From the Editor
Each quarter, Day One hosts a roundtable, gathering diverse voices to weigh in on
a focused topic.
Issue #5 of Perspective Quarterly focuses on something that’s top of mind for
marketers today: Generation Z. Generation Z is the post-Millennial demographic
of people born between the mid-1990s to early 2000s, which, according to Forbes,
is on track to become the largest generation of consumers by the year 2020.
Last year we launched AskGenZ.com, our agency’s platform dedicated to answering
questions about GenZ by GenZ, with the goal of giving marketers the opportunity to
hear from and therefore better connect with this generation. My generation.
From our need for transparency and authenticity to our social activism, we are
complex consumers. In the following pages, my Gen Z Day One colleagues will give
you a glimpse into how they think and perceive the world around them. You’ll
see how we’re challenging the beauty industry, changing gaming, and disrupting
sports. We wholeheartedly embrace the “extra” label that society has put on us.
Growing up in a digital-first era, where immediacy, availability, and instant
access to others is expected means the world is at our fingertips. And with our
eyes on our screens, capturing our attention and stopping us in our scrolls
takes a deep understanding of our values and priorities.
Rather than have others write on our behalf, we thought it was about time we spoke
for ourselves and shared our perspective with you. From the colors to the content,
everything you see in these pages was written, designed, and produced by the Gen
Zers at Day One Agency. We’re lit but we’re also woke. We’re never pressed but we
will throw shade. So prepare for your wig to be snatched as you dive into this issue
of Perspectives Quarterly. (Don’t worry, we’ve also included a Gen Z dictionary
on page 16 to help you make sense of all of this.)
Associate Digital Strategist