Home » Generation Z! Kids today,”digital hoarders” and into “Brand Me” according to research from The Intelligence Group

Generation Z! Kids today,”digital hoarders” and into “Brand Me” according to research from The Intelligence Group


Allison Arling gave an engaging talk at Sandbox Summit at MIT.

To summarize her talk: The Intelligence Group’s research makes some bold claims regarding Generation Z. These kids, born since 1995, are focused on  “brand me.”
They are parent influencers, making decisions about purchases with parents. Their integration of the digital and physical world is totally fluid, and many of them prefer an online app to a physical toy. They are growing up in a racially diverse generation with an African American president. They are aware of recession and Arling described them as “digital hoarders.”

Play webkins with a Gen Z kid to see what she means!

One encouraging piece of data, at least for the environmentalists among us is that they are “less concerenced with owning phsycal possessions vs. having access when they need.” I can see I-Go cars and other forms of sharing really succeeding with this generation if this research is accurate.

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