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Mckinsey-Full Article PDF
Mckinsey-Full Article PDF
The influence of Gen Z—the first generation of true digital natives—is expanding.
Exhibit 2 The search for the truth is at the root of all Generation Z’s behavior.
‘Undefined ID’: Expressing individual truth I really like things that are unisex! I think it’s absurd
I need to be free; I need to be myself, increasingly that stores and brands split everything into “male” and
be myself, every day. With the internet, I feel much “female.” After all, fabric is genderless.
more free. —Female respondent, 22, Goiânia
—Female respondent, 22, city of São Paulo
Exhibit 3 The important thing is not to define oneself in only one way: 76 percent
of Gen Zers belong to a religion but are also more liberal.
Will agree to join someone who thinks Will stop buying brands and spread the
differently if there is shared cause, % of word about companies whose campaigns
respondents agreeing they regarded as ..., % of Gen Z respondents
agreeing
81 79
76
66
63
57
Baby boomer Gen Y Gen Z ... macho ... racist ... homophobic
and Gen X
Note: Based on an online survey conducted in October 2017 with 2,321 men and women from 14 to 64 years of age
and various socioeconomic brackets in Brazil.
Disagree 16 15 13
Gen Zers, with vast amounts of information at
their disposal, are more pragmatic and analytical
Baby boomer Gen Y Gen Z
and Gen X about their decisions than members of previous
Note: Based on an online survey conducted in October 2017 with
generations were. Sixty-five percent of the Gen
2,321 men and women from 14 to 64 years of age and various Zers in our survey said that they particularly value
socioeconomic brackets in Brazil.
knowing what is going on around them and being in
control. This generation of self-learners is also more
comfortable absorbing knowledge online than in
traditional institutions of learning.
Respondents who say that they are gainfully Respondents who say that having formal
employed, % or registered job is important, %
76 77
73 68 Agree
71
42
20 16 Indifferent
18
12 13 Disagree
9
Baby boomer Gen Y Gen Z Baby boomer Gen Y Gen Z
and Gen X and Gen X
Note: Based on an online survey conducted in October 2017 with 2,321 men and women from 14 to 64 years of age
and various socioeconomic brackets in Brazil.