A new study from Barkley and FutureCast look at the generation behind the millennials: Gen Z (or ‘Pivotals’) and find that while still massively digitally-focused, this generation prides itself on hard work and expects a lot from brands. From the Adweek article:
Brands should also be aware that “pivotals,” as the report refers to Gen Z, care deeply about human rights and feel that any brand they interact with must make that a priority. According to the study, teens are becoming involved in social activism at an earlier age and because of that want to see more diversity and “real people” in ads compared with other generations.
Finally, when it comes to social media, pivotals spend most time using YouTube, Instagram, Twitter, Snapchat, Tumblr and Tinder, with some teenagers checking their social media accounts up to 100 times a day. Millennials are more likely to use Facebook on a daily basis (87 percent) compared with 77 percent of Gen Zers.