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Move Over Millennials: What Brands Must Do To Embrace Gen Z Consumers

February, 2019

Coming of age has never been easy, and in these ever-changing modern times in which nothing seems certain, teenagers have never had it more tough. If you think that makes Generation Z anything like Millennials, the less optimistic and often misunderstood cohort preceding them, think again. Though Generation Z is stereotyped as having been born with a smartphone in hand, and as having grown up in a world in which personal privacy seems like a privilege, Generation Z is actually quite different to Millennials, in ways that are refreshingly surprising. As the youngest of Generation Z enters the workforce, brands would be smart to do their research, and fast - it’s estimated that by 2020, Generation Z will account for 40 percent of consumers. With their seemingly short attention span and fine-tuned skepticism, it may seem like brand loyalty will be harder to attain and keep with this generation...though not at all impossible.

" Though Generation Z is stereotyped as having been born with a smartphone in hand, and as having grown up in a world in which personal privacy seems like a privilege, Generation Z is actually quite different to Millennials, in ways that are refreshingly surprising. "

The oldest of Generation Z are typically labelled as having been born in 1995, the cut off mark yet to be defined. By 1995, the Internet was widely available - not a single Gen Z-er has lived in a time in which the Internet and cel phones didn’t exist. Having been born with everything at their fingertips, while they may perceive their options as infinite, they understand that their time is not. Instead of making the assumption that theirs is a short attention span problem, brands need to understand that this generation sees their time as precious. They don’t want to waste their time on something that doesn’t interest them, or on something that they perceive to be meaningless or empty. That’s why brands need to put a lot of power into their purpose. Lately, we’ve seen a trend in brands taking a stand on social issues, and Generation Z is taking note. They have little patience for inequality when it comes to human rights, race and sexual orientation. Make sure your brand clearly defines its values and does everything to uphold them...otherwise, you’ll have a hard time holding on to the youngest generation of consumers’ attention, if you can even get it to begin with.

You won’t be able to fool this generation. You can bet on Generation Z being hyper-aware of when brands aren’t being authentic or transparent, because in a way, they have been working on their personal brands since a very young age. Having grown up in a time in which social media exists, where everything is out on display, this generation is innately branding savvy. They’re aware of the stereotypes that have been placed on Millennials, and feel determined to prove themselves as anything but lazy or screen-addicted. Though they don’t want to be defined by their social media accounts, they are aware that social media is crucial when it comes to building their personal brand. Brands take note - social media offers a way to connect with this generation on a deeper level.

" Brands today have to offer these young people guidance and tools that can help them discover themselves and who they are meant to be, and they have to really think outside the box to do it. "

With their natural branding know-how, it’s no wonder that Generation Z has often been labelled as “the entrepreneurial generation”, though their motives are actually pretty pragmatic. Having been raised by the individualistically-inclined Generation X, and having witnessed the hardships Millennials are facing professionally, Generation Z wants to secure their future, knowing that the world has changed and is anything but the way it was when Baby Boomers came of age. Generation Z is looking at more non-traditional ways to make money, be it by becoming influencers or by starting their own businesses. Brands today have to offer these young people guidance and tools that can help them discover themselves and who they are meant to be, and they have to really think outside the box to do it. Brands that are open to innovation and always aware of trends will win big with this generation, and the time to adapt your brand to their needs is now.

Perhaps the most interesting thing about Generation Z, given the state of the world we live in today, is their incredible optimism. These are people who want to change the world, and believe it is ultimately up to them to achieve it. The future is looking bright.

WWW.121CORP.COM
PRIVACY POLICY

This privacy policy has been compiled to better serve those who are concerned with how their 'Personally identifiable information' (PII) is being used online. PII, as used in US privacy law and information security, is information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context. Please read our privacy policy carefully to get a clear understanding of how we collect, use, protect or otherwise handle your Personally Identifiable Information in accordance with our website.

What personal information do we collect from the people that visit our blog, website or app?

When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.

When do we collect information?

We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.

How do we use your information?

We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:

• To send periodic emails regarding your order or other products and services.

Consent

We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.

Where do we storage your data?

We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.

How can you access to your data?

You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to privacidad@121corp.com indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.

How to ask us to delete your data?

If you would like to unsubscribe from any of our communications you may do so by sending us an email to privacidad@121corp.com. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.

How do we protect visitor information?

We do not use vulnerability scanning and/or scanning to PCI standards.

We use regular Malware Scanning.

Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.

We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.

All transactions are processed through a gateway provider and are not stored or processed on our servers.

What happens if there’s a data breach?

We will inform all of our users within the first 72 hours.

Do we use 'cookies'?

We do not use cookies for tracking purposes

You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.

Third Party Disclosure

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.

Third party links

We do not include or offer third party products or services on our website.

Google

Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
https://support.google.com/adwordspolicy/answer/1316548?hl=en

We use Google AdSense Advertising on our website.

Google, as a third party vendor, uses cookies to serve ads on our site. Google's use of the DART cookie enables it to serve ads to our users based on their visit to our site and other sites on the Internet. Users may opt out of the use of the DART cookie by visiting the Google ad and content network privacy policy.

We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting

We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.

Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.

California Online Privacy Protection Act

CalOPPA is the first state law in the nation to require commercial websites and online services to post a privacy policy. The law's reach stretches well beyond California to require a person or company in the United States (and conceivably the world) that operates websites collecting personally identifiable information from California consumers to post a conspicuous privacy policy on its website stating exactly the information being collected and those individuals with whom it is being shared, and to comply with this policy. - See more at:
http://consumercal.org/california-online-privacy-protection-act-caloppa/#sthash.0FdRbT51.dpuf

According to CalOPPA we agree to the following:

Users can visit our site anonymously
Once this privacy policy is created, we will add a link to it on our home page, or as a minimum on the first significant page after entering our website.
Our Privacy Policy link includes the word 'Privacy', and can be easily be found on the page specified above.

Users will be notified of any privacy policy changes: • On our Privacy Policy Page Users are able to change their personal information: • By emailing us

How does our site handle do not track signals?

We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.

Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking

COPPA (Children Online Privacy Protection Act)

When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.

We do not specifically market to children under 13.

CAN SPAM Act

The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.

We collect your email address in order to:

To be in accordance with CANSPAM we agree to the following:

If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.

Contacting Us

If there are any questions regarding this privacy policy you may contact us using the information below.

www.121corp.com
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
USA
privacidad@121corp.com

Last Edited on May 25, 2018