Americans age 15-19 are more likely than older consumers to believe success comes from hard work, to care about identity-based issues, to value ads that showcase real people, and to use visual-first social networks, according to recent research from Barkley and FutureCast.
The report was based on data from the book Marketing to Gen Z: The Rules for Reaching this Vast and Very Different Generation of Influencers by Jeff Fromm and Angie Read.
The researchers surveyed 2,039 people in the United States belonging to four generations: Gen Z (defined by the researchers as consumers age 15-19), Millennials (age 20-35), Gen X (age 36-51), and Boomers (age 52-70).
Gen Z Americans are significantly more likely than older Americans to say that becoming a success is a result of hard work rather than luck. They are also more likely to value winning individual awards.