Gen Z, the generation born from 1997 to 2012, is one of America’s most influential consumer segments.
One in five Americans are part of this generation and it is the second largest: at 75.6 million people, Gen Z is only slightly smaller than the Millennial generation at 75.8 million. These younger consumers, now 8-to-23 years old, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations.
How can you capture the growing influence and expenditure of this influential, younger consumer segment and earn their loyalty for years to come?
Understanding the unique characteristics of Gen Z Americans – from trends and experiences to expression and entertainment – can help you authentically engage. In April 2021, Collage Group’s Chief Insights Officer David Evans explored key areas of our consumer fundamentals for Gen Z in this deep dive presentation hosted by the Insights Association.
Fill out the form to watch the full presentation and download an excerpt of the deck.
In the full presentation you’ll find a deep dive into Gen Z demographics and economic opportunity, identity-related marketing expectations, cultural traits and passion points. Read below for a five key insights into Gen Z consumers.
1. Gen Z is coming of age in an intrinsically diverse society, with multicultural consumers representing nearly half of all Gen Z Americans.
This generation is among the first in American history to be defined by the multicultural experience, and 27% of Gen Z are first- or second-generation Americans. You cannot appeal to Gen Z Americans without respecting their complex set of identities.
2. Younger generations, specifically Gen Z, are increasingly likely to identify as LGBTQ+.
This is an interesting phenomenon we identified in our research on consumer identity, which suggests that as society is more accepting of the LGBTQ+ community, and people discover the myriad possible identities out there, young people are more willing to embrace their LGBTQ+ identities.
3. Gen Z is on track to be the most educated generation, but this comes at the steepest price in history.
Those entering collage now face approximately $37,650 in tuition and fees for attending a private, nonprofit four-year university.
The confluence of high levels of education, at a high cost, and the difficult economic and social realities of our current climate play into the cultural traits we’ve identified for Gen Z, specifically “pressured” and “skeptical”.
4. Gen Z has grown up in a period of unprecedented uncertainty, adding even more layers to the stresses of adolescence and young adulthood.
Most recently, amid pandemic, economic recession, political polarization and social justice movements, Gen Z has had a lot to bear within a very short span of time. Unsurprisingly, Gen Z is struggling to find balance between meeting others’ expectations and living their desired lives – and much more so than other generations.
5. Gen Z Americans see many challenges standing in the way of their futures that society has failed to address.
These young consumers tend not to trust many institutions and believe brands and corporations should play a role in addressing the problems they face.
Are you interested in learning more about Gen Z consumers and how to apply these insights to your campaigns?
Collage Group’s consumer research database now contains insights from hundreds of studies, thousands of questions and millions of data points on American consumers across ethnicity, generation, sexuality and gender. With more than 35 original studies released each year, you can dive deeper into the cultural traits, identity, passion points and more of Gen Z Americans, as well as other high-grow diverse consumers.
Through our Generations consumer research platform you can access to the insights you need to understand and engage the attitudes, behaviors and values of all generational segments: Gen Z, Millennial, Gen X and Boomer. Contact us to learn more.