WHEN IT’S TIME TO WHISPER

websitebuilder • December 1, 2015

Our knowledge of demographics and trends has been massively enlarged thanks to the countless studies, research projects, and data collection on millennials (those born approximately 1980 to 1995). As grateful as we are for all that millennial insight, a new wave is rolling onto the demographics landscape. Move over, millennials! Here comes Generation Z (those born in or after 1996).

As with every generation, Generation Z will bring its own unique influence to all aspects of how we live, do business, and function in the exciting future that awaits us. Fascinating insights also arise by comparing Generation Z to its older sibling generation, the millennials. Based on research by the new agency, “sparks & honey,” Erik Oster, writing for Adweek , shares some important insights about where Generation Z is at on social media. Here are some of the key points:

  • Although 42% of Generation Z was on Facebook in fall 2012, that quantity dropped to 33% in spring 2013, and 23% in fall 2013.
  • With just 12% of Generation Z on Instagram in fall 2012, that quantity rose to 17% in spring 2013, and 23% in fall 2013.
  • Generation Z prefers more privacy on social media compared to other generations. These include sites and apps such as Snapchat, Whisper, and (before it shut down) Secret.

These observations reveal much about the online habits of Generation Z. Just because Facebook has been the landing spot for so many youngsters does not mean it still is. Advertisers and marketers who want to gain the attention of this new generation will need to look for ways to shift their presence to the more popular platforms. Failing to do so will only give more voice to your competition.

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Although anyone can and will criticize higher education, millennials are evidently smart enough to know its value. In spite of the horror stories about student loan debt, academic disasters, and wrong career turns, millennials have boasted one of the highest graduation rates of any generation to date. Generation Z may soon surpass them too as Laura A. Scione, managing editor of eCampus News reports : “ Despite growing questions around the value of college and return on investment in tuition, just 25 percent of Generation Z students say they believe they can have a rewarding career without going to college, compared to 40 percent of millennials. Eighty percent of Generation Z respondents and 74 percent of millennials agree that college either has a fair amount of value, is a good value, or is an excellent value. Only 20 percent of Generation Z students and 26 percent of millennials said college has ‘little value’ or ‘no value at all.’ ” Good for them! The statistics remain on their side—and the side of anyone who pursues higher education. Anthony P. Carnevale is the director of the Georgetown University Center on Education and the Workforce. Based on his research, that trend will only continue (Gillian B. White “Those Savvy Millennials” The Atlantic , May 2015, p. 38): " In 1973, 32% of jobs did not even require a high school diploma, 9% required a bachelor’s degree, and 7% required a master’s degree or higher. It is projected that by 2020, 12% of jobs will not require a high school diploma, 24% will require a bachelor’s degree, and 11% will require a master’s degree or higher. " Derek Newton wrote an article entitled “Please Stop Asking Whether College Is Worth It” in which his opening declaration gets right to the point: “ Colleges and universities are still the best, most direct path to a good career that pays well. ” In addition to those insights, the unemployment figures consistently reveal the enduring value of higher education. The seasonally adjusted July 2019 unemployment rate for persons not having a high school diploma is 5.1% ( Bureau of Labor Statistics ). Having a high school diploma drops that rate to 3.6% and some college or a two-year degree drops it further to 3.2%. Pretty good trending, would you agree? Finally, if we look at people having a four-year degree, a graduate degree, or a doctoral degree, the unemployment rate is a low 2.2%. Higher education’s edge is especially clear when you consider the range of these numbers over the education level. Look at the two ends of the spectrum: less-than-high school (5.1%) versus a four-year degree or higher (2.2%). Consistently, regardless of the measured time, the unemployment rate for a less-than-high-school-educated worker is two to four times larger than for the college-degreed worker. This is why, when people seek my counsel about career planning, higher education remains one of my most significant emphases. Education pays. Degrees still rock. Regardless of how good or bad the economy is, regardless of how many individual academic and career disasters can be cited, and regardless of how loudly the antidegree crowd howls, you are still in a better position having a degree than not having a degree. The good news for the millennials and Generation Z is that they have arrived at the same conclusion and now they will enjoy the benefits.