The publication offers readers a perspective on the characteristics, consumer behavior, and habits of Generation Z. The book focuses on clarifying how to attract the attention of this demographic in today's context.
According to the author, those born roughly between 1995 and 2012 currently make up the majority of the global population (32%). He states that "in just a few years, they will become the dominant generation in the labor market and the largest consumer group," adding that they "clearly recognize their strengths in the market and confidently assert their demands." Felix Beilharz observes that they are "individuals with entirely different values and interests."
Beyond theoretical insights, the author provides specific guidelines for persuading Gen Z customers. Readers will learn which communication channels to use and how to adapt products and services to meet this generation's needs and expectations.
For instance, Gen Z consistently seeks connectivity and desires to stay in touch everywhere. Studies conducted a few years ago revealed that only 9% of individuals aged 14-19 communicate privately via email, which is perceived as slow and static, while 81% use messaging applications.
WhatsApp plays the most significant role among these applications. Popular communication channels include Instagram, TikTok, Snapchat, and Facebook. Gen Z views these social media platforms not primarily as content consumption hubs, as older generations often do, but as essential communication tools. Consequently, the author emphasizes that communicating with young people via email alone is insufficient and should be supplemented with other applications.
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The book ''Deciphering Gen Z - A Handbook for Attracting and Conquering Digital Citizens'', translated by Le Hong Hoa, was released by Women's Publishing House in August. Photo: Publisher provided |
The book ''Deciphering Gen Z - A Handbook for Attracting and Conquering Digital Citizens'', translated by Le Hong Hoa, was released by Women's Publishing House in August. Photo: Publisher provided
According to Felix Beilharz, depending on the study, approximately 94 to 99% of teenagers aged 12-19 own a smartphone. This device is indispensable and central to their daily lives. The first and last things they do in the morning and before bed are often checking their mobile phones. This is because the device performs many tasks, serving as an alarm clock, book, camera, tivi, and, most importantly, a communication tool.
The author cites an example from Alex, a high school student, who said: "My smartphone is my second brain. Without it, I feel truly confused. It helps me do everything; everything I need is in there."
Network connectivity for phones is also a primary concern. A survey shows that 40% of Generation Z believe workplace wifi is more important than convenient restrooms. "Is there wifi here?" is a question some teenagers ask when deciding on a holiday destination.
Felix Beilharz writes: "If you want young people to engage with your business, your services must be 'mobile first' (a design philosophy prioritizing user experience on mobile devices first)," or "If you own a store or operate in the restaurant or tourism sectors, do not forget to provide free, barrier-free, and widespread wifi hotspots."
Felix Beilharz, 44 years old, holds a master's degree in business law and teaches online marketing and social media at several universities in Germany and Switzerland. He also trains businesses, agencies, and organizations, delivers lectures, and conducts specialized workshops in 16 European countries.
The author has published 11 books, including the bestseller Online Marketing Manager (O'Reilly), which is used as a standardized teaching material in many universities and training institutions.
Phuong Linh
