The Generation Z with the frying pan by the handle


Its members are accustomed to define their own tastes, trends and values.

It is the first generation that does not follow the pattern of the guardians of traditional culture. This has huge implications for the way in which its members buy and spend, even as the pandemic coronavirus change the many. There are several reasons:

1) The Z is different from previous generations of adolescents, because their members are the creators of the content they consume. Until very little time ago magazines, advertisers and other media had an important role in the modeling of the youth culture. But today, thanks to You Tube, Instagram and other social media platforms young people spend the bulk of their time with content created by their peers. This has large implications for the future of their consumption habits.

2) Companies aiming to attract this demographic group, instead of influence them, must follow them. Social networks have enabled them to exercise a profound influence among themselves and, therefore, on the companies also. They are using that influence to restructure the environment, consumer future, with attitudes toward the environment and gender identity that strays from those that have a little more years. Companies are responding to their demands.

3) The deep concern of these young people for the environment, sustainability and the fluidity of gender is already having great impact on the business. Greta Thunberg is not the exception but the norm in this group. The environment is the social concern and policy number one for the young people of today. And massively they are willing to vote with your money to achieve business practices more sustainable. This generation values individuality, as inclusiveness. Young entrepreneurs are pushing for a change of chord in their industries. Offer, for example, garments that serve both for women as for amen, more radical changes that many of the interpretations of the neutrality of gender that makes most of the brands.

4) The pandemic coronavirus is a decisive moment in their lives that could end up empowering these teenagers to require a lot more companies. Each generation is moulded by national and international events that take place during their formative years, when their identities sy visions of the world are still flexible. The political attitudes of the Generation Z, the confidence in the institutions and their approach to spending, all of that will take shape by the experience of the coronavirus.

5) The ability of social media to disseminate trends for the world means that the consumers of generation Z have a lot more in common than any previous generation. There is No doubt that conscious consumerism is an incomplete response to structural problems such as climate change. But at this time, the influence of the consumption of the generation Z is the greatest political tool you have at your disposal. And now that the teens are connected to each other constantly on social networks, telling what is good and what not without paying attention to what they think the traditional actors, the companies will soon have to follow the pattern of what they say teens.