{"id":2297,"date":"2022-01-24T01:02:19","date_gmt":"2022-01-24T06:02:19","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/24\/the-marketers-dilemma-redefining-gen-z\/"},"modified":"2022-01-24T01:02:19","modified_gmt":"2022-01-24T06:02:19","slug":"the-marketers-dilemma-redefining-gen-z","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-marketers-dilemma-redefining-gen-z\/2297\/","title":{"rendered":"The Marketer\u2019s Dilemma: Redefining Gen Z"},"content":{"rendered":"\n

By Courtney Miller, <\/em>Executive Vice President US Brand Strategy, Edelman<\/em><\/p>\n\n\n\n\n\n

Gen Z is one of the largest generations of our time. With a global population of nearly 2 billion, they are viewed as a monolith. A singular, influential force, often painted in a very small box.<\/p>\n\n\n\n\n\n\n\n

In a recent episode of Dexter New Blood (my current binge of choice), one of the wealthy \u201colder\u201d characters referred to this generation as \u201cseeing the world only in binary terms, black and white, good vs. evil.\u201d Such mainstream perpetuations have cast this generation in the eyes of marketers as one that is ruthless in their intent to cancel, and keen on activism.<\/p>\n\n\n\n\n\n\n\n

Perhaps this is why we see so many brands teetering on the edge of leaning into fully understanding Gen Z and also holding them at arm\u2019s length. Herein lies the presumed problem: Gen Z could fuel growth but they could also limit it. The actual problem, however, is not with Gen Z, it\u2019s with the hard and fast definitions we use to label them.<\/p>\n\n\n\n\n\n\n\n

In Edelman\u2019s Special Report \u2014\u00a0The Power of Gen Z: Trust and the Future Consumer<\/a>, we were enlightened (and stunned) to see an entirely new portrait of this generation, particularly where it concerned how they describe and characterize themselves.<\/p>\n\n\n\n\n\n\n\n

In this global study of 9,600 Gen Z\u2019s (14-24 years old), supplemented by rich in-person discussions, we learned that this is a generation that\u2019s powerfully sensible, globally unified around taking care of one another and interestingly they have a language onto their own.\u00a0 The way they communicate is quirky, intentionally lighthearted to combat the heaviness of everyday life \u2014 authentic and silly simple (after all why make simple things complicated?).<\/p>\n\n\n\n\n\n\n\n

\u2018Activism\u2019 is a prime example \u2014 it’s a generalization that gets attached to Gen Z. And frankly, it\u2019s a loaded word. It spans a wide spectrum, historically with aggressive connotations. Even Merriam-Webster defines it as \u201cemphasizing a direct vigorous action, especially in support of or opposition to one side of a controversial issue<\/em>.\u201d<\/p>\n\n\n\n\n\n\n\n

In our report and in sharp contrast to tradition, we find that Gen Z rejects this definition and defines their brand of activism under \u2018unity\u2019. Unity is their superpower. It\u2019s not always radical and rarely \u2018vigorous\u2019 but rather about coming together to create change for a common good. 70% of all global Gen Z\u2019s are involved in a cause. And causes are what unite them.\u00a0 It\u2019s their way of telling the world to \u201cdo better!\u201d<\/p>\n\n\n\n\n\n\n\n

Instead of the good vs. evil generation, we see a generation that fully recognizes the power of their voice but the limitations of their resources. And when it comes to marketers, Gen Z wants you to lean into them with a full embrace.<\/p>\n\n\n\n\n\n\n\n

Brands can serve as their Sherpa on the journey to fulfilling on the causes that matter to them \u2014 Climate Change (#1); Poverty (#2); COVID-19 (#3) and Gender Equality (#4).\u00a0 A full 9 in 10 Gen Z\u2019s want the brands they buy to get involved in causes that better the world. What an exciting brief for brands!<\/p>\n\n\n\n\n\n\n\n

As a strategist, I would answer the call for that assignment any day of the week. Even so, accepting the brief is one thing, activating against it is another. There are still stipulations to getting this right, especially with Gen Z. Here\u2019s what this looks like in their terms:<\/p>\n\n\n\n\n