MERCADEO Versión en español
Karla Fernández Parker from Sensis TX: Gen Z Thinks they Can Change the World
Manuela Walfenzao| 4 de septiembre de 2017
Fernández: Este grupo ve a los medios sociales como una herramienta de cambio
Karla Fernández Parker, Managing Director at Sensis TX wrote an article on MediaPost about the results of research conducted by the company on Generation Z (born between 1995 and 2015), which reveals it is a generation that thinks they can change the world.This group in the US, explained Fernández, views social media as a significant tool for change. 56% of Hispanics agree with this statement, 65% of Asians, 64% of African Americans, and 50% of non-Hispanic whites also agree.“This generation is both the largest and most diverse generation ever. It is likely the last non-Hispanic, white majority though only by a slim margin” she highlighted. According to the research, there are four big cross-cultural themes that drive this generation: diversity, they like to be surrounded by different people; digital detox, they are digital natives who value physical experiences; justice, they believe they can make a difference and will use social media as a tool; and nationality, they celebrate their cultural heritage, but aren’t identified by it (63% of Hispanics, but 73% for African Americans). While that pride is there, explained Fernández, the following statement emerged from the research: ““I would describe my culture as part of who I am, but only part. I am more than my race”. Conservatives say Gen Z is fiscally conservative and focused on security, since they grew up in a post-recession age, surrounded by terrorism and school shootings. Liberals, for their part, believe they appeal more to this group because of the its diversity and growing up with an African-American family in the White House.
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