El estudio es el primero en investigar los aspectos demográficos de esa población
To 17.9 MM and counting, Gen Z (born between 1996 and 2015) is the next demographic headed our way and the focus of a survey completed by ALMA, which was presented last week at SXSW Interactive in Austin, Texas. Catch the live feed here. According to the study, this will be the largest and most educated generation of Hispanics ever, education is the key to their American Dream. “This is a total game changer since it signals a large increase in influence and affluence among Hispanics in the near future.” The We Are Generation Zeta study – focused on members of this group between the ages of 13 and 18- shows that they are all about education. In contrast with their non-Hispanic counterparts who are more likely to explore alternate plans after high school, Zetas plan to strictly adhere to a linear path: high school, college, career and house. Additionally, the survey highlights that Gen Z is a realistically hopeful group, an optimistic generation ready to change the world, but they know they will have to overcome huge obstacles to make it happen. They have the resilience and familial support to overcome them and they plan to be something – or rather someone – to make a difference in their community. These findings have key implications for marketers, so the survey include some recommendations. One is that brands that want to have an impact with this generation must be real and honest in their interest, empathy, and knowledge of their culture. A good advice is to identify opportunities to impact educational progress at a local level. And leverage their online lives, how they use screens and the rather sophisticated role that gaming plays in their everyday lives, among other things.
