Executive Summary

Generation Z—which includes children, teens, and young adults born between 1997 and 2012—is the most racially, ethnically, and sexually diverse generation in history. As this cohort matures into a unique and powerful consumer bloc, brands hoping to win over Gen Zers must understand how they grew up, what they believe in, and what makes them tick.

How does Gen Z’s diversity affect its outlook on life?

In their formative years, US Gen Zers were governed by the nation’s first Black president and saw the legalization of same-sex marriage. They celebrate individual differences and gravitate toward brands and causes they perceive as authentic and inclusive.

Which social issues are the most important to Gen Z?

Social consciousness is a defining characteristic of Gen Z, and they are most passionate about racial equity. They also feel strongly about climate change, sustainability, environmental responsibility, gender equity, access to healthcare, an end to gun violence, and economic opportunity.

What does Gen Z expect from companies and brands?

Gen Z is more skeptical than previous generations and less likely to trust businesses to do good in the world. They are more likely to patronize brands that work to effect social change, share their values, and reflect their expectations of themselves.

WHAT’S IN THIS REPORT? Recent Gen Z demographic and psychographic data paired with insights about how this generation will help shape society, culture, commerce, and business in the years to come.

KEY STAT: There will be 67.8 million Gen Zers in the US this year, representing 20.2% of the population.