What CMOs should know about Gen Z

Move over, millennials. Gen Z may be taking its turn in the spotlight. Born between the late 1990s and early 2010s,¹ Gen Zers —like generations before them—are beginning to shape the cultural conversation and workplace expectations.
What tends to make Gen Z unique? Among other factors, Gen Z grew up in a world dominated by smartphones and social media.² Older members of Gen Z finished their education and entered the workforce during the pandemic, when many companies went remote for months or longer.³ Meanwhile, cost of living and sustainability are major concerns for this generation, according to the 2023 Deloitte Global Gen Z and Millennial Survey. In fact, 50% of Gen Z respondents say they and their colleagues are pressuring businesses to take action on climate change.