What you need to know
Aged 11-23 in 2018, the iGeneration is the generational group that follows Millennials. Also referred to as Gen Z, to Millennials’ Gen Y, the iGeneration is starting to take Millennials’ place in the desirable 18-34 demographic, and marketers are investing in building relationships with this group. In some senses, iGens mirror Millennials, taking their time growing up and forging close relationships with their parents. But iGens are also a bit more skeptical of the world around them, as much of what they experience comes through the filtered lens of social media. As iGens mature, they are using their digital prowess not only to learn about the world but also change the things about it they may not like.
Definition
For the purposes of this Report, Mintel has split iGens into two groups:
-
Tween/teen iGens: aged 10-17
-
Adult iGens: aged 18-22
Note: While in 2018 iGens are aged 11-23, consumer research for this study was conducted in 2017 and thus age ranges shown are 10-22.
This Report builds on Mintel’s Marketing to the iGeneration – US, May 2017 as well as the 2016 Report of the same title. Readers may also be interested in Marketing to Tweens and Teens – US, March 2018; Activities of Kids and Teens – US, March 2018; and the forthcoming Marketing to Millennials – US, June 2018.
