For the past several years, Millennials, born between 1981 and 1995, have dominated global conversation. From driving double digit growth in the rosé industry to changing what’s expected of workplace dynamics, Millennials deserved much of the attention that they’ve received for truly approaching life differently than the generations that came before them. However, it’s 2018 and the youngest Millennials have finished college and entered the workforce. A new generation is now taking center stage. Generation Z is here and ready to step into spotlight.
Born to Gen X-ers, Generation Z encompasses Filipinos born between 1996 and 2005 and is the first generation born into a world where broadband internet, mobile phones, and portable computers have always existed. Because of this, much of the conversation about Generation Z thus far has revolved around the constant presence of the internet and digital devices in their daily lives. But at their core, who are the members of Gen Z? How do they view the world? What are their aspirations? Their fears?
At Brand Boot Camp 2018, Acumen Strategy Consultants will share findings from the first Filipino-focused research study into Generation Z titled “Growing Up Gen Z: A Portrait of Filipino Teens Today.” Pauline Fermin, Managing Director at Acumen Strategy Consultants, will present five key themes uncovered by the research study providing a glimpse into the Gen Z psyche. From unpacking their unique experience of adolescence to exploring their relationship with brands, Pauline will paint a picture of who the Filipino Gen Z-er is in 2018 in addition to probing the differences and similarities between Gen Z and Millennials.
Preliminary findings from the study already reveal that Gen Z differs from Millennials in three key dimensions that shape their approach to the world: what they seek in life, what they want others to see them as, and what goals they are working towards. The study finds that while Millennials seek adventure and experience, Gen Z goes one step further and pursues opportunities with purpose and meaning. This is driven by Gen Z’s desire to be seen as valuable and relevant to society while Millennials want others to see them as individually unique and interesting. How they want to be seen is reflective of their greater goals in life: Gen Z strives to make a social impact while Millennials are primarily focused on realizing their own full potential. (See the following infographic for a quick download of these comparisons between Gen Y and Gen Z.)
At Brand Boot Camp 2018, taking place on July 25 at SMX Aura Convention Center, Pauline will discuss these findings and more as she talks about how businesses and brands should approach and engage this generation. Her Gen Z presentation joins an impressive line-up of international speakers who’ll be exploring how brands must evolve to drive and sustain relevance in this era of rapid technological advancement and extensive digital immersion. The conference, themed “EVOLVE: Brand Building in the Digital Reality,” also features talks by shopper marketing guru Mike Anthony, CEO and founder of Engage Consultants, who’ll share his perspective on the retail revolution and big-data expert Jojo Ines, Executive Vice President at Opera Solutions, who’ll explore how brands can better harness data to inform business strategy and consumer insight. The conference’s keynote speaker will be released shortly.
Looking for a glimpse of what’s in store at Brand Boot Camp 2018? Learn more and register at www.brandbootcamp.com
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