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"Gen Z continues to challenge institutions and ways of work and life as they advance further into adulthood amidst rapid social, technological and political change."
Hiro Takemasa - Senior Consumer Lifestyles Analyst
This report examines Gen Z attitudes and behaviors from a marketing standpoint, and how brands can effectively connect with this generation of consumers. Gen Z consumers are defined as being born 1997-2010. In 2025, members of Gen Z are between the ages of 15 and 28.
The behavioral drives of youth – forming an identity, standing out, competing, seeking connection, exploration and validation – create unexpected dynamics with modern technology and society. With the youngest entering high school and the eldest past the median age of first child birth, this generation enters its most diverse phase in terms of life stage. Adding to this morass of complex interactions are recent drops in consumer sentiment due to uncertain and extreme tariff policies of the current administration. Related societal shifts have caused a political gender rift that requires brands to monitor and potentially adjust messaging.
Gen Z, while being digital natives, still struggles to tell truth from falsehood, a shared affliction with older generations. But unlike jaded Gen Xers and older, Gen Zs enthusiastically approach and evaluate new media platforms. Digital hobbies and socialization are norms for this generation, but the benefits of in-person interactions still have them congregating in brick and mortar venues.
Gen Zs, less committed to how they live and work due to their earlier life stage, adapt to modern changes with agility, and are a testing ground for future norms.
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