In this week’s blog post, I will examine how microcultures are formed from generations. As a millennial and a marketer, it is no surprise that the media is focused on my generation since the older generations made up of Generation X and Baby Boomers are dying off. My generation holds the near future’s political leaders, engineers, scientists, and workaholics. My generation also includes major cultural and demographic trends such as declining birth rates, increasing consumer affluence, increasing life expectancy (and aging consumers), and increasing cultural diversity (Harris & Babin, 2015). With all of these major changes happening, it is no wonder why marketers and advertisers are so obsessed with my generation. However, I like to think ahead and I have a feeling that Generation Z, or the group of people born after 1995, are going to quickly surpass the importance of millennials.
As mentioned earlier, Generation Z is comprised of consumers born between 1995 and 2005. These consumers are currently in their teen years, or as most psychologists would note, their “formative years.” With this idea in mind, pre-teens and teenagers are highly influenced by the messages around them; this intake of information then leads to their actions such as buying behavior and purchase decisions in their future lives. These messages can take a variety of forms such as: parental guidance, friends’ recommendations, peer pressure, and local and national advertising displayed on their preferred media devices. While Millennials are indeed the next generation to drive the future, Generation Z is the next set of people to drive marketing and advertising initiatives. Described as “KGOY” (kids growing older, younger), Generation Z will be the “most educated, diverse, and mobile group to date” (Harris & Babin, 2015). It’s time to move faster than Congress, in terms of marketing and advertising anyway.
Follow my blog or comment below to join in on the Generation Z Microculture discussion! Need to stay in touch with all of the latest trends and topics in marketing and advertising? Tune-in to my blog next week for another look at consumer behavior and how it affects marketing and advertising messages.
Harris, E. G., & Babin, B.J. (2015). Consumer Behavior (6th ed.). Stamford, CT: Cengage Learning.