THIS IS GEN Z.

This is your Gen Z primer. It’s designed to

help you understand what defines the members
of this new generation: family life, entertainment,
education, and everything in between. At the core
of their world is technology. They’ve never known
a life without constant access to search engines,
social media, and texting.

These kids are more than just digital natives. In The
Gen Z Effect, Tom Koulopoulos and Dan Keldsen call
them “hyperconnected junkies whose expectations
will radically change the face of business forever.”
The authors go on: “For Gen Z, technology is
invisible; it’s just part of the way the world behaves
toward and interacts with them.” Persistent digital
access to global information has expanded their
perspectives, creating knowledgeable, worldly,
diverse, and status-quo-challenging stances on
everything from social issues to finances.
This means that change is coming. We must explore
new ways of connecting with this cohort. They have a
diversity of perspectives and voices, and a readiness
to contribute and make a difference. To that end,
throughout this piece, we offer some suggestions for
how to engage tomorrow’s college students.
Ready to dive in?
We’re tomorrow’s
college students.
We’re called
Generation Z.
Like all
generations,
we’re defined
by time.
Born 1996 and after
 Silent Generation
Where do (70–85 years old)

we fit in?
2015 Baby Boomers
(51– 69 years old)

Gen X
(36–50 years old)

Millennials
(20–35 years old)

Gen Z
(5–19 years old)
We’re young,
powerful,
and big.

Between
2015–2025

Millennials
(current largest) 77mil
Gen Z
(on the rise) 68mil
We will Identity/Technology/Family Life/
Social Issues/Careers/Education/
change Privacy and Safety/Health/
the world. Entertainment/Finances/Outlook
We believe it’s up to us.
Identity

“We’re gonna
be weird adults.”
Identity
We defy and resent conventional
labels that don’t fully capture who we
really are. There is no “one size fits
all” in our world. Because we don’t
just accept differences in others—
we celebrate them.
—
Bottom Line
Talk to us based on our mindset, not our demographic. This means spending
time to understand us and what it takes to get — and keep — our interest.
We’re more open
than you were.
We discuss and challenge
gender roles and sexual
identity openly.
Our perspective
is global.
Technology opens the
window to international
issues, values, and cultures.
We’re blended.
Since 2000, the multiracial
youth population
has increased by 50%.
The world is smaller,
and our views are bigger.
We have a greater
appreciation of differing
views and perspectives than
ever before in history.
Technology

Go to your room!
“You mean where my laptop,
iPad, and phone are? OK.”
Technology

Sure, Millennials are tech- We communicate

constantly.
Digital connections
with the world are
savvy, but we are the Social media is the
#1 reason we use the
essential.
73% of us are connected within

first true digital natives.

Technology is just a fluid, organic part
Internet, and we send an hour of waking up. We would
more than 100 texts a day. give up new clothes, our allowance,
or eating out, rather than give up
Our digital world
our phones, texting, or WiFi.

of our daily lives. But, this doesn’t mean is noisy.

Our attention span is 8 We want a personal
we’re analog-phobes. We love our seconds, and we multi- experience.
“unplugged” time, despite FOMO task across five screens. 72% of us want to connect
(fear of missing out). to personalized content
across all devices.

—
Bottom Line
Connect the dots between digital and offline communications. Keep in mind that
things like responsive websites are just table stakes now. We want to be wowed.
Family Life

“You think I’m crazy? Wait

until you meet my family!”
Family Life

The idea of a “traditional” Family structures

are changing.
My family’s different,
deal with it.
family structure is obsolete. One-third of us live in a
single-parent household.
Our families are more
diverse—ethnically, racially,

(Think: Modern Family is the

and religiously—than half
a generation ago.
Our grandparents
new norm.) live with us.
Multigenerational We have strong
family households have family values that
Our families are just more diverse — we have doubled since 1980. mirror our parents’.
single parents and multiple generations in our 88% of us are extremely close
to our parents and even refer
homes. We also happen to be super close to to them as our best friends.
our parents and feel comfortable talking about
what was once taboo (thanks to TV programs
like Glee).

—
Bottom Line
Our support system helps us make big decisions, so engage us and them. Connect
with our parents, guidance counselors, and friends, being mindful of the channels
and messages that appeal most to each group.
Social Issues

“I act like I don’t care,

but I do more than
you think.”
Social Issues

On-demand access to We believe marriage

equality is a
We support
sustainability and
information (thanks, fundamental right.
80% of us supported
renewable energy.
76% are concerned about

interwebs) and a greater legalizing it long before the

government actually did.
human impact on the planet.

diversity all around us has We grew up watching

We care deeply
about our world.
expanded our worldview. international news.
78% worry about world
77% believe that businesses
should make “doing good”
hunger. central to their mission.
We grew up hearing about and talking
about matters like marriage equality and
global warming. We care about human
rights, our impact on the planet, and helping
change what we don’t like about the world.

—
Bottom Line
Invite us to be a part of something bigger than ourselves. We jump at the chance to
speak up or join a social cause.
Careers

“I want to do something
today that my future
self will thank me for.”
Careers

We may be young, but we’re already fiercely We’re influenced to
work hard and pursue
entrepreneurial and future focused. And we’re a career early.
very realistic when it comes to working hard 55% of us feel pressured
for success. A lot of our parents lost jobs by our parents to get early
professional experience.
during the recession, which makes us more
inclined to consider self-employment. We’re future focused,
but we’re ready to
We have more access
to mentorships and
training programs.
50% attend middle or high
schools that offer classes in
how to start and run a business.
Many of our parents
lost longstanding jobs

Ultimately, we want what start taking steps now.

77% are extremely
during our childhood.
We question loyalty to any

we do to mean something.
interested in volunteering to given employer, and 74%
gain work experience. would rather work for ourselves.

—
Bottom Line
Show us the tangible things we can achieve together. Job-oriented challenges — 
like real-life training or working directly with companies — should be woven into the
fabric of our educational experiences.
Education

“Homework.
Because 7 hours of school
wasn’t enough.”
Education

Even though we’re already We just Google it.

85% of us do research online
We’re under
enormous pressure.
career-oriented, we want and 33% watch lessons
online to educate ourselves.
46% are more worried about
our GPA than having friends,

a college degree first.

Yes, we’re
entrepreneurial. But
We recognize that a college education is we want the degree.
important, but we want a global education. Half of us will be university
educated, compared to
Our learning experiences are no longer one-third of Millennials.
confined to school buildings or campuses.
They’re increasingly self-directed and digital.
fitting in, being popular, or
staying healthy.
We’re far savvier than
you give us credit for.
64% consider earning an
advanced degree as one
of our life goals.

—
Bottom Line
Help us apply what we’re learning in real time. Don’t just teach us what to think — 
teach us how to think and how to make an impact.
Privacy and Safety

“We always make sure we

know where the exit door
is in movie theaters.”
Privacy and Safety

Although we do feel We take privacy

into our own hands.
We’re becoming
more guarded.

compelled to post Only 18% of us share “a lot”

online, and 1 in 4 left
42% of us are now sharing less
than we did two years ago.

constantly on social media,

Facebook in 2014 for more
private and controllable
In fact, we’re worried
we’re also increasingly
networks like Snapchat.
about both online and
offline safety.
sensitive to oversharing.
Oversharing is Among students aged 12 to
overrated. 18, there were 615,600 victims
81% of us think our peers of theft and 749,200 victims
We need to have control over exactly what we share too much online. of violence last year. More
than 25% of us nationwide are
share, and when, where, and with whom. This the targets of bullying.
goes hand in hand with our general safety — 
at school, in our communities, and in public
places. We need to know that our worlds‚
online and off, are safe spaces for us.

—
Bottom Line
We take an active role in securing our safety and privacy. Show us what you do to make
your campus a comfortable and safe experience. (Our parents will appreciate this too.)
Health

“I enjoy long, romantic

walks to the fridge.”
 Health

Look, we like to eat. We spend the

majority of our
We grew up in a
health-crazed world.
But we’re becoming allowance on food.
We get about $17 per
Awareness of animal cruelty
means we’re more likely to

more aware of issues like week in allowance, or try a vegetarian diet, and
$44 billion a year total. we’ve been influenced by

obesity and animal cruelty.

nutrition-promoting public
figures like Michelle Obama.
We spend more
because we make
Because of these factors, we’re more likely healthier food choices. Yet we’re sedentary.
to try healthy options like a vegetarian 58% of us are willing to pay We spend more than 7½ hours
a day in front of a screen.
more for organic and natural
lifestyle. We naturally identify with brands products, and sodas like Pepsi
that advocate for organic, locally sourced, and and Coke are down 40% in
the last decade among the
farm-to-table methods, because they make us older part of our bracket.
feel good, nutritionally and emotionally.

—
Bottom Line
The experience in your dining and fitness facilities needs to be awesome. We’re
not gonna lie: this is a huge evaluation point for us with colleges and universities.
We want to feel supported in our healthy decision-making.
Entertainment

“Finishing a good movie,

then having to face the
reality of my boring life.”
Entertainment

When it comes to Misfit is the new

superhero.
We gravitate
toward escapism.
entertainment, we’re We connect with characters
from Scott Pilgrim vs. the
We’re into gaming, television,
movies, books, music, role-

especially drawn to
World, Guardians of the playing games, and more.
Galaxy, Glee, The Maze

underdog characters that

Runner, The Hobbit, and
many more. We escape the
world out of worry
change the world against all We’re drawn to
or boredom, but
we believe in our
doomsday themes.
odds. An everyday person We like movies that show
own power.
9 out of 10 of us feel

overcoming adversity starts

youth rising above— optimistic about our
The Hunger Games, own future.
Divergent, War of the
to feel like our own lives. Worlds, World War Z, and
The Day After Tomorrow.

(Lookin’ at you, Katniss.)

—
Bottom Line
Our entertainment choices reflect our belief that an ordinary person can make a difference.
Allow us — the ordinary individuals — to play an active role in your storytelling.
Finances

“It’s pretty annoying

that all the things
I want cost money.”
Finances

Our biggest worry about We feel the residual

emotional effects of
We’re in control of
our spending.
college is graduating with the recession.
65% of us worry about the
One-third of us have an app
for finance, budgeting, or

tons of debt. So we’re economy in general. banking on our smartphone.

gonna grill you about the We grew up hearing

about college debt.
We’re concerned about
employability.
long-term value of your 57% of us would rather
save money than spend it
We need to know that our
investment in a four-year

four-year degree. immediately. degree will begin to pay off

immediately.

—
Bottom Line
We’re already working on being responsible with our money. So help us understand how
we’ll be better off by investing in our education.
Outlook

“What do you
stand for? Because
it matters to me.”
Outlook

Yes, we’re realistic and We’re sick of

manufactured
We’re done with fake
everything, really.

cautious, but we’re also

advertising. Give us natural, organic,
$40 billion was spent and authentic; brands like

optimistic about how we

on advertising and Zappos and Chipotle have
marketing in 2014. won our hearts.

can shape the future. We’re done with We are idealistic.

fake people. We believe it’s up to
Older generations can learn a lot from us, We speak out against us to make the world
a better place.
and they should take us more seriously. So photoshopped models.

should brands. Carefully crafted marketing

messages may get our attention, but they
won’t necessarily win our loyalty.

—
Bottom Line
For us, #nofilter says it all. We prize transparency and authenticity. So be real. Be
approachable. Have clear values that we can get behind, and then listen to what we
have to say.
What do the next five
years look like?
The Next Five Years

Technology will
remain a dominant
force in education.
The Next Five Years

Increased scrutiny of student Data in exchange for Crowd-sourced lesson plans,

data across social media,
digital browsing, and other
online touchpoints.
Top ed-tech companies boast that
they’re collecting millions of unique
data points on each child daily, and
there’s no end in sight.
ultra-personalized content
and experiences.
Students’ walls around privacy will
begin to crumble when they realize
the value of exchanging their online
behaviors for a more focused and
relevant experience.
information fluency, and
digital citizenship behavior.
Lectures and the one-size-fits-all
approach to learning are out. New norms
of appropriate, responsible behavior with
regard to technology use are in.

The evolution and adoption Digital’s role in physical

of wearable technology.
Wearables can be important learning aids
in and out of the classroom. They could also
be a relevant part of the mobile campus
ecosystem to provide students with ready
access to campus information and services.
environments and the
convergence of a truly
integrated experience.
Imagine campus tours and visitor’s
centers where devices and online
content can enhance the experience.
The Next Five Years

Population and enrollment will grow and diversify.

PUBLIC VS. PRIVATE RACE AND ETHNICITY

Both public and private institutions will A growing number of college attendees
see an 8% increase in enrollment. will be first-generation minority students.

Enrollment of Minority students already

Hispanic U.S. residents account for
will increase
nearly 40% of Over one-third of us
8%
high-school graduates. will be bilingual,

27% speaking Spanish

and English.
The West Coast and Southwest should see the By 2023, it will be about half.
largest increases overall.

STATUS

The traditional student population will grow, but in new ways.

Enrollment of Enrollment of Enrollment of Enrollment of

full-time students male students 18- to 24-year-olds female students
will increase will increase will increase will increase

12% 9% 9% 18%
This generation will
change our world—

for good.
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