Do we have to adapt to generational differences in order to ensure a brand’s longevity?

What is Generation Z all about, this group of people who were born or will be born between 2005 and 2025 approximately (Office Québécoise de la langue française, 2016) and who stands out already on different levels? Is this what will ensure the longevity of a brand?

Here are some differentiating elements of this generation along with some ideas about how to capture its attention in our communications.

1. The generation with the shortest attention span

Compared to previous generations that had an average attention span of 12 seconds, Generation Z has an attention span of 8 seconds. This doesn’t mean that individuals from this generation are less attentive, quite the contrary: they simply have the ability to take in information, process it and move on to something else more rapidly.

How to adapt: Attract attention by offering small doses of exciting and pertinent content.

2. Intelligent entrepreneurs and workers

In the context of the financial crisis of 2008, members of Generation Z were brought up in environments where discussions about financial problems were pervasive on a daily basis. It would not be surprising that a lack of revenues is a source of considerable anxiety to this portion of the population that believes that being financially stable is more important than ever. The Zs know that having a single, full-time job is risky and they prefer to multiply revenue streams, for example, by having 3 or 4 different part-time jobs. What’s more, 75% of them hope that their secondary jobs eventually become their full-time job.

How to adapt:Why not help them? Offer them solutions that accommodate this way of working. Orient campaigns around discourses about autonomy and financial self-sufficiency.

3. Autonomous and creative individuals

Compared to previous generations, the Zs were brought up with Web platforms and understand that anything can be learned. They’re very creative and they have a diverse knowledge base, gleaned from different sectors, because they know how to go and seek the information they need. In short, they’re resourceful.

How to adapt: Activate their creative side by developing participatory campaigns that incite engagement and co-creation.

4. The most competitive group ever studied

Studies reveal that members of Generation Z will be the most competitive ever observed (Industry Week, 2019). They will be very selecting in searching brands that will allow them to stand out as individuals.

How to adapt: Put your brand on a pedestal compared to your competitors and don’t be afraid of mentioning this on your platforms. They must understand that they’re collaborating with a stand-out brand.

5. Generation Z as “MVP”

We’re not talking about “Most Valuable Player’, but rather, “Minimum Viable Product”. Formerly, we gave more importance to price rather than product (purchasing lowest priced product vs quality), which is no longer the case. It’s no surprise that the Zs prefer to invest in local enterprises that are sustainable and offer good value. They’re not searching for the perfect product – quite the contrary – but they like to contribute to the success of enterprises.

How to adapt: Don’t wait for your product to be perfect before you launch. Why not let Generation Z in at the beginning? They’ll be pleased to help you attain your objectives and improve your product along the way.

To find out more about Generation Z and its uniqueness, we invite you to view this training session from LinkedIn coming from Jonah and David Stillman, both generational experts:

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Source 3: Marketing to Generation Z, By: Jonah Stillman and David Stillman,

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