engagementlabs2According to AdWeek, “Generation Z is widely recognizedas the next consumer powerhouse,” in large part becausethey are expected to account for 40 percent of allconsumers by 2020, and because they are assumed to bedifferent from the Millennial generation that proceeds them.Generation Z is the generation following the “Millennials,”born in the 21st century, and still teenagers today. Generation Z has become the topic of many sweepinggeneralizations—often based on anecdotal evidence. In thisreport, we reveal the frst comprehensive analysis basedon listening to the actual conversationsof Generation Z.MARKETERS HAVE AN INHERENT FASCINATION WITH THE NEXT BIG THING,AND THE NEXT BIG THING IS GENERATIONengagementlabs3 SO, WHAT DO CONVERSATIONS TELLUS ABOUT GENERATION Z It has become a clich to call these young Americansa “social” generation. According to Pew, 95 percent of themhave a smart phone, and 45 percent claim to be“constantly” online, mainly on Snapchat, YouTube, Instagram, and othersocial media platforms. Fully 85 percent use YouTube,72 percent Instagram, and 69 percent Snapchat*. But Generation Z is not just a social media generation—theyare supremely social offine as well. Indeed, conversationdata suggest a group that highly values face-to-face socialinteractions in restaurants and neighborhood stores, whileshunning chatter about the automobile that until recentlyplayed a central role in the“rugged individualism”of our20th Century, post-war culture. Children of the 21st Century, Gen Z shows all the signs of more fully embracingthe idea that they are part of a community. They are notsimply individuals on a path to self-actualization. They seek social-actualization. For all the impressive statistics about social media useamong Generation Z, consider this: Each day, today’s youthunder the age of 21 have 13.4 conversations about products and services on average, one third more than the9.9 conversations among people 21 and older. They alsotalk more about issues such as education, the environment,and the President’s job performance—an average of 4.1issues talked about per day, versus 3.2 issues among people21 and older. They are arguably more engaged in the nation’s political, cultural, and consumer life than their parents and grandparents. THE HIGH VOLUME OF CONVERSATION REVEALSTWO THINGS ABOUT GENERATION Z:Their wide-ranging interests, and their desire to sharethose passions with somebody else, both online andoffine. Gen Z is the TotalSocial generation.Conversations are powerful. They drive about 20 percentof consumer purchases, and half that impact comes fromwhat gets talked about on social media and half from offineconversation. For that reason, our analysis includes not onlysocial media, but also what Generation Z is talking aboutface-to-face, in the real world.Conversations can also predict elections. In her book,What Happened , Hillary Clinton pointed to conversationdata from Engagement Labs as providing critical evidencefor her thesis that the James Comey letter of October 2016was the single biggest factor in the outcome of the election. THE NEXT SOCIAL POWERHOUSE PRODUCTCONVERSATIONS ISSUES DISCUSSED HOW MANY DAILY CONVERSATIONS Gen ZAdults 21+ 0 3 6 9 12 1585 %72 %69 %Source: Engagement Labs TotalSocial Source: Pew Research Center GEN Z USAGE OF SOCIAL PLATFORMS *pewinternet/2018/05/31/teens-social-media-technology-2018 engagementlabs4 Teens talk almost twice as much as their elders about schools,women’s issues, and the environment, suggesting a more politicallyprogressive value system compared to older Americans. It has often been suggested that youngpeople are self-absorbed and unengagedin the world. Yet as mentioned above, theyare about 30 percent more talkative abouta wide variety of issues compared to adults. Which issues in particular Among more than 20 issues we trackregularly in our TotalSocial platform,the most popular daily topic of teens is“schools or education,”which makes sensegiven that most of them spend their daysin a school. Some 58 percent of teenag- ers talk about schools every day, versus18 percent of people aged 21+. But theyalso talk more about nutrition and healthyeating, shopping, the President, foreignaffairs, women’s issues, the environment,and education. In fact, the only issue theytalk about less often about than adults ishealthcare—undoubtedly due to the factthat at their age, they are not particularlyworried about getting ill or injured, andnot likely to be fnancially responsible if they do. GEN Z: ENGAGED IN ISSUES RELATEDTO SCHOOLS, THE ENVIRONMENT,IMMIGRATION, AND WOMEN ISSUES DISCUSSED DAILY Gen ZAdults 21+ Source: Engagement Labs TotalSocial % of people talking SCHOOLS/ EDUCATION SHOPPING HEALTHY EATING/ NUTRITION THE PRESIDENT EVENTS IN OTHERCOUNTRIES WOMEN’S ISSUES ENVIRONMENT IMMIGRATION ECONOMY HEALTHCARE 。。。。。。