A Generation of
Shaped by constant information and global challenges, Gen Z blends realism with a fierce drive for change.
Core Values: Authenticity, Diversity & Social Impact
Gen Z's identity is defined by a deep desire for individuality, an expectation for inclusivity, and a strong sense of social responsibility.
Embracing Diversity
As the most diverse generation, nearly half of Gen Z in the U.S. identifies as a racial or ethnic minority, fostering an innate expectation for representation.
Driven by Social Consciousness
Nearly one-third of Gen Z is regularly involved in social justice work, actively mobilizing for causes they believe in.
Life Attitude: Prioritizing Well-being & Purpose
Shaped by a world of information and uncertainty, Gen Z takes a proactive approach to mental health, work, and personal fulfillment.
The Mental Health Imperative
46% of Gen Z feel stressed or anxious most of the time, yet 37% have sought professional therapy, destigmatizing mental health care.
Rethinking Work-Life Balance
of Gen Z say work is central to their identity, compared to 62% of Millennials, favoring purpose and personal time.
prefer flexible or hybrid work models, rejecting traditional "hustle culture."
Outlook for the Future: Redefining Success & Relationships
While facing economic pressures, Gen Z is determined to build a future on their own terms, prioritizing financial stability and authentic connections.
Top Societal Concerns
Their priorities are shaped by the social issues they've grown up with, including racial equity, climate change, and housing costs, driving their advocacy.
Path to Personal Milestones
Financial Stability First
View financial security as a prerequisite for major life steps like marriage and homeownership.
Egalitarian Partnerships
Seek equal relationships where responsibilities are shared based on strengths, not gender.
Desire for Tradition (on their terms)
73% still desire traditional milestones like marriage, but only when financially and emotionally ready.