Based on similarities in their defining moments and how these moments subsequently shaped their view of the world, some say Gen Z has more in common with the Silent Generation and Boomers than with Millennials. Whereas Millennials evince a story of “innocence lost,” Gen Z has never known a world without war and the threat of domestic terrorism. Like their grandparents and great-grandparents who grew up in the wake of World War II and the Great Depression, Gen Z is growing up in a post-9/11 world marked by the Great Recession.
While many describe Gen Z as “Millennials on steroids,” we not only disagree but will illustrate clear proof otherwise.
In fact, based on what we learned in our 2017 research study with Barkley, “Getting to Know Gen Z: How the Pivotal Generation Is Different from Millennials,” we think the most fitting term for members of this generation is “Pivotals.” They are pivoting away from common Millennial behaviors and attitudes and veering toward a socially conscious and diverse era reminiscent of the no-nonsense consumers of yesteryear.
WHAT MAKES GEN Z DISTINCTLY GEN Z?
- The most fitting term for this generation is Pivotals.
They are pivoting away from common Millennial behaviors and attitudes and veering toward a socially conscious and diverse era.
- Pivotals are old souls in young bodies.
Earnest, hardworking, and driven by conservative views of success regarding money, education, and career advancement, Gen Zers resemble a much older generation.
- To Pivotals, technology should be invisible.
It’s all about speed and a seamless user experience. If Pivotals notice the technology, you’re doing something wrong.
- For Pivotals, equality is non-negotiable.
Pivotals celebrate their differences. They will hold their favorite brands to the same standards they set for themselves regarding equality and acceptance.
- Pivotals can smell marketing from a mile away.
Forget “always be closing” and think “always be collaborating”—the new ABCs of marketing require collaboration with a savvy consumer who expects it.