Gen Z aims high

Gen Zers are a huge, diverse generation and the fastest growing group of employees, customers, and voters. Their identity is inextricably tied to being online. This generation thinks and acts very differently as they are the first digital nativs. Their connectedness, their ability to navigate change quickly and their desire to have a positive impact on the world are all reflected in their higher expectations of technology and organizations.

Web or die

The third annual, international study of Gen Z, conducted by The Center for Generational Kinetics and commissioned by WP Engine, reveals new expectations for the web by Generation Z. Born between 1996-2015, Gen Z is the most Internet-dependent generation and is firmly at the vanguard of technology use across all generations.

58% of Gen Z can’t go more than 4 hours without Internet access before they become uncomfortable.  In 5 years, 64% of Gen Z thinks the Internet will determine what they will do on a daily basis. 56% of Gen Z is friends with someone they only know online.

Customized products

When it comes to establishing trust in a brand, the top three factors for Gen Z are quality of a product, positive online ratings/reviews and customer service. Gen Z has grown up in an era of personalization based on their experiences with social media and these expectations extend to their preferences in shopping. In fact, far more than other generations, 75% of Gen Z is more likely to buy a product if they can customize it.

65% of Gen Z goes to the Internet for access to entertainment so they expect brands to be fun.

82% of Gen Z trusts a company more if the images they use in their ads are of actual customers so they expect companies to be authentic. 72% of Gen Z is more likely to buy from a company that contributes to social causes so they expect companies to do good.

Entrepreneurs

Raised on social media, Gen Z expects the broader digital world to know what their likes, wants and interests are. They see this as minimizing some of the daily decisions they have to make so they can focus on the more important topics. And, as we’ve seen in past studies, this is a generation of pragmatists, self-starters and entrepreneurs, so if it doesn’t exist, Gen Z will build it. A higher percentage of Gen Z (62%), more than any other generation, plans to start or possibly start their own business sometime in the future. Additionally, reflecting their preference for all things digital, 62% of those Gen Zers said they would start their business online.

They have definite visions for the future.   66% believe that all websites will “talk” to each other, so every site/app/appliance will present a personalized experience. 70% believe websites will know what you are looking for before you tell it. 64% think artificial intelligence will have a positive impact on their life. They are far more likely than other generations to believe in the positive impact of technology on the world.