Gen Z: Key Takeaways, Data And Strategic Insights

Gen Z may be highly connected, but Ipsos’ latest research shows a generation whose attitudes and behaviors are more nuanced than stereotypes suggest. Among the findings, 91% of adults ages 18 to 34 are taking some action to reduce screen time, while 28% of Gen Z Americans believe the American Dream is personally out of reach. Yet traditional aspirations remain: globally, 60% of people under 35 expect to own a home, 52% expect to marry and 48% expect to become parents.

The findings suggest sellers should look beyond assumptions about Gen Z and focus on the life stages, interests and priorities shaping their decisions. Opportunities span financial institutions, real estate and mortgage companies, retailers, health and wellness businesses, entertainment venues, travel businesses, colleges and universities and technology companies, with messaging built around experiences, financial stability, independence and future goals.