This immediate availability of information, and ease with which they can access it, has completely shaped the way Gen Z engages with brands, makes purchase decisions and connects with their peer networks. Unlike the Millennial mentality of broadcasting anything and everything to these platforms, Gen Z is shifting to a mentality of sharing only specific stories to specific people on specific social channels. This is evident when we look at the platforms that teens are most likely to use. Rather than the “over-sharing” platform of Facebook, they use Snapchat and Instagram because they are considered more selective. To get more insight into how brands can approach this challenge, I interviewed four experts regarding Gen Z and social media: Joe Cox, Engagement Director at Barkley Ad Agency; Mia Dand, CEO of digital strategy and research advisory firm Lighthouse3; Ramsey Mohsen, CEO of Everhance and former director of social media at Digital Evolution Group; and Travis Wright, marketing keynote speaker and co-founder of CCP.Digital. Here is what our panel of Gen Z digital experts had to say: Jeff Fromm: How connected do you expect Gen Z to be to their friend networks? They’ve grown up with a smartphone. It’s not an add-on or an annoyance - it’s part of them. They aren’t to the point where they won’t do things physically because of tech, but it’s getting closer. Mia Dand: Gen Z is super-connected to their friend networks because of easy access to technology.
While we often refer to members of the Millennial generation as digital natives, today’s teens – AKA the elusive Gen Z – are truly the first generation of consumers to have grown up in an entirely post-digital era.
From the moment they were born, they’ve never lived in a world where they couldn’t just “Google it” or “ask Siri” from a smartphone via (likely free) Wi-Fi. This immediate availability of information, and ease with which they can access it, has completely shaped the way Gen Z engages with brands, makes purchase decisions and connects with their peer networks.
Social media has also had a significant impact on Gen Z behaviors in the market. Unlike the Millennial mentality of broadcasting anything and everything to these platforms, Gen Z is shifting to a mentality of sharing only specific stories to specific people on specific social channels. This is evident when we look at the platforms that teens are most likely to use. Rather than the “over-sharing” platform of Facebook, they use Snapchat and Instagram because they are considered more selective.
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