Working in higher education, I hear the same thing around this time every year: The incoming class will graduate in 2022. Can you believe it? I’m getting so old!! Yes, time flies. And yes, it feels more extreme when you look four years into the future. When we look a little deeper at the new incoming class, the class of 2022, we’re going to see a bigger shift than most years. Traditional aged students, meaning those who are entering college right after high school, will mostly be born in the year 1999 or 2000. The children of the new millennium are officially entering higher education and it’s time to focus on this new generation: Generation Z.
I’ve sat through multiple trainings on working with Millennials. As someone who is undoubtedly a Millennial I often wonder why there’s so much focus on this generation. To be honest, we’re old news. Colleges, businesses, and organizations have had time to prepare for us and there’s a good amount of research on us. Generation Z on the other hand, they’re the future.
For marketing teams who are trying to understand the profile of their customers, this is very important. I’m not saying the personalities of babies born on Dec. 31, 1999 are drastically different from babies born on Jan. 1, 2000. The importance lies in our body of research. You’ll be able research Millennials, but babies born into Generation Z are no longer a part of this research. Focusing only on Millennials will cut out a demographic of people who are going to be part of our futures. Some people call this demographic Generation Z and soon enough companies will call this demographic potential customers.
Based on some research and a lot of personal experiences, here are some important aspects of Generation Z that will impact how they interact with others. If you’re looking to work with college graduates, you’ve got some time before you officially have Generation Z in your office. I’m working with these students right now, so it’s especially important for me to understand them.
1. They Own Nothing– As a child, I was in the generation who used CDs, DVDs, and later the iPod. Now, we have services like Netflix, Spotify, and Apple Music. When it comes to getting work done, they know how to work collaboratively over Google Docs or Skype. They know how to use the cloud and rely on it. While they don’t have a whole lot stored on their devices, they expect devices the are fast and connected at all times.
2. You’ll Find them Online– Having an online presence is no longer taboo. In fact, it’s far from it. If you Google someone from Generation Z you might find their Facebook. You’ll also find school archives from their third grade year. Their whole life has been documented online. Don’t be surprised to find a lot of search results when you look for them.
3. They Want to Be their Own Bosses– When I meet with students and discuss potential careers, I hear fewer people talking about dream companies. Many people think of the skills they want to acquire and how they can turn that into their own business. The research backs this observation up, so don’t be surprised if their first job out of school is merely a learning opportunity and a necessary step toward their own business.
4. They Care About Diversity– If you use a term like “average,” “typical,” or “standard” used to describe a person, prepare to receive some push back. The next generation embraces differences from others and strives to be more diverse. They’re not unaware of standards and norm used in marketing, it’s that they know better. If a product is intended for everyone to use it, they want this idea reflected in the marketing for that product.
5. Most Importantly, they Want to be the Future– In 2008, when the US was facing an economic recession, higher education was portrayed as an investment. As job growth continues, Generation Z is becoming more aware of their options. If they can’t get into their dream school, they might not go to that safety school. Some of Gen Z would rather take a year off and gain skills to make them a strong applicant for admission in the next year’s pool. For every goal I’ve discussed, they know there are multiple ways to reach it, and they’re not about to invest time and money into a strategy that doesn’t make sense to them.
I am excited to work with Generation Z as we can anticipate some really positive changes coinciding with their inclusion. With this said, many of the things I’ve discussed are apparent in people from all generations, not just Gen Z. As a Millennial who will be working with Gen Z, I know it is my responsibility to gain a better understanding of their mainframe and personas. I want to connect with these individuals as they strive toward new goals in their lives.
