research on generation z

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Generation Z – also known as Gen Z, iGen or postmillennial – are a highly collaborative cohort that cares deeply about others and have a pragmatic attitude about how to address a set of inherited issues like climate change, according to research by Roberta Katz, a senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences (CASBS) .

Roberta Katz (Image credit: Charles Katz)

Since 2017, Katz, along with her co-authors, Sarah Ogilvie, a linguist at the University of Oxford and formerly at Stanford; Jane Shaw, a historian who is the principal of Harris Manchester College at Oxford and was previously dean for Religious Life at Stanford; and Linda Woodhead, a sociologist at King’s College London, collaborated as part of a multi-year CASBS research project to better understand a generation who, born between the mid-1990s to around 2010, grew up with digital tools always at their fingertips.

Their findings are based on some 120 interviews gathered on three college campuses – Stanford University; Foothill College, a community college in Los Altos Hills, California; and Lancaster University, a research university in Lancaster, England. A set of focus groups and two surveys in the U.S. and the U.K. were administered to a representative sample of over 2,000 adults aged between 18 and 25 years old.

Contributing further to the scholar’s understanding of Gen Z was the creation of the “ iGen corpus ,” a 70 million item digital repository of spoken and written language of people aged 16 to 25 years that included transcripts from the researchers’ interviews and focus groups, as well as public data from the social media platforms Twitter, Reddit, Twitch, 4chan and YouTube, as well as memes and copypastas from Facebook and Instagram. Ogilvie, the principal investigator on the corpus research team, along with a team of Stanford student research assistants, applied machine learning algorithms to discover the many ways in which young people today express themselves.

Taken together, the scholars’ research offers a snapshot of who Gen Zers really are, what matters to them and why. Findings from Katz’s and her co-authors’ research are detailed in a new book, Gen Z, Explained: The Art of Living in a Digital Age (University of Chicago Press, 2021).

Here, Katz discusses some of what she and her colleagues learned from their extensive research into how Gen Zers, the most diverse generation yet , experience and understand the world.

Based on your research, can you briefly describe the typical Gen Zer?

In summary, a typical Gen Zer is a self-driver who deeply cares about others, strives for a diverse community, is highly collaborative and social, values flexibility, relevance, authenticity and non-hierarchical leadership, and, while dismayed about inherited issues like climate change, has a pragmatic attitude about the work that has to be done to address those issues.

How has growing up in an internet-connected society shaped how Gen Zers see and experience the world and everyday life?

Internet-related technologies have dramatically changed the speed, scale and scope of human communications, resulting in significant changes in how people work, play, shop, find friends and learn about other people. For Gen Zers living in the United States and Britain (the two places we studied), the “norm” they experienced as children was a world that operated at speed, scale and scope. They developed an early facility with powerful digital tools that allowed them to be self-reliant as well as collaborative. Similarly, because they could learn about people and cultures around the globe from an early age, they developed a greater appreciation for diversity and the importance of finding their own unique identities.

What do people most misunderstand or get wrong about Gen Zers?

For quite a while, people were critical of what they saw as a generation that was too coddled and “soft.” Gen Zers were called “snowflakes” and “unwilling to grow up.” But much of that negative judgment came from a misunderstanding of what it is like to grow up in today’s world when compared with how their elders grew up. As an example, Gen Zers have been criticized as lazy because they don’t have after-school or summer jobs. But many Gen Zers have been earning significant dollars online through a variety of activities, even including product placements on fashion-advice sites. Another example concerns drivers’ licenses: older people, for whom getting a driver’s license was a rite of passage toward adulthood, have criticized Gen Zers who do not rush to take their driver’s tests when they turn 16, but this criticism fails to consider that Gen Zers have no need to drive when they have ready access to ride services like Uber and Lyft.

Do you think Gen Zers get an undeserved bad rap?

Yes, but that is changing. Of late, many people are beginning to appreciate the strength and pragmatism of Gen Zers.

What were you most surprised to learn about Gen Zers?

Our biggest surprise came in response to this interview question: “What type of communication do you like best?” We expected the interviewees to respond with their favorite type of digital communication – e.g., text, email, chat group, DM, FaceTime, Skype, etc. – but instead nearly every single person said their favorite form of communication was “in person.”

As Gen Zers enter the workforce, what would be helpful for other generations to know about their post-millennial colleagues?

For those who are now experiencing Gen Zers in the workplace, my advice is to recognize that these new colleagues are used to working collaboratively and flexibly, with an eye to being efficient in getting the job done. They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own. They are not always right; often they don’t know what they need, especially in a new setting, and this is where inter-generational dialogue can be so helpful. Both the older and the younger colleagues can learn from the other, in each case by listening with more respect, appreciation and trust. The older colleague can learn some helpful new ways of getting a job done, while the younger colleague may learn good reasons for why things have long been done in a certain way. Without that dialogue, we’ll have a wasteful tug of war between the past and the future. The goal is for older and younger generations to work together, with openness and trust, to ensure that the wisdom – but not what has become the excess baggage – of the past is not lost to the future.

How has studying Gen Zers changed your own interactions with this generation?

I came to understand that Gen Zers are, on the whole, much better adapted to life in a digital age than those of us who are older and that they can be very frustrated by what appear to them to be outdated and often irrelevant ways of doing things. As one simple example that we cite in the book, an older person would likely assume that any organization needs a set of officers, for that has been the norm in their experience, but a Gen Zer would say, from their lived experience, that there is no need to elect officers (or other leaders) if the group can accomplish its mission through online collaborations that take advantage of the participants’ diverse skills.

In my own interactions with Gen Zers, I am much more likely than I used to be to listen closely to what they say, and to refrain from making a judgment about their ideas, values and behaviors based on an assumption that they are wrong and I am right. They often do things differently, have some different values and have some different ideas about the future than I do, and I have come to appreciate and trust that they often have a new and better approach. Many of us who are older have a different understanding of how the world works, which is rooted in our own early experiences, so it’s easy for us to assume that the world will continue to operate in much the same way going forward and that the young people need to adapt to that older way of living. But the younger people are necessarily future-oriented, and as we all are increasingly coming to appreciate, the digital-age future is quite different from the industrial-age past.

For 13 years, Katz served under Stanford University Presidents John Hennessy and Marc Tessier-Lavigne as the associate vice president for strategic planning. She also served as President Tessier-Lavigne’s interim chief of staff until early 2017. Katz has been deeply involved in the facilitation of a variety of interdisciplinary research initiatives at Stanford, and she is a current member of the CASBS board of directors.

This research was funded by the Knight Foundation.

What is Gen Z?

Gen Z is currently the second-youngest generation, with millennials coming before them and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The earliest Gen Zers were born when the internet had just achieved widespread use. They’re called “ digital natives ”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population  of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick.

Learn more about our Growth, Marketing & Sales Practice .

What is a generation?

Talk z talk.

Slang: the lexicographer’s delight. Every generation creates its own language to better understand and participate in its own unique zeitgeist. If you were born before 1996, the lexicon below might help you understand what exactly your Gen Z colleagues are talking about in the office or on Slack. Of course, we don’t believe Gen Zers are taking more “bare minimum Mondays” than their older colleagues—or, indeed, that anyone should —just that they’ve invented a name for it. Exercise caution, though, before attempting to use these terms yourself—cringe.

five-to-nine (before the nine-to-five) adj/noun : a productive routine  before working your primary job, possibly including exercise or personal projects | My five-to-nine helps me remember that I’m way more than just my day job.

bare minimum Monday noun : bare minimum Mondays are when people give themselves permission to take it easy the first day of the week; related: Sunday scaries | Today has to be a bare minimum Monday; I need to get myself centered for the week to come.

-coded adjective : when something takes on the traits or echoes something else | They are really driving hard for the youth vote. Their whole campaign is so Gen Z-coded.

cook verb : demonstrating expertise or panache at a particular task | Our summer intern’s social media metrics speak for themselves. No need for additional oversight ; let her cook!

iPad kid noun : a child who struggles without their screens; related: latchkey kid | Are iPad kids inevitable in our digital age?

loud budgeting noun/verb : sharing financial goals publicly | I am loud budgeting this year, so don’t be surprised if I say no to going out.

loud quitting noun/verb : publicly expresses frustration with a job or employer, without necessarily quitting the job; see also: quiet quitting | Did you see Fred’s rant about his boss ? Guess he’s loud quitting now.

quiet luxury adj/noun : subtle wealth displayed in your habits, personal activities , and clothing | Ostentatious logos are so last decade; these days it’s all about the quiet luxury.

quiet quitting noun/verb : slightly dialing back at work; just doing the bare minimum necessary to keep your job | My boss asked for volunteers to take on this extra project. Not for me! I’m quiet quitting and won’t do anything unless specifically asked.

quiet vacationing noun/verb : taking a trip without informing your employer, common among millennials and Gen Zers with remote jobs  | I have to work a bit tonight because I’m quiet vacationing; my boss doesn’t know I’m in Paris.

stand on business verb : not wavering on a decision that you made; sticking to your word | One thing I’ve learned about the candidate is that she always stands on business.

receipts  noun : evidence or proof  of someone’s actions  | She said she would hand in the assignment yesterday, and I have the receipts.

understood the assignment verb : when someone meets or exceeds expectations   | It was a 90s-themed party and they came dressed as the Spice Girls—definitely understood the assignment!

No doubt you’re already familiar with the concept of generations within families. Your grandparents, parents, children, and children’s children all make up a distinct generation in relation to you. But each of them also belongs to a diffuse category of their peers, grouped together based on when they were born and what they experience during their lives. Social scientists have studied generations—in theory and more practically—for millennia. More recently, thinkers like August Comte have argued that generational change is the engine behind social change. Specifically, each generation entering into a new life stage at more or less the same time is the pulse that creates the history of a society.

Get to know and directly engage with senior McKinsey experts on Gen Z.

André Dua is a senior partner in McKinsey’s Miami office, where Bo Finneman  is a partner; Erica Hutchins Coe  co-leads the McKinsey Health Institute and is a partner in the Atlanta office; Jenny Cordina  is a partner in the Detroit office; Kana Enomoto  is a partner in the Washington, DC, office; Kweilin Ellingrud  is a McKinsey Global Institute director and senior partner in the Minneapolis office; and  Raelyn Jacobson  is a partner in the Seattle office.

Specific major-scale events can also shape the outlook of a generation and are often reflected in how they’re named. The Lost Generation, for example, is named for the malaise and disillusionment experienced by people who lived through World War I. Later, the Greatest Generation was named for the heroic sacrifice many made during World War II. Their children, born soon after the war ended, are called baby boomers; their outlook, in turn, was colored by the Vietnam War and the social upheavals of the 1960s. More recently, millennials’ worldviews have been shaped by the September 11 attacks and the proliferation of the internet.

Of course, these are generalizations: every so-called generation comprises a multitude of unique individuals with their own opinions, values, behaviors, and plans for the future. Some social scientists even believe that the practice of studying generations can obfuscate what motivates people on an individual level. Generational theory should be understood with this caveat, and used only as a way of thinking about society, rather than as the gospel truth.

What are the unique characteristics of Gen Z?

While there are substantive differences within the cohort known as Gen Z, there are a few commonalities its members share.

As the first real digital natives, Gen Zers—speaking generally—are extremely online . Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six or more hours per day  on their phones.

Digital natives often turn to the internet when looking for any kind of information, including news  and  reviews prior to making a purchase . They flit between sites, apps, and social media feeds, each one forming a different part of their online ecosystem. Having grown up with social media, Gen Zers curate their online selves  more carefully than those in prior generations have, and they are more likely to turn to trends of anonymity, more personalized feeds, and a smaller online presence, even as they voraciously consume media online .

Video-sharing social media  sites have seen a meteoric rise as Gen Z comes of age. TikTok currently rules trends, feelings, and culture for Gen Zers, who make up 60 percent of the app’s one billion–plus users . Gen Zers flock to corners of the internet where they can discuss their passions and interests with those who share them—from gaming  to  K-pop —bonding with both people they know in real life and ones they’ve only met online.

Gen Z is also generally known for its idealism—they’re part of a new wave of “ inclusive consumers ” and socially progressive dreamers. Generally speaking, Gen Zers believe in doing their part to help stop the intensification of climate change  and to establish greater equity for all. More than any other generation, Gen Z collectively demands purpose and accountability , the creation of more opportunities for people of diverse and underrepresented backgrounds , and rigorous sustainable and green practices .

Learn more about McKinsey’s Retail ,  Healthcare , and  Sustainability  Practices, and check out our Diversity and Inclusion collection .

Looking for direct answers to other complex questions?

How is gen z’s mental health.

Gen Z is facing an unprecedented behavioral health crisis: US Gen Zers surveyed by McKinsey report the least positive outlook and the highest prevalence of mental illness  of any generation. European respondents also report struggling with self-stigma. This pessimism is fueled by growing global unrest ,  wars and disruptions ,  financial crises , and  educational interruptions due to the COVID-19 pandemic . Feelings of “climate anxiety” are also widely reported : many Gen Zers report that they think about the fate of the planet on a daily basis.

They are already seeing decreased economic opportunity  and don’t assume a social safety net will be there to catch them as pensions shrink, saving for retirement gets more difficult , and the older population grows . Already, 58 percent of Gen Zers in a recent McKinsey survey reported not having a basic social need met —the largest percentage by far of any generation.

But Gen Zers also report a more nuanced perspective around the stigma of mental illness than other generations. European Gen Zers seem less inclined to discriminate against people with mental illness ( although they do stigmatize themselves ).

What does social media have to do with Gen Z’s mental health crisis?

Many of the relationships a person has between the ages of 18 and 24 are complicated—and young peoples’ relationship with social media  is no exception. Yes, it’s true that social media usage can lead to FOMO—that’s fear of missing out—and poor body image. But Gen Z social media users also report that being online can facilitate self-expression and lead to more social connections.

McKinsey Health Institute’s (MHI) 2022 Global Gen Z Survey asked more than 42,000 respondents (including more than 16,000 Gen Z respondents) in 26 countries questions about various aspects of health. The results have shed light on Gen Zers’ relationships with social media. For one thing, Gen Zers are more likely than other generations to cite negative feelings about social media. But surprisingly, they’re not necessarily using social media more than their older counterparts. More than 75 percent of respondents  in all age groups say they use and check social media sites at least ten minutes a day. Baby boomers in eight of the 26 countries surveyed report spending as much time on social media as Gen Zers, with millennials being the most likely to post online. And while negative impacts of social media were reported across cohorts, positive effects were even more common: more than 50 percent of all groups cited positive outcomes from their time spent on social media.

The amount of time someone spends on social media can be a determining factor in whether their experience is mostly positive or negative. Negative effects of social media seem to be greatest for younger generations, with particularly pronounced impacts for Gen Zers who spend more than two hours a day on social media (and Gen Zers with existing mental health struggles).

How are Gen Zers different from millennials?

Those on the cusp of Gen Z and the millennial generation—people who were born shortly before the turn of the millennium—are sometimes referred to as “Zillennials” or “Zennials.” That includes older Gen Zers who’ve been in the workforce for a few years and young millennials who identify more with Gen Z.

However, Gen Z generally has its own formative experiences distinct from those of most millennials . Here are some ways American Gen Zers differ from their older counterparts :

• They are generally more pragmatic , with both complicated idealism and worries for the future. Gen Zers dream of personal career fulfillment but expect economic struggles.
• They have less positive life outlooks , with lower levels of emotional and social well-being than older generations.
• They are more interested in belonging to an inclusive, supportive community .
• They are more individualistic, with a stronger sense  of personal expression.
• They are more politically and socially active , advocating for what they believe on social media.

What are Gen Z’s values?

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. They frequently call for reform on personal, public, and global scales to prevent future catastrophe. Many Gen Zers describe themselves as environmentally conscious, and the majority of Gen Z expects to see sustainability commitments  from companies and organizations.

Gen Z is also living in a time marked by rapidly rising inflation  and financial woes. Rising student loan debt  also plagues many members of this generation.

How is Gen Z experiencing the working world?

Every new generation entering the workplace experiences struggles. Gen Zers are getting their first jobs in the wake of an unprecedented global pandemic, rising inflation , climate change, and geopolitical conflict. McKinsey’s American Opportunity Survey  of more than 25,000 Americans reveals some key details.

For one thing, Gen Z respondents who are working are more likely  than older workers to have independent jobs or multiple jobs. They are less likely than older generations to expect this period of financial insecurity to end; they also are pessimistic about their chances of ever buying a home or retiring.

Gen Zers who are employed full-time are more likely to report that the pay they receive does not allow them a good quality of life. They’re also less likely to report feeling fairly recognized and rewarded for their work. Only 37 percent of Gen Z respondents believe that most people in the United States have economic opportunities, suggesting a deep malaise about their own prospects and those of other Americans.

For more on Gen Z in the workforce, read our key takeaways  from the latest American Opportunity Survey.

What are Gen Z fashion trends?

Gen Z loves expressive clothes, wants to stand out rather than fit in , and has an ever-changing style —what was in a month ago might already be out. Their trend-chasing habits  are supported by fast-fashion  retailers supplying accessible ways  to switch it up. One Gen Z staple shop, Chinese fast-fashion giant Shein, adds 6,000 new products to its website per day . This may seem at odds with the generation’s values of sustainability, but the speed at which Gen Z trends change and their desire for unique style can sometimes overcome their eco-scruples.

Gen Zers also love thrifting and vintage styles—which are much more in line with their calls for circular fashion . Both ’90s and Y2K-style clothes  have seen a major comeback, including fast-fashion dupes and clothes dug out of closets and thrift stores. Fashion resale has experienced massive growth  thanks to Gen Z resellers and influencers, and it’s normal for a Gen Z wardrobe to be a mix of cheap fast fashion and treasured vintage pieces.

Learn more about McKinsey’s Retail Practice .

What do Gen Z shoppers want?

The internet has changed retail forever and shaped the tastes of digital natives. Here’s how:

• Consumption is about access rather than ownership —Gen Zers subscribe to streaming platforms instead of buying films or music. This trend extends beyond entertainment—even to services like car shares or luxury-clothing rentals.
• Gen Zers accept that their tastes might change, and they are more likely to spend on experiences that enrich their day-to-day lives  than millennials, who are more likely to splurge on luxury.
• Members of this generation care about ease of use: mobile pay, app-based services, and simple online transactions are important, and brands have found major success by restructuring to suit Gen Z tastes .
• Gen Zers like brick-and-mortar stores more than millennials do but still want a great online shopping experience . Some brands have even found success through online-first launches , often supported by Gen Z consumers.
• Ads are everywhere; Gen Zers experience brands “ at every moment ” as they move through their digital and physical worlds.

And as a generation committed to its values, Gen Z expects the same of its retailers—Gen Zers often choose brands that have a strong story or purpose , as well as those committed to green practices . In one McKinsey study, 73 percent of Gen Z reported trying to purchase  from companies they consider ethical, and nine out of ten believe  that companies have a responsibility to address environmental and social issues . However, they can tell when a brand is just paying lip service  and isn’t backing up diversity  or sustainability claims with real change.

Many Gen Zers throughout Asia see the internet as the first place to go  when researching new products to purchase; in the United States, 40 percent of Gen Zers admit to being influenced online , often by the brands featured in the videos they watch. Members of Gen Z filter a lot of information, from influencers, family, and friends, to decide where and how they want to spend .

For more in-depth exploration of these topics, see McKinsey’s Generation Z collection . Learn more about Gen Z insights by subscribing to our newsletter —and check out entry-level job opportunities  if you’re interested in working at McKinsey.

Articles referenced:

• “ Good employee mental health starts at the top ,” May 29, 2024, Kana Enomoto
• “ Gen Z mental health: The impact of tech and social media ,” April 28, 2023, Erica Coe , Andrew Doy, Kana Enomoto , and Cheryl Healy
• “ Eat, play, love: How Gen Z is shaping Korea’s grocery retailers ,” March 22, 2023, Younghoon Kang and Jeongkeun Kim
• “ How does Gen Z see its place in the working world? With trepidation ,” October 19, 2022, André Dua , Kweilin Ellingrud , Michael Lazar, Ryan Luby, and Sarah Pemberton
• “ Heat waves, the war in Ukraine, and stigma: Gen Z’s perspectives on mental health ,” September 27, 2022, Lea Arora,  Erica Coe , Martin Dewhurst, and  Kana Enomoto
• “ Addressing the unprecedented behavioral-health challenges facing Generation Z ,” January 14, 2022,  Erica Coe ,  Jenny Cordina ,  Kana Enomoto ,  Raelyn Jacobson , Sharon Mei, and Nikhil Seshan
• “ Giving Gen Z customers what they want: A conversation with by.U ,” November 11, 2021, Edward Ying, Trio Lumbantoruan, and Andrew Roth
• “ Gen Z and the Latin American consumer today, ” December 10, 2020,  Tracy Francis  and  Fernanda Hoefel
• “ How Gen Z and millennials are shaping the future of US retail ,” September 28, 2020,  Bo Finneman and Emma Spagnuolo
• “ Meet Generation Z: Shaping the future of shopping ,” August 4, 2020,  Bo Finneman and Emma Spagnuolo
• “ The young and the restless: Generation Z in America ,” March 20, 2020, Shruti Bhargava,  Bo Finneman ,  Jennifer Schmidt , and Emma Spagnuolo
• “ Asia’s Generation Z comes of age ,” March 17, 2020, Thomas Rüdiger Smith and Naomi Yamakawa
• “ The influence of ‘woke’ consumers on fashion ,” February 12, 2019, Imran Amed,  Anita Balchandani , Marco Beltrami, Achim Berg, Saskia Hedrich, and Felix Rölkens
• “‘ True Gen’: Generation Z and its implications for companies ,” November 12, 2018,  Tracy Francis  and  Fernanda Hoefel

This article was updated in August 2024; it was originally published in March 2023.

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