Rappler Talk: Zooming in on Gen Z

Rappler.com
Rappler contributor Boris Joaquin talks to Pauline Fermin, managing director of Acumen Brand Strategy Consultants, about a generation that is beginning to enter the workforce

MANILA, Philippines – For several years, millennials have dominated social conversation, from how they dress and what they drink, to how they’re reshaping the workplace.

But a new generation is ready to step into the limelight: Generation Z.

Generation Z, born between 1996 and 2005, is the generation that follows millennials. The oldest members of Generation Z have already graduated from college and are now entering the workforce. In 3 years, half of Gen Z will be 21 years old or older.

To better understand this next generation, Pauline Fermin and the team at Acumen Brand Strategy Consultants have launched the first Filipino-focused study about Gen Z.

This study, titled “Growing Up Gen Z: A Portrait of Filipino Teens Today,” takes a deeper look into the values, attitudes, activities, and behaviors of the most web-connected, digitally-enabled generation that the world has ever seen. It also aims to unearth what sets Gen Z apart from the generations that came before them, and how businesses and brands should approach them.

A seasoned marketer, Pauline has over 30 years of experience in brand and business strategy. She joined Acumen in 2007, and has since used her expertise not only as consultant to multinational companies, large local companies, and small and medium enterprises, but also to lead breakthrough research on Filipino consumers.

Ready to dive deeper into the Gen Z psyche? Tune in on Friday, June 29.

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