Five Essential Things To Know About Gen Z Consumers

Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand's ability to authentically connect with the Gen Z generational cohort.

Collage Group’s Essentials of Gen Z consumers presentation explores three areas of our consumer fundamentals research for the generational: demographics and economic opportunity, identity related marketing expectations, and Cultural Traits. Read below for several takeaways and then fill out the form to download an excerpt of the study.

Gen Z Essential Traits

1. Gen Z (aged 8-24yrs old in 2021) are more diverse than older generations. In fact, Gen Z is on the doorstep of becoming a majority minority cohort; 49% of the generation are people of color. Gen Z’s intrinsic diversity equates to greater expectations for inclusive marketing practices.

2. Gen Z is also significantly more likely to identify as LGBTQ+ than older generations. The difference between older Millennials (31-39 yrs. old) and older Gen Z (18-23yrs old), alone, is sharp: almost twice as many older Gen Z Americans identify as LGBTQ+ than their Millennial counterparts.

3. New Wave generations – Gen Z and Millennials—are more likely to say they go out of their way to support inclusive brands. Gen Z were also the only generation that included looking for brands that support LGBTQ+ and racial justice in their top five priorities.

4. Gen Z is uniquely open about their sexuality. This is even significantly different from Millennials. 20% Gen Z claim their sexuality as a primary means of self-identification. That’s a stark break from previous generations, where sexual identity is more of a taboo subject.

5. Brands can better connect with Gen Z by leveraging the cohort’s Cultural Traits. Four important traits are: Pressured, Skeptical, Recognition-Seeking, and Self-Expression. These traits can be used to create more authentic advertising, identify efficiencies to connect across cohorts through shared traits, and identify how to best position your brand.

Learn more about these four traits.

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