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Juul was trying to market to teens in 2015. They did this to get teens hooked and buy their products for a very long time. They did this by putting cool looking young people and pictures of fruit in their advertisements. They also made the ads very poppy.

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Juul is under federal investigation for marketing its discreet, flash-drive-resembling e-cigarette product to youth. Credit Credit Jason Henry for The New York Times

The e-cigarette company says it never sought teenage users, but the F.D.A. is investigating whether Juul intentionally marketed its devices to youth.

Juul is under federal investigation for marketing its discreet, flash-drive-resembling e-cigarette product to youth. Credit Credit Jason Henry for The New York Times

SAN FRANCISCO - The leaders of a small start-up, PAX Labs, gathered at a board meeting in early 2015 to review the marketing strategy for its sleek new electronic cigarette, called Juul. They watched video clips of hip young people, posed flirtatiously holding Juuls. And they talked about the name of the gadget, meant to suggest an object of beauty and to catch on as a verb - as in "to Juul."

While the campaign wasn't targeted specifically at teenagers, a former senior manager said that he and others in the company were well aware it could appeal to them. After Juuls went on sale in June 2015, he said, the company quickly realized that teenagers were, in fact, using them because they posted images of themselves vaping Juuls on social media.

The former manager said the company was careful to make sure the models in its original campaign were at least 21, but it wasn't until late 2016 or January 2017 that the company said it decided the models in all Juul ads should be over age 35 - to be "better aligned" with a mission of focusing on adult smokers. Only in June of this year did the company again change its policy, this time to using only real people who had switched from cigarettes to Juul.

The company recently modified the names of its flavors - using creme instead of crème brûlée and cucumber instead of cool cucumber. Juul said it "heard the criticism" that teenagers might be attracted to the flavors and "responded by simplifying the names and losing the descriptors."

The sales campaigns for Juuls - now hugely popular with teenagers across the nation - are at the heart of a federal investigation into whether the company intentionally marketed its devices to youth. The attorney general of Massachusetts, also investigating the company, contends that Juul has been luring teenagers to try the product and has introduced many to nicotine. Her investigation will examine Juul's efforts to audit its own website and other online retailers that sell its products to see how effective they are at preventing minors from accessing Juul or Juul-compatible products. (Federal law prohibits sales of e-cigarettes to anyone under 18.)

"From our perspective, this is not about getting adults to stop smoking," the Massachusetts attorney general, Maura Healey, said in an interview. "This is about getting kids to start vaping, and make money and have them as customers for life."

And Cult Collective, the marketing company that created the 2015 campaign, "Vaporized," claims on its website that the work "created ridiculous enthusiasm" for the campaign hashtag, part of a larger advertising effort that included music event sponsorships and retail marketing. A spokesman for Cult Collective declined to comment.

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Examples of Juul's advertising from 2015. The company's current marketing is far more sober-looking, with a less colorful, more adult design.

The company, now called Juul Labs, denies that it ever sought to attract teenagers. James Monsees, one of the company's co-founders, said selling Juuls to youth was "antithetical to the company's mission."

The original sales campaign was aimed at persuading adult smokers in their 20s and 30s to try an alternative to cigarettes, but it "failed to gain traction on social media and failed to gain sales" and was abandoned after five months, in the fall of 2015, said a company spokesman, Matt David.

Mr. David said sales didn't take off until 2017, after Juul had improved its sales and distribution expertise, and, by then, had a more sober online marketing campaign.

The former Juul manager, who spoke to The New York Times on the condition that his name not be used, saying he worried about facing the ire of the company, said that within months of Juul's 2015 introduction, it became evident that teenagers were either buying Juuls online or finding others who made the purchases for them. Some people bought more Juul kits on the company's website than they could individually use - sometimes 10 or more devices.

"First, they just knew it was being bought for resale," said the former senior manager, who was briefed on the company's business strategy. "Then, when they saw the social media, in fall and winter of 2015, they suspected it was teens."

The Food and Drug Administration announced it was investigating Juul's marketing efforts in April. Juuls and other e-cigarettes are regulated by the F.D.A. as tobacco products because nicotine derives from tobacco leaves. E-cigarette users inhale far fewer toxins than do smokers of traditional cigarettes. The nicotine inhaled while vaping is less a concern for adults than these toxins, but it remains a serious health issue for teenagers, whose brains are still developing.

The Juul story highlights a central dilemma in public health. Cigarettes remain the leading cause of preventable death in the United States, killing more than 480,000 people a year. But will it be possible to get people who are addicted to cigarettes to switch to e-cigarettes, which are less harmful, without enticing a new generation or non-smokers to try them?

Juul, in a letter responding to the F.D.A.'s demand for documents, said it had converted one million smokers to Juul, but the company data is drawn from self-reported surveys on its website and is unverifiable.
[Here's how schools are dealing with the rise in popularity of e-cigarettes.]
Dr. Scott Gottlieb, who heads the F.D.A., declined to comment on the agency's investigation of Juul. But he has long been hopeful that e-cigarettes or other similar devices, properly regulated, will prove a safer alternative to smoking and help people quit the deadly habit. Before becoming F.D.A. commissioner, he served on the board of directors of Kure, a retailer that sells e-cigarette products.

"Two-thirds of adult smokers have stated they want to quit," he said. "They know it's hard, and they've probably tried many times to quit. We must recognize the potential for innovation to lead to less harmful products."
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But Eric Lindblom, a former F.D.A. tobacco official who heads the tobacco control program at Georgetown Law, said Juul's internal concerns about teenage use demonstrate they are in some ways "no different than the cigarette industry."

"They are going to maximize their sales and profits any way they can," he said. "They are going to do that within the law, but they are going to press the gray areas as much as they can."

Over the last three years, Juul has had a meteoric rise. It has become the dominant seller of e-cigarettes, now controlling a remarkable 72 percent of the market, according to Nielsen data. In July, the company completed a round of fund-raising for $1.2 billion, putting it in rarefied air. From a virtual standing-start in 2015, it is now valued by investors at $16 billion.

Across the country, Juuls have become so popular that "Juuling" has indeed become a verb, and officials from several state governments have sent alerts to schools warning them about the problem.

A survey of adolescent drug use last year found that 11 percent of 12th graders, 8.2 percent of 10th graders and 3.5 percent of eighth graders had vaped nicotine in the previous 30 days.

Juul's other co-founder, Adam Bowen, said that he was aware early on of the risks e-cigarettes posed to teenagers, and that the company had tried to make the gadgets "as adult-oriented as possible," purposely choosing not to use cartoon characters or candy names for its flavors.

The F.D.A. has ordered Juul to turn over the company's research and marketing documents, including focus group data and toxicology reports, to determine whether it intentionally courted the youth market.

The day after receiving the F.D.A. letter, Juul announced it would spend $30 million to combat underage vaping and recruited Tom Miller, the attorney general of Iowa, who helped lead the multistate 1998 master settlement with tobacco companies, to run an advisory board to counsel Juul on its efforts. Mr. Miller said recommendations might include more controls on social media marketing and better surveillance of retail outlets, but the ultimate decision on how to spend the money remains with Juul.

Mr. Miller says he sees huge potential in e-cigarettes. He believes Juul and other e-cigarette companies have already helped lower the adult smoking rate to 13.9 percent in 2017 from 16.8 percent in 2014. "The only plausible explanation is e-cigarettes," he said.

A report from Citigroup, citing Nielsen data, said that sales of traditional cigarettes dropped 6 percent in the first quarter of this year and "it's impossible to say what has caused the change for sure but the most obvious case is Juul."

Juul recently deleted months of social media posts, including ones with images of cool-looking young people vaping Juuls. This spring it made major changes to its website, which had prominently displayed a Juul surrounded by luscious-looking images of fruit and the words "Mango, it's back." The site is now a more sober-looking affair, featuring video of adults vaping with a tagline "For smokers. By design." Across the top of the page, visitors are invited to "learn about our youth prevention efforts."

Mr. Bowen, 42, and Mr. Monsees, 38, the company's founders, met in 2003 in a graduate product-design program at Stanford University, bonding over brainstorming sessions and cigarettes. Both had been smokers since their teens, and both have since quit; Mr. Monsees regularly uses a Juul.

The culmination of the program was a masters thesis, and both had struggled to find a worthy subject. In 2004, about six months before the thesis was due, they got to talking about their smoking habits and, within days, were excitedly sending emails back and forth about developing an alternative to cigarettes.

Big tobacco companies were experimenting with e-cigarettes, but there was no real market for them until around 2010, when NJoy, an Arizona company, became the industry's first darling. By 2013, e-cigarettes were a $1.7-billion-a-year business, still only a small fraction of the $90 billion cigarette business.

But then NJoy gambled on an e-cigarette that looked virtually identical to a cigarette. It was a mistake, said Craig Weiss, the chief executive who pushed the so-called cigalike strategy and now consults for Juul. As NJoy's fortuned flagged, he said he realized that people didn't want a product that looked so much like a cigarette that it still left them with the stigma of being a smoker. NJoy filed for Chapter 11 bankruptcy in 2016, later re-emerging.

Juul initially developed a product in 2010 that looked like a fountain pen and distributed it in specialty vape shops. Its sales grew to a modest $30 million by 2015.

Then the company found its current design, a sleek stick that looks like a flash drive, and largely stumbled onto a new way of delivering nicotine: it mixes nicotine with a chemical called benzoic acid. The result is that when Juul users inhale, they get a very quick and powerful burst of nicotine. This gives smokers a more cigarette-like experience, but medical researchers say it also makes the product more addictive for youth.

The company launched its new product in June 2015, with starter kits costing $35, and packs of four nicotine refill cartridges selling for $16 - each roughly the equivalent of the cost of a pack of cigarettes. According to Nielsen, sales in the first month were roughly $1,500 and reached over $1 million that December. It began a steady climb, and then experienced explosive growth in the beginning of 2017, with sales rising 627 percent in the four weeks ending June 17, 2017, according to Nielsen and Wells Fargo Securities.

The company said that toward the end of 2016 and around the beginning of 2017, it changed its social marketing campaign and guidelines to require all models to be over the age of 35.

In the last two months, Juul has removed the flavor focus and now uses only "real people" who have used Juul to switch from smoking cigarettes, the company said.

Matt Myers, president of the Campaign for Tobacco-Free Kids, said that he was prepared to be a fan of a product like Juul if it is responsibly marketed and shown to help adults quit smoking. But he cited a Centers for Disease Control and Prevention report that in 2017 2.1 million high schoolers and middle schoolers used e-cigarettes - "and the reports about high school students using Juul are rampant," he said.

Mr. Myers observed that Juul "delivers nicotine so much better than any comparable product on the market," and so its popularity means that "both the hopes of the e-cig fans, and fears of those concerned about e-cigs and kids, rise exponentially."

On Jan. 23, The Boulder Daily Camera published a front-page story about the growing concerns of local educators in Colorado about student use of Juuls.

Five days later, Carrie Yantzer, the principal at Nederland Middle-Senior High School, received an email that immediately struck her as suspicious. The writer introduced himself as Bruce Harter, a former educator working with Juul to develop an anti-vaping curriculum for schools.

[Here's why public health experts believe vaping may lure teenagers into smoking.]
"I read about the challenges you're having with Juul," Mr. Harter wrote. He offered a free, three-hour curriculum provided by Juul to discourage teens from using e-cigarettes by teaching them about their brains and giving them mindfulness exercises.

"What we've found from focus groups with teenage Juul users is that young people don't understand the dangers of nicotine addiction," the letter read. "They sometimes feel 'pushed' by friends to use e-cigarettes. We also found that they don't have operative ways to deal with stress and the emotional ups and downs of their lives right now."

Ms. Yantzer was angry. "It sounded preposterous," she said, and the company "deceptive."

She wasn't the only school administrator to get such a letter. The Boulder school district and, ultimately, the state of Colorado condemned the offer as a brand-building exercise that was tone-deaf at the very least.

"The way we see this is a fox guarding the henhouse," said Alison Reidmohr, tobacco communications specialist for the Colorado Department of Public Health. "A company that stands to profit from, and currently profit off, youth using a product can't be trusted to prevent use of this product."

Ashley Gould, Juul's chief administrative officer, said the company, because it has not built management around former tobacco-industry employees, was unaware the tactic had been used by cigarette companies. However, Juul's board of directors includes experienced investors, including Nicholas Pritzker, a billionaire whose family controlled one of the country's largest chewing tobacco companies, Conwood, which was acquired in 2006 by Reynolds American for $3.5 billion.

For its part, Juul said it was still deciding what to do with that school program. Ms. Gould said the company did not realize the curriculum would offend or that the idea harked to a tactic big tobacco companies used decades ago. "We didn't know," she said. "We should've known."

Juul has a new innovation in the works, a Bluetooth-enabled version of its e-cigarette that it hopes could push more smokers to switch without risking youth uptake. Mr. Monsees called it a "smart" e-cigarette.

The Bluetooth-equipped Juul might provide a way for adult vapers to measure their nicotine use. It also might discourage teen use by disabling the device unless it's in the presence of its adult buyer, perhaps by linking it to the buyer's cellphone. The solution would still require effective controls on sales to minors at brick-and-mortar stores and online retail outlets.

Juul officials contend their ability to offer such innovations is hamstrung by regulatory policies. The company is building a high-powered operation in Washington to help it navigate such issues. It's run by Tevi Troy, a political strategist who worked with Dr. Gottlieb, the F.D.A. commissioner, at the Department of Health and Human Services under President George W. Bush and who wrote an opinion article with him for The Wall Street Journal.

The company has also hired Jim Esquea, who was an assistant secretary at the health department during the Obama administration, and Gerald Masoudi, a former F.D.A. chief counsel.

The company is also ratcheting up its lobbying efforts. It has reported spending $450,000 on lobbying so far in 2018 - substantially more than the $120,000 reported spent for all of 2017. It also recently started a political action committee, although no donations have yet been reported. In June, Kevin Burns, Juul's chief executive, gave $50,000 to the Republican congressional leadership fund.

The centerpiece of Dr. Gottlieb's tobacco control strategy is a plan that would potentially greatly benefit e-cigarette companies, including Juul. It would require tobacco companies to reduce nicotine levels in traditional cigarettes so much that they were no longer addictive. The proposal is still in the early discussion phase, with the tobacco industry strongly opposed. But it would potentially make Juul, a potent nicotine delivery device, far more appealing to smokers.

Mr. Monsees, a Juul co-founder, says he believes that e-cigarettes are a key to reducing smoking, and can be profitable without sales to teenagers.

"Yes, I want to make money," he said. "I'm on the board with a fiduciary duty that obligates me to make money."

But he added, "The best investor return in the long term comes from more adults turning away from combustible cigarettes."

Alexandra Yoon-Hendricks contributed reporting from Washington.

A version of this article appears in print on , on Page A1 of the New York edition with the headline: Investigators Ask if Vaping Ads Tried to Hook Teenagers for Life. Order Reprints | Today's Paper | Subscribe

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Did Juul Lure Teenagers and Get 'Customers for Life'?

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The e-cigarette company says it never sought teenage users, but the F.D.A. is investigating whether Juul intentionally marketed its devices to youth. Juul is under federal investigation for marketing its discreet, flash-drive-resembling e-cigarette product to youth.

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This company named JUV is trying to help brands talk to young people. They does this by doing things such as sharing bedrooms. I think they are trying to appeal to younger generations, but it will ultimately fail.

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Consulting firms like JÜV are helping grown-up brands talk to young people without condescending to them.

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Employees of JÜV, a consultancy firm run by teens and college kids, lived and worked in a loft-like apartment in Brooklyn for the summer. Credit Karsten Moran for The New York Times

When CJ DeLeo founded his record label, Right Coast Music, he knew that reaching teenagers would be crucial to its success. But rather than thumbing through Instagram to figure out how to talk to 10- to 21-year-olds - or, Generation Z, as the demographic after millennials is sometimes called - he reached out to JÜV Consulting.

The company is one of several new marketing firms that illuminate the inner workings of kids these days without condescending to them. How? JÜV Consulting is staffed entirely by young people who range in age from 14 to 22.

"I was honestly quite skeptical when I found out they were teenagers," Mr. DeLeo admitted. "After the first call, they blew me away. They could walk into a regular business setting with people in their 30s and 40s and be completely comfortable. They are living the demographic we were targeting."

That's the whole point. The employees at JÜV (named for a combination of the words "juvenile" and "rejuvenate") are out to teach brands, companies and nonprofits what it means to be a young person by commodifying their own quality time.

JÜV's creative director, Nico Trigo, 18, left, and the director of marketing Jacob Chang, 19, in their shared bedroom. Credit Karsten Moran for The New York Times

"Don't talk about teenagers, talk to teenagers," said Ziad Ahmed, 19, JÜV's C.E.O. and a rising sophomore at Yale (major undecided). He co-founded the consultancy firm in 2016 with Nick Jain, 19, the company's C.O.O. and a rising sophomore at Princeton and Melinda Guo, 19, who goes to Stanford and serves as a member of the board.

This summer, Mr. Ahmed, Mr. Jain and six other members of the executive team lived and worked in a loft in Brooklyn, where they would meet with clients and then just hang out. In addition to an executive team, JÜV has five senior partners, 15 junior partners and 90 consultants on staff, all of whom (it should perhaps go without saying) are paid. Their de facto informants consist of friends - and friends of friends - from around the world.

"Gen Z moves fast, and so do the trends," said Jacob Chang, 19, JÜV's director of marketing, and a rising sophomore at the University of Chicago. A big part of his job is flagging memes and whatever is catching viral fire on Twitter. "There are a lot of things coming in and out of favor," he said.

JÜV's co-founder and chief executive, Ziad Ahmed, 19, confers with Shaina Zafar, 18, the company's chief of staff. Credit Karsten Moran for The New York Times

For example, "'Lit' isn't really cool anymore," said Mr. Ahmed. "Even though a lot of us still colloquially use it, if a company did it, that's cringey. Because lit, our parents now know it." On the other hand, he said, "if you were to, in a tweet, use a word like 'hella,' no one's going to be like, that's so cringey, because that's just how we type."

"Generation Z is Generation We," said Mr. Chang. "We love sharing experiences with each other. And that's why memes have taken off, because it's like the short, shared experience of our humor."

To be clear, the JÜV team scoffs at the idea of a "Gen Z expert": anyone who pretends to speak for a generation, whether that's a peer or adult. They aren't a research firm, they say. They aren't a focus group. They are, according to Emma Himes, JÜV's 18-year-old director of development and a rising sophomore at the University of Pennsylvania, "a really diverse group of trained teen consultants who can help you."

That approach has earned them work with big-name clients like Viacom and Edelman, as well consulting gigs with smaller nonprofits and businesses. One of the company's most appealing offerings is helping clients navigate social media to avoid the kinds of pitfalls that might make them infamous overnight - or canceled, in the lingo of the day.

JÜV teens, at work and at play. Credit Karsten Moran for The New York Times

"We grew up on social media. That's kind of the way we describe it to clients," Mr. Jain said. "The vast majority of us are fluent in it."

Before the executive team disbanded this month to go back to their colleges (where they will work remotely on a part-time basis during the school year), they would host clients at their loft in Clinton Hill.

The space looked like a hangout spot from a high schooler's dreams. There was a long desk in the middle of the light-filled room, where the team plugged in their earbuds and got to work, and a comfy sectional in the corner, where the team would occasionally stop working long enough to watch The Bachelorette. There were walls covered in Post-it notes (both to organize work tasks and delegate chores among the roommates), and pool floats were flung about the space as decoration.

Credit Karsten Moran for The New York Times

For meals, JÜV employees ate a lot of pasta. They would gather together at a high kitchen table, debating the efficacy of subway ads and whether Kim and Kanye might divorce with equal passion.

Liz Toney, a JÜV client who is the head of brand and engagement for a social media start-up launching this fall, described a typical meeting:

"One minute there are Nerfs, card games and inflatable pool toys," she said. "The next our laptops are out and it's focused, brilliant conversation, and two hours of exciting brainstorming."

For a room full of students who have yet to experience the existential dread of graduating? Sounds about right.

A version of this article appears in print on , on Page ST5 of the New York edition with the headline: Things You Can Learn From Teenagers: 'Lit' Is No Longer Lit. Order Reprints | Today's Paper | Subscribe

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'Lit' Is Over, and Other Things You Can Pay Teens to Teach You

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Consulting firms like JÜV are helping grown-up brands talk to young people without condescending to them. When CJ DeLeo founded his record label, Right Coast Music, he knew that reaching teenagers would be crucial to its success.

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Colleges are beginning to shift to more Gen Z friendly ways of teaching. They do this by using Ipads in classes, some even being iPad required. They are doing this to appeal to the younger crowd and make it easier for them.

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Credit... Henning Wagenbreth

The newest students are transforming the way schools serve and educate them, including sending presidents and deans to Instagram and Twitter.

Credit... Henning Wagenbreth

They are, of course, super connected. But on their terms. Which is why college-bound iGens (Gen Zers, if you prefer) present a challenge to the grown-ups on campus eager to reach and teach them.

Consider orientation season. Katie Sermersheim, dean of students at Purdue University, has a mother lode of information and resources to share (including wellness initiatives and a new mindfulness room). But getting iGen's attention?

"It can be frustrating slash extra challenging to figure out how to get the word out, whatever that word is," Ms. Sermersheim said. "I do get discouraged."

A generation that rarely reads books or emails, breathes through social media, feels isolated and stressed but is crazy driven and wants to solve the world's problems (not just volunteer) is now on campus. Born from 1995 to 2012, its members are the most ethnically diverse generation in history, said Jean M. Twenge, psychology professor at San Diego State University.

They began arriving at colleges a few years ago, and now they are exerting their presence. They are driving shifts, subtle and not, in how colleges serve, guide and educate them, sending presidents and deans to Instagram and Twitter.

They are forcing course makeovers, spurring increased investments in mental health - from more counselors and wellness messages to campaigns drawing students to nature (hug a tree, take a break to look at insects) - and pushing academics to be more hands-on and job-relevant.

They are a frugal but ambitious lot, less excited by climbing walls and en suite kitchens than by career development.

Most critically, they expect to be treated as individuals. Students raised amid the tailored analytics of online retailers or college recruiters presume that anything put in front of them is customized for them, said Thomas C. Golden of Capture Higher Ed, a Lexington, Ky., data firm. He sees group designations evolving into "segments of one."

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Ingrid Koester, 19, center, and other Princeton University students shooting a video, based on the Taylor Swift song "22," that welcomes the class of 2022. Orientation leaders and staff members from the office of the dean of undergraduate students were extras in the video. Credit... Mark Makela for The New York Times

Students want to navigate campus life, getting food or help, when it is convenient for them. And, yes, on their mobile devices or phones. "It's not really technology to them," said Cory Tressler, associate director of learning programs at Ohio State University, noting that the iPhone came out when most were in grade school.

It is why Ohio State this year, rather than battle device use, issued iPads to 11,000 incoming students. The school designated 42 fall courses "iPad required" (21 more will be added in the spring) and is building an app that in addition to maps and bus routes has a course planner, grades, schedules and a Get Involved feature displaying student organizations.

In the works is more customization, so when students open the app it knows which campus they are enrolled at, their major and which student groups they belong to.

Speaking to students on their terms just makes sense, said Nicole Kraft, a journalism professor at Ohio State who takes attendance via Twitter (she has separate hashtags for each of her three courses). She posts assignments on Slack, an app used in many workplaces. And she holds office hours at 10 p.m. via the video conference site Zoom, "because that is when they have questions."

Dr. Kraft does not use email for class, except to teach students how to write a "proper" one. "That is a skill they need to have," she said.

While these students are called "digital natives," they still must be taught how to use devices and apps for academic purposes, Dr. Kraft said. She's had students not know that they could use Microsoft Word on an iPad. "We make a lot of assumptions about what they know how to do."

Campuses also have been slow to recognize that this age group is not millennials, version 2.0.

"IGen has a different flavor," said Dr. Twenge of San Diego State University and author of "iGen: Why Today's Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy - and Completely Unprepared for Adulthood - and What That Means for the Rest of Us."

It is tricky to define a large part of the population. But Dr. Twenge said big data sets revealed broad psychological patterns shared by those coming of age amid defining social, cultural and economic events.

The difference between growing up in the prosperous 1990s versus seeing family members lose jobs and homes during the 2008 recession alters one's perspective, she said. It is why iGens are so focused on debt and insist that they get skills and experiences that will lead to a career.

The prevalence of school shootings and domestic terrorism has also shaped them.

"This generation defies the stereotypes of young adults," in terms of risk-taking, Dr. Twenge said. They are "more receptive to messages around safety" and less eager to get driver's licenses, and they come to college "with much less experience with sex and alcohol."

They are also more cautious when it comes to academics, fear failure and have learning preferences distinct from millennials, said Corey Seemiller, professor at Wright State University and co-author of "Generation Z Goes to College," who queried 1,200 students on 50 campuses.

"They do not like to learn in groups," favor videos over static content and like to think about information, then be walked through it to be certain they have it right.

"They want a model" and then to practice, said Dr. Seemiller, who posts samples when assigning a paper. "I'll say, 'Let's look through them and see what works.'" Having grown up with public successes and failures online, she said, students are hungry to have a big impact, yet "worry they will not live up to that expectation."

And despite their digital obsession, Dr. Seemiller's research shows this generation favors visual, face-to-face communication over texting. They are not always good at live social interaction, but they crave it. "They want authenticity and transparency," she said. "They like the idea of human beings being behind things."

As a generation that "has been sold a lot of stuff," said Dr. Seemiller, iGens are shrewd consumers of the tone and quality of communication. That's pushing colleges to focus not only on what they say, but also how they say it.

Which is what orientation leaders and staffers in Princeton's office of the dean of undergraduate students - known on social media as ODUS - have tried to master in the way they welcome the class of 2022.

Mayra Mateo of Columbus, Ohio, an incoming freshman at Ohio State University, working on the iPad given to her by the university, which issued the devices to 11,000 incoming students. The college designated many fall courses "iPad required." Credit... Jessica Phelps for The New York Times

A brainstorming session in March generated what became a Princetified cover of Taylor Swift's"22," a video with orientation leaders and ODUS staff members as extras, a cappella groups singing the score and Nicolas Chae, a sophomore, directing.

Cody Babineaux, an incoming freshman from Lafayette, La., whose video of his acceptance to Princeton has 4.6 million Twitter views, appreciated it, especially the Harvard shirt sniffed and tossed out in the first 20 seconds. "It was hilarious," he said. "It didn't try too hard."

Getting student attention and keeping it matters to administrators trying to build excitement for campus events, but also in prodding students about housing contracts and honor codes. "We are an office that enforces university standards. We can't be firing off," said Thomas Dunne, deputy dean of undergraduate students. "But you have to be animated and human-sounding. Our voice is very personal."

ODUS has become an active presence on Facebook, Instagram, YouTube and Twitter with a vibe that winks, pokes, weaves in memes and slang terms like BAE (before anyone else) and on fleek (flawlessly styled), and applies hashtags with wit (a free ice cream for dropping by the ODUS office with dance moves worthy of Dean Dunne? #GetServed, #GameOfCones).

Mr. Dunne, whose Facebook page began as a student prank without his knowledge more than a decade ago, leans on staff members who include 20-somethings. One, Ian Deas, who favors Snapchat, identifies student "influencers," following them on Facebook and Instagram.

In posts, he looks for "those trendy phrases that help us stay in the conversation." When ODUS staff members respond to student posts, it amplifies their reach. "When we are being interactive, our stuff pops up in other people's feeds" and drives curiosity about "who is behind the voice."

Being social on social media attracts students who might tune out official communication. Mr. Babineaux said he and his friends noted when college posts sounded "goofy" or "like your grandfather trying to say swag."

He also notices that his generation is criticized "because we are always on our phones," which gets interpreted as being disconnected. In fact, he said, "we just have more connection with everyone all the time."

It is also how students like Mr. Babineaux learn and get information.

"Social media has helped me get a lot more prepared for Princeton," he said, adding that he has scrolled through old posts of campus ("I have never seen snow") and watched videos, including of graduation. "I thought, 'That will be on my Instagram page in four years.'"

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The iGen Shift: Colleges Are Changing to Reach the Next Generation (Published 2018)

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The newest students are transforming the way schools serve and educate them, including sending presidents and deans to Instagram and Twitter. Credit... Henning Wagenbreth They are, of course, super connected. But on their terms. Which is why college-bound iGens (Gen Zers, if you prefer) present a challenge to the grown-ups on campus eager to reach and teach them.

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In this article they list differences between Gen Z and Millennials. There are so both valid and invalid points. The negatives were mostly biased. For example, they said Gen Z is less focused, a common stereotype of Gen Z teens.

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A question I've been hearing a lot lately is "What is the difference between Millennials and Generation Z?" I am going to list 8 key differences between Gen Z and Millennials in this post, hopefully shedding some light here.
Generation Z, as they have been coined, consist of those born in 1995 or later. This generation makes up 25.9% of the United States population, the largest percentage, and contribute$44 billion to the American economy. By 2020, they will account for one-third of the U.S. population, certainly worth paying attention to.

Just so we're clear:
A "Millennial" is a person reaching young adulthood around the year 2000.
Generation Z (also known as Post-Millennials, the iGeneration, Founders, Plurals, or the Homeland Generation) is the demographic cohort following the Millennials.

The difference between the two is important to know in order to prepare your business, shift marketing, adjust leadership, and adapt recruiting efforts to stay relevant for the future.

How Generation Z Differs from Millennials

Today relevant is constantly being refined and Gen Z lives in a world of continuous updates. Gen Z processes information faster than other generations thanks to apps like Snapchat and Vine. Thus their attention spans might be significantly lower than Millennials.

Though Gen Z can be less focused than their Millennial counterparts, in school, they will create a document on their school computer, do research on their phone or tablet, while taking notes on a notepad, then finish in front of the TV with a laptop, while face-timing a friend. You get the picture.

Gen Z can quickly and efficiently shift between work and play, with multiple distractions going on in the background...working on multiple tasks at once. Talk about multi-multi-tasking. Just think about how this kind of flow might reshape the office.

Millennials care more about prices than Gen Z. This is arguably because they came of age during the recession.

Sixty-seven percent of millennials surveyed said that they would go to the website to get a coupon, whereas only 46% of Gen Z polled said they would do the same.

Millennials also tend to click on more ads; 71% of Millennials in a recent poll said they followed an advertisement online before making a purchase, however only 59% of Gen Z'ers said the same.

4. Gen Z is Full of Early Starters

Many employers are predicting that more teens, between the ages of 16 and 18 will go straight into the workforce, opting out of the traditional route of higher education, and instead finishing school online, if at all. Would you make a major investment, possibly leading to years of debt to come--knowing there are new, more affordable (not to mention more convenient) online alternatives coming up every day?

As we'll discuss later in this post, Gen Z knows the true value of independence, and knowledge is no exception here. If a Gen Z'er knows they are capable of learning something themselves, or through a more efficient, non-traditional route, you can bet they'll take the opportunity.

5. Gen Z Is More Entrepreneurial

According to Gen Z marketing strategist Deep Patel, "the newly developing high tech and highly networked world has resulted in an entire generation thinking and acting more entrepreneurially." Generation Z desires more independent work environments. As a matter of fact, 72% of teens say they want to start a business someday.

One apparent recurring factor you might notice throughout this post, is that many Gen Z identifying factors can be traced back to the recession in 2008, from their frugality, to their value of experiences, and increased likelihood to become entrepreneurs. This is an interesting note to take down.

6. Gen Z Has Higher Expectations Than Millennials

Millennials remember playing solitaire, coming home to dial-up internet and using AOL. Generation Z was born into a world overrun with technology. What was taken as amazing and inspiring inventions, are now taken as a given for teens.

"When it doesn't get there that fast they think something's wrong," said Marcie Merriman, executive director of growth strategy at Ernst & Young. "They expect businesses, brands and retailers to be loyal to them. If they don't feel appreciated, they're going to move on. It's not about them being loyal to the business."

7. Gen Z Is Big On Individuality

Gen Z'ers were born social. In fact, nearly 92% of Gen Z has a digital footprint. Arguably as a result of the celebrities and media they follow, Gen Z seeks uniqueness in all walks of life primarily through the brands they do business with, future employers, etc.

Millennials were considered the first "global" generation with the development of the internet, but as more of the world comes online -- Generation Z will become more global in their thinking, interactions, and relatability. 58% of adults worldwide ages 35+ agree that "kids today have more in common with their global peers than they do with adults in their own country." Diversity will be an expectation of Generation Z.

After asking people "Would you call yourself addicted to your digital devices? (computer, smartphone, etc.)," we found Gen Z'ers are 25% more likely than Millennials to say they are addicted to their digital devices. A full 40% of Gen Z are self-identified digital device addicts.

This generation grew up with technology, and for them, it's probably hard to go without their devices. If this younger generation is constantly on their phones or devices and not watching as much live TV, we may experience a massive shift in advertising methods and marketing messages.

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8 Key Differences between Gen Z and Millennials

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A question I've been hearing a lot lately is "What is the difference between Millennials and Generation Z?" I am going to list 8 key differences between Gen Z and Millennials in this post, hopefully shedding some light here. Generation Z, as they have been coined, consist of those born in 1995 or later.

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In this article they list a lot of movements that Gen Z has participated. It explains how we have been fighting for our rights more lately. They discuss the March 14 gun protest and the immigration law protests.

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The kids have come to save us.

They have come from Florida, where their high school peers were gunned down on Valentine's Day, inspiring them to organize Saturday's March for Our Lives.

They have also come from Minnesota, where my two teenage nephews boarded an overnight bus to Washington to participate in the march.

They have come by the hundreds of thousands to the capital, or to the streets of their home towns - just as kids across the country, my daughter and her classmates among them, walked out of classes on March 14 to protest school shootings.

Most important, they are coming to the polls in November, the beginning of a generational wave that will upend our politics. And they are going to get what they have come for.

They will get reasonable gun control - eventually - but they will get a lot more than that. The kids - millennials and those following, Generation Z, born since the mid-1990s and just coming of age - are going to save us from ourselves.

A Quinnipiac University poll this last week shows that a whopping 67 percent of voters in the 18-to-34 age group want to see a Democratic Senate vs. only 28 percent favoring Republicans (it's similar for the House), a dramatically larger margin than for older generations. These voters also profess to be more motivated than usual.

The change they seek won't come immediately. Though the National Rifle Association may be out of favor ( dramatically so among young Americans), it still controls the Republican Party, which still controls Congress and the White House despite being overwhelmingly unpopular.

But the future belongs to these kids, and it is arriving. We are on the cusp of change of a magnitude not seen since the 1960s, at least, and not just on guns but on immigration, race, health care, diplomacy, the role of government and America's place in the world.

This is a paradox of the Trump era, which every day brings more calamity: a trade war, dramatic debt expansion during an economic boom, tax cuts that expand the gap between rich and poor, the arrival of a dangerous ideologue as national security adviser, a president aligning himself with a hostile foreign power trying to disrupt U.S. democracy with an assist from America's own Facebook empire, a sprawling criminal inquiry of top presidential advisers, a leader turning Americans against each other by race, gender and religion and attacking the pillars of democratic governance.

And yet it could not be clearer that the power structure that created this mess is on its way out. Millennials will sometime next year become the largest living generation, and Generation Z is poised to be even larger. Together, they will resoundingly repudiate the status quo. Just 27 percent of millennials approve of Trump's job performance, according to the Pew Research Center, which says the generational gap in political views is wider than at any point since Pew began examining it in the early 1990s.

This is related to rapidly changing racial demographics (millennials are more than 40 percent nonwhite, Gen Z even more so), but, even controlling for racial diversity, Pew reported in a study this month that young Americans are markedly more liberal than older cohorts.

Seventy-nine percent of millennials say immigrants strengthen America (vs. 47 percent of the oldest, Silent generation). Seventy-seven percent of millennials say good diplomacy is the best way to ensure peace (vs. 43 percent of the Silent). There are similar gaps in views of free trade, universal health care, welfare and racial discrimination, and liberal millennials outnumber conservative millennials 57 percent to 12 percent; among the oldest generation it's almost the reverse: 28 percent liberal to 40 percent conservative.

The kids might even save us from Facebook, a creation of millennials that is now being turned into an anti- democratic weapon. The research firm eMarketer found that the number of 12- to 17-year-old American users of Facebook declined 9.9 percent in 2017, part of a drop of 2.8 million U.S. users of Facebook under age 25. The firm expects Facebook to shed another 2.1 million this year, as young people switch to other platforms.

On gun control, there is broad and growing support across generations. But the issue of mass shootings is the "defining fear" for the youngest Americans, according to an attempt by USA Today and Ipsos to poll 13- to 24-year-olds. The survey, released this last week, found that gun violence eclipses all other worries, including terrorism, racism, college affordability and climate change. Nearly one-fifth don't feel safe at school.

This will change. The zeitgeist is already changing, as seen in recent actions by Delta Air Lines, Hertz, MetLife, Dick's Sporting Goods, Walmart, Citigroup and others. Those now controlling Washington may not adapt. But rest assured, kids: They will soon be gone.

Read more from Dana Milbank's archive, follow him on Twitter or subscribe to his updates on Facebook.

Read more on this issue:

Helaine Olen: How millennial women may change our politics

Paul Taylor: Millennials are allergic to politics. But they could change anything.

Jonathan Capeheart: A new survey shows white millennials think a lot more like whites than millennials

Catherine Rampell: Millennials need to learn to lose

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The kids have come to save us. They have come from Florida, where their high school peers were gunned down on Valentine's Day, inspiring them to organize Saturday's March for Our Lives. They have also come from Minnesota, where my two teenage nephews boarded an overnight bus to Washington to participate in the march.

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In this article they talk about how millennials killed industries and that Gen Z might be doing this to. They also talk about us being less confident with purchases. One thing I found interesting was that when Kylie Jenner tweeted something negative about snapchat, they lost a lot of money.

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In this article they speak about how Millennia grew up with bigger phones and larger computers, and how we are growing up with small phones and thin laptops. They also talk about how we pay more attention to politics and are more into social media. They list a lot of things that other articles talk about.

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The Gen Z invasion is underway. They're hot on the heels of Millennials, showing up on college quads just a few years ago and now, corporate America.

Gen Z goes by a few names: iGen, Net Gen and the less creative "post-Millennials." Members are usually called Gen Zers. Researchers differ by a year or two on the beginning - 1995-1997 - and the cutoff year - 2010-2014.

There are a lot of Gen Zers in the U.S. - about 65 million. That means they'll soon outnumber Millennials. A few things you need to know:

First, the obvious technology. Gen X grew up as computers got smaller and smarter. Millennials came of age during the internet explosion.

So what's unique about Gen Zers? Their world's always been high-tech. The iPhone launched in 2007, so music catalogs were always accessible on your phone, and high-speed internet meant never knowing that sweet, squiggly sound before the big payoff. Millennials adapted to social media and constant connectivity; it was simply part of Gen Zers' world from day one. True digital natives. But the distinctions are bigger than tech.
SEE MORE: Younger Generations Are Leading The Movements For Change
Many Gen Zers saw relatives lose jobs and struggle during the Great Recession, experts say.

So today's students tend to be keenly focused on financial stability and career planning. Once in the workplace, company culture and a balance between career and personal lives is important. Numerous internships during college are now common - Gen Zers are looking for the right fit.

Politics provides a backdrop for every generation. The contrast between George W. Bush and Barack Obama framed the political debate for Millennials. Donald Trump is the first president many Gen Zers are aware of.

Researchers Corey Seemiller and Meghan Grace looked at all of these factors and more for a book titled "Generation Z Goes To College." Here are some of their findings:

Their social circles are diverse.

They lean left on social issues, center to right on financial issues.

To learn something new, they "YouTube it," before they "Google it."

They prefer individual work over group work.

They prefer to share on Instagram and follow on Facebook and Twitter.

Gen Z is also conscientious and socially engaged.

You're always going to find outliers in these categories, but the takeaways seem to be the next generation is future-focused, ready to work, careful with money and oh-so-tech savvy.

Trending stories at Newsy.com

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Phil Pruitt, Chance Seales , Chance Seales 

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Your New Coworker Is Gen Z, Not A Millennial

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The Gen Z invasion is underway. They're hot on the heels of Millennials, showing up on college quads just a few years ago and now, corporate America. Gen Z goes by a few names: iGen, Net Gen and the less creative "post-Millennials." Members are usually called Gen Zers.

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In this article they talk about how Gen Z is not going to listen to political correctness, and we are going to change it. They say that we will reject political correctness and go back to common sense. They also say that we do not believe in the "nonsense" that we were taught.

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Political correctness has taken us to a world of perpetual outrage and 182 genders. But Doc Thompson believes the next generation will give us something better. On Wednesday's "The Glenn Beck Radio Program," he shared his theory that society will dial back political correctness when Gen Z is in charge.

Doc described his experience talking to a high school class about PC culture. He had expected them to be on board with it and be upset at him, but they cheered when he criticized how political correctness has resulted in censorship and outrage. Doc characterized millennials as being trapped in PC culture with no way to get out; he said the next generation has a chance to escape.

"[Millennials have] had this thrust upon them," Doc said. "They were taught this nonsense, and they don't like it either; they just don't know how to get out."

Doc hypothesized that the next generation will reject political correctness and get back to common sense; however, he expressed his concern that Gen Z may go to the opposite extreme of purposely hurting and angering people in the name of anti-political correctness.

"The pendulum's gonna swing back quickly," he said.

To see more from Glenn, visit his channel on TheBlaze and listen live to "The Glenn Beck Radio Program" with Glenn Beck, Pat Gray, Stu Burguiere and Jeffy Fisher weekdays 9 a.m.-noon ET on TheBlaze Radio Network.

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Here's why Gen Z won't put up with political correctness. But how far will the pendulum swing?

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Political correctness has taken us to a world of perpetual outrage and 182 genders. But Doc Thompson believes the next generation will give us something better. On Wednesday's "The Glenn Beck Radio Program," he shared his theory that society will dial back political correctness when Gen Z is in charge.

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I this article they talk about some ways Publishers and Advertisers can advertise to Gen Z people. They talk about how some things have become outdated such as Facebook. They also talk about how Gen Zers respond positively to mobile and desktop ads.

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Millennials: The word alone is probably enough to draw a reaction from most people. In digital media, however, this generation has represented one thing: a profitable audience.

But as millennials transition to adulthood, publishers and advertisers alike are diverting their collective attentions to the next generation: Generation Z.

The successor generation to millennials is the first to have been immersed in digital since birth. So, while publishers and advertisers can employ some of the tactics used to reach, attract, engage and retain millennials, there's still plenty to learn.

But the question remains: How do you reach, attract, engage and retain this generation? Here are three things that can help.

Know your audience

This generation of digital natives is comprised of those born from the mid-1990s to the mid-2000s. Currently, Gen Z makes up one-quarter of the population. And by 2020, it will account for 40 percent of all consumers.

As digital natives, Gen Z-ers are constantly consuming media through their personal devices, and they spend considerable time engaged with social media apps. In fact, about one-half of them are connected online about 10 hours per week.

Gen Z already boasts an astonishing $44 billion in annual purchasing power, with 75 percent of participants in an IBM survey saying that they spend more than one-half of the money that's available to them each month.

For brands, messaging matters, of course, but perhaps not as much as product quality. The IBM study also found that 52 percent of Gen Z consumers will transfer loyalty from brand to brand if they find product quality to be subpar. Correspondingly, 66 percent said quality and availability are the most prominent issues when choosing one brand over another.

Overall, Gen Z-ers expect experiences to be both experiential and rewarding-they're not wooed or easily impressed by extravagant or intrusive content. It's become clear that connecting with this generation will require a change in strategy from both digital publishers and advertisers.

Tap into audience consumption habits

When targeting Gen Z, digital publishers are paying attention to which social platforms they're flocking to the most. Female-focused Gen Z publisher Obsessee turned to social media to reach its desired audience. Interestingly, Obsessee doesn't have a traditional homepage or website for that matter. Instead, all of its content exists on social media platforms-10 of them, to be exact.

But to understand where Gen Z consumes content, it's important to first understand where it doesn't. According to a study conducted by Cassandra, an authority on millennials and Gen Z, 29 percent of Gen Z-ers deem Facebook outdated and "uncool." Instead, they prefer platforms that allow for more visual creativity. More than 56 percent regularly use messaging applications such as Snapchat.

For Gen Z, media consumption is more than just entertainment-it's part of their daily routine, from start to finish. According to eMarketer, Gen Z's time on publisher sites show more time and engagement with video than text. 57 percent of 13- to-17-year-olds said they're watching more short-form video than they did a year ago. Just 45 percent of millennials-defined here as 18- to-34-year-olds-said the same.

Another publisher taking a unique approach to luring Gen Z-ers is Galore, which has opted for a branded approach to content. Galore focuses on creating content for marketers, connecting them with influencers and monetizing in a way isn't off-putting to Gen Z consumers. CEO Mike Albanese noted the stark contrast between Galore's methods and the long-accepted approach of yesteryear, saying the key is to "make a lot of content, figure out how to drive lots of traffic, get some big audience numbers and kind of wrap advertising around it."

Continue Reading

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3 Ways Both Publishers and Advertisers Can Reach Generation Z

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Millennials: The word alone is probably enough to draw a reaction from most people. In digital media, however, this generation has represented one thing: a profitable audience. But as millennials transition to adulthood, publishers and advertisers alike are diverting their collective attentions to the next generation: Generation Z.

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In this article they speak about Gen Zers who want to change the discrimination in the workforce. They talk about how we are more likely to demand equality in the workforce than say Baby Boomers. They also say that they are most likely to demand inclusion in the workforce

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New study reveals next generation of workers hold employers to account for total inclusion in the workplace. Article by Debbie Klein, Group Chief Marketing Corporate Affairs Officer - Sky.

Over a quarter of British workers of all ages have experienced discrimination in the workplace. Generation Z (under 25s) are twice as likely to believe employers should do more to promote inclusion than Baby Boomers (over 55s). Almost one in three from Gen-Z believe a 'glass-ceiling' still exists, compared with one in six Boomers. Four out of every five workers in Gen-Z are aware of their company's inclusion policies.

New independent research commissioned by Sky to mark National Inclusion Week has identified a huge gap in the way that different generations see equal opportunities and inclusion in the workplace, with the bosses of tomorrow set to challenge workplace discrimination and put businesses on the path to inclusion.

Gen Z are almost twice as likely as Boomers to believe a glass ceiling exists and they're twice as likely to question the status quo on equal opportunities too. Debbie Klein, Group Chief Marketing and Corporate Affairs Officer - Sky, said: "There's a new glass ceiling and it has remained unseen, but it seems Gen-Z have better eye-sight - they can see it, and they want to smash it."

Employers have a duty to ensure their workplace fosters total inclusion, so it's positive to find the newest members of today's workforce are challenging barriers and committed to holding employers accountable. Debbie Klein added: "These results are shocking. It is time to take a hammer to the glass ceiling."

"At Sky we believe great talent is as diverse as our customer base, which is why driving inclusion is at the heart of our business. We want to encourage other business to see that the best employees are those who can bring all of themselves to work. National Inclusion Week is an opportunity for employers to focus on this issue. It isn't just about stopping discrimination - we also have to actively promote inclusion."
Key stats

26 percent of British workers say they have experienced discrimination in the workplace

Half (49 percent) of Gen-Z believe their employer should do more to promote and instill inclusion in the workplace, compared with just a quarter (26 percent) of those over 55

Gen-Z are more comfortable calling discrimination in the workplace, as almost a third (29 percent) state there is a 'glass ceiling' preventing the progression for women and minority groups in their workplace - only one in six (16 percent) Boomers agree with them

One in five under 25s also claim being a woman negatively affects the chances of securing a job or promotion - double the amount of over 55s (10 percent)

Gen-Z identified multiple groups negatively impacted by an unequal workplace. One in five state being from a Black, Asian or Minority background reduces the chances of getting a job or promotion, compared to one in 10 workers over 55 and half (49 percent) of Gen-Z also believe the same for a disability, compared to a quarter (27 percent) of Boomers

Four out of every five workers in Gen-Z are aware of their company's inclusion policies, while one in three workers over 55 have no idea of what their company's inclusion policies are. Those at the start of their careers are also confident embracing these policies, with nearly three-quarters (73 percent) stating they feel comfortable taking up policies such as flexi-time, carers' leave, religious leave or support for a disability offered by their employer, , whereas one in three workers nearing retirement age are uncomfortable doing so.

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Gen Z determined to do something about discrimination

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New study reveals next generation of workers hold employers to account for total inclusion in the workplace. Article by Debbie Klein, Group Chief Marketing Corporate Affairs Officer - Sky. Over a quarter of British workers of all ages have experienced discrimination in the workplace.

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In this article they list the ways that Gen Z likes to get hired. They say that the major one is e-mail, then regular mail. It also says they look for jobs mostly through websites.

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How Generation Z Finds an Employer

1. Indeed (28 percent)

2. LinkedIn (13 percent)

3. Google (12 percent)

4. Snagajob (11 percent)

5. Monster (7 percent)

6. Company Websites (5 percent)

7. Glassdoor (5 percent)

8. Zip Recruiter (3 percent)

9. USAJobs (3 percent)

10. Facebook (3 percent)

Having a strong and active employer brand presence on these platforms is a must moving forward. Seventy percent of candidates look to [company] reviews before they make career decisions and 69 percent are likely to apply to a job if the employer actively manages its employer brand (e.g., responds to reviews, updates their profile, shares updates on the culture and work environment). ( Read this to learn how SAP is using Glassdoor to attract Generation Z.)

How Generation Z Finds a Job

1. View websites of companies I am interested in for open positions (76 percent)

2. Ask my friends and relatives about available position they are aware of (61 percent)

3. Speak to my school counseling or career services office (53 percent)

4. Attend a job fair (53 percent)

5. Use a local / region job website (43 percent)

6. Use a national job website (35 percent)

7. Work with a recruiter (25 percent)

8. Use mobile apps (23 percent)

9. Search for jobs using print materials (12 percent)

10. Other (2 percent)

*Percentages may add up to over 100 percent as respondents could select multiple options.
Having access to the world's information in the palm of their hand or constantly within shouting distance of an Amazon Echo has fundamentally rewired how Generation Z learns, communicates, and buys. How they search and apply for jobs will continue to evolve as more and more technology disrupts the prevailing model of recruiting. ( Read this for eight innovative Generation Z recruiting tools.)

How Generation Z Prefers Employers to Share Info About Job Opportunities

1. Email (85 percent)

2. In writing (mail, publications, etc.) (54 percent)

3. Personal contacts / connections (53 percent)

4. Career fairs / networking events (48 percent)

5. Text messaging (39 percent)

6. Telephone (38 percent)

7. LinkedIn (20 percent)

8. Instagram (20 percent)

9. Facebook (19 percent)

10. Snapchat (12 percent)

11. Twitter (11 percent)

12. Other (1 percent)

*Percentages may add up to over 100 percent as respondents could select multiple options.
However, you choose to connect with Generation Z, make sure it's an effortless experience. Generation Z (and Millennials) are much less likely to do business with a company where they have had a poor experience as a job applicant than previous generations.

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This Is How and Where to Hire Generation Z

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How Generation Z Finds an Employer Indeed (28 percent) LinkedIn (13 percent) Google (12 percent) Snagajob (11 percent) Monster (7 percent) Company Websites (5 percent) Glassdoor (5 percent) Zip Recruiter (3 percent) USAJobs (3 percent) Facebook (3 percent) Having a strong and active employer brand presence on these platforms is a must moving forward.

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In this Article, they explain why Gen Z is the loneliest generation, and that is not all because of social media.  Gen Z does get lonelier because of social media,but it also lacks physical interactions. They also discuss that it is very important to monitor this.

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CLOSE

The loneliness of Generation Z reflects not just rising social media use but a broader decline in interactions with neighbors, co-workers and church friends.

At a time when we're supposedly more connected than ever, there are an awful lot of lonely people.

"Nearly half of Americans report sometimes or always feeling alone or left out," according to a new survey from health company Cigna. One out of five Americans has no person they can talk to.

And the loneliest generation? That would be Generation Z, defined in this survey as those 18 to 22. Their average loneliness score is nearly 10 points higher than the least lonely generation - the Greatest Generation, those 72 and older.

While it's tempting to blame Gen Z's reliance on smartphones and social media, the data don't bear that out: The survey didn't find a significant difference in loneliness levels between those who used social media often or infrequently.

More: Aziz Ansari lesson: Women should feel free to hurt the guy's feelings

More: Why Ruth Bader Ginsburg is right that Millennials are key to #MeToo

Given the worrying consequences, the loneliness of Gen Z - and other generations - should be taken seriously. In fact, Cigna, citing a 2010 Brigham Young University study, says "loneliness has the same impact on mortality as smoking 15 cigarettes a day, making it even more dangerous than obesity."

One initiative to encourage Gen Z should be #WalkUpNotOut, a movement that urged high school students to reach out to students perceived as socially isolated after the tragic high school shooting in Parkland, Fla. Regardless of your position on gun control, it can only help to have students focus on being kind and welcoming to each other, particularly when the pervasiveness of social media has made it increasingly easy to bully both on and off campuses.

Plus, this encourages face-to-face interaction - and the Cigna survey found a huge difference in average loneliness scores between those who had daily meaningful in-person encounters and those who didn't. (Astonishingly, one of five Americans surveyed reported having such encounters less frequently than once a week.)

It's also important for Gen Z - and other Americans - to take "social capital" seriously. Thanks to the erosion of neighborhood communities, the fracturing of many families and the decline in church attendance, there are fewer and fewer opportunities for finding new friends or developing meaningful relationships. And that puts even more pressure on students. Imagine being unhappy at school and having no other community to turn to.

According to a 2017 report prepared for Sen. Mike Lee, R-Utah, several factors show the decline in our interaction with each other:

► Monthly church attendance fell from the early 1970s to the present, with 50% to 57% attending in the past compared with 42% to 44% now.

► In 1974, a third of Americans spent time socially with their neighbors several times a week. Now, only 19% do.

► We're also spending less time schmoozing with our co-workers, going from an average of 2.5 hours a week in the mid 1970s to just under an hour in 2012.

► Families are also becoming smaller, and the percentage of children raised by a single parent or no parent has doubled, from 15% to 31%.

More: Liberals need to close the Millennials funding gap
POLICING THE USA: A look at race, justice, media
Given these declining numbers, it makes sense that more Americans are falling through the cracks, losing ways to get to know other people.

And if Gen Z is using phones instead of in-person interactions, that could be contributing to these young adults' loneliness. In an Atlantic article last year, psychology professor Jean Twenge highlighted how teens were less interested in driving and getting out of the house than past generations.

Describing one unnamed 13-year-old, Twenge wrote: "She spent much of her summer keeping up with friends, but nearly all of it was over text or Snapchat. 'I've been on my phone more than I've been with actual people,' she said. 'My bed has, like, an imprint of my body.' "

That's not healthy - and if these are the habits Gen Z is developing in these crucial years, it doesn't bode well for this generation becoming less lonely in the future.

The American writer Flannery O'Connor, a Catholic, was fond of a prayer that included these lines, "Raphael, lead us toward those we are waiting for, those who are waiting for us: Raphael, Angel of happy meeting, lead us by the hand toward those we are looking for."

You don't need to be religious to realize that we both need - and are needed by - others, and that our own lives grow in meaning through many of our interactions with others.

It's easy to toss out opinions on Facebook or on bumper stickers, but at the end of the day, one of the most powerful things many of us may do to change the world could be our "hello" to someone, our reaching out to that person who seems in danger of being on the fringe, making eye contact and sharing a smile with a homeless person even if we don't have change. Let's look up from our phones a little more often - and start acknowledging the people right in front of us.

Katrina Trinko, a member of USA TODAY's Board of Contributors, is managing editor for The Daily Signal. Her views do not necessarily represent The Heritage Foundation, her employer. Follow her on Twitter: @KatrinaTrinko

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Gen Z is the loneliest generation, and it's not just because of social media

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CLOSE The loneliness of Generation Z reflects not just rising social media use but a broader decline in interactions with neighbors, co-workers and church friends. At a time when we're supposedly more connected than ever, there are an awful lot of lonely people.

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In this article they talk about how Gen Zers rising up and demanding gun control. They call the generation pivotal. They discuss how students marched on march for gun control.

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AP Photo/John Minchillo

This morning's key headlines from GenerationalDynamics.com

Florida school shooting causes millions of high school students to rally for gun control

The rise of the Pivotal Generation (Generation Z)

Defining the generations - Silent, Boomer, Generation-X, Millennial, Pivotal

Florida school shooting causes millions of high school students to rally for gun control

High-school students and their families in Washington on Saturday for the 'March for our Lives' (ZeroHedge)
Saturday's "March for our Lives" rallies were national and international. The current generation of high-school students held a spectacular coming-out party on Saturday, as millions of students and their families flooded into Washington and cities around the world. For many of the kids, this must have been the most exciting and thrilling day of their young lives.

So the first thing to understand is that these kids are not Millennials. People born since 1999 are in a new generation, the next generation after Millennials, called the Pivotal Generation (because they are pivoting away from the Millennials), or often called "Generation Z" (a name they hate).

The recent school shooting in Florida has triggered a rather spectacular entrance by the Pivotals into national politics, and they are driving politics in several new directions that differ from the Millennials.

Democrats completely co-opted Saturdays "March for our Lives" rallies by excluding any high school student from speaking who took any position contrary to the positions of the Democratic party leadership. Thus all the political messages were pro-gun control, anti-Republican, anti-National Rifle Association (NRA), and opposed to any solutions proposed by other parties, such as gun violence restraining orders, arming school resource officers, and updating instant criminal background checks.

However, the kids in the Pivotal Generation do not by any means hold positions matching those in the Democratic Party. As for getting gun control enacted, they are tilting at windmills. Within a few months, the Pivotals will be on to a new and even more exciting issue, and this issue will be forgotten. NBC News and March for Our Lives web site and Zero Hedge

The rise of the Pivotal Generation (Generation Z)

The attitudes of the Pivotals are not anti-NRA at their core. The Pivotals are pro-security, especially school security. The rallies were called "March for our Lives," not "March to kill the NRA." Since there is really no solution to the school security problem, they allowed their rally to be co-opted by the anti-NRA stance because it is the only thing they understand. However, the pro-security policy is much more right wing than left wing.

Research on the Pivotals during the last year or two has revealed three major themes in their political beliefs:

Demands for total equality (left wing). The "total equality" policy is related to race, sex, religion, etc. However, the total equality idea is abandoned as soon as its inconvenient. In particular, Pivotals are fully on board with total age discrimination against older generations.

High security and safety (right wing). This policy morphed into a left-wing anti-NRA stance on Saturday, but it is basically a right-wing position emphasizing greater personal security. An event like a major jihadist terrorist attack on American soil or a major military setback could cause the Pivotals to adopt right-wing political issues just as quickly as the Florida school shooting caused them to adopt left-wing gun control positions.

Working for success (right wing). This might be called the "anti-snowflake" stance. Pivotals sometimes describe Millennials in the same way that Boomers see Millennials - as "snowflakes" who feel that they are entitled to success without having to work for it. The Pivotals as young children lived through the financial crisis, and see themselves as having to work for their success. The right event could cause many Pivotals to adopt political positions opposed to much welfare and domestic spending.

In generational theory, a "regeneracy event" is an event that regenerates civic unity and unifies the country behind the country's leader for the first time since the end of the preceding generational crisis war (WW II in this case). A regeneracy event today might be, for example, a North Korean nuclear weapon ballistic missile attack on Los Angeles. With their demand for total security and willingness to work for success, the Pivotals in case of war would combine into a powerful patriotic force willing to do whatever is necessary to fight for the nation. They will truly be the next "Greatest Generation."

Whatever events unfold in the future, the Pivotal Generation is pivoting away from Millennials and other generations and is adopting a unique set of attitudes and behaviors that will end up being a surprise to everyone, including both political parties. Barkley US and Barkley US (PDF) and Reno Gazette and Inc

Defining the generations: Silent, Boomer, Generation-X, Millennial, Pivotal

According to the U.S. government Census Bureau:

The term "baby boomer" refers to individuals born in the United States between mid-1946 and mid-1964 (Hogan, Perez, and Bell, 2008). Distinctions between the baby boom cohort and birth cohorts from preceding and subsequent years become apparent when fertility measures are framed within a historical context. The baby boom in the United States was marked by a substantial rise in birth rates post-World War II. Two features of the baby boom differentiate this increase from those previously experienced: the size of the birth cohort and the length of time for which these higher levels of fertility were sustained.

In other words, many couples held off having children during the Great Depression and World War II, but as soon as the war ended they started having children as quickly as possible.

The birth year range 1946-1964 for Boomers makes sense for demographic purposes, which is the business that the Census Bureau is in. But from the point of view of Generational Dynamics, it is not particularly useful. The useful question is NOT "When is the first year that babies were born after World War II?" The useful question is: "When is the first year that babies were born when they were never personally aware of and traumatized by the horrific events of World War II?"

Generally speaking, you have to be about four years old to be aware of what is going on in the world, and so for generational theory, the earliest birth year for the Boomers is not 1946, but is 1942. Anyone born earlier (the Silent Generation) would likely have been traumatized by World War II, and anyone born later would likely not have even been aware of World War II. That is why I do not use the phrase "born after WW II" to describe the Boomers. Instead, I use the phrase "growing up after WW II."

The Silent Generation is the one preceding the Boomers. They got that name in an interesting way. They were originally called the "Depression Babies," obviously because they were born just before or during the Great Depression of the 1930s. However, during the 1950s, Time Magazine began calling them the "Silent Generation," and the name stuck.

The reason that Time called them the Silent Generation is because they never complained about anything. They had grown up during the Depression, they had seen their fathers, brothers, and uncles die gruesomely during the war, and by the 1950s they were happy to have families, jobs, and a home with a white picket fence. They did their jobs and worked patriotically to help rebuild the world after World War II.

The period after a crisis war like World War II is called a "Recovery Era," since it is everybody's job to help the nation and the world recover from the war.

The Census Bureau says that the last birth year for Boomers was 1964. Once again, that is useful for demographers, but for Generational Theory, we identify the end of the Recovery Era and the beginning of the "Awakening Era" as the beginning of social activism by Boomers, as they come of age. For us, the 1963 March on Washington for Jobs and Freedom is the beginning of the Awakening Era, as the first major activist event by the Boomers. As in the case of the Boomers, we subtract four years and set 1959 as the last birth year for the Boomers and the first birth year for Generation-X.

The children in Generation-X grew up in a world that seemed like total chaos to them. There was rioting in the streets, males were burning their draft cards, girls were burning their bras, there was streaking, there was the Summer of Love in 1967, the riots at the Democratic convention in 1968, the killing of students at Kent State University, and a vast generation gap over the Vietnam war and race and environment issues.

Whereas the Boomers were pampered as children in the Baby Boom following WW II, the Gen-Xers were left mostly on their own and were definitely not pampered. Whereas the Boomers had a stable childhood with families and parents with jobs, the Gen-Xers were surrounded by social unrest and instability. In particular, feminist organizations were telling mothers to dump their husbands, and not let the kids see their fathers, in order to get as much money as possible. So many Gen-Xers grew up with no fathers, with a chaotic personal life, and a great deal of bitterness towards the Boomer generation, whom they blamed for their misfortunes. Without fathers and with no moral compass, they had a high delinquency rate, and are one of the most jailed generations in American history.

As I have described many times in the last 15 years, Generation-X got their revenge against their fathers by bringing about the financial crisis. In the 1990s. Gen-Xers got degrees in "Financial Engineering," and used their skills in the 2000s to knowingly create trillions of dollars' worth of fraudulent subprime mortgage-backed securities, which they could sell to the parents' generation to get revenge. The result was that millions of people when bankrupt and lost their homes.

The Awakening Era began in 1963 and ended in 1983. That was followed by the "Unraveling Era," where all the rules and institutions that had been implemented in the 1950s to prevent another Great Depression and another World War were dismantled. This resulted in the "tech bubble" of the late 1990s and the huge "credit bubble" of the mid-2000s decade.

The Unraveling Era was a period of opulent wealth in the hands of many people - mainly because they went deeply into debt and spent the money on cars, vacations, and other items of conspicuous consumption.

The Unraveling Era began in 1983 and ended in 2003, 58 years after the end of World War II. 2003 was the beginning of the new "Crisis Era." The birth years for the next generation, the Millennial Generation, was thus 1979 to 1999. Millennials grew during this period of opulence provided by astronomical debt, many Millennials developed the attitude that money and success could just be given to them.

The financial crisis brought this period of opulence to an abrupt end. The Pivotal Generation, which grew up during this period, pivoted away from the Millennials and adopted that attitude that it is necessary to work hard for money and success.

Incidentally, the name "Pivotal Generation" is only temporary. Just as the "Depression Babies" became the "Silent Generation," the Pivotal Generation will be given a new name by society at some point in the future, after they have actually accomplished something, rather than just giving press conferences in Washington. US Census Bureau (PDF) and Pew Research
Related Articles:
KEYS: Generational Dynamics, Pivotal Generation, Generation Z, March for our Lives, Millennials, snowflakes, National Rifle Association, NRA, Silents, Boomers, Recovery Era, Awakening Era, Unraveling Era, Crisis Era, Summer of Love, Kent State University, Financial Engineering
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The Pivotal Generation (Generation Z) Marches for Gun Control, Tilting at Windmills

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This morning's key headlines from GenerationalDynamics.com Florida school shooting causes millions of high school students to rally for gun control The rise of the Pivotal Generation (Generation Z) Defining the generations - Silent, Boomer, Generation-X, Millennial, Pivotal High-school students and their families in Washington on Saturday for the 'March for our Lives' (ZeroHedge) Saturday's "March for our Lives" rallies were national and international.