At the MRS Kids and Youth Research conference (London, January 2018), one speaker highlighted the distribution of generations. The room was roughly split between Generation X and Y – no surprises there – but one woman remained standing at the end. At a conference dedicated to research around Generation Z, there was just one member of the youngest generation present. Here’s what we learned about her cohort.

She came of age at a time of political and financial uncertainty, if not turmoil. As WARC’s own guide to marketing effectively to centennials (another term for Gen Z) explains, “Unlike their predecessors, centennials have a less idealistic and more pragmatic outlook”. Millennials (Gen Y) were the example of what not to do: profligate spenders in their teens, and workshy moaners in their early adulthood; Gen Z has no such trajectory. Born in the late 1990s onwards, her generation has grown up in a time of extreme technological acceleration. By the time this cohort became cognisant, they were living in an age of high-speed telecommunications, of many screens, all connected to the internet. The result is a generation natively accustomed to social – not just digital – platforms.