While the rest of the world is fixated on Generation Y, a spectacular Los Angeles advertising agency, Omelet, has turned their focus to the next wave: Generation Z. That includes kids born roughly between 1994 and 2010.
Report on Generation Z
In a brand new report published yesterday in their online magazine WAKE UP (available via the free digital publishing site ISSUU or download it here), they dig into the mysterious new group of adolescent anomalies. The report is 41 pages long and has a terrific design. It’s broken up into a dozen or so different articles so it’s easy to print off and read as you have time. It covers several hot topics related to Gen-Zers including food, sports, entertainment, education, jobs, finances, social media, travel, diversity and more. (The one topic they steered clear of is religion.) The report is primarily geared toward marketers, but as the parent of three members of Generation Z, I found it a fun and informative read.
By the way, the editor is Sean McNamara, a card-carrying Gen-Xer. He writes:
As a card-carrying member of Generation X, I’m admittedly biased on the subject, but I am fascinated by how different we are from Boomers in our approach to parenting. Drawing on some broad generalizations, Gen X’ers are grounded individualists, while Boomers are optimistic populists. And those traits have greatly Gen X parents aren’t just encouraging their kids to unleash their real-world applications for their ideas, and empowering them to
bring their thinking to life.
Another writer, Sabena Suri, wrote this edgy introduction:
Let’s face it: Millennials are the generation we all love to hate. Stereotyped as lazy, entitled, unmotivated, and generally annoying, there’s little to say about this generation that hasn’t already been said. Thankfully, there’s a new kid in town (literally): Gen Z.
Born between 1994 and 2010, and currently all under the age of 18, members of Gen Z may still have a lot of growing up to do, but they’ve already packed an extraordinary density of experiences into their formative years. From the vulnerability of domestic terrorism and shattered safety of the schoolroom, rise of marriage equality, Gen Z’ers are coming of age in a world where change is accelerating at an unprecedented pace. So, in light of these transformational experiences, how has this cohort fared? With an overwhelmingly positive outlook – only 6% of this generation is pessimistic about the future,1 meaning that they’re bright-eyed and bushytailed about what’s next. Did someone say ‘Millennials?’