tweens & social: why generation z is transforming social media

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Tweens & Social: Why Generation Z is Transforming Social MediaDigital Kids Summit – Sept 10th, 2015 Jeff Roach, Chief Strategy Officer & Executive Creative Director Fuel Youth Engagement

We help brands engage kids and families around the world.

They learn differently, and their education and digital prowess is preparing them for a technology-fueled future

They are realists, with a perspective about the future that is equally pragmatic and optimistic


Three Themes

They are global and diverse, more blind to race, gender and age than any other generation

Future Realists Laterally Wired We First


Future Realists Gen Z are realists. This theme is common throughout all of the Gen Z research to-date and it’s largely based on the idea that the Gen Z upbringing came during a socio-economic world that included a global recession, drawn out war, and political uncertainty at home.


And 1 in 4 American children are living in poverty and 73% of Americans were personally affected by the recession. As a result, their media reflects a more dystopian world-view, where Gen X had Reality Bites and Singles – a perfect reflection of their anti-authority, disconnected worldview – Gen Z has Hunger Games and Divergent, with explicit themes of political distrust and wealth disparity.

73%of Americans were personally affected by the recession


“Their exposure to the impact of the recent economic slowdown on their families is expected to lead to financial conservatism.” (“Consumers of Tomorrow, Insights and Observations About Generation Z”, Grail Research, June 2010)

50%of teens 12-18 years old already save for technology


Future Realists

“If Gen X are anti-authority, highly individualistic, and self-reliant and Millennials are confident, digital thinkers who are needy with a sense of entitlement, than Gen Z are realistic, creative, and hyper-connected. Their realism is a defining aspect of this generation.”

Laterally Wired


This is the collaboration generation. They’ve grown up in a classroom that encourages diversity and teamwork. “They are collaborative team players where everyone is equal at winning and losing.”


Visual Communicators

Gen Z speak in emoticons and emojis. Symbols and glyphs provide context and create subtext so they can have private conversations. Emoji alphabets and icon “stickers” replace text with pictures.

4D Thinking


“Gen Z have always known how to pinch and swipe. They have grown up with hi-def, surround sound, 3D and now 4D – 360 degree photography and film is their normal. Ultra slow motion and hi-speed video is their standard”.(Sparks & Honey, Pew Research, 2012)

We help brands engage kids and families around the world.

As entrepreneurs they start young: Tavi Gevinson (fashion editor, founder Rookie Magazine), Kristin Prim (fashion influencer, founder of Prim Magazine), and Charlie Lyne (The Guardian journalist).

This is a generation that is learning how to make 3D models in school and print their own products on 3D printers, who received robots they could program themselves as children, and who know how to make their own video games.


They see the world as one they can program. They don’t expect it to be handed to them, because they know they can make. We are increasingly teaching our children that they can program anything.

Makers Entrepreneurs Hackers

We First


One common theme that comes through in all the Generation Z reports is how diverse this generation is. They have been called the Plural Generation as they are growing up in an America where multiracial children are the fastest growing group.

increase in multiracial marriages in the last 30 years. A 1,000% increase in Asian-White marriages. A 50% increase in multi-racial youth population since 2000. A 1.5% decrease in Caucasian population compared to a 7.6% increase in the Hispanic population.


400%


And 50% of global tweens 8-12 years old are online daily (Millward Brown, 70 cities, 15 countries) As a result, Generation Z tends to even think more globally. This is a generation defined as being more blind to race, gender and age than any other.

25%of tweens 8-12 years old connect with a friend from another country daily


The Social Media ImpactThey view social media differently.


The Social Media ImpactSocial media is mobile and visual.


The Social Media ImpactSocial media is about fandom.


The Social Media Impact


The Social Media ImpactSocial media is about video.


Thanks.Contact: Jeff Roach, Chief Strategy Officer & Executive Creative Director [email protected] @Silverstarme

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tweens & social: why generation z is transforming social media

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