Gen Z'ers Ditching Social Media
Generations are often shaped by major events, ranging from the Silent Generation's experience during the Smashing Depression to Millennials and 9/11. And the current global pandemic is no unlike.
While the pandemic is impacting generations beyond the board, it stands to have the biggest long-term result on Generation Z, or those born betwixt 1997 and 2010 (though the exact historic period range may vary slightly, depending on who you ask).
Teaching and career goals
One of the biggest and most immediate impacts felt past Gen Z during the pandemic is the issue on their education. The oldest members are in college or recently graduated, while the younger cohorts are in middle school or tardily elementary. Having to shift to calm schooling has raised concerns about the long-term touch on didactics, especially for younger children, who are having a harder time adapting and less able to stick to stricter regimens. And with the uncertainty about the return to in-person schooling in the fall, the long-term concerns are growing.
Educational experts point to disparities between the quality of online learning between white students and black and Hispanic students and have voiced concerns that the lack of in-person pedagogy could lead to an increased drop-out charge per unit, especially for the latter. Nonetheless, according to College Finance, 65% of Gen Z-ers polled in the U.Due south. are because going back to school or staying in school longer due to the economic affect of COVID-19, hoping to wait out an unstable job market place.
The pandemic is also making this generation reconsider their career goals. College Finance reports 66% of Gen Z feel their planned career paths are less stable than before the pandemic—xxx.half dozen% plan to change their career path, while 20.seven% are still on the contend. Stability and task opportunities are probable to outweigh passion for their fields.
Consumption and communication
Gen Z was already digitally-dependent earlier the pandemic, only with increased time spent at home, their digital consumption has risen—whether it be for communication or entertainment purposes.
According to Boston Consulting Grouping (BCG), 62% have increased their fourth dimension spent on social media, 70% have increased their time spent on video streaming and 59% have increased their time spent gaming. BCG also notes that these increases are likely to continue after lockdown, though perhaps not quite as high as the present in one case restrictions are lifted.
Consumption via linear TV (i.e. cablevision and satellite) was already seeing a subtract amongst Gen Z before the pandemic, and that trend is growing. BCG reports a 60% increment in streaming content and a 96% increase on mobile and social platforms (particularly Twitter, Facebook and YouTube) during quarantine. There has been an increase in virtual courses (i.eastward. fitness classes and skills-based lessons like cooking and languages), and Gen Z is expected to deport these habits beyond lockdown. Many Gen Z-ers have also turned to stress-relieving mobile games and meditation apps during quarantine, and the positive effects felt by these habits will lead to continued utilise after the pandemic.
There were already concerns virtually Gen Z'due south contiguous advice skills earlier quarantine, only with decreased in-person interactions, there are growing fears that their social abilities volition be further impacted long-term. On the flipside, interactions and time spent with immediate family has increased, and many are returning to older habits, like eating meals together and doing activities that they weren't partaking in pre-COVID—and many families are reporting intentions to continue these interactions post-lockdown.
Buying habits
The way Gen Z is spending their money has shifted dramatically during quarantine. BCG reports increased spending on "products geared towards at-home consumption, essentials, and health and wellness" and a decrease on more discretionary products like alcohol and high-ticket items like electronics and cars—and these habits are expected to stick beyond the pandemic. There has been an increased willingness to try new products during lockdown, and this is also expected to concur steady in the long run. (According to BCG, 69% of younger consumers have purchased a new product for the showtime time during COVID-19, compared to 43% for older generations.)
In add-on to irresolute what they buy, Gen Z is changing where they purchase from. Due to necessity during the pandemic, online retailers take seen a stark increase in popularity—and Gen Z is the most likely generation to continue making purchases online postal service-COVID, mainly due to ease and convenience. Brick-and-mortar stores volition likewise probable see a decrease in younger customers postal service-quarantine due to concerns about an impending recession. And with the doubt surrounding travel and tourism, ride- and home-sharing apps are probable to encounter continued decreases for some time.
Economic and globe views
There accept been comparisons made between Gen Z and the Silent Generation, the latter of which went through the Great Low. Some of the notable similarities: rationing/conserving resources and a "waste material-not, want-not" mentality, economic uncertainty and an increased sensation of the world effectually them. The Silent Generation also had a mistrust in authorities, and that is appearing to hold true for Gen Z as well.
Even before the pandemic, Gen Z-ers were already making their views known, using social media in particular to have their voices heard. And their focus on activism is only strengthening due to the electric current state of affairs. Gen Z is also spending increased time at abode with their parents, and in turn are more than exposed to their political views. Issues that are of item importance to Gen Z than before the pandemic are social condom, admission to health care and economics.
Simply fourth dimension will tell how current events will shape this young generation. Despite the unknowns, one affair is sure: the touch on of the pandemic volition alter how marketers communicate with Gen Z.
To continue the conversation and learn more than about communicating with Generation Z, reach out to Lynn Kaniper at lkaniper@danacommunications.com or 609.466.9187 ext. 117.
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