gand Selli ng to

U nderstandin
By Ted lanusz

Ceneration Z and Like the Baby Boomers' most

of Ceneration X
comesan impor-
wants

your newest grou,p of,clients But with that desire

Ceneration Z comprises who meaningfulworL balance
nJ* aboul ho>e
t a healthy work-life
But how *"'n Jo yo' tant caveat:they also otti"
employees ' fletiole leave-polic'es and
were born after 1995 T^ey wanl Iela^ed o"ttl 'oat'
i"t y tley want a boss who
?

to the a ['eedorn to do the'r

Z' let's compare them ntta
"Utor. *ot'f RexiOitity and family
To understand Ceneration pt'1t-d:9 them who is sensittve to their
ol ptopi"tftul
other four generations va I ues.
or working tor you
o. .rt?.nity o'ying from
"",lr1,
1981and 1995
Millennials - Born Between
Matures - Born Before 1946 rhe next Iroup s
ii?t"'o*p't could be vour parents 8'?i1?:i."tts
or even
(cr
workio"ce. Millenn'als
":':lit*:ii?::l?ff',T.T[JE,,
I I rvr L'
Lenerdtru'r
i''r'rpoltani
;;;;,: 8,, "o ,,.'f i; "o ol 'ubslaniial'
y" ;
Matures believe tn rult
;1:* :':l :: :::;:: question;
i:: wanr 1o part;,-ipate o" '"uari*y
'^ '^ ^'tc 'n'n'rh tlvill allow
ther^n 10
lea'n and 'l'e neW

authoritv. When they

*"'" young'1nty'911::t whole was :-;];, ;;;, ;attv their Ie'hnicar sk;rr'
i;J ',;;;,-: " tr'''f *'ie toldi Societv as a
top down 3flucture After is personally rewarding'
characterized ny *iflt"ittit'
' g";'f ll or the Mlllennials desire workthat
who live to work Millennt'
all, many matures
during World War
Because, unlike Baby
;;;;ttt only live
if'"t gen'"eratron' for the most O't'"ut inYo'Lo - you
Korean War' Membe" als onlvworkto f'ut ifttV
"f i" allthat life has to offer'
conformitY and rules' you need
- "'-itt'tttt
iri,*rnt once so
esPeciallY outside the lob'
inter generational lonflict
There has always been prob- like a
wh: '"16rg
Members of the next
gtnt"iion 1a'?y^::::ttt) Tpi, ge'eration rir'glv wanl)
a,Doss
qav[g there
with You lnow ntol': f ntyoitf ;ft bosses who are '91q31 or
ablv apptoached MaL'ores . oach or rl1e
*atures lrl<ely responded
is a better way to ooin,.gr.' And it hierarchlcal
"NoiThis is the w'y"'i n3t always been done
with,
7'Botn Between 1996 anclthe present
."1;ryt will be done this waYl" Generation thrs most recent genera
i*"rlrl-b"' mistake tothink of charac-
ol simply "'iniH't'ii"nnials"'since they have
tion
Ba bY Boo m
" "; :, : :::H:J,jffr:l$t' ;'r:3' as
teristics that are uniquelytheir
own'

HLI'I ::J;iJ'ffi li*3ili il;

But they also
io*o,L' n.
of ttt" o'g'nization
impact on the success extra
ap"preciation for their
want praise, 'nd as the resulting financial
"togn't'o"n *"lf
hours and hard work' "
Boomers live to work'
accompunytt''t'
rewards that
i) probably the mosi n-rale' WHAT PERCENT Of TODAY,S
ADULTS ARE-CURRENTLY
ln general,l h': $eneralion ro BABY
oF'^r'Y worf shop> , .HTDREN ..MPARED
,,r?ri,. Jftr,. t-ut The atte'oee' ffilri,iiffi
theorize as to why the
gtn;"tiont ':it!:^Y]"tnat thev tiiii,ltainttrryAr;s$hcFi,.,',:;.,':';,,:,i;;,i;,/,;1::-,,'';;;';,
that Baby Boomers are so
do. one attendee specuiated were
of thert
materialistic because many ?i!1t.I]^)ho
they were growrng Millennials - 12%
;i;'ggled inancially while
"r,;t;t
,o.Therefore MaLu'es;ns1 rutted
i he 'ard
their Baby Boo're'5ons '&i;4lei*g*ai rosrAY'o.h,
'We a"":' *"t yoLr to oeal with
and caughter'
Co make something of your- il ;h;;- LEss rHAN rHREE
YEAR'?
into
times that wehad to s1% - which will translate
did
"ni"" itto'o;oUt over their working ttves
selvesl" So Boomers
and 1980
Generation X - Born Between 1965 i'*HiggibAmiiiill6itAt5.wA!.'{:r,.T,,i',;,,;,',,;,1:,;,;:,,;,
who are Cen X feel like
they are
,)t\:,,:ti,:i,:,,"'.4:,M
t*a1$ig'i.;:,,t:,',,
Manv of my attendees to talk about
':rverybody seems
the iorgotten gt"""tion
..1. . ,:-.',. .a.. .r'.:..,'..,.t,'"' '

say "Nobody seems

Babv Boomers and Mrllennials';they Continued an Page 48
to ever mention us "

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n

34 PIA AgencY Marketing Cuide

Continued from Page 34

By Ted lanusz
UnderstandinSandSellingtoCenerationZ

CenZisthemostethnicallydiversegeneration.By2020'
i nority
i.r tl, f,l, f "t Ame rica's y"tt't *i t btlon Clo^:.1
f
t

diversity only
r.r.. Jr. ethnic group They tend to
notice
when it is lacking.

Also by 2020, Ceneration Z will

account for 40% of all
conSU me15.

Ceneration Z are much

Millennials are spenders, whereas
of this generation
more cost-conscious ln fact' many
They like to feel and see
;.ir;ily prefers to shop in stores sure that they're
;;;;rJa; in person They want to make
f uy,ng sornething hign-quatirY

WhenMillennialswereinmiddleandhighschool,brand nce to beef u p a,resu me

Abercrombre & Fitch); lookin g to get enou gh experie
narnes were allthe rage (think Z would rather stay
the economy and world and th'en ,iou. on, l5% of Ceneration
Ceneration Z worries more about different roles; perhaps
,a it . ,rr. company, but have
then HR'
ecologY.
,.r,ng t,,n,t in marieting' then accounting'
Millennials were born into
When it comes to being online' college grads are
the lnternet ln Doyou realizethat 44%of recent
the Lnternet; CeneratiJn Z has mastered in jobs that don't require a college degreel75%
working Wi-Fi is more
fact,4O%of Ceneration Z said that "rilL"V"a Z say there a re other ways of gettin g a good
because teenag- of Ceneration
important than operational bathrooms
hours a day on social media' education,ratherthangoingtocollege'gettingadegree
ers spend an average of nine
presence to reach and, with it, a boat-load of debt'
ir".i ;,ow ug"nty"huut a social media
your next generation of clients?) one aspiration after
According to Adecco, their number
isonot to find the idealiob' as
al\'Aillennial might
not lust one :;il;g;
Ceneration Z multitasks on five screens' but instead to simply be inancially stable
have an attention span of if f i.illy say,
or two. As a result, Cen Z'ers
They experience FO M O ' which
is a
7 \s com peti-
,bort ,"u"n seconds Mi I len nia ls a re col la borative; Cenerat \on
Fear Of Missing Out' tive. They saw their parents struggle
thlofSf the recent
recession enough to realize that
in real life' (unlike what
YouTube daily' and
Nine out of ten teenagers watch believe grow-
it " ln fact' one of my ,rni *,f .nnia'ls might have been led to3 re-qult'
f

almost half "can't live without 77% of

students
,tt.na"., is a teacher' She told that her
me
influencers
"don't watch broadcast TV No' they have
u rsday even i n g at
on YouTu be th at they fol low Every Th
media,celebrity will
7:3O,for instance, a particular social
there to watch it "
release a new episoje And they'll
be
brands financially sup-
Ceneration Z wants to know that
l-ove to know that
port the sa me ca uses they do They
And if Cen
their purchases are making a real difference
rnessage'
Z'ers'canhelp produce or create the marketing
theY will be more resPonsive to
it
l.g ,ipl .", everybody gets a trophy- 45
Ceneration Z expects they will need to work harder
tiat
generation'
to achieve success than any previous
to contrrbute arttcles to all
Ted )anusz, MBA, has been honored
and has conducted
Ouides
nine annual PIA Agency Marketing
*"ii1rt, webinarifor on markettng Because Baby Boom-
PtA
erslearnaboutandusesoctalmediadifferentlyfromother
aqents
Jor tnsu-rance
qrrrii,;rt iid conducts his workshops
to use soctal medta to
and rnsurance compantes who want
and compa
a bottom llrne rrnpact for their agencres
;,;;,;r;,
nies. Learn mor e al

Ceneration Z want
When it comes to a careel 60% of
Millennials are
their jobs to impactthe world Whereas

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