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In a global study among 9,650 respondents in nine countries InSites Consulting compared both Generation Z and Millennials/Generation Y (what we term NextGen) with two older ones: Generation X (born 1965-79, parents of Gen Z) and the Baby Boomer generation (born 1946-64, parents of Millennials).

When studying Millennials and Gen Z around the world, we found “DNA” similarities in their expectations towards companies, brands and media. When analyzing the differences with previous generations, we derived a unique set of characteristics which can help marketers prioritize strategies to bond with the up-and-coming consumer generations. Apart from the common needs and desires, there are cultural differences across different regions.