In terms of numbers, Gen Z is relatively small compared to the much talked about Millennial and Baby Boomer Generations, accounting for just 15% of the total population.

However, despite its smaller size, this cohort will become increasingly important for businesses and advertisers over the coming years, as the youngest become more independent teens while the oldest emerge into adulthood. And just as with the generations that preceded it, Gen Z’s attitudes and behaviours will inevitably have a huge impact on broader cultural trends. It will therefore be important for businesses and advertisers to understand how they differ from preceding generations if they are to successfully engage with them.

In particular, many Gen Zers say that they struggle to switch off from the online world. This will open up opportunities for brands to highlight non-tech-based activities that will help readdress the balance in their lives. Marketers can also better consider the types of role models they use to engage this cohort, using less traditional figures to help encourage this group to challenge themselves to move beyond the confines of traditional gender roles.

Please note that for this Report, Generation Z has been defined as those aged 7-19 years, although the consumer data is based on a sample of 12-19-year-olds, as this is currently considered to be the core group for marketers and brands.