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Understanding Gen Z; Six Insights -- Richard Gottlieb, Global Toy Experts


  Thu 12 Sep 2019


  gen z, children, young adults, childhood, 911, nwo, digital age, toy industry, internet, retail, 8 seconds, attention span, salespersons, convenience, speed, peers, ratings, votes, community, family




There are 72 million people in the United States who are part of the Gen Z (Generation Z) cohort. They were born between 1997 and 2012, and those children and young adults have, so far, had quite a ride. Some remember 9-11 and the rest have grown up in its aftermath.

Their passage through childhood is probably more traumatized than any generation since those who lived through the Great Depression and World War II. The combination of their life experience and their immersion in the digital age makes them a very different generation than those the toy industry has experienced in the past.


Good article -- 6 points

1. They like to spend money but don't have a lot of it. They like to rent rather than own.

2. They see no bright line between what is "real" and what is "digital."

3. The parents of Gen Z children include them as partners in family buying decisions. They, not mom or dad, may well be the ones who determine what toys the family buys for their younger sisters and brothers.

4. Gen Z still likes to shop in bricks and mortar locations. They do, however, bring their mobile devices with them. Because they do their research and listen carefully to their peers, they find salespeople to be a nuisance. Retail store staff needs to assist them in finding what they want to buy rather than trying to influence what they buy.

5. The average attention span of a Gen Z individual is 8 seconds, 1/3 less than Millenials.

6. Gen Z uses Snapchat, Facebook, Instagram, Twitter.