Who is Generation Z?

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.
At the MRS Kids and Youth Research conference (London, January 2018), one speaker highlighted the distribution of generations. The room was roughly split between Generation X and Y – no surprises there – but one woman remained standing at She came of age at a time of political and financial uncertainty, if not turmoil. As WARC’s own guide to (another term for Gen Z) explains, “Unlike their predecessors, centennials have a less idealistic and more pragmatic outlook”. Millennials (Gen Y) were the example of what not to do: profligate spenders in their teens, and workshy moaners in their early adulthood; Gen Z has no such trajectory. Born in the late 1990s onwards, her generation has grown up in a time of extreme technological acceleration. By the time this cohort became cognisant, they were living in an age of high-speed telecommunications, of many screens, all connected to the internet. The result is a generation natively accustomed to social – not just digital – platforms.

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