Marketing to the iGeneration - US - May 2018
Aged 11-23 in 2018, the iGeneration is the generational group that follows Millennials. Also referred to as Gen Z, to Millennials’ Gen Y, the iGeneration is starting to take Millennials’ place in the desirable 18-34 demographic, and marketers are investing in building relationships with this group. In some senses, iGens mirror Millennials, taking their time growing up and forging close relationships with their parents. But iGens are also a bit more skeptical of the world around them, as much of what they experience comes through the filtered lens of social media. As iGens mature, they are using their digital prowess not only to learn about the world but also change the things about it they may not like.
This report examines the following issues: