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The iGen Shift: Colleges Are Changing to Reach the Next Generation

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The iGen Shift: Colleges Are Changing to Reach the Next Generation

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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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a bunch of articles by teenagers in The New York Times. Choose one.

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Monthly collections of Times articles featuring young people in the news.

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Thinking about the lives of young people today and what they need most.

By Kathleen O'Brien

Ms. O'Brien is a staff editor for the Opinion section.

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Elsie Fisher as Kayla in the film "Eighth Grade." Credit Credit Josh Ethan Johnson/A24

I watched the superb movie "Eighth Grade" this week, a film about the awkward inner life of a girl about to finish middle school. Her agonies made me squirm and recall my own emotional roller coaster at that age. The mom in me wanted to let her know that everything would be O.K.

So this weekend I wanted to share some favorite recent pieces on the fraught teen years. Several I found revolved around the anxiety many teens feel. What can adults do to understand what they are going through? What should we remember as we try to guide them through rough times? These might be a starting point for answers.

Other writers were grappling with issues like racial bias and the cultural forces that contribute to school shootings. All I could think was that our young people deserve a better world than the one we're leaving them - and I hope we can create it. One of my favorites in this collection argues for lowering the voting age to 16. A little power at the ballot box could go a long way.

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Credit Anna Parini

Teenagers are struggling with anxiety more than any other problem, perhaps more than ever before, the psychologist Tracy Dennis-Tiwary writes. There's a good chance that it is anxiety that is driving teenagers (and the rest of us) to escape into screens as a way to flee fears.

There is a darker side to adolescence that, until recently, was poorly understood: a surge during teenage years in anxiety and fearfulness, the psychiatrist Richard A. Friedman writes. Largely because of a quirk of brain development, adolescents, on average, have a harder time learning how not to be afraid than either children or adults.

Also from Laurence Steinberg: We lament the delayed entry of young people into adulthood. But prolonged adolescence, in the right circumstances, is actually a good thing. It fosters novelty-seeking and the acquisition of new skills.

Josephine Sittenfeld, a photographer, was sorting through her high school bedroom and created this poignant photo essay about what she discovered. "My takeaways from a weekend visiting my former self? I was boy-crazy. I worked really hard in school. I yearned for a bigger, more exciting life."

After the March for Our Lives rally, the historian Jon Grinspan wrote about times that young Americans changed the country's politics, even in periods of bleak partisan divide. Will they do it again?

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Opinion | Weekend Reads: Those Terrible Teenage Years

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Thinking about the lives of young people today and what they need most. By Kathleen O'Brien Ms. O'Brien is a staff editor for the Opinion section. I watched the superb movie "Eighth Grade" this week, a film about the awkward inner life of a girl about to finish middle school.

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Gen Z is the loneliest generation, and it's bigger than social media

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Gen Z is the loneliest generation, and it's bigger than social media

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This article written by USA Today focuses on how social media is connected to the everyday life of Gen Z. It also correlates loneliness to being on electronics. The communication difference between generations is also a key topic.

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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

Read or Share this story: https://usat.ly/2I9a6wO

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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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Generation Z: 'We have more to do than drink and take drugs' - The Guardian

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Generation Z: 'We have more to do than drink and take drugs' - The Guardian

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This article discussed how Generation Z is not really how a lot of media portrays Gen Z to be. People of Generation Z were telling the writer about what they liked to do and why, as well what they were really interested in.

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hey drink less, take far fewer drugs, and have made teenage pregnancy a near anomaly. Generation Z - one of several terms used to describe post-millennial youth born after 1996 - prefer juice bars to pub crawls, rank quality family time ahead of sex and prioritise good grades before friendship, at least according to a report published by the British Pregnancy Advisory Service last week.

An onslaught of sneering headlines followed, characterising today's youth as boring, sensible and hopelessly screen-addicted.

So, are the kids all right?

"We have so much more to do than [just] drink and take drugs," says Demi Babalola, a 19-year-old philosophy and sociology student. "I'm not surprised those [statistics] show that's the case: it makes sense. We have a lot more to distract us now."

What's her biggest time stealer? "Social media." Babalola toggles between Snapchat, Twitter and Instagram, although she rolls her eyes at the mention of Facebook, full as it is of "older people".

But it's not just the breadth of entertainment and culture that is so instantly available - and disposable - to Babalola and her peers. There is also a growing feeling that the preoccupations of her parents' generation seem, well, a bit lame.

"Going out takes a lot of effort: it's boring, repetitive and expensive," she says. "Obviously, I used to go out a lot in my first year [at university], but now we do more kickbacks."

To the uninitiated, a kickback is the sophisticated Gen Z sweet spot between the lairy house parties of yore - the ones typified by vomit on the parental carpet and a trashing of the family bathroom - and a pre-teen sleepover.

"We hang out, we listen to music, make our own food, and play games," she says. "We'll probably organise it a couple of days before."

Lewis Allely, 14, from Cornwall, agrees. "We're quite different [from your generation] because there's more stuff to do at each other's houses and we have more technology - like, we have video games."

His teacher, Mr Worthington, laughs. "I gave them a free lesson the other day where they could do what they wanted." He knew a mass bunk- off to the park or similar would be off the cards. "I came back after an hour and they were all sitting in a circle, looking down at their phones and chatting."

The cliche that many young people spend far too much time online, instead of indulging in a romanticised form of rebellion, may have some truth, but as futurologist Rhiannon McGregor points out, Gen Z-ers are more cautious and risk-averse than their parents, partly because that technology exists.

Demi Babalola, 19, says she and her friends enjoy kickbacks together. Photograph: Courtesy of Demi Babalola

"They're aware from an early age of how they're portrayed online and offline, so they curate themselves in a more conservative way," she says. (In other words, no one wants to be publicly shamed getting messy or being recklessly daft.)

"But they're also more socially aware and see themselves as part of a global community. It's easier to get and feel connected to someone in Africa or Asia and share concerns about climate change, for instance."

Clara Finnigan, 22, who grew up in Devon and is in her final year at the University of Arts London, points out that one size doesn't fit all. She still goes out, "often to gay clubs".

She believes her generation is unfairly judged and that it reports levels of stress and depression that are higher than ever because of the economic and political state of the world it has inherited.

"The whole anxiety of not having stability in your future is something that is definitely very present. I won't probably ever own my own house, unless I get really lucky."

She slumps in her seat at the pretentiously swanky bar we meet in. "I just want what previous generations have had: you work hard, you reap the rewards of that. Sometimes I feel a bit hopeless because [my degree and hard work] won't make a difference.

"I don't expect to have one full-time gig; my career won't be defined by one job. I know I'll have to do stuff I don't enjoy to be able to do passion projects that I do."

Amelia Colthart, a 22-year-old graduate from Leicester, and Myesha Owen Munro, a 17-year-old A-level student from north London, both agree.

"At my age, my parents and my grandparents owned their own home," says Colthart. "I don't go out clubbing - I know my limits. I go to friends' houses [for kickbacks], but I have to prioritise my career goals because it's a lot harder to achieve what I want."

Owen Munro adds: "My generation feels bitter about all the things we won't be able to do because of what the older generation chose."

Clara Finnigan, 22, believes Generation Z is unfairly judged.

The subjects of Brexit and of dropping out of university to pursue less mind-boggingly expensive apprenticeships come up a lot. As does a consistent refusal to accept that anyone should be defined by traditional markers of identity.

"We're more inclusive," says Babalola. "You can do what you want as long as you don't harm anyone and stay safe. It's about freedom. Previous generations always made distinct separations between being gay or straight.

"I try to avoid labels - being a black girl means society already has certain stereotypes that are expected, like I should be outspoken or 'sassy' or loud or like certain music." Another eyeroll. "It's restricting."

"People are more sexually experimental in my school, more than I thought," says Owen Munro. "The boys as much as the girls."

Do monogamous relationships hold any appeal? "Well, I don't know anyone who wants to get married as a life goal. Why would you spend the whole of your life with one person?"

While statistics show that smoking, drinking and clubbing may be in decline for today's young people, the health and wellness industry is booming with the same demographic - in part, because these young people have had so much information at their disposal.

"The risks and downsides of doing all of those things have been drummed into us at school from an early age," says Colthart. "Self-care is a much bigger deal for us."

Generation Z-ers will, after all, be living longer and more healthily, and looking better for it.

A report (pdf) from the Institute of Alcohol Studies suggests that changing demographics also play a part, reporting that "ethnic minority children ... are less likely to drink, [which] can directly explain a small proportion of the fall in underage drinking" but also that there is evidence these same minority students can also influence their peers. "Non-Muslim children in schools with a high Muslim population are less likely to drink," it states.

So what is the new going out? The Generation Z idea of fun that is inexplicable to older adults? Owen Munro, Allely and Babalola instantly refer me to Snapchat, where they communicate in a constant group feed with their friends. Broadcasting the minutiae of her day - a good oufit, a trip to Westfield - is as second nature as breathing to Babalola.

"It's kind of documenting your life, but you have an audience and you immediately know who's interacting. I enjoy it - it makes me feel important that 100 people are watching what I'm eating."

"It's easier than Instagram," agrees Owen Munro. "I hate putting up a picture and waiting to see if anyone likes it. It's scary."

And what are Babalola's plans for today? "My friends and I go out to London, or cycling. We might go to a cute cafe and take pictures."

The Baby Boomers (born 1946-1964)

Invented: free love.

Known for: benefiting from free university education, a prosperous jobs market and robust economic growth.

Big on: telling each other that if you remember the 1960s, you weren't really there.

Generation X (born 1965-1981)

Invented: irony, McJobs and disaffected slackerism.

Known for: their diet of MTV, rave culture and indie films.

Big on: reminiscing about 1988's second summer of love.

Millennials (born 1982-1995)

Invented: avocados and overly elaborate coffee orders.

Known for: making "hipster" a dirty word and sending selfies mainstream.

Big on: blaming Boomers for dismantling the concept of free university education, homeownership and jobs for life.

Generation Z (born 1996-2016)

Invented: the ability to hold a conversation and simultaneously scroll through their phones.

Known for: being globally connected and politically anxious.

Big on: experimenting with gender and sexual spectrums.

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Generation Z: 'We have more to do than drink and take drugs'

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hey drink less, take far fewer drugs, and have made teenage pregnancy a near anomaly. Generation Z - one of several terms used to describe post-millennial youth born after 1996 - prefer juice bars to pub crawls, rank quality family time ahead of sex and prioritise good grades before friendship, at least according to a report published by the British Pregnancy Advisory Service last week.

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Move Over Millennials, Here Comes Generation Z - The New York Times

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Move Over Millennials, Here Comes Generation Z - The New York Times

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This article compares Millennials with Generation Z and goes in depth with this topic of comparing. It talks about what the Millenials have gone through and what Gen Z has been exposed to and how both of these generations turned out to be. While talking about the generation gap between and Millennials, they go into great detail about how different the generations.

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Move Over, Millennials, Here Comes Generation Z (Published 2015)

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Hear the word "millennial," and plenty of images spring to mind. There's Facebook's Mark Zuckerberg, in his hoodie, earning his first billion by the age of 23. There's Miley Cyrus, preening for the cameras in a flesh-baring act that recalls a Snapchat sexting session.

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Meet Generation Z, the 'millennials on steriods' - Business Insider

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Meet Generation Z, the 'millennials on steriods' - Business Insider

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This article talks about how Gen Z is so different than the previous generations. They go on about how diverse this generation.

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Generation Z is the youngest American generation.

In many ways, it reflects and amplifies the millennial generation that came before it.

It's the most diverse and inclusive generation yet.

Millennials are old news.

Generation Z is up next.

Gen Z was born between 1998 and 2016, meaning the oldest members are just 19.

That means they're the teenagers entering college, soon to join the workforce and spark their own round of why-young-people-are-the-worst think pieces on the internet.

But who are they, really? What can we expect from them? A new report from boutique research firm 747 insights, in partnership with consumer research platform Collaborata, sheds some light on the up-and-coming generation.

The study, called " Generation Nation," surveyed over 4,000 Americans from their late teens to their early 70s to find out how they feel about everything from work to friendships to brands, and analyzed their responses.

Michael Wood, a principal at 747 Insights, told Business Insider he's heard Gen Z called "millennials on steroids" because the generation tends to exhibit similar opinions and beliefs to the one before it - just more.

"In many ways, generational change is like the seasons," he said. "The changes are very gradual, and if we're looking at society as a whole, it's this millennial mindset that has influenced Gen X and the older generations, but also definitely has had a strong influence on Gen Z."

One of the standout findings of this report, he said, was the lack of patriotism among Gen Z. "I think it has strong implications for how supportive they're going to be with government moving forward," he said. "They may be even interested in going a different route altogether, one that does a better job of embracing their acceptance and their belief in being inclusive."

Wood also thinks the findings have strong implications for marketing. Gen Z "may not be as willing to accept those pro-America brands as perhaps previous generations did," he said. "Or think about something like the military - maybe they won't necessarily respond to the same messages in terms of recruiting. I think this is a generation we're going to see really demand things being done differently."

Scroll down to learn more about what we can expect from tomorrow's generation:

According to the research, there are three primary factors that influence a generation: age, societal norms, and technology.

Gen Z doesn't know a time without the internet, and it shows. They favor streaming content in snack-sized bites, like that offered through Youtube, and consume it mostly on their phones and computers. They largely eschew TV shows and movies, and are unused to live programming with advertising.

747 Insights also points out that because Gen Z has little experience consuming traditional broadcast news, it may be more susceptible to "fake news" than the generations that precede it.

When presented with the statement "I have one or more friends who are of a different race than me," here are the percentages of respondents who agreed, by generation:

* 81% Gen Z
* 69% Millennials
* 67% Gen X
* 71% Baby Boomers

As far as dating people of a different race, 35% of Gen Zers (who are age 19 at most) said they have; that's more than any other generation than millennials, 43% of whom said they have.

This may be because Gen Z is the most racially diverse generation in America. The Census Bureau found that 48% of Gen Z is non-Caucasian. The next most-diverse generation is the millennials, 44% of whom are non-Caucasian.

Members of Gen Z are also the most likely to say they have friends of a different sexual orientation (59%, versus 53% of millennials and smaller percentages of the older generations).

When asked which issues they support, Gen Z respondents stood out in two areas: marrying someone of a different race, and marriage equality.

On the issues of Social Security, healthcare for all, and protecting the environment, the percentage of Gen Zers in favor was roughly in line with those of other generations (although Boomers are especially concerned about Social Security).

But for marrying someone of a different race, 77% of Gen Zers were in favor - the next-highest generation was millennials, at 66%. For marriage equality, 66% favored - again, the next-highest generation was millennials, trailing them at 58%.

Less than half (48%) of Gen Z respondents agreed with the statement "My parents followed through with discipline if I broke the rules," and only 26% said they got parental help with homework.

Compare that to the 59% of millennials and 67% of Gen Xers who could trust their parents would follow through with discipline. More than 40% of older generations said they got homework help from their parents.

There's a key way in which Gen Z differs from millennials: optimism.

More Gen Zers than anyone else (68%) feel the US is headed in the wrong direction, and fewer Gen Zers than anyone else (32%) feel the country is headed in the right direction.

When asked how "things are going in the US," 44% said they were "worried" - similar to every generation but millennials, who were the least-worried at 39% - and 21% said they were "scared" - more than any other generation.

Only 12% said they were "optimistic." At least 23% of other generations felt that way.

Plus, 71% said they see their lives getting more challenging in the future, 10 more percentage points than the next group trailing them.

Executive Editor, Personal Finance Insider

Libby Kane, CFEI, is the Executive Editor for * * * * * Personal Finance Insider also rates, explains, and recommends financial products and services, whether that's the Outside of personal finance, she's written about everything from Personal Finance Insider, Insider's personal finance section that incorporates affiliate and commerce partnerships into the news, insights, and advice about money Insider readers already know and love. She holds the Certified Financial Education Instructor (CFEI) certification issued by the National Financial Educators Council. For 2021 and 2022, she is a member of the Insider Committe, a cross-team focus group working on making Insider an even better place to work. Previously at Insider, she oversaw teams including Strategy, Careers, and Executive Life. Her team at Insider has tackled projects including: Women of Means, a series about women taking control of their finances Inside the Racial Wealth Gap, an exploration of the causes, effects, and potential solutions of the racial wealth gap in the US (finalist, Drum Award, "Editorial Campaign of the Year," 2021) Strings Attached, a series of essays from people who have left insulated communities and how that journey affected their relationship with money Master Your Money, a year-long guide for millennials on how to take control of their finances (first runner up, Drum Award, "Best Use of Social Media," 2022) The Road to Home, a comprehensive guide to buying your first house (silver award winner, National Association of Real Estate Editors, "Best Multi-Platform Package or Series - Real Estate," 2022) In September 2016, she helped launch Insider Netherlands in Amsterdam. best travel credit card, the best investment apps, or the why Chinese children are so good at math to the business of dogs to hard truths about adulthood. best homeowners insurance companies. She's always interested in research, charts, and people: new and interesting research, compelling charts and other visuals, and people who are willing to share the details of their impressive financial accomplishments and strategies. Before joining the company in March 2014, she was the associate editor at LearnVest, covering personal and behavioral finance. If you have something to share, please reach out to lkane@insider.com. Learn more about how Personal Finance Insider chooses, rates, and covers financial products and services "Sign up to get Personal Finance Insider's free email newsletter in your inbox "

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Meet Generation Z, the 'millennials on steroids' who could lead the charge for change in the US

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Generation Z is the youngest American generation. In many ways, it reflects and amplifies the millennial generation that came before it. It's the most diverse and inclusive generation yet. Millennials are old news. Generation Z is up next. Gen Z was born between 1998 and 2016, meaning the oldest members are just 19.

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Three Effective Steps For Appealing To Generation Z - Forbes

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Three Effective Steps For Appealing To Generation Z - Forbes

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This article tells how important brand building is to Gen Z and how different it is from the generation of Millennials. It also goes in depth about how important collaboration is to this generation. In addition, it goes into detail about efficiency while working for Gen Z.

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Forbes CommunityVoice Connecting expert communities to the Forbes audience. What is This?

Forbes allows professional fee-based membership groups ("communities") to connect directly with the Forbes audience by enabling them to create content - and participate in the conversation - on the Forbes digital publishing platform. Each topic-based is produced and managed by the group.

Opinions expressed within Forbes are those of the participating individuals.

Post written by

Chris Gerbig

Co-Founder & President of Pink Lily, one of the fastest-growing online retailers of women's clothing in the US.

Innumerable articles have been written on the millennial generation -- who they are, how to reach them, what they want from their brands and so much more. We've been inundated with thought pieces on this group -- defined as those who came to young adulthood around the year 2000 -- but far less has been written on the next upcoming generation of consumers -- Generation Z. This group, generally considered to be those who were born in 1995 or later, is the largest percentage of the U.S. population -- more than 25%. This group contributes approximately $44 billion to the American economy, and by 2020 they will account for one-third of the U.S. population. It's time to take this group seriously and begin customizing sales strategies exclusively to their habits and preferences.

At Pink Lily, teens and people in their young 20s are a major subset of our customer base, and working with them has taught us some important lessons on the ways they differ from older generations. We know that applying marketing and sales strategies that have historically worked for millennials, Generation X or boomers will simply not be as effective as making special considerations specifically for Generation Z. To that end, I'd like to share a few actionable ideas for reaching this key group of consumers.
1. Improve Brand Building
For Generation Z consumers, simple engagement via social media isn't enough. To reach this group, businesses must take it a step further and begin offering tools, platforms and opportunities to support this group in their ongoing personal brand building. Many Gen Zers are actively managing a personal social media presence and are always on the lookout for fun, thoughtful, eye-catching and intriguing ways to increase their number of followers and enhance their personal image. An example of helping Generation Z consumers build their own brands might be setting up a compelling "Insta wall" in your store, complete with a novel and interesting backdrop, photo props and creative hashtags to encourage in-store Instagram photos and posts. As consumers are interacting with your brand, they're also growing their own personal brands. It's a win-win scenario.
2. Offer Partnerships
As a highly entrepreneurial generation, many members of Gen Z constantly look for opportunities to work independently, even in a part-time capacity. Brainstorm opportunities to engage assistance from this business-minded and creative group of consumers by offering paid partnerships, part-time brand ambassadors, sales generators, social media influencer swaps and other avenues for personal income generation. Even if the opportunity for pay is small or dependent on factors like sales or social engagement, the concept will be intensely appealing to many people in this entrepreneurship-focused group. By creating new channels for Gen Z entrepreneurs to partner with your brand, you'll attract more customers and build brand loyalty over time.
3. Be Quick About It
One of the primary differentiators between millennials and Generation Z is the latter's reputation of having a shorter attention span. Generation Z has been painted as an unfocused group that can't finish what it starts, but the truth isn't quite that bleak. In reality, this group of young people has cultivated an ability to discern value and interest at a faster pace than any previous generation. Generation Z is flipping through and analyzing content at light speed, so in order to stand out your brand must present its value as quickly and efficiently as possible. When it comes to selling, a 30-second commercial is simply too long-winded for many members of this generation. Instead, think in terms of Snapchat and similar short-format promotions. You have a very brief window to catch this audience's attention, so you better make your content sing.

If your brand or product targets or seeks to target our youngest generation, attention must be paid to these specialized recommendations. By considering many of those in Generation Z's individual social media priorities, limited attention span and entrepreneurial spirit, your company will elevate its approach above that of your competition. This strategy takes time, careful thought and investment, but the return in sales is well worth the effort.

Co-Founder, President and COO of Pink Lily, one of the fastest-growing online retailers of women's clothing in the US.

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Three Effective Steps For Appealing To Generation Z

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Forbes CommunityVoice Connecting expert communities to the Forbes audience. What is This? Forbes allows professional fee-based membership groups ("communities") to connect directly with the Forbes audience by enabling them to create content - and participate in the conversation - on the Forbes digital publishing platform. Each topic-based is produced and managed by the group.

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Move Over Millennials: How Generation Z Is Disrupting Work As We Know It

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Move Over Millennials: How Generation Z Is Disrupting Work As We Know It

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This article by TIME goes into detail about Gen Z's place in the workforce. It goes over how they think Gen Z thinks and how that correlates to what we do now. It also dives into great detail about how new technology correlates to what our jobs are.

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Move Over, Millennials: How Generation Z Is Disrupting Work As We Know It

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The generation best known as Gen Z- those born in the mid­'90s and later-looked on as their parents lost jobs during the Great Recession.

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Generation Z characteristics: 5 infographics on the Gen Z lifestyle

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Generation Z characteristics: 5 infographics on the Gen Z lifestyle

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This article showcases their information on Gen Z versus Millennials media usage and even shows off data of the usage. It also goes over why they think Gen Z prefers cool products over cool experiences, entrepreneurship, who's more tech savvy, involvement in campaigns. At the end the article shows off how the cultures of Millenials and Gen Z's are different.

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Just when many companies are finally starting to understand millennials, a new generation is starting to emerge. Generation Z-people who were born from 1995 onwards-is making its presence known as people from this generation are starting to enter the workforce and earning their own income.

Marketers and market researchers still have a lot of work to do to deepen their understanding of this generation. Here are five infographics that paint a picture of the Gen Z landscape.

1.Their media consumption habits differ from previous generations-even millennials.

In 2015, Vision Critical conducted an exclusive study that exposes the changing media consumption habits of younger consumers. While Gen Z follows millennials closely, these two generations are not entirely identical when it comes to the social media networks they visit, the devices they use and how much TV content they consume.

Some notable stats about the Generation Z characteristics from the infographic:

On average, Gen Z uses their smartphones 15.4 hours per week-more than any other type of device.

Gen Z consume 13.2 hours of TV content per week-significantly less than boomers and Gen X.

There has been a 41 percent increase in the use of ad-blocking software in the past 12 months.

2. They prefer cool products over cool experiences.

Many studies have suggested that millennials are looking for great experiences, not great products. But the same is not necessarily true for Gen Z. This infographic from Deep Focus shows that Gen Z's expectations from the brands they buy from differ from what millennials are looking for.

3. Entrepreneurial and tech-savvy are two Generation Z characteristics.

What makes the Gen Z employee tick? The infographic below, produced by NextGeneration Recruitment, outlines the differences between Gen Z, Gen Y and Gen X, and highlights why employers should continue to build their understanding of each group.

4. They respond to edgy campaigns.

Traditional marketing doesn't work for Gen Z. Marketers need to embrace technology and new ways of storytelling. According to an infographic from Upfront Analytics, Gen Z customers respond to edgy and visual marketing tactics. Videos-especially short ones like those created via the social network Vine-work particularly well with young customers.

5. They want to co-create culture-and they do.

In 2015, the market research firm Wildness conducted a study on 12 to 24 year olds in the U.S. The company's top conclusion? This "post-internet generation" doesn't simply consume entertainment-they help create and shape it.

From the infographic:
What we've uncovered in our research is that this is a generation of CCs (Culture Creators) that are redefining entertainment, consumption, the workplace and marketing. The CCs are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world. They have created a new Cultural Currency that values uniqueness, authenticity, creativity, shareability and recognition. What's different for this generation is not as simple as the internet or technology. Technology is an important component, but what's changed is this generation's relationship with culture.
The study revealed that 80 percent of Gen Z say finding themselves creatively is important. Over 25 percent post original video on a weekly basis, while 65 percent enjoy creating and sharing content on social media.
Conclusion
These infographics reiterate the need to engage with and understand Gen Z -an increasingly important group of customers who will help to shape the future. As Gen Zs enter the workforce and their purchasing power increases, companies can't afford to act within conventional assumptions or generational frameworks. A deeper understanding of Gen Z customers-one that is rooted in continuous, two-way dialogue -is required to deliver products, services and experiences that this elusive and evolving generation is looking for.

If you liked this article, you might like:

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Generation Z characteristics: 5 infographics on the Gen Z lifestyle

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Just when many companies are finally starting to understand millennials, a new generation is starting to emerge. Generation Z-people who were born from 1995 onwards-is making its presence known as people from this generation are starting to enter the workforce and earning their own income.

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Gen Z Is Officially Here. How Will We Manage?

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Gen Z Is Officially Here. How Will We Manage?

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This article starts off by talking about the gap between Millennials and Gen Z. This article goes in depth about the generational and even talks about Gen X. In addition, the article goes in depth about the economy and workforce of Gen Z and Millennials.

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We've all been there. You're chatting with a younger colleague about popular music, movies or sports, and you wistfully mention Michael Jordan scoring 55 in his comeback game against the New York Knicks, or the twist ending to The Usual Suspects, or seeing Dave Matthews Band tour their debut album. This is when your counterpart says something along the lines of, "No, I actually don't remember that, I was born in 1995."

Oof. What a gut punch! But beyond a clarion sign of your own impending mortality, these moments are good reminders for leaders that while these young professionals comport themselves well and are often very impressive, they come from a different time.

There's a danger in generational reductionism. Publications are often guilty of overgeneralizing and assigning common characteristics to entire generations based on decontextualized data points. "Gen X is disaffected, bitter, and likes flannel. Millennials won't buy houses, get married, or eat mayonnaise."

These blanket statements sell magazines and generate clicks, but people are far more than the years they chanced to be born. Still, it is important to understand the times people exist in. For the Gen Z professional that you, a brand leader, will need to manage, the times they've occupied have been complex and likely will inform their behaviors as workers.

Kathryn Dill's 7 Things Employers Should Know About The Gen Z Workforce is required reading for leaders, but at almost 3 years old it is already a bit dated-which says more about the dynamism of this group and how quickly their expectations are shifting. When Dill authored the piece, most Gen Zers were still in high school. This fall, the first fully-Gen Z crop of grads is hitting the workforce. I personally have interviewed several in recent months.

The most crucial thing that separates this group from their Millennial forbearers is their expectations. Graduating in the midst of the worst economic crisis since The Great Depression with the memory of 9-11 fresh in their minds, Millennials (and many of us Gen Xers, as well) carry a nonspecific sense of dread about our economic and social conditions. They and we toiled during a particularly dour moment in the country's history, one where we were told that recovery would be slow, that we should be happy just to have a job, and that we probably would not enjoy the same quality of life our parents did.

That has an affect on you. As the economy slowly improved, Millennial wages remained mostly flat. More opportunities came, and today if you weathered the worst of it and came out with 5-10 years of experience in your profession, you have your pick of jobs around the world. But if you joined the workforce between the years 2008 to 2014, you're likely still wearing some scars.

Conversely, Gen Z did most of its "grown-up preparation" during a time of unprecedented growth-couched in the recovery that led to a current streak of 94 consecutive months of job creation. They've heard the horror stories from their older siblings, but the reality for them has been the opposite.

To manage them, leaders must keep this context in mind. The freedom these workers feel manifests in their work decisions. This is a shared trait with Millennials, who are famously generalized as " following their passion " in their work. Accepting that no work conditions are ideal, they're attracted to opportunities where they nonetheless have a chance to do what they want. Good managers must foster this instinct, and point it in constructive directions. Make rote tasks mean something; illustrate exactly what the big picture is, and how their role is helping it become realized. Remember, a sense of purpose is paramount.

Generation Z has also come of age in the shadow of Millennials who prize hyper-competence (or at least the appearance of it), which, in my experience so far, has manifested in a strong desire to learn. Specifically, I have noticed that recent grads are less likely to think they "know everything" and are instead keenly interested to know more. More than the preceding generation-or my generation, for that matter-they are seeking out opportunities to add or sharpen skills.

And you need to reward that instinct. Sure, it means they're likely going to take those skills on the open market, and if they don't leave they will likely cost more to retain. But would your rather that motivation wither away? Rather, make the investment in internal multimedia training (this is the first native YouTube generation) and the secondary investment of dedicated time in their schedule to actually do it.

Finally, don't believe the generational generalizing hype. Like almost all generations before them, the ascendance of Gen Z is coming replete with "Gen Z is too _____"-think pieces. This type of bloviating opinionating is almost always wrong.

Already, some "experts" are tagging Gen Z as a cohort of introverts who struggle to make personal social connections. This echoes all manner of assumptions made about "these darn kids" for decades-maybe longer.

Forget the trend pieces and assumptions. When managing your new influx of Gen Z employees, consider the context, and react to that.

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Gen Z Is Officially Here. How Will We Manage?

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We've all been there. You're chatting with a younger colleague about popular music, movies or sports, and you wistfully mention Michael Jordan scoring 55 in his comeback game against the New York Knicks, or the twist ending to The Usual Suspects, or seeing Dave Matthews Band tour their debut album.

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Online Marketing As We Know ,It Is Changing With The Rise Of Generation Z

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Online Marketing As We Know ,It Is Changing With The Rise Of Generation Z

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This articles goes into detail about how growing "brand names" on social media helps gain the people of Gen Z access to other large scale platforms. Digital marketing is a major part of this article, as well as optimizing content and making social media platforms easy for younger audiences to engage with. It also shows me how much more social media platforms are important to Gen Z than Millennials.

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It seems that on a regular basis, we hear about Millennials, their habits, likes and dislikes, and how businesses can best market to them. But believe it or not, it's time to start looking at the next generation. Generation Z , who were born approximately between 1995 and 2014, are the first truly digital generation. They have grown up with technology from day one, are very adept to communicating on social media, are tech-savvy, and have always had high-speed internet (how lucky).

Whether you refer to them as iGeneration, Net Gen, Digital Natives, or simply Gen Z, their presence as consumers and in the workforce is changing online marketing as we know it.

Marketers are spending millions across all of the major social media platforms to gain followers and increase brand awareness. And just a couple of short years ago, that was the way to go because it worked. However, with Generation Z coming up economically, the old strategies just aren't cutting it. Or if they are still working, it's costing a lot more to make the same impact.

With an extremely saturated online marketplace, the competition is stiff, making it tougher to stand out.

So how can you grow your audience, increase brand awareness and turn online users into leads without spending a fortune in this new age of Gen Z digital native buying power?

Make it easy for the younger audience to engage.

On average, Gen Z spends between six and nine hours per day consuming media. And they use an average of five screens - smartphone, TV, laptop, desktop, and tablet - switching among them for different purposes. As a comparison, millennials use three screens on average.

This could be why they lose interest very quickly, no matter how good your content is. If it takes more than a step or two, you'll lose the attention of most younger people. And that means that they won't opt in, they won't share your post and they may not come back to visit your website. So, the goal is to make it easy for them to engage.

"Add social sharing buttons to everything, and add a bunch of them. Facebook, Whatsapp, Telegram, Twitter, the list goes on. Give your Gen Z audience the option to share to any and all the platforms they may use, because that's what they are inclined to do. When it otherwise would take a lot of effort to share your content, these buttons only take two steps. Now everything from your blog posts to paid offers can be shared easily, which means they will be shared more often," says Vin Clancy, online entrepreneur and influencer who recently released a new eBook, Ace the Game. His book includes online marketing strategies that entrepreneurs at all levels can digest and easily implement.

"Only add one strong call-to-action. If you add a bunch of links or ask more than one thing of your visitors, you will lose them. Make it simple and let your visitors know exactly what you want them to do, whether that is comment, reply, purchase or opt-in," adds Clancy.

Gen Zs are in a hurry and typically don't spend much time reading an entire email or article. That's why it's important to keep headlines, titles for blog posts or webinars, and offers, clear and catchy. They need to be attention-grabbing and let readers know exactly what they will get for investing their time.

When social media strategies get popular, they also lose effectiveness.

While Facebook, YouTube and Instagram are among the social networks with the most users, they also have a lot more competition and aren't the only options out there.

The younger generation (and potential followers) are on other social media platforms and websites that aren't as well known. In fact, only 10% of Facebook users are under 24 years old. If you are trying to reach the Gen Z consumer, Facebook would not be your best option.

Pinterest users are not only slightly younger, but it's a great platform for marketing because one image can keep working for you time and time again.

You can also head over to Quora, a site where people ask questions about anything they want to know, and answer questions related to your industry. "Quora has proven to be a great way to not only gain followers but to also boost your credibility and brand," says Clancy.

The key is to analyze many different social networks to determine where your target customer spends their time and develop a strong marketing strategy for that platform.

Optimize your content the right way.

There is so much content pumped out on the internet these days, it's important to optimize that content so it gets widely read. In fact, you should spend 80% of your time promoting your content, and only 20% of your time actually creating it. There's no point in publishing content if no one ever comes across it. Make sure you are driving traffic to your site or blog through all available means.

"Most people are familiar with how to use Google, but few really understand how it works. You need to understand it and then optimize your content for it. In order to do that, you need to understand what your potential followers are looking for online," says Clancy.

Once you've analyzed what your target customers are searching for, use that search data to come up with long tail keywords, which are three or more highly targeted words, and optimize your site for those phrases. This will get you more web traffic, and as a result, more potential clients.

When marketing to this generation who are high on likes, are too young to actually remember 9/11, and who see no difference between friends they've met in real life or only know online, it's important to consider their unique upbringing and relationship with social media so you can deliver a marketing message that resonates.

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Online Marketing As We Know It Is Changing With The Rise Of Generation Z

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It seems that on a regular basis, we hear about Millennials, their habits, likes and dislikes, and how businesses can best market to them. But believe it or not, it's time to start looking at the next generation. Generation Z , who were born approximately between 1995 and 2014, are the first truly digital generation.

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Generation Z Versus Millennials: The 8 Differences You Need To Know

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Generation Z Versus Millennials: The 8 Differences You Need To Know

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This article goes into great detail about the divide between Gen Z and the Millennials. It talks about how different we are  from each other in workplaces, in public and private, in skills working with technology, and face-to-face communication. It even goes to show the statistics of the independent and collaborative work.

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Eight pivotal differences between Millennials and Generation Z that will impact organizational structure, workplace communications, employee training, and more.

The next generation hungry to enter the workplace is Generation Z. According to the U.S. Census Bureau, Generation Z (the post-Millennial generation) makes up 25 percent of the population. ( Read this to learn more about Generation Z.)

Sixty-two percent of Generation Z anticipate challenges working with Baby Boomers and Generation X; only 5 percent anticipate challenges working with Millennials.

Companies with a firm understanding of the expectations and preferences of the emerging generations will be well-equipped to attract the next generation of talent, maximize their potential, alleviate the inevitable cross-generational challenges, and capitalize on cognitive diversity through a generationally diverse workforce.

Generation Z Versus Millennials: The 8 Differences You Need to Know
1. Realistic Versus Optimistic
Seventy-seven percent of Generation Z expect to work harder than previous generations.

Millennials became optimistic, thanks to their encouraging Baby Boomer parents and growing up in a time of prosperity and opportunity. Generation Z will be realistic, thanks to their skeptical and straight-shooting Generation X parents and growing up in a recession. According to Pew Charitable Trusts, during the Great Recession, the median net worth of Generation Z's parents fell by nearly 45 percent.
2. Independent Versus Collaborative
Expand to continue reading ↓

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Generation Z Versus Millennials: The 8 Differences You Need to Know

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Eight pivotal differences between Millennials and Generation Z that will impact organizational structure, workplace communications, employee training, and more.