In this McKinsey Explainer, we define what is Gen Z and look into the specific traits, characteristics, and global forces that have shaped Generation Z.
Baby boomers’ spending habits in 2025 Gen Z vs. Gen Alpha: What really sets them apart? 7 Gen Alpha characteristics to know for 2025 Most popular categories Audiences Strategy Consumer behavior Step into the future of consumer research
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In the US, Gen Alpha is alsothe most racially and ethnically diverse generation. For marketers, this diversity underscores the need for authentic representation in campaigns, as both Gen Alpha and their parents expect brands to reflect the real world. Forces Shaping Gen Alpha Several cultural, soc...
Generation Z, term used to describe Americans born during the late 1990s and early 2000s. Some sources give the specific year range of 1997–2012, although the years spanned are sometimes contested or debated because generations and their zeitgeists are
Gen Alpha (Born 2010-2024):Second-generation digital natives; never without smartphones; value authenticity and interactive experiences. Zalpha:Cusp generation blending Gen Z and Alpha traits. Gen Z (Born 1997-2012):Socially conscious digital natives prioritizing mental health, sustainability, and equi...
Only 13% of Gen Z grew up in rural areas, with the majority residing in cities and metropolitan areas.3 These trends continue with Generation Alpha, born after 2012, which is projected to be even more diverse. Social and Cultural Characteristics ...
19 20 Gen Z brand relationships Notes and sources 1 "Gen Z and Gen Alpha Infographic Update." The McCrindle blog. February 4, 2015. http:// mccrindle.com.au/ the-mccrindle-blog/gen-z-and-gen-alpha-infographic-update.; "Generation X vs. Y vs. Z Workplace Edition." NextGeneration...
And as Generation Z grows into their roles, keep an eye on the up-and-coming Generation Alpha. With their innate comfort with technology and knack for adapting to new tools and environments, they might just take this trend even further, redefining what it means to be a freelancer in the ...
Free Essay: Another significant characteristic of Gen Z is that they are the most diverse and multicultural generation ever, having been exposed to a wide...