"Gen Zs were dealt a tough hand, but their importance grows each year. Brands need to look ahead to how Gen Z's unique formative years will impact their next decade."
Scott Stewart, Associate Principal, Lifestyles & Retail
Only 28% of 24-29 year olds have moved out of their parents’ home and started a long-term career. That proportion is illustrative of where Gen Zs are in life today. On the cusp of 30, many have used their 20s as a gradual introduction into full adulthood. But by starting their independence later than past generations, this cohort’s delayed adulthood will have a ripple effect for years into the future.
A key reason for this shift is the market Gen Zs have grown up in. Affordability makes it hard to move out on their own while labour uncertainty makes it difficult to begin a stable career. Gen Zs haven’t created the situation they’re in, but that doesn’t change the fact that it will lead to different adult lifestyles than what’s been seen in the past.
There is opportunity, though – specifically, by winning Gen Z’s time and attention. They may not have much purchasing power yet, but they have lots of time on their hands thanks to digital innovations and limited responsibilities. Stakeholders need to treat time like a valuable resource and battle to win a share of Gen Zs’ days rather than just their wallets.
Generation Z represents those individuals born between the years 1997-2010. When the research for this Report was conducted in May 2026, Generation Z was aged 16-29; survey participation was limited to adult Generation Z (ie aged 18-29).
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