Gen Z, also known as zoomers or centennials, are the demographic cohort following millennials. There is no consensus on the exact birth years that define Gen Z, but most sources use starting birth years ranging from 1995 to 2000 and ending birth years ranging from 2010 to 2012. This places the age of Gen Z individuals between 10 and 25 years old as of 2023. Understanding the mentality and attitudes of Gen Z is important for connecting with this generation as they come of age and enter the workforce.
When was Gen Z born?
There is some debate around the exact birth year range that defines Gen Z. Most sources agree that Gen Z starts with those born in the mid-1990s to early 2000s. Some key defining birth years for Gen Z include:
- 1995 – The starting birth year for Gen Z according to the Pew Research Center, U.S. Census Bureau, and many researchers.
- 1997 – Starting Gen Z birth year used by McCrindle Research.
- 2000 – Common starting birth year used by many researchers.
The end of the Gen Z range is typically defined as those born between 2010 and 2012. Taken together, the most commonly cited birth year range for Gen Z is the late 1990s to early 2010s.
What are the core values and attitudes of Gen Z?
Gen Z has been shaped by growing up in a highly technological, connected world. Some key traits that define the Gen Z mentality and worldview include:
- Tech-savvy – Technology has been ubiquitous throughout Gen Z’s entire lives. They are true “digital natives” who are highly adept at using technology.
- Diverse – Gen Z is the most racially and ethnically diverse generation. They value inclusion and acceptance.
- Practical – Having grown up during uncertain economic times, Gen Z tends to be pragmatic and financially cautious.
- Entrepreneurial – Many Gen Zers are self-starters interested in starting their own businesses and side-hustles.
- Socially-conscious – Gen Z cares about social, economic, and environmental issues. They support companies with ethical values.
- Anxious – Higher rates of anxiety, depression, and mental health issues exist among Gen Z compared to previous generations.
Overall, Gen Z is liberal, tolerant, diverse, entrepreneurial and concerned about the future world they are inheriting.
What are Gen Z’s political views?
Gen Z skews decidedly left on the political spectrum with progressive social views and attitudes toward activism and change. Some key political views and behaviors of Gen Z include:
- Politically liberal – Gen Z has more positive views of the term “socialism” compared to older generations.
- Support LGBTQ+ rights – Gen Z widely supports equal rights for LGBTQ+ individuals.
- Support racial justice – Gen Z is passionate about racial justice and the Black Lives Matter movement.
- Believe in climate change – Gen Z considers climate change a top concern and priority to address.
- Engage in activism – From March for Our Lives to climate strikes, Gen Z mobilizes for causes online and in-person.
- Critique failed systems – Many Gen Zers distrust existing societal systems they view as broken or in need of reform.
Overall, Gen Z leans decisively progressive in their political and social alignment. They support change over maintaining the status quo.
What motivates Gen Z?
Some key motivators and desires that drive Gen Z attitudes and behaviors include:
- Authenticity – Gen Z values authenticity and transparency. They dislike phoniness or people pretending to be something they’re not.
- Individuality – Standing out matters. Gen Z wants to emphasize their uniqueness and individual strengths.
- Security – Financial, environmental, and national security are concerns. Gen Z craves stability.
- Work-life balance – Having space for passions outside of work is important to Gen Z’s holistic sense of identity.
- Entrepreneurship – Gen Z likes the idea of charting their own path through starting businesses or side hustles.
- Experiences – Real-world experiences matter. Gen Z is drawn more to travels, events, and activities than material things.
Overall, Gen Z seeks purpose, stability, experiences, and the ability to express their individuality in work and life.
How does Gen Z behave as consumers?
As consumers, Gen Z exhibits preferences and behaviors shaped by growing up in a connected, mobile-first world. Here are some key characteristics of Gen Z as consumers:
- Prefer mobile – Smartphones are Gen Z’s device of choice for nearly everything from communication to shopping.
- Shop online – Gen Z does the majority of shopping and research for purchases on the internet.
- Value convenience – Fast, frictionless experiences are expected when Gen Z shops or engages with brands.
- Respond to influencers – The recommendations and endorsements of influencers on social media heavily influence Gen Z’s consumer choices.
- Seeking deals – Cost-consciousness means Gen Z looks for affordable prices, discounts and sales when shopping.
- Support sustainability – Gen Z prefers buying from ethical, eco-friendly brands that align with their values.
To engage Gen Z as consumers, brands need to provide mobile-optimized, convenient shopping with an authentic identity and influencer partnerships.
What is Gen Z’s relationship with technology?
As true digital natives, Gen Z relies on technology to mediate nearly all aspects of their lives. Here are some defining traits of Gen Z’s relationship with technology:
- Mobile first – Smartphones are Gen Z’s primary device. They use mobiles for communication, entertainment, shopping, news, and more.
- Always online – Gen Z is used to being perpetually connected through mobile devices and wifi. Being disconnected is uncomfortable.
- Social media natives – Gen Z relies on social networks like Instagram, Snapchat, and TikTok to build identity, relationships, and influence.
- Multitaskers – Gen Z habitually uses multiple screens and tabs at once. Their attention is fragmented.
- Content creators – Gen Z creates large amounts of original content in the form of social posts, memes, videos, and more.
- FOMO concerns – The fear of missing out leads Gen Z to constantly monitor feeds and notifications across apps and devices.
Overall, Gen Z’s entire worldview and experience is mediated through the lens of hyper-connected technology usage in nearly all aspects of life.
How does Gen Z behave at work?
As Gen Z joins the workforce, their attitudes and expectations are shaping how they behave as employees. Here are some defining traits of Gen Z in the workplace:
- Seeking meaning – Gen Z wants meaningful work that reflects their values and purpose.
- Entrepreneurial – Side-hustles and entrepreneurship appeal as alternatives to traditional corporate jobs.
- Tech-empowered – Expect seamless digital systems and mobile-based processes at work.
- Feedback focused – Regular feedback, recognition, and mentoring is important for optimal Gen Z job performance.
- Anxious – Workplace stress and anxiety are challenges employers must creatively address.
- Diversity conscious – Inclusion and equitable treatment for all matter deeply to Gen Z workers.
Smart employers will adapt work experiences to maximize Gen Z engagement by tapping into their passions, purpose, diversity, andtech-savviness.
What education approaches optimize Gen Z learning?
As students, Gen Z exhibits distinct learning preferences shaped by their lifelong immersion in technology and digital media. Here are some key traits of Gen Z as learners:
- Tech immersion – Classrooms need robust technology integration with multimedia tools for content delivery.
- Hands-on learning – Interactive simulations, games, and project-based learning appeals to Gen Z.
- Personalized – Customized educational experiences tailored to individual skills, needs and interests are most effective.
- Unstructured – Gen Z’s fractured attention can make following linear, highly structured lessons challenging.
- Mobile oriented – Educational content must be designed and formatted to be accessed and engaged with via mobile devices.
- Feedback needed – Consistent assessments and feedback guides optimal Gen Z learning.
Educators can best reach Gen Z by embracing collaborative, personalized, technology-rich educational models.
Conclusion
In summary, Gen Z is characterized by:
- Being highly tech-savvy, mobile-first digital natives
- Valuing individuality, entrepreneurship, experiences, and work-life balance
- Having liberal, progressive views and being passionate about activism
- Functioning best with frequent feedback and mentoring
- Being anxious, stressed, and concerned about security and the future
Understanding the perspectives that shape the Gen Z mentality enables deeper connections. While generational divides have always existed, recognizing Gen Z’s unique attributes, motivations, and behaviors allows parents, educators, employers and marketers to engage this emerging generation in more meaningful ways.