Indledning
LMAO, bae, lol, smh, dafuq, DMs, AOTY, IMO, lulz, NSFW, tbt, yolo, ¯\_(ツ)_/¯ - If you understood any of these slang words, there is a good chance that you, yourself is a part of a generation that is far different from other generations – generation Z.
But who exactly is generation Z, and how do marketers use their knowledge about this generation to overcome the obstacles that are met when trying to advertise to this group of the population?
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Uddrag
The abovementioned slang words are part of a dictionary that may seem odd to many people who are not a part of the generation in which they were invented – the infamous generation Z.
But who exactly is generation Z? First of all, people from generation Z, or in short, Gen Z, were born from the 1990s to the mid 2000s.
In the US, 25% of the population is a part of this generation, with the sky-high amount of just about 60 million people. In the UK they comprise a quarter of the population.
They can be described as experts in multitasking with only a short span of attention needed to take in new impressions. Balancing the use of up to five screens at a time, they truly are masters of the art of multitasking.
However, balancing the use of multiple screens at the same time, is not the only thing this generation have a special talent for. Being ambitious and engaged in whatever they do, is also something this generation are truly masters of.
They want to make a positive impact on the world, and connect in every way possible. Unlike millennials they are mature in their way of thinking, and from a young age they are already planning their future careers.
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