Prepping for the next generation

by Dan Malovany
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Gen Z
Born into a world where handheld communication devices are the norm, Gen Z consumers have a different view of communication and shopping. 

Born into a world where handheld communication devices are the norm, Gen Z consumers have a different view of communication and shopping.

Oh, baby! Are you and your marketing folks ready for the generation that comes after the millennials?

Born since 2000, with the leading edge now reaching almost 20 years of age, this population segment promises to be even larger than the millennial cohort now aged 20 to 35. This new group — known by a multitude of names including Gen Z, iGeneration, post-millennials, etc. — is not just a younger version of the millennials, according to HealthFocus, a market research firm specializing in health and nutrition trends. The researchers described them as “truly multiracial, digital natives.”

Born into a world where handheld communication devices are the norm, they have a different view of communication and shopping.

“While their views on food and nutrition may be similar to the millennials in some ways, their interest in certain things are more pronounced and will become more important leading to differences in the way they shop and eat,” HealthFocus stated.

The group is launching a study to explore post-millennials’ attitudes toward how they eat, what is important in food choices, what concerns them regarding nutrition and health, the importance of clean foods, sustainability and ethical food production. FYI, millennials now outnumber baby boomers. Imagine what the larger crowd of post-millennials with an even greater choice of media venues will mean to product development and marketing programs. And to the composition of your workforce. They’re our future. Oh, baby! 

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