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R E A D O N L I N E
57
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Gen Z-ers were
born between
1997 and 2012.
P
The Gen Z population
is estimated to be 82
million—making them
the largest generation.
P
They are our first
"digital natives"; their
digital sophistication
is frighteningly
advanced! They
do not know life
without smartphones,
the internet and
social media.
P
Above all, they value
"authenticity"—people
and groups that are
"real" (i.e., authentic).
LESSON: Be true
to your brand, and
don't pretend.
P
They view
consumption as
access rather
than possession,
consumption as
an expression of
individual identity,
and consumption
as a matter of
ethical concern.
P
They possess a
considerable degree
of pragmatism
and are financially
minded; they are
shrewd consumers,
often heavily involved
in ethical shopping,
such as embracing
second-hand apparel.
P
Diversity is their
norm, and they care
passionately about
issues involving race
and ethnicity.
P
Freedom of expression
is essential to Gen
Z-ers. They value
individual identity
and the rejection of
stereotypes. They
care about everyone
having the chance
to be who they
are—or want to be.
They prefer not to
define themselves
in traditional terms,
instead experimenting
with different ways of
being themselves and
shaping their individual
identities over time. For
example, 20 percent
of Gen Z-ers say they
are not exclusively
heterosexual and/or
are gender fluid.
P
They are politically
progressive‚ even
those on the right.
P
They care about
the environment and
saving the planet.
P
They are passionate
about human rights,
social justice issues
and full equality.
P
They care about the
collective good and
well-being.
P
At work, they are
"ultra-focused," which
is contrary to the
perception that older
generations often
have about them.
CORE TENETS, CHARACTERISTICS, VALUES
AND MORALS OF GENERATION Z
