Generation Z's signature is: The Ethical Generation.
They care more about the world than about themselves. No selfies live here.
Those in public relations have to figure out how to connect with this unique group.
There are a variety of markers for this generation. I go with the born-from-1995 through-2012 parameters. In an article published in Payment Week today, I explain how different this group is from Millennials. Here you can read it.
Given that they are selfless, they are not wired to ignore the truth when that is convenient. In positioning and packaging their clients' points of view, public relations agents will have to do deep dives for information and insight that Generation Z will assess as accurate and relevant.
How to get their attention, to begin with? The oldest is 19. The youngest are todders. That's a wide spread. Those in communications might be smart to niche this. Create promotions which catch the eye (they are post-word, totally visual) of various age segments.
One common factor, though, is their love of food and beverages. Research shows they spend more of their money on the experience of eating and the big gulp than on anything else. Also, they enjoy hanging around the stove cooking up simple dishes. Unlike previous generations, they shun foods that are popped into the microwave.
Another unifying meme is love of family. The ethos might echo the times when immigrant families like mine huddled for survival under one roof. That was the multi-generational household. Through this generation, we aging might get respect again. My grandmother from Poland ruled as a powerful matriarch.
Like the patriots in colonial America, members of Generation Z can lead this nation to where no country had ever been. Members of the public relations community would be wise to catch the rhythm of that momentum.