While Millennials, who were born in the early 1980s, continue to mystify the world, there’s an even more puzzling generation on the horizon — and they’re going to change everything. Enter the iGeneration, also known as Generation Z, or those born in 1994 and later who grew up with a smartphone in hand. Like Millennials, iGens share constant connectedness, but this generation of digital natives is also fiercely independent about their digital decision-making, from how they use Snapchat to the products they purchase.
Schneider Associates (SA) partnered with The Pollack PR Marketing Group (PPMG) to uncover the unique personalities and preferences of iGens. The “iGen Goes to School” study found that iGens require information on-demand, and trust the advice of friends, even strangers, more than authority figures, organizations, and brands on social media. We believe the findings apply to marketing of all types.