Thursday, 24 August 2017

Generation Z and PR

Guest post from Jack Walton, second year PR student at BCU School of Media

I’m part of generation Z. For those of you who don’t know what this is it’s the term given to those of us who were born from the mid 1990’s to 2000, however even the dates are conflicted depending on who you ask. I was born in 1997 and definitely fit into this bracket. Your probably used to hearing the term Millennials and how they will have more jobs in their lifetime than ever before… amongst other things.

Well, step aside because a new generation now seems to be the talk of the town - hello Generation Z!


Generation Z is the most technological advanced group that there ever was, we grew up with computers, video games and now, social media and smart phones. It means our expectations are set much higher than ever before - and this increasingly puts demands on every company, from clothing retailers to hotels. 

As a generation, we aim to turn our hobbies into actual careers; we won’t settle for second best like generations before us, it’s a huge change for many to accept and automatically affects PR too. Quality over quantity is something that is important to us; clothing brands - and particularly high street ones - have had to step up their game by offering us more “out there” items of clothing which really are head turners. 

With everything, public relations has had to take notice of this. We react differently to advertising; we enjoy hard hitting campaigns which tackle important social issues. We enjoy making a difference and make sure our voices are heard a lot more, through the media and our own channels of engagement.
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