What Drives the Zoomers?

Tips on how you can best sell to Zoomers, along with differences between them, Boomers and Millennials.

Here’s a short story that differentiates the sensibilities of three generations: Three guys—a Boomer, a Millennial, and a Zoomer—are stranded on a desert island. The Boomer says: “Let’s build a raft and sail off this island.” The Millennial retorts: “No way! Let’s start a fire and signal for help.” The Zoomer smiles. “I have a satellite phone,” he says. “Why don’t we perform a dance? I’ll direct, edit, and upload it on TikTok and Instagram Reels. I hope someone sees it and sends a rescue team.”

The Boomer and Millennial look at each other in confusion but agree to dance since that’s the easiest thing to do. They spend the next few hours practicing their moves and editing the video. The Zoomer uploads it; it goes viral. The very next day, a helicopter search team rescues the trio.

The Boomer and Millennial look at each other in confusion but agree to dance since that’s the easiest thing to do. They spend the next few hours practicing their moves and editing the video. The Zoomer uploads it; it goes viral. The very next day, a helicopter search team rescues the trio.

Confused, the Boomer says: “I don’t understand this new generation.” Relieved, the Millennial replies: “It got us off the island, didn’t it?” The Zoomer kid smiles smugly: “Hashtag survival skills.”

If you don’t understand the Zoomer, don’t fret, many don’t. Zoomers (or Gen Z) are broadly defined as being born between 1997 and 2010. They’re sandwiched between Millennials (born between 1981 and 1996) and Gen Alpha (born between 2010 and 2023). Gen X (born between 1965 and 1980) came before the Millennials and was preceded by the Boomers (1946 and 1964). I’m a Boomer.

Zany Zoomers

Why bother about Zoomers? Because they’re the true digital natives, the first generation to have grown up with access to the Internet and portable digital tech. Unlike the Boomers and Millennials, Zoomers do things at a more leisurely pace, have lower rates of teenage pregnancies, consume alcohol less often but experiment with newer drugs, and are more invested in saving the Earth’s environment.

More than half of all respondents expressed fear and anxiety about the future, with Gen Z demonstrating greater concern than other generations. More than 50% of respondents agree or strongly agree that government leaders and companies have failed to take care of the planet.

A typical Zoomer is Swedish activist Greta Thunberg. Following her lead, millions of Zoomers (many of them schoolchildren) skipped school to protest government inaction on climate change. The strike on September 20, 2019—called “Fridays for Future”—saw four million schoolkids go on strike, the largest climate protest in history. In 2019, there were 4,500 similar protests in 150 countries. The Zoomers take an active interest in politics and are likely to avoid buying from or working for companies that do not share their views; they also take full advantage of the Internet as activists.

What about the flip side? A new McKinsey Health Institute survey found that for most Zoomers, social media engagement can feel negative. However, it helps them find support and connectivity.

“Much like many relationships a person might have between ages 18 and 24, the relationship a young person has with social media can be complicated,” McKinsey noted. “No matter where they live, respondents in a new global survey said social media usage can lead to FOMO (fear of missing out) or poor body image, but it also helps with social connections and self-expression.”

McKinsey’s Global Gen Z survey polled 42,000 respondents in 26 countries on questions based on the four dimensions of health: mental, physical, social, and spiritual. The verdict: Zoomers are more likely than other generations to use digital wellness apps and digital mental health programs.

“Respondents indicated that certain online aspects could benefit their mental health, such as using social media for self-expression,” McKinsey reported. “Young refugees and asylum seekers are among those most likely to cite social media as a tool to stay connected and decrease loneliness.”

Climate Concerns

One key finding: Climate change bothers Zoomers. More than 50% of Zoomers reported feeling highly distressed when asked about climate change, with females reporting a higher percentage compared with males.

“Many Gen Z respondents reported experiencing stress, sadness, anger, and frustration due to climate change and its related disasters,” McKinsey said. “More than half of all respondents expressed fear and anxiety about the future, with Gen Z demonstrating greater concern than other generations. More than 50% of respondents agree or strongly agree that government leaders and companies have failed to take care of the planet.”

What about racial diversity? Pew Research Center surveys conducted in 2018 (much before the Covid-19 outbreak) among Americans ages 13 and older found that, like Millennials, Zoomers are progressive. Most see America’s growing racial and ethnic diversity as a good thing, and they’re less likely than older generations to see the US as being superior to other nations.

I’ll have a double shot, soymilk latte with some cinnamon, please.” The barista makes a thumbs-up sign. “Sure. And do you have a rewards card?” The Millennial pulls out his phone and scans the QR code. “Of course! I wouldn’t dream of not earning points for all my transactions.

“A look at older members of Gen Z suggests they are on a somewhat different educational trajectory than the generations that came before them,” the Pew study reported. “They are less likely to drop out of high school and more likely to be enrolled in college. Among 18- to 21-year-olds no longer in high school in 2018, 57% were enrolled in a two-year or four-year college. This compares with 52% among Millennials in 2003 and 43% among Gen X in 1987.”

Learn & Earn

Another key attribute? Online learning. This is a perfect fit for Zoomers, who are digitally self-sufficient and motivated to achieve. Online learning offers an enormous breadth of learning topics.

“While consumers see paid content as more trustworthy than free content, YouTube remains a dominant, free source and Gen Z has become more skeptical of the value for money of paid online learning offerings,” David Myhrer, IDC’s US-based vice president of consumer strategies research, wrote in a blog post in March 2023. “With their proclivity for urban living, more than any other generation, Gen Z uses public transport, bikes, scooters, rideshare, and mobility services.”

So how can you best sell to Zoomers? Here are five tips, in alphabetical order:

• Ask: Zoomers welcome feedback. Ask them for their views. They love to co-create the design and content of products and services and are not shy about expressing negative feedback.

• Buy: Zoomers know what they want and how they want to buy it. Unlike other generations, they will judge your products and services based on high ethical—and green—standards.

• Cybersecurity: Zoomers like a feel of security and transparency in their everyday actions, especially with online interactions and transactions, more so since they’re digital natives.

• Do: Zoomers are active participants, not passive watchers. The online experience needs to be fast, easy to find and navigate, and, most importantly, interactive.

• Engage: Zoomers want to feel empowered and in control. They prefer to give their money to companies and government agencies that protect the environment and Earth’s biodiversity.

Since I began this article with a generational joke, let me end with another: A Boomer, a Millennial, and a Zoomer enter a busy café. The Boomer says: “I’d like a cup of coffee, please. I want it black and strong, just like me.” The barista gives him a high-five acknowledgment in greeting.

The Millennial says: “I’ll have a double shot, soymilk latte with some cinnamon, please.” The barista makes a thumbs-up sign. “Sure. And do you have a rewards card?” The Millennial pulls out his phone and scans the QR code. “Of course! I wouldn’t dream of not earning points for all my transactions.”

The Zoomer kid strolls up. “Can I get a bubble tea? And can you make it vegan?” The barista smiles. “Absolutely! Would you like it in a paper or plastic cup?” The Zoomer grimaces: “No, thanks. I brought my own reusable straw and cup. Everyone must do their bit to save the planet, you know.”

Raju Chellam is a former editor of Dataquest and is currently based in Singapore, where he’s the chief editor of the AI Ethics & Governance Body of Knowledge and chair of Cloud & Data Standards.

Raju Chellam is a former editor of Dataquest

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