Editors

New Year, New Generation: 5 Things to Know About Gen Z

EditorsJan 10, 2019

New Year, New Generation: 5 Things to Know About Gen Z

Generation Z is the group immediately following the millennials, and its oldest members are in their early 20s now.

20190110_Gen_Z_blog_header.jpg
The oldest members of Gen Z, the generation after the millennials, will turn 23 this year. Their interests include Instagram, YouTube, reading reviews and saving money.

Before we get too far into the new year, I would like to attend to some business from last year.

Just before Thanksgiving, I interviewed Jason Dorsey, president and co-founder of The Center for Generational Kinetics, about his company’s latest study on Gen Z, the generation immediately following Generation Y or, as they are better known, the millennials.

Headquartered in Austin, Texas, the center conducts annual surveys of millennials and Gen Zers to provide research to companies about their mindsets, worldviews and behavioral drivers.

Dorsey also speaks about the center’s findings—he gave a talk at a jewelry trade show a couple years back—and has authored a few books, including “Y-Size Your Business,” about hiring and retaining millennials.

I wanted to interview Dorsey because while we’ve written extensively about other generations, including the much-covered millennials and the “midults,” I don’t feel we’ve talked enough about the next generation.

The dates for Generation Z are still a bit murky, but, for the center’s survey purposes, Dorsey said they set the upper bound at 1996 because of the history-altering event that took place on a clear September morning in 2001.

Someone born in 1996 will turn 23 this year. When 9/11 happened, they would have been 5 or 6 years old and aren’t likely to remember much about it, unlike most millennials, who have more fully formed memories of that day.

The lower bound remains unset, but Dorsey said for the purposes of the 2018 study, they cut it off at 13.

Now, a couple thoughts about reporting on generational differences.

First, to talk about anyone’s generation is make sweeping generalizations about a huge group of people that aren’t going to apply to everyone.

Secondly, it is not a perfect science; in fact, it is not a science at all. It is a loosely defined set of dates, and the lines between generations are blurred at both the lower and upper bounds.

Born in 1978, I am technically Generation X but feel like I have more in common with older millennials than I do with my cousins who were born in the late ‘60s and early 1970s. There is, in fact, a term for individuals born between about 1977 and 1983 who exhibit a blend of Gen X and millennial traits—Xennials.

Similarly, younger millennials—those under 30—probably are going to be more similar in behavior to Gen Zers than the oldest

millennials, who are in their late 30s now.

It’s also fair to note that a few of the traits outlined below are ones common among consumers of all ages today—checking reviews, for example, and loving Instagram—because technology has changed how many people shop, regardless of when they were born.

The Center for Generational Kinetics published its 2018 study on Generation Z in the fall.

Below are five of the standout points Dorsey shared in our interview.

A free copy of the entire report, “The State of Gen Z 2018,” can be downloaded from The Center for Generational Kinetics’ website.

1. It’s all about influencers, though not necessarily the biggest ones.

Members of Generation Z look to online influencers, more so than traditional spokespeople like celebrities or athletes, when it comes to making decisions about what they want to buy.

According to the study, nearly half—46 percent—follow more than 10 influencers on social media, and that number is even higher among women.

Influencers are so, well, influential with this crowd that Gen Z even sees it as a career path. Dorsey said they tell the center’s researchers that they want to be influencers, much like the way people of previous generations would list careers like lawyer or astronaut. Wow.

I asked Dorsey what consumers in this age bracket think of the whole issue of disclosure—that influencers are supposed to tag posts in a way that makes it obvious it is an ad but many don’t.

He said they think they can discern when it is an ad, or they just assume it is one, and that the influencer is getting money and/or free product from the brand.

“The trust is in the person. They are assuming to some degree, at some level, the personal really does believe in this product or service. Now whether that’s true, we don't know,” Dorsey said.

If influencers are promoting products/services that turn out not to be as advertised, that will eventually catch up with them.

There is also an increase in interest among this generation in what are known as micro-influencers (less than 10,000 social media followers) or nano-influencers (less than 1,000), people who have far fewer followers than, say, Gen Z juggernaut Kylie Jenner (123 million followers on Instagram) but are seen are less commercial and more legitimately passion about the product they are sharing.

2. They read multiple reviews.

The survey showed that Gen Zers read at least three reviews before making a first-time purchase, looking at Google, Facebook and other platforms, like the comments on Instagram.

Regardless of whether they are 23 or 13, “They’re conditioned to see what other people are saying about this (product or service,),” Dorsey said.

“Whatever your price point is, you’ve got to have ratings and reviews. Don’t think because it’s targeted at a younger demographic they are not reading reviews, because that’s not the case.”

3. The No. 1 platform for engaging with members of Generation Z is …

Instagram. Start using it if you haven’t already and be consistent.

4. Their default screen is not a TV.

It is their smartphone and/or tablet.

They love YouTube, and it’s not just about viral videos or watching influencers. The survey shows that the video website is the No. 1 place they go to learn about a potential employer.

5. They are a lot like their grandparents.

Whereas millennials were the children of baby boomers, members of Generation Z (again, ages 23 to 13) are the children of Generation X (roughly now 39 to 54) and even some older millennials, and the grandchildren of the baby boomers, who are now in their early-70s to mid-50s.

Just like the baby boomers were raised by the generation that lived through the Great Depression, Gen Zers were raised by parents who lived through the Great Recession, and they were raised in a way that makes them like their baby boomer grandparents.

Dorsey said they love to save money—according to him, 12 percent of Gen Zers are already saving for retirement—and they have a disdain for debt, generally avoiding overcharging on credit cards and choosing less expensive schools to avoid student loans piling up.

When they do make a purchase, they are looking to get the most value possible, to buy something that is durable and sustainable.

Dorsey advises retailers to emphasize the utility and value of their jewelry and watches utility—the fact that they will last a long time—rather than just selling them as luxury items.

“For jewelry, that messaging will be really important. We can’t just assume the next generation knows that.”

He also delivered one final piece of advice for jewelers: don’t sleep on the next generation, even though they are young and not necessarily out there buying fine jewelry now.

“Many, many people in the jewelry business waited too long to adapt to millennials,” he said. “In many cases, retailers got caught flat-footed.

“Take the time now to get to know Gen Z so you are on-trend and ready for them as they emerge, rather than playing catch-up later, which is much harder and more expensive.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy