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Insight into the Behaviors and Motivations Shaping the Post-Millennial Generation
30-Jun-2019
North America
Megatrends
K3D3-01-00-00-00
CI00633-NA-MT_23401
Generation Z, the generation that comes after millennials, is now coming of age, entering the workforce, and growing in consumer power. By 2027, Gen Z will represent 20% of the US population--about 70 million people. In the United States, it is estimated that Gen Z has a direct spending power of at least $143 billion and an indirect spending power of $600 billion. This "digitally native" cohort will bring important values and skills to the buying experience, driving companies to push the boundaries of technology, social media, and environmental responsibility. Further, this age cohort is expected to be the most ethnically diverse and inclusive generation yet.
Companies that are tracking well with Gen Z are those that embrace authenticity and transparency. Gen Z does not like being ‘sold to’ and prefers brands that enable user-generated content and use social media influencers to do their marketing. For manufacturers, these characteristics will have far-reaching impacts. Brands will no longer be the focal point for a generation that is shaped by constant connectivity, ready access to information, and emerging channels of communication. Gen Z customers will be more comfortable with the idea of autonomous technologies and robots, given that they are the first generation to be born in the Internet and technology era.
Research Highlights
This research highlights Gen Z's demographic makeup in the United States and touches upon four areas of life that illuminate Gen Z's priorities: leisure, work, family and lifestyle, and consumption.
Key Features
- Almost three-fourths of Gen Zers say that they spend most of their free time online. More say this than spending time with family and friends.
- Social platforms and apps are at the heart of Gen Z’s technology dependency—with the ability to self-create, curate, and access exclusive purchases key to many of these platforms’ success.
- Financial stability is a top priority for this generation that grew up amid the Great Recession. Homeownership and avoiding student loans are top of mind for most, and saving for retirement is important for at least a subset.
- Gen Z is the most stressed generation, given significant exposure to social challenges such as mass shootings, rising suicide rates, and climate change. The generation is also highly diverse and inclusive—the most socially liberal while also financially conservative.
Key Issues Addressed
- What are the key characteristics of Gen Z and how do they differ from previous generations?
- What are the key social, environmental, connectivity, technology, and business model trends influencing Gen Z?
- What traits are Gen Z exhibiting that will likely carry into their adult years?
- What activities does Gen Z engage in that will revolutionize consumer approaches?
Author: Jillian Walker
Gen Z—Key Findings
Who is Gen Z?
Gen Z Around the World
Gen Z Spending Power
Gen Z Diversity
Key Influences—Social Trends
Key Influences—Environmental Trends
Key Influences—Connectivity Trends
Key Influences—Technology Trends
Key Influences—Business Model Trends
Life Areas—Connecting with Gen Z
Leisure
How Gen Z Chooses to Spend Time
From Gaming to Gamification
Rising Social Platforms Tell Us What Gen Z Cares About
Gen Z and the Future of the Car
Work
Gen Z in the Workforce
Gen Z and Job Obsolescence
An Entrepreneurial Generation
The Military is Adapting to the Gen Z Mindset
Family and Lifestyle
Financial Well-being and Trends
Housing Expectations
Family Expectations
Gen Z’s Health and Wellness
Consumption
What Gen Z Values in a Brand
The Sharing Economy Adapts to Gen Z
Gen Z Prefers Influencers over Celebrities
Gen Z Prioritizes Frictionless Consumption
Future Buyer Interfaces
The Last Word—6 Insights to Note
Legal Disclaimer
List of Exhibits
List of Exhibits (continued)
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Research Highlights
This research highlights Gen Z's demographic makeup in the United States and touches upon four areas of life that illuminate Gen Z's priorities: leisure, work, family and lifestyle, and consumption.
Key Features
- Almost three-fourths of Gen Zers say that they spend most of their free time online. More say this than spending time with family and friends.
- Social platforms and apps are at the heart of Gen Z’s technology dependency—with the ability to self-create, curate, and access exclusive purchases key to many of these platforms’ success.
- Financial stability is a top priority for this generation that grew up amid the Great Recession. Homeownership and avoiding student loans are top of mind for most, and saving for retirement is important for at least a subset.
- Gen Z is the most stressed generation, given significant exposure to social challenges such as mass shootings, rising suicide rates, and climate change. The generation is also highly diverse and inclusive—the most socially liberal while also financially conservative.
Key Issues Addressed
- What are the key characteristics of Gen Z and how do they differ from previous generations?
- What are the key social, environmental, connectivity, technology, and business model trends influencing Gen Z?
- What traits are Gen Z exhibiting that will likely carry into their adult years?
- What activities does Gen Z engage in that will revolutionize consumer approaches?
Author: Jillian Walker
| Deliverable Type | Megatrends |
|---|---|
| No Index | No |
| Podcast | No |
| Author | Jillian Walker |
| Industries | Cross Industries |
| WIP Number | K3D3-01-00-00-00 |
| Is Prebook | No |
| GPS Codes | 9A3B |
Overview of Generation Z in the United States, 2019
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