FEATURED ARTICLE NOVEMBER 2023:
Getting to Know Older Z Generation: A Closer Look at the 23-26 Age Group
By GILL CHAMBERS, RESEARCH DIRECTOR
The Z Generation, born between 1997 and 2007, is a diverse and dynamic cohort that is now coming of age. While the younger members of Gen Z are still navigating their way through education and early career stages, the older segment of this generation, aged 23 to 26, is experiencing a range of significant life changes. With greater spending power and newfound responsibilities like marriage and parenthood, let’s delve deeper into the world of older Z generation.
Education and Career
A significant proportion of the older Z generation has completed their undergraduate education, with 45% holding a degree. In the professional realm, 21% have secured intermediate job roles, and an additional 13% have advanced to supervisory or junior managerial positions. These statistics underscore their ambition and dedication to building successful careers.
This means they are more likely to have greater purchasing power than the younger portions of Z Generation, making them an attractive target market for various products and services.
Relationships and Family Life
Older Z generation is not just about personal and professional growth; they are also embracing the complexities of adult relationships and family life. Approximately 32% are in relationships, while 20% have taken the significant step of getting married. A noteworthy 20% have already become parents.
Brands need to adapt to this audience’s evolving lifestyle needs, developing targeted marketing strategies that resonate with their increasingly family-oriented outlook, building brand loyalty by providing support during these life events, and recognising the influence of life stage on purchasing decisions.
Personal Interests and Lifestyle
The older Z generation is characterised by an eclectic mix of interests, highlighting their adaptability and openness to various experiences, presenting brands with opportunities to engage with them through tailored product offerings and marketing strategies. They are more likely than any other generation to be interested in beauty and cosmetics (35%), fashion (33%), personal healthcare (39%), entrepreneurship (16%), gaming (37%, though their interest has waned since their late teens), and Reality TV (28%).
As older Z generation transitions into adulthood, their lifestyles are also evolving. Recent key lifestyle changes include an increased willingness to donate to charity (28%) and a strong desire for independence, as indicated by their preference for driving a car (58%) rather than relying on public transport. They are also enthusiastic about dining out at restaurants (42%) and enjoying the cinema (27%). Brands can leverage shifts in behaviour by aligning their messaging and services with these evolving preferences.
Older Z generation’s distinctive grocery shopping habits, with a higher propensity to shop weekly at budget-friendly stores like Aldi (32%) and Lidl (20%), along with a notable 10% opting for premium shopping at Waitrose, offer valuable insights for brands. This unique shopping pattern highlights their nuanced approach to consumption, combining budget-consciousness with a willingness to indulge in higher-end options when appropriate. Brands can leverage this insight by offering a range of products and price points to cater to this generation’s diverse preferences, striking a balance between affordability and premium quality to capture their attention and loyalty in the highly competitive grocery market.
The drinking preferences of this age group, comprising both alcoholic and non-alcoholic options, signify a unique blend of social activity and health consciousness that holds significance for brands. Their inclination towards vodka, gin, and tequila alongside their status as the heaviest consumers of non-alcoholic energy drinks, non-alcoholic beer, and low-to-no alcohol spirits, highlights their balanced approach to indulgence and well-being. Brands can capitalise on this by offering a diverse range of beverage choices that cater to both their desire for social engagement and their commitment to a healthier lifestyle. By understanding and accommodating these preferences, brands can effectively resonate with the values and preferences of older Z generation, establishing stronger connections and brand loyalty.
of older Z generation regularly consume Alcoholic drinks
Vodka 45% | Gin 46% | Tequila 27%
Non-alcoholic drinks more likely to be consumed by older Z generation’s than other age groups
Energy drinks 50%
Non-alcoholic beer 16%
Non-alcoholic spirits 13%
The adventurous spirit of older Z generation, as reflected in their preference for action and adventure holidays and their frequent international travel (with 55% having taken up to four trips abroad in the past year), holds considerable significance for brands. This generation’s yearning to explore new places and experiences presents opportunities for travel-related companies, outdoor gear brands, and adventure-focused products and services. Brands can cater to their wanderlust and thirst for adventure by offering unique and immersive travel experiences, travel accessories, and adventure-related products, tapping into a market that craves novelty and thrills. Understanding and aligning with their adventurous mindset can help brands create meaningful connections and loyalty within this demographic.
Z Generation in Summary
In conclusion, older Z generation, aged 23 to 26, represents a generation that is maturing both personally and professionally. They are embracing adulthood with enthusiasm, pursuing diverse interests, and making conscious lifestyle choices. As this generation continues to evolve, brands that understand and resonate with their unique blend of ambition, adaptability, and open-mindedness can establish strong connections and lasting loyalty. It crucial for brands to engage with them in meaningful ways to stay relevant and impactful in an ever-changing marketplace.
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