Gen Z Will Change the World (Vol.3) eBook
Marketing eBook series that reveals how Gen Z are changing the world and why brands need to respond
Marketing eBook series that reveals how Gen Z are changing the world and why brands need to respond
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STATE OF THE YOUTH NATION<br />
<strong>Gen</strong> Z <strong>Will</strong><br />
<strong>Change</strong> <strong>the</strong> <strong>World</strong><br />
<strong>eBook</strong> Series <strong>Vol.3</strong> / 3<br />
Originally produced by YouthSight*<br />
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m a k e b e t t e r d e c i s i o n s
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
Who are <strong>Gen</strong> Z<br />
in 2021?<br />
We describe <strong>Gen</strong> Z as <strong>the</strong> generation<br />
of young people born from 1995<br />
onwards.<br />
As of today (2021) <strong>the</strong> oldest are<br />
currently 26 years old.<br />
*This <strong>eBook</strong> was originally produced<br />
by <strong>the</strong> YouthSight team - who are<br />
now part of Savanta<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
No o<strong>the</strong>r research agency<br />
knows more about <strong>Gen</strong> Z<br />
Our bespoke research is informed by<br />
exclusive tracking data from <strong>the</strong> UK's<br />
leading <strong>Gen</strong> Z insight tracker, State of<br />
<strong>the</strong> Youth Nation.<br />
This <strong>eBook</strong> provides <strong>the</strong> stories and<br />
patterns that have emerged from our<br />
tracking data to reveal how <strong>Gen</strong> Z love<br />
to spend <strong>the</strong>ir free time. Read on to<br />
learn how <strong>Gen</strong> Z are effecting change<br />
and how you can use this insight to<br />
shape your marketing strategy.<br />
Savanta was born when eight best-in-class agencies, all specialists<br />
in <strong>the</strong>ir fields, joined forces to offer big agency benefits, while<br />
retaining a refreshingly boutique mindset.<br />
Since conception, we’ve expanded our sector expertise by adding<br />
more agencies to our family.<br />
The result? A full range of integrated intelligence services at global<br />
scale, married to deep sector, issue and methodological expertise,<br />
delivered with an entrepreneurial spirit and client-first mindset.<br />
All to help our clients. Make Better Decisions.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
What's covered in<br />
this <strong>eBook</strong>...<br />
<strong>Gen</strong> Z will change:<br />
The way we value data<br />
The way we trust<br />
How we think about our minds &<br />
bodies<br />
How we bring purpose to our<br />
lives<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
<strong>Gen</strong> Z will change <strong>the</strong><br />
way we value data<br />
They say that data is <strong>the</strong> ‘new natural<br />
resource’ and with everyone sharing,<br />
tracking and analysing <strong>the</strong>ir personal<br />
data, <strong>the</strong> current trend to personalise<br />
products and experiences is about to<br />
go into overdrive.<br />
Personal data is a big business as it<br />
allows brands to personalise <strong>the</strong>ir<br />
consumers' experience to sell more<br />
products and services.<br />
66 %<br />
DID YOU KNOW...<br />
6 6 % o f G e n Z u s e<br />
t e c h n o l o g y t o<br />
m o n i t o r t h e i r l i f e<br />
( e . g . f i t b i t )<br />
Source: State of <strong>the</strong> Youth Nation, April<br />
2019, n=1036<br />
Research has found that by offering a<br />
personalised experience online, 49% of<br />
consumers spontaneously bought<br />
something.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
Personal data will<br />
become <strong>the</strong> new<br />
global currency<br />
The future isn’t about using data to<br />
sell more products and services, <strong>the</strong><br />
future is about using personal data as<br />
a way to buy products and services.<br />
These companies have already<br />
created Personal Data Exchanges to<br />
help people monetise <strong>the</strong>ir personal<br />
data.<br />
In <strong>the</strong> future, people may swap <strong>the</strong>ir<br />
date of birth for an ad free version of<br />
an app and as we already know how<br />
valuable personal data is, it's just a<br />
matter of when transacting with<br />
personal data will go mainstream.<br />
How will you use personal data in<br />
your organisation?<br />
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G E N Z UW NI L L I KC EHL Y A NC GO E UTP HL IE N GW O R L D V O L . 3<br />
<strong>Gen</strong> Z will change<br />
<strong>the</strong> way we trust<br />
People talk about<br />
trust being at an all<br />
time low and you just<br />
have to look at official<br />
sources like <strong>the</strong><br />
Edelmen Trust Index<br />
to see that that 6 in 10<br />
Britons believe that<br />
<strong>the</strong> government<br />
doesn't listen to<br />
people like <strong>the</strong>m.<br />
And if you look at <strong>Gen</strong><br />
Z, <strong>the</strong> picture gets<br />
worse.<br />
We now live in a fact<br />
checking age with<br />
sites like Snopes.com<br />
helping <strong>the</strong> public<br />
check whe<strong>the</strong>r <strong>the</strong><br />
content <strong>the</strong>y see,<br />
read and hear is true.<br />
DID YOU KNOW...<br />
6 7 % o f G e n Z s a y t h e i r t r u s t<br />
i n t h e g o v e r n m e n t i s a t a n a l l<br />
t i m e l o w<br />
Source: State of <strong>the</strong> Youth Nation, June 2019, n=1034<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
But it's not that<br />
simple...<br />
In <strong>the</strong> future, transparency<br />
will be even more key<br />
Fake news (i.e. someone making a<br />
claim that something is false) is one<br />
thing. A game of he said, she said.<br />
What's more worrying is that we have<br />
Deep Fakes – where words and actions<br />
can be manipulated – so you can’t<br />
believe what’s in front of your eyes.<br />
<strong>Will</strong> <strong>Gen</strong> Z's starting point be<br />
distrust?<br />
And if <strong>the</strong> starting point is<br />
distrust, what does that mean for<br />
our faith in brands?<br />
How will you prove <strong>the</strong> validity of<br />
what you are communicating?<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 2<br />
G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
<strong>Gen</strong> Z will change <strong>the</strong> ways we think<br />
about our minds and bodies<br />
<strong>Gen</strong> Z carry with <strong>the</strong>m a sense of being<br />
vulnerable. There’s been lots of<br />
discussion in <strong>the</strong> media about an<br />
epidemic of mental health issues<br />
affecting <strong>the</strong> young.<br />
<strong>Gen</strong> Z have pivoted from <strong>the</strong> 'body<br />
beautiful' to 'strong not skinny' –<br />
refocusing heir attention to wellness<br />
and self-care.<br />
They are taking a more holistic view of<br />
<strong>the</strong>ir health, appreciating <strong>the</strong><br />
interconnectedness of <strong>the</strong> body and<br />
mind.<br />
DID YOU KNOW...<br />
1 in 4<br />
o f G e n Z p r a c t i s e<br />
m i n d f u l n e s s /<br />
m e d i t a t e w e e k l y<br />
Source: State of <strong>the</strong> Youth Nation<br />
February 2019, n=1034<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
<strong>Gen</strong> Z are not afraid of turning to<br />
technology to optimise <strong>the</strong>ir health<br />
Project Underskin is a concept from<br />
<strong>the</strong> creators of FitBit which involves<br />
<strong>the</strong> implantation of a digital tattoo<br />
that acts like an Apple Watch. It lights<br />
up in different patterns to display realtime<br />
biometric data and acts as an<br />
identity key for your digital life.<br />
However, <strong>the</strong>re will always be new<br />
cosmetic procedures and new medical<br />
advances. For example, genetic<br />
modification has only just begun...<br />
<strong>Will</strong> <strong>Gen</strong> Z ever be satisfied that <strong>the</strong>y<br />
have reached optimum health or will<br />
<strong>the</strong>y keep striving for more?<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
<strong>Gen</strong> Z will change how we<br />
bring purpose to our lives<br />
A large part of how we bring purpose<br />
to our lives comes from our education<br />
and employment.<br />
More young people than ever, as a<br />
proportion of <strong>the</strong> population, are<br />
getting a university education. In <strong>the</strong><br />
UK alone, it has increased from around<br />
18% in 1970 to nearly 50% now.<br />
Employability is consistently cited as<br />
<strong>the</strong> second most important reason for<br />
going to university and proving<br />
employability is now key to every<br />
universities' marketing strategy.<br />
DID YOU KNOW...<br />
E m p l o y a b i l i t y i s<br />
t h e s e c o n d m o s t<br />
i m p o r t a n t r e a s o n f o r<br />
g o i n g t o u n i v e r s i t y<br />
Source: Undergraduate Success Tracker<br />
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But what will <strong>the</strong> role of education be<br />
when AI will be able to do everything any<br />
person has ever done?<br />
A survey of experts at an AI conference<br />
predicted that AI will be able to<br />
perform any intellectual task a human<br />
can by 2050.<br />
This will redefine <strong>the</strong> jobs landscape,<br />
potentially eradicating many traditional<br />
entry level jobs for young people and<br />
hitting many established careers and<br />
professions like accounting, medicine<br />
and law.<br />
<strong>Gen</strong> Z will be a self-taught generation -<br />
adapting to gain skills like imagination,<br />
passion and resilience that by and large<br />
aren't taught in school, colleges or<br />
universities and will equip <strong>the</strong>m for <strong>the</strong><br />
future.<br />
How will you prepare for a generation<br />
with new skills to bring to <strong>the</strong> workplace?<br />
The only way out? Adaption.<br />
The current education system will no<br />
longer be fit for purpose if<br />
employability isn’t our end goal.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
Want to<br />
learn more?<br />
Book a demo<br />
A State of <strong>the</strong> Youth Nation subscription helps leading<br />
brands make better youth market decisions.<br />
Our tracking product will equip you with <strong>the</strong> tools to<br />
better engage with young people, and put <strong>the</strong> drivers that<br />
shape <strong>the</strong>ir worlds at <strong>the</strong> heart of your team's youth<br />
market decisions.<br />
Annual subscription gives you instant access to:<br />
Latest <strong>Gen</strong> Z insights - Be better prepared with <strong>the</strong><br />
most up-to-date tracking data (nat rep)<br />
Regular webinars - Who is <strong>Gen</strong> Z? How to get cut<br />
through? What drives loyalty? Best practice 101<br />
<strong>Gen</strong> Z and your business - We will deliver an actionorientated<br />
insight deck to inspire change.<br />
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G E N Z W I L L C H A N G E T H E W O R L D V O L . 3<br />
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