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Here Come the Pivotals

Reaching Gen Z If you’re anything like everyone (and most of us are), then you don’t have a clue about Generation Z, becoming popularly known as “The Pivotals” and for good reason. Finding out how to connect with the next generation of consumers is a critical marketing understanding for any company. Who are the Pivotals? They are diverse in gender, ethnicity, and style. They’re primarily ages 13 to 34 — which is to say, Generation Z with some young, or Trailing Edge Millennials thrown in. They’ve been raised on the internet and are perhaps more informed than any consumer group before them. They watch up to four hours of digital […]

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Millennials Killed the Mall, Pivotals Will Save It

The next generation of U.S. buyers isn’t shopping like their parents. Gen Z, The Pivotals, keeps confounding Corporate America. It’s their nature. They can’t help it. They’ve shunned beer, they want companies to take political stands and they trust Kardashians to make their makeup choices. But perhaps the biggest surprise about this new cohort of teenagers is the most unexpected of all: They love the shopping mall. In fact, they love gathering in general. Around 95 percent of them visited a physical shopping center in a three-month period in 2018, as opposed to just 75 percent of Millennials and 58 percent of Gen X, according to an International Council of […]

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