The Brief: Generation Z, or "Gen Z", is the generation following millennials, born between 1996 and 2012.


Synonyms: Post-Millennials, Homelanders, Zoomers, iGeneration, The Founders, Deltas, Neo-Digital Natives

According to Forbes (2016), Generation Z, or “Gen Z”, has been defined as people born from the mid-1990s to the early 2000s. Today, Gen Z makes up 25% of the U.S. population, making them a larger cohort than the Baby Boomers or Millennials.

Unlike optimistic Millennials, Gen Zers are known for being more realistic, and tend to be “future focused”. So while Millennials complain about their problems, Gen Zers go hard to find solutions.

Gen Zers are known to be woke, politically-minded, ambitious AF, and clearly, way too cool for Facebook.

While they have been widely criticized by Baby Boomers for their outspokenness and addiction to all the technology, many Gen Zers consider themselves revolutionaries, prepared to tackle social issues themselves rather than waiting for their “elders” to do so.

As of 2019, Generation Z is on track to be the most diverse and highly educated generation yet. Though they may not be the first generation to be driven by money, Gen Z is unique in that they “want to work on their own and be judged on their own merits rather than those of their team.” (Forbes)