Figuring out Generation Z

This short article compiles useful statistics and insights about Generation Z, those born after 1995, who will represent 40% of the consumer market by 2020.

Figuring out Generation Z

Andrew Eitelbach

Now comprising a full quarter of the U.S. population, Generation Z (which consists of those born after 1995) is just beginning to come of age. The group has been molded by the Great Recession and the tumultuous world events of the past two decades to be pragmatic and real, a stark contrast to their optimistic and idealistic predecessors, the Millennials. And while Millennials are taking over the workforce and should eclipse Baby Boomers as the largest living generation by the end of this year, Gen Zers are hot on their heels. By 2020, estimates...

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