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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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Generation Z are a new era of humans. This generation likes to take less risks and learn in things that interest us. We are more independant in our studies and want to do things efficiently and with less hassle.

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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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Generation Z is a tricky one. We are so different but so alike that you can't name Generation Z. If you ask older people they will say we are "Thumbies" or people who are always connected. If you ask Gen Z's they will say we are the new scapegoats and problem solvers.

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Some people at a music festival who, our respondents suggested, belong to a generation you could call "memelords" or "dazers" or "the over anticipated cleanup crew." Credit... Kendrick Brinson for The New York Times

When we asked readers last week to suggest new names for the generation after millennials, we received thousands of replies, both from those we had called on (22 and under) and those we hadn't (everyone else).

Hundreds wrote in only to ask why we had bothered. They argued that this was an empty exercise.

Kiernan Majerus-Collins, the 22-year-old chairman of the Democratic Party in Lewiston, Me., wrote: "Don't call us anything. The whole notion of cohesive generations is nonsense."

It was the second-most popular comment on our Facebook post. He has a point. Malcolm Harris, the author I interviewed for the original reader callout, described those jostling to coin a lasting name as hacks and salesmen. (He's 29, a year older than I am.)

Mr. Harris, an editor for The New Inquiry, is more amenable in his book, " Kids These Days: Human Capital and the Making of Millennials," which makes a case that these labels help explain the political, economic and social trends that shape our lives.

"I do believe that it is useful, or can be useful, clearly," he said. "It can also be less than useless."

We'll get to some of the least useless suggestions below, but first here are some of the broad trends revealed by the approximately 3,000 responses submitted on Facebook, Twitter, our website and directly to my email.

There was plenty of support for widely publicized names already coined for the generation born, roughly, between 1995 and 2015: Generation Z, Homeland Generation, Post-Millennials and iGeneration.

A significant minority had grown comfortable with "Generation Z," including Raquel Glassner, 22, of Olympia, Wash.

"I've never heard iGeneration before, but that is really horrendous," she said. "Our whole generation shouldn't be branded by Apple. Gen Z is the final generation of the 1900s, and a generational title using the last letter in the alphabet seems fitting."

(It should be noted that iGeneration or iGen, a name coined by the social psychologist Jean Twenge, had plenty of fans. Dr. Twenge herself chimed in on Twitter: "You know my answer.")

The youngest respondent I tracked down was Mari Sobota, 8, a third-grader in Madison, Wis., who wrote in to say that her generation would be known for "girl power!"

Mari, 8, could identify an obvious generational difference between her and her 12-year-old sister Cassandra, and their mother, Carousel Bayrd. "We both like cotton candy, and my mom hates that," she said.

The oldest respondent to give her age was 91-year-old Annette Benedict, of the Bronx. "I figure you're not an ageist," she wrote, a gambit that all but ensured her inclusion. Her suggested name was The Thumbies, for the digit used to operate smartphones. "I think that suits them," she said, chuckling, when I called her.

A significant number rejected the age ranges we selected, especially 22-year-olds who consider themselves millennials, like Zach Witkin, of Providence, R.I., who said he could clearly recall Sept. 11, 2001, an unforgettable day for many older respondents. He was 6 then.

"Maybe we could make a firm cut-off just beyond 1995?" he suggested.

Others were glad to escape a generational label so tarnished by, yes, the media.

The most popular Facebook comment came from Alexandra Della Santina, 22, an engineer at Boeing in Philadelphia.

"I wouldn't mind being called Generation Scapegoat," she wrote. "It would be kind of the tongue-in-cheek dry humor that I see in this generation. And when baby boomers and Generation X or Y or whatever decide to start using us as punching bags instead of millennials, it's gonna be much harder to whine about us if they're forced to call us The Scapegoats."

Roshan Mueller, 11, was one of many to suggest the Meme Generation. "I think it goes with how our generation goes through life," he explained in a phone interview, with his mom listening in. "We go through life fast. And just like that, memes spread fast."

We also heard from multiple people suggesting Memelords, Memennials and Generation Snap. Also, the Hopeful Generation, the Anxious Generation, Generation Fix-It and The Cleaner-Uppers. Some simply wrote "Doomed." The Last Generation and the Final Generation were also popular.

Andrea Habiba, 15, of Houston, suggested the Sisu Generation. "Sisu is a Finnish word that roughly translate to determination in the face of adversity, and my generation will be facing many adversity such as fixing the economy, global warming, the threat of terrorism and so on," she wrote.

Benton Molina, 21, of Athens, Ohio, suggested we call the new youngs Spimes. The term, coined by the science fiction author Bruce Sterling, refers to an object hooked into the internet of things: aware of its environment, constantly documenting itself, its existence mirrored in the cloud.

"Post-millenials share these characteristics," Mr. Molina observed. "They are central units in small, personal clusters of technological nodes (made of both people and machines) who leave a data trail throughout their entire lives."

But we had a favorite. Four separate people suggested Deltas or the Delta Generation. Kelsy Hillesheim, a 22-year-old New Yorker, provided the most thoughtful explanation.

"Delta is used to denote change and uncertainty in mathematics and the sciences, and my generation was shaped by change and uncertainty," she explained, mentioning terror attacks, wars, the Great Recession and the 2016 election. "I do not have much memory of a sustained time of stability, and I'm on the older end of what you're looking for, though I imagine this is also the case for younger deltas."

"We take nothing for granted," she continued. "We were kids when our parents lost their jobs in the recession. We also are a generation of demographic shift - we are more diverse than any in American history. We generally see it as something to embrace, and welcome changes that could make for a more inclusive and just America."

Delta also implies members of this generation will be agents of change, not just people reacting to it, she said. "We are not passive products of circumstance, but active members of society with agency to affect the course of history, and will to build each other up to make things better," she added. "We know all too well that adults aren't doing so today."

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We Asked Generation Z to Pick a Name. It Wasn't Generation Z.

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When we asked readers last week to suggest new names for the generation after millennials, we received thousands of replies, both from those we had called on (22 and under) and those we hadn't (everyone else). Hundreds wrote in only to ask why we had bothered. They argued that this was an empty exercise.

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Gen Z is being lured in by the Juul. The Juul is an addictive and a "healthy" alternative to cigarettes. Instead of these companies targetting the adult's who want to get away from smoking, they are going for a younger audience who will be customers for life.

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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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Digital terrorism in 2018- Generation Z has arrived.

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Digital terrorism in 2018- Generation Z has arrived.

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Generation Z has brought new technology and new ways to verbally hate. Gen Z is responsible for hate crimes against Jewish and African Americans. Gen Z are not good news for the culture of the world.

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For 24 years, the Simon Wiesenthal Center has released an annual "Digital Terrorism and Hate" report providing stakeholders, law enforcement and the media a snapshot that illustrates how extremists leverage online platforms to promote their insidious agendas.

Over the course of this time, we've witnessed a frightening evolution in the sophistication of the tools they use and professionalism by which they go about their work. Today, we're on the verge of a tipping point.

The post-millennial Generation Z has grown up with a smartphone in its hands and is reaching adulthood with an unprecedented ability to organize, fundraise, and, if so inclined, to create hateful content and distribute it through fragmented, but interconnected media channels.

Here are the principal 2018 takeaways, all tying back to the common theme that we are dealing with more agile and increasingly capable adversaries:

Here is the good news: While far from perfect, most major social media providers, led by Facebook, are removing hate and terror postings.

Here is the bad news: With 3 billion people online, committed bigots and terrorists still have little trouble mounting sophisticated marketing campaigns and propaganda onslaughts against their enemies.

Online hate is increasingly targeting African Americans and Jews, mirroring real-world FBI hate crime statistics that confirm blacks and American Jews as the top victims of hate crimes in America.

Here are only a few examples:

--The caliphate's zip code may be shrinking in the Middle East but ISIS' online presence and impact continues to surge. Evocative imagery rallies the faithful and gullible - especially lone wolves - to target innocents in Europe and North America with stabbings, car rammings and other acts of violence. While some counter-measures have become more commonly deployed, social media remains terrorists' most potent and effective weapon.

--Extremists are deploying off-the-shelf encryption apps to effectively mask communications and evade authorities' efforts to track their whereabouts.

--The Alt Tech phenomenon is gaining traction. Extremists in the Alt-Right movement reject the rules laid out by social media companies and others to curb online hate. As a result, they increasingly use platforms where there are few if any rules and, when necessary, start their own online funding efforts. Taking their inspiration from far-right gains in Europe, the U.S.-based extremists are recasting neo-Nazism, xenophobia, Anti-Semitism and white supremacism with a new vocabulary (e.g. "It's OK to Be White," "Stop White Genocide"). An entire subculture of hate is taking shape online ranging from Pepe the Frog's icon to gaming apps to t-shirts-all using insiders' vocabulary.

--Online hate is increasingly targeting African Americans and Jews, mirroring real-world FBI hate crime statistics that confirm blacks and American Jews as the top victims of hate crimes in America. There has been an explosion of anti-black imagery and discussion groups validating base racism. The Jewish community finds itself targeted by multiple enemies. These include: imams at mosques on both sides of the Atlantic delivering theological and genocidal dictates; alt-right fanatics recycling classic anti-Semitic screeds that blame Jews for society's problems; extreme anti-Israel and anti-Semitic campaigns led by groups like BDS (Boycott, Divestment, Sanctions); as well as state-sanctioned anti-Semitism and Holocaust denial led by Iran.

--A culture of online conspiracy theories is flourishing on social media. These range from attacking the legitimacy of the narratives of victims of the Parkland shootings, blaming the 9/11 catastrophes on CIA or Mossad and resurrecting the 'Big Lies' of the long-debunked "Protocols of the Elders of Zion" in order to infect new generations of young people with history's oldest hate-anti-Semitism.

Here is the challenge ahead: America needs a consortium to tackle and degrade online hate. The players must include social media companies-both large and small - and our communities, including kids, their parents and teachers, and our elected officials.

This isn't a Pollyannaish suggestion but an urgent call to action. We must use every tool in our own powerful arsenal to reach digital-savvy teens and young adults with compelling messages of inclusion, compassion and love. The recent mass murder in South Florida is but one brutal reminder of the price we all pay for lessons unlearned in the social media age. The only way to fight a smart, organized, effective enemy is to be smarter, more effective and better organized.

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Digital terrorism in 2018 - Generation Z has arrived

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The post-millennial Generation Z has grown up with a smartphone in its hands and is reaching adulthood with an unprecedented ability to organize, fundraise, and, if so inclined, to create hateful content and distribute it through fragmented, but interconnected media channels.

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Generation Z is bringing a whole new way of working. The change from goal-oriented has switched to individual and creative work. Gen Z strives for getting recognized for their work and being noticed in the spotlight ,so employee of the week will probably return. Downside is that we will become less efficient as teams and be more individual which may hurt the world in the end.

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I've had so many calls from frantic HR managers and executives about millennials, that it's become routine. "Over-entitled, lazy, tech-obsessed, lacking dedication, impatient" these are some of the typical complaints I get about the largest generation in U.S. history, who also happen to be "the most educated generation." With the impact millennials are having on the rising costs of recruiting, hiring, onboarding, training, and attrition due to turnover, it's no wonder that businesses are starting to worry. Many of us have been warning of the shift in values that millennials bring to the workforce for over 10 years. If you're just starting to panic now, you're behind the times! What's more, millennials are about to become old-school. Yep, brace yourselves, because the next generation, Gen Z, is about to enter the workforce with a value system all their own. That means, you're going to have to adapt again -- and quickly. Let's explore the burgeoning data on Gen Z and get a heads up on how businesses can adjust to meet the needs of the newest members of our workforce, and thrive in a brand new business world.
Related: 5 Ways Millennials Are Like No Generation Before Them
Every generation has a unique impact on the workforce, both positive and negative. In order to get a handle on how the latest generation of workers will be different, Essentials LLC, in one of the largest studies of its kind, surveyed nearly 70,000 high school students. In the study, all students took an identical 200-item assessment that described key behaviors such as proactivity, endurance, self-control and follow-through. The study's Gen Z subjects were compared to Baby Boomers surveyed at the same age using a similar methodology. Findings show that there are some striking differences in proactivity and exhibition scores that will have an impact on your business culture.

Shift in proactivity.

Proactivity is associated with the drive for individual achievement, which predicts how much your workforce will focus on meeting goals and achieving promotions. For the past several generations, this score has been high, but according to the study, it's substantially lower for Gen Z, which means these individuals are less driven and not as goal-oriented. While it may seem odd, that the most educated generation in history would score low in the proactivity category, there are logical reasons for this. Our educational system has shifted from focus on individual achievement to emphasizing and rewarding teamwork and cooperation. In addition to this our internet culture makes instant sharing and connectivity the norm. In the study, the Gen Z students who do the best in school are those with a balance of achievement-oriented behaviors (measured by proactivity, order, self-control, follow-through) and socially-oriented behaviors (measured by networking, change and exhibition).

In order to address this shift,your company will need to recognize that for Gen Z workers, the balance between social and achievement-oriented traits is highly regarded. Adapting your culture to take this fact into consideration, and use it to your advantage, will go a long way toward your continued success. I'm already hearing from many companies that shared decision-making and group-oriented achievement have emerged as traits for millennials. Expect this trend to gain even more momentum as Gen Z hits the workforce. Plan for your strategies- from incentives to performance-reviews to promotions to decision-making methods to leadership training to accommodate this shift in values.
Related: How to Motivate Millennials, By Millennials
Shift in exhibition.

For Gen Z, the need for attention and to be seen, has grown substantially, compared to Baby Boomers surveyed at the same age. While this makes sense, given the selfie craze and the ability to always be virtually connected to friends and family, the impact on work culture will be significant. Imagine all of your employees needing the spotlight, constantly craving attention from their managers and peers. What's even more interesting about this behavioral scale is that according to the study, when the need for exhibition is high among students, it negatively affects their GPA, indicating that this group will place less emphasis on achievement.

What this means is that we'll likely have to return to the managerial methods of 20 years ago. The managers of today, since they're managing mostly high-performers, have been given significant individual contributor responsibilities on top of their management responsibilities. With the advent of Gen Z, who are demonstrably less achievement-oriented, we'll need real "managers" who spend most of their jobs actually managing employees.
Related: Why 'Gen Z' May Be More Entrepreneurial Than 'Gen Y'
The silver lining.

With the continual improvement in productivity over the past few decades, we have come to expect high output from nearly every employee, but is this necessarily a good thing? With individual achievement as the core competitive advantage within organizations, we do see negative fallout. Employees are stretched thin. Stress and stress-related illness is rampant. The shifting values from millennials and Gen Z, can actually be a balm to what is likely an unsustainable trajectory for our businesses. We will no longer be able to rely on individual achievement as the core factor for getting things done. Leaders will need to learn how to be more collaborative, share decision-making, give attention to their employees and coach them to become more productive. We will likely see a shift to a more supportive work environment, with full-time coaches within organizations and more managers who spend most of their time managing, rather than contributing individual work. Are you ready for Gen Z? How will you need to adapt?

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I've had so many calls from frantic HR managers and executives about millennials, that it's become routine. "Over-entitled, lazy, tech-obsessed, lacking dedication, impatient" these are some of the typical complaints I get about the largest generation in U.S. history, who also happen to be "the most educated generation."

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Why Generation Z is less Christian than ever -- and why that's good news

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Why Generation Z is less Christian than ever -- and why that's good news

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Christianity is at an all time low with Generation Z. The common misconception is that Christianity is for people who want to believe in something so they feel better but this is not the case and christians are about truth. Gen Z chrisitians do not want to believe because they feel isolated and feel like they are the only ones believing. Peer pressure has made these kids do things against their religion and steer away from God.

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Gen Z-the generation following the millennials-is the least Christian generation to date, according to a new Barna study - 34 percent of Gen Z's religious affiliation is either atheist, agnostic or none. In fact, teens 13-18 years old are twice as likely as adults to say they are atheist. And just three in five 13- to 18-year-olds say they are some kind of Christian (59 percent).
Creating Disney World-like Environments in our Churches is not Preparing Gen Z
As Christian parents, pastors, educators, and leaders, we want what's best for our kids. We want to see them grow up and follow Jesus for a lifetime. Yet, we all know young people who have become disillusioned or drifted away from the faith. It doesn't have to be this way: no student should "outgrow" their faith.

As my friend David Kinnaman, the president of the Barna Group, put it while we were working on this Gen Z study together, "Is it possible that many churches are preparing young Christians to face a world that no longer exists?" Based on my experience working with students, the answer to this question is yes.

Many Christian teens are simply unprepared for the world that is waiting for them. With the best of intentions, we bubble wrap our kids and create Disney World-like environments for them in our churches, and then wonder why they have no resilience in faith or life. Students are entertained but not prepared. They've had a lot of fun but are not ready to lead. When the pressure to conform is turned up, Christian teenagers tend to wilt if they do not have the confidence that only comes from knowing why they believe what they believe. As one teenager told me, "following Jesus today is hard because sometimes you feel like the only one."
Culture is Changing Fast and Teenagers are Confused
Gen Z has been discipled by their smart phones, taught sex ed by Google, and conditioned to assume that just because they believe something makes it true.

Contrary to what you may have heard, Christianity is not a fairytale for grown-ups invented to make ourselves feel better. Followers of Jesus have nothing to fear from tough questions, honest doubts, and challenging conversations. Gen Z needs to know that Christians care about truth.

Our culture is changing fast and teenagers are confused-morally and spiritually. At Impact 360 Institute, we've been studying Gen Z alongside the Barna Group for the past year and a half and the research and focus groups confirm this trend. For example, only 34 percent of Gen Z agree that lying is morally wrong; 24 percent say what is morally right and wrong changes over time based on society, and 58 percent of this least-Christian generation agree that "Many religions can lead to eternal life; there is no 'one true religion.'"
Let's Stop Pretending
So why is the fact that Gen Z is less Christian than ever good news again? Because we need to stop pretending and start living in reality.

We need to stop pretending that if we entertain teenagers then they will stick around after they graduate.

We need to stop pretending that if we protect them from everything they won't question, doubt, or walk away.

And we need to stop pretending that a few minutes of a moralistic, watered down Bible lesson on a Sunday morning will prepare them to stand firm in their faith.

In short, teenagers need a grown-up worldview, not coloring book Jesus.

We can do better.

By the time teenagers should be owning their faith, we've already lost their attention and the culture has captured their imagination.

Contrary to what you may have heard, Christian faith is not blind. Christianity is not a fairytale for grown-ups invented to make ourselves feel better. Followers of Jesus have nothing to fear from tough questions, honest doubts, and challenging conversations. Gen Z needs to know that Christians care about truth.
Attendance Is Not Enough
We need to reject the idea that if teenagers just attend church enough they will build a strong faith. The attendance model is not working-training is necessary.

As one of our students shared with me this past summer, "I know why I am a Christian now...I know it's true. I am able to defend my faith and live my life out for him [Jesus] in ways I wasn't before." Training makes all the difference.

Whether we are in the majority or being marginalized, our charge as followers of Jesus is to be faithful to pass on our faith to the next generation.

As our post-Christian culture increasingly marginalizes Christianity, it is critical for those of us who care about Gen Z not to take a business-as-usual approach to their formation. If we do nothing they will be shaped away from life with God. We have the opportunity to reimagine what passing on our faith to the next generation looks like in this unique cultural moment. But first, we must stop pretending.

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Why Generation Z is less Christian than ever -- and why that's good news

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Gen Z-the generation following the millennials-is the least Christian generation to date, according to a new Barna study - 34 percent of Gen Z's religious affiliation is either atheist, agnostic or none. In fact, teens 13-18 years old are twice as likely as adults to say they are atheist.

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Parkland and the political coming of Generation Z

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Parkland and the political coming of Generation Z

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Generation Z is the difference of the Millenials but similar to the Baby Boomers. Generation Z are seen as liberal and are proven to be more liberal. The Generation Z are becoming more politically active and are fighting for the rights that people use to be quiet on. Generation Z are making a louder appearance then previous generations.

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Does Generation Z, Americans born from the mid-1990s to the early 2000s, look at politics differently from previous generations, like Baby Boomers or even Millennials, such that they will change America and remake the world in its image? Right now it is too soon to tell but their reaction to the recent school shootings, in particular at the Marjory Stoneman Douglas High School in Parkland, Fla., might portend a coming of political age or consciousness moment that could change America over the next 20 years.

Political scientists often overlook generations as an important variable in politics shaping attitudes and behavior. More often the focus is on race, gender, and socioeconomic status. When age is considered the claim is often made that as people get older they become more conservative. Yet ignoring generation influences misses a critical factor in politics.

It was sociologist Karl Mannheim in 1928 who first talked about generations . Since then others have looked at generations as a social variable. Mannheim argued that a cohort of people born around the same time often develops a consciousness or awareness about themselves that define their political outlook for the rest of their life. A generational consciousness is triggered by some major event in adolescence that defines a set of political values that shape the views both initially in youth, and approximately 20 years later when that group matures and assumes leadership positions when they can act on their beliefs.

Some suggests that political views or values once defined as adolescents are permanent and rarely change even as we age. Yes, factors such as race, gender, and socioeconomic status may mediate or affect attitudes, but in general a generational consciousness has two stages: the initial formation and then eventually its re-emergence when a generation takes power.

The Baby Boomers, born between 1946 and 1964, were shaped by the JFK, RFK, and Martin Luther King, Jr. assassinations as well as the Vietnam War and the civil rights movement. That generation is split in terms of Democratic and Republican party support and is beginning to exit the political arena along with the Silent Generation (1924-1945), which forms a major base of the Republican party. The exit of these two generations creates an existential crisis for the two major parties, especially when one considers that the Millennials (1982-1994) hold views at odds with the two major parties on a range of issues. Contrary to the mantra of some, demographics are not destiny, generational attitudes are.

Yet while many have focused on the rise of Millennials as they begin to take leadership positions ( Millennials are now the largest voting bloc , and the oldest are now 36 and eligible to run for president of the United States), few have thought about Generation Z, those born between 1995 and 2010. The oldest Gen Zs are 23. How do they difference from Millennials?

Marketing and business books suggest major differences between Millennials and Gen Z. The latter are more tech savvy and grew up in a world of 9-11 and the Great Recession of 2008-9, but so far political scientists have not examined who Gen Z are and whether they politically differ from Millennials. The reason for this is simple: Right now the oldest Gen Z is 23 - they are only now coming of voting age. What do we know about them?

There is not a lot of data. Two studies examining their political attitudes are the General Social Science Survey (GSS) done by the National Opinion Research Center at the University of Chicago in 2016, and the American National Election Study (ANES) by the University of Michigan, also in 2016. These studies are perhaps dated, but they offer some important information about whom then Gen Z was and how they contrast with previous generations.

Generally, both the Millennials and Gen Z are far more liberal on a range of issues including immigration and economic equality compared to the Silents and Boomers. But there are subtle contrasts between Millennials and Gen Zs. Start with the issue of ideology.

When asked in ANES on seven-point scale to rate themselves extremely liberal/liberal versus extremely conservative/conservative, 19.6 percent versus 14 percent of Millennials rate themselves that way respectively compared to 15 percent versus 12.4 percent for Gen Z. In the GSS, employing the same seven point scale, 19.6 percent of Millennials say extremely liberal/liberal versus 13 percent extremely conservative/conservative, while with Gen Z respectively lists 21.9 percent versus 14.4 percent. Yet in the ANES study if simply asked if liberal versus conservative, 22.3 percent of Millennials say liberal and 27.1 percent say conservative, while it is 24.7 percent and 30 percent respectively for Gen Z. Depending on how the question is asked, one gets either Millennials or Gen Z coming out more liberal or conservative, but the differences in percentages are so slight as not to be statistically significant.

Turning to issues, in the GSS 60.3 percent of Millennials think it is the government's responsibility to promote equality while 64.9 percent of Gen Z say the same. In ANES, when asked what should immigration levels be, 22.1 percent of Millennials say it should be increased a lot or a little compared to 28.4 percent of Gen Z. Conversely, 35.2 percent of Millennials say immigration levels should be decreased a little or a lot compared to 28.9 percent of Gen Z. Gen Z comes out more liberal on two of the more salient issues in American politics.

Finally, look at guns, an issue supposedly of importance to Gen Z. When asked in the GSS whether they favor gun permits, 73 percent of Millennials say yes and 73.8 percent of Gen Z also say yes. When asked in the ANES how important the gun access issue is, 59.2 percent of Millennials say it is extremely or very important compared to 56.8 percent for Gen Z. Guns back in 2016 might have been a more important issue to Millennials than Gen Z because of their history with school shootings, and this was of course before the Parkland shooting.

On just these issues it is difficult to discern significant differences in political ideology between Millennials and Gen Z. But recall the 2016 GSS and ANES are two years old, back when the oldest Gen Z was 21. This is significant for two reasons. If Mannheim is correct, generational attitudes are formed in adolescence by a major triggering event. Back in 2016 many members of Gen Z may have still not yet formed or developed a set of political attitudes. But it is entirely possible that this is changing as they are getting older, and the shooting at Marjory Stoneman Douglas High School in Parkland, Florida, and the demonstrations coming afterwards may have been the triggering event for Gen Z.

If Parkland was in fact a focusing event for Gen Z the 2018 may give us some evidence for that. But more likely if Mannheim is correct, one needs to look at the longer term impact in the next 20 years to see if and how Parkland affected Gen Z and what it means not just for guns but other issues too.
David Schultz is a professor of political science at Hamline University. He teaches a class on generational politics and is editor of " Presidential Swing States

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Parkland and the political coming of Generation Z

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Does Generation Z, Americans born from the mid-1990s to the early 2000s, look at politics differently from previous generations, like Baby Boomers or even Millennials, such that they will change America and remake the world in its image?

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What the 'Trumpification' of the presidency means to Generation Z

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What the 'Trumpification' of the presidency means to Generation Z

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Generation Z will be affected deeply by Donald Trump and many of his hateful comments and actions will ruin the morals of regular humans. Generation Z is in the hands of Trump who's "Trumpification" may cause severe backlash in the end.

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generation z will look at the presidency in a new way (opinion)  - cnn

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What the 'Trumpification' of the presidency means to Generation Z

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Trump has lowered the legitimacy of expertise and deep knowledge that it takes to run the country and replaced it with Twitter attacks, writes Julian Zelizer.

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Generation Z is a generation of technology. We want to be independant and do things our way because we rely on ourselves rather than groups. We have gone through major struggles such as 9/11 and the great recession.

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With all of the focus on Gen Y, it can be easy to forget that there's another group coming quickly after: Generation Z, currently occupying our college campuses and soon to enter the workforce. So what do we know about them so far? And, how do we best support them through intentional mentoring relationships? The following post was written by Lauren Beam, M.S., N.C.C., Associate Director of Mentoring and Alumni Personal & Career Development at Wake Forest University.

A new crop of students are beginning to enter our college and university campuses, and soon will join the professional workforce as well. Generation Z, individuals born between 1996 and 2012 (ranging in age from 5-21 years old) make up a quarter of our country's population and will soon eclipse both Generation Y and Baby Boomers as the largest generation. Who exactly are these current college students and future young professionals? According to a report produced by New York advertising agency Sparks & Honey called Meet Generation Z: Forget Everything You Learned About Millennials, we are seeing some initial emerging characteristics of this generation, including:

They have very short attention spans (average: 8 seconds!).

They are speed communicators, preferring emojis, images, live streaming, and other forms of digital interactions. Members of Gen Z prefer to multitask across multiple screens, apps, and other platforms all at once.

They are entrepreneurial. They want to work for themselves, solve real problems, and figure out how to make things easier.

They are the most diverse, multicultural generation we have ever had. Also, they think globally and are not restricted by location.

They are practical, particularly when deciding on college major(s) and career paths. While pragmatism may not seem to go hand-in-hand with being entrepreneurial, students in this generation grew up in a post-9/11 world and saw the housing and stock markets collapse. They care less about "following their passions" (see: Generation Y) and more about choosing a secure path.

They are private and care about their personal and professional brands online. Many Gen Z-ers have learned from the online mistakes of their predecessors and prefer online platforms such as Snapchat and Whisper which involve disappearing content.

Given what we already know about this emerging generation, how can those of us serving as mentors, teachers, and employers build more effective relationships with them? Here are a few suggestions to consider:

Use online communications and interactions. Members of Generation Z are spending large amounts of time in the digital space in short increments. While in-person conversations are important, you should also meet them where they are and be okay with having mentoring moments via email, live chats, Face Time, or other modes of online interaction. Get to know their preferred methods of communication while also encouraging them to balance screen time with intentional, in-person conversations.

Help them focus through goal-setting and asking pointed questions. With limited attention spans and an incredible ability to multi-task, Gen Z-ers may struggle with focusing on specific goals or processing certain experiences. Mentors have the opportunity to teach these students how to set goals and think about what they hope to accomplish. Through intentional conversations, ask good questions that facilitate deep thinking and reflection about lessons learned through their experiences. These entrepreneurially-minded, problem-solving students will appreciate having someone ask them tough questions that encourage them to step back, examine their actions and experiences more deliberately, and consider how they might approach situations differently for greater impact.

Understand what motivates them. As with every generation before them, Generation Z is motivated by the life circumstances and events they have observed throughout their childhood and teen years. Unemployment, global terrorism, instability in the housing and stock markets, a highly digital and technologically connected world; these are just a few of the realities that these students have witnessed in their short lifetimes. Relationship-building with members of Gen Z involves asking about their values and motivations for the choices they are making. Some examples of questions you might ask include: Why pursue a career in XYZ field if you do not really enjoy it? What does building your online brand look like for you? How does financial security impact your post-college plans?

Be a global connector. Generation Z views their personal and professional networks much more broadly and globally than any generation before them. They value diversity, connecting with individuals in other parts of the world, capitalizing on digital technology to meet anyone, anytime, anywhere. The role of a mentor involves being a connector to other people, resources, and experiences. In mentoring relationships with Gen Z students, think more widely about who, what, and how when making those connections and helping them to build their networks on a global scale.

Want more information on building relationships with Gen Z? Check out these resources and recommended reads:

Move Over, Millennials, Here Comes Generation Z, New York Times, Alex Williams, September 18, 2015

Meet Generation Z: Forget Everything You Learned About Millennials, report by Sparks & Honey agency

The Everything Guide to Generation Z, e-book by Vision Critical, October 2016

Gen HQ, The Center for Generational Kinetics

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With all of the focus on Gen Y, it can be easy to forget that there's another group coming quickly after: Generation Z, currently occupying our college campuses and soon to enter the workforce. So what do we know about them so far? And, how do we best support them through intentional mentoring relationships?

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5 Things Every Company Should Know About Gen Z

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5 Things Every Company Should Know About Gen Z

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Generation Z is all about getting to the point and not failing at achieving a goal. Generation Z is focused on doing things quickly and efficiently for the best results. Gen Z is proven to be more financially safe and are savers rather than buyers. Gen Z understands the Great Recession and living through that has improved the financial mindset.

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Over the past ten years, it's been all about Millennials. Companies and retailers wanted to know everything they could about Millennial behaviors and the products they like, in the hopes of turning them into new customers.

But now it's 2016, and times are changing. There is a new, younger generation, aged between 12 and 20, catching the attention of businesses. At nearly 70 million people, 90% of which have a digital footprint, Generation Z is quickly becoming a valuable group of consumers.

You might think it would be easy to assume that they are just an exaggerated version of the generation that came before them, spending even more of their lives on social media, doing even more of their shopping online, and demonstrating an ever greater collaborative nature. But Generation Z grew up in a drastically different world than millennials, which has given them a very particular outlook on the world.

How can brands relate to the first generation of kids who learned to swipe before they could walk? Here are 5 Things every company is getting wrong about Generation Z, and what you can do to get this generation's attention.

1) Gen Z prioritizes efficiency first

According to a recent survey by Ernst & Young, each generation has different reasons for shopping online.

63% of Gen Z that was polled said that they shopped online because it "saves them time," however only 55% of millennials said the same. 53% of Gen Z in the poll said that "the online selection is better." Only 44% of millennials said the same.

50% of Gen Z'ers agreed with the statement that "the prices are lower online," whereas only 41% of Millennials said the same. 34% of Gen Z said that the "products online are organized in a way that's easier to shop." Only 21% of millennials said the same, you get the point: Generation Z is most likely to shop online as they find it to be more efficient.

2) Gen Z hates when things don't work

According to Gen Z marketing strategist Deep Patel, when things don't work the way they're expected to, Gen Z feels disrespected. "Generation Z has been treated with respect or equality much more so than other generations because so much of their activity happens online," explains Marcie Merriman, executive director of growth strategy and retail innovation at Ernst & Young. "Online, nobody knows if they're a kid or not."

"Within these other areas of their life, they're treated as almost mini adults. They're treated as people with knowledge and respected." As a result, shopping at a clothing store can be a turnoff.

3) They're careful buyers

A YouthLogix infographic revealed Generation Z doesn't just differ in terms of how they look at brands--they're also shopping differently altogether. Generation Z grew up hearing about how so many millennials ended up living at home after college, sitting on a tens, or even hundreds of thousands of dollars in student loan debt. Gen Z also grew up during the 2008 recession, so they tend to be particularly financially cautious.

A polling by Goldman Sachs of 400 Gen Z'ers aged 12 to 20 found that they are starting to save their money far earlier than than Millennials and generations before them, 60% of them already have savings accounts and 71% say they are focused on saving for their futures. Gen Z has three top 3 priorities: finding a stable job, finishing college, and saving their money for the years to come. This generation rates these goals above traveling, working out, and even spending time with friends or family.

The study showed that there are many similarities between Gen Z and the generation that was born in the years following the Great Depression in 1929. When you think about the 'greatest generation' having gone through the Depression and how they taught their children to save, that's what this generation of parents have been teaching Gen Z after the 2008 recession.

4) Facebook is their biggest social network

If I asked you to name the platform that occupies the most of Gen Z's time, you would probably guess Snapchat, and you almost certainly wouldn't guess Facebook, which has a reputation for attracting older adults more than millennials and Gen Z, but while Snapchat is the most-used platform for 51% of Gen Z; all the talk about teens and tweens shunning Facebook is largely misconception.

"Facebook is constantly innovating and bringing users all kinds of new reasons to use it."
According to Fluent, a marketing agency, 67% of older Gen Z'ers regularly use Facebook, while 50% name the Facebook-owned Instagram--only one percentage point behind Snapchat. Facebook was also named by 26% of respondents as the social network they use "constantly," compared with 23% for Snapchat. Nearly half of respondents said they log onto Facebook multiple times a day.

"The teens we surveyed directly actually classify Facebook as the most important social channel because it's such a comprehensive directory of people and brands,". "For them, it's like the modern-day phonebook. There's a ton of information they don't pay attention to--until they need it."

5) You need to get to the point

It's been said that Gen Z has reduced attention spans and less patience due to the use of apps like Vine and Snapchat. But that doesn't mean they can't, or won't, pay attention to worthwhile content. This is the same generation known for watching hours of live video-game streams and 20-minute YouTube beauty tutorials through to the end. It's getting Gen Z's attention that's the tricky part. This generation expects fast and efficient content, if they think for even a second that you're wasting their time, they'll swipe away.

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5 Things Every Company Should Know About Gen Z

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Over the past ten years, it's been all about Millennials. Companies and retailers wanted to know everything they could about Millennial behaviors and the products they like, in the hopes of turning them into new customers. But now it's 2016, and times are changing.

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

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Generation Z takes on alot of what the Millenials do and have taken the technology that they had accepted and turned it into a life style. Generation Z is the most connected to the world and stay on the active problems. This explains the reason why we are so rebelious and we stick for what we think is right. We are more individuals then group thinkers. We are less American and more for everyone in the world.

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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:

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

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

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Generation Z is less drug addicted and are less "in" to drugs and alchohol. Generation Z has grown up to be mini-adults. who are still children, but are more mindful of their actions and how they should act socially. Gender norms are now taken into consideration and many people are more likely to be accepting. Generation Z is mindful of what they say and do because they are connected to all these different ideas that are seen as social reforms. Social-Justice and Gender acceptance are 2 major things generation Z fights to protect.

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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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Millennials love their brands, Gen Zs are terrified of college debt, and 6 other ways Gen Zs and millennials are totally different

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Millennials love their brands, Gen Zs are terrified of college debt, and 6 other ways Gen Zs and millennials are totally different

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Generation Z and Millenials are actually very different. Looking at the background, Millenials had grown up in a healthy economic situation and Gen Z has grown up to live in a difficult economic situation. This makes sense because Millenials were not ready for the Recession and were not prepared to take on this challenge that had appeared before. Generation Z knows to be smart with their money and stay away from Loans and other debts that could cause you to be a slave to the economic system. Millenials are more into doing things as a unit and are not very politically involved while Gen Z is more independant and Social-Justice orientated so they are politically involved..

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100 Gen Zs shared with Business Insider what they think makes them different from millennials, and a few trends were clear.

Gen Zs believe themselves to be social justice-minded and more dependent on technology than millennials.

Marketers have noticed that this generational cohort isn't as brand-conscious as their peers, and they're much more frugal.

My first memory ever is using dial-up internet (I think I was interested in the weird sounds), my parents are Baby Boomers, and I lived at least half of my life without the conveniences of mobile internet.

In other words, I'm a millennial.

Millennials have been framed as selfish, " psychologically scarred," in constant need of validation, and killing several industries, from casual dining to (perhaps worst of all) bar soap.

But now it's time for a new generation to take the spotlight - and the heat: Generation Z, or all Americans born after 1997, are the newest generation.

As I've reported on this emerging generation and talked to Gen Zs nationwide, I've been struck by the differences this cohort has in comparison to myself and my fellow millennials.

And marketers and teens alike have been happy to highlight the differences. Here's what they say sets these two generations apart:

More: Features gen z Generation Z Millennials

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Millennials love their brands, Gen Zs are terrified of college debt, and 6 other ways Gen Zs and millennials are totally different

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100 Gen Zs shared with Business Insider what they think makes them different from millennials, and a few trends were clear. Gen Zs believe themselves to be social justice-minded and more dependent on technology than millennials. Marketers have noticed that this generational cohort isn't as brand-conscious as their peers, and they're much more frugal.