Despite Behavioral Differences, Gen Z Shares Fundamental Truths on Being Young
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Having been raised in a socially connected, digital world, Generation Z and younger millennials have different behavior patterns than age groups before them, causing fear among marketers trying to determine how to engage this demographic. But “The Truth About Youth,” a worldwide study by McCann Truth Central, McCann Worldgroup’s global intelligence unit, shows three fundamental truths about being young that transcend generations.
The study, which included 33,000 interviews among people of all ages across 18 countries, revealed that young people today just like the generations before them are focused on finding themselves, finding their people and finding their place in the world.
“There can be a lot of panic when it comes to connecting with the next generation, particularly with Gen Z, and the truth is the tech landscape is changing very rapidly, but what we wanted to do was say to marketers, ‘You don’t have to be completely terrified and overwhelmed when it comes to this generation because there are a lot of things that are as true today as when you were a teenager,'” said Laura Simpson, executive-VP and global director of McCann Truth Central.
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