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José Villa from Sensis: Gen Z Embody the Significant Cultural Shift in the U.S.
Manuela Walfenzao| 20 de octubre de 2016
El 72% de la Gen Z está convencido de que puede cambiar el mundo
Cross-cultural marketing agency Sensis, together with ThinkNow Research, launched their newest study: We are Gen Z Report, which looks into the most diverse generation in American history. This group, born between 1995 and 2010, amount for 25.9% of the U.S. population, and is the most cross-cultural of all previous generations, with only 52.9% being non-Hispanic whites. For José Villa, Founder and President at Sensis, Gen Z is the generation that most represents the significant cultural shift happening now in the U.S. “By putting Gen Z under a microscope, we can better see what’s important for them to thrive, which is going to be important for all marketers to know as they work to innovate and evolve with a quickly changing consumer base” he said. The report has two initial waves: “We Are Now” which establishes a baseline of Gen Z through a cross-cultural lens; and “We Are Shoppers” which look at motivators that drive purchase. Three key themes emerged from both: diversity, inclusion and justice. In diversity, the study showed that Gen Z is embracing their own culture with pride, while being open to others. 78% said they want to learn about new cultures. In inclusion, that explores the dynamic between cross-cultural Gen Z and technology, 91% agree people should look out for each other, and 60% said that social media is a useful platform for social change. And regarding justice, the study showed that this group is about action: 72% said they believe they can make a difference in the world.
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