Overview of Generation Z in the United States, 2019

Insight into the Behaviors and Motivations Shaping the Post-Millennial Generation

INDUSTRY
Macroeconomics

RELEASE DATE
30-Jun-2019

REGION
North America

DELIVERABLE TYPE
Megatrends

RESEARCH CODE
K3D3-01-00-00-00

SKU
CI00633-NA-MT_23401

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CI00633-NA-MT_23401

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Overview of Generation Z in the United States, 2019
Published on: 30-Jun-2019 | SKU: CI00633-NA-MT_23401

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Description

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

Table of Contents

Executive Summary

Gen Z—Key Findings

Gen Z and the Influences Shaping this Generation’s Decision-Making

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

The Varying Worlds of Gen Z—Life Areas Contributing to a More Holistic Understanding

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

The Last Word—6 Insights to Note

Legal Disclaimer

Appendix

List of Exhibits

List of Exhibits (continued)

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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.--BEGIN PROMO--