We hope you’ve found this first look at Generation Z useful. We’ve enjoyed pulling it together, as it’s helped us make sense of the apparently contradictory and clichéd claims we see too often.
Once again we’re struck by how distinctive but varied this cohort is. However, so often, they are not presented in this way. We believe generational perspectives still provide great value, alongside more in-depth reviews that focus more on behaviours and life stages. The increasingly stretched and diverse situations within cohorts mean these are ever more important.
Do let us know if you have data or reflections to add to our growing understanding of Generation Z, or just get in touch to discuss the themes.
Chief Executive, Ipsos MORI