Subject areaProcess and organisation
Also known asGen Z
Generation Z is the generation born roughly between 1997 and 2012, according to the classification of Pew Research Center, a US research institute.
It follows the millennials and precedes Generation Alpha. The boundaries vary from one source to another, and there is no common European convention.
Its distinguishing trait is having found smartphones and social networks already in place while growing up, and it is the age group in which TikTok took hold with its short-video format. In marketing the label is a starting point for segmentation (dividing the market into homogeneous groups), and it needs completing: within the same generation, income and country separate people more than year of birth.
Source: Pew Research Center, Michael Dimock, Defining generations, 17 gennaio 2019 (fonte statunitense: manca una convenzione europea comune).
An example
A bank that wants to reach people opening their first current account explains how a mortgage works in short TikTok videos, and sends to its website only those who want to go deeper. The result is measured on the accounts opened by that age group.
broader entriesthis entry and narrowertwo levels down← up · → down
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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