaborative, intent on privacy and skilled at filtering out irrelevant information. Perhaps the most defining marker, though, is social consciousness. 

The idea that trust is critical when building consumer-brand relationships is nothing new. The advertising industry has been championing the value of trust since the early 1990s and it’s also been a topic of 

extensive research by behavioral and chemical scientists.

It’s no secret that social media has become the lifeblood of Gen Z. If they’re not tweeting or uploading photos to Facebook, they’re Whatsapping their friends or creating Insta-worthy stories from their weekend activities. That’s why it’s more important than ever for brands to have a strong digital presence and an effective social media strategy. 

When it comes to connecting with Gen Z in the digital world, brands should consider which platforms their audience is using and when. They should then devise content that suits that particular platform and post it at a time when users are most active. 

Ever seen a brand post something on social media that's so dull you just scroll on past it? Then you’ll know that there's nothing worse than uninspiring content. And, if you won't give that content the time of day, you can be sure that a member of Gen Z won't either; that's why, to get this generation's attention, kick-ass content is key.

Taco Bell is one brand that has nailed youth engagement on social media. Whether it’s on Snapchat, Instagram or Twitter, Taco Bell produces content that is memorable and share-worthy. Most importantly, their posts tell a story. Let’s dive a little deeper into this by examining some of their most-used platforms.

It’s probably no surprise to hear that Gen Z is always digitally connected. A 2012 study by the Kaiser Family Foundation reported that US kids between the ages of 8 and 18 spend 6.5 hours a day absorbed in media – whether watching TV or videos, using social media, or surfing the internet. 

Because of this, Gen Zers have become skilled multitaskers. While spending time online, they might also listen to music or have Netflix on in the background. Their attention is constantly split between multiple devices, all of which compete for their attention. This means that brands who want to cut through the noise will need to focus on short, snappy, visually appealing content – things that convey a message or a story relevant to Gen Z. 

It might sound like a paradox, but as the world becomes increasingly more connected, young people are becoming lonelier. In a landscape of mobile phones and endless social media feeds, it’s easy for young people to feel detached from the things in the world that really matter. 

That’s why many Gen Zers are turning to online communities to help them find more authentic connections. These communities can be built on social media platforms and blogs and even based around hashtags. They are usually founded upon common interests – like pop culture, political opinions or environmental issues – or are based around offering help and support in some way, like in mental health groups. So, how can brands create their own communities?