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Meet Your Newest Customers: Generation Z

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Meet Your Newest Customers: Generation Z

If you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Meet Your Newest Customers: Generation Z
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
I

f you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

While there’s no definitive answer since they haven’t reached jewelry buying age yet, there are clues that can help jewelers begin thinking about how to reach future Generation Z buyers.  They will be like the Millennials in their technological savvy – most will not remember a time before social media, and their attention span is here one second and gone the next.  But one major difference is that where Millennials hang their dirty laundry out on Facebook, Instagram and Twitter for the world to see, Generation Z is much more privacy-conscious, preferring media like Snapchat, Secret and Whisper, where anything incriminating disappears after a short amount of time.  They’ve seen the price their elder brothers and sisters have paid for their hubris, and they’ve learned from it.

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This caution will extend to other decisions as well.  Just as Millennials echoed their Baby Boomer parents’ larger-than-life characteristics, Generation Z will take after their Generation X parents’ safety-conscious, jaded outlook.  They’ve grown up in a post-9/11 world that’s undergone recessions and a growing sense of political discord.  As a result, Generation Z will place great importance on being “mature and in control,” according to a Sparks & Honey trend report. 

The New York Times recently asserted that Generation Z’s sense of privacy, caution and sensible careers reminds some of the Silent Generation who were shaped by the Great Depression and World War 2.  That generation was incredibly career-oriented, and was also one of the richest generations in history.

If that does indeed hold true of Generation Z, jewelry retailers will do well to emphasize security and safety in their presentations, emphasizing warranties, reliability and trustworthiness.  They will be extraordinarily discreet and will prioritize value as much as flash.  Certainly, the kids of Generation Z enjoy having fun as much as the next person, but they prefer to do so while maintaining their privacy and sense of well-being.

For more details on Generation Z, check out this New York Times article here.

 

 

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Meet Your Newest Customers: Generation Z

Published

on

Meet Your Newest Customers: Generation Z

If you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Meet Your Newest Customers: Generation Z
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
I

f you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Advertisement

While there’s no definitive answer since they haven’t reached jewelry buying age yet, there are clues that can help jewelers begin thinking about how to reach future Generation Z buyers.  They will be like the Millennials in their technological savvy – most will not remember a time before social media, and their attention span is here one second and gone the next.  But one major difference is that where Millennials hang their dirty laundry out on Facebook, Instagram and Twitter for the world to see, Generation Z is much more privacy-conscious, preferring media like Snapchat, Secret and Whisper, where anything incriminating disappears after a short amount of time.  They’ve seen the price their elder brothers and sisters have paid for their hubris, and they’ve learned from it.

This caution will extend to other decisions as well.  Just as Millennials echoed their Baby Boomer parents’ larger-than-life characteristics, Generation Z will take after their Generation X parents’ safety-conscious, jaded outlook.  They’ve grown up in a post-9/11 world that’s undergone recessions and a growing sense of political discord.  As a result, Generation Z will place great importance on being “mature and in control,” according to a Sparks & Honey trend report. 

The New York Times recently asserted that Generation Z’s sense of privacy, caution and sensible careers reminds some of the Silent Generation who were shaped by the Great Depression and World War 2.  That generation was incredibly career-oriented, and was also one of the richest generations in history.

If that does indeed hold true of Generation Z, jewelry retailers will do well to emphasize security and safety in their presentations, emphasizing warranties, reliability and trustworthiness.  They will be extraordinarily discreet and will prioritize value as much as flash.  Certainly, the kids of Generation Z enjoy having fun as much as the next person, but they prefer to do so while maintaining their privacy and sense of well-being.

For more details on Generation Z, check out this New York Times article here.

 

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var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
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Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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