Millennials, born between 1980 and 1996, have been at the centre of the attention for the last decade. To the point that fashion even gave to this generation a colour: the famous Millennial Pink. It is a sort of a grapefruit shade and apricotty salmon; you might like it or not, but for a while, it was everywhere! We have learnt everything about this exciting and multitasking generation. A generation that through the decades has learnt to adapt to many changes. During the ’90s, they lived on their young skin, the shift from an analogue to a digital society. To the contrary, what one would expect, the following generation, the Digital Native GenZ prefers physical experiences.
In 2020 Millennial are expected to be at the peak of their workforce, numerically speaking. It won’t last long, Generation Z or GenZ is picking up and fast, by 2030 they expect to be the 22% of the workforce, therefore a significant consumer group.
//Digital Native GenZ vs Millennial
GenZ is a generation very different from that of their older siblings, the Millennials. GenZ, born between 1995 and early 2000, is incredibly inclusive and pragmatists. Digital Native GenZ prefers buying offline if compared to their Millennial siblings and their Baby Boomers parents. They reflect changes in several aspects of consumer behaviour and will have an ever-increasing impact on changing cultural and social norms. Therefore they will be critical influencers for the real estate retail business and the conceptualising of future cities, the design of our homes, buildings, and workspace.
They never lived in a world without the Internet, so one would expect that they use their mobile phone for anything they do. That is not precisely true: while GenZ tends to use their phone to keep themselves well informed, they are a brick-and-mortar store generation. Enough of online, let’s experience something and live offline!
According to the National Retail Federation and IBM’s Institute for Business Value mentioned by Forbes, members of Generation Z are “digital natives”. They cannot remember, or never experience, what it was like to live with no access to the Internet. They are engaged users when it comes to browsing online but not when it comes to carrying out the actual buy. GenZ prefers to touch, to try on, to look with their eyes, switching back to digital by buying using their smartphone.
Digital Native GenZ prefers physical experiences, and they are the next big consumer group. The more you know them and understand them, the more your brand will be able to entice them to enjoy what you have to offer. Pop-up events are unexpected events that can have a twofold purpose in this context:
- A pop-up is by itself an exciting happening, due to its brief lifespan. It will attract a broad public: take this opportunity for your brand to get in contact with this generation but also with the general public moved by the FOMO;
- Through a pop-up event, you can start studying this influential generation. Gather all the information you need to begin implementing changes that will bring benefit in the short and long them. You will be ahead of the game when this generation is the biggest consumer group.
If you haven’t thought before in launching a pop-up, this might be a perfect opportunity! And if it sounds scary, remember that nothing new grows out of your comfort zone or your classical shop.
We are here to help you all the way!