One out of every five (21.2%) Millennials were living with a partner and children, a significant decrease from the earlier generations. For Generation X half were married by 32 years and for Millennials, 34 years. As a result, a higher proportion of Millennials (19.3%) lived in a de facto relationship in 2021 than Generation X (14.6%) in 2006, and Baby Boomers (7.6%) in 1991. Half of Baby Boomers were married by the age of 27 years. In 2021, over half (52.6%) of Millennials had never been married, compared with 43.7% of Generation X in 2006 and just over one-quarter (26.4%) of Baby Boomers in 1991.Ĭompared with earlier generations, Millennials married at an older age. Both phenomena are forces to be reckoned with, and intimately understanding both the people and the platform is crucial to foreshadowing the driving forces of future emerging trends.įorbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives.Millennials were least likely to have married or had children compared with Generation X and Baby Boomers back in their day. The rise of TikTok is not merely the story of the ongoing success of a technology company, but more importantly, the ushering in of the next generation of socially aware and digitally discerning users who diverge in habits and inclinations from preceding generations. In full acknowledgment of the influence and growing market potential that Generation Z brings, TikTok has shown a commitment to maintaining and strengthening the ecosystem's allure to its target stakeholders, including users, brands and agencies by continuously experimenting with new social features, commerce capabilities, creator support and content enrichment. It's less about insecurity and more about being a self-confidence booster.' According to Connor Blakley, a Generation Z marketing consultant, 'Generation Z understands that social media is like a highlight reel, and we choose to show what we feel best about. Generation Z dominated TikTok and turned it into a place where raw authenticity is celebrated. TikTok also offers the antithesis to what some millennials believe social media has turned into: A source of stress and insecurity for many people. Facebook and Instagram both emphasize vertical feeds for millennials to seamlessly consume content, whereas Snapchat emphasizes its camera viewfinder and visual effects for Gen Z's creative self-expression. We can draw similar parallels on other social media platforms. The success of ByteDance's TikTok can arguably be attributed to several factors, but one that is particularly undeniable is its thoughtful product design that facilitates and empowers self-expression, which could be the secret sauce to winning over Generation Z.īroadly speaking, millennials seem to prefer to consume content while Generation Z prefers to create content. Unsurprisingly, given TikTok's take on dynamic content that contrasts with Instagram's more polished feed, TikTok's expressive Gen Z users tend to have significantly higher engagement rates compared to users on Instagram, Facebook and Twitter. This is what makes TikTok videos and even ads so appealing: TikTok videos are typically characterized as raw, high-energy and deeply engaging because TikTok provides advanced, yet simple-to-use tools for users or businesses to embed music and visual effects on videos. Rather, Generation Z consists of online natives who are familiar with digital tactics and are simply drawn to fresh takes on advertising, such as authentic videos.

While it's believed that young, digital-savvy audiences don't like being marketed to, this is not actually the case.

Whether it's for casual entertainment or formal education, Generation Z often prefers to consume content in rich video formats. Meanwhile, TikTok thrives with its widely diverse content and an algorithm that delivers personalized selections. This changes how industries typically view their consumers through socioeconomic categories, forcing them to find creative ways to tap into the unique disposition that Generation Z has. It is unsurprising then that Generation Z fuels the growth of personalized products and personal brands. They are more open to changes and fluidity, while also willing to connect with people of different groups on similar causes and interests. Across different socioeconomic backgrounds, members of this generation value individual identities, reject stereotypes and practice identity expressions with pragmatism. McKinsey & Company research shows that one of the defining characteristics of Generation Z is an expression of individual truth.

Post millennial age range