Market

Gen Z is Ready to Start Adulting…Now

December 22, 2017 by Caitlin Murphy 1 Comment
Generation Z female giving the peace sign.

If you’re still gossiping about the Millennial generation, that’s old news. The public has flooded news, blogs, social media, and surveys with information on Millennials and how to market to them, but are they forgetting something? Generation Z has crept up suddenly as the oldest Gen Zers turn 22. Now, purchasing markets have rushed to collect data on how much purchasing power this new group has and how to effectively market to them. What did they find?

In the midst of figuring out Gen Z, research has left us pleasantly surprised–especially when it comes to adulting–because they are ready and willing right now.

Generation Z characteristics:

  • Generation Z now makes up 26% of the population
  • Born from ~1996  to somewhere between 2012 and 2015 (information varies)
  • Pragmatism: conscientious, hard-working, and “mindful of the future”
  • The first true digital generation: grew up with iPhones + more
  • Optimistic rather than the “innocence lost” mentality of Millennials
  • $44 billion annually in purchase power thus far

What Gen Z thinks about:

Housing 🏡

24% of Gen Z says they will pay for college through personal savings 38% plan to work during college 65.7% of Gen Z students plan to attend in-state colleges to save on tuition costs Willing to make sacrifices to attend college debt-free: Driving or owning a vehicle (23.2%) Freedom of living independently (22.9%) Dining out (22.3%) Spending time with friends (21.9%) Getting married (9.7%) 82% plan to obtain scholarships to pay for college. Find this image on blog.phmc.com

Education 👨‍🎓👩‍🎓

24% of Gen Z says they will pay for college through personal savings 38% plan to work during college 65.7% of Gen Z students plan to attend in-state colleges to save on tuition costs Willing to make sacrifices to attend college debt-free: Driving or owning a vehicle (23.2%) Freedom of living independently (22.9%) Dining out (22.3%) Spending time with friends (21.9%) Getting married (9.7%) 82% plan to obtain scholarships to pay for college

Money 💰

21% had a savings account by the age of 10 Some earn up to $17/wk in allowance 1 in 5 say debt should be avoided at all costs 77% (people ages 14 to 21) currently earn their own spending money: Freelance Part-time jobs Earned allowance Some earn up to $17/wk in allowance Gen Z females want to spend more on experiences Gen Z males more likely to spend on products **The percentage of Gen Z members who are earning and spending money is about the same as the Millennials surveyed, who are ten years older!

Realtors and lenders across the board,  get ready to accommodate the largest generation with the most purchasing power yet. Majority of Gen Zers are still too young to affect the housing market now, but with 82% believing in the American Dream, they’ll start purchasing homes before you know it!

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