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Who Are They…
Born between 1996 and 2010, Gen Z has grown up in a digital world—and a world informed by a warming climate, an ever-changing economic outlook and, of course, COVID-19. McKinsey cites Gen Zers as some of the first “digital natives,” those who have grown up with the internet as a part of their everyday lives.





Few would remember life before WiFi. Still, Gen Z is a wide-ranging demographic: some young Gen Zers are still in middle school, while the oldest of the bunch may have homes, kids and careers. What brings Gen Z together is the things they care about.


What They Are Known For…

• McKinsey reports that Gen Z “generally have strong values related to racial justice and sustainability,” and are highly concerned with climate change.

• In that vein, many expect the companies they shop with to be sustainably minded too. One McKinsey study found that 73 percent of Gen Z said they try to purchase from “companies they consider ethical,” and that nine out of ten are of the belief that companies have a responsibility to address both social and environmental issues. In fact, Mintel found that 34 percent of Gen Zers surveyed agreed that brands “should be boycotted if they do not act on social and environmental issues.”

• Gen Z want the best of both worlds: a great online store or app, as well as a memorable in-store experience, McKinsey says.

• 98 percent of Gen Z uses social media, according to Mintel, many of them using TikTok in particular to learn more about products and watch reviews from real customers before making any purchasing decisions.

• In the U.S., 40 percent of Gen Z say their purchases are influenced online, be it by influencers or brands, McKinsey says.

• Despite being so young, many Gen Zers are concerned about the changing economy and what it means for their finances. Mintel reports that 43 percent of Gen Zers surveyed are expecting to cut back on non-essentials, and 51 percent are “choosing to prioritize their finances as a result of rising prices.”