Sensis and ThinkNow Research Unveil Groundbreaking Study on the Newest Emerging Market – Cross-Cultural Generation Z

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“We are Gen Z” Report explores the attitudes and behaviors of Hispanic, Asian and African-American Gen Zers

Cross-cultural marketing agency Sensis, together with market research firm ThinkNow Research, have launched their newest study, the “We are Gen Z” Report – a deep dive into the most diverse generation in American history, Gen Z.

Millennials were once all the rage, but with Gen Z tracking as the first generation in American history where the minority will become the majority1, this group is certainly a game-changer.  Not only will they change the way America looks, but also how business operates, ultimately requiring marketers to re-evaluate how they market themselves cross-culturally as the norm as opposed to occasionally, which was the catalyst for the “We are Gen Z” Report.

Who Is Gen Z?

Some demographers define Gen Z — also referred to as Centennials, Founders, iGen, or Plurals — as consumers born between 1995 and 2010.   According to the U.S. Census, approximately 83 million Americans under 20 years of age, representing 25.9 percent of the U.S. population, make up Gen Z – who happen to also be the first generation born after the Internet age.  Most distinctively, Gen Z is the most cross-cultural of all previous generations, with only 52.9 percent being non-Hispanic whites.

The “We are Gen Z” Report

Unveiled today are the initial two waves of the report – “We Are Now”, which establishes a baseline of Gen Z through a cross-cultural lens; and “We Are Shoppers”, which takes a closer look at motivators that drive purchase.

“We’ve all been aware of just how much this country is changing.  With the current election, this conversation has been more in the forefront than ever before,” says Jose Villa, founder and president of Sensis.  “What better time than now to examine the generation that most represents this significant cultural shift.  By putting Gen Z under a microscope, we can better see what’s important for them to thrive, which is going to be important for all marketers to know as they work to innovate and evolve with a quickly changing consumer base.”

Three key themes emerged from the first two waves of the report:

  • Diversity – What it means to be cross-cultural no longer comes with the self-perception of being a minority. Rather it’s embracing one’s own culture and heritage with pride, while being open to others.
    • 78 percent said they want to learn about new cultures, while 73 percent said they enjoy trying food from new cultures.
  • Inclusion – Cross-cultural Gen Z got a significant boost from technology, especially social media, which has enabled them to participate – or perhaps, even lead conversations. This theme explores the dynamic between cross-cultural Gen Z and technology.
    • 91 percent agree people should look out for each other. 60 percent agree social media is a useful platform for social change.
  • Justice – Cross-cultural Gen Z is about action. They aren’t merely talking about changing society and their world. They’re doing it already as the rest of us marvel.
    • 72 percent believe they can make a difference in the world.

Please visit WeAreGenZReport.com to request waves 1 and 2 of the report, as well as future waves – “We are Healthy”, “We are Media Savvy” and “We are the Future” – to be released throughout 2016 and 2017.