Marta Insua y Jackie Zima
During the seventh annual Hispanicize 2016 event, the Hispanic agency ALMA presented its case study about Generation Z, focusing on Hispanic teenagers. “Since early last year, we were interested in hearing more about Generation Z because we had noticed they were different from millennials” explained Marta Insua, Chief Curiosity Officer at ALMA.Jackie Zima, Planner, Strategic Insights, said that one of the studys findings is that Generation Z cares about making a difference, particularly in their communities. “Culture and education is what defines how they view life and how they live it. All values taught by their parents give them direction about how to achieve goals, going further than what their parents accomplished. The second point is that they arent limitless optimists, they are, but in a more realistic way, they know what to study and that preparing academically will give them success but not without obstacles.”Some of the conclusions in the study noted that brands influencing this generation will be those that understand what matters to them, what impact they have on their communities, and what helps them to achieve their goals, with a university education as their main life objective.Both curators said that Generation Z will be the most educated of all previous Hispanic generations. Insua assured that this generation has stronger roots than millennials, and that the main window to communicate with them is through the digital platform.
