Generation Y or milleniums are people who are born after 1980s. These people went through the transformation era from analogue to digital so they are quite familiar with Internet and mobile. Following Generation Y, there is Generation Z who are born in the middle of 1990 ad they are exposed to digital service from the moment they were born. These people used digital machines since they were young and they are flexible to rapid change and innovation. Generation Z are the ones that are at the center of consuming and the companies target Generation Z when selling the products and forming the brand.
There are several characteristics of the generation Z. First of all, people manage their assets by themselves and they are careful. Z people just got the job or they are still studying at school. However, even though they are not master at finance, they manage their assets and use credit card, check and account transfer without difficulties. Second, the Z generation feel comfortable in digital payment or mobile payment. Third, Generation Z are familiar with mobile so they want the companies or brand to invent many applications and send them messages regarding the discount information so that they can know immediately. Since they are familiar with paying through mobile and they spend most of their time with mobile, they feel comfortable when getting information through mobile. Fourth, the Generation Z want the technology to solve their problems. Instead of talking to the technicians, they prefer to use digital machines to solve their problems. Finally, the Generation Z want immediate response since they are used to immediate satisfaction and they are able to approach real-time information.
There are some keys to satisfy the Generation Z: immediacy, personalization, security and fun. In order to make the business successful, it is important to figure out what the customers want and meet their needs immediately. Brand needs to earn customers by digital innovation and offer service at the same time in order to enhance the customer relationship. The brand also needs to offer fun experience to customers by offering immediate, personalized and safe service.
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