• Collective Bias

Do You Know Gen Z?

Millennials have been the main focus for marketers in recent years as they were quickly becoming a powerful demographic, population, and economic group. Now Generation Z is contributing to the consumer market, ranging in age from seven to 20 years old. This is the first generation to have lived in a digital world since birth. They experienced the post-9/11 world and a major recession that has caused them to live more cautiously than their Millennial predecessors. Marketers must research and understand Gen Z as their buying power and influence continues to increase. Here are some stats to give a flavor of what Gen Z is really about:


  • Gen Z is the most ethnically diverse generation in US history (Forbes).

  • 25% of consumer spending is owned by Gen Z and that will grow to 40% within the next decade (Ryan Jenkins).

  • They have a combined buying power of $43 billion and have an additional $600 billion from family spending (Chamber of Commerce).

  • 57% would rather save their money than spend it. (Forbes).


  • In a top 10 list of influencers, Jennifer Lawrence was the only traditional movie star Gen Z listed. 63% of them say they prefer to see real people than celebs in ads (Forbes).

  • 67% are interested in narratives and content that have realistic endings and want to be engaged by real people (Deep Focus).

  • Gen Zers are most likely to turn to friends, family and Google for health info (Vision Critical).

  • 43% said their family influences their purchasing decisions the most followed by friends (35%), friends of friends (23%) and celebrities (10%) (Dan Schawbel).


  • 60% of Gen Zers say they like to share their knowledge with others online (Time).

  • 64% say they contribute to websites because they like learning new things (Time).

  • Over half of Gen Zers would rather buy clothes, books and electronics online (Dan Schawbel).

Compared to Millennials:

  • 60% of Gen Zers would rather have a cool product than a cool experience vs. 23% of Millennials (Vision Critical).

  • Gen Zers multitask across at least five screens a day and spend 41% of their time outside of school or work with computers or mobile devices compared to 22% of Millennials 10 years ago (Small Business Trends).

Marketing behaviors:

  • Only 45% of Gen Zers watch cable TV on a television (Vision Critical).

  • 69% of Gen Zers find advertisements are disruptive (Vision Critical).

  • 34% want brands to reach out to them on social media, 33% by email and 28% by online advertisements. (Vision Critical).

  • Gen Zers are more likely to visit YouTube than any other social site (85%) and would prefer their favorite brands communicate with them there than anywhere else (40%) (Deep Focus).