MERCADEO Versión en español
Jorge Plasencia of República: Generation Z comes with stronger Hispanic roots than millennials
8 de abril de 2016
Jorge Plasencia junto a las adolescentes que participaron en el panel de Generación Z
All brands are focusing their attention in millennials tastes and habits, they are the most wanted target due to their purchase power. However, Generation Z will soon have the same important role as other generations. In order to approach this issue, the Hispanic agency República organized a focus group chaired by its Co-Founder, Chairman and CEO, Jorge Plasencia. “Generation Z comes with stronger Hispanic roots than millennials” he said. A group of young people between the age of 8 and 17 years old talked to Plasencia about education. One of the main zees characteristics is the innate need to prepare academically as means to achieve success. “I feel a lot of pressure of doing well and that pressure doesnt come from my parents, but from inside me” said a 14 year old teenager. Regarding their interaction with the digital platform they said they used social networks to do their homework. “My teacher posts the homework. I do not use regular books. My backpack only has an iPad. I do my homework using Snapchat because I do it together with my classmates.” About advertising they assured they jump Youtube messages. “We do not have time to watch these messages about things we dont need. For us to view advertising it must be very funny and catch our immediate attention.” Plasencia concluded that traditional TV does not appeal to Generation Z, they rather prefer platforms where they can select a program and watch it when they want. They can consume material both in Spanish and English, there is no preference.
