Do You Know the 27 Different Types of Gen Zers?
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When I took to Slack a couple weeks back and asked Ad Age Executive Editor Nat Ives the question posed in this column’s headline, he started typing without missing a beat: “Lemme see … social (media) climbers … VYPs (very young professionals) … bowl cuts … glue sniffers … Benjamin Buttons … loopers … Is any of this right?”
Excellent start! And sure, yeah, maybe all of it is right. Or at least it can be made right, in that, given an hour or two, I bet Nator you or Icould come up with thoughtful-ish justifications for those subdivisional labels, and another 21 to boot, do a quick Google image search for public-domain photos, fire up PowerPoint and, voil, Nat would be a Gen Z “expert” ready to hit the conference circuitcable news appearances and a book deal to follow. (Note to Nat: If you do this, I want 10 percent of your take.)
If there’s one thing I hope you get from this Gen Z-focused issue, it’s that while it’s entirely natural to make generational generalizationsand, yes, such generalizations are often useful and even necessary for marketers and content makers and other parties invested in reaching discrete audiencesthere’s also a lot of nonsense baked into the hype.
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