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Gen Z 2025: The Final Generation

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download the full report now sparks & honey culture forecast Gen Z 2025 THE FINAL GENERATION


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download the full report now Today starts at 10 am, and ends in 10 years. – GEN Z GEN Z 2025


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download the full report now We live in the moment, but with an eye toward the future. – GEN Z GEN Z 2025


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download the full report now GEN Z 2025 GEN Z: THE FINAL GENERATION TODAY TO 2025 CAREERS: 3 BY 30 Will not sign on the dotted line UNPLUGGED PASTURES Digital detox as the new therapy ME IS WE Diversity, decomposed MUCH ADO ABOUT ONE THING Living in your own algorithm NOTHING LASTS FOREVER, EXCEPT YOU For the love of impermanence THE NEW MICROWAVE The speed of culture ends generations as we know it


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n io 46) 19 le sib on sp m re ea Dr ner a tio n Th em 1 9 80) idd ( 19 6 5 le c hild of gen Gen Z erations, parents of X e rs om Bo 7) g lin sib Ge a B of Ge n 99 s ET N HE F AL GE IN R E by Z AR AT N - 1 lder 81 ’s o (19 nZ , Ge nts pare IO N The very speed of culture will compress the 15-year generation into a .zip file of a few years, months or moments. We’ll have to keep up to understand the overlapping influences of not just one generation at at time, but of a constantly in-flux, innovative, wow-inducing global collective. GE Millennials n Z’s Generatio n Me. Some Ge THE FINAL GENERATION Z, liv ei nm (194 ult 6 - 196 ige 4) ner ation al hom es with Gen Z Wa Sav r on Th ers Te rr ,n Lif o on eh -d ac ke r rong dW pr mo es ar ral s Bui II s, lt t th he Am rift y, er ica n viv ion ge Sur ors han ss ce te C Conservative Re ma t Cli a kers mo re r on -s G tter” Fixers a on e it be n ; W rs, ake r ke t’s m rin Le ,“ s 892 (1 Ge Born into n n Z 98 19 ( w) no - Grea tes tG en er The at Gr ea io Wo tD rl St e ts en ar dp an Gr Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 2 INTRODUCTION GEN Z: TODAY TO 2025 Growing up in the shadow of global meltdowns, Generation Z are used to instability. Born in 1998 and after, they know the world could change in an instant. They’re saving, and planning for a paycheck in 10 years. Witnessing their Millennial siblings flail, Gen Z have resolved to do things differently. Intrigued and challenged by the world, they’re constantly searching for ways to hack life and work. Resourceful, creative, humble – and always connected – Gen Z possess the inner engines of a startup. But what will Gen Z be in 2025? Drawn to perpetual reinvention, Gen Z will explore non-linear, overlapping paths of education and work. The majority of Gen Z expect to have multiple careers before they hit 30. They will live in their own algorithm, becoming experts in the obscure with carefully curated digital personas. But in an instanteverything existence, tomorrow’s grownups will have to find new ways of coping; digital detox will become their new therapy. If it doesn’t work, Gen Z will find a way to fix it. Their world view will be we-focused, not mefocused. A desire for privacy will underline their love of all things that eventually self-destruct. The watchful eye of data will seek to find a hiding Gen Z. And exposed to the breakneck speed of culture, Gen Z will mark the end of generations as we know it. Meet Gen Z, the Final Generation. Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now 40% OF THE US POPULATION BY 2020 $44 BILLION IN BUYING POWER: FINANCIAL INFLUENCERS 50% SPEARHEADING CHANGE AT THE SPEED OF CULTURE, GEN Z ARE THE FINAL GENERATION. GROWTH IN MULTIRACIAL YOUTH SINCE 2000; 46% NON-WHITE: HYBRID BACKGROUNDS AND...THEY’RE NOT MILLENNIALS WHY GEN Z ? Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now GEN Z 2025 chapter 1 Careers: 3 by 30 WILL NOT SIGN ON THE DOTTED LINE


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GEN Z 2025 download the full report now 5 CAREERS: 3 BY 30 Gen Zers were born into unstable realities: the grip of global terror, financial meltdowns and their ripple-down effect on Gen Z’s (mainly Gen X) parents. Growing up with these undercurrents, these kids and teens have absorbed the rough edges of the world at a young age. But this is the norm for Gen Z, and it’s driving them to create non-linear paths of education and work. 70% OF TEENS ARE WORKING ENTREPRENEURIAL JOBS Even at a young age, Gen Z are seizing opportunities – and creating their own. In place of more traditional jobs like burger flipping or selling movie tickets, they’re taking on freelance work. According to the Harvard Business Review, 70% of teens are working entrepreneurial jobs like teaching piano lessons or selling items on eBay. These efforts are teaching them to think outside the box, setting them up to become tomorrow’s innovators. Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now 70% TEENS WORKING ENTREPRENEURIAL, FREELANCE JOBS 63% TEENS WORRIED ABOUT THEIR FUTURE 60% BORN INTO AN UNSTABLE WORLD, GEN Z ARE CREATING NON-LINEAR PATHS OF EDUCATION AND WORK EXPECT TO HAVE MULTIPLE CAREERS BY THE TIME THEY’RE 30 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now GEN Z 2025 7 CAREERS: 3 BY 30 The woe of the wad (of money) Part of what’s driving Gen Z to work hard – and creatively – is their financial savvy. The majority of teens aged 13 to 17 say they’re already saving money (58%) (s&h). And those who aren’t yet saving (35%) are planning to put money away (s&h). From their Gen X parents, Gen Z have learned the value of the dollar at a young age. The lessons have been tough on their parents. The typical cycle of generations sees one do better than the previous, but Gen X, mainly Gen Z’s parents, were left to wallow in the economic tank. When they were toddlers and in grade school, the median net worth of Gen Z’s parents fell by nearly half (45%), as the housing market tanked between 2007 to 2010 (MarketWatch). While many Gen Zers are intent on saving, the message resounds from their parents. Fifty-five percent say their parents are pressuring them to work during high school (Millennial Branding). Saddled by this financial weight, it’s no wonder that most Gen Zers are concerned for their tomorrow. We asked teens aged 13 to 17 how they felt and they responded: 63% are worried about their future (s&h). 58% OF TEENS AGED 13 TO 17 SAY THEY’RE ALREADY SAVING MONEY 63% OF TEENS ARE WORRIED ABOUT THEIR FUTURE Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now GEN Z 2025 8 CAREERS: 3 BY 30 Education: I did it my way Instilled with a drive to create work and make money, Gen Z are intent on learning their own way. Seventy-five percent of teens say there are ways of getting a good education other than by going to college (s&h). And even when they agreed with this statement, 66% still plan to attend college (s&h). But the traditional path of summer job, school, college, and real job no longer applies. Their learning paths are less defined by traditional educational structures than they are by a desire to learn in new ways. That could mean homeschooling (for an estimated 2.2 million kids in the US), or just learning online. Their heroes are people like Kenyan Julius Yego who taught himself javelin on YouTube – and ended up scoring gold in the world championships. For many, college is still firmly in their future, but they want a hand in their own education. Seventy-two percent of teens say colleges should let students design their own courses or major (Northeastern University). And 63% want colleges to offer courses in founding or running a business (Northeastern University). Such aspirations hint at their drive to learn outside of the box – and feed their own interests. Learning opportunities are no longer linear, they’re everywhere. And age is no hindrance. 63% want colleges to offer courses in founding or running a business Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now 75% of teens say you can get a good education in other ways than going to college. CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 10 CAREERS: 3 BY 30 Early starters It’s the dawn of 12-year-old interns, teens who run their own empires and those who have more work experience than their college professors at 20. At 12, Glenn Green took an early step toward his future career as an art director by becoming McKinney’s youngest intern. Like many of his peers, Glenn is already working hard to gain an edge in his future. Gen Z have their own ideas of what they’ll do once they get there. It’s this very entrepreneurial spirit that will set them up for their working lives 10 years from now. They have the resolve, ability to recreate, collaborate, and take risks – much like a startup. At 12, Glenn Green took an early step towards his future career as an art director by becoming McKinney’s youngest intern Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now “How do you think this experience will help you in the future? I know that if I put this on my resume, it will make me look very good once I have to apply for college. That will be hard if I’m not up to standard and don’t have experience.” -GLENN GREEN, 12, INTERN AND FUTURE ART DIRECTOR (DIGIDAY, 2015) CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now Careers: 3 by 30 In 2025 THE NEW WAY OF WORKING: NETWEAVING NO APPOINTMENT NECESSARY SIDE-GIG GANGSTERS WILL NOT SIGN ON THE DOTTED LINE THE SINKING RELATION-SHIP CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now One in nine Americans are self-employed today Among Gen Z, 42% say they intend to work for themselves GEN Z 2025 - CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 CAREERS: 3 BY 30 – IN 2025 At work, Gen Z will structure their professional lives much as they do their non-working lives: across spaces and connections that help them develop. As the freelance economy is on the rise today, Gen Z will accelerate it. Forty-two percent of teens say they intend to work for themselves (Northeastern University). That’s a striking difference between the one in nine Americans who are self-employed today (Bureau of Labor Statistics). The freelance economy will give this generation the ability to explore their professional passions. And they’re already planning on it: the majority of teens (60%) expect to have multiple careers by the time they’re 30 (s&h). download the full report now 14 60% THE MAJORITY OF TEENS (60%) EXPECT TO HAVE MULTIPLE CAREERS BY THE TIME THEY’RE 30 When Gen Z enter the working force, they will be radically shifting our ideas of the working world. Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now The new way of working: Netweaving GEN Z 2025 - CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 16 CAREERS: 3 BY 30 – IN 2025 The new way of working: Netweaving Gen Z will work a portfolio lifestyle, working many jobs simultaneously and using relationships they dip into for professional expertise and resources. Think of an extended web of real life and connected relationships that drive a 24/7 economy of non-stop labor. Gen Z will collaborate and create with a vast network of contacts, dipping in and out of relationships for the greater good of their careers. Call it netweaving. Today, 28% of teens place more of an emphasis on personal relationships than Millennials do (20%) (Adecco). And communicating with all of these collaborators will become increasingly important for Gen Zers. As research from Oxford University estimates, in the next 20 years one in six low-wage jobs in the US could be susceptible to being taken over by robots (FiveThirtyEight). Gen Z, however, will know how to speak bot – and human. Connections matter to Gen Z: 28% place more emphasis on their personal relationships than Millennials at 20% Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now In the next 20 years one in six low-wage jobs in the US could be susceptible to being taken over by robots GEN Z 2025 - CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 18 CAREERS: 3 BY 30 – IN 2025 No appointment necessary Speak they will, at any hour of the day. Nothing will stop a developer in Singapore brainstorming ideas with a co-workers in Australia and Idaho. Screens and connections are a natural extension of their very being, unrestrained by the boundaries of time. For Gen Z, there is no such thing as an appointment. Every moment is prime for interaction, free of time zones. That will come naturally to Gen Z, 91% of whom say they have devices in bed (Pew). Often toggling across five screens – and always connected – Gen Z will navigate in and out of work priorities, across their netweave of collaborators. For Gen Z, there is no such thing as an appointment Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now “I want to be a doctor, a business person, an entrepreneur, and an engineer. Right now, I’m working at my parents’ office to get a little money on the side. Sometimes it’s boring, but that’s how jobs are. I also have a job selling jewelry.” – RACHEL, 12 OAKLAND, CALIFORNIA CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 20 CAREERS: 3 BY 30 – IN 2025 Side-gig gangsters With access to infinite connections, tomorrow’s working world will flow through portfolio careers, exploring options much like you might try on clothes on in a fitting room. But, instead of sampling just one piece at a time, they’ll be trying on the whole outfit of work. Gen Z’s future job: finding their careers Meet the designer who side-gigs as a dj and is working on a six-month slow journalism project. Having one job after another on your resume will be yesterday’s news. Instead, Gen Z will be working overlapping, simultaneous projects of varied lengths. Gen Z’s future job: finding their careers. Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 21 CAREERS: 3 BY 30 – IN 2025 Will not sign on the dotted line Exploring job and career aspirations will mean employers will have to entice Gen Z with a policy of transparency. These freelancing, noncommitted side-gig young adults will want creative reign over their output. The days of non-confidentiality agreements are over, forcing those who will benefit from this brain trust to be flexible and shift creative capital to the employee. The Juilliard School is Gen Z’s number one school in terms of affinity (s&h) Gen Z have creative aspirations: The Juilliard School is their number one school in terms of affinity (s&h). Copyright © 2015 sparks & honey. All rights reserved.


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GEN Z 2025 download the full report now 22 CAREERS: 3 BY 30 – IN 2025 The sinking relation-ship Immersed in a never-ending, fluid collaborative world could also distract the young adult Gen Z from forming solid relationships in later life, at least in the traditional sense. Already today, 15% of teens prefer interacting with their friends online (Northeastern University). These always-on friendships, and maybe even relationships, can help the Zer’s world expand by encouraging openness. “At a time when communicating in your life is at its most awkward, expressing yourself online can be a hopeful tool,” says Dr. Suzanne Lachmann, a New York-based psychologist specializing in relationships. But too much focus on online-only relationships can take away from real world ones. “It can be a place to exercise your love of fantasy football or whatever, but (being online) is also used to as a form of self-punishment,” she adds. And forming “unrealistic expectations based on what you see on screen” puts added pressure on young adults’ relationship ideals. “The other person ends up feeling like they’re never good enough.” Whether it’s professionally, personally or socially – unplugging will become a necessity. Gen Z will be anxious for an extended time out. Focusing too much on digital relationships can take away from real world ones Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now The sinking relation-ship: 15% prefer interacting with their friends online GEN Z 2025 - CAREERS: 3 BY 30 Copyright © 2015 sparks & honey. All rights reserved.


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download the full report now GEN Z 2025 chapter 2 Unplugged Pastures DIGITAL DETOX AS THE NEW THERAPY


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download the full report now GEN Z 2025 Your future is here download Gen Z 2025 at reports.sparksandhoney.com


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download the full report now GEN Z 2025 No parts of this publication may be reproduced, copied, distributed or transmitted in any form without the permission of sparks & honey. © 2015 sparks & honey, LLC. All rights reserved.


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