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Generation Z: Marketing’s Next Big Audience

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Generation Z: Marketing's Next Big Audience

Generation Z: Marketing’s Next Big Audience

Move over Millennials, there’s already a newer generation businesses are interested in, and it’s called “Gen Z”.

If you were not familiar with this new generation label, no one would blame you. Generation Z is currently under construction, with a vague birth range that starts in the mid-90’s to present day. This generation is the most tech savvy ever, period. They were born with cell phones, video games, non-dialup internet, and all the other tech perks you weren’t lucky enough to have when you were young.

However, it’s not all fun and tech games for Gen Z. As the first wave of Gen Z is set to graduate college within the next few years, they will be entering a competitive realm with fewer opportunities. The previous generation of Millennials still find themselves underemployed and competing for the same entry-level positions. Couple that with the ever-rising cost of living and housing, there is a bleak outlook for these youngsters.

Businesses will need to communicate with Gen Z differently than other groups. Investors should watch for macro trends in Gen Z demographics and psychographics to see what opportunities are worth taking advantage of. Here are some basics on Gen Z:

For starters, they are a multi-screen user demographic. As the infographic suggests, Gen Z’ers prefer to multi-task on up to 5 screens. The best way to get to their wallet is through the devices in their pockets. The majority of their screen time is spent on smartphones. Also, video content is huge for educating and connecting this demographic. It makes sense, as the average American’s attention is only 8 seconds and most people are visual learners; long winded messages or blocks of text are just not effective at getting people’s attention.

Although Gen Z’s purchasing power has not come to fruition yet, it is important for businesses to connect with them early on and maintain that connection as their incomes grow. Youth today want to connect and trust those that they buy from and do business with. Relationships are paramount for business, and Gen Z is no exception.

 

Original infographic from: Marketo

 

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Demographics

Mapped: Population Growth by Region (1900-2050F)

In this visualization, we map the populations of major regions at three different points in time: 1900, 2000, and 2050 (forecasted).

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Map of Population Growth by Region

Mapping Population Growth by Region

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

In fewer than 50 years, the world population has doubled in size, jumping from 4 to 8 billion.

In this visualization, we map the populations of major regions at three different points in time: 1900, 2000, and 2050 (forecasted). Figures come from Our World in Data as of March 2023, using the United Nations medium-fertility scenario.

 

 

Population by Continent (1900-2050F)

Asia was the biggest driver of global population growth over the course of the 20th century. In fact, the continent’s population grew by 2.8 billion people from 1900 to 2000, compared to just 680 million from the second on our list, Africa.

Region190020002050F
Asia931,021,4183,735,089,7755,291,555,919
Africa138,752,199818,952,3742,485,135,689
Europe406,610,221727,917,165704,398,730
North America104,231,973486,364,446679,488,449
South America41,330,704349,634,344491,078,697
Oceania5,936,61531,223,13357,834,753
World 🌐1,627,883,1306,149,181,2379,709,492,237

China was the main source of Asia’s population expansion, though its population growth has slowed in recent years. That’s why in 2023, India surpassed China to become the world’s most populous country.

Southeast Asian countries like the Philippines and Indonesia have also been big drivers of Asia’s population boom to this point.

The Future: Africa to Hit 2.5 Billion by 2050

Under the UN’s medium-fertility scenario (all countries converge at a birthrate of 1.85 children per woman by 2050), Africa will solidify its place as the world’s second most populous region.

Three countries—Nigeria, Ethiopia, and Egypt—will account for roughly 30% of that 2.5 billion population figure.

Meanwhile, both North America and South America are expected to see a slowdown in population growth, while Europe is the only region that will shrink by 2050.

A century ago, Europe’s population was close to 30% of the world total. Today, that figure stands at less than 10%.

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