Is Generation Z a subculture? Or is it only a subculture like Y2K, a branch of Generation Z?

Generational Subcultures Learning Objective 12.5 To comprehend age andgenerational inuences on consumer behavior According to the U.S. Census, there are 317 million Americans. Figure 12.6 E! shows the generational classication of the U.S. population and the proportion of each generation.57 Each generation is a distinct subculture and market segment, because its members have unique priorities and purchase patterns. For instance, don't you listen to different music than your parents and grandparents, dress differently, enjoy different apps and social media, different forms of entertainment, and visit different websites? Important shifts occur in an individual's demand for products and services as he or she goes from being a dependent child to a retired senior citizen. In this section. we describe the consumption patterns and impact of technology on the following age (or generational) subcultures: Generation 2. Generation Y, Generation X, baby boomers, and the GI Generation. Furthermore. generational differences in use of technology are discussed. I Depression or GI Generation Age 75+ (16 million) I WWII or Silent Generation Age 6674 (22 million) I Older Baby Boomers Age 5765 (37 million) I Vounger Baby Boomers Age 47-56 (45 million) I Generation X or Millenlals Age 3546 (41 million) I Generation Y or Echo Boomers Age 1834 (71 million) Homeland Generation or Digital Natives Age Under 18 (74 million) FIGURE 12.6 The Generations within the United States (in millions) samvmpisdmwm 'Wmmmlw'wwwmm 2076. mammal Generation Z: Persons Born between 1997 to the Present Generation Z (Homeland Generation, Digital Natives) The age cohort representing people born from 1997 till the present. Generation 2 (Homeland Generation. Digital Natives) 9 is the cohort of people born from 1997 to the present day. Members of \"Gen Z" are highly \"connected," having had lifelong exposure to and use of communication and media technology such as the internet, instant messaging, text messaging, and cell phones. Most of Gen 2 received their rst smartphone by the age of 13, something that was unheard of in the previous generations. Gen Z is the most diverse American generation ever, consisting of 54% Caucasian, 24% Hispanic, 14% African American, 4% Asian, and 4% mixed race/other. It is also the last generation to have a Caucasian majority in the United States. This generation is more likely than older generations to have social circles that include people from different ethnic groups, races, and religions. Experts expect Gen Z members to be the first generation to earn less than their parents, because they are growing up in a period of fundamental changes in the wealth distribution in the United States. Generation 2 (Homeland Generation, Digital Natives) (D is the cohort of people born from 1997 to the present day. Members of "Gen Z" are highly \"connected," having had lifelong exposure to and use of communication and media technology such as the internet, instant messaging, text messaging, and cell phones. Most of Gen 2 received their first smartphone by the age of 13, something that was unheard of in the previous generations, Gen Z is the most diverse American generation ever, consisting of 54% Caucasian, 24% Hispanic, 14% African American, 4% Asian, and 4% mixed race/other. It is also the last generation to have a Caucasian majority in the United States. This generation is more likely than older generations to have social circles that include people from different ethnic groups, races, and religions. Experts expect Gen Z members to be the first generation to earn less than their parents, because they are growing up in a period of fundamental changes in the wealth distribution in the United States. One study identied the psycho-demographic variables related to connectedness with reality television among preteens and teens. The results showed that young people who greatly valued popularity and physical attractiveness were more likely to feel connected to reality-television programs. In contrast, teens who were more interested in excitement were less likely to be connected to reality programming. The value of excitement was unrelated to connectedness among preteens. These results are important to marketers because viewers with a high level of connectedness to a program are more likely not only to view the program but also to watch it in real time and without time shifting. Marketers can develop more effective strategies by understanding connectedness, rather than relying only on demographics.53 This generation consists of two markets: older teens G) and early twenties, and Means D are aged 8 to 12. Marketing to teens and Means means targeting lucmtive, elusive, and fickle customers. Marketers must understand a variety of lifestyles that morph into and out of each other and that change quickly and unpredictably. Teens and tweens are not alike. Teens are more independent in their behavior and less reliant on their parents than tweens are for day-to-day decisions. Teens are beginning to develop the characteristics and behaviors of adulthood, while tweens still share many traits with their younger siblings. Families are more important to tweens in terms of their social lives as well. teens The age cohort representing youngsters who are between 13 and 17 years old. tweens The age cohort representing youngsters who are between B and 12 years old. In the past, teens and tweens were often lumped together with younger children. such as those aged 6 to 11 or 5 to 12. Therefore, some marketers have alienated them, most often by talking down to them. Teens and tweens like companies whose messages are tailored directly to them. Marketers who effectively tailor products and brands to the needs and desires of this target market will succeed in making them customers. Tweens tend to be more brand loyal and teens more brand skeptical. Technology is the center of both groups' lives and they fully accept technological innovation and obsolescence. Among teens and young adults, surng the intemet is the primary leisure activity. Most teens and tweens create content on the internet and use social networking sites. They go to the mall to socialize and buy things. The average teen or tween earns close to $30 per week from all sources, and 30% of them are involved in family purchase decisions on items such as cable providers and cell-phone service. All told, teens spend about $160 billion annually, whereas tweens have buying power at about one quarter of that.\" Among 13- to 17-year-olds, YouTube is the most popular way to listen to music. with 64% using it. Radio was next, with 56%, followed by ITunes (53%), CDs (50%), and Pandora (35%). Arncng adults, the most popular ways to listen to music were radio (67%), CDs (61%), YouTube (44%), Pandora's custom radio service (32%), and Apple iTunes (29%)}m Furthermore, Generation 25 are more likely to make purchases directly within social media platforms (e.gr, Snapchat), prefer automatic replenishment programs in fashion, have not formed store loyalties (but will for the right stores), are likely to write product reviewsbecause it's fun, prefer shopping in physical stores, buy on impulse, and prefer mobile devices.\"1 Generation Z individuals are more likely to be on Snapchat than Facebookalso a major shift from previous generations. Furthermore, they are more likely to shift to the next big thing in social media. whatever it happens to be. Also, they believe that it is okay to give up some privacy in order to have a faster or more customized experience. In addition, these young consumers are more apt to voice their opinions on social media by creating content such as product reviews.62