‘True Gen’: Generation Z and its implications for companies The influence of Gen Z—the first generation of true digital natives—is expanding. Tracy Francis and Fernanda Hoefel NOVEMEBER 2018 • CONSUMER PACKAGED GOODS © FG Trade/Getty Images Long before the term “influencer” was coined, us, Gen Z is “True Gen.” In contrast, the previous young people played that social role by creating generation—the millennials, sometimes called the and interpreting trends. Now a new generation of “me generation”—got its start in an era of economic influencers has come on the scene. Members of prosperity and focuses on the self. Its members Gen Z—loosely, people born from 1995 to 2010— are more idealistic, more confrontational, and less are true digital natives: from earliest youth, they willing to accept diverse points of view. have been exposed to the internet, to social networks, and to mobile systems. That context Such behaviors influence the way Gen Zers view has produced a hypercognitive generation very consumption and their relationships with brands. comfortable with collecting and cross-referencing Companies should be attuned to three implications many sources of information and with integrating for this generation: consumption as access rather virtual and offline experiences. than possession, consumption as an expression of individual identity, and consumption as a matter As global connectivity soars, generational shifts of ethical concern. Coupled with technological could come to play a more important role in setting advances, this generational shift is transforming behavior than socioeconomic differences do. Young the consumer landscape in a way that cuts across people have become a potent influence on people all socioeconomic brackets and extends beyond of all ages and incomes, as well as on the way those Gen Z, permeating the whole demographic pyramid. people consume and relate to brands. In Brazil, Gen The possibilities now emerging for companies Z already makes up 2o percent of the country’s are as transformational as they are challenging. population. McKinsey recently collaborated with Businesses must rethink how they deliver value to Box1824, a research agency specializing in consumer the consumer, rebalance scale and mass production trends, to conduct a survey investigating the against personalization, and—more than ever— behaviors of this new generation and its influence practice what they preach when they address on consumption patterns in Brazil.1 The survey marketing issues and work ethics. coupled qualitative insights about Gen Z in three of the country’s major cities (Recife, Rio de Janeiro, Meet True Gen and São Paulo) with multigenerational quantitative Generations are shaped by the context in which they data that cut across socioeconomic classes. Our emerged (Exhibit 1). Baby boomers, born from 1940 goal was to understand how this new generation’s to 1959, were immersed in the post–World War II views might affect the broader population, as well as context and are best represented by consumption as consumption in general. an expression of ideology. Gen Xers (born 1960–79) consumed status, while millennials (born 1980–94) Our study based on the survey reveals four core consumed experiences. For Generation Z, as we Gen Z behaviors, all anchored in one element: have seen, the main spur to consumption is the this generation’s search for truth. Gen Zers value search for truth, in both a personal and a communal individual expression and avoid labels. They form (Exhibit 2). This generation feels comfortable mobilize themselves for a variety of causes. They not having only one way to be itself. Its search for believe profoundly in the efficacy of dialogue to authenticity generates greater freedom of expression solve conflicts and improve the world. Finally, they and greater openness to understanding different make decisions and relate to institutions in a highly kinds of people. analytical and pragmatic way. That is why, for 2 True Gen: Generation Z and its implications for companies Exhibit 1 Today’s young people differ from yesterday’s. Baby boomer Gen X Gen Y (millennial) Gen Z 1940–59 1960–79 1980–94 1995–2010 Context • Postwar • Political transition • Globalization • Mobility and • Dictatorship and • Capitalism and • Economic stability multiple realities repression in Brazil meritocracy • Emergence of • Social networks dominate internet • Digital natives Behavior • Idealism • Materialistic • Globalist • Undened ID • Revolutionary • Competitive • Questioning • “Communaholic” • Collectivist • Individualistic • Oriented to self • “Dialoguer” • Realistic Consumption • Ideology • Status • Experience • Uniqueness • Vinyl and movies • Brands and cars • Festivals and travel • Unlimited • Luxury articles • Flagships • Ethical Exhibit 2 The search for the truth is at the root of all Generation Z’s behavior. ‘Undefined ID’ ‘Communaholic’ ‘Dialoguer’ Realistic “Don’t dene yourself “Be radically “Have fewer confrontations “Live life in only one way” inclusive” and more dialogue” pragmatically” Expressing Connecting through Understanding Unveiling the truth individual truth different truths different truths behind all things ‘Undefined ID’: Expressing individual truth I really like things that are unisex! I think it’s absurd I need to be free; I need to be myself, increasingly that stores and brands split everything into “male” and be myself, every day. With the internet, I feel much “female.” After all, fabric is genderless. more free. —Female respondent, 22, Goiânia —Female respondent, 22, city of São Paulo True Gen: Generation Z and its implications for companies 3 For Gen Zers, the key point is not to define same-sex couples should be able to adopt children— themselves through only one stereotype but ten percentage points more than people in other rather for individuals to experiment with generations do. different ways of being themselves and to shape their individual identities over time Gender fluidity may be the most telling reflection (Exhibit 3). In this respect, you might call them of “undefined ID,” but it isn’t the only one. Gen “identity nomads.” Zers are always connected. They constantly evaluate unprecedented amounts of information Seventy-six percent of Gen Zers say they are and influences. For them, the self is a place to religious. At the same time, they are also the experiment, test, and change. Seven out of ten generation most open to a variety of themes not Gen Zers say it is important to defend causes necessarily aligned with the broader beliefs of related to identity, so they are more interested their declared religions. For example, 20 percent than previous generations have been in human of them do not consider themselves exclusively rights; in matters related to race and ethnicity; in heterosexual, as opposed to 10 percent for other lesbian, gay, bisexual, and transgender issues; generations. Sixty percent of Gen Zers think that and in feminism (Exhibit 4). Exhibit 3 The important thing is not to dene oneself in only one way: 76 percent of Gen Zers belong to a religion but are also more liberal. Stated religion, % f there ere a referendum ould ote in favor of ...,’ % of respondents agreeing ... adoption by same-gender couples Baby boomer and Gen X 44 34 Catholic Gen Y 51 40 41 Gen Z 60 ... marriage between people of same gender 36 36 Evangelical 30 28 45 53 6 Other 13 17 ... decriminalizing marijuana Atheist or no 24 25 18 stated religion 13 33 Baby boomer Gen Y Gen Z 33 and Gen X Note: Based on an online survey conducted in October 2017 with 2,321 men and women from 14 to 64 years of age and various socioeconomic brackets in Brazil. 4 True Gen: Generation Z and its implications for companies Exhibit 4 Gen Zers leave differences aside to mobilize around causes they believe in. Will agree to join someone who thinks Will stop buying brands and spread the differently if there is shared cause, % of word about companies whose campaigns respondents agreeing they regarded as ..., % of Gen Z respondents agreeing 81 79 76 66 63 57 Baby boomer Gen Y Gen Z ... macho ... racist ... homophobic and Gen X Note: Based on an online survey conducted in October 2017 with 2,321 men and women from 14 to 64 years of age and various socioeconomic brackets in Brazil. ‘Communaholic’: Connecting to different truths backgrounds or educational levels. That percentage We each have our own style and way of being, but is well above the corresponding one for millennials, what binds us is that we accept and understand Gen Xers, and baby boomers.) Fifty-two percent of everyone’s styles. Gen Zers think it is natural for every individual to —Male respondent, 16, Recife belong to different groups (compared with 45 percent of the people in other generations), and Gen Zers have Gen Zers are radically inclusive. They don’t no problem with moving between groups. distinguish between friends they meet online and friends in the physical world. They continually flow ‘Dialoguer’: Understanding different truths between communities that promote their causes by We must practice tolerance, and we must learn to listen exploiting the high level of mobilization technology and accept differences. makes possible. Gen Zers value online communities —Male respondent, 20, Gioânia because they allow people of different economic circumstances to connect and mobilize around Gen Zers believe in the importance of dialogue causes and interests. (Sixty-six percent of the Gen and accept differences of opinion with the Zers in our survey believe that communities are institutions in which they participate and with created by causes and interests, not by economic their own families (Exhibit 5). They can interact True Gen: Generation Z and its implications for companies 5 world, compared with 49 percent of Gen Zers. Gen Exhibit 5 Z is also more willing to accommodate the failings Gen Zers want less confrontation and of companies. Thirty-nine percent of the people in more dialogue. this generation, for example, expect companies to answer customer complaints in the same day; for the Respondents who say it is necessary to break with three earlier generations, the percentage is much the system to change the world, % higher—52 percent.