May 16, 2019

They are also multiplying.

It’s impossible to know for sure what the defining characteristics of Generation Z will be, because some of its members are yet-to-be-born and the events that shape it are yet-to-happen. One this is for certain: they’re growing. Gen Z, which includes anyone under age 22, makes up 25% of the current U.S. population. By 2020, they will account for 40% of consumers in the country.

“The biggest misconception is that we already know everything about them,” says Viacom’s Christian Kurz, SVP of Global Consumer Insights (GCI). “We can’t. They are still being formed.”

To help audiences understand what defines demographic groups—including baby boomers, Gen Zers, Gen Xers, and millennials—the GCI team created a series of research-backed videos, titled “Generations.” These in-depth studies help our company and our partners to better understand how people see the world. Plus, they allow our brands and businesses to stay ahead of the trends to make sure the stories we tell are resonating with our audiences.

The next video covers Gen Z, who are growing up in an increasingly fragmented world and are more aware of the social impact they can make on society. They’ve been shaped by the elections of President Trump and Barack Obama and Brexit, along with issues like global warming and gun violence. As a result, Gen Z is a politically-driven and socially-minded generation. Some of the defining movements in their lives thus far are #MeToo, Black Lives Matter and the global refugee crisis. Due to a rise in immigration, they are the most diverse generation we’ve ever had.

“That tendency to a more diverse environment is happening across the world as well and that is part of what makes Gen Z an open and curious group of people,” Kurz says.

Find out what else defines Gen Z in the video below:


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