Some things to know about the kids who were born into recession and never knew a world without the Internet.
If marketers and brands have struggled to understand and communicate with Millennials, they may find the new kids, Generation Z, an even bigger challenge to engage with.
A new global study, entitled “A New Definition of Childhood by The Marketing Store Worldwide,” looks in detail at the habits and attitudes of children aged 6 to 12 years old from 12 countries (though Generation Z’s accepted birth year parameters range from 1994-2004). While any demographic-based generalization about worldviews should be taken with a grain of salt, there are some interesting findings and they indicate that brands will have to be more transparent, more authentic, and more open to negotiation than ever before in order to connect with Gen Z. They will also have to demonstrate value and purpose much more specifically than they have previously managed.