Posts Tagged: Centennials

Tomorrow’s Target: Marketing to Centennials

by Sara KneeSocial StrategistPublicis Kaplan Thaler

by
Sara Knee
Strategist
Publicis Kaplan Thaler

Gen Z. Post Gen. Centennials. Whatever you call them, they’re the next big thing after millennials. They make up 23% of the population and they’re about to enter the workforce, cementing themselves as a major economic influence. Even though Gen Z is roughly same size as the millennial generation, marketing with the millennial mindset isn’t going to resonate with this generation, which is more realistic, risk-averse and cynical than the one before.

Gen Z were born realists. While millennials were born into an era of a rising middle class, centennials have seen economic instability undermine the middle class. They do not believe, as millennials did, that they will do better than their parents. Centennials have seen existing systems fail and have watched polarized politics make government less efficient, so they’re more likely to work around the system to get things done. Read More ››