Millennial moms, with their natural digital savvy and often progressive views of family, forced a major change in marketing. But you ain't seen nothing yet.
It is a familiar site: Young people taking selfies to add to their Snapchat or Instagram stories. Generation Z has seen the ability of "normal people" to become overnight sensations through social media, perpetuating the growth of Brand "Me."
How this behavior is disrupting media companies-and why retail companies need to respond quickly.
Trying to convert teens from being occasional users into becoming dedicated regulars? It's not that hard if you provide a small prize, or appeal to their sense of pride or friendly competition.
Considering all the talk of how teens are addicted to their electronic gadgets, it's surprising that the hottest toy of 2017 (so far) is resolutely analog. The fidget spinner is a piece of plastic with some stainless steel that doesn't do much else than spin.
At least three times in as many weeks, I've found myself involved in this very conversation: "Teens don't use Facebook anymore," my verbal sparring partner will say. "Once parents joined, they moved on to [insert latest buzzy platform here]." Statements like this have been in the headlines for years now. That does not make them true.
Is there anythings as irritating people who say, "everything will work out for the best" or "if you work hard enough, you're sure to succeed."? Both statements are false. For teens, it can be so hard to realize things aren't going to work out as planned; but that's life, things rarely go as smoothly as we'd like no matter how hard you try.
The more than 81 million who make up Generation Z are by far, the most tech-savvy generation - at least until we define their successors.
Cultural moments can define generations as young people champion causes that come to a head during their formative years. For Boomers, one such movement was the push toward civil rights and racial equality; for Millennials, it was LBGT rights, and for Gen Zs (who are currently aged 20 and younger), it may well be gender equality.
Just as marketers have mastered Millennials, along comes Gen Z. This cohort ranges up to age 20, a life stage when marketers dream of connecting before brand habits harden.