![]() Astoundingly, 71% expect to experience significant failure before achieving success, and nearly 40% say they see failure as an opportunity to try again. ![]() Gutfreund added, "We've found 7- to-17-year-olds take a much more pragmatic approach to life. Gen Zs have shown interest in developing skills tied to how to start a business (58%), graphic design (51%), how to shoot/edit videos (50%) and how to build or create apps (50%). They have a desire to start their own companies instead of working for an established company (62%), and 89% say they spend part of their free time in activities they consider productive and creative instead of just "hanging out." As such, Gen Zs are more likely to have worked on a craft than Gen Ys at that age (42% vs. This generation is also interested in building key skills at a young age. Savvy about money, while Gen Zs earn an average weekly allowance of more than $23, 39% of Cassandra respondents say they would rather "save money than spend." Today's 14-17 year olds also are more open to traditional ideas of ownership with 66% saying they want to own both houses and cars in their lifetimes. Sixty percent of Gen Zs say "a lot of money" is a sign of success compared to 44% of millennial respondents at that age. Having such significant purchasing influence at a younger age has shifted Gen Z's attitude toward money, specifically as it becomes a measure of success. Parents also corroborate this finding - 93% say their children have at least some influence on their family's spending and household purchases. "If, as a brand, you aren't putting energy into understanding Gen Z you are losing an opportunity to anticipate the future of consumer behavior."Īccording to Cassandra Report: Gen Z, tweens/teens carry significant influence on household purchases than previous generations. ![]() "Understanding the mindset of Gen Z is an indicator of future spending and consumer preferences, especially when comparing this generation's behaviors to those of Gen Y," said Deep Focus CMO Jamie Gutfreund. The research reveals new data regarding the behaviors, habits and attitudes among this group, especially as they relate to money and spending, life skills and social media. NEW YORK, NY-(Marketwired - Mar 30, 2015) - Digital agency Deep Focus today announced the findings of its Winter/Spring 2015 Cassandra Report: Gen Z study, specifically focused on consumers born between 19.
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