Villa: La Gen Z quiere sobresalir
José Villa, Founder and CEO at Sensis, presented, together with the ThinkNow Research team, their study We are the Gen Z in the 2017 Hispanicize CMO Summit . They showed the findings of the first three waves, how they define their culture, their relation with the media and their perception of success and education.The members of this generation were born between 1995 and 2005 and are the biggest and most diverse in U.S. history. They are so diverse that the vast majority are completely bilingual, only 13% of Hispanics are entirely dependent upon Spanish. This generation represents the start of North American generations in which minorities become majority. According to the U.S. census, Generation Z is comprised of 83 million Americans under 20 years of age, who represent 25.9% of the population. They are the first children born in the Internet age. Only 52.9% of this group are non-Hispanic whites, the rest is multicultural.Family continues to be the priority in all studies on Hispanics. It is not a cliché, 88% thinks that family is the most important part of their lives, versus 55% of non-Hispanic whites in the U.S. José Villa, President and Founder at Sensis, expressed that “this is the best moment to examine Generation Z, which represents the most significant cultural change in the U.S.”“Gen Z wants to stand out, they have been stereotyped, but now, they don’t feel limited” said Villa. The study revealed that they have a US$44 billion independent purchase power and their purchase power compared to their parents’ adds up to US$200 billion.
