Business View Magazine | February 2020

14 BUSINESS VIEW MAGAZINE FEBRUARY 2020 • 41% use it to stay up to date on news • 22% share opinions through social sites Values: Today’s youth are driven and future- thinking, with 79% saying doing well in school is very or extremely important and 72% spending time on activities that will help them in the future. Politics: The assumption is that Gen Z is liberal, but the research shows that these young people represent the diversity of the political spectrum. The majority view themselves as moderate (39%), with an almost-even split between liberal (28%) and conservative (25%), and the smallest percentage falling into the “other” column (8%). These identities provide the foundation for the five key Gen Z segments. The power of five The EY Gen Z Segmentation Study identifies the five segments of the Gen Z population and shows how much of the population each segment represents: • Stressed Strivers (35%): high achievers, driven by a fear of not being good enough • Big Plans, Low Energy (18%): expect to do well and make money, but aren’t necessarily willing to put in the effort • Carefree Constituents (16%): the definition of “go with the flow”; may not drive change, but will be the ones who adopt it into the mainstream • Authentic Activists (16%): motivated by the obligation to save the world — and the fear of what will happen if they don’t • Secluded Perfectionists (15%): focused on being the best, not for money or accolades, but for the love of what they do “Companies need a Plan Z and to recognize the Gen Z is the first US generation born of three generations, meaning their parents can be baby boomers, Gen X, or Millennials