Generation Z—those aged approximately 14 to 22 years old—is the first generation to grow up in a world where Google and free wifi are ubiquitous. While social media platforms have exploded in the past 5 years, we see teens less interested in broadcasting to a wide network and more focused on specialized messages. Anonymity, more freedom of self-expression and the ability to send specific messages to specific groups are the keys to success with the “curation generation.”
As Generation Z continues coming of age and flexing its consumer might, it’s increasingly clear that businesses and brands need to modify marketing and communications strategies to engage these young people where they’re at. A recent Business Insider report cited that teens spend about six hours a day on their smartphones.