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Tuesday, June 21, 2016

New Generation Same as the Old, But Not

Generation Z, the latest age group to enter adulthood and college, is fundamentally not all that different from previous generations at the same point in life, though there are a few distinctions.

McCann Truth Central interviewed 33,000 people around the world to find out what sets each generation apart. The study discovered young adults in every generation “are focused on finding themselves, finding their people, and finding their place in the world,” said a report in Ad Age.

Gen Z, however, does exhibit a few characteristics of its own. Like previous generations, this age cohort regards their friends as their real family, but the new twist is that this group is able to literally stay in constant touch with friends through cellphones and social media.

“Teens today are also used to connecting with friends all the time with raw, in-the-moment content using platforms like Snapchat, Twitch, and Periscope, which means brands have to start understanding Gen Z’s hunger for on-the-ground immersive perspectives,” said Laura Simpson, executive vice president and global director of McCann Truth Central.

When it comes to issues, this age group is highly supportive of social equality—such as racial equality, women’s issues, and LGBT rights—whereas adults over 50 voice more concern for individual freedoms (such as political freedom) and curing diseases. The Z’ers feel major companies and brands should use their power to effect change.

“The study also showed that the word ‘adult’ used to be a noun, but is now used as a verb by Gen Z and young Millennials, such as ‘adulting,’ which is about ‘putting your life into little moments or little snaps,’” according to Ad Age.

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