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5/25/2020 Generation Z: Latest Gen Z News, Research, Facts & Strategies | Business Insider
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Generation Z LATEST CHARACTERISTICS, RESEARCH, AND FACTS
Generation Z (aka Gen Z, iGen, or centennials), refers to the
generation that was born between 1996-2010, following
millennials. This generation has been raised on the internet and
social media, with some the oldest finishing college by 2020 and
entering the workforce.
Business Insider Intelligence has been tracking Gen Z’s characteristics, traits, values, and trends to develop in-depth
statistics, facts, and marketing strategies targeting what will soon
become the largest cohort of consumers.
Gen Z is estimated to soon become the largest US consumer population. The Digital Commerce and Gen Z Report from Business Insider Intelligence
What is Generation Z (Gen Z)?
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Generation Z, is the youngest, most ethnically-diverse, and largest
generation in American history, comprising 27% of the US
population. Pew Research recently defined Gen Z as anyone born
after 1997. Gen Z grew up with technology, the internet, and social
media, which sometimes causes them to be stereotyped as tech-
addicted, anti-social, or “social justice warriors.”
What are Millennials (Gen Y)?
Millennials, also known as Generation Y, include anyone born
between 1981 and 1996 (ages 23 to 38 in 2019) and represent about a
quarter of the US population. Much of this cohort entered the
workforce at the height of the Great Recession, and have struggled
with the subsequent widening of the generational wealth gap.
Millennials have led older generations in technology adoption and
embracing digital solutions. Their financial status and tech-
savviness have fundamentally changed how they live and work —
earning them stereotypes that they job hop and have killed a
number of industries. Prior to Gen Z, millennials were the largest
and most racially and ethnically diverse generation.
What is Generation X (Gen X)?
Generation X, also known as Gen X, the latchkey generation or,
jokingly, the forgotten or middle child generation, consists of
people born between 1965 and 1980 (ages 39-54 in 2019). Currently,
Gen X comprises 20.6% of the US population, making them smaller
than any other age demographic.
This cohort grew up with higher divorce rates and more two-
income households, resulting in a general lack of an adult presence
in their childhoods and teenage years. As such, Gen X is generally
viewed as peer-oriented and entrepreneurial in spirit.
What is Generation Alpha?
Some members of Gen Alpha (anyone born after 2010) can barely
walk, but it’s already set to be the most transformative generation
yet. Alphas haven’t just grown up with technology — they’ve been
completely immersed in it since birth. Early in their formative
years, these children are comfortable speaking to voice assistants
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and swiping on smartphones. They don’t consider technologies to
be tools used to help achieve tasks, but rather as deeply integrated
parts of everyday life.
F E AT U R E D G E N Z A R T I C L E S
Generation Zs reveal their 100 favorite brands
How companies are eyeing Gen Z
How Gen Z’s morning routine di�ers from other generations
Gen Z’s favorite photo-editing app
Sectors and businesses Gen Z is killing
Why members of Gen Z are least likely to get a job
How Gen Z is creating a $5 billion market for fake meat and seafood
Experts are marketing to Gen Z Gen Z’s favorite slang words
What it’s REALLY like to be a teen in 2018
Which generation you are, by birth year
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F A Q S A B O U T G E N Z
What are the Generation Z birth years & age range?
Generation Z is broadly defined as the 72 million people born
between 1996 and 2010, but Pew Research has recently defined Gen
Z as anyone born after 1997.
Generation Z vs Millennials (Gen Y)
Gen Z most closely mirrors millennials on key social and political
issues, but without much of the optimism; More US Gen Zers than
any other generation (68%) feel the US is headed in the wrong
direction, and fewer Gen Zers than any other generation (32%) feel
the country is headed in the right direction.
Is generation Z conservative?
Generation Z considers itself more accepting and open-minded
than any generation before it. Almost half of Gen Zs are minorities,
compared to 22% of Baby Boomers, and the majority of Gen Z
supports social movements such as Black Lives Matter, transgender
rights, and feminism.
What are common names for Generation Z?
Generation Z, or Gen Z, is also sometimes referred to as iGen, or
Centennials.
What is after Generation Z?
The generation that follows Gen Z is Generation Alpha, which
includes anyone born after 2010. Gen Alpha is still very young, but
is on track to be the most transformative age group ever.
What are common Generation Z characteristics?
5/25/2020 Generation Z: Latest Gen Z News, Research, Facts & Strategies | Business Insider
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The average Gen Z got their first smartphone just before their
twelfth birthday. They communicate primarily through social
media and texts, and spend as much time on their phones as older
generations do watching television.
The majority of Gen Zs prefer streaming services to traditional
cable, as well as getting snackable content they can get on their
phones and computers.
Gen Z is the most ethnically diverse and largest generation in
American history, and eclipses all other generations before it in
embracing diversity and inclusion.
M O R E T O L E A R N
Generation Z will soon become the most pivotal generation to the
future of retail, and many will have huge spending power by 2026.
To capture a piece of this growing cohort, retailers and brands need
to start establishing relationships with Gen Zers now.
But Gen Zers are different from older generations, because they are
the first consumers to have grown up wholly in the digital era.
They're tech-savvy and mobile-first — and they have high
standards for how they spend their time online.
After ignoring the digital revolution and millennial buyers for too
long, retailers and brands have spent the last decade trying to catch
up to millennials' interests and habits — so it’s critical for them get
ahead of Gen Z's tendency to be online at all times, and make sure
to meet this generation's digital expectations.
The Digital Commerce and Gen Z report from Business Insider
Intelligence:
Explores the current and future spending power of Gen Z.
Examines Gen Zers' interest in brick-and-mortar shopping,
and identifies how retailers and brands can capitalize on it.
Provides insight into the generation's digital expectations, and
analyzes what they mean for selling to Gen Zers online.
5/25/2020 Generation Z: Latest Gen Z News, Research, Facts & Strategies | Business Insider
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Discusses the influence of quality and social media on Gen Z's
purchase behavior, and considers potential courses of action
for retailers and brands.
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