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  • What does it mean to be a Gen Zer in 2016?
  • What does it mean to be a Gen Zer in 2016?
    Janssem Cardoso, Creative Commons (2014) ©

A Generational Snapshot of Gen Z

Are today’s teens addicted to technology, or just used to it? Why is success so important to them? And why are they so eager to be adults? This Generational Snapshot uses statistics and case studies from the US and UK to explore what motivates the first generation of true digital natives in 2016.

Location Northern Europe / North America

Age is just one of the ways we categorise people. Attitudes are equally – and often more so – shaped by a dynamic range of factors, with where you’re from, how wealthy you are and human nature all playing a role. But generations are as relevant as ever. We define a generation as a group of people passing through life stages at the same point in time, whose attitudes and ideals have been shaped by a similar set of historical events. How has the War on Terror shaped Gen Zers’ work ethic? How has growing up online affected ...



  • Article image Wishbone: an app for digital debates

    With 41% of teens ‘addicted’ to their phones, mobile-first media is the new norm. Wishbone is a this-or-that voting app that blends lightweight entertainment with user-generated content to encourage Gen Zers to give their opinions on everything from their worst fears to their favourite foods.

  • Article image Topshop & bPay: making fintech fashionable

    Fashionistas rejoice – payment options are no longer limited to uninspiring bank cards or plain old cash. Topshop has teamed up with bPay to launch a range of contactless accessories that'll complement your outfit. But is Gen Z really that bothered by fintech? Can payments really be fun?

  • Article image Finsta: teens keeping it real online

    Documenting one’s life through Instagram snaps has become a daily ritual for teens; 52% of 13- to 17-year-olds in the US have an account. Yet the pressure to maintain a picture-perfect digital presence is driving many to open ‘Finsta’ accounts, which are open to select group of trusted friends.

  • Article image How do teens make decisions?

    The stereotypical picture of adolescence is one of binge drinking, unprotected sex and endless emotional drama. Yet while teens may be proven risk-takers, research suggests they are far more anxious than children or adults. With so much going on in their heads, how do teenagers make decisions?

  • Article image Teen America: Alpha Achievers

    From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the third of a series exploring Gen Z and Gen Y tribes, Andrea Graham Richeson delves into the overscheduled world of Alpha Achievers. Do these ambitious teens embody the model student and future star employee?

  • Article image Why Gen Z prefer peer-produced content

    Did YouTube kill the Hollywood star? In the second installment of this two-parter, we look at why Gen Z value the talents and opinions of their digital peers, what services they are flocking to and how a shift towards user generated content will affect the future of media production and distribution.

  • Article image Is Barbie‚Äôs reign really over?

    With her long blonde hair, tiny waist and pure pink wardrobe, Barbie is an icon. She may be only 11 and a half inches tall, but this cultural giant has occupied a prominent position in little girls’ toy boxes for over half a century. In 2014, Barbie was knocked off the top spot on most the popular girls’ toy list. But is Barbie’s reign really over?

  • Article image How Gen Z is making real money on virtual goods

    Generation Z helped bolster the revenue of video games and downloadable content to $50 billion in 2014. Older gamers hate the very existence of microtransactions in gaming. But Gen Z are not only enthusiastic consumers of virtual goods, but also savvy entrepreneurs; gaming is even replacing ‘saturday jobs’. How is Gen Z rewriting the reality of how, and for what, we shop online?