Who is Gen Z?
The term 'generation’ refers to a cohort of people born within a specific range of years and who share similar cultural experiences or characteristics. Members of a generation are characterized by shared experiences that help shape their perspectives, attitudes, and behaviors. This definition has two key parts: 1) a range of years and 2) similar cultural experiences or characteristics.
Let’s first look at the importance of the latter. People of the same age group growing up in different countries and cultures will have vastly different experiences. Children in post-World War II Europe, for example, would grow up in either a free democratic society or under a communist dictatorship, depending on where they were born. For instance, if their parents lived in Berlin, Germany, these children may have lived a few hundred feet apart, yet their experiences would have been entirely different. Children in West Berlin learned English at school, watched American TV series and movies (usually dubbed in German), and listened to British and American music. Their peers in East Berlin had to learn Russian and didn’t have legal access to Western TV, movies, or music.
Despite the globalization of culture over the last century - accelerated first by radio, TV, and movies, and over the last 25 years by the digital revolution - people living in different countries and cultures (and sometimes within the same country) have different experiences and identities. Therefore, when talking about Gen Z or millennials in general, we must always keep in mind about which segment of that generation we’re speaking. American Gen Zers may follow the same K-pop stars as Korean Gen Zers, but their overall cultural experiences and characteristics will differ.
Here’s a look at the sequence of generations generally agreed upon in the U.S., starting at the beginning of the twentieth century. In 2022, one in five people living in the U.S. was part of Generation Z. The three previous generations - baby boomers, Generation X, and millennials – each comprised one-fifth of the population.
Technological proficiency is a defining characteristic of Generation Z. They've been surrounded by technology from a young age, shaping their interactions, learning, and worldviews. Their aptitude for navigating the digital world creates vast opportunities as they can access information instantaneously, connect with people globally, and express themselves across various platforms. As digital natives, Gen Zers use technology not just as a tool but as an integral part of daily life. This familiarity with digital technology extends to their academic and professional pursuits, too, with many demonstrating a preference for online learning and digital workspaces. While baby boomers, Gen Xers, and millennials seem to be frightened by the possibilities artificial intelligence (AI) offers and worry about the potential downsides of this technology, Gen Zers generally dived in headfirst and embraced the possibilities and opportunities.
Generation Z's relationship with technology has also shaped their social consciousness and interactions. Through social media and the internet, they have become aware of global issues from an early age. This exposure has fostered a strong sense of social justice among many Gen Z individuals, who often demonstrate concern for issues such as climate change, social equality, gender identity, and economic disparity. There is a palpable desire among this generation to drive change and make a positive impact on the world. Diversity, equity, and inclusion are concepts they understand and embrace. Concerns ranging from climate change to racial justice often resonate deeply with them. Their activism and inclusivity extend to their consumer behavior as well, with many preferring to engage with brands that reflect their values and demonstrate social responsibility.
Another distinctive characteristic, especially in the U.S., is Gen Z’s diversity. Generation Z is the most racially and ethnically diverse generation yet. In 2019, the percentage of American Gen Zers identifying as non-Hispanic white was just slightly above 50%. In comparison, the figure was 60% for millennials in 2003, 70% for Gen Xers in 1987, and 80% for baby boomers in 1969 (the year of the first moon landing). One-quarter of Gen Z identifies as Hispanic (25%) and one in seven as black (14%). In 1969, only 4% were Hispanic, but the proportion identifying as black was almost on the same level as it is now (13%). The percentage of people identifying as Asian or some other race/ethnicity was about 2% in 1969 but has since increased to 11% (6% Asian, 5% other). In some regions of the U.S., non-Hispanic whites are no longer in the majority. On the West Coast, for instance, non-Hispanic whites and Hispanics both have a share of 40% of the population.
Despite illegal immigration dominating the headlines in recent years, immigration numbers have slightly decreased. Whereas 7% of millennials were born in a country other than the U.S., that share has dropped to 6% for Generation Z. However, Gen Zers are more likely to come from an immigrant family. One in five Gen Z individuals (22%) has at least one immigrant parent; that fraction was 14% for millennials.
Gen Z individuals are also known to be independent and self-motivated. Many show a propensity for entrepreneurship and a preference for personalized learning and work environments. However, this self-directed spirit has the potential to clash with traditional educational and professional models. Additionally, they are often seen as pragmatic and realistic, especially concerning financial matters. Having observed the effects of the Great Recession, often on their own families, many prioritize financial stability, exhibiting more conservative spending habits and a stronger inclination to save.
On the downside, Generation Z is supposed to have a short attention span. It has been opined that Gen Z individuals struggle with tasks requiring sustained focus because they are accustomed to the instantaneity of digital media. Another concern is Gen Z's reliance on digital communication. While digital connectivity allows for instant, global communication, there are concerns that it may be at the expense of face-to-face interaction. The potential impact on interpersonal skills, emotional intelligence, and the ability to form and maintain offline relationships is a topic of ongoing debate. Nonetheless, there is no proof yet that any of that is actually happening and not just another gripe of older generations. Maybe Gen Z is simply more vocal in voicing their displeasure with tedious meetings or teaching sessions than previous generations. In my interactions as a university lecturer, I can’t say that Gen Z students are less patient or less able to focus than millennial students a decade ago. The same can probably be said about accusations of entitlement, particularly in the workplace. Nearly all previous generations have been accused of having unrealistic expectations for rapid advancement and a lack of willingness to ‘pay their dues’.
Just like prior generations, Generation Z faces unique challenges. Millennials were shaped by the 9/11 attacks and the fallout from the Great Recession. Gen Z, on the other hand, was on track to profit from a strong economy with record-low unemployment until it all came crashing down when the COVID-19 pandemic began in early 2020. Within a short period of time, the actions of local, state, and federal governments and agencies completely reshaped the social, political, and economic landscape in the U.S. and almost everywhere else. Even though research, including my own published articles, indicates that most Gen Zers have recovered well physically and mentally, it cannot be predicted what portion will be affected by mental health issues ten or twenty years from now.
What is certain, nonetheless, is that Gen Z is on course to be the best-educated generation yet. In 2018, 57% of 18- to 21-year-old Gen Z individuals were enrolled in a two-year or four-year college, compared with 52% of millennials in 2003 and 43% of Gen Xers in 1987. This increase seems mainly due to their parents appreciating the value of education despite the rising costs of obtaining degrees. Almost half of Gen Z have at least one parent with a bachelor's degree, up from one-third for millennials and one-quarter for Generation X.
Let’s first look at the importance of the latter. People of the same age group growing up in different countries and cultures will have vastly different experiences. Children in post-World War II Europe, for example, would grow up in either a free democratic society or under a communist dictatorship, depending on where they were born. For instance, if their parents lived in Berlin, Germany, these children may have lived a few hundred feet apart, yet their experiences would have been entirely different. Children in West Berlin learned English at school, watched American TV series and movies (usually dubbed in German), and listened to British and American music. Their peers in East Berlin had to learn Russian and didn’t have legal access to Western TV, movies, or music.
Despite the globalization of culture over the last century - accelerated first by radio, TV, and movies, and over the last 25 years by the digital revolution - people living in different countries and cultures (and sometimes within the same country) have different experiences and identities. Therefore, when talking about Gen Z or millennials in general, we must always keep in mind about which segment of that generation we’re speaking. American Gen Zers may follow the same K-pop stars as Korean Gen Zers, but their overall cultural experiences and characteristics will differ.
Here’s a look at the sequence of generations generally agreed upon in the U.S., starting at the beginning of the twentieth century. In 2022, one in five people living in the U.S. was part of Generation Z. The three previous generations - baby boomers, Generation X, and millennials – each comprised one-fifth of the population.
- The Greatest Generation (1901-1927): Coined by the journalist Tom Brokaw, this generation lived through the Great Depression as children or young adults. Many fought or were otherwise involved in World War II, giving rise to the alternative term, the ‘G.I. generation’. They are known for their collective sacrifice, resilience, humility, and hard work.
- The Silent Generation (1928-1945): Born during the Great Depression and World War II, members of this generation came of age during times of economic hardship and global conflict. They are often characterized as conventional, conformist, civic-minded, and career-focused. They earned their moniker 'silent' due to their inclination toward caution, conformity, and avoiding disruptive actions. This has often been attributed to their upbringing during times of economic depression and war, as well as the influence of overprotective parents.
- Baby Boomers (1946-1964): This generation got its name from the significant increase in birth rates following World War II, known as the ‘baby boom’. Baby boomers (or boomers for short) are often associated with privilege, as many grew up during a time of widespread government subsidies in housing and education. They are also known for their work-centric, competitive, and goal-oriented behavior. However, they, as well as the Silent Generation, were also shaped by the Korean and Vietnam Wars and the so-called Cold War between the Western Bloc (U.S. and its allies) and the Eastern Bloc (USSR and its allies).
- Generation X (1965-1980): Sometimes also called the ‘MTV generation’, Gen Xers are often characterized as savvy, skeptical ‘latchkey kids’ who value work-life balance and self-reliance. Those who were born in the later years of the age range were the first generation to grow up with widespread access to computers and are often seen as bridging the gap between the boomers and millennials.
- Millennials or Generation Y (1981-1996): Coming of age during the start of the Internet Age, millennials are uniquely familiar and comfortable with technology, earning them the moniker ‘digital pioneers’ or ‘digital adaptives’. They are often characterized as confident, ambitious, and achievement-oriented but also as tolerant and somewhat narcissistic. They’re known for their desire to have a flexible work schedule, their support for diversity and equal rights, and their comfort with globalism and social media.
- Generation Z (1997-2012): The first generation to grow up with the internet, social media, and smartphones (the first iPhone was released in June 2007), Gen Zers have been labeled ‘digital natives’. They are generally seen as comfortable with technology, socially conscious, and diverse. They value individual expression and avoid labels.
Technological proficiency is a defining characteristic of Generation Z. They've been surrounded by technology from a young age, shaping their interactions, learning, and worldviews. Their aptitude for navigating the digital world creates vast opportunities as they can access information instantaneously, connect with people globally, and express themselves across various platforms. As digital natives, Gen Zers use technology not just as a tool but as an integral part of daily life. This familiarity with digital technology extends to their academic and professional pursuits, too, with many demonstrating a preference for online learning and digital workspaces. While baby boomers, Gen Xers, and millennials seem to be frightened by the possibilities artificial intelligence (AI) offers and worry about the potential downsides of this technology, Gen Zers generally dived in headfirst and embraced the possibilities and opportunities.
Generation Z's relationship with technology has also shaped their social consciousness and interactions. Through social media and the internet, they have become aware of global issues from an early age. This exposure has fostered a strong sense of social justice among many Gen Z individuals, who often demonstrate concern for issues such as climate change, social equality, gender identity, and economic disparity. There is a palpable desire among this generation to drive change and make a positive impact on the world. Diversity, equity, and inclusion are concepts they understand and embrace. Concerns ranging from climate change to racial justice often resonate deeply with them. Their activism and inclusivity extend to their consumer behavior as well, with many preferring to engage with brands that reflect their values and demonstrate social responsibility.
Another distinctive characteristic, especially in the U.S., is Gen Z’s diversity. Generation Z is the most racially and ethnically diverse generation yet. In 2019, the percentage of American Gen Zers identifying as non-Hispanic white was just slightly above 50%. In comparison, the figure was 60% for millennials in 2003, 70% for Gen Xers in 1987, and 80% for baby boomers in 1969 (the year of the first moon landing). One-quarter of Gen Z identifies as Hispanic (25%) and one in seven as black (14%). In 1969, only 4% were Hispanic, but the proportion identifying as black was almost on the same level as it is now (13%). The percentage of people identifying as Asian or some other race/ethnicity was about 2% in 1969 but has since increased to 11% (6% Asian, 5% other). In some regions of the U.S., non-Hispanic whites are no longer in the majority. On the West Coast, for instance, non-Hispanic whites and Hispanics both have a share of 40% of the population.
Despite illegal immigration dominating the headlines in recent years, immigration numbers have slightly decreased. Whereas 7% of millennials were born in a country other than the U.S., that share has dropped to 6% for Generation Z. However, Gen Zers are more likely to come from an immigrant family. One in five Gen Z individuals (22%) has at least one immigrant parent; that fraction was 14% for millennials.
Gen Z individuals are also known to be independent and self-motivated. Many show a propensity for entrepreneurship and a preference for personalized learning and work environments. However, this self-directed spirit has the potential to clash with traditional educational and professional models. Additionally, they are often seen as pragmatic and realistic, especially concerning financial matters. Having observed the effects of the Great Recession, often on their own families, many prioritize financial stability, exhibiting more conservative spending habits and a stronger inclination to save.
On the downside, Generation Z is supposed to have a short attention span. It has been opined that Gen Z individuals struggle with tasks requiring sustained focus because they are accustomed to the instantaneity of digital media. Another concern is Gen Z's reliance on digital communication. While digital connectivity allows for instant, global communication, there are concerns that it may be at the expense of face-to-face interaction. The potential impact on interpersonal skills, emotional intelligence, and the ability to form and maintain offline relationships is a topic of ongoing debate. Nonetheless, there is no proof yet that any of that is actually happening and not just another gripe of older generations. Maybe Gen Z is simply more vocal in voicing their displeasure with tedious meetings or teaching sessions than previous generations. In my interactions as a university lecturer, I can’t say that Gen Z students are less patient or less able to focus than millennial students a decade ago. The same can probably be said about accusations of entitlement, particularly in the workplace. Nearly all previous generations have been accused of having unrealistic expectations for rapid advancement and a lack of willingness to ‘pay their dues’.
Just like prior generations, Generation Z faces unique challenges. Millennials were shaped by the 9/11 attacks and the fallout from the Great Recession. Gen Z, on the other hand, was on track to profit from a strong economy with record-low unemployment until it all came crashing down when the COVID-19 pandemic began in early 2020. Within a short period of time, the actions of local, state, and federal governments and agencies completely reshaped the social, political, and economic landscape in the U.S. and almost everywhere else. Even though research, including my own published articles, indicates that most Gen Zers have recovered well physically and mentally, it cannot be predicted what portion will be affected by mental health issues ten or twenty years from now.
What is certain, nonetheless, is that Gen Z is on course to be the best-educated generation yet. In 2018, 57% of 18- to 21-year-old Gen Z individuals were enrolled in a two-year or four-year college, compared with 52% of millennials in 2003 and 43% of Gen Xers in 1987. This increase seems mainly due to their parents appreciating the value of education despite the rising costs of obtaining degrees. Almost half of Gen Z have at least one parent with a bachelor's degree, up from one-third for millennials and one-quarter for Generation X.
