Gen Z Research

Gen Z is the largest generation segment in the U.S., making up 25% of the population and the most racially diverse in history, with nearly half identifying as other than non-Hispanic White

Gen Z is the most diverse generation in American history, with nearly half identifying as racial or ethnic minorities. This diversity is reflected in their values and priorities, as Gen Z consumers are more vocal about social justice and gender and identity nonconformity than previous generations. Digital-first, this generation has grown up in the age of social media, as evidenced by high consumption levels across multiple devices, often simultaneously.

Despite their independence, Gen Z consumers still look to their parents and friends for advice and guidance when making purchase decisions. This means that brands that want to reach Gen Z need to also focus on building relationships with their parents and friends.