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