凯度：即将21岁的Z世代Centennials_at_21_Global.docx

Centennials atJZ I Centennials at JZ I KANT KANTAR KANTAR Global Centennials: The Next Wave of In flue ncers, Disrup tors and Consumers Millennials, or Gen Y, have long been a priority for brands and marketers. They were the first global generation, and their size and influence mean11hey could not be ignored? While Millennials are still important, itzs time for brands to turn their attention to the next generation: Centennials, also known as Gen 乙 Centennials have already eclipsed Millennials as the global cohort driving trends and pushing industries forward, and theyll soon be a core consumer group across a variety of cotegories? As the oldest of the generation turns 21 this year, its time to acknowledge how critical it is for brands to keep pace with their values, beliefs and expectations to avoid being left behind?  Meet the Centenn ials:Born 1997- presen%Ages 0-21 in 2018The Facts35% of the globoDooulationWhy 1997? The mid-to-late 90s saw a global decline in birth rotes, along with signals that parenting attitudes were changing. Evidence emerged suggesting that babies born in the late 1990s wouldnt necessarily grow into the same world—or become the same sorts of people—as Millennials? Cultural and demographic shifts, largely overlooked at the time, suggest a tipping point in 1997. Meet the Centenn ials: Born 1997- presen% Ages 0-21 in 2018 The Facts 35% of the globo Dooulation Why 1997? The mid-to-late 90s saw a global decline in birth rotes, along with signals that parenting attitudes were changing. Evidence emerged suggesting that babies born in the late 1990s wouldnt necessarily grow into the same world—or become the same sorts of people—as Millennials? Cultural and demographic shifts, largely overlooked at the time, suggest a tipping point in 1997. er concentrotioa of CenteGoicds in: Africa Middle East Southeost Asia Latin America Mobile natives: The oldest Cer?tennial was 10 years old when the iPhone was released. scarcity universa Core Values: Vigilant