Elections aren’t just showdowns between opposing political views. They’re also just as much about the push and pull between generations and their visions of what’s best for a country, state, district or city. The 2016 election showed the deeply contrasted political visions and values of Baby Boomers versus Millennials, the two generations that showed up that year to vote in make-or-break numbers. In contrast, Gen Z weighed in at merely six million eligible voters in 2016, and had little chance of tipping the political scales in either direction.
With each coming generation, media pundits like to obsess over all the industries, hobbies and passions that are bound to be “killed off”. Gen X was accused of killing the radio business, for example, and Millennials are still regularly accused of “destroying marriage”. Now it’s Gen Z’s turn in the barrel. Over the last few years, Gen Zers have been charged with killing off everything from in-store shopping to television to football. And while it’s pretty clear how (and why) all these things can — and will! — survive Gen Z, the same can’t be said for everything. Take Black Friday for instance. Is there a future for it under Gen Z’s watch, or will it go the way of the compact disc?
Earlier this October, Alex Gallagher, CMO of UNiDAYS, spoke at Advertising Week in New York about the relationship between marketers and Generation Z — and the need for marketers to understand their own particular brand’s relation to Gen Z in all its depth, nuance and detail.
Ahhh... October on your typical North American college campus. A time for watching autumnal foliage; a time for tailgating, keg-standing and the settling of old football rivalries; a time for planning the ultimate Halloween bash; a time for... Wait a second...
Want to know something that’s even harder than marketing to Gen Z? Becoming an entrepreneur. Yet that’s precisely what 64 percent of Gen Z college students want to do with their lives, according to a joint study by Internships.com and Millennial Branding. And that’s not the half of it. According to another Gallup survey, 42 percent of them want to “invent something that changes the world.”