As they enter the workforce and begin to graduate, Generation Z is distinguished by their passion for improving the world and learning from the prior generations’ mistakes.

Many Gen-Zers aim to be more pragmatic, considering Millennials to be generally ‘too idealistic;’ Therefore, the methodology that associations take to communicate with each segment must be distinct.  

Gen-Zers are focused on trustworthy brands that align with their morals, rectifying harmful business strategies (such as the oil & gas industry’s impact on global warming). On top of this, they are known to be the least trusting generation of large corporations (as stated by SalesForce in ‘The State of the Connected Consumer).’

If you think Millennials have high expectations of associations – Check out Hum’s newest infographic for a peek into Gen-Z’s digitally-driven minds!