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Have you been targeting the Gen Z generation the same way you target Millennials? A recent study from ad agency Barkley and FutureCast, &ldquo;Getting to Know Gen Z: How the Pivotal Generation is Different From Millennials,&rdquo; shows that the two generations are incredibly different. For one, the Gen Z generation uses social media much more than millennials, with some checking their social media up to a hundred times a day.

The key takeaway, however, about Gen Z is that teens consider success to be one of the most important things in life, and that they fully expect to earn it with hard work, rather than luck. &ldquo;The similarity is that Gen Z is still all digital all the time and all social all the time,&quot; said Jeff Fromm, president of FutureCast. &quot;The difference is that Gen Z wants to work hard for their success. They are not counting on any trophies or ribbons for participation.&quot;

They also believe that social equality is non-negotiable, and any company or business that doesn&rsquo;t reflect that won&rsquo;t attract teens. Part of Gen Z&rsquo;s strive for equality is seeing &ldquo;real&rdquo; people reflecting a variety of backgrounds must be represented in advertisements.

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AdWeek: What Brands Need to Know About Gen Z to Reach the New Generation of Consumers

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