Wake Up: A Strategic Intel Report on Generation Z

SPRING

2014

A STRATEGIC INTELLIGENCE REPORTTHE ISSUE // GENERATION Z

QUARTERLY

CONTENTS

1

3 A LETTER FROM THE EDITOR

5GROWING UP GENERATION Z

9 GEN Z & THOUGHT LEADERSHIP

11ENTERTAINING GEN Z

14 YOUNG MOOLAH

15 ADOLESCENT APPETITES

19 EDU-HACKING

25 TAKING THEIR BALL & GOING HOME

27GEN Z + DIVERSITY

30 IT'S NOT A PINK & BLUE WORLD

31RESERVATIONS UNKNOWN

33 SOCIAL MEDIA: THE NEW PLAYGROUND

37GEN Z: A NEW MOVING TARGET

39 THE WAKE UP TEAM

41FOOTNOTES

41PHOTO CREDITS

2

A LETTER FROMTHE EDITOR

3

At the risk of appropriating the questionable wisdom of David

Wooderson, the lovable letch played by Matthew McConaughey in

Dazed and Confused, what I like most about young people is that as

I get older, they stay the same age.

See, we’re in the business of ideas; creativity is our stock in trade.

And nobody thinks more creatively than kids. Watching my own

toddler’s boundless imagination at work each day fills me with equal

parts pride and envy.

Call it lateral thinking, or divergent ideation, but the ability to use

creativity to solve problems by understanding what is, and then

imagining the possibilities of what could be, is the intellectual

equivalent of superpowers. And as innovation consultants will

happily tell you – usually for a fee – thinking like a kid can inspire

breakthrough ideas.

So what’s the source of said superpowers? Neuroplasticity. Absent

the fear of failure or judgment, kids possess a raw aptitude for

confidence in their own creativity. Picture their brains as soft,

unformed clay, before it’s hardened by the long, slow burn of

adolescent and adult experiences. Before adaptation forces us to

process information into entrenched channels – or ruts – of thinking.

Interesting stuff, but cognitively this is no different than past

generations. So what makes Gen Z unique? Sure, world events and

access to new technologies have shaped their attitudes, beliefs, and

behaviors. But I’d argue that we should look closer to home, to the

most influential factor in their lives – their parents.

As a card-carrying member of Generation X, I’m admittedly

biased on the subject, but I am fascinated by how different we

are from Boomers in our approach to parenting. Drawing on some

broad generalizations, Gen X’ers are grounded individualists, while

Boomers are optimistic populists. And those traits have greatly

influenced how we raise our children.

Gen X parents aren’t just encouraging their kids to unleash their

creativity onto the world; they’re also challenging them to find

real-world applications for their ideas, and empowering them to

bring their thinking to life.

Take the recent case of 14-year-old Suvir Mirchandani, a

Pittsburgh-area sixth grader who discovered that federal and

state governments could save up to $400 million a year in printing

costs by simply switching fonts in their documents. What started

with a science fair project, trying to cut waste and save money

in a middle school, has, with the participation of his parents and

teachers, been elevated to a national conversation.

So what does this mean for marketers? This year, the last Baby

Boomer turns 50, passing the leadership mantle in the workplace,

classroom and at home, to Gen X, while the last Millennial turns 18

and (hopefully) graduates from high school, giving Gen Z the power

– and responsibility – of youth. I for one look forward to seeing more

examples of how they harness it.

4

SEAN [email protected]

GROWING UPGENERATION Z

SNAPSHOTS OF LIFE

Let’s face it: Millennials are the generation we all love to hate. Stereotyped as lazy, entitled, unmotivated, and generally annoying, there’s little to say about this generation that hasn’t already been said. Thankfully, there’s a new kid in town (literally): Gen Z.

Born between 1994 and 2010, and currently all under the age of 18, members of Gen Z may still have a lot of growing up to do, but they’ve already packed an extraordinary density of experiences into their formative years. From the vulnerability of domestic

terrorism and shattered safety of the schoolroom, to the hopefulness of our first black president and rise of marriage equality, Gen Z’ers are coming of age in a world where change is accelerating at an unprecedented pace.

So, in light of these transformational experiences, how has this cohort fared? With an overwhelmingly positive outlook – only 6% of this generation is pessimistic about the future,1 meaning that they’re bright-eyed and bushy-tailed about what’s next. Did someone say ‘Millennials’?

SABENA SURI

5

SOCIAL ISSUES

FAMILY LIFEGen Z’ers have grown up in a far less traditional family

structure than past generations; only two out of three

live in a two-parent household.2 And like their Millennial

predecessors, they see their parents as trusted friends, with

88% claiming that they are “extremely close” with their

parents.3 As one Gen Z parent put it: “I do more with my

children, their friends, and their friends’ parents than my

parents did with me or my siblings.”4

This attitude is reflected in the shared viewing habits of

parents and kids, as many families ritualize TV nights together.

Even when themes cross into potentially uncomfortable

waters, kids genuinely enjoy watching shows like Glee,

Modern Family, and The Voice, together with their parents.

And that sense of closeness is reciprocal: 93% of U.S. and

UK parents trust their Gen Z children to be responsible when

using social networking sites.5

Yet parents are still parents, and feel understandably

protective about their kids’ wellbeing – many are worried

about keeping their children “innocent” and 56% of them

believe that there’s too much pressure placed on today’s youth.6

While that concern may not be unique to Gen Z parents, it

becomes markedly more complex with the added dynamic of

social networks and the real and perceived threats online.

As the lines between our digital and physical worlds continue

to blur, tweens and teens and their parents have to face the

pressures of cyberbullying, which can have a devastating impact

on their worldview and self-confidence. In fact, cyberbullying

causes 20% of victims to consider committing suicide.7

In a world that’s not exactly short on problems, the combination

of greater transparency and access to information with an

incredibly diverse youth corps (only 54% of Gen Z’ers are

Caucasian)8 has shaped this generation’s awareness of – and

activism around – social issues. While Millennials have been

criticized for their “slacktivism” (remember KONY?),9 Gen Z’ers

want to play a hands-on role in changing what they don’t like

about the world around them.

An overwhelming 80% of Gen Z’ers believe that same-sex

marriage should be legal,10 while 48% care about helping

people who are poor or sick, and 46% oppose the use of

violence.11 And picking up the thread from the previous section,

an alarming 29% of tweens say they’ve been bullied, which just

goes to show how prevalent this behavior is, despite widespread

efforts to bring the topic to the forefront of the national

conversation.12

In tracking the specific social issues that Gen Z’ers deeply

connect with, it’s worth noting that their beliefs do not align

with popular opinion. They “are much less likely to fall into

recognized opinion categories, and much more likely to mix

and match various points of view.”13

GEN Z'ERS WANT TO PLAY AHANDS-ON ROLE IN CHANGING WHAT THEY DON'T LIKE ABOUT THE WORLD AROUND THEM

6

>>>

JOBS

FINANCES

Gen Z’ers are, in a word, entrepreneurial. Much like

Millennials, they’ve been raised by parents who have

inspired them to strive for success, but a key difference is

that Gen Z’ers are more grounded in what it takes to get

there; 46% are worried about getting good grades, which

is a greater concern for them than having friends, fitting

in, being popular, and their health.14 In February 2014,

Entrepreneur Magazine argued that Gen Z may be even

more entrepreneurial than Gen Y as a result of access to

resources and training programs, parental pressure, and

mentorship opportunities.15

Young entrepreneurs are also driving this trend from the

ground up, serving as role models within their peer groups.

The New York Times recently profiled young go-getters

like Louis Harboe, who scored a high-paying gig at tech

company Square at the tender age of 16, and Ryan

Orbuch, who created the app Finish, earning a No. 1 spot in

the Apple App Store, also at 16.16

So it should come as no surprise that 74% of Gen Z’ers would

rather work for themselves than for someone else17 and

72% of high school students want to start their own business

someday.18 They are likely to seek out opportunities that

allow them to create flexible schedules, try out a cross-

section of roles, and learn versatile skills they can apply to a

variety of challenges.

Gen Z’ers witnessed firsthand the personal effects of a

global financial meltdown through the impressionable

lens of their childhoods. Like so many of us, they got swept

up in the overconsumption of a bubble market, and then

struggled through the resulting hangover, as their families

were forced to make serious trade-offs in order to make

ends meet. This whiplash effect has significantly shaped the

way they think about money.19

As a result, they are taking charge of their finances

themselves. A third of Gen Z’ers who have a smartphone

say that they have a finance, banking, or budgeting app on

their device.20 They are also committed to saving more and

spending less: 57% would rather save money than spend it

immediately.21 This kind of austerity is particularly impressive

when you consider the fact that these are all kids under 18.

When it comes to funding one of life’s biggest investments,

college, Gen Z’ers are freaked out. And justifiably so. Almost

half say that their biggest worry is having a large

GEN ZJUST THE FACTS

AGE POPULATION

18 & UNDER 68 MILLION

47%

95%

77%

60%

63%

39%

6%

40%

WILL BE OBESE BY THE TIME THEY REACH ADULTHOOD

OF TEENS AGE 12-17 ARE ONLINE

OF ONLINE TEENS ARE ON FACEBOOK

OF TEENS KEEP THEIRFACEBOOK PROFILE PRIVATE

TEXT ON THEIR SMARTPHONES TO COMMUNICATE WITH OTHERS EVERY DAY

USE VOICE CALLS

EXCHANGE EMAILS

SAY THEIR TOP CONCERN ISGETTING THEIR IDENTITY STOLEN

$200 BILLIONSPENDING POWER

INDIVIDUALITY / SELF EXPRESSIONOPEN-MINDEDNESS

CAUTIONAMBITION

REALISM / PRAGMATISM

SCHOOL SHOOTINGS • INVENTION & GROWTH OF SOCIAL MEDIA • THE NATION

ELECTING ITS FIRST BLACK PRESIDENTRECESSION • NATURAL DISASTERS • THE

SUPREME COURT DECLARINGDOMA UNCONSTITUTIONAL

VALUES

DEFINING EVENTS

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student loan when they graduate college, and 36% are worried

about being able to afford college at all.22 The sobering realities

of less financial help from their families, coupled with their crippling

fear of debt, will certainly impact their cost-benefit analysis of a

college degree versus real-world experience.

TECHNOLOGYMuch has been said of Gen Z’ers dependence on technology,

particularly among parents who are acclimating to the new

realities of an always-on world. On the one hand, kids are using

tech for social purposes; 50% will send at least 50 texts a day.23

On the other, it’s a more isolating sense of socialization; one

Gen Z mom says “Kids these days are not as sociable because

of technology…playing outside until the sun came down and

sleepovers with friends seem far from this generation.”24

Their social platforms of choice are gravitating away from the mile-

wide-and-inch-deep waters of Facebook, and towards more niche

sites and apps. In fact, there’s been something of a Gen Z exodus

since 2011, with an estimated 11 million young people leaving

Facebook in the last few years.25 What’s driving this behavior?

One factor is Gen Z’s growing awareness around privacy

issues, and anxiety around the Internet leaving lasting digital

footprints. Understandably, 55% say that they don’t like things

that last forever online; 55% say they’d rather be anonymous

than vocal.26 And 40% claim their biggest fear online is having

their identity stolen.27

Yet, Gen Z’ers have still grown up with a social compulsion

to overshare, creating an interesting tension between the

pragmatic need to keep their identities squeaky-clean and

longing for validation of their every action from their peers (i.e.

50+ Instagram likes on their illegally-obtained bottle of vodka).

And so, they’ve found a happy medium in a new wave of

apps that encourage private, controlled sharing, so they

don’t have to worry about their data living on forever. These

apps include Snapchat, Blink (self-destructs texts for groups),

Skim (erases texts as they’re read), BurnNote (offers short clips

of messages), and Whisper (completely anonymous, like a

social PostSecret).28 So they get all the social swagger of airing

their exploits, without the downside of leaving a trail.

MARKETING IMPLICATIONSAs the spotlight moves from Gen Y to Gen Z, marketers need

to quickly develop first-mover strategies to connect with this

generation – especially while they’re still looking for brands who

understand them, companies they can admire, and products

and services that enable them to project the best version of

themselves. Capture their hearts and minds now, and you’ll

cultivate a tribe of active and engaged fans who can help shape

your brand story for future generations.

In order to do so effectively, marketers need to first distinguish

between Gen Z’ers and Millennials, and avoid the temptation to

lump them together into one amorphous youth segment. Next,

they need to commit the appropriate time and resources to

identifying unique insights for Gen Z; listen to their unmet needs

and desires. Then finally, develop messaging, platforms, and big

ideas that really speak to them.

Sure, you should explore strategies to advance their interest in

social issues, opportunities to tap into their entrepreneurialism,

and technologies that give them social status without future

stigma. But don’t stop there. Think about how their innate need

for respect, belonging, and security fit not into the world they

inherited, but rather into the world they’re creating.

Above all else, start today, before they become the biggest

generation in both size and impact. Remember what it felt like

trying to crack the code on Millennials as they started breaking

conventions left and right? Let’s learn from past mistakes and get

out ahead of this one.

8

GEN Z &THOUGHT

LEADERSHIPDISCOVERING A VOICE BEFORE HIGH SCHOOL

GRADUATIONAdora Svitak was only eight years old when she published her first book. Now

nine years later, at the advanced age of 16, she’s standing on stage at SXSW

2014 presenting her radical philosophy on self-directed learning to a large crowd

of thought leaders and creative tastemakers. How did she get here? Like many

of her Gen Z peers, Svitak grew up with both the encouragement to follow her

dreams and the tools needed to make them a reality. And she’s not alone.

Many recent breakthroughs in the worlds of business, science, and technology

have come at the hands of Gen Z’s new guard: 17-year-olds like Jack Andraka,

who recently discovered an inexpensive early detection test for Pancreatic

cancer, or 16-year-olds like Ann Makosinski, who invented a flashlight powered

by body heat, that could change the lives of millions. Looking beyond the

extraordinary accomplishments in their respective fields, young guns like

Andraka, Makosinski, and Svitak are also being recognized for their insightful

commentary on local, national, and international issues through published

articles, TED Talks, and other global podiums.

Jack Andraka has been called a “teen prodigy,”1 the “champion of change”2

and “Maryland’s wonder boy”3 – all for the dip-stick form early detection

Pancreatic cancer test he discovered that’s “168 times faster, 26,000 times

cheaper and over 400 times more sensitive”4 than the one currently being used

by medical practitioners.

But the road to his groundbreaking discovery wasn’t easy. It was paved with

phone calls, emails, and petitions to hundreds of science labs before one

decided to take a chance on a little kid with a big idea, and gave him access

DEVIN DESJARLAIS

9

RECENT BREAKTHROUGHS IN BUSINESS, SCIENCE & TECHNOLOGY HAVE NOT BEEN AT THE HANDS OF ESTABLISHED THOUGHT LEADERS - THEY'VE BEEN CHARGES LED BY 17-YEAR-OLDS

to the test equipment he needed to prove it out.5 In the two short years since then, Andraka has

been awarded the Gordon E. Moore Award at the Intel International Science and Engineering Fair,6

he’s been recognized at the White House, made appearances on The Colbert Report,7 and gained

international recognition. All while still having to earn participation credit in his high school biology class.

Ann Makosinski on the other hand, stumbled upon a seemingly simple solution to providing long-lasting

light sources to under-developed populations. The idea came to her after talking with a friend in the

Philippines who didn’t have access to electricity. According to Makosinski, her friend couldn’t complete

her homework and was failing in school.

“That was the inspiration for my project.” said Ann, “I just wanted to help my friend in the Philippines and

my flashlight was a possible solution.’”8 Using a hollow aluminum core and peltier tiles, which “produce

an electrical current when opposite sides are heated and cooled at the same time,” she developed a

flashlight operated entirely by body heat, and won the 2013 Google Science Fair as a result.

While Andraka and Makosinski recently stepped into the global spotlight, Svitak has been advocating

for her beliefs since she was old enough to type. Her recent interview in Forbes, following Sports

Illustrated's decision to wrap the cover of the 50th anniversary swimsuit issue with Barbie’s iconic image,9

ADORA SVITAK

10

JACK ANDRACKA ANN MAKOSINSKI

demonstrates an impressive aptitude for unapologetic

commentary framed in a steadfast commitment to advancing

feminism. Add to that the conviction that “childish” thinking

can surface big ideas by embracing unbridled creativity and

unwavering optimism, and you’ve got a powerful agent of

change.

So what makes Gen Z such a valuable potential asset for

forward-looking organizations? And conversely, what makes this

generation such a liability for entrenched legacy players?

These kids have a unique worldview; they weren’t brought up

with the cynicism of Gen X, who came of age in the shadow of a

cold war, nor the cheery outlook of Millennials, who grew up with

the promise that they could achieve or have anything. Gen Z’ers

have been raised with both feet firmly planted in a new reality;

one in which change can – and should – come from anyone,

anywhere. As a result, they expect constant innovation and have

little patience for sacred cows.

It’s worth noting that change doesn’t have to come in huge

leaps – it can be “more, smaller, and better” versions of familiar

products and services. But make no mistake that the stuff in their

lives needs to be constantly improving. If you don’t initiate this

change, they’ll make it happen themselves.10

ENTERTAINING GEN ZTHE NEW ROLE MODEL

In the unpredictable world of entertainment,

the only sure bet is that there are no sure

bets; celebrities go from hyped to has-beens

overnight, presumed blockbusters flop at the

box office, and reliable franchise formats lose

their audiences without warning. So when it

comes to pop trends, it pays to watch out for

the canaries in the coalmine.

Millennials may drive what’s hot in the

mainstream now, but smart marketers are

looking to Gen Z as the cultural barometer

for what’s next. Rather than waiting for pop

culture hand-me-downs from their elders, this

new generation of tastemakers is seeking out

unique entertainment experiences, creating

their own preferences, and socializing their

discoveries (and rejects) with their peers in

real time. What’s more, their expectations

are insanely high, having grown up with 3-D

films as the rule rather than the exception,

hyper-realistic video games, and the creative

windfall on cable networks.1

Gen Z’ers are on the hunt for stories in any

medium that blend escapism, which helps

them avoid the shadow of recession, war, >>>

energy crisis, and climate change, with realism

– which helps them deal with these new truths.

This development has played out most visibly

on the big screen, as Gen Z’ers gravitate

towards movies that tackle weighty subjects

like social inequality and injustices, global

terrorism, sexuality, and violence. A far cry from

the Disney princesses they grew up with, these

themes more authentically reflect the dark

times they’re living in.2

Take The Hunger Games series, starring Gen

Z icon Jennifer Lawrence. Lawrence plays

Katniss Everdeen, a 16-year-old living in a

post-apocalyptic society controlled by a

small group of malevolent leaders who have

devised The Hunger Games as a means

of repressing an impoverished population.

Divergent offers a similar story – a girl that is

“divergent” from society at large in future

dystopian Chicago must face a group set out

to destroy her kind.

These themes can also be found on the small

screen. The incredibly popular Pretty Little Liars

focuses on four best friends looking to uncover

the secret of their best friend’s murder. This

SABENA SURI

11

THE THROUGH-LINE

THAT ALL OF THESE

ENTERTAINMENT PROPERTIES

SHARE: THEY FEATURE

RELATABLE CHARACTERS

THAT PERSEVERE THROUGH

THE DARKEST SITUATIONS,

AGAINST ALL ODDS.

12

construct would have been presented in an entirely

different manner in the 90’s or 00’s; instead, the girls

deal with graphic violence, horrific accidents, bleak

familial issues, and worse. Though their problems are

certainly dramatized for entertainment value, they

are rooted in the dark, difficult situations that Z’ers

have grown up around. Same goes for The Vampire

Diaries, which focuses on a cult of evil vampires in rural

Virginia.3 While mythical in subject, the show’s cynical

and brooding tone is very appealing to this target.

Supernatural has a similarly dark paranormal theme

and also resonates strongly within this audience.

Gen Z’s favorite books include Harry Potter, The

Hunger Games, Diary of a Wimpy Kid, Twilight, and The

Hobbit.4 They all tell the stories of young, headstrong

characters that face seemingly impossible challenges

with self-reliance and integrity.

And that fits with the through-line that all of these

entertainment properties share: they feature relatable

characters that persevere through the darkest

situations, against all odds.5 These fearless role models

show bright-eyed Gen Z’ers that they too have the

power to change the status quo. Above all else,

these stories combine Gen Z’s need for diversion with

the need for reassurance that they can confidently

improve the world they inherited.

Marketers can leverage this trend by filtering content

through the lens of realism. A little aspiration never

hurts, but Gen Z’ers are bombarded with the promises

of products and services that will make their lives

better, while they’re really just looking for some

honesty, and for someone to empower them to make

their own lives better. So don’t gloss over the very real

challenges they face. Reflect them as strong and

confident agents of change, and your messages will

be heard and taken to heart.

A NEW BREED OF ROLE MODEL

LENNON & MAISY STELLA, 14 & 10These real-life Country music sisters currently star as the daughters of a huge Country star on ABC's Nashville - where they regularly sing as a part of the show. Their cover of "Ho Hey" by The Lumineers was featured on Billboard's Hot Country songs in April 2013 and was featured on the show.

BETHANY MOTA, 18A "social media goddess" with 4.8 million YouTube subscribers (more than Lady Gaga), where she shares her beauty and shopping tips, stories, and adventures with her fans. She recently launched a clothing and jewelry line with apparel retailer Aéropostale.

RYAN BEATTY, 18A singer who was made famous by YouTube (his most popular video has over 6 million views) and launched an extremely successful self-titled EP in October 2013. He regularly collaborates with another popular Gen Z singer, Cody Simpson.

TEALA DUNN, 17An actress, singer, and online personality who has starred on shows including TBS' Are We There Yet? and Dog with a Blog. She has an extremely popular YouTube channel, TealaXX2, and is a star on Nick's tween-focused YouTube channel, AwesomenessTV.

LUCAS CRUIKSHANK, 20A YouTube sensation who created and portrays the fictional Fred Figglehorn – an over-the-top, high-pitched 6-year-old. The character became so popular that Nickelodeon created a film franchise based on Fred, beginning with Fred: The Movie.

13

Just as many of us are emerging from the haze of our post-

recession savings disorder and starting to loosen the purse

strings, Gen Z’ers have become steadfastly serious about

managing their finances.1

In the not-too-distant past, back in the halcyon days of the

early-to-mid aught, parents of Gen Z’ers were embracing a

culture of rampant overconsumption and staggering debt.2 So

what was the catalyst for this dramatic shift towards thriftiness

among an age group that’s not historically known for being

fiscally responsible? The answer is simple – education.

Parents are now sending their kids to money management

summer camps like the Young American Center for Financial

Education, which hosts FUNancial Summer Camps. Instead

of honing archery or arts-and-crafts skills, students in grades

2-6 can learn about budgeting, starting a business, or macro-

economics and monetary policy.3

Drafting off the trend of the gamification of just about

everything in the lives of Gen Z, young entrepreneur contests

have become the new spelling bee.4 One of the most notable

is the Thiel Fellowship, which awards entrepreneurial students

the opportunity to start and run a business by investing $100K

into their endeavor over the course of two years, rather than

going immediately to college.5

Unlike their Millennial predecessors, Gen Z’ers are conflicted

when it comes to the value of higher education and its

perceived costs.6 Most members of Gen Z aspire to the

“college experience,” but given their financial realities, and

the relative value of the sheepskin paper that comes at

the end of said experience, many are seeking alternative

educational opportunities or learning desirable job skills –

either through online learning platforms or other DIY (and

DIT) methods.

When it comes to tracking their personal finances, Gen Z’ers

are forgoing the analog checkbooks for online services.7

They’re growing up with mobile apps like Lemon and Mint,

which make it especially easy to keep track of their financial

decisions, with real-time snapshots of their spending and

savings.

As Gen Z’ers mature and grow into a greater share of

spending power, don’t expect them to follow the same

financial patterns and behaviors as past generations.8

They’re more aware, more responsible, and more pragmatic

with their spending habits. Their parents may have been

impractical and focused on short-term material happiness,

but Generation Z has no interest in faking it until they actually

make it. And when they do, they’re still probably going to

save most of it.

YOUNGMOOLAH

GEN Z & THEIRFINANCIAL HABITS

ALAN HUYNH

14

ADOLESCENTAPPETITES

RESHAPING THE RELATIONSHIP WITH FOODMORGAN ACEINO

Parents force-feeding cauliflower. Children sneaking candy.

Moms hiding vegetables in casseroles. Kids binging on junk food.

The cyclical patterns that connect the child/parent/food

triangle have been around for ages. The platitudes are true, but

tired. However, the narrative around food is finally shifting –

especially when it comes to Gen Z.

For decades, pantry-stocking decisions were left entirely to

grownups. But today’s parents have recognized that the rituals

of picking1 and preparing food can teach children about

creativity, health, and democracy. And Gen Z’ers are rising to

the occasion; this group boasts some of the youngest cooking

prodigies and health advocates in recent history.

15

THE FUSION OF EXPLORATION, CUISINE, & CREATIVITYThis generation of junior gourmands has never known a world

without The Food Network. Giada, Emeril, and Rachel Ray are

beloved household names. As a result, food has become a form

of social currency for Gen Z – it’s a part of pop culture in the same

way that fashion, music, or television was for previous generations.2

It’s producing a new wave of adolescent epicureans storming the

culinary scene to express their creativity and individuality. From

MasterChef Junior and Rachel vs. Guy: Kids Cook-off3 to the Young

Chefs Academy, opportunities for Gen Z to showcase their cooking

chops are popping up everywhere.

But for these tiny tastemakers, cooking isn’t the end game – eating

is. Broadening the palate is a way to explore different cultures and

experience new things. As the most diverse American generation

to date, Gen Z embodies multiplicity and places paramount

importance on acceptance and personal development.

“Research from the Center for Culinary Development indicates that

Generation Y’s food preferences lean toward “intense, complex,

layers of flavor in their foods” and older teens (16 and up) are

willing to spend liberally for big or bold flavors.”4

AS THE MOST DIVERSE AMERICAN GENERATION TO DATE, GEN Z EMBODIES MULTIPLICITY & PLACES PARAMOUNT IMPORTANCE ON ACCEPTANCE & PERSONAL DEVELOPMENT.

Smart brands are taking notice and responding. Hyatt Hotels

recently launched a successful “for kids by kids” menu that

introduces diminutive diners to new cuisines in interesting but

healthy ways.5 Chobani is also expanding its product offering

to excite those pint-sized palates.6 Chobani Kids is a new line of

Greek yogurts that incorporates sophisticated but playful flavors

and packaging form factors that appeal to Gen Z’ers.

Big brands aren’t the only ones playing in these waters. Small, local

restaurants and cafés are getting in the game too. Art Café in

Nayak, NY recently introduced “a small but sweet kid's menu [that]

offers ‘babyccinos,’ made with steamed milk and cocoa, served

in a just-like-Mom's cappuccino cup.”7

So what can we do? Gen Z’ers are searching for new experiences

that’ll expand both their cultural and personal understanding of

the world around them. The time for marketers to recognize and

meet their underserved desire for exploration through food is now.

16

FOR THE FIRST TIME IN MANY GENERATIONS, THERE'S LESS OF A NEED TO BREAK THESE KIDS FROM THEIR HABITUAL CONSUMPTION OF SUGARY SODAS OR SUPER-SALTY SNACKS.

MINDFUL > MINDLESS MUNCHINGMeryl Streep once said, “It's bizarre that the produce

manager is more important to my children's health than the

pediatrician.”

Gen Z’ers are growing up in a world where “fake” sugar is

bad, organic is the new normal, and balance is preferred

over binging. For the first time in many generations, there’s

less of a need to break these kids from their habitual

consumption of sugary sodas or super-salty snacks.

A recent report by Organic Connections, based on a study

by Piper Jaffay & Co., reveals that 39% of U.S. teens are

choosing organic foods, and that 35% of teenagers are

consuming more organic options than one year ago.8

Why the shift? Parents. In every socioeconomic bracket, Gen

Z’s parents are placing a priority on getting healthy, having

organic options in the house and keeping junk food at bay.9

Even still, it’s an uphill battle.

“Of every 100 Gen Z kids, 47 will be obese by the time they

reach adulthood. This is partly due to a more sedentary

lifestyle in the rising digital era, but unhealthy diets are also

to blame. In a time of shrinking family budgets, the cheapest

food options are often the unhealthiest.”10

17

EMBRACE EXPLORATIONThere’s an opportunity for marketers to recognize that this

generation craves expression and exploration. They expect

brands to work with them, giving them diverse opportunities to

experience new and exciting things in the name of becoming

a better-rounded, more interesting person. Appeal to their

appreciation for adventure, and they’ll adventure with you.

Gen Z spends a majority of their monthly allowance on food & snacks – more than on any other product category (including books, digital items, clothing, and grooming).14

Gen Z is more likely to be vegetarian than past generations because they were born into sustainability.15

Obesity amongst children aged 2-5 dropped 43% between 2004 and 2014.16

Consumption of caffeinated sodas like Coke and Pepsi is down about 40% in the last decade among older teens.17

58% of teens are willing to pay more for organic & natural products.18

CASSANDRA REPORT, GEN Z

THE NEW YORK TIMES

ORGANIC CONNECTION MAGAZINE

SUPERMARKET NEWS

NPR

EMPATHIZE & ENABLEParents of Generation Z, just like the countless parents

before them, only want what’s best for their children. The

big difference today is that they aren’t living in blissful

ignorance when it comes to mealtime, media, and

everything in between. They know the good, bad, and

ugly of what they expose their children to – thanks to the

Internet. This creates an opportunity for brands to recognize

this tension, and set parents up for success. Providing

transparency, clarity, and credibility in an age of scandal

and uncertainty is key. Show that you get it now, and aren’t

just jumping on the bandwagon later, and they’ll respond

with their loyalty when it counts.

But this battle is giving rise to some pretty heavy-hitting health

warriors. From politics to pop culture, getting healthy food into

the hands of our kids is becoming a national priority. Proponents

include everyone from first lady Michelle Obama11 to brands

like the NFL12 and Disney.13 We’re collectively challenging the

ingredients and sourcing behind our food, and pushing for

broader access and availability of healthy options for kids of

every income bracket.

So, change is happening, albeit slowly.

18

Parental brags are nothing new. Sure, there are

significantly more opportunities to gloat about our kids’

accomplishments, as we bury them under avalanches

of activities while the outlets for showing off have

expanded from soccer game sidelines to Facebook

updates, from wallet pictures to Instagram feeds.

As was the case with previous generations, today’s

parental peacocking is far more about the parents,

and shining a spotlight on their superlative child-rearing

skills, than they are about the kids’ good fortunes or

natural abilities.

Social one-upmanship aside, these behaviors

point to the historic pressures we place on younger

generations to outdo their predecessors. We assume

that with greater access to educational opportunities,

technology, and instructional resources, they are

destined to become more successful than we were.

And with Gen Z, that’s actually shaping up to be true –

but what’s remarkable is how they’re defining success.

Whereas most of us were conditioned to frame success

in terms of personal gain and upward socio-economic

mobility, Gen Z’ers see it in terms of self-actualization

and doing what you love.

Take 15-year-old Jacob Barnett1, the math and

astrophysics child prodigy, who is driven as much by

activism and altruism as he is by entrepreneurialism and

intellectualism. With his family, he runs Jacob’s Place,

a charity devoted to raising awareness and dispelling

myths about autism, a condition he was diagnosed

with when he was just two. Jacob has challenged

everyone from Einstein to therapists to educators, but

more importantly, he’s inspired other kids like him to

change the game: “instead of being the student of the

field, to be the field”2. To forget what they know and

what they’ve been taught, and to start thinking about

the things that they are passionate about.

Jacob’s philosophy, which is remarkably astute for

any age or IQ, is grounded in the idea that for today’s

youth, the transition from learning to thinking will allow

them to create something new and extraordinary out

of something they love and believe in. It supports the

broader Gen Z trend of using new technologies and

disruptive thinking – or what we’re calling edu-hacking

– to redefine roles and reshape the future of education.

I SEE SO MANY OF MY PEERS LOOKING TO EARN REAL-LIFE EXPERIENCE BEFORE COLLEGE. A COUPLE OF MY FRIENDS ARE CURRENTLY DOING INTERNSHIPS IN THE MEDICAL AND PHARMACEUTICAL ARENAS TO LEARN MORE ABOUT THEIR FUTURE MAJORS.

Nicole Desjarlais, 18Senior at Jupiter Community High School

CRISTINA PEDROZA

EDU-HACKING

19

There’s a common misconception, particularly as it relates to technology and media, that embracing the new means out with the old. While it’s true that Gen Z’ers have been wired since the womb, it’s important to note that they use technology as an integrator – not an isolator – of everything that’s happening in the world around them.

We know that Gen Z’ers are extremely visual3. Throughout their cognitive development they’ve been exposed to nearly endless streams of digital and physical information, and can absorb fairly complex concepts using visual blocks instead of traditional learning blocks.

making apprenticeships a mandatory component of their curriculum.

While it would be easy – and logical – to presume that Gen Z’ers are the most digitally dependent cohort to date, we cannot lose sight of the simple 1+1=3 math that happens when we bring the digital and physical environments together. It’s not a case of activating one or the other, but rather how they can be brought together to unlock new experiences.

Star Walk, a wildly popular star gazing app among kids, is adapting to Gen Z’s way of learning.

This technology opens up new galaxies, literally, by combining the sky above us with complex astronomical data. It’s just one example of how a multisensory approach to education incorporates digital and analog stimuli to create new and immersive learning experiences.

Leaning further into this trend of hands-on education is the recent resurgence of apprenticeship5 among Gen Z’ers. Today’s teens are actively seeking real-world training to complement what they learn in the classroom, giving them head start in their search for a vocation, and a competitive edge in their college applications. In fact, some progressive charter schools are going so far as to

DIGITALLY NATIVE DOESN'T MEAN ANALOG-PHOBIC

REMODELING EDUCATION INC.,ROLE REVERSAL & THE PERSONALIZATION OF SUBJECTS

Much has been made of the Freaky Friday role reversal between Gen Z’ers and their folks. Parents have become kidults, while children are becoming more parent-like. Following a similar pattern, the relationship between teachers and students has been flipped on its head, upending traditional educational roles.

Ethan Eirinberg, a 16-year-old Chicago native, was disappointed by the lack of coding classes available in his school. So he decided to start CreateHS6, a peer-to-peer platform that teaches coding languages in a fun and competitive way. With no formal instructors required, and low barriers to entry, he scaled this platform to global audiences. By identifying an unmet need in his own life, and recognizing that he could fill it himself,

THE TRADITIONAL SIT-DOWN LECTURE TYPE OF CLASS IS NOT NECESSARILY THE BEST WAY TO LEARN. MY STUDENTS ARE TEACHING THEMSELVES, AND I'M JUST THERE TO BE A FACILITATOR. THEY ENJOY THIS MORE BECAUSE THEY GET TO OWN THEIR KNOWLEDGE & THE CLASSROOM BECOMES MORE INTERACTIVE.

Stefanie Kawasaki, 35Math Professor at Palos Verdes Chadwick High School

20

>>>

Lucas Koehler, 12Goes to Manhattan Beach Middle School

THE EVOLUTION OF THE CLASSROOM

THEN

NOW

NEXT

TOOLS INTERACTIONMETHODS &

COMMUNICATION

BLACKBOARD TEXTBOOKS PHYSICAL LECTURES

LAPTOP TABLET PODCASTSEMAIL

MESSAGINGAPPS

THE CLOUD INTERACTIVE TRAINING

CROWDSOURCEDLEARNING

APP CODING

PROBLEMSOLVING

ONLINE SEARCH

VIRTUALLECTURES

MEMORIZATION FACE-TO-FACE

I'M PROBABLY MORE INTERESTED IN SCIENCE THAN MOST PEOPLE ARE, BUT I DON'T WANT TO WAIT UNTIL HIGH SCHOOL TO LEARN ABOUT PHYSICS, CHEMISTRY, MECHANICS, AND NANO-ENGINEERING. SINCE I DON'T SEE MY SCHOOL CHANGING THE CURRICULUM ANY TIME SOON, I'VE DISCUSSED WITH MY MOM DOING SOME HOME TUTORING ON THESE SUBJECTS.

21

CLASSROOM 2.0: THE GAMIFICATION OF LECTURE

Altogether, the experiences of Ethan, Logan, and many others like them, illustrate a paradigm shift in the roles children and adults play in education today. Parents, teachers, and mentors are now partners on more equal footing, while Gen Z students are accessing and sharing the universal classroom of life. And what’s most impressive is that they’re doing it on their terms.

It’s been widely acknowledged that immersive experiences can teach far more effectively than one-way monologues. But when it comes down to what qualifies as education versus entertainment, who’s to say what’s work and what’s play? Those of us who grew up with linear learning plans understood the fundamental differences between Oregon Trail and Commando; between Schoolhouse Rock and Looney Tunes. Today, it’s not so easy to delineate between them.

Video games, once the epitome of slackerdom, have become a valuable study-aid resource in today’s classrooms.10 The type of lateral problem-solving skills required to navigate maze-like game levels is actually something that teachers are capitalizing on to teach children math, reading, and even physics.

Ethan embodies the spirit of Gen Z’ers following their passions and transforming entrenched systems through a bottom-up approach.

There are many inspiring stories of Gen Z’ers like Ethan who are redefining the tenets of our educational institutions. Many of the close to 2 million7 kids in the U.S. who are currently homeschooled are actively choosing to self-direct their own curriculum, supplementing core subjects with non-traditional activities and passion points.

Take the story of skiing wunderkind Logan LaPlante. In his inspirational TED Talk,8 Logan illustrates how the concept of hackschooling9 was the best alternative for him to have a happy, healthy, and fulfilled life. He’s been homeschooled for more than three years now, and in his daily schooling he balances math and science schoolwork with the one thing that inspires him the most in life: skiing. His daily routine carves out alone time to do homework, class projects, and chores around the house, but it also includes adequate time for him to hone his downhill talents. In Logan’s eyes, and those of many of his peers, education can serve a hyper-personalized purpose if structured to the individual.

22

>>>

IMPLICATIONS FOR MARKETERSGen Z’ers are up for a challenge. They want to ask questions, and find ten different ways to answer each one of them. To capture, and more importantly, keep their attention, you’ll need to stoke their curiosity by being a little more complex than we typically give this age range credit for. Simply relying on archetypes, high-profile endorsements, or aspirational messaging will only go so far.

Offer them your brand as an open platform that can help them discover what they’re passionate about. Who cares if it changes on a monthly or even weekly basis? Let them use their personal interests to deconstruct your brand, products, and services; let them re-mix and personalize your story to fit their own vision of the world, and of themselves.

And finally, trust that Gen Z parents will appreciate those rare-but-exceptional brands that respect their kids’ intuitions and abilities. Those who act more like enablers on their kids’ journey than marketers exploiting their vulnerabilities – it will pay dividends down the line.

Gen Z’ers will value those who understand them early on and stick by them in the long run.

Look beneath the surface and Angry Birds is not a frivolous game, but rather an interactive lesson in the foundational laws of motion. Seemingly random patterns of gameplay actually facilitate the understanding of pulley systems; a concept that kids often struggle to comprehend through conventional teaching methods.

Likewise, Mine Wars and Guild 2 are popular games that teach kids the basics of team dynamics, self-discipline, focus, and ultimately, how to simplify complex challenges to achieve a simple goal.

We’re still a few years away from widespread adoption of video games as a mainstream tool in the classroom. But parental apprehension is melting away in the face of actual results; as more positive feedback, both anecdotal and quantifiable, is shared with the general public, adults will invariably feel more compelled to support these unconventional methods as both work and play.

24

25

WHITNEY ANDERSON

Fewer children are playing team sports.

The evidence? Combined participation

in the four most popular U.S. team sports

(football, basketball, soccer, and baseball)

fell 4% among 6 to 17-year-olds over the

past four years.1 This trend worries health

advocates who think kids are choosing to

fill their afternoons with Madden 2015 and

NBA 2K instead of real life football and

basketball. But video games and social

networks aren’t solely to blame for the

decline; it’s possible older generations’

approach to coaching may rub Gen Z the

wrong way.

Gen Z is self-reflective, curious, and seeks

meaning in almost everything they do.

Daily sports practices, where everyone is

demanded to perform the same tasks,

like wind sprints and weight lifting, doesn’t

fully align with their exploratory nature.

While older generations see the benefit

of individuals on a team being held to a

single standard, Gen Z’s values of flexibility

and freedom may be at odds with the

way some coaches run practice. A 2012

qualitative study of Gen Z’s perceptions

about what makes a good sports coach

found that the group highly values being

involved in team decision-making.2

Creating a more egalitarian rapport

between coaches and players may

be key to sustaining Gen Z’s interest in

traditional team sports. That and not

throwing chairs like Bobby Knight.

Other theories for the decline in team

sports participation include the growing

concern that concussions and other

contact sports can lead to permanent

injury. In 2012, Kurt Warner went on

record saying he wasn’t sure he’d want

his son to play football, and President

Obama echoed this sentiment in 2014

while watching a Miami Dolphins/

Carolina Panthers game. Obama told

the New Yorker, “I would not let my

[hypothetical] son play pro football.”3

Of course, the decline in team sports

participation could be cyclical or

connected to school program cut

backs, so it’s too soon to tell whether

this is a long-term trend worthy of

concern or if it’s a temporary blip. And

there’s always the possibility that some

team sports will recover, while others

will not. Marc Kligman, a sports agent

and a longtime youth baseball coach,

suspects baseball will gradually be

abandoned. He noted, “Baseball can

be a slow-moving game and doesn’t

have that fast, quick hit like basketball

and lacrosse. We’re a society that

has a much shorter attention span

than we used to. Today everything is

all Twitter and Facebook — fast and

instantaneous.”4

Today’s shorter attention spans may

also explain golf’s waning participation

numbers. The U.S. has lost 5 million

players over the last decade.5 A number

of initiatives are aimed at attracting

new players, including Hack Golf, a

group working to crowd source “radical

yet practical ideas to increase the fun

quotient in the game.” The organization

has collected 1,300 ideas so far which

range from eliminating dress codes to

creating a 15-inch hole. The latter idea

is actually gaining traction; the CEO

of TaylorMade Golf, Mark King, made

15-inch hole kits for 20 courses as part of

a beta program and forecasts that the

larger hole size will become mainstream

in five years.6 The lesson: in a world

that’s rapidly filling up with digital

natives, companies aren’t the only ones

who need to adapt or die. Sports and

sports marketing will likely need to do so

as well.

President Barack Obama

I WOULD NOT LET MY [HYPOTHETICAL] SON PLAY PRO FOOTBALL.

KIDS AGES 6-18 PARTICIPATING IN ORGANIZED SPORTS

BASEBALL

BASKETBALL

6.04

7.59

5.61

6.95

TACKLEFOOTBALL

2012

2008 3.26MILLION

3.08-5.4% -7.2%

SOCCER7.11

6.61-7.1% -8.3%

26

plu•ral•ist

n. Someone who believes that distinct ethnic or cultural

or religious groups can exist together in society.1

Black. White. Male. Female. Christian. Atheist. Muslim.

Buddhist. People. As the last American generation

with a Caucasian majority,2 Gen Z is ushering in a

new era of blended identities. Lines across race and

ethnicity, religious beliefs, gender, age, socio-economic

status, political persuasions, and sexual orientation are

collapsing at an accelerated rate.

Previous generations paved the way for the

transformation from mainstream acceptance – at least

philosophically – of different cultures and lifestyles, to

Gen Z’ers visceral need for practical inclusion of true

diversity in their communities. But, as behaviors catch up

with perceptions, today’s youth deserve the credit for

actively seeking out connections with other individuals in

their online and offline social circles.

While she’s not a Gen Z’er, activist Jane Elliot perfectly

articulates this sentiment in her statement:

“We don't need a melting pot in this country, folks.

We need a salad bowl. In a salad bowl, you put in the

different things. You want the vegetables - the lettuce, the

cucumbers, the onions, the green peppers - to maintain

their identity. You appreciate differences.”3

This convergence of inclusivity and individuality is the new

norm for Gen Z’ers: in school, at home, and eventually –

the workplace.4 And reflections of this shifting paradigm

can be found in everything from emerging pop culture

idols to changing gender roles, and modern relationships

to mass media and marketing.

GEN Z DIVERSITY

+BLURRED LINESNICOLE CASSESE

27

GENDER ROLES

THE DAYS OF THE NUCLEAR FAMILY ARE OVER

RELATIONSHIPS

The voices of a generation speak volumes for their

shared values. From the MTV vee-jays of yesteryear to

current-day sports heroes, diversity doesn’t just simply

refer to race. Today, Gen Z looks to people like the

outspoken, gay gossip blogger Perez Hilton, who is

now an advocate of the anti-bullying movement,7 and

the wildly popular Andrej Pejic, the male-born model

whose androgyny has given him the ability to model as

both male and female.8 Not only are the icons of this

generation more diverse than those of any prior, but so

too are their followers. Even Facebook has abolished the

simple male/female choice in its gender-identifiers; users

can now choose from 56 categories including bigender,

cisgender, and androgynous.9

POP CULTURE

>>>

Perceptions of responsibilities within the family unit, in

and out of the home, are reshaping the future of gender

dynamics. Women have not only caught up with men in

college attendance, but are now more likely to obtain

an undergraduate or graduate degree than their male

counterparts. Roles in the workplace are also shifting as

women now hold 51% of managerial and professional

jobs.5 Meanwhile, more men are taking paternity leave,

or choosing to step into the role of stay-at-home dad.

The influence that these blending roles and fluid family

environment have on Gen Z’ers will only strengthen their

embrace of plurality.

Gen Z has grown up watching the fight for marriage

equality. Same-sex marriage is now legal in 17 states,

and research shows that the majority of the country now

supports it.6 Television shows like Modern Family are the

epitome of what Gen Z has come to expect – families of

different races and sexual orientations, all living together

in functional dysfunction, just like everyone else. Celebrity

families, like Angelina Jolie and Brad Pitt, or Sandra Bullock,

are eschewing traditional domestic structures and paving

the way for a new familial calculus.

28

Marketers are already catching on to the values and

opinions of young Americans. From social media to

TV commercials, Gen Z standards are coming to life.

The biggest commercial day of the year, the Super

Bowl, saw the release of two incredibly controversial

commercials. One was Coca-Cola’s “It’s Beautiful”

ad,10 which featured people from all over the country

singing “America the Beautiful” in multiple languages

and featured two gay characters. The other was

Cheerios’ “Gracie” ad that featured an interracial

family, sending a message of families without

borders.11 Both ads drew negative commentary from

mostly-older crowds but inherently reflect the

changing landscape that Gen Z is shaping.

To capture and keep the attention of Gen Z’ers, brands

need to rely on empathy, rather than shock value. And

create connection points, rather than segmentation

strategies. It’s that proverbial “salad bowl” replacing the

“melting pot.”

In celebrating individuality over integration within the

context of community building, brands can demonstrate

an understanding of the new norm. Truly sharing Gen Z’s

values will lay the foundation for a conversation they’ll

be open to continuing for years to come.

MASS MEDIA& MARKETING

BRANDING IMPLICATIONS

29

Crushing old gender stereotypes generates excitement and

press. Goldieblox founder Debbie Sterling saw “Bob the Builder,

Bill Nye the Science Guy and all these other boy geniuses, but

wanted a role model, a strong character girls can relate to.”5

Her line of engineering toys with accompanying storybooks

went from Kickstarter to the shelves of Toys“R”Us in seven

months. She’s sold more than 100,000 toys, spurred in large part

by a viral ad parodying the “Princess Machine” using a remixed

version of the Beastie Boys’ tune “Girls” as the ad’s soundtrack.6

Looking beyond the toy category, there’s a rash of new fashion

brands creating unisex and stereotype-breaking clothing

options – including Veer, Charlie Boy, and Girls Will Be, a pink-

free clothing line for young women.7 Tom Ford has developed a

makeup line for men that many believe will appeal to Gen Z as

they come of age.8

George Mason University is joining a growing list of universities

offering gender-neutral housing.9 College-bound Gen Z’ers can

thank their Millennial predecessors for the expanded housing

options. Today, 149 U.S. college institutions allow gender-neutral

housing, a decision made in part by LGBT student groups’

lobbying efforts.10 By the time the youngest of the Gen Z cohort

is ready for college, they may find gender-based college

housing as antiquated as cassette tapes, answering machines,

and an all-pink toy aisle.

The typical Gen Z’er is likely to have a social circle that’s

more diverse than yours.1 This generation has grown up with

a bi-racial president, a beloved lesbian daytime talk show

host, the first openly gay NBA player, and the first openly gay

SEC Defensive Player of the Year. Given the range of diversity

they’ve observed – even experienced – firsthand, it should

come as no surprise that traditional gender roles seem passé,

even borderline insulting to them. Sure, Millennials have been

blazing this trail for a while now, upending entrenched gender

norms and openly expressing their individuality. But Gen Z’ers

will undoubtedly have a more nuanced concept of gender

than any previous generation.

Experts say kids from the Silent Generation were the most

gender-polarized.2 That is, until the 1960s, when they became

radicalized and rallied against the Stepford conceit. Toys

were de-genderized in the 60s, along with pronouns, but the

pendulum swung back in the early 2000s with the explosion

of the princess business. Mattel introduced its “World of Girl”

line of princess Barbie dolls in 2001, just as Disney made billions

by packaging nine of its female characters under a royal

collection.3

Today, we find ourselves at another turning point, and

marketers – even those who have traditionally relied on gender

targeting – should take to heart Gen Z’s desire for unisex

goods and services. Better to get ahead of the curve than be

pressured by organizations like Let Toys Be Toys – a consumer

group that campaigns for gender neutrality in toys – or being

called out on social media by a 13-year-old girl.4

WHITNEY ANDERSON

30

RESERVATIONSUNKNOWNGEN Z & THEIR NEW TRAVEL HABITS ALAN HUYNH

31

For Gen Z, exploration doesn’t require a

passport, a plane ticket, or even the open

road. And the rite of passage to adolescent

freedom doesn’t come with a driver’s license

and first set of wheels – but rather with the

5-inch window to the world in their pockets –

their first smartphone.1

As the most connected generation to date,2

it should come as no surprise that Gen Z has

embraced the smartphone as a portal to

connect with anyone, anywhere, anytime,

and all without having to get off the couch.

What’s interesting is how they’re starting to use

it to get off that proverbial couch and unleash

their inner Walter Mitty.

Through the lens of new media, Gen Z’ers

have experienced the vast curiosities of

the world at an early age: they saw Felix

Baumgartner skydive from the stratosphere,

learned about genocide in Uganda from

KONY 2012, and watched their idols take

selfies while backpacking in Machu Picchu.

This early exposure has accelerated their

appetite for discovery at a much broader

scale, much sooner than any prior generation.

And with so many new tools like Hipmunk,

Kayak, and AirBnB, which greatly reduce

the cost of travel, Gen Z faces fewer

barriers to international travel.3

They’re using apps to plan and socialize

their travels, creating travel boards with

one another on Pinterest, researching

destinations on Reddit, bookmarking

travel articles with Delicious,4 and, of

course, sharing their adventures with the

world on Instagram.

THIS GROUP IS GROWING UP FASTER, MORE CONNECTED, AND MORE CURIOUS THAN ANY PRIOR GENERATION.

They want to explore and travel and share

every single moment of it. If marketers can

capitalize on this generation's thirst for

adventure early on, they’ll win some serious

brand advocates who’ll take them along

on Z-style escapades for years to come.

32

SOCIAL MEDIA:THE NEW

PLAYGROUNDAs a Millennial, I’ve always lableled my generation as “digital natives,” but let’s

face it – we’re nowhere near as tech-savvy as the generation following us.

Gen Z was essentially born digital. Think about it: by the time Gen Z’ers are

walking and talking, there are upwards of 1,000 pictures of them on social media

(courtesy of their doting parents, of course). They are learning to read and write

on tablets, listening to music on smartphones, and watching TV on demand.

By the time they’re eight years old, they’re using Instagram, interacting with

their friends on Snapchat, and playing in virtual worlds. Are they the new Silent

Generation? One that would rather text than talk on the phone, stay inside than

go outside, and consider summer camp a punishment?

Some experts are calling Gen Z the most isolated generation. With the majority of

their lives taking place online as opposed to IRL (in real life), are their social skills

and development negatively impacted? Are our kids being dehumanized?

Maybe it’s a contrarian point of view, but we would have to say no. Gen Z is the

most connected generation to date, and social media has carved out a whole

new set of rules that’s changing the way they interact. When you strip away the

platforms, text lingo and virtual landscapes, these teens are still exhibiting the

same behaviors and learning the same lessons Millennials have – it’s just

happening in a different forum.

Let’s consider “friendship unbound,” a key trend Iconoculture sees emerging from

Gen Z’s access to social media. Unlike their predecessors, this generation has the

JASMEET GILL

THEY'RE INARGUABLY THE MOST CONNECTED GENERATION TO DATE

>>>

34

35

unique ability to make and maintain

relationships solely online, on both a local and

global level. Kids are being looped into play

dates via FaceTime, becoming best friends with

their counterparts halfway across the world, and

balancing virtual and IRL play without thinking

twice. Despite all the new tools and apps

that allow you to do everything, from sending

vanishing photos to posting anonymously, there

has been no fundamental change in the way

that kids are forming and maintaining their

friendships today. If anything, it’s helping them

forge deeper connections with their friends,

faster. And it’s not just about connecting with

their peers. Thanks to social media, Gen Z is

now also closer with their Boomer and Gen X

grandparents who may live across the country.1

While they’re developing social connections

more quickly, they’re also hitting traditional

teen milestones more quickly than Millennials

did, a phenomenon dubbed Kids Getting

Older Younger (KGOY.) Many Gen Z’ers are

having their first kiss, date, and even bullying

encounter online, in a virtual world or via social

media. In a way, kids aren’t really permitted the

luxury to be “kids” for too long. They’re blazing

through childhood because of their constant

connectivity, and entering adulthood at a much

earlier age.2

With this whole new vector of play comes Gen

Z’s ability to discover and test platforms and

media that fits their lives. The channels we’re

all familiar with today – Facebook, Twitter,

Instagram and even Snapchat – were designed

by Millennials for Millennials. But Gen Z is

generating and adopting new platforms to

meet their growing needs, gravitating toward

the ephemeral and anonymous. Whisper is a

platform that permits you to “be yourself and

stay anonymous” by allowing users to post

thoughts and secrets online without attaching

your name. Secret functions in a similar manner,

but only allows users to post anonymously within

their friend network. These anti-Facebook

networks are gaining a loyal Gen Z following:

Whisper has over 3.5 billion views a month and

more than 20 posts per second during certain

peak hours.3

Along with this desire for anonymity comes

mindfulness about public image. Gen Z has seen

their Millennial brothers and sisters suffer for hasty

Facebook posts and inappropriate tweets, and

they know that posting online is done with a

Sharpie. As a result, they’re not only predisposed

to use ephemeral/temporary forms of digital

communication, but they’re also generally

more conscious of what they’re posting and

where. Surprisingly, this always-connected digital

generation is also mindful to unplug every so

often, in an effort to maintain and improve both

their physical and mental health.4

For Gen Z, and all the generations to follow,

access to advanced technology is speeding up

their lives, allowing them to learn, discover, and

create at much younger ages.

They’re on a quest to find like-minded peers, and

searching for acceptance into niche subcultures

that are focused on celebrating similarities as

opposed to pointing out differences.5

MANY ARE HAVING THEIR FIRST KISS, DATE, AND EVEN BULLYING ENCOUNTER ONLINE & IN A VIRTUAL WORLD.

35

ACCESS TO ADVANCED TECHNOLOGY IS SPEEDING UP THEIR LIVES & ALLOWING

THEM TO LEARN, DISCOVER, AND CREATE AT MUCH YOUNGER AGES.

Yet despite the fact that this young,

impressionable generation is choosing to make

friends, learn skills, and communicate more

online as opposed to IRL, the fundamental

behavior of playing and forming social skills

is essentially the same. “Being grounded”

probably means no Facebook, and social

media may be the new “mall,” but this

generation is developing no differently than

mine. They’re choosing to utilize social media

because the opportunities are endless, allowing

for connections on a global basis. But they

know when to unplug, and they’re mindful of

what they post. That’s a lot further than my

generation got at this age.

So while some are raising a red flag with Gen Z’s

addiction to social media, we say, eh, let them

play. It’s the same playground we grew up on –

just in another location.

36

In 2014, the last Millennial will turn 18.1 Now that

Gen Y sits firmly in the 18-34 demographic, marketers

should brace themselves for the emergence of

the next wave of consumers. Gen Z’s estimated

buying power of nearly $7 billion2 has them perfectly

positioned to influence every aspect of youth-

targeted business and consumption in the very near

future.

So, they’ll have money to burn. But the kicker is

that they’re less brand loyal than any previous

generation, especially Gen Y. This new mentality

will require a new marketing model that begs the

question: how do you not only catch their attention,

but then also hold it?

Gen Z has grown up in a world where innovation isn’t

exciting and admired, it’s expected. According to

Mashable‘s Kathy Savitt,3 “Companies that expect

Generation Z to be loyal based on a carefully

crafted brand image and marketing message will

find that their effort is wasted. Generation Z simply

doesn’t buy it. Instead, the product itself is what’s

important, regardless of marketing campaigns.”

JAY MATTINGLY

GEN Z: A NEW MOVING TARGET

37

Brandy Melville is a great example of a commitment

to the product – not an artificial marketing message.

With a clear aesthetic, a California-cool identity, and

one-size-fits-all clothing, Brandy Melville has gained cult

status with Gen Z’ers. C==helsea Moore, former Co-

Director of PR for Brandy Melville, gained over 1 million

Instagram followers with simple photography and a

modest budget. “The products do the storytelling for us –

they are such a clear manifestation of who we are as a

brand. We don’t push product, we present a lifestyle.”

Similarly, take jewelry company Alex and Ani, creator

of simple, sleek bangles with dangling charms. Their

grassroots approach made them a hit with teens and

tweens4 (their 2012 sales were nearly $81 million)5 and

their products speak for themselves. They offer charms

that accentuate the wearer’s personality – from their

favorite animal, to their initials, to their favorite sports

team – allowing for an authentic piece of jewelry. Not to

mention, their products are affordable and eco-friendly.

With Gen Z, the best product wins. Brands must focus on

developing the latest and greatest, being first to market,

and giving this group of practical purchasers a real reason

to listen. What’s now is irrelevant. What’s next is paramount.

Earning the attention (and $$$) of Gen Z will require

marketers to step up their game in almost every way.

But investing in the Gen Z connection now will lead to

relationships that’ll pay dividends later.

COMPANIES THAT EXPECT GENERATION Z TO BE LOYAL BASED ON A CAREFULLY CRAFTED BRAND IMAGE & MARKETING MESSAGE WILL FIND THAT THEIR EFFORT IS WASTED.KATHY SAVITT, MASHABLE

38

THE WAKE UP

TEAMSEAN MCNAMARACHIEF STRATEGY OFFICER10RAJAT GUPTA

ART DIRECTOR6WHITNEY ANDERSONDIRECTOR OF STRATEGY2

CRISTINA PEDROZASENIOR BUSINESS & BRAND ANALYST11ALAN HUYNH

JUNIOR ANALYST7NICOLE CASSESEPROOFREADER3

ALBERT PRANNOJUNIOR DESIGNER12SABENA SURIJUNIOR STRATEGIST13

JAY MATTINGLYSENIOR ACCOUNT EXECUTIVE8DEVIN DESJARLAIS

PUBLIC RELATIONS MANAGER4HOLLY MCGALLIARDPROJECT MANAGER9JASMEET GILL

BRAND STRATEGIST5MORGAN ACEINOSENIOR BRAND STRATEGIST1

39

1

2

3

5

4

6

78

9

10

11

12

13

40

FOOTNOTESGROWING UP1. Anatole, Emily. "Generation Z: Rebels

with a Cause." Forbes. N.p., 28 May 2013. Web. 20 Mar. 2014. <http://www.forbes.com/sites/onmarket-ing/2013/05/28/generation-z-rebels-with-a-cause/>.

2. Lee Yohn, Denise. "Don't Forget Gen Z." QSR Magazine. N.p., Aug. 2013. Web. 2 Mar. 2014. <http://www.qsrmagazine.com/denise-lee-yohn/don-t-forget-gen-z>.

3. The Intelligence Group. Cassandra Report Z: The Next Generation. N.p.: Cassandra Report, 2013.


5. Palley, Will. "Data Point: JWT Survey Finds Mixed Feelings about Social Networks among Gen Z Parents." JWT Intelligence. N.p., 4 May 2012. Web. 1 Mar. 2014. <http://www.jwtintelligence.com/2012/05/ jwt-survey-finds-mixed-feelings-so-cial-networks-gen-parents/#axzz2va-Ocj926>.


7. Nancy. "Insights into Today's Young-est Generation, Gen Z." Getting Gen Z. N.p., 17 Sept. 2013. Web. 6 Mar. 2014. <http://gettinggenz.com/2013/09/17/ cyberbullying-so-cial-media-needs-to-take-social-re-sponsibility/>.


9. Larson, Eric. "How 'Slacktive' Is Gen Y? [STUDY]." Mashable. N.p., 24 Oct. 2012. Web. 2 Mar. 2014. <http://mashable.com/2012/10/24/slacktiv-ism-generation-y/>.

10. Gen Z Says. "Gen Z's Deep Family Values." Gen Z Says. N.p., 28 Jan. 2014. Web. 25 Mar. 2014. <http://genzsays.com/gen-zs-deep-family-values/>.



13. Tulgan, Bruce. "Column: High-Main-tenance Generation Z Heads to Work." USA Today. N.p., 26 June 2012. Web. 15 Mar. 2014. <http://usatoday30.usatoday.com/news/opinion/forum/story/2012-06-27/gen-eration-z-work-millenials-social-me-dia-graduates/55845098/1>.


15. Schawbel, Dan. "Why 'Gen Z' May Be More Entrepreneurial than 'Gen Y.'" Entrepreneur. N.p., 3 Feb. 2014. Web. 1 Mar. 2014. <http://www.entrepre-neur.com/article/231048>.

16. Richtel, Matt. "The Youngest Technorati." The New York Times. N.p., 8 Mar. 2014. Web. 25 Mar. 2014. <http://www.nytimes.com/2014/03/09/technology/the-youngest-technorati.html?_r=0>.


18. Schawbel, Dan. "Why 'Gen Z' May Be More Entrepreneurial than 'Gen Y.'" Entrepreneur. N.p., 3 Feb. 2014. Web. 1 Mar. 2014. <http://www.entrepre-neur.com/article/231048>.


20. UMR Research. Generation Z: Insights into the Lifestyles and Aspirations of Young Australians. N.p.: VISA, 2012. Print.

21. Anatole, Emily. "Generation Z: Rebels with a Cause." Forbes. N.p., 28 May 2013. Web. 20 Mar. 2014. <http://www.forbes.com/sites/onmarket-ing/2013/05/28/generation-z-rebels-with-a-cause/>.

22. TD Ameritrade Holding Corporation. "How Old Is Too Old to Be Living with Parents? Gen Z Says Age 28+ Would Be Embarrassing." Yahoo! Finance. N.p., 26 June 2013. Web. 1 Mar. 2014. <http://finance.yahoo.com/news/old-too-old-living-parents-120000673.html>.

23. Everett-Haynes, La Monica. "Trending Now: Generation Z." University of Ar-izona News. N.p., 8 Nov. 2013. Web. 29 Mar. 2014. <http://uanews.org/blog/trending-now-generation-z>.


25. Alter, Charlotte. "Oversharenting Victims Rebel: The Quest for Online Anonymity." Time. N.p., 17 Jan. 2014. Web. 19 Mar. 2014. <http://time.com/2018/ oversharenting-vic-tims-rebel-the-quest-for-online-ano-nymity/>.


27. Malcolm, Hadley. "Generation Z Worries about Paying for College, Getting a Job." USA Today. N.p., 20 June 2012. Web. 3 Mar. 2014. <http://

usatoday30.usatoday.com/money/perfi/basics/story/ 2012-06-19/gener-ation-z-financial-habits/55694102/1>



30. JWT. "Gen Z: Digital in Their DNA." JWT Intelligence. N.p., n.d. Web. 17 Mar. 2014. <http://www.jwtintelligence.com/wp-content/uploads/2012/04/F_INTERNAL_Gen_Z_0418122.pdf>.

31. "Generation Z Challenges." NC State University: Institute for Emerging Issues. N.p., n.d. Web. 17 Mar. 2014. <http://iei.ncsu.edu/emerging-issues/ongoing-programs/generation-z/ generation-z-challenges/>.

32. "Teens Fact Sheet." PewResearch. PewResearch Internet Project, n.d. Web. 16 Mar. 2014. <http://www.pewinternet.org/fact-sheets/teens-fact-sheet/>.

33. “Teens Fact Sheet.” PewResearch. PewResearch Internet Project, n.d. Web. 16 Mar. 2014. <http://www.pewinternet.org/fact-sheets/teens-fact-sheet/>.

34. “Teens Fact Sheet.” PewResearch. PewResearch Internet Project, n.d. Web. 16 Mar. 2014. <http://www.pewinternet.org/fact-sheets/teens-fact-sheet/>.




38. Malcolm, Hadley. "Generation Z Worries about Paying for College, Getting a Job." USA Today. N.p., 20 June 2012. Web. 3 Mar. 2014. <http://usatoday30.usatoday.com/money/perfi/basics/story/ 2012-06-19/generation-z-financial-habits/55694102/1>.

39. Speculated through research and Anatole, Emily. "Generation Z: Rebels with a Cause." Forbes. N.p., 28 May 2013. Web. 20 Mar. 2014. <http://www.forbes.com/sites/onmarketing/2013/05/28/generation-z-rebels-with-a-cause/>.

40. Anatole, Emily. "Generation Z: Rebels with a Cause." Forbes. N.p., 28 May 2013. Web. 20 Mar. 2014. <http://www.forbes.com/sites/onmarketing/2013/05/28/generation-z-rebels-with-a-cause/>.

41

THOUGHT LEADERSHIP1. Tucker, Abigail. "Jack Andraka, the

Teen Prodigy of Pancreatic Cancer." Smithsonian.com. N.p., Dec. 2012. Web. 1 May 2014. <http://www.smithsonianmag.com/science-nature/ jack-andraka-the-teen-prodigy-of-pancreatic-cancer-135925809/?no-ist>.

2. Deogriikar, Anjelika. "Celebrating “Open Science” Champions of Change at the White House." White-House.gov. Office of Science and Technology Policy, 21 June 2013. Web. 1 May 2014. <http://www.whitehouse.gov/blog/2013/06/21/ celebrating-open-science-champi-ons-change-white-house>.

3. Cha, Ariana Eunjung. "Jack An-draka, Maryland’s Boy Wonder, on Mean Scientists, Homecoming and Tricorders." The Washington Post. N.p., n.d. Web. 1 May 2014. <http://www.washingtonpost.com/ national/health-science/ jack-andraka-marylands-boy-won-der-on-mean-scientists-homecom-ing-and-tricorders/2013/12/02/e15606be-4173-11e3-a624-41d661b0bb78_story.html>.

4. Borel, Brooke. "The High Schooler Who Invented a Promising Test for Pancreatic Cancer: A Q&A with ‘Teenage Optimist’." Ted.com. N.p., 11 July 2013. Web. 1 May 2014. <http://blog.ted.com/2013/07/11/ the-high-schooler-who-invented-a-promising-test-for-pancreatic-can-cer-a-qa-with-teenage-optimist-jack-andraka/>.

5. Borel, Brooke. "The High Schooler Who Invented a Promising Test for Pancreatic Cancer: A Q&A with ‘Teenage Optimist’." Ted.com. N.p., 11 July 2013. Web. 1 May 2014. <http://blog.ted.com/2013/07/11/ the-high-schooler-who-invented-a-promising-test-for-pancreatic-can-cer-a-qa-with-teenage-optimist-jack-andraka/>.

6. "Pancreatic Cancer Test Wins Intel ISEF Gordon E. Moore Award." Intel. N.p., n.d. Web. 1 May 2014. <http://www.intel.com/content/www/us/en/corporate-responsibility/ jack-andra-ka-reacts-to-award-video.html>.

7. Jack Andraka. The Colbert Report. N.p., n.d. Web. 8 May 2014. <http://www.colbertnation.com/ the-colbert-report-videos/430096/october-30-2013/jack-andraka>.

8. Lampard, Andrew. "Teen Invents Flashlight That Could Change the World." Yahoo! News. N.p., 24 Feb. 2014. Web. 1 May 2014. <http://news.yahoo.com/blogs/this-could-be-big-abc-news/ teen-invents-flashlight-could-change-world-182121097.html>.

9. Restauri, Denise. "How Desperate Is Mattel to Make SI Swimsuit Barbie a Sex Object for Men?" Forbes. N.p., n.d. Web. 1 May 2014. <http://www.forbes.com/sites/deniserestauri/2014/ 02/17/how-desperate-is-mattel-to-make-si-swimsuit-barbie-a-sex-object-for-men/>.

10. Wood, Stacy. "Generation Z as Consumers: Trends and Innovation." Institute for Emerging Issues. NC State University, n.d. Web. 8 May 2014. <http://iei.ncsu.edu/wp-content/uploads/2013/01/ GenZConsumers.pdf>.

ENTERTAINING1. Sparks, Kira. "Four Realities about

Generation Z (And Four Ways Brands Can Adapt)." Shoutlet. N.p., 1 Aug. 2013. Web. 6 Mar. 2014. <http://www.shoutlet.com/blog/2013/08/ four-realities-about-generation-z-and-four-ways-brands-can-adapt/>.

2. Anatole, Emily. "Generation Z: Rebels with a Cause." Forbes. N.p., 28 May 2013. Web. 20 Mar. 2014. <http://www.forbes.com/sites/onmarketing/2013/05/28/generation-z-rebels-with-a-cause/>.

3. "The Vampire Diaries." Wikpedia. N.p., n.d. Web. 1 Mar. 2014. <http://en.wikipedia.org/wiki/ The_Vampire_Diaries>.

4. The Intelligence Group. Cassandra Report Z: The Next Generation. N.p.: Cassandra Report, 2013. Print. P. 180-181.

5. Glomsten, Madeline. "Generation Z Rules the World." Envisage International. N.p., 8 Aug. 2013. Web. 16 Mar. 2014. <http://www.envisageinternational.com/blog/2013/08/ generation-z-rules-the-world/#.U2Ajza1dUht>. and Stanley, T.L. "Meet 12 of the Biggest Young Stars on YouTube." Adweek. N.p., 9 Mar. 2014. Web. 18 Mar. 2014. <http://www.adweek.com/news/television/ meet-12-biggest-kids-stars-youtube-156180>.

YOUNG MOOLAH1. "Gen Z Shuns Credit Cards."

LearnVest. N.p., n.d. Web. 11 Mar. 2014. <http://www.learnvest.com/2013/07/gen-z-moving-away-from-credit-cards/>.

2. "Immigrants Baffled by US Debt Culture | Voices of NY." Voices of NY. N.p., n.d. Web. 12 Mar. 2014. <http://www.voicesofny.org/2012/10/immigrants-baffled-by-us-debt-culture/>.

3. "Why Young Americans." Young Americans Center. N.p., n.d. Web. 11 Mar. 2014. <http://yacenter.org/about-us/>.

4. "Tri-Valley Bank offers student entrepreneur competition." Iowa Bankers Association. N.p., n.d. Web. 11 Mar. 2014. <http://focusonfinancialed.com/2013/12/23/tri-valley-bank-offers-student-entrepreneur-competition/>.

5. "Thiel Fellowship." Thiel Fellowship. N.p., n.d. Web. 11 Mar. 2014. <http://www.thielfellowship.org/>.

6. "Quick LinksClose X." TD Ameritrade. N.p., n.d. Web. 11 Mar. 2014. <http://www.amtd.com/newsroom/research-and-story-ideas/research-and-story-ideas-details/2013/2013-Gen-Z-Survey-How-Old-is-Too-Old-to-Be-Living-With-Parents-Gen-Z-Says-Age-28-Would-Be-Embarrassing/default.aspx>.

7. "VISA SUPPORTS MONEYSMART WEEK."Visa Viewpoints Australia RSS. N.p., n.d. Web. 11 Mar. 2014. <http://australia.blog.visa.com/tag/generation-z/>.

8. "Resources." T Rowe Price Family Financial Education Media Kit. N.p., n.d. Web. 11 Mar. 2014. <http://media.moneyconfidentkids.com/resources/2013-parents-kids-and-money-survey-results-summary/>.

ADOLESCENT APPETITES

42

1. MRI2. Iconoculture Advisory Brief: Gen We:

Food and Food Messaging3. McKay, Holly. "Kids Cooking Com-

petitions: Darling or Dangerous?" Fox News. N.p., 10 Oct. 2013. Web. 1 Mar. 2014. <http://www.foxnews.com/entertainment/2013/10/10/ kids-cooking-competitions-dar-ling-or-dangerous/>.

4. Chiarello-Ebner, Kaylynn. "Keeping up with Gen Y and Gen Z." Whole Foods Magazine. N.p., Sept. 2009. Web. 1 Mar. 2014. <http://www.wholefoodsmagazine.com/columns/editorial/ keeping-gen-y-and-gen-z>.

5. Revelli, Stefania. "Hyatt’s New Restaurant Menu Is for Kids by Kids." Iconocuture Consumer Insights. N.p., 13 Aug. 2012. Web. 1 Mar. 2014. <https://www.iconoculture.com/SMART/Content/ View.aspx?Conten-tID=349887>.

6. "Chobani to Expand Offerings amid Competition." ClickOn Detroit. N.p., 18 Apr. 2014. Web. 23 Apr. 2014. <http://www.clickondetroit.com/life-style/food/ chobani-to-expand-offer-ings-amid-competition/25552050>.

7. McCaffrey, Megan. "9 Restaurants with Gourmet Children's Menus." Lohud. N.p., 1 Apr. 2014. Web. 6 Apr. 2014. <http://www.lohud.com/story/life/food/restaurants/2014/04/01/ restaurants-kid-friendly-dining-west-chester-rockland/7174339/>.

8. Trauth, Erin. "U.S. Teens Want More Organic Food Choices." One Green Planet. N.p., 18 Feb. 2014. Web. 1 Mar. 2014. <http://www.onegreen-planet.org/news/ u-s-teens-want-more-organic-food-choices/>.

9. MRI10. Institute for Emerging Issues. What's

Next for Gen Z? N.p.: n.p., 2013. Print. 11. Sifferlin, Alexandra. "Why Michelle

Obama Went after Junk Food Ads." Time Healthland. N.p., 24 Feb.

1. Mosbergen, Dominique. "Jacob Barnett, 14-Year-Old With Asperg-er's Syndrome, May Be Smarter Than Einstein." The Huffington Post. The-HuffingtonPost.com, 11 May 2013. Web. 10 Mar. 2014. <http://www.huffingtonpost.com/2013/05/11/jacob-barnett-autistic-14-year-old-nobel-prize_n_3254920.html>.

2. TEDXTeen. Forget what you know: Jacob Barnett. YouTube. Web. 09 Apr. 2012.

3. Renfro, Adam. "Z-enders Game."

1. Wallerson, Ryan. "Youth Participa-tion Weakens in Basketball, Foot-ball, Baseball, Soccer." Wall Street Journal. Dow Jones and Company, Inc., 31 Jan. 2014. Web. 8 May 2014. <http://online.wsj.com/news/arti-cles/SB10001424052702303519404579350892629229918>.

2. Parker, Krisha, and Daniel R. Czech. "The Preferred Coaching Styles of Generation Z Athletes: A Qualitative Study." International Sport Coaching Journal 5.2 (2012): n. pag. Print.

3. Bruno, Barbara. "NFL Concussion Lawsuit's Ripple Effect: Should the Young People in Your Life Play Sports?" Huffington Post. The Huffing-ton Post, 9 Sept. 2013. Web. 8 May 2014. <http://www.huffingtonpost.com/barbara-bruno/nfl-concus-sion-lawsuits-r_b_3979336.html>.

4. Yellin, Deena. "North Jersey youth baseball leagues find fewer kids on

deck - See more at: http://www.northjersey.com/sports/north-jer-sey-youth-baseball-leagues-find-fewer-kids-on-deck-1.735797#st-hash.cH14F6WP.jVp1FrWz.dpuf." NorthJersey.com. North Jersey Media Group, 9 Mar. 2014. Web. 8 May 2014. <http://www.northjersey.com/sports/ north-jersey-youth-baseball-leagues-find-fewer-kids-on-deck-1.735797>.

5. "Decline in Golfers Around the World — What’s the Cause and What can be Done about it?" Striker Golf GPS. Strike Golf GPS LLC, 17 Mar. 2014. Web. 8 May 2014. <http://www.strikergolfgps.com/decline-in-golfers-around-the-world-whats-the-cause-and-what-can-be-done-about-it/>.

6. Sens, Josh. "Could a 15-Inch Hole Be the Answer to Golf's Growth Problem? TaylorMade CEO Mark King Says It's Time to Find out." Golf.com. N.p., 15 Apr. 2014. Web. 1 May 2014. <http://www.golf.com/tour-and-news/ hack-golf-aims-grow-game-taylormade-sponsored-brainstorm-session>.

EDU-HACKING

TAKING THEIR BALL

DIVERSITY

Getting Smart Zenders Game Com-ments. N.p., 13 Nov. 2013. Web. 10 Mar. 2014. <http://gettingsmart.com/2013/11/z-enders-game/>.

4. Russell, Kyle. "The 9 Best IPad Apps For Your Kids." Business Insider. Business Insider, Inc, 08 Nov. 2013. Web. 10 Mar. 2014. <http://www.businessinsider.com/the-best-ipad-apps-for-kids-2013-11?op=1>.

5. Willis Aronowitz, Nona. "The Interns Are Getting Younger: High School-ers Hit the Workplace." NBC News. N.p., 10 Mar. 2014. Web. 11 Mar. 2014. <http://www.nbcnews.com/news/education/interns-are-get-ting-younger-high-schoolers-hit-workplace-n45146>

6. "Cassandra Daily." Access Code. N.p., 6 Jan. 2014. Web. 10 Mar. 2014. <http://cassandradaily.com/tech/access-code/>.

7. Sparks, Sarah D.. "Blog Ed Week." Education Week. NCES Releases Details on Homeschooling, 30 Aug. 2013. Web. 11 Mar. 2014. <http://blogs.edweek.org/edweek/in-side-school-research/2013/08/nces_releases_details_on_homes.html>.

8. "Hackschooling Makes Me Happy: Logan LaPlante at TEDxUniversi-tyofNevada." YouTube. YouTube, 12 Feb. 2013. Web. 11 Mar. 2014. <https://www.youtube.com/watch?v=h11u3vtcpaY#t=208>.

9. Laplante, Logan. "Be You." Be You. N.p., n.d. Web. 11 Mar. 2014. <http://redefineschool.com/lo-gan-laplante-hacking-school/>.

10. Banchero, Stephanie. "Now Teach-ers Encourage omputer Games in Class." The Wall Street Journal. Dow Jones & Company, 08 Oct. 2013. Web. 11 Mar. 2014. <http://online.wsj.com/news/articles/SB10001424127887324665604579081030943142894>.

43

1. The Free Dictionary. N.p., n.d. Web. 9 May 2014. <http://www.thefreed-ictionary.com/pluralist>.

2. Magid Generational Strategies. "The First Generation of the Twenty-First Century." Magid. N.p., n.d. Web. 18 Mar. 2014. <http://magid.com/sites/default/files/pdf/ MagidPlural-istGenerationWhitepaper.pdf>.

3. Brainy Quote. N.p., n.d. Web. 16 Mar. 2014. <http://www.brainy-quote.com/quotes/quotes/j/ janeelliot193942.html>.

4. David. "Getting Ready for Gen-eration Z." Impact International. N.p., 13 Feb. 2012. Web. 3 Mar. 2014. <http://www.impactint-ernational.com/blog/2012/02/getting-ready-generation-z#axzz-2thQUgXCy)>.

5. Magid Generational Strategies. "The First Generation of the Twenty-First Century." Magid. N.p., n.d. Web. 18 Mar. 2014. <http://magid.com/sites/default/files/pdf/MagidPlural-istGenerationWhitepaper.pdf>.

6. Craighill, Peyton M., and Scott Clement. "Support for Same-Sex Marriage Hits New High; Half Say Constitution Guarantees Right." Washington Post. N.p., 4 Mar. 2014. Web. 16 Mar. 2014. <http://www.washingtonpost.com/politics/ support-for-same-sex-marriage-hits-new-high-half-say-constitution-guar-antees-right/2014/03/04/ f737e87e-a3e5-11e3-a5fa-55f0c77bf39c_story.html>.

7. Dinh, James. "Perez Hilton Vows to Stop Bullying Celebs on 'Ellen.'" MTV News. N.p., 13 Mar. 2010. Web. 20 Mar. 2014. <http://www.mtv.com/news/articles/1649894/ perez-hilton-vows-stop-bullying-celebs-on-ellen.jhtml>.

2014. Web. 1 Mar. 2014. <http://healthland.time.com/2014/02/25/ what-food-marketing-chang-es-means-for-health/#ixzz2uScbw-FC2>.

12. Anderson, Lane. “Obesity down for American Teens, except in Low-in-come Families.” Deseret News. N.p., 2 Feb. 2014. Web. 10 Mar. 2014. <http://www.deseretnews.com/article/865595460/ Obesity-down-for-American-teens-except-in-low-income-families.html?pg=all#w0oI-HtChcXXRzEJZ.99>.

13. Sifferlin, Alexandra. “Why Michelle Obama Went after Junk Food Ads.” Time Healthland. N.p., 24 Feb. 2014. Web. 1 Mar. 2014. <http://healthland.time.com/2014/02/25/ what-food-marketing-chang-es-means-for-health/#ixzz2uScbw-FC2>.


15. Webber, Liz. “Gen Y Flaky on Vegetarianism, Gen Z More Committed.” Supermarket News. N.p., 2 Jan. 2013. Web. 5 Apr. 2014. <http://supermarketnews.com/blog/ gen-y-flaky-vegetari-anism-gen-z-more-committed#ix-zz2zYaMYCGR>.

16. Tavernise, Sabrina. “Obesity Rate for Young Children Plummets 43% in a Decade.” The New York Times. N.p., 24 Feb. 2014. Web. 1 Apr. 2014. <http://www.nytimes.com/2014/02/26/health/ obesity-rate-for-young-children-plummets-43-in-a-decade.html?_r=0>.

17. Aubrey, Allison. “How Caffeinat-ed Are Our Kids? Coffee Con-sumption Jumps.” NPR.org. N.p., 11 Feb. 2014. Web. 1 May 2014. <http://www.npr.org/blogs/the-salt/2014/02/10/274799765/ how-caffeinated-are-our-kids-cdc-finds-coffee-consumption-jumps>.

18. “All across America, Teens Are Demanding Organic.” Organic Connections. N.p., n.d. Web. 8 Apr. 2014. <http://organicconnectmag.com/across-america-teens-de-manding-organic/#.U1W7Iq1dVgT>.

8. Ad Campaign." Fashionista. N.p., 12 Feb. 2014. Web. 10 Mar. 2014. <http://fashionista.com/2014/02/ androgynous-model-andrej-pejic-is-back-in-new-ad-campaign/>.

9. Hamburger, Ellis. "Facebook Moves beyond 'Male' and 'Female' with Custom Gender Options." The Verge. N.p., 13 Feb. 2014. Web. 16 Mar. 2014. <http://www.theverge.com/2014/2/13/5408722/ face-book-new-gender-options-male-fe-male-other-lgbt>.

10. Vega, Cecilia, and Matt Knox. "Coke Defiantly to Air Longer Ver-sion of ‘America the Beautiful’ Ad." ABC News. N.p., 7 Feb. 2014. Web. 18 Mar. 2014. <http://abcnews.go.com/blogs/business/ 2014/02/coke-defiantly-to-air-longer-version-of-america-the-beautiful-ad/>.

11. Nudd, Tim. "Ad of the Day: Cheerios Brings Back Its Famous Interra-cial Family for the Super Bowl." AdWeek. N.p., 29 Jan. 2014. Web. 1 Mar. 2014. <http://www.adweek.com/news/advertising-branding/ ad-day-cheerios-brings-back-its-fa-mous-interracial-family-su-per-bowl-155302>.

1. Magid Generational Strategies. "The First Generation of the Twenty-First Century." Magid. N.p., n.d. Web. 18 Mar. 2014. <http://magid.com/sites/default/files/pdf/ MagidPlural-istGenerationWhitepaper.pdf>.

2. Boysen, Anne. "Growing up with Princess Inc." After the Millennials. N.p., 20 Apr. 2011. Web. 1 Mar. 2014. <http://afterthemillennials.com/2011/04/20/growing-up-girl-in-the-princess-age/>.

3. Orenstein, Peggy. "What's Wrong with Cinderella?" New York Times. N.p., 24 Dec. 2006. Web. 1 Mar. 2014. <http://www.nytimes.com/2006/12/24/magazine/24prin-cess.t.html?_r=0>.

4. Alphonse, Lylah M. "Gender-Neutral Easy-Bake Oven? Hasbro Responds to 13-year-old Petitioner with New Design." Yahoo! Shine. N.p., 12 Dec. 2012. Web. 8 Apr. 2014. <http://Gender-Neutral Easy-Bake Oven? Hasbro Responds to 13-year-old Petitioner with New Design>.

5. Murphy, Eliza. "GoldieBlox Crushes Girl Stereotypes With Jaw-Dropping Engineering Toys." ABC News. N.p., 20 Nov. 2013. Web. 1 Mar. 2014. <http://abcnews.go.com/blogs/lifestyle/2013/11/ goldieblox-crush-es-girl-stereotypes-with-jaw-drop-ping-engineering-toys/>.

6. Lidsky, David. "The World's Most Innovative Companies 2014: Goldieblox (40)." Fast Company.

N.p., 10 Feb. 2014. Web. 1 Mar. 2014. <http://www.fastcompany.com/most-innovative-companies/2014/ goldieblox>.

7. Consoli, John. "MBPT Spotlight: Study Advises Brands to Market Gen-der-Neutral—Or Risk Losing Gen Y and Gen Z Consumers." Broad-casting Cable. N.p., 22 Oct. 2013. Web. 1 Mar. 2014. <http://www.broadcastingcable.com/news/news-articles/ mbpt-spotlight-study-advises-brands-market-gender-neu-tral-or-risk-losing-gen-y-and-gen-z-consumers/127678>.

8. Consoli, John. "MBPT Spotlight: Study Advises Brands to Market Gen-der-Neutral—Or Risk Losing Gen Y and Gen Z Consumers." Broad-casting Cable. N.p., 22 Oct. 2013. Web. 1 Mar. 2014. <http://www.broadcastingcable.com/news/news-articles/ mbpt-spotlight-study-advises-brands-market-gender-neu-tral-or-risk-losing-gen-y-and-gen-z-consumers/127678>.

9. Svitek, Patrick. "George Mason U. to Offer Gender-Neutral Housing Next Fall." The Washington Post. N.p., 16 Feb. 2014. Web. 1 Mar. 2014. <http://www.washingtonpost.com/local/ george-mason-uni-versity-to-offer-gender-neutral-housing-in-fall-2014/2014/02/16/ dd35a506-8e91-11e3-b227-12a45d109e03_story.html>.

10. Svitek, Patrick. "George Mason U. to Offer Gender-Neutral Housing Next Fall." The Washington Post. N.p., 16 Feb. 2014. Web. 1 Mar. 2014. <http://www.washingtonpost.com/local/ george-mason-university-to-offer-gender-neutral-housing-in-fall-2014/2014/02/16/ dd35a506-8e91-11e3-b227 12a45d109e03_story.html>.

1. Bilton, Nick. "Disruptions: For Teen-agers, a Car or a Smartphone?." Bits Disruptions For Teenagers a Car or a Smartphone Comments. N.p., n.d. Web. 11 Mar. 2014. <http://bits.blogs.nytimes.com/2011/11/20/a-teenage-question-a-car-or-a-smartphone/?_php=true&_type=blogs&_r=0>.

2. "What Can We Expect From Gen-eration Z? - PSFK." PSFK RSS. N.p., n.d. Web. 12 Mar. 2014. <http://www.psfk.com/2013/12/genera-tion-z-the-curve-report.html#!zuhmh>.

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1. Iconoculture 2. Iconoculture3. Berelowitz, Marian. "Going Private in

Public with Whisper and Anonymous Sharing." JWT Intelligence. N.p., 18 Feb. 2014. Web. 1 May 2014. <http://www.jwtintelligence.com/2014/02/ private-public-whisper-anony-mous-sharing/#axzz2uNBoRYLV>.


5. "The Z Factor and Introducing the Centennials." The Curve Report. N.p., n.d. Web. 1 May 2014. <http://the-curvereport.comcategory/trends/the-z-factor/>.

1. Magid Generational Strategies. "An Introduction to the Pluralist Genera-tion." Magid. N.p., n.d. Web. 1 May 2014. <http://magid.com/sites/de-fault/files/pdf/ MagidPluralistGenera-tionWhitepaper.pdf>.

2. Iconoculture. Fast Facts: Gen We3. Kaluza, Rory. "A Few Tips on Targeting

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5. Fillo, MaryEllen. "Alex and Ani Brace-lets." Hartford Magazine. N.p., n.d. Web. 2 May 2014. <http://hartford-mag.com/article-1527-alex-and-ani-bracelets.html>.

PINK & BLUE

RESERVATIONS

SOCIAL MEDIA

MOVING TARGET

44

PHOTOCREDITS

45

Pink Sherbet Photography. "Love Shines Through The

Darkness." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://

www.flickr.com/photos/pinksherbet/1535763813>.

Reyes, Justine. "Watch Your Step." Flickr. N.p., n.d.

Web. 29 Apr. 2014. <https://www.flickr.com/photos/

justien/6681780851>.

Stoneburner, Walt. "Potter's Hands." Flickr. N.p., n.d.

Web. 29 Apr. 2014. <https://www.flickr.com/

photos/waltstoneburn-er/5745387762>. v

Hidalgo, Leo. "Love + Sunset." Flickr. N.p., n.d.


ileohidalgo/9386364358>.

55Laney69 Photography. "艺术." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://www.

flickr.com/photos/han-sel5569/7598734148>.

Varkevisser, Nicki. "Leap of Faith." Flickr. N.p., n.d. Web.

29 Apr. 2014. <https://www.flickr.com/

photos/clickflashpho-tos/2824142858>.

Martina K Photography. "229/365." Flickr. N.p.,

n.d. Web. 29 Apr. 2014. <https://www.flickr.com/

photos/martinaphotogra-phy/7273286382>.

COVER

CONTENTS

A LETTER FROM THE

EDITOR

GROWING UP

Martina K Photography. "230/365." Flickr. N.p.,


photos/martinaphotogra-phy/7281827002>.

Schipul, Ed. "Adora Svitak." Flickr. N.p., n.d. Web. 29

Apr. 2014. <https://www.flickr.com/photos/eschip-

ul/5105069684/>.

TEDx Renfrew Collingwood. "TEDxRCW_1059_MJPH."

Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://

www.flickr.com/photos/tedxrenfrewcolling-

wood/10425613583/>.

Intel Free Press. "Jack Andraka 2012 ISEF Winner."

Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://www.

flickr.com/photos/intelfree-press/8252212719/>.

*saipal. "Pioneer." Flickr. N.p., n.d. Web. 29 Apr.

2014. <https://www.flickr.com/photos/

saipal/2646935127>.

Johnson, Gavin. "Holly-wood Sign Hike." Flickr. N.p., n.d. Web. 29 Apr.

2014. <https://www.flickr.com/photos/23629211@

N04/4568999363/>.

Magill, Andrew. "Money." Flickr. N.p., n.d. Web. 29

Apr. 2014. <https://www.flickr.com/photos/am-

agill/3367543094>.

THOUGHT LEADERSHIP

ENTERTAINING

YOUNG MOOLAH

Hidalgo, Leo. "Quick Sun-set." Flickr. N.p., n.d. Web.

29 Apr. 2014. <https://www.flickr.com/photos/ileohidal-

go/12374584704>.

55Laney69 Photography. "Childish Melancholy."


flickr.com/photos/han-sel5569/7556589672>.

Downing, Jenny. "Toddler Apps." Flickr. N.p., n.d.


jenny-pics/5661879987/>.

Thejbird. "Ivy at the Top of Mt. Soledad." Flickr. N.p.,


photos/jbird/3283356088>.

Hidalgo, Leo. "Careful." Flickr. N.p., n.d. Web. 29

Apr. 2014. <https://www.flickr.com/photos/ileohidal-

go/11797778783>.

WoodleyWonderWorks. "He's A Low Key Kid."


flickr.com/photos/ww-works/2867121616>.

Kubina, Jeff. "Bubble Catcher." Flickr. N.p., n.d.


kubina/185188456>.

RESERVATIONS

SOCIAL MEDIA

MOVING TARGET

FOOTNOTES

PHOTO CREDITS

Knoch, Alexander. "Sisters Holding Hands After Kids

Race." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://www.

flickr.com/photos/alex-knoch/9481330071>.

Spinster Cardigan. "Mother's Bounty." Flickr.

N.p., n.d. Web. 29 Apr. 2014. <https://www.flickr.com/photos/84906483@

N08/7784187292>.

Maramis, Pascal. "My Little Kid." Flickr. N.p., n.d. Web.

29 Apr. 2014. <https://www.flickr.com/photos/pascalm-

aramis/12274034434/>.

Clemens v. Vogelsang. "In the dark..." Flickr. N.p., n.d.


vauvau/5356850033>.

USFWSmidwest. "Nature Journaling." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://www.flickr.com/photos/usf-

wsmidwest/4901588166>.

Chekhter, Dmitri. "IMG_7366." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://

www.flickr.com/photos/dchex/7484476210>.

Baird, Mike. "Father And Son Surf Lesson in Morro

Bay." Flickr. N.p., n.d. Web. 29 Apr. 2014. <https://www.

flickr.com/photos/mike-baird/2127310513>.

ADOLESCENT APPETITES

EDU-HACKING

DIVERSITY

TAKING THEIR BALL

Ajari. "Touch of Solitude." Flickr. N.p., n.d. Web.

29 Apr. 2014. <https://www.flickr.com/photos/

ajari/5230541178>.

Ooi, Phalinn. "Open House Aidilfitri 2012."


flickr.com/photos/pha-linn/7968079874>.

Harjadi, Victoria. "as if time stops.. and stay." Flickr. N.p.,

n.d. Web. 8 May 2014. <https://www.flickr.

com/photos/vharja-di/5954695452>.

Ibrahim, Al. "Rust Machinery II." Flickr. N.p., n.d. Web. 8 May 2014. <https://www.

flickr.com/ photos/cra-

zysphinx/4036607915>.

46

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Wake Up: A Strategic Intel Report on Generation Z

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