I’ve seen the future of social media and it’s in the hands of Generation Z.

This generation, born after the millennials, is defined by being a tribe of digital natives. They do not know a world without technology. To use these channels as part of everything they do is, for them, instinctive. It’s estimated that there are approximately 2 billion of them, accounting for 27 percent of the global population. They are also characterised by having a large network of online friends, often from all over the world.

Your generation and mine may think we invented tech for good, but for Generation Z it’s their raison d’etre.

Abby Tomlinson meeting Ed Miliband

From Isadora Faber, a Brazilian teenager whose blogs about her country’s crumbling schools led to talk show appearances to discuss the issues she raised, to Abby Tomlinson, a 17 year old girl in the UK who started the #Milifandom movement on social media to give young people a voice during the general election in 2015, Generation Z are campaigning for change using the smartphones in their hands and from their laptops in their bedrooms.

Rather than dreaming of being doctors and lawyers, they are aspiring entrepreneurs (61% would rather be an entrepreneur than an employee when they graduate). And according to a recent research survey of UK/US teenagers, 26% have raised money for a cause and 32% have donated their own (pocket) money.

HOW CAN NON-PROFITS APPEAL TO GENERATION Z?

• Think creatively. My New Home by Plan International Sweden is a virtual reality film about refugee children in Tanzania. Its interactive format enables you to explore the camp and meet the children there, some of whom have experienced violence or bereavement. This kind of immersive, sophisticated storytelling is very appealing to Generation Z.
• In the US GivingTuesday is reaching Gen Z through its K-12 Philanthropy Curriculum. This includes lessons plans through which teachers can encourage their students to fundraise for local non-profits.
• If you work in the international development sector, BOND have produced an excellent report on how to engage Generation Z using social media and other channels.

Let me know how you are planning to appeal to them too.

TOP TIPS

• Produce content that helps Generation Z collaborate and communicate easily.
• Be creative. This is a busy, sophisticated audience.
• Keep pace with their use of channels. Why not bring together a panel of Generation Z stakeholders who you can kick ideas around with?

FURTHER READING

• Is your charity too old to barf rainbows? Guide to Snapchat (Beth Kanter)
• The future of social media: Generation Z (Beth Kanter)
• Philantroteens - The teenagers who use their pocket money to change the world (Guardian)