Many marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences in five main areas
3. ABOUT US
We guide clients growth strategies.
We inform our strategies by uncovering concealed
consumer, competitive and marketplace insights.
We uncover these insights and drivers to purchase
by means of innovative qual-quant research,
assessments, opportunity sizings, predictive
modeling and analytics.
Yet, distilling fact-based insights is just the base to
enhance your marketing effectiveness and reduce
investment risks.
We bring powerful launch pads to you by leveraging
multicultural/general client-side and consulting
experience to arm you with unmatched intelligence
and strategic pathways for sustainable successes.
3
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5. BORN BETWEEN 1996 – 2013*; IN 2016 GEN Z ARE 3 TO 20 YEARS OLD
Source: SSG analysis for ACS 2014 1-year estimate
78 Million
* New York Times, WJSchroer (socialmarketing.org)
GENERATION Z: AMERICA’S MOST
ETHNICALLY DIVERSE GENERATION
US Population: 319 M
Gen Z comprises 24% of US pop;
33% of Hispanics are Gen Z
24%
14%
5%
5%
52%
24%
This study focuses on
Gen Z ages 13-20 in
2016:
• 25 Million Total
• 6M Hispanics
• 13M White NH
Hisp
White
NH
Other
Asian
AfAm
5
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8. PEER-BASED RESEARCH TEAM
CARLOS SANTIAGO
GEN Z GROUP LEADERS
North Carolina
GINA
Florida
PETU
California
NICHOLAS
Texas
MAYGEN
Connecticut
DAVID
MARLEY MORROWJ.C. ALVAREZ ARTURO ARZOLA TATIANA BONILLA
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21. GEN Z ARE VERY INFLUENTIAL;
HISPANICS INFLUENCE LARGER PURCHASES
Hispanic are have more influence on Cars, Trucks, Digital/Tech, NBA/Soccer purchases
21
HISPANIC MORE LIKELY TO BE SUPER-INFLUENTIAL ON…HISP & WNH ARE EQUALLY LIKELY TO…
Source: SSG Analysis of GfK MRI
Teen Mark Study 2015. Major
differences with 90%
confidence level
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25. WHITE NH
LOOSELYDEFINED
CULTURALLY
Sense of having less of a
defined culture
THIRSTY FOR OTHER
CULTURES
Enjoy absorbing non-American
foods, music, dances, languages
TRADITIONAL
More sheltered & less experience
with diversity
PRACTICAL
More pragmatic when making
purchases (not as altruistic)
LOOK TO FAMILY & FRIENDS
OPEN- MINDED
HARD WORKING
AWARE OF DISCRIMINATION
INFLUENCED BY SM
HYPER-DIGITAL BUT
FACE-TO-FACE WITH FAMILY
Gen Z 1.0 CONCLUSIONS
OVERALL GEN Z
DUAL CULTURES &
PROUD LATINO
Influenced by American &Hispanic
Cultures but Hispanic gives them
uniqueness
INFLUENCE LARGE
PURCHASES
CONFIDE IN &
STRESSED BY FAMILY
Parents are confidants which often
cause them more stress
CHOOSE OWN PATH
Driven and have riskiergoals
COMMUNITY-MINDED
Make more decisions on altruism
and emotions
HISPANIC
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27. Gen Z 2.0
Coming This Fall
Thank You!
Copyright 2016 VIVA-SSG. All rights reserved. CONFIDENTIAL
Carlos Santiago
Phone (818) 509-5901
Carlos@SantiagoSolutionsGroup.com
SEND US AN EMAIL TO RESERVE YOUR SEAT IN GEN Z 2.0, REQUEST A
WEBINAR OR SCHEDULE A CONSULTATION ON GEN Z VIA THE FORM BELOW:
http://santiagosolutionsgroup.com/gen-z-new-study-release/
@Carlos_SSG
@MR360Summit