With millennials well into adulthood, businesses are now turning their attention to the next generation entering the workforce: Generation Z. Who are they, and what are their attitudes toward print?
Who is Generation Z?
While age ranges vary, most reports of Generation Z describe them as being born between between 1995 and 2012. Businesses should pay attention: they make up about 25% of the population and are estimated to become 40% of consumers by 2020.[1] Most of Generation Z could be described as digital natives. They have never known a life without digital products and services like Google, mobile phones, and Wifi. With mobile technology a constant in their lives, recent reports show that they spend nearly three hours a day on social media applications.[2]
Generation Z appreciates brands that make authentic, personal connections with them, such as responding quickly to their questions on social media or learning about their preferences. [3] In a recent survey, 65% of this demographic reported that brands should take a stand on social issues.[4] Despite growing up digital, Generation Z values tailored shopping experiences and prefers engaging with products at brick-and-mortar stores. Still, 75% use their phones to research products while shopping.[5]
Generation Z and the Appeal of Print
Generation Z represents an emerging market for the print industry.[6] Recent reports find that they:
- Spend about 1 hour each week reading magazines[7]
- Prefer reading printed books [8]
- Favor printed learning materials (textbooks, research articles) to help them focus[9]
- Value print media and trust print publications more than digital media [10]
Reaching Generation Z
Are you looking to update your business approach and reach out to the next generation of consumers? Here are four tips to consider:
- Incorporate digital technology into brick-and-mortar experiences
- Does your website function across all devices?
- Build customer relationships in person and on social media channels
- See our blog post on social media in the print industry
- Provide personalized and customized products and services
- Collect available data and build profiles of your customers
- Share your company mission and values
The infographic [1] below summarizes this blog post. Feel free to download or share it!
[1] MNI Targeted Media Inc. (2018). Generation Z: Unique & Powerful. White Paper. https://insightlab.mnitargetedmedia.com/?article=generation-z-unique-and...
[2] Valentine, O. (2018). Trends 18: Getting to Know Generation Z. Global Web Index. https://blog.globalwebindex.com/chart-of-the-day/generation-z-trends/
[3] Handley, L.(2018). There's a Generation below Millennials and Here's What They Want from Brands. CNBC. https://www.cnbc.com/2018/04/09/generation-z-what-they-want-from-brands-...
[4] King, M. (2018). Three Things You Need To Know About Marketing To Gen Z Women. Forbes. https://www.forbes.com/sites/michelleking/2018/07/10/a-new-report-reveal...
[5] IBM's Institute for Business Value (2018). What do Gen Z shoppers really want?https://nrf.com/resources/retail-library/what-do-gen-z-shoppers-really-want
[6] Dool, G. (2018). Could Gen-Z Represent an Emerging Market for Print Media? Industry Notes. Folio. https://www.foliomag.com/gen-z-represent-emerging-market-print-media-ind...
[7] MNI Targeted Media Inc. (2018). Generation Z: Unique & Powerful. White Paper.
[8] Sweeney. E. (2018).Survey Shows Digital-Native Gen Z Prefers In-Person Interaction with Brands. Marketing Dive. https://www.marketingdive.com/news/survey-shows-digital-native-gen-z-pre...
[9] Brown, N. (2018). Generation Z and the Future of Print Marketing. Business.com. https://www.business.com/articles/nicholas-brown-generation-z-and-the-fu...
[10] Fletcher, H.(2018). Gen Z Marketing Is Going Retro. Target Marketing. https://www.targetmarketingmag.com/article/gen-z-marketing-going-retro/