Five Essential Things To Know About Gen Z Consumers

Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand's ability to authentically connect with the Gen Z generational cohort.

Collage Group’s Essentials of Gen Z consumers presentation explores three areas of our consumer fundamentals research for the generational: demographics and economic opportunity, identity related marketing expectations, and Cultural Traits. Read below for several takeaways and then fill out the form to download an excerpt of the study.

Gen Z Essential Traits

1. Gen Z (aged 8-24yrs old in 2021) are more diverse than older generations. In fact, Gen Z is on the doorstep of becoming a majority minority cohort; 49% of the generation are people of color. Gen Z’s intrinsic diversity equates to greater expectations for inclusive marketing practices.

Younger generations are living in a diverse society

2. Gen Z is also significantly more likely to identify as LGBTQ+ than older generations. The difference between older Millennials (31-39 yrs. old) and older Gen Z (18-23yrs old), alone, is sharp: almost twice as many older Gen Z Americans identify as LGBTQ+ than their Millennial counterparts.

Younger generations are more likely to identify as LGBTQ+ 

3. New Wave generations – Gen Z and Millennials—are more likely to say they go out of their way to support inclusive brands. Gen Z were also the only generation that included looking for brands that support LGBTQ+ and racial justice in their top five priorities.

Gen Z supports brands who are conscious about the environment and minority representation

4. Gen Z is uniquely open about their sexuality. This is even significantly different from Millennials. 20% Gen Z claim their sexuality as a primary means of self-identification. That’s a stark break from previous generations, where sexual identity is more of a taboo subject.

Gen Z sexuality

5. Brands can better connect with Gen Z by leveraging the cohort’s Cultural Traits. Four important traits are: Pressured, Skeptical, Recognition-Seeking, and Self-Expression. These traits can be used to create more authentic advertising, identify efficiencies to connect across cohorts through shared traits, and identify how to best position your brand.

Gen Z group traits

Learn more about these four traits.

Recent Posts

Get In Touch

There's a world of Data Insight Opportunity just for you

Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!

Skip to content