Gen X is often branded as being cynical, yet they have the highest rate of loyalty of any of the generations discussed here. They're less interested in trying new brands than other generations and instead prefer to stick with those they already know and trust.
And among those with a favorite brand, more than 50 percent of Gen Zers would switch it up if another brand were cheaper or of higher quality. In other words: Gen Z can't be tied down. In a booming market, brand loyalty is important.
Gen Z is known for being resourceful, independent learners who value diversity and inclusive culture and place a priority on well-being and mental health in the workplace. They are fiscally conservative with a keen focus on investing and income. Gen Z values justice and equity.
A CM Group consumer research effort that polled 1,000 consumers found Gen Z consumers are better educated, more practical, more ambitious and more skeptical than Millennials.
Because this generation has one more thing in common, beyond their bubblegum pink social media addiction: Millennials are also the most loyal generation to their favorite brands, with just over 50% saying they are extremely or quite loyal to their favorite brands.
Generation Z (Gen Z) is currently between 10 and 25 years old, born between 1997 and 2012, and research suggests that they are the most anxious generation to date.
The Greatest Generation commonly refers to those Americans who were born in the 1900s through the 1920s. The Greatest Generation members all lived through the Great Depression and many of them fought in World War II. These individuals have often been described as driven, patriotic, and team-players.
The study found that about half (49%) of millennials surveyed want to work fully remote, whereas only 27% of Generation Z (Gen Zers) feel the same way; they're much more likely than average “to be seeking in-person” work opportunities.
According to our research, millennials are the most educated generation in American history. Approximately 38 percent of millennials have a bachelor's degree or higher, compared with 32 percent of Generation X and 15 percent of baby boomers when they were the same age.
We're talking about Generation Alpha, the children of Generation Y, and often the younger siblings of Generation Z. More than 2.5 million are born globally every week. When they have all been born (2025) they will number almost 2 billion- the largest generation in the history of the world.
In the short term, Gen Z's stress is leading to ambivalence and withdrawal in their professional lives. According to 2022 data from Gallup, they are the most disengaged group at work. They also report more overall stress and work-related burnout than other cohorts.
Gen Z parents see many advantages to being a younger parent—all revolving around the ability to be a better parent to their child. They are less concerned with how it may impact the plans they have for their own lives. It's not about the personal benefits for themselves.
Gen Z is also the smartest and best educated generation. Having an unlimited wealth of information at our disposal has not gone to waste. In America, 57 percent of Gen Z is reported to have enrolled in a two-year or four-year college, compared to 52 percent of Millenials and 43 percent of Gen X.
Aligned with the job satisfaction insights, Gen Zs also proved to be the generation most likely to quit their job if they are unhappy with their workplace, the report found.
Gen Z and millennials are also more likely to seek luxury items than previous generations. “Higher spending is kind of ingrained in the way that they think. They view higher cost items and luxury items as investment pieces,” says Phillips.
Gen Zers generally have strong values related to racial justice and sustainability. Mobilizations like the Global Climate March, led by Gen Z activist Greta Thunberg, thrive on the activism of young people. Climate change is one of the issues Gen Zers care about most.
Gen Z (42%) is about twice as likely as Americans over 25 (23%) to battle depression and feelings of hopelessness.
Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are children of Generation X or younger Baby Boomers. The older members may be the parents of the younger members of Generation Alpha.
Known for being creative, inclusive and tech-savvy, this generation likes a hands-on approach to learning and places a high importance on education. According to the Pew Research Center, Gen Z is the least likely to drop out of high school and the most likely to go to college, compared with older generations.
Generation Z considers itself more accepting and open-minded than any generation before it. Almost half of Gen Zs are minorities, compared to 22% of Baby Boomers, and the majority of Gen Z supports social movements such as Black Lives Matter, transgender rights, and climate change.
A recent Voxburner survey revealed Gen Z's favourite influencers, which included: Molly-Mae Hague, Emma Chamberlain, Bretman Rock, KSI and Anastasia Kingsnorth. So, naturally, we've decided to take a look at them and their work.
One in four Gen Z respondents reported feeling more emotionally distressed (25 percent), almost double the levels reported by millennial and Gen X respondents (13 percent each), and more than triple the levels reported by baby boomer respondents (8 percent).
The Greatest generation, those born 1901 to 1927, are known to have been born and come of age in the “American Century” of economic growth, technological progress, and mostly military triumph. The Silent generation describes adults born from 1928 through 1945.
In general, they have detached themselves from time-honored institutions like political parties and religion while becoming more educated, more diverse, and more equal along gender lines.
Gen X is sometimes called the “Forgotten Generation.” They are the smallest generation by population, with about 65 million people.