Being the first generation born into the digital world, Generation Z finds less important relaxing with music or movies. Multitasking across at least five screens daily and suffering from FOMO (fear of missing out), the digital connection is essential for them.
This is why when it comes to information sources, they mostly trust the online medium, which offers both freedom of speech, translated into sincere opinions and instant information.
The Generation Z now growing is using the online not only to obtain information, but also to check/to validate the ones received in the offline medium. This will challenge parents and teachers, brands and promises they make. In the light of this new consumer-brand relationships, it is time for business to set new frameworks around what the consumer wants to learn, to experience and to ultimately achieve.