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l Citizen Service (NCS) poll found that only 78% of youngmen identified as 100% male, and 80% of young women identified as 100% female. However, trans peoplemay be less accepted when they’re younger. The young people thought that acceptance increases andbullying decreases as they have got older and become more mature.39%2 in 555%would buy clothes marketedto a different gendermales would consider wearingunisex clothingof young people definecommunity by location and54% by interestsDigital detoxSexuality and genderPhone detox - Almost two-thirdsof school children would notmind if social media had neverbeen invented, a survey hasindicated. 71% said they hadtaken temporary digital detoxesto escape social media.Young people thought that moreexposure to different sexualitiesand genders has helped them tobe more inclusive and acceptingthan previous generations.Personal recognitionand location trackingThey have reservations aboutfacial recognition and locationtracking technology. They areless likely to freely and happilygive away this information,as they are aware of negativeconsequences, e.g. stalkingbased on apps showinglocations.78%80%Young men identified as 100% maleYoung women identified as 100% femaleYoung people think they havebeen taught to be more acceptingof different sexualities andencouraged to explore theirsexuality more than previousgenerations. However, there maybe a gender difference as malestended to talk about it less and seeit as more taboo. A YouGov surveysuggests that half don’t considerthemselves 100% hetrosexual.Young people thought thatnegative feelings towardsimmigrants were more presentin older generations. They weresurprised at these attitudes,especially the backlash againstimmigrants after the Brexitresult.Many respondents indicatedthat social media was havinga negative impact on theiremotional wellbeing.
8Gen ZSummaryVCCP MediaGen Z are the most traditionalgeneration in decades.34%57%of Gen Z’s top life goal is to buya dream houseregularly put moneyinto savings55%think it’s important to startsaving for a pension as soonas possible28%of employed graduates got a jobthrough their connectionsGen ZGen Z feel pressure to definetheir career path before theyleave school.They feel their decisions at ayoung age will affect the restof their life.They want advice on thesedecisions from people whohave very recently made thesesame decisions.VCCP is an international integratedcommunications agency, founded in2002 on the principles of simplicity,collaboration, un-preciousness andintegration around ideas rather thanchannels.We are the challenger media agencyfor challenger clients. With ourintegrated, client-first offering, weaim to put an end to the old, standardmedia solutions, to do away with theidea of media vs. creative and to quashthe concept of agency silos. We haveset out to remedy the bad habits ofthe industry by providing our clientswith communications solutions thatare rooted in deep understanding ofconsumers and values that shape theirdecisions and behaviours.With offices in Berlin, London, Madrid,New York, Prague, San Franciscoand Sydney, VCCP produces awardwinning work for clients including O2,comparethemarket.com, easyJet,Canon and Cadbury.9
10Gen ZGen ZThe GuardianAt a time when 32% of young people areboycotting brands the Guardian’s youthreadership has grown by a third sincelast year. We reach 76% of all 16-24year olds in the UK . They come to theGuardian to help make sense of the worldaround them. They trust the Guardian.In 2018 we’ll be focusing on supportingyoung people with their finance, lifestyleand education choices and we’ll bespeaking their language.How you can work with usCash PointsWith the increase in fees and everincreasing student debt, students needto be able to manage their finances morethan ever. In a brand new content seriesGuardian students will provide practicaladvice and tips on how to go throughuniversity without finances spiralling outof control.Sponsor this year long student financeseries with Guardian studentsfrom 75,000.Cooking on a bootstrapBest selling author of ‘A Girl CalledJack’, Jack Monroe is partnering withthe Guardian in 2018 to come up withnew and exciting recipes for Guardianstudents. All the recipes and meal plansare designed with budgets in mind andwith many being under 1, it is no wonderthat Jack already has a huge followingwhen it comes to cooking on a budget.Guardian university guideIn May 2018 the Guardian universityguide will publish the university leaguetables for 2019. With overall rankingsfor universities and 54 tables for eachsubject area, the tables are compiledindependently and have been recognisedas the most influential universityrankings in the UK. The tables are now acrucial resource for students, parents andinfluencers plus the higher educationsector and remain among the top readcontent pieces in Guardian educationthroughout the year.Sponsor the Guardian UniversityGuide for 12 months from 150,000.Speak to alex.rossi@theguardian.comabout commercial youth partnerships.Sponsor this year-long student recipeseries on Guardian studentsfrom 100,000.Source: NRS PADD (Print and Digital Data), NRS Jul 2016 - Jun 2017 comScore Jun 201711
12NotesGen ZGen ZNotes13
Tuition fees 46% 22% 30% 29% Their vote was infl uenced by online news 68% . San Francisco and Sydney, VCCP produces award-winning work for clients including O2, comparethemarket.com, easyJet, Canon and Cadbury. . Cooking on a bootstrap Best selling author of 'A Girl Called Jack', Jack Monroe is partnering with .
