The Z generation has been a generation that has had an environment that touches digital equipment and the Internet since it was born.It is said that the environment that is immediately connected to the world is characterized by the fact that you are interested in social issues and are strong.
The idea of accepting the differences from others and respecting each other is also a consumption behavior that emphasizes yourself.The Z generation who is good at accessing information does not work with old marketing.Let's shift to marketing suitable for the Z generation.
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Contents of this article
Z generationは、一般的に1990年半ば〜2010年代初頭に生まれた世代を指して使う言葉です。アメリカではジェネレーションZ（Generation Z）と呼ばれています。
In Japan, it is also expressed in words such as "social native" and "smartphone native", accounting for about 1/3 of the world's population.The percentage of the Z generation in Japan is said to be about 14%of the population, and the tastes and values of the Z generation have an important meaning for companies that create products and services.Know what the Z generation is different from other generations and its characteristic elements.
In the United States, it was born from 1960 to 1974 "X generation", and was born in the early 1990s in the early 1990s, and was born in the late 1990s and early 2010.I came to call it.However, these classifications are not strictly determined.
In addition, it often occurs with words used in contexts similar to the Z generation, like the millennial generation.Here are the times and characteristics of each generation.
Millennials are used from those born around 1983 to 1995.This generation had begun to spread digital devices by the time they became aware.It is a generation with higher IT literacy than previous generations that can use devices such as personal computers and mobile phones.
The Y -generation is a word used to be born in the late 1981 and 1990s.Since the age of birth is overlapping with the millennial generation, it is often used in the same meaning as the millennial generation.
Like the millennials, the fact that the Internet was close to the young man was a major difference from the previous generation.Consumer behavior and way of thinking have changed dramatically, and it may be applied to the "Satori generation" far away from the greed.
The Z generation was defined as a generation following the Y -generation in the middle of 1990 to the early 2010s.It is not strictly defined, and there are cases where the Y generation and the Z generation are summarized and called the millennial generation.
However, what is clearly different from the Y generation was that IT technology and products were commonplace when they were born.The Y -generation is a digital generation, but the Z generation is more than that, while using digital, he is also alert to the Internet and SNS.
The Z -generation, which has been surrounded by social media and advanced IT technology since birth, is considered to have a completely different value from the past generations, and has been attracting attention as a new trend.
The α generation, which is considered to be the continued generation of the Z generation, is used as a person born in the middle of 2013-2020.As of 2022, the α generation is still young, and social advancement is from the 2030s to the 2040s.Millennial's child generation is the α generation.
The α generation is a generation that has a strong connection between real and online communities, and the Internet is a part of the reality.Because SNS is commonplace, you can access the activities of various people.It is a generation that is expected to be able to act freely beyond roles and distance.It is also characterized by programming education from childhood, and we are looking forward to what kind of activities will be shown as society expands.
The Z generation has entered society and has a strong presence in the purchasing market.The Z generation has a summary of what characteristics have.
Z generationはインターネットやSNSで多くの人種、経験を持つ人と触れ合うことができる世代と言われています。多様な価値観を持つ人と接する機会が多いため、多様性やダイバーシティの価値観が強い点が特徴です。
For this reason, we emphasize whether you feel comfortable and likes rather than old values such as gender and brand.
Even in the Z generation who values personal values, it is impossible to say that other people's eyes and interpersonal relationships are concerned.
The Z generation is a generation whose SNS has grown in an environment nearby.For this reason, it is said that there is an obsession with emphasis on the relationship between parents and friends, as well as being recognized by others.
There are good things that people want to be recognized, but on the other hand, there may be aspects that tend to be concerned about the evaluation from others.It is a generation with a strong awareness of how others can see it.
The Z generation is also characterized by strong interest in social issues.This is thought to be because of the Lehman shock and the earthquake during the growth period.In addition, since it is born after the collapse of the bubble, there is a tendency not to be optimistic about the future.
In recent years, reconstruction from disasters and social initiatives for environmental issues have begun to progress.The fact that issues through SNS and the Internet have become easier, and the fact that individuals can be transmitted to the world can also lead to interest in social issues.It is said that the Z generation is a generation that does not consider social problems such as poverty and the environment as another person, but can take action that can be done as a problem.
The Z generation, which has the Internet and SNS since birth, tends to be more literacy and vigilant to information.The trust of the mass media is low, and information gathering is based on some news and sites, centered on the Internet.
Compared to other generations, it is also characterized by being cautious to decide who you believe in which opinion.Consider advertising for the Z generation not only on the official website, but also to prepare a medium or link that is easy to access.In addition, it will take a strict attitude toward unreliable information and unreliable products, so try to provide reliable information.
As the Z generation has grown, purchasing products and making various decisions, the market has increased in the market.Here are some reasons why Z generation is attracting attention compared to other generations.
The Z generation has more than 2 billion people worldwide, and the consumption is larger.The purchase power of the Z -generation in the United States is said to be $ 44 billion, and it is a generation that will continue to expand.
また、消費の中心でありながら、自分の生活や価値観に合うものしか興味を持たない傾向があります。そのため、従来のマーケティングでは通用しない部分が大きく、多くのブランドがマーケティングの方向転換が必要と考えられています。
The existence of a smartphone is that it cannot be ignored as a characteristics of the Z generation.The Z generation does not know the time when there are no digital devices such as smartphones.
From information gathering to maps, shopping, studying, online banking, and searching for encounters, you can do anything with one smartphone.It is also important that many people use smartphones, but what they do using smartphones is different.
With the appearance of smartphones, people's lives have changed dramatically.This is also reflected in the characteristics of the Z generation.A typical example is television and type separation.The Z generation tends to be more attractive in choosing the content that suits you, even if you are different from a person, rather than watching or reading the same thing as a person.This is one of the things that has changed significantly from the current generations.
The Z generation is also good at communication such as SNS and video apps because they are familiar with smartphones and digital equipment.It is also reflected in the keywords of "buzz", which I often hear.
One thing or a person "buzz" is to attract attention on the Internet and SNS, but "buzz" is not only given to the selected or special people.Even if you tweet a familiar photo or a little idea through the Internet, it may spread and attract people around the world.
By transmitting your own intentions and expressions, the Z generation that can become an influencer has a strong desire to meet people, and the information is also active.Sometimes it shows the influence of swelling around the streets.
The Z generation has a high purchasing power and is responsible for the consumer market.It summarizes what features of consumer behavior are.
The values for consumption, such as wanting luxury goods, branded goods, and the same thing as everyone, are being abolished."Koto consumption" has come to be attracted to "goods consumption", which follows the trend.
"Consumption" is a consumption style that emphasizes experience, not a thing.Decide the products and services to be purchased depending on whether you can experience learning and traveling.Furthermore, the value of consumption has changed and created "Im Metal Consumption".
"Immulant consumption" is a style that determines consumption depending on whether you can sympathize with the brand's values, thinking, and thinking about social contribution.Choose not only for the value of products and services, but also on whether you can sympathize with its social and cultural ideas.
Increasing interest in SDGs is also related to "Immi Consumption", and add added value such as being working on SDGs issues and using the products and services involved in it.
Fair trade is also a theme that many people are interested in.This is because you can share that idea by purchasing fair trade products.The Z generation is more interested in social issues, and it is thought that products that are "consumed" will continue to increase.
The Z generation, who has grown while feeling the recession on the skin, has a conservative and realistic aspect.He seems to choose products and services with emphasis on cost performance and practicality rather than longing for high brands.
With the development of the Internet and SNS, it is easier to collect information on products and services, making it easier to compare.With the increased options, we will compare and select the one you are convinced when consuming.
For famous brands, we examine the quality, performance, and concept rather than purchasing it as a famous brand.The Z generation does not give money and reluctantly, and if you feel the value, you will not spare.In some cases, if you can sympathize with products, you will be a fan or repeater.
The Z generation is a generation that has the opportunity to touch diverse values around the world, so I feel that it is natural to understand diversity.
It is the same for your values, and you tend to respect yourself, and evaluate the brand as the concept.Regardless of the size of the brand or status, it seems to accept it flexibly if you feel it suits you.
The Z generation has different values and consumption behavior from other generations.With the same marketing as before, the Z -generation's heart may not move.The following will be introduced what kind of promotion is effective.
The Z generation seek meaning in the consumption behavior itself.It is effective to convey episodes, thoughts, and social contributions in the background of the product.Whether you can sympathize with the episodes of products and services will determine consumption behavior.
The Z generation is not just a product to buy, but is attractive to the experience born from it.For example, the experience of purchasing at a physical store and purchasing after receiving customers is added.
It is also an experience to post a product or service on SNS after purchase, or share your favorite products with people.In the store management, consider what kind of experience you can provide customers and what kind of experience you can imagine.
For the Z generation, the screen of the digital terminal is part of the same reality as the real view.How to handle information that switches several screens at the same time is also shown in the purchase trend.
Make sure that real and online are compatible, rather than actual stores and advertising only on the Internet or SNS.For the Z -generation that constantly connected to information, it is effective to promote both real and online, such as transmitting products purchased at real stores on SNS, and purchasing real products in real life at the online store.
For the Z generation, publishing their opinions and concerns on SNS is a part of life, and it is not unusual for those who share daily events on multiple SNS.
Be sure to prepare multiple channels to connect with the Z generation.Use SNS such as Twitter, Facebook, and Instagram as well as the official website.
There are various ways to communicate with companies.Open communication through SNS is a useful tool for gathering fans requests and opinions.
Products and services born from customer voices are stories that are easy to appeal to the Z generation.It is considered to be an approach that will continue to attract attention, such as consumer participation type projects, products, and spread of SNS.
It's a big mistake to think that the Z generation doesn't understand the different generations.In the Z generation, there is a time when the Z generation grew up, and ideas have been changing in a form that adapt to social and world changes.Only advertisements, services, and products are delivered to the first person to deliver.Use it for marketing by knowing the idea of the Z generation and the attitude toward information.
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