What is Generation Z?
Posted: Wed Jan 29, 2025 6:30 am
First of all, what generation does Gen Z refer to?
Originally, there was a definition called Generation X in the United States, which then evolved into Generation Y and Generation Z.
Gen X: Born between 1965 and 1980
In Japan, this generation is known as the "new human race." Currently, they are around 40 to 55 years old.
Generation Y Born between 1981 and 1995
In Japan, this generation is a combination of the "Post-Baby Boomer Junior" and the "Yutori-Satori Generation." Currently around 25 to 40 years old.
Gen Z Born 1996 – 2000?
In the United States, they are also known as the "smartphone generation." They are currently around 18 to 25 years old.
I am part of the latter half of Generation Y, so I was software managers email database raised just at the edge of being called a digital native, but Generation X was born in an era when mobile phones were already available.
To put it dramatically, we live our lives assuming that we will always have access to the Internet, to the point that we have no idea what it was like without mobile phones or the Internet.
With that in mind, if we were to list the characteristics of Generation Z, they would be something like this.
Online communication is the norm
High literacy regarding personal information
Using smartphones for most of disposable time
The criterion for judging the value of a product is quality, not price.
No qualms about self-expression through video streaming, etc.
He is good at using different characters depending on the community.
Over the past 30 years, the internet and digital devices have transformed people's lives and values, but I feel that if we do not understand the values of Generation Z, who will lead the future, and the issues that Generation Z perceives as being related to other generations, we may end up doing completely misguided marketing.
What is your marketing strategy for Gen Z?
In the midst of all this, I came across an interesting article about Generation Z, which I would like to share with you.
MarkeZine
Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for the next 10 years
Generation Z has been getting a lot of attention in recent years. Compared to other generations, Generation Z's mobile usage and lifestyle are significantly different, and this is clearly reflected in their use of smartphone apps. How can we capture insights from Generation Z, who will be responsible for consumption in 10 years, in order to develop them into future customers? We will visualize Generation Z's mobile environment with data and explain the clues that have emerged from it.
Source: Markejin "Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for the next 10 years"
This article contains information such as the fact that the amount of time spent using smartphone apps has increased by 50% in two years and that 70% of downloaded apps are never used.
There have been some issues with smartphone apps in recent years.
In particular, when it comes to approaching Generation Z, they said that "current advertising delivery has not been effective."
This is because they have grown up in an environment where it is normal to have a smartphone, meaning it is normal to be able to access and send any information anywhere, anytime. This gives them a high level of judgment about information and a strong desire for self-expression, which differs from other generations.
There is a lot of information about Generation Z, such as "they value experiences over things," "they gather information thoroughly on social media before making a purchase in real life," and "they have a strong tendency to be creative and make productive, efficient decisions."
Quote: Markejin "Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for 10 years from now"
However, in Japan, people also seem to prefer communication in closed situations.
For example, a chat app called Himabu
Reference: Himabu (https://himabu.com/)
This is a chat app exclusively for students, and rather than just posting on a timeline, users can join clubs based on their hobbies and interests, and can also call anyone, allowing them to enjoy communication within a limited generation.
The communication that only occurs between students may be what gives rise to student entrepreneurs and businesspeople.
If companies do not consider such closed communities when considering their marketing strategies in the future, they will find it difficult to be accepted by Generation Z.
Originally, there was a definition called Generation X in the United States, which then evolved into Generation Y and Generation Z.
Gen X: Born between 1965 and 1980
In Japan, this generation is known as the "new human race." Currently, they are around 40 to 55 years old.
Generation Y Born between 1981 and 1995
In Japan, this generation is a combination of the "Post-Baby Boomer Junior" and the "Yutori-Satori Generation." Currently around 25 to 40 years old.
Gen Z Born 1996 – 2000?
In the United States, they are also known as the "smartphone generation." They are currently around 18 to 25 years old.
I am part of the latter half of Generation Y, so I was software managers email database raised just at the edge of being called a digital native, but Generation X was born in an era when mobile phones were already available.
To put it dramatically, we live our lives assuming that we will always have access to the Internet, to the point that we have no idea what it was like without mobile phones or the Internet.
With that in mind, if we were to list the characteristics of Generation Z, they would be something like this.
Online communication is the norm
High literacy regarding personal information
Using smartphones for most of disposable time
The criterion for judging the value of a product is quality, not price.
No qualms about self-expression through video streaming, etc.
He is good at using different characters depending on the community.
Over the past 30 years, the internet and digital devices have transformed people's lives and values, but I feel that if we do not understand the values of Generation Z, who will lead the future, and the issues that Generation Z perceives as being related to other generations, we may end up doing completely misguided marketing.
What is your marketing strategy for Gen Z?
In the midst of all this, I came across an interesting article about Generation Z, which I would like to share with you.
MarkeZine
Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for the next 10 years
Generation Z has been getting a lot of attention in recent years. Compared to other generations, Generation Z's mobile usage and lifestyle are significantly different, and this is clearly reflected in their use of smartphone apps. How can we capture insights from Generation Z, who will be responsible for consumption in 10 years, in order to develop them into future customers? We will visualize Generation Z's mobile environment with data and explain the clues that have emerged from it.
Source: Markejin "Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for the next 10 years"
This article contains information such as the fact that the amount of time spent using smartphone apps has increased by 50% in two years and that 70% of downloaded apps are never used.
There have been some issues with smartphone apps in recent years.
In particular, when it comes to approaching Generation Z, they said that "current advertising delivery has not been effective."
This is because they have grown up in an environment where it is normal to have a smartphone, meaning it is normal to be able to access and send any information anywhere, anytime. This gives them a high level of judgment about information and a strong desire for self-expression, which differs from other generations.
There is a lot of information about Generation Z, such as "they value experiences over things," "they gather information thoroughly on social media before making a purchase in real life," and "they have a strong tendency to be creative and make productive, efficient decisions."
Quote: Markejin "Isn't that a preconceived notion about Gen Z? A fact-based strategy to develop customers for 10 years from now"
However, in Japan, people also seem to prefer communication in closed situations.
For example, a chat app called Himabu
Reference: Himabu (https://himabu.com/)
This is a chat app exclusively for students, and rather than just posting on a timeline, users can join clubs based on their hobbies and interests, and can also call anyone, allowing them to enjoy communication within a limited generation.
The communication that only occurs between students may be what gives rise to student entrepreneurs and businesspeople.
If companies do not consider such closed communities when considering their marketing strategies in the future, they will find it difficult to be accepted by Generation Z.