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WHO IS GEN Z?
MAY 2024
Gen Z is the consumer of the future, and they are unique in substantial ways.
Who is Gen Z?
Gen Z currently covers a wide range of milestones growing up—64% have a license/permit, 60% are in school, and 25% are employed in the workforce.*
Middle Schoolers
- Some, but limited influence over food and beverage choices, as parent(s)/family largely dictate availability
- Heavily engaged in day-to-day activities like video games, reading, TV, and art
- Media preferences are distinct from older counterparts, with greater use of YouTube in particular
- More motivated by trends relative to older peers, and less eco-conscious
High Schoolers
- Greater, but still limited, influence over food and beverage choices—slightly more autonomy is available to drivers
- Time is more constrained than in middle school for “fun” activities
- Emerging interest in health & wellness, as well as trendiness and premium-purchases
College Students - At Home & Away from Home
- Has newfound responsibility for food and beverage choices, especially those now living away from home
- High degree of autonomy in managing their own time and activities, though time is limited to pursue “fun” activities
- Increasingly driven to further health and wellness goals—mental health is top-of-mind
- Looks to Instagram for new products
Full-time Employees (Working 30+ Hours/Week)
- Often live on their own, though many still do live under the roofs of their parents or other family
- Greater financial freedom affords great responsibility for food and beverage choices
- Cooks and visits restaurants at highest rate
- Most driven to further health and wellness goals
What matters to them
This generation has grown up to celebrate individuality, financial independence, and mental health. While highly skeptical, they also believe in creating positive change in the world and are often influenced by diverse cultures.
Infographic showing categories that Gen Z cares about, as follows.
Life Online
These digital natives have grown up immersed in an online, mobile-first world, making them both highly informed and entertained.
Responsibility
Despite constant volatility in their lives, Gen Z are jumping into adulthood with enthusiasm and not leaving anything to chance.
Entrepreneurs
They define success as freedom and fulfillment—they want to start or own their own business rather than conform.
Financial Savviness
Gen Z believes financial stability and savviness are prerequisites to not only person, but also societal progress.
Celebrate Differences
They embrace their own unique qualities and encourage peers to do the same, valuing individuality as a way to enrich the world.
Customization
Growing up, personalization has become the norm and they have come to expect tailored products, services, content, and experiences.
Novelty
Gen Z seeks new and exciting ways to experience the world and express their individuality, often influenced by diverse cultures.
Mental Health
As a top priority, Gen Z is breaking the stigma surrounding mental health and is vocal about the importance of self-care.
Forming Trust
Highly skeptical of traditional information sources, they seek out diverse perspectives and inner circles to form their own opinions.
Activism
Grave circumstances have prompted Gen Z towards an action-oriented attitude motivated to create positive change in the world.
Purchasing power
Beverages play a large role in purchase habits. While middle schoolers gravitate towards soda, chips and sweets, older groups go to healthier options that satisfy.
Two infographics displaying the statistics of Gen Z purchasing power, through their top drink choices and their likelihood of purchasing a beverage. Gen Z Top Drinks: Soft Drinks (20%), Coffee (13%), Energy (11%), and Sports (9%). “When going to a restaurant with your own money, how likely are you to purchase a beverage?”: middle school (66% likelihood), high school without a license (71% likelihood), high school with a license (68% likelihood), college at home (74% likelihood), college away (72% likelihood), and working 30+ hours (79% likelihood).
KEY TAKEAWAYS
1. Pushing boundaries
Gen Z is pushing boundaries in social, economic, and personal fronts—socializing remotely, spending intentionally and prioritizing mental health.
2. Searching for authenticity
They’re hungry for information and have more access than any generation before—meaning authenticity is important and good marketing must walk the walk.
3. Influencing family purchasing
60% of Gen Z says they influence most of the food and beverages purchased in their homes.
4. Thinking differently
Their discretionary money is mostly spent on food and beverages, for which they evaluate their needs and occasions differently (ex: soda is celebratory). ■
*47% of 30+ hr. workers live on their own (this jumps only slightly to 51% for 40+ hrs.) 49% live of 30+ hr. workers live with their parents or other family (dropping only to 44% for 40+ hrs.)
WANT TO SEE MORE?
Discover more through the lens in the articles below.
