If you’re wondering exactly who falls into Generation Z, you're not alone. Typically defined as those born between 1997 and 2012, Gen Zers are 12 to 27 years old as of 2024. But understanding this generation requires more than just pinning down a range of birth years.
Gen Z is the first true digital-native generation, growing up with smartphones, social media, and the internet as an integral part of daily life. They’re reshaping how we work, consume, and connect—and their influence is only growing. This blog unpacks their key characteristics, impact on industries, and what their rise means for businesses, educators, and policymakers.
Quick Takeaways
- Gen Z (born 1997–2012) is the first generation raised entirely in the digital age.
- They value authenticity, inclusivity, and personalization, often diverging from the attitudes of previous generations.
- Their consumer choices are driving demand for ethical, purpose-driven brands and reshaping how industries approach engagement and innovation.
- By 2025, Gen Z will make up 27% of the global workforce, and they’re already redefining workplace culture with expectations around flexibility, diversity, and growth.
Defining Gen Z: Age Range, Birth Years & Core Identity
Often referred to as iGen, Zoomers, or Post-Millennials, Gen Z follows the Millennials (1981–1996) and precedes Generation Alpha (2012–2024). While some sources might vary slightly, most agree Gen Z spans from the mid-1990s to the early 2010s.
In 2024, Gen Z includes tweens, teens, and young adults—a cohort that’s grown up immersed in digital technology. From cloud computing to gaming and social platforms, they’ve never known a world without high-speed internet or smart devices.
But Gen Z isn’t a monolith. Alongside their tech fluency, they embody diversity—in culture, identity, opinion, and lived experience. Their worldview is shaped by global movements, shifting norms, and an always-on access to information.
Why Gen Z Matters
Whether you’re in business, education, marketing, or policy, understanding Gen Z is no longer optional—it’s essential. They’re not just tomorrow’s leaders and innovators—they're already influencing today’s markets, classrooms, and workplaces.
At platforms like SpatialChat, for example, Gen Z’s preferences are built into the product experience: customizable, flexible, and personal. It’s a new kind of virtual workplace—one that reflects how Zoomers want to work and collaborate.
And yes, even TikTok jokes about each generation’s approach to Zoom meetings reveal a deeper truth: Gen Z expects more from their digital environments—and they’re driving a shift that affects everyone.
Gen Z vs. Other Generations: What Sets Them Apart?
Generation Z isn’t just a younger version of Millennials or Gen X. Their values, behaviors, and worldview have been shaped by a completely different set of experiences—especially when it comes to technology, communication, and social expectations.
From their mobile-first mindset to their approach to work and identity, Gen Z represents a generational shift that businesses and institutions can’t afford to ignore.
A Generation Defined by Digital Immersion
While Millennials experienced the rise of the internet, Gen Z was born into it. They’ve never known a world without Wi-Fi, smartphones, or social media. On average, they spend over three hours a day on mobile devices, engaging across platforms, multitasking, and consuming content in dynamic, often non-linear ways.
This isn’t just about screen time—it’s about fluid connectivity. For Gen Z, digital spaces are as real as physical ones. They form friendships, attend classes, and even build careers online. Their ability to seamlessly navigate multiple platforms and prioritize content over format stands in stark contrast to older generations who tend to interact with technology more linearly.
Comfort with Emerging Tech
Gen Z shares Millennials’ openness to tech innovation, but their comfort level runs even deeper. From AI tools and chatbots to emojis and mixed media, Gen Z adapts quickly to new formats and features. Their interaction with digital tools is intuitive—and they expect their platforms to be fast, flexible, and fun.
A great example of this mindset can be seen in the continued popularity of The Sims—a 200-million-unit-selling video game series known for its deep customization and user control. For Gen Z, this isn’t just entertainment; it’s a baseline for how they expect to engage with digital platforms, including in the workplace.
That’s why platforms like SpatialChat resonate so strongly with them. Offering playful, customizable environments, SpatialChat provides an experience that feels personal and engaging, a refreshing alternative to sterile tools like email, or even more modern platforms like Slack. It’s a sign of what Gen Z expects from professional tools—collaboration spaces that feel human, not transactional.
Lifestyle choices
Their lifestyle choices further illustrate how Gen Z’s values shape the way they live, eat, and connect. This generation is deeply conscious of health and sustainability, with nearly 79% willing to go meatless one to two times a week—a clear sign of their openness to plant-based and vegan diets. At the same time, they’re navigating serious wellness challenges, particularly around mental health. Sleep deprivation is common, with teenagers in countries like Canada averaging just 6.5 to 7.5 hours of sleep per night. The effects are troubling: increased anxiety, depression, low mood, and impaired cognitive function have become more prevalent across the demographic.
Social behavior is also evolving. Compared to past generations, Gen Z is spending less time in face-to-face interactions. For example, only 28% of 12th graders in 2017 reported seeing friends daily, a dramatic drop from 52% in 1976. Instead, many opt for solitary digital activities like streaming videos and music, gaming, or scrolling through YouTube. Reading for leisure has declined, particularly in places like the UK, where screen-based media dominates Gen Z’s attention. These shifts reflect broader changes in how this generation finds entertainment, comfort, and community—often through online spaces rather than traditional social settings.
The COVID-19 pandemic only accelerated these trends. With schools moving online and social gatherings restricted, Gen Z experienced a formative period marked by isolation and disruption. The long-term effects include greater dependence on digital platforms and potentially wider gaps between socioeconomic groups. Perhaps as a response, Gen Z has become more intentional about how they approach work and life. They prioritize balance, flexibility, and purpose, seeking careers that align with their values and personal well-being rather than adhering to rigid or traditional workplace norms.
Values and Priorities of Generation Z
Generation Z has come of age in a world defined by rapid technological progress, economic instability, and pressing global challenges. These factors have deeply shaped their values and lifestyle choices—whether it’s embracing digital nomadism, exploring evolving dietary preferences, or holding strong, often fluid, political beliefs.
A growing number of Gen Z individuals make conscious food choices influenced by environmental concerns, sustainability, and animal welfare. Plant-based and vegan diets are gaining popularity, not just for health reasons but as part of a broader commitment to ethical and ecological living. Their values are also reflected in how they support causes and brands that align with their ideals. Global issues like climate change have heightened their awareness and activism—though they've also contributed to rising levels of anxiety and depression within this generation.
For employers, HR professionals, and team leaders, dismissing these values as fleeting trends risks alienating a vital talent pool. By 2025, Gen Z will account for approximately 27% of the global workforce. Understanding what drives them is not just beneficial—it’s essential.
The Impact of Global Events on Gen Z
Major global events have had a formative impact on Generation Z, shaping not just their worldview but their emotional and social development.
The COVID-19 pandemic stands out as a defining experience. It disrupted education, isolated communities, and took a toll on mental health. According to the OECD’s 2022 PISA assessment, the academic performance of students worldwide declined, illustrating just how significantly education systems were affected.
Despite these setbacks, Gen Z has demonstrated remarkable resilience. They’ve adapted quickly to uncertainty and are already redefining the future of work. Their political and social engagement is also notable—movements like the School Strike for Climate reflect a generation unafraid to speak up and take action. Activism isn’t a side interest; it’s a core part of how they interact with the world.
Gen Z as Consumers: Behavior and Preferences
Generation Z is redefining consumer culture with distinct behaviors and expectations. Digital natives through and through, their preferences are shaped by seamless online interactions, social media influence, and a desire for authenticity, inclusivity, and personalization. Businesses that hope to earn their loyalty must rethink how they connect, communicate, and create value.
The Role and Reach of Social Media
For Gen Z, social media isn’t just a tool—it’s a lifestyle hub. It’s where they discover trends, share opinions, stay updated on world events, and most importantly, make purchasing decisions. Platforms like Instagram and TikTok dominate their screen time, each serving unique purposes: Instagram for Stories and messaging, TikTok for bite-sized, engaging video content.
These preferences highlight Gen Z’s demand for speed, efficiency, and creativity in digital spaces. Their affinity for short-form content and visual storytelling—fueled by now-defunct platforms like Vine and newer ones like Bunch—shows how much they value immediacy and expression.
Marketing to Gen Z requires more than just visibility—it demands relevance. Social media advertising, both paid and organic, remains the most effective way to reach this audience. Brands that are agile, authentic, and attuned to Gen Z’s values will stand out in a crowded digital marketplace.
Brand Loyalty and the Demand for Authenticity
For Generation Z, brand loyalty is earned—not assumed. This generation connects with brands that are authentic, transparent, and aligned with their values. Glossy marketing campaigns that feel staged or insincere are quickly dismissed. What resonates instead is personalized messaging, inclusive representation, and a visible commitment to causes like diversity, equity, and social justice.
Environmental and social responsibility are not optional extras—they're expected. Gen Z gravitates toward brands that prioritize sustainability, ethical production, and responsible business practices. Companies that fail to demonstrate genuine efforts in these areas risk being overlooked or actively rejected. For Gen Z, loyalty follows integrity.
What Drives Gen Z’s Purchase Decisions
Generation Z makes purchasing decisions with careful consideration, weighing multiple factors beyond just product quality or price. Exceptional customer service, seamless digital experiences, and clear communication all play a role in shaping their buying behavior.
A standout customer experience doesn’t need to be exclusive to luxury brands—Gen Z expects personalized interactions across all tiers of the market. Whether they’re buying skincare or a subscription service, they want to feel seen and valued.
Another non-negotiable? Data privacy. Trust is built on transparency, and Gen Z is especially sensitive to how their information is collected, used, and protected. Brands that prioritize data security and communicate their practices openly are more likely to earn long-term loyalty from this discerning generation.
How Gen Z Is Transforming Industries
With distinct values, digital fluency, and high expectations, Generation Z is reshaping industries across the board. From banking and finance to retail and entertainment, their influence is driving a wave of innovation, personalization, and digital evolution.
Banking and Financial Services
Gen Z is rewriting the rules of banking. They’re tech-savvy and financially proactive, often beginning to invest by the age of 21—diversifying into both traditional and emerging asset classes, including cryptocurrencies and virtual assets. But despite their digital instincts, they still value the security and trustworthiness of conventional banks over big tech alternatives. In fact, nearly half say they still see value in physical bank branches.
For banks, this means adapting to a hybrid model: combining seamless digital tools—like mobile apps, budgeting features, and robo-advisors—with accessible, real-world customer support. With 97% of Gen Z expected to use mobile banking by 2027, institutions that want to stay relevant must focus on intuitive, secure, and personalized financial solutions that support their goals and lifestyles.
Retail and Ecommerce
Gen Z is pushing retailers to evolve fast. They expect speed, convenience, and authenticity—prioritizing features like one-click checkout, same-day delivery, and mobile-first shopping experiences. But it’s not just about efficiency. This generation values brands that offer transparency, social connection, and a sense of community.
Self-expression is also central to Gen Z’s buying habits. In sectors like fashion, beauty, and personal care, they seek customizable products and inclusive offerings that reflect diverse identities. Their desire for immersive, innovative shopping experiences has led to the rise of trends like livestream shopping, augmented reality previews, and interactive brand content.
To keep up, retailers must blend convenience with creativity—delivering not just products, but experiences that speak to Gen Z’s values and lifestyles.
Entertainment and Streaming
Generation Z is redefining the entertainment landscape with their demand for on-demand, interactive, and personalized content. This generation doesn’t just consume media—they engage with it, co-create it, and share it widely.
Streaming platforms are adapting quickly, shifting toward more immersive experiences that blur the lines between entertainment, social interaction, and self-expression. Whether it’s binge-watching a series, participating in live-streamed events, or engaging with interactive content, Gen Z expects entertainment that’s fast, flexible, and tailored to their preferences. Platforms are responding with innovative formats and personalized recommendations designed to keep this always-online generation engaged.
Gen Z and the Future of Work
As Generation Z enters the workforce in greater numbers, they’re driving a fundamental shift in workplace values, expectations, and culture. They seek meaningful careers, clear development pathways, and inclusive environments. While they value stability and competitive salaries more than gig work flexibility, their early career experiences have been shaped by the economic fallout of the pandemic—resulting in varying employment patterns and a strong desire for security.
Notably, Gen Z professionals are expected to change jobs up to 10 times between the ages of 18 and 34. This mobility significantly influences their life decisions, from housing and education to financial planning and purchasing behavior.
With Gen Z set to comprise 27% of the global workforce by 2025, employers must evolve to meet their expectations. That means fostering continuous learning, offering diverse career growth opportunities, and cultivating inclusive, purpose-driven workplaces where every generation can thrive.
Looking Ahead: Preparing for Generation Alpha
While Generation Z is currently shaping industries, cultures, and workplaces, the next wave—Generation Alpha, born between 2012 and 2026—is already beginning to emerge. This generation will grow up even more deeply integrated with technology, with smart devices, voice assistants, and AI-powered tools as standard parts of everyday life.
Much like their predecessors, Generation Alpha’s worldview is being shaped early by major global events: the COVID-19 pandemic, social justice movements, and shifting political landscapes. These experiences, coupled with constant digital exposure, will define their values, expectations, and ways of interacting with the world.
In many ways, Gen Z will serve as a bridge between older generations and Gen Alpha. As older siblings, mentors, and eventually co-workers, Gen Z’s influence on Alpha will be significant—offering guidance, setting cultural norms, and modeling how to navigate a rapidly changing world.
Conclusion
Generation Z is not just another cohort—they’re a transformative force. From consumer habits and workplace values to activism and digital trends, their influence is reshaping how industries operate and how society evolves. For businesses, educators, employers, and policymakers, understanding Gen Z isn’t just helpful—it’s mission-critical.
And as Gen Alpha begins to rise, learning from and alongside Gen Z will be key to staying ahead in a world defined by change, connection, and conscious decision-making.