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Both the current market structure and consumers are not the same as they were 20, 30 or 40 years ago.

The introduction of new technologies in our daily lives, as well as a new conception of work, of the market and of needs has favored that these changes are more and more pronounced and that the differences between the different generations grow.

According to a study carried out by J. Walter Thompson, a new generation, Generation Z, has emerged after the Millennials.

Little has been said about this group so far, as companies are still trying to get to know the Millennials and their consumption habits.

However, this generation, born between 1995 and 2010, represents a not-so-distant future in which companies will have to think if they want to adapt to the market and secure their corporate future.

Returning to the JWT study, the famous advertising agency states that this generation can be considered the first truly expert in the mobile sector: they use smartphones, tablets and the Internet on a daily basis, and focus their habits and money on these tools.

Another report published by Ernst & Young reveals that the characteristics of this generation are quite different from those of Millennials.

Generation Z members would be more self-aware, persistent, realistic, innovative and self-sufficient.

After assessing these assertions, we wondered how companies can reach Generation Z and what points they have to modify to suit their future consumers.

The First Step

The first step will be to understand what these young people are like and to learn about their concerns, desires and habits.

You have to be aware that their needs are going to change quickly, just as new technologies or the Internet do, so it is not a bad idea to innovate and anticipate the changes.

Also, do not neglect customer service. Today this practice has been personalized and what this generation is looking for is to be taken into account, feel involved and be part of the solution.

On the other hand, technology takes on a fundamental meaning for these digital natives. We must not forget that they have known it since they were born and they handle it without problems, they are up to date with all innovations and do not conceive of the possibility that they do not have to use it.

We are talking about mobiles, computers and the Internet, but also about the way of communicating. Beyond instant messaging, social networks such as Twitter or Instagram have made these audiences communicate more, faster and with greater interaction with other users.

Importance in the labor market

These characteristics can also have an important relevance in the labor market.

The use of new technologies will make jobs evolve, even allowing the creation of new ones, as already happened with Community Managers or SEO and SEM experts.

Similarly, the way of conceiving the work environment will also change, improving leadership, teamwork, work flexibility, diversity, the performance of different tasks by the same person and concern for Corporate Social Responsibility.

Moreover, it is likely that many of these digital natives will decide to start their own business or startup, so we should not be surprised if a new Mark Zuckerberg emerges in this generation.

All these reflections lead us to a key point for the marketing and business development of companies: segmentation.

Depending on the characteristics of your products and your objectives, knowing the characteristics of Generation Z may bring new market niches and new business opportunities.

Large corporations have already begun to realize the potential of this generation. Are you ready to adapt your company to these changes?

Be prepare and allow your organization to be prepared for the arrival of this new generation.