2021
9
US Marketing to Gen Z Market Report 2021
2021-05-20T04:13:42+01:00
OX1047413
3695
138492
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Report
en_GB
“Refusing to fall in line with previous generations, Gen Z consumers are adamant about forging their own path. They want to be seen as change makers with unique and creative…

US Marketing to Gen Z Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Generation Z market including the behaviors, preferences, and habits of the consumer.

Gen Z consumers straddle adulthood. Half are tweens and teens (aged 11-17) and half are young adults (aged 18-24). Relatively young, Gen Zs are just trying to create their own path that will differentiate them from previous generations. Wanting to be seen as creative, motivated and unique, they love brands that embrace their own individuality and help them do the same. They expect brands to stand up for causes they care about and act as partners in driving social causes forward. Refusing to even let the COVID-19 pandemic hold them back, they plan to return to normal life within the year.

Read on to discover more about the US Marketing to Generation Z consumer market and Gen Z marketing statistics, read our US American Values Market Report 2021, or take a look at our other Leisure Time Market Research reports.

Quickly understand

  • The impact of COVID-19 on Gen Z and consumer behavior.
  • Recessionary impact on Gen Z consumers’ attitudes and employment.
  • Gen Zs’ relationship with social media and technology.
  • Attributes other than price that are important to Gen Z when purchasing products.

Covered in this report

Brands include: YouTube, TikTok, Instagram, Twitter, Facebook, LinkedIn, Goalsetter, Ben & Jerry’s, Nintendo, Spotify, Starface, Parade, Nuggs, Crocs, BuzzFeed, Bombas, The Little Market, Hourglass Cosmetics, Everlane.

Expert analysis from a specialist in the field

This report, written by Ariel Horton, a leading analyst in the Lifestyle & Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Refusing to fall in line with previous generations, Gen Z consumers are adamant about forging their own path. They want to be seen as change makers with unique and creative solutions, who aren’t afraid to take on the world’s biggest issues. However, behind the scenes, increased use of technology and the stress of adult issues result in this generation feeling alone in the world.

Ariel Horton

Lifestyle and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Percentage of Gen Z kids and adults, 2016, 2021, 2026
                • Impact of COVID-19 on Gen Z
                  • Determined to return to “normal”
                    • Figure 2: COVID-19 opinions, Gen Z adults indexed to all adults, April 2021
                  • Previous recession foreshadows a slow economic recovery for young adults
                    • Figure 3: Short-, medium- and long-term impact of COVID-19 on Generation Z, May 2021
                  • Opportunities and challenges
                    • Personal perceptions provide connection points for brands
                      • Figure 4: Adult Gen Z self-perceptions, Gen Z adults indexed to all adults, February 2021
                    • Parents are their most important friends
                      • Figure 5: Correspondence analysis – Symmetrical map – Relationship associations for Gen Z adults, February 2021
                    • Social media is necessary for communication
                      • Figure 6: Social media associations, February 2021
                    • Value of purchase lies in quality tangible items that give back
                      • Figure 7: TURF analysis – Purchasing value, February 2021
                  • The Market – Key Takeaways

                    • Gen Zs are multicultural, single and living at home
                      • Half are adults, half are tweens and teens
                        • They are determined to return to normal post-pandemic
                          • Talk the talk, and walk the walk
                          • Gen Z by the Numbers

                            • Gen Zs are in a formative period
                              • Figure 8: Share of population by generation, 2021
                            • Gen Z is the most racially diverse generation to enter adulthood
                              • Figure 9: Distribution of generations, by race, 2021
                            • Single and living at home
                              • Figure 10: Marital status, by age, 2020
                              • Figure 11: Living arrangements of adults 18 to 24 years old, 2020
                            • Gen Zs have low annual income
                              • Figure 12: Median household income, by age of householder, 2019
                              • Figure 13: Household income distribution, by age of householder, 2019
                          • Gen Z Segments

                            • In 2021 Gen Z consumers are straddling adulthood
                              • Figure 14: Percentage of Gen Z kids and adults, 2016, 2021, 2026
                            • Gen Z teens
                              • Interruption in education
                                • Figure 15: Gen Z teen education opinions, February 2021
                              • Teens are optimistic about their future careers
                                • Figure 16: Gen Z teen career opinions, February 2021
                              • More aware of financial issues
                                • Figure 17: Gen Z teen attitudes toward finances, February 2021
                                • Figure 18: Debit card for kids, March 2021
                              • Gen Z adults
                                • Postsecondary education is being delayed and dropped
                                  • Figure 19: Attitudes toward education, by age, February 2021
                                • Career setbacks have already diminished optimism
                                  • Figure 20: Gen Z adult career opinions, Gen Z adults indexed to all adults, February 2021
                                • Interest in financial advice
                                  • Figure 21: Gen Z adult financial opinions, Gen Z adults indexed to all adults, February 2021
                              • Market Factors

                                • Impact of COVID-19 on Gen Z
                                  • Figure 22: Short-, medium- and long-term impact of COVID-19 on Generation Z, May 2021
                                • Immediate impacts (2020)
                                  • Short term (2021)
                                    • Figure 23: Changes in spending priorities, Gen Z adults indexed to all adults, April 2021
                                    • Figure 24: COVID-19 opinions, Gen Z adults indexed to all adults, April 2021
                                  • Recovery (2022-25)
                                    • Learnings from the last recession
                                      • Figure 25: Unemployment rate for population aged 16-24, July of each year not seasonally adjusted, 1970-2020
                                      • Figure 26: Distribution of full-time employed youth, ages 16-17, 2018
                                    • Pessimistic in politics, but not causes
                                      • Figure 27: Political views, Gen Z adults indexed to all adults, February 2020
                                    • Three in 10 Gen Z identify as LGBTQ+
                                      • Figure 28: LGBTQ+ age distribution, 2017
                                  • Market Opportunities

                                    • Understand Gen Z language
                                      • Gen Z emoji dictionary
                                        • Figure 29: Gen Z emoji dictionary, May 2021
                                      • It’s the lingo for me
                                        • Figure 30: Gen Z lingo dictionary, May 2021
                                      • Be bold and take a stance
                                        • Figure 31: Colin Kaepernick’s Change the Whirled, December 2020
                                      • Understand the privacy trade-off
                                        • Recognize users to gain a following
                                          • Figure 32: Gen Z adult social media usage, Gen Z adults indexed to all adults, February 2021
                                      • Companies and Brands – Key Takeaways

                                        • Offer simplicity and nostalgia
                                          • Help Gen Z achieve self-expression
                                          • Competitive Strategies

                                            • Mintel Global Trend Drivers
                                              • Mintel Trend Driver: Experiences
                                                • Figure 33: Mintel Trend Driver, Experiences
                                              • Animal Crossing provides escape through simplicity
                                                • Figure 34: Animal Crossing New Horizons Prom Night, April 2021
                                              • Spotify wrapped provides short-term nostalgia
                                                • Figure 35: Spotify 2020 Wrapped, December 2020
                                              • Mintel Trend Driver: Identity
                                                • Figure 36: Mintel Trend Driver, Identity
                                              • Skincare embraces the bold, messy and raw aesthetic
                                                • Figure 37: Positive pimple plant, March 2021
                                              • Parade connects with Gen Z individuality through inclusivity
                                                • Figure 38: Celebrate our birthday and you, October 2020
                                              • Express humor through self-deprecation
                                                • Figure 39: Just happy to be here, December 2020
                                              • Tap into self-expression
                                                • Figure 40: Expressing herself through two strap Crocs Classic Sandals, April 2021
                                            • The Consumer – Key Takeaways

                                              • Gen Zs are lonely
                                                • They take pride in being creative and unique
                                                  • Parents are their lifeline
                                                    • They need help with financial education and resources
                                                      • Social media is a must
                                                        • Brands are partners in impacting change
                                                        • Gen Z Self-perceptions

                                                          • Creative, unique and lonely
                                                            • Gen Z teen spotlight
                                                              • Figure 41: Adult Gen Z self-perceptions, Gen Z adults indexed to all adults, February 2021
                                                            • Black Gen Z consumers feel more unique and motivated
                                                              • Figure 42: Self-perceptions, by race, February 2021
                                                            • Frame ethics as innovation
                                                              • Figure 43: Self-perceptions – Ethical, by generation, February 2021
                                                          • Confidence in Adulting

                                                            • Young age results in less confidence in “adulting”
                                                              • Figure 44: Confidence in adulting – Confident, Gen Z adults indexed to all adults, February 2021
                                                            • There are opportunities to provide more learning resources
                                                              • Figure 45: Confidence in adulting – Not confident, February 2021
                                                            • Women need even more financial resources
                                                              • Figure 46: Confidence in adulting – Confident in finance, by gender, February 2021
                                                            • Cooking brands have opportunity to expand market with Gen Z men
                                                              • Figure 47: Confidence in adulting – Confidence in cooking own meals, by gender, February 2021
                                                          • Important Relationships

                                                            • Parents are Gen Zs’ most influential relationship
                                                              • Gen Z teen spotlight
                                                                • Figure 48: Correspondence analysis – Symmetrical map – Relationship associations for Gen Z adults, February 2021
                                                                • Figure 49: Relationship associations for Gen Z adults, February 2021
                                                              • They aren’t afraid to be different from their parents
                                                                • Views on marriage and romantic relationships
                                                                  • Figure 50: Dating and relationship preferences, Gen Z adults indexed to all adults, February 2021
                                                                • What they look for in relationships
                                                                  • Figure 51: Preferred traits in a partner, Gen Z adults indexed to all adults, October 2020
                                                                • Excited to meet new people
                                                                  • Figure 52: Post-COVID social goals, February 2021
                                                              • Relationship with Technology and Social Media

                                                                • Almost all young adults are on social media
                                                                  • Figure 53: Gen Z adult social media usage, February 2021
                                                                • Gen Z teen spotlight
                                                                  • Figure 54: Gen Z teen social media usage, February 2021
                                                                • Social media associations
                                                                  • Figure 55: Correspondence analysis – Symmetrical map – Social media associations, February 2021
                                                                • YouTube
                                                                  • Facebook
                                                                    • Instagram
                                                                      • TikTok
                                                                        • Twitter
                                                                          • Online content should feel authentic and real
                                                                            • Figure 56: Preferences – Online opinions, February 2021
                                                                          • Gen Z has a dynamic relationship with social media
                                                                            • Gen Z teen spotlight
                                                                              • Figure 57: Technology opinions, Gen Z adults indexed to all adults, February 2021
                                                                          • Increasing Brand Value

                                                                            • Attributes other than price that impact purchase
                                                                              • Figure 58: Purchasing value, Gen Z adults indexed to all adults, February 2021
                                                                            • How to reach the majority of Gen Z
                                                                              • Figure 59: TURF analysis – Purchasing value, February 2021
                                                                            • Lower incomes mean brands have more power to affect change
                                                                              • Figure 60: Preferences – Supporting causes, February 2021
                                                                              • Figure 61: Everlane commitment to eliminate virgin plastic, January 2021
                                                                            • Preference for more tangible items
                                                                              • Figure 62: Preferences – Experiences vs material things, February 2021
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Consumer survey data
                                                                                • Consumer qualitative research
                                                                                  • Direct marketing creative
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                        • Appendix – The Market

                                                                                            • Figure 63: Generations, by Hispanic origin, 2021
                                                                                            • Figure 64: Median household income indexed to total households, by race and Hispanic origin of householder, 2019
                                                                                        • Appendix – The Consumer

                                                                                            • Figure 65: Self-view, by Gen Z segments, February 2021
                                                                                            • Figure 66: Correspondence analysis – Symmetrical map – Relationship associations, February 2021
                                                                                            • Figure 67: Gen Z teen relationship associations, February 2021
                                                                                            • Figure 68: Correspondence analysis – Symmetrical map – Social media associations, February 2021
                                                                                            • Figure 69: Technology opinions, by Gen Z segments, February 2021

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