CPPR JANUARY 2017

TREND
REPORT

BORN TO BE MILD
THE SUPER-SMART AND BER CHILL,
GENERATION Z
PAGE02 / BORN TO BE MILD
GENERATION Z
CAN SAVE
THE WORLD
AND OTHER FUN FACTS ABOUT THE
PIVOTAL GENERATION
They're entrepreneurs.
They want you to do you.
They're determined as hell.
They're progressive thinkers.
They're connected and informed.
They believe there's enough room for everyone.
They're Generation Z. And they're going to change the
world.
But, wait, who is this "Generation Z" we speak of?
Sorry about that, we got ahead of ourselves. Although
there's always dispute between specifics like the
birthdates of generations, the majority of agencies and
research companies identify Gen Z as being born after
1994. Most of the top research agencies reference Gen Z
as being born between 1997 and 2015. So, on average,
Gen Zers are somewhere between two years-old and
early college.
JANUARY 2017
They've been referred to as the "Pivotal Generation,"
which will likely catch on, just as "Millennials" did for Gen Y.
But wait, why was Gen Z dubbed so "pivotal"? Well, they are
a generation that has been stuck between two pretty
extreme and opposite ideals.
Millennials struck a divisive chord with the world when
they were recognized as a generation to value experiences
more than material things. Buying material things was
looked down upon, and seen as materialistic. To be fair, this
instinct was likely passed down by the cool kids of Gen X.
Nevertheless, Gen Z, has shifted this way of thinking from
its not worth it to you have to earn it. (9)
What makes Generation Z so interesting is their ability to
balance super-liberal and semi-conservative ideals.
Generation Z is undoubtedly the most inclusive generation
of our lifetime, with an attitude that's infinitely "you-do-you"
in style. They also care a whole lot about the effect we're
leaving on the environment, maintaining and controlling
their footprint and, of course, they care about financial
security, They grew up in the recession, after all.
 19
PAGE03 / BORN TO BE MILD JANUARY 2017

I am paying for college by

whatever Pell grants I qualify
for, and the rest I pay on student
loans, says Tiffany, a college
student in Austin. I was
actually fortunate enough to
have a college fund, and I used
that to pay for most of my
college. However, when I
switched to an online university,
my college fund would not cover
it, so I am responsible for paying
for the rest of my schooling. (1)

Having grown up during the recession, the next

generation is more driven than ever. They watched their
grandparents, parents and older siblings get laid off for
reasons beyond their control. In return, Generation Z
takes money seriously. They take their futures seriously.
They take their career paths seriously.

In fact, even high school Gen Zers are already

considering college loans. According to a survey
conducted by TD Ameritrade, almost half (46%) of Gen
Z respondents expressed concern about having large
student loans. Still, 72% plan to attend college or are
currently enrolled. (2)

Our world has a big opportunity with the next

generation. These young adults and teens have taken
their personal experience with hardship and created
optimistic solutions to make their lives easier, more
enjoyable and above all, secure. And, yes, they're ready
to put in the work to get there.
PAGE 04 / BORN TO BE MILD JANUARY 2017

SOCIAL BEHAVIOR

THE DEATH
OF EXCESS

We won't go as far as to say gone are the days when young people experiment with drugs and
alcohol. Surely, teens and young adults will always play with such things out of curiosity or self-
exploration.

Still, when it comes down to it, young people are partying and drinking less.In Britain alone, the
number of night clubs has in fact halved since 2005, down from 3,144 to 1,733, according to the
Association of Licensed Multiple Retailers (ALMR). (5) And if you're not so sure, new federal data shows
just 9.6% of adolescents, ages 12 to 17, reported using alcohol in 2015. That's down by almost half since
2002, when 17.6% reported the same. (6)

The same goes for teen pregnancy, which seemed like a national crisis with millennials. In 2015, teen
birthrates hit a record low. We're talking the lowest since the CDC has been monitoring teen birthrates.
By the way, they've monitored teen birthrates since 1970. (7)
" I TRY TO BE NICE
TO EVERYONE,
BECAUSE I HAVE
NO CLUE WHATS
GOING ON IN
THEIR WORLD. "
- ZENDAYA
 PAGE 06 / BORN TO BE MILD JANUARY 2017

THERE'S
When you think of teens, internet slang probably comes to mind. #Goals. On
fleek. Bae. You know the drill. But honestly, young people deserve more credit
than that. They've been truly innovative when it comes to the concept of
communication and community. Super nice groups of people have been
brought together by the internet, helping them feel, well, less alone.

ENOUGH Sites like Tumblr and Facebook have been instrumental in creating online
communities that expand the world. The nice part about online communities is
that they're a safe space. Most secret Facebook groups or online communities
are built around the rule that everyone deserves a seat at the table. This has

ROOM
created a very progressive mindset for Gen Zers because it enables the
generation to have respect and compassion for people unlike themselves.

According to J. Walter Thompson Intelligence,56% of US Gen Zers know

someone who uses gender-neutral pronouns. In addition, they reported that
INCLUSIVITY 35% of Gen Z respondents reported their sexuality to be between 1-5 degrees of
bisexuality. This response came second to the 48% of Gen Zers who reported
& COMMUNITY being heterosexual. This type of self-awareness was difficult before the Internet.
Going online can expand your world, and for Gen Z, it's been a masterful
education tool in self identity.

Online tools have also raised the expectations of young consumers. Six in ten
16-20 year-olds say they will go out of their way to buy products and services
from businesses they know are helping to create a better world. (11)Modern
brands must be environmentally conscious, transparent with consumers and
thoughtfully give back.
PAGE 07 / BORN TO BE MILD
19

Millennials were noted for trailblazing a kind of entrepreneur.

Especially for women, a new space has been created for cult-y
businesses. From Glossier to Sakara Life, the online atmosphere is
open and available for entrepreneurs to fill niche spaces in clever
ways. This will not be lost on Gen Zers. The Pivotal Generation is
more entrepreneurial than ever.

According to Entrepreneur.com, Gen Y is known for "side gigs"

and having multiple careers but Gen Z is more focused on
working for themselves. (10) That's right, most Generation Zers
feel ready to start their own gig, which makes sense. They're the
first generation to grow up fully-immersed in the internet and
tech-boom, after all.

Columbia University began offering an entrepreneurship

program that is solely for high school students. The program gives
students firsthand experience in product development, venture
planning, finance and operations. (10) Other universities are
implementing similar programs, as are large companies. For
example, Microsoft offers high school internships. They're 8-10
weeks long and teach interns different subjects within the tech
industry. However, we can expect this young generation to use
their resume builders to build their own companies.
PAGE 08 / BORN TO BE MILD JANUARY 2017
19

TL;DR
KEY TAKEAWAYS

Okay, so this was a lot of info. It's almost impossible to

memorize all of this, so we made a cheat-sheet for you. :)

ENVIRONMENT MONETARY RESPONSIBLE INCLUSIVITY

This term can be pretty Having grown up during the Teen drinking, drug usage The "you-do-you" mentality is

broad for Gen Zers. They recession, Generation Z and pregnancy areat a so key, as the Pivotal

care bout the physical doesn't know whata strong record low. Generation Z Generation understands

environment a lot. In fact, economyfeels like. They has started building their their personal world is the

they've raised expectations experienced layoffs and job resume in high school, as only one they can control.

for brands and how they losses during their childhood. they're extremely career- The Internet presents the

must treat the environment. That's why Generation Z is so driven. In fact, most opportunity to be fully

They also care about their ready to save, and for the Generation Zers want to be immersed in endless

personal environments, and right reasons. TD Ameritrade their own boss. Even with education and personal

they thoughtfully curate asked Gen Zers what they rising costs of university and growth. One thing's for sure:

them. From Tumblr to secret would do with $500 if they college, 72% of Generation the generations after us will

Facebook groups, young were gifted it right now.70% Z plans to maintain higher be more educated and

people have created real said theyd save at least part education or are already inclusive than ever before.

and virtual communities that of it, and among them, 34% enrolled. After all, they'll be constantly
2
enrich their lives and would save it for college. exposed to stories dissimilar

educate them. to their own.

 - Sources -
1
Gen Z is financially-savvy, GetRichSlowly.org link
with one big exception

2 A Penny Saved,' Ben Franklin Forbes.com link

Would Be Proud Of Gen Z

3 TD Ameritrades 2nd Annual Survey link

Generation Z survey

4 Cracking The Code On Gen Z: Forbes.com link

Do As I Say, Not As I Do

5 The Drinks Report by Protein Prote.in link

6 Smoking and Drinking Rates Nytimes.com link

Among U.S. Teenagers Fall to
New Lows

7 Teens aren't having kids Vice.com link

8 Gen Z goes beyond gender JWTIntelligence.com link

binaries in new Innovation
Group data

9 Gen Z Is On The Rise, Here Is Forbes.com link

What You Need To Know

10 Why 'Gen Z' May Be More Entrepreneur.com link

Entrepreneurial Than 'Gen Y'

11 5 Reasons Generation Z SustainableBrands.com link

Could Be the Ones to Save Us