Millennials have had the attention of marketers for quite some time now. However, there has been an emerging demographic that has turned the heads of many. According to AdAge, marketers are spending more time trying to uncover the needs of the post-millennial generation: Gen Z.
Gen Z is the demographic group born after 1996 that grew up as digital natives with technology constantly at their fingertips. They make up more than 20% of the U.S. population and influence greater than 70% of their family’s purchasing habits, giving them the power to influence, shape or even end industries more than millennials did.
Hard cash is one of the first things that Gen Z may potentially replace. The teens of this generation are four times less likely than those before them to use cash. In fact, they only use cash to account for approximately 6% of their transactions. It’s not a coincidence that money transferring apps like Apple Wallet and Venmo are growing at an exponential rate, causing many businesses to go cash-less. Some businesses are even trying to create “teen friendly” debit cards to gain insight on their spending habits.
Brick-and-mortar stores have taken a hit due to the increased popularity of online shopping, causing malls across the country to close their doors. E-commerce has become the favored choice for Millennials and Gen Zers, which is partly attributed to the preference of shopping without the assistance of a sales associate.
The PM Group, like many other groups who study consumer behavior, has gained a fuller understanding of the habits and characteristics of Millennials and we know just how important it is to understand emerging groups, like Gen Z, who are beginning to exercise their buying power. While the two generations were once thought to be very similar, research has determined that Gen Z has differentiated needs that must be further analyzed. No two market segments can be treated exactly the same, that’s why we dive deep into the data when targeting any group for our clients’, no matter what the end goal is.
About The PM Group: The PM Group was founded in 1988. Over the past 30 years, the agency has continued to grow and is currently listed as San Antonio’s Largest Advertising Agency by the San Antonio Business Journal. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala every February that to date has raised over $3 million for local San Antonio area non-profit organizations in the last 15 years! It is our way of giving back to the community that we so humbly serve.