With estimates at two billion globally, Generation Z is slated to be the single largest group of consumers across the globe. So why aren’t people paying attention to this demographic?

This project aims to acquaint the individualism of Generation Z; by understanding and embracing the differences of the cohort.

Through the practice of communication design, zenesis highlights the characteristics of the generation’s different social groups constructs. This project does not seek to solve identity issues revolving the demographic, but rather to recognise the methods of self-representation used to present themselves and to create a better understanding of the age group.

Generation Me and Generation We

Regardless of what you call them, you need to understand them. And to understand them, means to accept that they are a deeply divided group. When looking at the generation as a whole, two separate segments emerge that live on polar opposites of the spectrum: Gen Me and Gen We.

Here, we’ll look at Gen Me and Gen We – how they define themselves, their ambitions, rituals, communities and influencers. In doing so, we’ll look at how brands looking to tap into both sides of the spectrum can capture their attention.

While segmenting the two groups, however, it’s important not to think too linearly. As discussed, Generation Z is all about fluidity and openness. Although Gen Me and Gen We exude confidence and authority in their opinions and beliefs, they’re not immune to understanding each side’s allure, free-flowing along the spectrum and – either self-willing or unconsciously – contradicting themselves.