{"id":30443,"date":"2021-07-08T13:16:56","date_gmt":"2021-07-08T11:16:56","guid":{"rendered":"https:\/\/www.investglass.com\/?p=30443"},"modified":"2025-03-19T06:19:12","modified_gmt":"2025-03-19T05:19:12","slug":"z-kusagi-bi%cc%87n-yillilar-nasil-farkli-ve-bi%cc%87lmemi%cc%87z-gerekenler","status":"publish","type":"post","link":"https:\/\/www.investglass.com\/tr\/generation-z-how-millenials-are-different-and-what-we-should-know\/","title":{"rendered":"Z Ku\u015fa\u011f\u0131: Y Ku\u015fa\u011f\u0131 nas\u0131l farkl\u0131d\u0131r ve bilmemiz gerekenler nelerdir?"},"content":{"rendered":"

Millennials have long been the focal point of marketing strategies due to their substantial purchasing power and technological proficiency. However, a new cohort, Generation Z individuals born between 1997 and 2012 is emerging as a significant consumer base. As of 2024, Generation Z comprises approximately\u00a0K\u00fcresel n\u00fcfusun 28%'si<\/strong>, 'nin \u00fczerinde\u00a0D\u00fcnya \u00e7ap\u0131nda 2,2 milyar birey<\/strong>\u00a0(Maverish<\/a>). <\/p>\n\n\n\n

Bu ku\u015fak \u0131rksal ve etnik \u00e7e\u015fitlili\u011fiyle \u00f6ne \u00e7\u0131kmaktad\u0131r; Amerika Birle\u015fik Devletleri'nde yakla\u015f\u0131k\u00a0Z ku\u015fa\u011f\u0131n\u0131n 50%'si \u0131rksal ve etnik az\u0131nl\u0131klardan olu\u015fuyor<\/strong>, ile\u00a0Her 4 ki\u015fiden 1'i Hispanik olarak tan\u0131mlan\u0131yor<\/strong>\u00a0(Britannica<\/a>). Mali a\u00e7\u0131dan Z ku\u015fa\u011f\u0131 \u00f6nemli bir etkiye sahiptir ve ABD'deki harcamalar\u0131n\u0131n\u00a0$360 milyar<\/strong>, 'ye kadar olan k\u0131sm\u0131n\u0131 olu\u015fturmas\u0131 \u00f6ng\u00f6r\u00fclmektedir.\u00a02030 y\u0131l\u0131na kadar l\u00fcks al\u0131mlar\u0131n 30%'si<\/strong>\u00a0(Vogue Business<\/a>). <\/p>\n\n\n\n

Y ku\u015fa\u011f\u0131, d\u00fcnyan\u0131n en \u00f6nemli pazarlama<\/a> ve reklamc\u0131l\u0131k. Anla\u015f\u0131lmalar\u0131 kolay, sat\u0131n alma g\u00fc\u00e7leri y\u00fcksek ve teknoloji merakl\u0131s\u0131lar. Ancak ufukta yeni bir nesil var: Z ku\u015fa\u011f\u0131, 1995'ten sonra do\u011fan ku\u015fak. Bu yeni grup \u00f6n\u00fcm\u00fczdeki on y\u0131l i\u00e7inde yeti\u015fkinli\u011fe ad\u0131m atmak \u00fczere ve pazarlamac\u0131lar\u0131n onlar i\u00e7in haz\u0131rlanmaya ba\u015flamas\u0131n\u0131n zaman\u0131 geldi. Z ku\u015fa\u011f\u0131 i\u00e7in bir neo bankas\u0131 m\u0131 olu\u015fturmak istiyorsunuz?<\/p>\n\n\n\n

Bu yeni nesil hakk\u0131nda ne biliyoruz?<\/p>\n\n\n\n

Bu makalede sekiz \u00f6nemli fark sunaca\u011f\u0131z. Post-millenial olarak da bilinirler ve mileniallerden biraz farkl\u0131d\u0131rlar. Bu t\u00fcketici grubu hakk\u0131nda \u00f6\u011frenilecek \u00e7ok \u015fey var, i\u015fte baz\u0131lar\u0131 bilmeniz gerekenler<\/a> E\u011fer onlara pazarlama yap\u0131yorsan\u0131z:<\/p>\n\n\n\n

1) Z ku\u015fa\u011f\u0131 \u00f6nceki ku\u015faklara g\u00f6re \u00e7ok daha giri\u015fimci - 43% kendi i\u015fini kurmak istiyor<\/strong><\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131 giri\u015fimcili\u011fe a\u00e7 bir ku\u015fakt\u0131r ve toplumda ve i\u015f d\u00fcnyas\u0131nda kendi etkisini yaratman\u0131n pe\u015findedir. Kendi \u00e7al\u0131\u015fma alanlar\u0131na sahip olmay\u0131 tercih ederler, dijital yerlilerdir, \u00e7evrimd\u0131\u015f\u0131 i\u015fyeri ileti\u015fimini ve d\u00fcz organizasyon yap\u0131s\u0131n\u0131 tercih ederler. Ayr\u0131ca benzer bir talep k\u00fclt\u00fcr\u00fc ve kendin yap zihniyetine sahip i\u015fverenler arama e\u011filimindedirler. Organizasyon yap\u0131s\u0131n\u0131 derinden etkilemek isteyen tek ku\u015fakt\u0131r, e\u011fitim alternatiflerini ara\u015ft\u0131r\u0131rlar ve her zaman y\u00fcz y\u00fcze ileti\u015fim kurmay\u0131 tercih ederken s\u0131k\u0131 bir anlay\u0131\u015fa sahiptirler. Z ku\u015fa\u011f\u0131, 0 ka\u011f\u0131t i\u015finin anahtar oldu\u011funu anl\u0131yor.<\/p>\n\n\n\n

\"bebe\u011fin<\/figure>\n\n\n\n

2) Z Ku\u015fa\u011f\u0131, d\u00fcnyadaki sosyal meseleleri ve sorunlar\u0131 \u00f6nemsedikleri i\u00e7in \u201csivil\u201d veya \u201ck\u00fcresel vatanda\u015flar\u201d olarak tan\u0131mlanmaktad\u0131r.<\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131, \u00e7evresel ve sosyal konularla ilgili \u00f6nemli k\u00fcresel olaylar s\u00f6z konusu oldu\u011funda Y ku\u015fa\u011f\u0131ndan farkl\u0131d\u0131r. Sadece kendi halklar\u0131n\u0131 ve \u00fclkelerini de\u011fil, ayn\u0131 zamanda d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndan gen\u00e7leri ve yeti\u015fkinleri de \u00f6nemsiyorlar. Onlar \u015fu konularda en duyarl\u0131 ku\u015fakt\u0131r ESG<\/a> emsal olan di\u011fer t\u00fcm nesillerden fakt\u00f6rler. InvestGlass portf\u00f6y y\u00f6neti\u0307m araci<\/a> her m\u00fc\u015fteri segmenti i\u00e7in \u201c\u015fablon\u201d sunmak \u00fczere olu\u015fturulmu\u015ftur. Bu \u015fekilde, ESG veya tahvil yat\u0131r\u0131mc\u0131s\u0131 arayan m\u00fc\u015fteriler i\u00e7in farkl\u0131 bir g\u00f6r\u00fcn\u00fcm sunabilirsiniz.<\/p>\n\n\n\n

3) Z ku\u015fa\u011f\u0131n\u0131n \u00e7o\u011funlu\u011fu dijital platformlar yerine y\u00fcz y\u00fcze ileti\u015fimi tercih ediyor<\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131, milenyum sonras\u0131 ku\u015fakt\u0131r ve gen\u00e7 ku\u015fak i\u00e7inde dijital \u00e7a\u011f\u0131n dijital yerlileri olan tek gruptur. \u00c7oklu dijital ileti\u015fim ara\u00e7lar\u0131, arama motorlar\u0131, nas\u0131l yap\u0131l\u0131r youtube e\u011fitimleri, iste\u011fe ba\u011fl\u0131 video ve anl\u0131k mesajla\u015fma \u00e7a\u011f\u0131nda do\u011fan ilk k\u00fcresel nesildir. Ancak sonsuza kadar \u00e7evrimi\u00e7i ya\u015fayan g\u00fcn\u00fcm\u00fcz gen\u00e7 ku\u015faklar\u0131n\u0131n aksine, onlar ayn\u0131 zamanda fiziksel d\u00fcnyada ya\u015famay\u0131 tercih ediyorlar.<\/p>\n\n\n\n

\"tezos<\/figure>\n\n\n\n

4) Ger\u00e7ek\u00e7i (Z Ku\u015fa\u011f\u0131) vs \u0130yimser (Baby Boomers)<\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131n\u0131n y\u00fczde yetmi\u015f yedisi \u00f6nceki ku\u015faklara g\u00f6re daha \u00e7ok \u00e7al\u0131\u015fmay\u0131 bekliyor. Y ku\u015fa\u011f\u0131, cesaretlendirici Baby Boomer ebeveynleri ve refah ve f\u0131rsat d\u00f6neminde b\u00fcy\u00fcmeleri sayesinde iyimser oldu. Z ku\u015fa\u011f\u0131, durgunluk d\u00f6neminde b\u00fcy\u00fcrken \u015f\u00fcpheci ve a\u00e7\u0131k s\u00f6zl\u00fc X ku\u015fa\u011f\u0131 ebeveynleri sayesinde ger\u00e7ek\u00e7i olacakt\u0131r. Sat\u0131\u015f yakla\u015f\u0131m\u0131n\u0131z ve sat\u0131\u015f d\u00f6ng\u00fcs\u00fc farkl\u0131 olacakt\u0131r<\/a>.<\/p>\n\n\n\n

5) Devlete i\u015f d\u00fcnyas\u0131ndan daha fazla g\u00fcven.<\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131n\u0131n sorunlar\u0131 \u00e7\u00f6zmek i\u00e7in i\u015fletmeler ve bireyler yerine h\u00fck\u00fcmete ba\u015fvurma olas\u0131l\u0131\u011f\u0131 eski ku\u015faklara g\u00f6re daha y\u00fcksektir. Her on Z ku\u015fa\u011f\u0131ndan yedisi h\u00fck\u00fcmetin sorunlar\u0131 \u00e7\u00f6zmek i\u00e7in daha fazlas\u0131n\u0131 yapmas\u0131 gerekti\u011fini s\u00f6ylerken, 29% h\u00fck\u00fcmetin i\u015fletmelere ve bireylere b\u0131rak\u0131lmas\u0131 daha iyi olan \u00e7ok fazla \u015fey yapt\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. \u00d6te yandan, eski ku\u015faklar Z ku\u015fa\u011f\u0131na k\u0131yasla bireylere ve k\u00fcresel akranlar\u0131na daha fazla g\u00fcveniyor.<\/p>\n\n\n\n

6) \u00d6zel hayat vs Kamusal hayat<\/h2>\n\n\n\n

Z ku\u015fa\u011f\u0131, Y ku\u015fa\u011f\u0131 ve Baby Boomers ku\u015fa\u011f\u0131ndan pek \u00e7ok a\u00e7\u0131dan \u00f6nemli farkl\u0131l\u0131klara sahiptir. Bunlardan biri de sosyal a\u011flarda gizlilik ve ki\u015fisel bilgilere y\u00f6nelik tutumlar\u0131d\u0131r. Y ku\u015fa\u011f\u0131 modern \u00e7a\u011f\u0131n dijital \u00f6nc\u00fcleriydi. Sosyal medyan\u0131n, anl\u0131k mesajla\u015fman\u0131n, ak\u0131ll\u0131 telefonlar\u0131n, arama motorlar\u0131n\u0131n ve mobil devrimin ortaya \u00e7\u0131k\u0131\u015f\u0131na ve y\u00fckseli\u015fine tan\u0131k oldular. Z ku\u015fa\u011f\u0131 ise bu yeniliklere tan\u0131k olmad\u0131, aksine bu yeniliklerin i\u00e7inde do\u011fdu. Her yerde ba\u011flant\u0131, g\u00fc\u00e7l\u00fc mobil cihazlar, y\u00fcksek oranda d\u00fczenlenmi\u015f k\u00fcresel bilgi ve 7\/24 haber d\u00f6ng\u00fcleri Z ku\u015fa\u011f\u0131na \u00f6zg\u00fcd\u00fcr. Z ku\u015fa\u011f\u0131n\u0131n y\u00fczde yetmi\u015fi ki\u015fisel bilgilerini patronlar\u0131 yerine evcil hayvanlar\u0131yla payla\u015fmay\u0131 tercih eder.<\/p>\n\n\n\n

\"g\u00fcnd\u00fcz<\/figure>\n\n\n\n

7) Z ku\u015fa\u011f\u0131n\u0131n ebeveynlerine g\u00f6re daha d\u00fc\u015f\u00fck do\u011fum oran\u0131<\/h2>\n\n\n\n

Bu yeni nesil, do\u011fum oranlar\u0131n\u0131n t\u00fcm zamanlar\u0131n en d\u00fc\u015f\u00fck seviyesinde olmas\u0131 nedeniyle ya\u015fl\u0131 meslekta\u015flar\u0131na g\u00f6re daha k\u00fc\u00e7\u00fck bir grup olacakt\u0131r. Bu durum, \u015fu anda Bat\u0131 n\u00fcfusunun sadece 12%'si olan daha k\u00fc\u00e7\u00fck bir hedef kitleyle sonu\u00e7lanacakt\u0131r. Bu, b\u00fcy\u00fck olas\u0131l\u0131kla bir sonraki nesilde de devam edecek bir sorun. COVID hala davran\u0131\u015flar\u0131 de\u011fi\u015ftirebilir ancak Y ku\u015fa\u011f\u0131 ve Z ku\u015fa\u011f\u0131 farkl\u0131 aray\u0131\u015flar i\u00e7inde olacakt\u0131r. pazarlama kampanyalar\u0131<\/a>.<\/p>\n\n\n\n

8) Bilgi payla\u015f\u0131m\u0131<\/h2>\n\n\n\n

Bulgular, Z ku\u015fa\u011f\u0131n\u0131n \u00f6nemli k\u00fcresel olaylara tan\u0131kl\u0131k eden yeni nesil olmas\u0131na ve bilgi payla\u015f\u0131m\u0131na \u00e7ok a\u00e7\u0131k olmalar\u0131na ra\u011fmen, \u00e7evrimi\u00e7i g\u00fcvenlik ve emniyet konusundaki tutumlar\u0131n\u0131n kar\u0131\u015f\u0131k oldu\u011funu g\u00f6stermektedir. Z ku\u015fa\u011f\u0131 t\u00fcketicilerine en iyi nas\u0131l yakla\u015fabileceklerini merak eden pazarlamac\u0131lar i\u00e7in kesin olan bir \u015fey var: Gen\u00e7ler gizlili\u011fi \u00f6nemsemiyor, ancak \u00f6nemsemeliler \u00e7\u00fcnk\u00fc bu durum gelecekte onlar\u0131 bir\u00e7ok y\u00f6nden etkileyebilir.<\/p>\n\n\n\n

Bu sessiz bir nesil de\u011fil, nesiller farkl\u0131l\u0131k g\u00f6steriyor ancak i\u015finiz i\u00e7in ideal bir nesil yok.... harekete ge\u00e7me zaman\u0131! Z ku\u015fa\u011f\u0131 \u00fcyeleri b\u00fcy\u00fck \u015firketlerle \u00e7al\u0131\u015f\u0131rken zorluklarla kar\u015f\u0131la\u015facak ve b\u00fcy\u00fck \u00f6\u011frenci bor\u00e7lar\u0131 konusunda kesinlikle daha dikkatli olacaklard\u0131r. Z ku\u015fa\u011f\u0131 \u00e7al\u0131\u015fanlar\u0131 da bo\u015f zamanlar\u0131n\u0131 farkl\u0131 bir \u015fekilde de\u011ferlendirecek ve siz de kendi i\u015finizi y\u00f6netirken bunu hissedeceksiniz.<\/a> insan kaynaklar\u0131 ve yetenekleri elde tutma. Ku\u015fak farklar\u0131 azal\u0131yor, bu nedenle dijital ara\u00e7lar\u0131n\u0131za yat\u0131r\u0131m yapmak ku\u015faklar aras\u0131 bir bahis de\u011fil.<\/p>\n\n\n\n

Neyse ki InvestGlass, sizinki gibi i\u015fletmelerin bu t\u00fcketicileri ba\u015far\u0131l\u0131 bir \u015fekilde d\u00f6n\u00fc\u015ft\u00fcrmek i\u00e7in ne gerekti\u011fini anlamalar\u0131na yard\u0131mc\u0131 olmak i\u00e7in bilgiye b\u00fcy\u00fck yat\u0131r\u0131m yapt\u0131, b\u00f6ylece \u015firketiniz onlarla birlikte b\u00fcy\u00fcyebilir! \u00d6zellikle GenZers ve Y ku\u015fa\u011f\u0131 i\u00e7in tasarlanm\u0131\u015f ara\u00e7lar ve hizmetlerle, huninin her ad\u0131m\u0131nda m\u00fckemmel bir deneyim sunarken onlar\u0131n taleplerini kar\u015f\u0131layabilece\u011finizden eminiz - hem de bankay\u0131 zorlamadan pazarlama b\u00fct\u00e7eleri<\/a> veya yeni \u00e7al\u0131\u015fanlar i\u015fe almak. Haz\u0131r m\u0131s\u0131n\u0131z?<\/p>","protected":false},"excerpt":{"rendered":"

Millennials have long been the focal point of marketing strategies due to their substantial purchasing power and technological proficiency. However, a new cohort, Generation Z individuals born between 1997 and 2012 is emerging as a significant consumer base. As of 2024, Generation Z comprises approximately\u00a028% of the global population, translating to over\u00a02.2 billion individuals worldwide\u00a0(Maverish). […]<\/p>\n","protected":false},"author":1,"featured_media":30445,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[455,454],"class_list":["post-30443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","tag-generation-z","tag-millennials"],"yoast_head":"\nGeneration Z: How Millennials are different<\/title>\n<meta name=\"description\" content=\"Discover how Generation Z differs from millennials. 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