Generation Z refers to those born between 1997-2012. They are characterized as being money-driven and ambitious. They enjoy traveling and gaming, but also experience higher rates of anxiety compared to other generations. While seen as setting boundaries in their work and personal lives, they are also nostalgic, using social media for inspiration and to reconnect with the past. This document outlines the key traits and behaviors of Generation Z.

1. GENERATION Z
(Born in 1997 – 2012)

2. What is generation Z ?
• Generation Z, also called Gen
Z, zoomers, iGeneration, cente
nnials, post-millennials,
or Homelanders, term used to
describe Americans born during
the late 1990s and early 2000s.
Some sources give the specific
year range of 1997–2012,
although the years spanned are
sometimes contested or debated
because generations and
their zeitgeists are difficult
to delineate.

4. Characteristics of Generation Z
1. They’re money-driven and ambitious
2. They love to travel
3. They’re prone to anxiety
4. They’re known to set boundaries
5. They’re avid gamers
6. They’re nostalgic
7. They use social media in a unique way
1. They’re money-driven and ambitious
Gen Z are 29% more likely than other generations
to say they’re money driven and ambitious.
2. They love to travel
Bar millennials, Gen Z are more likely than older
generations to say they’ve purchased a domestic
vacation or vacation abroad in the last 6 months.

5. 3. They’re prone to anxiety
Of all generations, Gen Z are most likely to report having a mental health issue,
and 3 in 10 say they’re prone to anxiety. This is higher than all other
generations, and sadly, it’s on the rise.
4. They’re known to set boundaries
Gen Z are rewriting the rulebook when it comes to the world of work, rejecting
“hustle culture” and working overtime in favor of a more balanced approach.
Some may call them lazy or work shy, but in reality, Gen Z are just really good
at setting boundaries. Like really good.
5. They’re avid gamers
Almost 9 in 10 Gen Z game on any device. It’s a hugely popular pastime for
this group, particularly gaming on smartphones.

6. 6. They’re nostalgic
Gen Z are 19% more likely than other generations to
say they prefer to think about the past rather than the
future. Their fondness for the past is most prevalent in
their music and fashion preferences, with 90s music
their second-favorite genre (among Gen Zs).
Meanwhile, claw clips and noughties-style low rise
jeans are making a comeback.
7. They use social media in a unique
way
we already know social media plays a key role in their
vacation inspiration, but how else does this group use
it? Well, for even more inspiration, on pretty much
everything. They’re 11% more likely to use social
media for this reason than everyone else.

7. Conclusion
There’s more to Gen Z than stereotypes may suggest.
They’re carving their own path in a very uncertain
world, juggling their desire to seek adventure wherever
they can with their need for stability by saving for a
rainy day.
While they may be young, they’re due to overtake
millennials as the largest generation, so if brands want
to stay relevant, they really ought to pay attention to
today’s “it consumer”.