How marketers can reach Generation Z

Just when marketing and PR pros have learned how to reach millennials, a different group of consumers emerges. Here’s what you should know about the up-and-coming generation.

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This article was originally published on PR Daily in March 2016.

There’s a new audience in town—called Generation Z.

Similar to millennials, Gen Z—sometimes called Gen WE—consumers are complex, but they’re also more self-aware, success oriented, socially responsible and globally minded than their predecessors.

Proprietary research from the communications agency Zeno Group suggests taking a genuine approach to this enigmatic consumer group.

Here’s a breakdown of the study, along with a few takeaways for marketers left scratching their heads:


Consumers in this age group (18 to 25) are tech-driven, but data from the study—dubbed “The Human Project”—show that they are also more inclined to unplug from their devices.

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