Professional Documents
Culture Documents
CONTE N TS
46 Skylar
6
THE EVOLUTION OF THE 52 Jacob
NEXT GENERATION 56 Issey
08 Timeline
16 The Purpose-Driven Z
68
18 Sex, Drugs & Mobile Phones
2
TAB L E OF C ON TE N TS
74 Musicians
75 Entertainment
76 Brands
78 Tech/Social
79 Fashion/Beauty
80 Lifestyle
3
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
GE N Z:
T H E NEW ERA
OF I N F L UEN CE
Sorry Millennials, but it’s time to step aside. You’ve been
called entitled, passionate, and disillusioned by marketers,
employers, and Gen Xers, but now that you’re solidly in
your 20’s (and 30’s) it’s time for another generation to step
into the sometimes unforgiving spotlight. In short, it’s
Gen Z turn to take over. And take over they shall...
4
IN TR O
5
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
THE EVOLUTION
generation
OF THE NEXT
6
7
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
2005
19 9 9 Hurricane
19 8 1 19 8 9 Baby on Board
MTV launches Katrina
Berlin Wall sign hits $158M
falls in sales
19 9 4 2003
Gen X Launch of Iraq War
19 8 1
Millennials 19 9 0 Netscape begins
President
Gen Z Reagan is shot Gulf War
begins
19 8 7 2004
19 7 9 Prozac 2000
Sony is introduced Bush beats
introduces 19 9 5 Gore
Walkman OJ is acquitted
19 8 6 19 9 0
19 70 Challenger “Helicopter
Reagan introduces no explosion Parenting” 19 9 9
fault divorce in CA is coined Columbine
Shooting
19 9 0
Exxon spill
2 0 14
2007 Apple Watch
Apple launches 2 0 16
launches Pokémon
iPhone 2 0 10 Go App 2 0 17
Affordable Women’s
2 0 15
Care Act March
2 0 12 Gay Marriage is
Hurricane legalized
2007 Sandy in the U.S.
Housing Market —
Crash + The Aurora &
Great Recession Sandy Hook
shootings
2 0 10 2 0 16
2 0 13 Beyoncé’s
Lemonade
“twerk” & “selfie” 2 0 15
2007 are added to
dictionary
Caitlyn Jenner 2 0 17
Vanity Fair cover YouTube TV
launches
2 0 11
Fukushima
nuclear
2007 disaster 2 0 13
Boston 2 0 15
Virginia Tech 2 0 10
Marathon
Massacre Surge in suicides #OscarsSoWhite
attack
among LGBT teens
2 0 14
2 0 11 YouTube stars go
Bin Laden mainstream
is killed 9
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
T H E GE NE RA TIONS
AT A GLANCE
Movies (Reality Bites) Reality TV (Laguna Beach) Streaming (13 Reasons Why)
10
THE EV O LU TION OF TH E N E X T G E N E R ATION
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GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
who is
12
Awesomeness partnered
with Trendera,
a trend forecasting and
research firm, on a nationally
representative teen survey
in March 2017. The survey
was conducted online and
49%
optimized for mobile. MALE 51%
FEMALE
Average Age: 17
Geographic Makeup:
21.2 % West We interviewed 1,504
24.2% Midwest teens across the country
18.2% Northeast to get their thoughts on
36.4% South who their generation is,
what they care about, and
where they’re headed.
GEN Z s A R E :
• A serious yet upbeat generation
• Focused on the big picture
• High on likes
• Living on a screen
• Mobile, streaming, and YouTube obsessed
• Highly persuasive in purchasing decisions
• Social justice champions
• Drowning in identities
•Destined for disruption
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GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
KEEPING IT RE A L
STRESSED: 26%
DEPRESSED: 17%
14
INTRO
N E A R LY H A LF
of teens today think that
most people cannot be
trusted
TH E M A JO R IT Y
OF G EN Z T HINK S T HE WOR L D IS
A SC A R IER PL ACE T H A N I T WA S
A BE T T ER PL ACE IS A SIG N OF
A SUCCE S SF UL L IF E.
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GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
T HE P U RPOSE -DRIVE N Z
FOCUSED ON THE BIG PICTURE
Global Perspective
Thankfully, omnipresent online access has done more than cultivate social media
addictions and short attention spans (although these realities are not to be ignored).
Having had access to the internet since they could walk and talk, Gen Z has seen
the whole world from their screens and their perspective is not confined to their
small towns or immediate friend groups—a significant departure from previous
generations. Teens today increasingly see themselves within the context of a larger
global collective and are thinking about their place as well as how to make their mark
within it.
Purpose-Driven Life
While Millennials were more concerned with indulging themselves and seeking out
their passions, Gen Zs are more interested in finding their purpose in the world.
They still want happy families and nice jobs, of course, but where Ys were more self-
focused, Zs are more other-focused.
16
INTRO
1 IN 5
G EN Z S S AY T HEIR IMPAC T
ON T HE WOR L D IS A N
DAY TO DAY L IF E
11577
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
High on Likes
This generation is actually not as crazy as you might think—after all, drug use and teen
pregnancies are at an all-time low. So what gives? Afraid of true emotional vulnerability,
many teens are foregoing romantic relationships in lieu of casual sexual exploration.
Wanting to avoid lung and liver cancer, they’re turning to weed over alcohol and tobacco.
But here’s the real kicker: this digital generation satisfies so much of their novelty-seeking
impulses through their phones, they hardly have the time or interest to pursue these old
vices altogether.
“People are carrying around a portable dopamine pump, and kids have
basically been carrying it around for the last 10 years.”
- David Greenfield, assistant clinical professor of psychiatry at the University of Connecticut School of
Medicine and founder of The Center for Internet and
Technology Addiction
18
INTRO
H A LF T H E M A J ORI TY
of teens say they
OF T EENS T HINK UNDER AG E DR INK ING
are more sexually
experimental than
( 7 7 %) A ND SMOK ING CIG A R E T T E S /
older generations
E- CIG A R E T T E S (62%) IS UN ACCEP TA BLE ,
F INE (5 4%)
48%
of teens think it’s
acceptable to date
someone you’ve never
met in real life 1 I N 10
teens say exploring
their sexuality is more
important than having a
relationship right now
19
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
DI G I T A LLY D E FIN E D
LIVING ON A SCREEN
Originally, Millennials were the ones deemed “ digital natives,” creating Facebook,
Snapchat, and pretty much every other app on our phones. But one is truly only a
native if the behavior starts at birth, thus the title rightly goes to Gen Z.
Constantly Connected
Gen Zs were online even before they were born, as eager parents threw gender
reveal parties, chronicled their pregnancy journeys online, and announced their
precious new arrivals from the hospital bed. It should be no surprise then, that in
Gen Z’s world, expanding one’s network is a lifelong endeavor and strangers are
future friends waiting to be made.
20
INTRO
WHAT STRANGER
DANGER?
41% of teens have met up
in person with someone
they first met online
Curated and Controlled
For Gen Z, every moment is potentially
post worthy, and many of life’s moments
are lived through the lens to be shared
with others. Granted, it’s a lot of pressure
for teens to keep up with posting
interesting content every day, but they
still seem to prefer a sense of control over
trying to navigate the awkwardness and
Quantified Popularity spontaneity of in-person interactions.
For Gen Z, social hierarchy is not
determined by who you are in real life,
but more by how you present yourself
online. Popularity and likability for teens 69%
today is not only quantifiable, it’s on say they show
permanent display for everyone to judge. their true selves
on social media
STREAK STRESS: Their go-to platform,
Snapchat, originally started out as a fun,
low pressure social network without likes
and comments, but the addition of alternative
popularity metrics such as streaks, scores,
61%
try to present the
and trophies have transformed it into a major
best possible version
source of stress. Whereas Ys are obsessed
of their lives on
with likes, Zs stress over keeping up streaks
social media
(exchanging daily snaps with their friends).
21
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
ME-DIA MA VE NS
MOBILE, STREAMING, AND YOUTUBE OBSESSED
Today’s teens have grown up with an increasingly mobile viewing experience and
are taking a cue from Millennials’ “have it my way” mentality. Gen Zs expect their
entertainment to be available whenever they want, however they want, thus they’re
flocking to content created with mobile in mind and don’t care where it’s coming from so
long as it’s instantly entertaining.
Entertainment Snapshot
Video consumption: 71% of teens’ typical entertainment consumption is streaming, and
one-third is viewed from a mobile device.
DEVICE: FORMAT:
3 4% Smartphone 3 4% YouTube
6% Other 5% Premium TV
4% Hulu
3% Amazon Prime
2% Other
22
INTRO
16 % G A ME S
73% 42%
Cable / 13 % MUSIC
Netflix
Satellite
11% SHOR T ONL INE V IDEOS
8% MOV IE S
35% 21%
Amazon
Hulu
Prime
4% 3% 2% 8% 24%
Sling TV Sony Vue Other None Xbox
Live
23
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
49% Twitter
38% Kik
3 5% Pinterest
24
INTRO
79%
73%
68%
52%
38%
25
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
YouTube Obsessed
Most likely their first ever social media platform, YouTube has been catering to Gen Z from
the very beginning, and this generation’s continued love for it proves that this is truly the
platform that defines them.
79% 68%
OF TEENS HAVE A YOUTUBE OF TEENS THINK YOUTUBE
PL ATFORM
WHAT THEY DO I N
THEIR FREE TIM E:
69%
Listen to
music
60%
Watch YouTube
videos
51%
Play video
games
26
INTRO
61%
would rather watch 10 hours
of YouTube videos than 10
hours of TV
39% Having something to do 42% Keeping up with what’s going on in the world
with friends
3 3% Falling asleep
27
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
TE EN BO Y S : TEEN BOYS :
64% 49%
Music
Gaming
videos
41%
57% Full-length
Comedy
movies
38%
50% Live
Music
streams
40% 35%
Full-length
Pranks
TV shows
33% 35%
Sports Compilations
TE EN GIRLS: TEEN GI R L S:
64% 65%
Music
Music
videos
63% 55%
Full-length
Comedy
movies
58% 51%
Beauty Tutorials
51%
51% Full-length
DIY
TV shows
47% 40%
Food/ Compilations
Cooking
28
INTRO
IS WORTH WATCHING:
Title : 42%
29
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
C A SH CLOUT
HIGHLY PERSUASIVE IN PURCHASING DECISIONS
Teens arguably have more purchasing power than ever before. With spending estimated to
reach $200 billion by 2017, not only do they have more means with which to transact using
that little device in their pockets, they are also highly influential in shaping culture with
their strong brand preferences and willingness to hand up trends to older generations.
ACCESS TO FUNDS:
30
WHEN IT COMES TO MAKING PURCHASES, GEN ZS ARE...
IN CONTROL: Half of teens today are free to spend money they earn however they want
OPINIONATED: 1 in 3 ask their parents to buy specific things they want
INDEPENDENT: 1 in 3 don’t usually ask for permission before buying something
INFLUENTIAL: Teens and their siblings are just as or more influential than their parents in
deciding what brands to buy when it comes to...
62% 58%
73% 66% 65% Streaming Toiletries &
Drinks Cell Phones Computers
Subscriptions Cosmetics
31
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
A C C E P T A N C E & D I VE R SI TY PI O NEERS
SOCIAL JUSTICE CHAMPIONS FOR ALL
Minority Majority
Gen Z will be the first multicultural majority generation in America, and they’ve
grown up with friends of all races, colors, and creeds. They don’t live in a white world,
so it’s no surprise that Gen Zs have also become loud champions for social justice for
all. While social media has long been considered a medium for passive activism–or
slacktivism–it is now a vehicle for Gen Z’s organizing, sharing and participating in a
new age of civil rights as they intend to push the boundaries of societal norms and
create social acceptance for all.
The United States Census Bureau predicts that by as early as 2018, the majority of
American children under 18 will consist of what we now consider “ minority”
groups; by 2043, the same will be true of the entire population.
32
INTRO
33%
47% Likely to 32% 31%
Funny make them Relatable Positive
buy product
Being the most diverse generation to date Gen Z is also one of the most open-minded. To this
group, differences are not something to be erased, but celebrated. Even in their formative years
when the pressure to conform is at its peak, this generation is working toward a future where
all are treated equally, regardless of race, gender, or sexual orientation.
• Nearly one-third of Gen Zs say people their age are more likely to think that everyone is equal.
• Teens today are largely in favor of Black Lives Matter (80%), Transgender rights (74%), and
Feminism (63%), with the majority saying these movements should be acceptable in society today.
• 4 in 10 Gen Zs think their generation is more accepting of differences in other people than
older generations.
• That’s not to say that this movement isn’t without challenges: “There’s a guy in my class who
is mean to me, but I can’t say I don’t like him because he’s gay and everyone would
automatically assume I’m homophobic if I said anything.” – Female, 14, Los Angeles
33
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
M U L T I PLE PE R SO NA LI TI E S
DROWNING IN IDENTITIES
34
What the majority of teens feel
is acceptable in society today :
71% Swearing
Multiple Personalities
Gen Z’s constant connectedness to social networks and internet life has resulted in distinct
digital personalities that have become just as—if not more—important than who they are IRL.
35
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
DE S T I N E D F O R D I SR UPTI O N
36
W H O IS G E N Z
37
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
38
W H O IS G E N Z
6 8%
WOULD R AT HER BE A N
EN T R EPR ENEUR T H A N WOR K
AT A L A RGE COR POR AT ION
39
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
PUTTING A FACE
TO THE NAME:
PROFILES
40
41
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
SOPHIA
AGE: 16
CITY: Brooklyn, NY
SEX: Female
My interests/hobbies include...
Model United Nations, exploring New York City Things I stress about most are...
and just being with my friends my grades
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PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
I’d die if I had the chance to meet... The content I like to watch most is...
Travis Barker Conspiracy theorists on BuzzFeed Unsolved using
either my phone or laptop on YouTube
If I had a $100 would spend it on...
3 day passes to Outside Lands My generation is different from other
generations because...
It’s important to me that the brands we are more socially aware and faster thinkers...
I buy are... therefore we have more of an ability to make a
able to represent my personality before real change in history
I even speak
People mistakenly think that my
In an average day, I check my phone generation...
at least... consists of only self-obsessed slackers when in
a million times reality we are self-aware multi-taskers
The app I go on the most is... The best way for brands to reach members
Snapchat of my generation is...
to collab with known popular brands
I’m so over this app...
House Party
43
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
SOPHIA
Screenshots of recent Snapchats
CONTINUED... and/or Stories
44
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
Pictures of my bedroom
45
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
SKYLAR
AGE: 15
CITY: Encinitas, CA
SEX: Female
46
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
The first thing I do when I wake up We’ve been through a lot together and I feel
in the morning is... that she played a big part in helping me grow
The last thing I do before I go to Carmar website as well as the Emma & Sam
bed is... website (all brands sold at LF). I like the Vinted
My tests and quizzes in school. Grades. and Poshmark websites as I love to go thrift
There’s a huge pressure on grades now. shopping and I love finding out of season items
Anything below an “A” is bad when an “A” that I like. I also occasionally peak at Etsy and I
used to be succeeding. use the app to look at the Pinterest website.
I’m taking midterms for my second
My favorite apps are...
term classes currently and it is really
stressful how little time we are given Wattpad (reading app), Overdrive (library app),
to prepare. All my teachers gave tests Instagram, Snapchat, Pinterest, Netflix, YouTube,
only two or three days before the final. Starbucks app, Vinted, Poshmark, and Music app
How many things can I study for at (don’t know if that counts?).
I couldn’t live without my... grouplove, Amanda Palmer, Death Cab for Cutie,
and like almost all the rest of them as well.
not to be cliche, but probably my phone
Some of the bands I would care more about
- how could I ever live without music??
meeting (such as the ones I listed above, but
But I also couldn’t live without my family
still ALL).
as they make me who I am and keep my
rooted. As cliche as this is, my family
is my rock and their more important to
me than anyone or anything, even music,
clothes, and friends (although those are
all awesome too).
47
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
SKYLAR
CONTINUED... When it comes to social media, I spend
the most time on...
Instagram
If I had $100, I would buy... are doing and commenting on. I like on Pinterest
you can show others the things you like and
Clothes, clothes, clothes, clothes.
wish you had or things that are helpful to you
It’s important me that the brands I I like seeing everyone’s different personality and
buy are... opinions on things (plus I also like funny tweets
Good quality, comfy, and stretchy. Although, I and text-posts).
don’t feel the need to buy expensive pants, I
love to get things on sale! Also, it is important
The things I like least about social media
are...
that the brands are comfortable to wear and
The fights people have. I don’t like that people
fit well.
argue about things. I feel like everyone is
In an average day, I check my phone entitled to their opinion no matter how “stupid”
at least... it is. But, what I really hate is the stupid
20 times little trends or the people with a million
followers (or sometimes only a little) that only
I go on this app the most... post selfies with quirky captions. I feel like it
It’s a tie between Music (Apple), Instagram, and doesn’t show a personality and only shows a face
wattpad. Depending on the days, I switch a bit craving attention - to be honest, I find these
and my most used apps interchange between accounts to be the most boring (but to each his
these three. own, right?).
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PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
49
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
SKYLAR
Screenshots of recent Snapchats
CONTINUED... and/or Stories
50
Products I’ve searched for or purchased Screenshot of a playlist I have been
online recently listening to recently
Pictures of my bedroom
51
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
JACOB
AGE: 17
SEX: Male
relaxing sensation.
52
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
In an average day, I check social media at that you think will appeal to us. 99 percent of
least... the time, when companies market specifically
53
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
JACOB
Screenshots of recent Snapchats
CONTINUED... and/or Stories
54
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
Picture of my bedroom
55
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
ISSEY
AGE: 14
CITY: Brooklyn, NY
SEX: Female
56
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
I’d die if I had the chance to meet... The things I love least about social
media are...
Kylie Jenner
bullying and hatred towards others
If I had a $100 I would spend it on...
My favorite thing to watch on YouTube...
Makeup
makeup tutorials, crafty things/DIY. My favorite
It’s important to me that the brands I channels are Brian Friedman, Chloe Morello, Maddie
buy are... Ziegler, and Sasha Morga.
socially liberal... I think it is important
because I want the money I spend to support I’m most likely to watch if...
brands that believe in social justice. I believe it is recommended by a friend or was a book
strongly in equal rights for all people- that I read
LGBTQ, gender equality and the Black Lives
Matter movement. It is a big criteria for The content I like to watch most is...
me when I buy something. Drama/thrillers or reality TV on Netflix, or
Spectrum using my Macbook Air. I also like to
In an average day, I checkmy phone at watch a lot of YouTube videos, specifically Brian
least... Friedman, who is a dancer and choreographer.
maybe more than 50 times a day
My generation is different from other
The app I use the most... generations because...
Instagram It is the most technologically advanced, with ways
to connect socially and with communication
I’m so over this app...
Musical.ly - I am over it because it is only People mistakenly think that my
useful for a few things - and it was generation...
popular for a little while but now I am over is lazy and doesn’t work hard
watching the dances. It is less popular than
it was but some friends still use it. The best way for brands to reach members
of my generation is...
to understand how to use social media and
reach out to teens through social media.
57
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
ISSEY
Screenshots of recent Snapchats
CONTINUED... and/or Stories
58
PUTTI NG A F AC E TO TH E N AM E : G E N Z PR OF IL E
Pictures of my bedroom
59
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
CONNECTING
WITH
60
6611
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
70% would pay more for a brand name they like and trust
55% wish brands treated them like friends rather than customers
62
CON N E C TIN G W ITH G E N Z
BR A ND M A K E S T HEM MOR E
LIK ELY TO PR EF ER T H AT
BR A ND OV ER OT HER S
663
3
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
64
INTRO
59 % WA NT
BR A NDS TO USE T HEIR
INF OR M AT ION TO G I V E
B E T T ER PRODUC T
R ECOMMENDAT IONS
655
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
A V OI D THE A D B LO CKE R
STANDOUT MARKETING CAMPAIGNS
TROLLI’S BEARDSKETBALL
Candy brand Trolli tapped athlete James Harden for an in-arena activation
that gave fans a chance to shoot hoops with a digital version of the
NBA superstar. Premiering at the highly-anticipated Houston Rockets
vs. Golden State Warriors game, the activation featured a high-tech
basketball hoop, with Harden’s face as the backboard and his beard as the
hoop. Based on players’ shots, Harden’s digital avatar would respond as
though they were playing with the athlete himself. To give everyone at a
home a little taste of the action as well, participants wore Snap Spectacles
that uploaded their one-on-one to Trolli’s Snapchat story and the brand
also created a website, the BeardSmack Experience, which allowed users
to send videos of Harden smack talking to their friends.
WHY IT WORKED:
Trolli’s Beardsketball allowed fans to have a semi-custom interaction with
an NBA star in a way that leveraged Harden’s persona (and infamous
beard) to feel authentic. Plus, by posting on Snapchat using Spectacles,
they gave fans at home the chance to experience a first-person view of the
activation without having to be there IRL.
SPOTIFY’S CLIMATUNE
Spotify has been coming up with fun, innovative ways to integrate their
consumer data into marketing. Recently, the streaming service partnered
with Accuweather to develop their Climatune website, which analyzes
how the weather influences people’s listening habits around the world.
The site allows users to select a type of weather and then pulls data on
a location where that type of weather is common. It also provides locals’
listening habits under those conditions and playlist to match the mood.
For instance, selecting wind may pull-up Chicago; the site then offers a
playlist of songs Chicago listens to when it’s windy.
WHY IT WORKED:
Rather than use users’
3 6 data to market to their consumers in a traditional
sense, Spotify is giving it back to them in a playful, useful way.
66
CON N E C TIN G W ITH G E N Z
WHY IT WORKED:
By tapping into the growing trend of live-streamed content, Virgin was
able to speak to a consumer for whom this is a part of daily life. Virgin also
won points for showcasing normals rather than celebrities.
WHY IT WORKED:
By responding to young people’s push for more diversity, more
representation, and less rigid rules around beauty and gender standards,
CoverGirl made itself relevant to this audience in the ever-evolving world
of beauty.
WHY IT WORKED:
Marvel harnessed the visual and creative nature of Instagram by creating
a massive image in real life. The IRL part is important: By making
something tangible, it encouraged fans to visit the mural and post
photos themselves. Marvel was also smart to hire a group of young
artists to create the mural, generating additional exposure via the artists’
social channels while also appealing to Gen Z’s artistic and community-
oriented proclivities.
67
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
love lists 68
Each of the
following lists has
been curated from
qualitative interviews
of Gen Zs around the
country.
69
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
YOU TU B E R S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Eva Gutowski 2. James Charles 3. Amanda Steele 4. Sierra Furtado 5. Aspyn Ovard 6. PewDiePie 7. Teala Dunn
8. Joey Graceffa 9. Shane Dawson 10. RiceGum 11. Brent Rivera 12. Johnny Orlando 13. Gabbie Hanna
14. Ricky Dillon 15. Cameron Dallas
70
W H AT’ S H OT
I N F LU E N CE R S + I NTE R N E T PE R S O N A LITI E S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Kylie Jenner 2. Kim Kardashian 3. Bella Hadid 4. Hari Nef 5. Angie Nwandu 6. Tavi Gevinson 7. Hailey Baldwin
8. Sarah Snyder 9. Danielle Bregoli 10. Alexis Ren 11. Jaden Smith 12. Andrew Bachelor (a.k.a. King Bach) 13. Brooklyn
Beckham 14. Luka Sabbat 15. Lucky Blue Smith
71
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
AC TR E S S E S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Emma Watson 2. Sierra McClain 3. Amandla Stenberg 4. Kiersey Clemons 5. Millie Bobby Brown 6. Zendaya Coleman
7. Bella Thorne 8. Dove Cameron 9. Yara Shahidi 10. Sabrina Carpenter 11. Rowan Blanchard 12. Peyton List 13. Skai Jackson
14. Billie Lourd 15. Sophie Turner
72
W H AT’ S H OT
AC TO R S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Dwayne “The Rock” Johnson 2. Kevin Hart 3. Chris Pratt 4. Zac Efron 5. Liam Hemsworth 6. Ansel Elgort
7. Johnny Depp 8. Tyler Posey 9. Cole Sprouse 10. Dylan O’Brien 11. Miles Teller 12. Matt Damon 13. Will Ferrell
14. Keegan-Michael Key 15. Jordan Peele
73
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
M U S I CI A N S
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Chance The Rapper 2. Zayn Malik 3. Lorde 4. Adele 5. Beyoncé 6. Selena Gomez 7. Ariana Grande 8. Drake
9. Shawn Mendez 10. Ed Sheeran 11. Halsey 12. Camila Cabello 13. Troye Sivan 14. The Chainsmokers 15. Justin Bieber
74
W H AT’ S H OT
E NTE RTA I N M E NT
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Riverdale 2. Stranger Things 3. Teen Wolf 4. Pretty Little Liars 5. Sugarboy 6. 13 Reasons Why 7. The Walking Dead
8. Big Bang Theory 9. Ricky and Morty 10. The Flash 11. Supernatural 12. Empire 13. Scream Queens
14. Orange is the New Black 15. Arrow
75
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
B R A N DS
F E M A LE FAVO R ITE S
1.
2.
3.
4.
BO
5.
6. 11.
7.
12.
8. 13.
9.
14.
10. 15.
1. Shop Jeen 2. Brandy Melville 3. Sephora 4. Urban Outfitters 5. Nike 6. Target 7. Kylie Cosmetics 8. Starbucks
9. Forever 21 10. Apple 11. Subway 12. adidas 13. Pepsi 14. Dove 15. Oreo
76
W H AT’ S H OT
M A LE FAVO R ITE S
22.
21.
24.
23.
OTH
26.
16.
25.
17. 28.
27.
18.
29.
20.
19. 30.
16. Hershey 17. Chipotle 18. Nintendo 19. Taco Bell 20. Xbox 21. Playstation 22. eBay 23. Domino’s 24. Microsoft
25. Samsung 26. Yeezy 27. Supreme 28. Timberland 29. Amazon 30. Under Armour
77
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
TE CH / S OCI A L
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Snapchat 2. Instagram 3. YouTube 4. Netflix 5. Spotify 6. Apple 7. Google 8. Whisper 9. Twitter 10. Tumblr
11. Kik 12. Hulu 13. Wishbone 14. Reddit 15. House Party
78
W H AT’ S H OT
FA S H I O N / B E AUT Y
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Political Slogan Tees 2. Sheer Clothing 3. Space Buns 4. Unicorn Makeup 5. Velvet 6. Chokers 7. Enamel Pins
8. 3D Chrome Eyeliner 9. Plus-Sized Fashion 10. Low Top Sneakers 11. Patches 12. Rainbow Hair 13. Dad Hats
14. Bomber Jackets 15. Photo Tees
79
GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
LI F E S T Y LE
1. 3. 5. 7.
2. 4. 6.
12.
10. 13.
8. 15.
9. 14.
11.
1. Healing Crystals 2. Gourmet Food 3. Iridescent Colors 4. Radical Self Care 5. Tropical Decor 6. 2010 Nostalgia
7. Female Communities 8. Feminist Book Club 9. Money Talk 10. Astrology 11. Matcha Lattes 12. Polaroids
13. Maximalism 14. Meme-ified Everything 15. Neon Signs
80
W H AT’ S H OT
W H AT ’ S N E X T FO R G E N Z
5.
3. 7.
1. 8.
2. 6.
4.
14.
9. 11. 17.
16.
18.
10.
12. 15.
13.
1. Over-the-top Nail Art 2. Luxury Train Travels 3. Cannabis-infused Experiential Events 4. Wuu 5. Chloe x Halle
6. Saturated Colors 7. Branded Memes 8. Veja’s Silk Sneakers 9. DNA-Personalized Health 10. Adaptogen Beverages
11. Nootropics 12. Platonic Dating Apps 13. AI Art 14. The Middle East as a Travel Destination 15. Plant-Based Protein
16. Baijiu (Chinese Grain Liquor) 17. Nike Zoom Vaporfly Elites 18. Trey Schafer (Influencer)
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GEN Z: TH E AU DIE N C E YOU C AN ’ T IG N OR E
18926
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310 .601.1960
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