The human experience is now officially a digital experience for every generation, but for Generation Z, the most Internet-dependent generation in history, the shift has been less extreme. Technology, brands, and Gen Z are all inextricably linked, creating opportunities and challenges for today’s brands. This study by WP Engine and The Center for Generational Kinetics reveals how Gen Z is influencing marketing and the buying habits of every generation. Register for this energetic, fast-paced on-demand webinar to learn about more about this data in context: https://hs.wpengine.com/webinar-generation-influence-gen-z

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Jason Dorsey, The Center for Generational Kinetics
Mary Ellen Dugan, WP Engine
Generation influence
Gen Z and the power of identity in marketing
#wpewebinar

2. #wpewebinar
In this session, we’ll cover...
● What makes Gen Z unique from Boomers, Gen X and Millennials and
what that means for brands.
● The vital role digital experiences play in their lives and what they
expect from them.
● What defines the identity of Gen Z and their influence on the world.
● Why studying Gen Z matters.
● How traditional marketing has failed to meet their needs, and what is
meaningful to them.

3. #wpewebinar
Ask questions as we go.
We’ll answer as many questions as we can after
the presentation
Slides and recording will be
made available shortly after
the webinar
Use the “Questions” pane
throughout the webinar

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President and Co-Founder
The Center for Generational Kinetics
Jason Dorsey
● New book coming out this fall
● Met wife at a Willie Nelson concert
● Has a Gen Z daughter
CMO
WP Engine
Mary Ellen Dugan
● Star Wars fan-girl
● Met husband surfing
● Has a Gen Z son

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Gen Z - Born Digital.

6. Generational overview
Baby Boomers Generation X Millennials Generation Z
1946 - 1964 1965 – 1976 1977 – 1995 1996 - 2015

7. Who did we speak to?
1,252TOTAL PARTICIPANTS
21%
NORTHEAST
24%
MIDWEST
34% 21%
SOUTH WEST
MALE FEMALE
50% 50%
38%
33%
22%
8%
GEN Z
(14-23)
MILLENNIALS
(24-42)
GEN X
(43-54)
BOOMERS
(55-59)
33%
38%22%
8%
The No. 1 generational research & consulting firm

8. As of 2020, Gen Z makes up
more than 40% of all U.S.
consumers.

9. Getting to know Gen Z.
Identity Influence
Gen Z is inextricably tied to digital. A path to gaining Gen Z trust.

10. Our study in the news.

11. Identity
GEN Z’S IDENTITY IS VERY UNLIKE THAT
OF OTHER GENERATIONS.

12. Gen Z is the most Internet
dependent generation.
Q1: HOW LONG COULD YOU COMFORTABLY GO WITHOUT ACCESSING THE INTERNET?

13. Openness and transparency across
everything that they do.
54% of GEN Z share
images publicly
online
50% of GEN Z share
videos publicly
online
48% of GEN Z share
memes publicly
online
46% of GEN Z share
selfies publicly
online
Q22: HOW DO YOU MOST OFTEN SHARE
EACH

14. A generational cohort of creators.

15. They will teach
themselves and
build it.
▪ Gen Z has grown up
teaching themselves online
(YouTube), building things in
the digital world (Minecraft),
creating their personal
brand on social (TikTok and
Instagram) and establish
their own Web presence
(WordPress).
▪ A majority of Gen Z and
Millennials have either used
or worked with someone
who uses WordPress
Q20. HAVE YOU EVER USED WORDPRESS FOR YOUR WEBSITE?

16. Gen Z leads all
Americans in
planning to or
possibly starting
their own
business in the
future
Planning to start their own business
was down across all generations
from last year including an 8%
decrease among Gen X and a 4%
decrease among Gen Z.
Q7. DO YOU PLAN TO START YOUR OWN BUSINESS
2019
BY TOTAL
(2019)
2018BY TOTAL
(2018)

17. The Internet is a force for
good
64% of Gen Z compared to
46% of Boomers think the use of
artificial intelligence will have a
positive impact on the world.
79% of Gen Z compared to 70% of
Boomers think the Internet has
made people more connected.

18. 56% of Gen Z is friends with
someone they only know online
and have never met in person.
47% of Gen Z compared to 27% of
Boomers have said something online
that they would never say in person.
23% of Gen Z agrees with
the statement they trust
someone they meet online
more than in person.
23%
56%
47%
Online or in person?

19. The digital
representation
of self.
of Gen Z is
more likely to
disagree with
someone or an
organization
online than
in-person.
56%72%of Gen Z
believe that they
can be part of a
social movement
even if they only
participate
through social
media.

20. Q9. HOW WOULD YOU FIRST LAUNCH YOUR BUSINESS? SELECT ALL THAT APPLY.
In 2019, more than half of all generations are likely to first
launch their business online
2019
2018
BY TOTAL
(2019)

21. Brands don’t define them
56% of Gen Z prefer to fit in
rather than stand out.56%
48% of Gen Z use
brands to define
their lifestyle.
48% 45%
45% of Gen Z
identify more with
select brands than
with their country.

22. Gen Z values
tech-savviness
almost as much
as freedom
▪ Overall, freedom, equality, and
social responsibility resonate the
most with all generations.
▪ Q27. Which of these values,
qualities, or attributes is most
important to your generation?
Select one.
Q27. WHICH OF THESE VALUES, QUALITIES, OR ATTRIBUTES IS MOST IMPORTANT TO
YOUR GENERATION?

23. Influence
HOW GEN Z LEADS AND HOW WE CAN
MEET THEM.

24. Influencing
Gen Z -
Entertainment
>People
>Information
Gen Z depends on the Internet primarily
for entertainment and access to their
friends while Millennials, Gen X, and
Boomers rely on the Internet largely to
access information. These trends are
similar across 2017, 2018,
and 2019.
Q2. WHAT ASPECTS OF THE INTERNET DO YOU MOST DEPEND ON DAILY?

25. Younger generations are more likely to want an
Internet that predicts what they need at all times
▪ These trends are similar across 2017, 2018, and 2019 for all generations except for Boomers who increased
11% from 2018 on their preference for online anonymity over a predictive Internet.
Q6. DO YOU PREFER A PREDICTIVE OR AN ANONYMOUS INTERNET IN THE FUTURE
(2019)

26. Quality products,
amazing
customer
service, and good
online reviews
most build
Americans’ trust
in a company
▪ Older generations, compared to
younger generations, gain company
trust more through products,
customer service, and
recommendations from friends and
family. Younger generations gain
trust more through ratings, reviews,
and the company website.
Q12. WHAT TOP 3 FACTORS MOST BUILD YOUR TRUST IN A COMPANY OR BRAND

27. The most
trusted ads,
across all
generations
feature actual
customers and
unedited images
▪ Younger generations are more
likely to trust actual customers
and unedited images compared to
older generations; however, this
trust has diminished slightly from
2018 to 2019.
Q10. ANSWERED YES ABOUT IMAGES USED IN A COMPANY’S ADS
(2019)

28. What influences loyalty to a brand?
Habit, lifestyle and cool factor dominate.
Q29. WHY ARE YOU
LOYAL TO A BRAND?

29. Americans are more likely to buy from a company
that contributes to social causes, especially Gen Z
▪ However, a company risks losing 1/3 or more of its customers by contributing to a cause their customers don’t
support. These trends were consistent across 2018 and 2019.
Q13. MORE LIKELY TO BUY FROM A
COMPANY THAT CONTRIBUTES TO SOCIAL
CAUSES
(2019)
Q14. STOPPED BUYING FROM A COMPANY
THAT CONTRIBUTES TO A SOCIAL CAUSE YOU
DISAGREE WITH
(2019)

30. 59% of Gen Z think that in the
next 10 years, all shopping will
take place online.
Online or in person?

31. Generational consumer trends
75% of Gen Z
compared to 56%
of Boomers are
more likely to buy a
product if they can
customize it. 69% of Gen Z
compared to
46% of Boomers
are more likely to
buy a product if
they know others
like it.
69%
46%

32. Consumers
overwhelmingly
prefer website
over apps for
buying online
In nearly every category and for all
generations. (The exception is
ready-to-eat food)
Q18. HOW DO YOU TYPICALLY BUY EACH ONLINE?
(BY TOTAL; ONLY THOSE THAT BUY EACH ONLINE)

33. Q17. HOW DO YOU TYPICALLY BUY EACH?
GEN Z MILLENNIALS GEN X BOOMERS

34. What does it all
mean?
THE WORLD IS MOVING TOWARD GEN Z.

35. BORN
DIGITAL
intrinsic to everything

36. ONE
EXPERIENCE
digital and human

37. GENERATION
INFLUENCE
pioneers for the rest of us

38. Gen Z 3.0
Launched globally
July 7, 2020
Find it at:
https://wpengine.com/gen-z-us/
ONE EXPERIENCE

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Q & A

40. #wpewebinarSlides and recording will be made available shortly after the webinar
QUESTIONS AND ANSWERS

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Ebook - Generation Influence: Reaching Gen Z In The New Digital Paradigm
Gen Z Infographic
Preorder: Zconomy: How Gen Z Will Change the Future of Business—and What to Do About It
The Center for Generational Kinetics
LEARN MORE
WP Engine Resource Center
Any questions about the study?
Contact us press@wpengine.com

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Next Up.
Register Now:
http://wpeng.in/6fig
Wednesday, July 29
11:00 a.m. CDT,
12:00 p.m. EDT,
9:00 a.m. PDT,
16:00 UTC/GMT

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