helping-Generation Z
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2001-Present - New Silent Generation or Generation Z
Generation Z, colloquially also known as zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are children of Generation X. How much money does it take to truly feel successful? According to a survey by financial services firm Empower, Americans have set a price tag: an annual salary of about $270,000 and a net worth of $5.3 million. Yet different demographics aspire to varying ideal salary levels: Gen Z pegs it at about $600,000; Millennials aim for $180,000 and Boomers target $100,000. As Bloomberg notes, those figures vastly exceed the average U.S. salary, which was $67,000 in 2023, per Social Security data. Survey respondents also found the biggest barrier to success was the state of the economy.
This Week in Marketing: Gen Z and BeyondRemember how terrified the media was of millennials? This generational cohort was destroying industries left and right, refusing to work the way their parents and grandparents worked, buying avocado toast instead of real estate 😱 … if we could harness the energy needed to write all those millennial scare articles, it could run New York City for a month. Fortunately for millennials, now it’s time to panic about a new generation. Gen Z is hitting the workforce — in fact, the oldest Z-ers are pushing 30. Marketing to these digital natives can be a challenge, especially for B2B, but best practices are beginning to take shape. Forward-thinking leaders are adapting strategically, shifting their models to account for future buyers while also planning around the changes in buyer behaviors taking place. Check out our pocket guide to Create Content that Resonates with Gen Z, and read on for more insights from marketing articles this past week. What to ReadThree Tips For Building A Gen Z Marketing Plan (Forbes): This quick guide from PR expert Kristen Wessel is refreshingly free of scare-mongering or sketchy generalizations. Instead, she focuses on three types of messaging and three tactics that have proven successful. One no-brainer: short-form video content. Three Ways Marketers Can Better Engage Gen Z Talent (CIM): What’s scarier than marketing to Gen Z? Working alongside them, of course. But if you lead with purpose and empathy, says MaryLou Costa, you can easily relate to the twenty-somethings in your workforce. What Types of Videos Are B2B Buyers Watching? (Marketing Charts): We may have Gen Z to thank for the rising popularity of video marketing, but they’re not the only ones watching. This chart shows that product reviews and demos top the list for B2B video marketing, but tutorials and webinars are close behind. How to Optimize Your B2B Videos for Different Social Media Platforms (Michaletz Zwief): Agency Michaletz Zwief shares tips on aspect ratio, length and more for the major social media platforms. For LinkedIn, approximately one minute is the sweet spot, but make sure to have a solid takeaway in your first 10 seconds. What to WatchAs the great Yogi Berra said, “Ninety percent of this game is half mental.” Whether you get a buyer’s attention with a video, interactive asset, social media post or good old-fashioned whitepaper, the decision to buy is a complicated set of chemical reactions in the brain. In this video from MarketingProfs, Kenda MacDonald digs into the neuroscience of making a purchase decision, and how marketers can make deciding easier. 
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Articles of interestA survey of Gen Z, Millennials, Gen X, and Baby Boomers to determine which marketing tactics and channels resonate with each generation to help you streamline your advertising efforts. Highlights from this survey include:
The ties that bind us (to work) are different, it turns out, across generations. Gen Z is "entering the workforce on their own terms," writes Insider, and, according to a new survey, many of them (65%) say this is the year they call it quits. Those born between 1997 and 2012 are not shy in their demands for more work-life balance, or a "slow-up" shift, and if they don't like what's being offered, they have "no qualms about quitting their crappy jobs."
A quarter of Gen Z respondents plan to retire before the age of 55, according to a Goldman Sachs survey of over 1,000 workers and retirees. Judging by previous generations, that’s an ambitious goal: in Goldman’s survey, only 8% of retirees stopped working before the age of 55. And while experts generally say people will need 80% of their former income per year in retirement, a third of respondents younger than 40 believe they’ll only need 60% or less.
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