Simplification might just be the key to attracting a Gen Z customer:
Author:Maura BranniganUpdated:Oct 16, 2018Original:Jun 19, 2017We've devoted quite a bit of space on this website to Generation Z — comprising of those born from the mid-1990s to the early 2000s — as of late, and for good reason. As the demographic continues to accrue more buying power, brands are working overtime to connect with them in hopes of harnessing their clout.
"I'm in constant pursuit of simplifying everything. I want to work smarter, not harder. We grew up as members of the 'work harder' generation," said Medine, a millennial herself. To her point, studies have proved that millennials are actually "workholics" — quite the departure from the lazy, entitled caricature by which the generation has come to be drawn.
This, of course, relates to Gen Z's penchant for full transparency, a quality it prioritizes above all else and which stems from a lifetime spent on the internet. According to Leslie Ghize, executive vice president of consumer culture and creative think thank Tobe, Gen Z values originality and self-expression more than millennials do, the latter demographic of which has grown used to a digital world that's designed and curated for them.
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