generation z - university of waterloo · years. events. traits. themes. motivational messages. 1946...
TRANSCRIPT
Note: This presentation and its contents are for internal working purposes only and not to be shared with third parties outside the University of Waterloo.
Generation Z
About Generations
• Helps us interact and understand
• Era born into shapes personality, behavior, and outlook
• Constellation of people with unique identifying characteristics
• Overlaps produce a “cusp” effect
• Shorter generational spans
Who came before Gen Z?
YEARS
EVENTS
TRAITS
THEMES
MOTIVATIONAL MESSAGES
1965- Early 1980’s
End of Cold War, First PC, MTV
Do it your way; forget the rules
Independence, Latch Key kids
Time to play – Name that generation
Individualistic, Flexible, Self-reliant
Generation X
YEARS
EVENTS
TRAITS
THEMES
MOTIVATIONAL MESSAGES
1946 - 1964
Women’s Liberation, Civil Rights, Cold War
You are needed and valued
New freedom, Rock’n roll music
Time to play – Name that generation
Optimistic, Work-centric, Loyal
Baby Boomers
YEARS
EVENTS
TRAITS
THEMES
MOTIVATIONAL MESSAGES
1982 - Mid 1990’s
You’ll work with other bright creative people
9/11, Social Media, Reality TV, AIDS
Guided and greatness
Time to play – Name that generation
Tech comfortable, Optimistic, Entitled
Millennials
BABY BOOMERS GENERATION X MILLENNIALS
YEARS 1946 - 1964 1965- Early 1980’s 1982 - Mid 1990’s
EVENTSWomen’s Liberation, Civil Rights, Cold War WWar
End of Cold War, First PC, MTV
9/11, Social Media, Reality TV, AIDS
TRAITS Optimistic, Work-centric, Loyal
Individualistic, Flexible, Self-reliant
Optimistic, Tech comfortable, Entitled
MOTIVATIONAL MESSAGES
You are needed and valued
Do it your way; forget the rules
You’ll work with other bright creative people
THEMES New freedom, Rock’n roll music
Independence, Latch Key kids Guided and greatness
Generation Recap
Next comes Generation Z
What word describes Gen Z?
What do we know about Gen Z
• Loosely defined; born after 1995• Oldest are 21 • Filling our universities • 2 Billion world-wide and one-quarter of the North
American population
Gen Defining Experiences?
Technology• Mobile devices,
cloud computing• Never know life
without the Internet, email, and mobile technology
Uncertainty & Change• Economic downturn,
global warming• Rise in school shootings and
terrorism• Increased racial diversity,
shifting gender roles
Raised by Gen X• Praised
individualism • Prepare them to
make own way• Focus on being
resilient, not being ‘special’
• Empowered by information• Share opinions and
knowledge• Crave constant feedback• Strong collaboration skills• Competing for attention
Profiling Generation Z
• Tech-innate • 1st kids with internet• Technology is access to their
virtual world• Seek a balanced relationship
Tech is second nature
Profiling Generation Z
• Practical & pragmatic
• Research the ‘real deal’
• Financially-conscious
Realists not dreamers
Family Connection• More in common with
parents• Tighter connection• Family = support
group
Socially Minded• Desire to give back• Make a difference • Volunteering• Environmentally
conscious
Profiling Generation Z
Entrepreneurial• Want to be
entrepreneur rather than 9-5ers
• Turn hobbies into jobs
• Focus on making things
• More resources, pressure and engagement
Creative• Spurred by fast
information & innovation
• More time to analyze & create solutions
• Self-directed and intrigued by paths of self-discovery
Individualistic• Value sense of
identity• Determined /
competitive• Still very
collaborative
• Visual • Shorter attention spans• Bite-sized content • Less formal style• Content served up in a
fun, creative way • Drawn to incognito media
and visual platforms
New Communicators• Faster CPU• Multi-taskers• Do-it-yourself and P2P
learning• Knowledgeable and mature
attitude • Susceptible to inaccurate
sources of information• Value education and its
rewards
Unique Learners
Profiling Generation Z
16
Comparing Generation Z to Millennials
Gen Z MillennialsRealists Optimists
Tech Innate Tech Savvy
Communicate with images Communicate with text
More individualistic More group-oriented
Future-focused Focused on the present
Create stuff Curate and share stuff
Want to learn something? YouTube it Want to learn something? Google it
Our prospective & current students Our current students & alumni
Takeaways
Communicating• Communicate in
images • Avoid marketing
“spin”• More frequently in
shorter bursts • Tell stories across
multiple channels• Make it relevant • Make content
searchable
• Draw in with inspiring & innovative ideas
• Combine games with learning
• Inspire with social causes to rally behind
• Collaborate with them—and help them collaborate with others
Engaging Interacting• Be authentic • Admit when you
don’t know• Avoid talking
down• Embrace
parents
• Siobhan Stables– Research Manager, M&UR– [email protected]
• Laura Gordon– National Marketing & Recruitment
Specialist, M&UR– [email protected]
Thank you