Who is Generation Z?

Sam Peña-Taylor

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.
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...

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