Getting to know Generation Z?

Understanding teen and tween attitudes and expectations.

teenagers working

The large size and growing purchasing power of Millennials – people born between 1980 and 1996 – has led many organizations to focus considerable time and resources on attracting and adapting to this young, creative and tech-savvy generation of consumers and workers.

But a new generation is already coming of age: Generation Z. These teens and tweens born 1997 and after are the true digital natives, raised with the Internet at their fingertips and in their pockets. They have grown up within a unique social, economic and political setting, and under a different parenting style than their predecessors. Increasingly, they are being recognized as having tastes, attitudes and expectations that set them apart.

“What we’ve witnessed is that the younger people, now in their teens and tweens and just entering the workforce, are not an extension of Millennials,” says EY’s Marcie Merriman. “They are a new generation with unique experiences, beliefs and behaviors.” Almost daily, new insights are coming to light about how Gen Z will change the world through their unique perspectives and unusual strengths.

Below, we’ve extracted some of the key findings of Merriman’s recent study on the rise of Generation Z.