Forget what you think you know about Generation Z
Many assume Generation Z (Gen Z) is comprised of healthy eaters, eco-conscious buyers, and consumers with a deep mistrust of big brands. While these attributes are loudly touted by the media, they are, in fact, wrong. Neither are Gen Zs ‘like Millennials but on steroids.’
Gen Z has never known a world without the internet. This has created a new type of consumer group that brands need to target differently. Gen Z has also been shaped by its coming of age, plugged into a world of great uncertainty and disruption.
Defining Gen Z
Gen Z was brought up in an era of rapid technological change. Coming of age with social media magnified the already big social, economic, and political changes of the time.
While Gen Z will never be the largest demographic with which brands can engage, they represent a significant share of the US population, an estimated 60 million strong in 2023. Even more important than their size is their need state based on life stage. Today, members of Gen Z are between the ages of 13 and 26. While this group continues to straddle childhood and adulthood, an ever-increasing share is making the transition into adulthood and could use support in all that entails.
2 facts brands need to know about Gen Z consumers
- Gen Z is dissatisfied with the present
- Gen Z is seeking a responsible financial future
2 market opportunities Gen Z presents for brands
- Shift the focus (back) to things over experiences
- Make quality the goal, not quantity
Mintel has conducted extensive consumer research to understand the Gen Z demographic. Download the report to get the full profile of this highly-dynamic and engaged consumer group – including two additional facts and two additional opportunities! This report includes key takeaways for brands and marketers and the actionable insights and recommendations needed to plan your next, strategic move.
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