The Ultimate Guide to Generation Z

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Born between 1995 and 2010, Generation Z follows on from Millennials and precedes Gen Alpha. In other words, they’re today’s teens and young adults. With the current cohort of students sitting right in the middle of this age range, Gen Z are at the heart of everything we do here at Student Beans. In the Ultimate Guide to Gen Z, we share the four key characteristics of this unique cohort of young consumers. 

Gen Z trends are in constant flux – but this guide reveals the core components that define a generation. From the ethics and values they hold to the purchasing decisions they make, these characteristics are evident in everything that Gen Zs do. For brands looking to engage with them – not just in the short term, but for life – this guide is a cornerstone. 

Gen Z – a quick glimpse: 

  • Digital natives. What does it mean to be younger than the world wide web? Gen Zs are the first generation to know – and it affects everything that they do. 
  • Authenticity. In a world where you can adopt almost any persona – online or IRL – Gen Zs increasingly choose authenticity. 
  • Financially savvy. Their spending power totals $4o billion – and that’s before you even consider how much influence they have on their parents. 
  • Ethically conscious. In the past 12 months alone, Gen z have spearheaded movements, raised awareness, and even changed the law. Just imagine what they’ve got planned for the future.

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