José Villa, President and Founder of Sensis, shared in a Media Post publication the relevance of Generation Z, made up of consumers born between 1995 and 2010, for the current market.”Generation Z is starting to get as much attention as Millennials, and rightfully so. Besides their sheer size -there are 83 million Americans under 20 who represent 25.9% of the U.S. population- they are the first generation born after the Internet age. They are also the last generation to be majority non-Hispanic white (52.9%). As I noted in a previous article, if the mixed ethnicity Hispanic-White population of Generation Z is added to the multicultural total, Generation Z is actually the first minority-majority generation in American history.”For the expert, the most important thing about this demographic group is the how their cultural diversity will make them different. Sensis and ThinkNow Research is carrying out a research titled We Are Gen Z, the first study to analyze this group’s behavior cross-culturally in depth. Among their initial findings is the notion that culture is a core indicator of identity for Generation Z and that a majority of Generation Z will define their cultural identity in a different way from their predecessors. For them family is the most important role model; celebrities no longer have this place, although the brands they choose continue to be important in their lives.
