DATA
By Date
Gen Z Tech and Social Media
WINTER / SPRING 2015
Digital media and devices are fully integrated into Zs’ lives. From a
young age they are active on social media, using mobile messaging regularly, and even
shopping online.
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Gen Z Brands and Marketing
WINTER / SPRING 2015
Gen Z has high expectations for brands. They pay attention to
marketing, like to communicate with the brands they love, and look for
brands that reflect their values.
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Gen Z Money and Spending
WINTER / SPRING 2015
Zs may not have much money themselves yet, but they wield considerable influence over household purchases. They are thoughtful about spending and saving.
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Gen Z Entertainment
WINTER / SPRING 2015
Gen Z is redefining the entertainment category as their preferences tend toward YouTube and its stars, open world video games, and realistic TV shows and movies.
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Gen Z Parent Perspective
WINTER / SPRING 2015
Parents of Zs prioritize their roles as caregivers and value family time and experiences. They’re also adapting to modern parenting challenges.
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Transgender Activists
WINTER / SPRING 2015
Highly open-minded and inclusive, Zs are leading efforts for transgender equality and acceptance.
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Fempowerment
WINTER / SPRING 2015
Today’s teens consider gender equality a given; they’re proudly calling themselves feminists, and boys are getting behind the movement, too.
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(A)social Skills
WINTER / SPRING 2015
Zs are using technology to filter relationships and control communication based on their level of closeness with recipients.
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The Real Story
WINTER / SPRING 2015
Born pragmatists, Zs are gravitating to true and realistic stories that showcase “average” people doing extraordinary things.
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Food Fixation
WINTER / SPRING 2015
Zs are the most food-focused cohort in history, a trait that’s helping shape their identities, but also hurting them in the physical sense.
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Life Skills
WINTER / SPRING 2015
With schools focusing on book learning, Zs are acquiring new life skills, such as coding, sewing, and tinkering, outside the classroom.
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Feedback Loop
WINTER / SPRING 2015
Zs value getting critical, honest feedback in order to continually improve, and they also feel an obligation to share their opinions with other people and brands.
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The Fail
WINTER / SPRING 2015
Failure takes on new meaning in Zs’ eyes; they see it not as a negative but rather as an opportunity, a chance to reset and try again.
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ProPlay
WINTER / SPRING 2015
Young people are taking a professional approach to their play and free time activities, which are informing their future career aspirations.
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Generational Comparison Chart
WINTER / SPRING 2015
A look at how Gen Z, Gen Y, Gen X, and Boomers compare in terms of attitudes and mindset.
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