As Gen Z grows up, marketers focus with dogged determination to understand what makes this digital-first generation, one influencing culture at large, tick.
Gen Z is poised to be nearly a third of the population by 2030 and has approximately $360 billion in disposable income today. Their median age is 18 years old, with the eldest around 26. Meanwhile, the average CMO is 54, so naturally there is a generational gap for decision-makers striving to understand Gen Z’s needs, aspirations, and preferences.
To that end, Canva embarked on a research project to better understand the economic opportunities visual content affords brands. Along the way, we found some interesting insights into how Gen Z likes to consume and share content. With those learnings and other available research in mind, here are three keys for CMOs who strive to crack the Gen Z code.
More so than any other generation, visual communication is second nature to Gen Z. From memes to videos, from digital whiteboards to GIFs, the currency in which Gen Z communicates, both personally and professionally, is visual. This truth offers critical clues to marketers working to ensure brands resonate with them. Averaging more than four hours daily on social apps — all dominated by visual creation and sharing, it’s no surprise that our report found that 93% of the “demo” believes visual communication helps them articulate ideas better.