Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (2023)

Just after April Fools’ Day in 2017, Pepsi debuted a short film that seemed to many like a bad joke. In the two-and-a-half-minute Live for Now advert, Kendall Jenner joined a protest against nothing in particular; the model marched with a laughing crowd who were waving signs bearing vague slogans like “Join the conversation”. At the climax, Jenner approached a stern police officer with a can of Pepsi, and a photographer captured the moment when she, apparently, achieved world peace.

The advert was pulled a day after its release. Viewers accused Pepsi of trivialising Black Lives Matter and minimising police brutality; Martin Luther King’s youngest child, Bernice King, tweeted, “If only Daddy would have known about the power of #Pepsi.” The company issued an immediate apology: “Clearly we missed the mark … We did not intend to make light of any serious issue.”

Multiple people would have signed off on the scripting, production, filming and release of this advert – and it seems that no one, at any point , thought it was a bad idea. Luckily, five years on, there’s now an easy way for companies to avoid making this kind of internet-breaking faux pas: grab yourself a Z-level executive.

If the C-level are an organisation’s highest-ranking members – the chief executive officer (CEO), chief operating officer (COO) and chief financial officer (CFO), for example – the Z-level are their generation Z counterparts: young but not necessarily junior employees who advise companies on how to sell to their generation.

Gen Z, those born from the mid-90s to the early 2010s, are touted as a demographic cohort unlike any other: experts have found them to be the most diverse, well educated and confrontational yet. Businesses are nervous about employing young people who are online and outspoken (in 2019, Forbes ran a piece entitled “Gen Z At Work – 8 Reasons to Be Afraid”), and heritage brands are unsure about how to market to them. That’s where the Z-level come in.

Last June, New York PR agency Berns Communications Group established the Z Suite, a group of 35 students and influencers who provide brands with insights about Gen Z. In return, they are offered enviable networking opportunities, as well as hotels and transport (as of yet, they’re not paid for their time). At the same time, the largest PR company in the world, Edelman, set up its Gen Z Lab with a similar objective, wrangling 250 Gen Z employees and hiring 26-year-old British-American fashion designer Harris Reed as “ZEO” (it’s pronounced, in the US way, with a “zee”).

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (1)

Edelman has clients such as Dove, Unilever, Samsung and Shell, while Berns Communications works with Alibaba, Klarna and American Eagle among others. In April 2022, 21-year-old Z Suite member Clay Lute logged on to his computer and addressed 14 chief executives and 24 high-level executives from some of the world’s biggest fashion brands. Though he has yet to graduate from the New York fashion business school LIM College, Lute was faced with vice-presidents and board members decades his senior, all eager to hear what he had to say.

(Video) Generation Nord One-Shot

Stephen Sadove – former chief executive of Saks and the call’s moderator – had asked Lute to give Gen Z’s perspective on sustainability. Lute discussed water pollution and mushroom leather (a vegan product that can be used to make shoes, bags and coats). He explained that even though he “didn’t come from a lot of money”, he was prepared to pay more for ethical products. He began writing about fashion as a teen and has worked as a stylist, influencer and merchandising intern for brands such as J Crew, Calvin Klein and Todd Snyder. It is difficult to believe he’s just 21 – he radiates the authority of a seasoned speaker twice his age. “I was sweating behind the Zoom camera,” Lute confesses. “People at that level being interested in what I had to say was fantastic.”

The Z Suite and the Gen Z Lab offer advice on diversity, identity, inclusivity, social justice and climate change. The Z Suite operates like a thinktank, with discussions surveys and panels, while the Gen Z Lab directly helps brands with both advertising and corporate activism. As the purchasing power of “zoomers” grows – at the end of 2021, Bloomberg found they had $360bn (£290bn) in disposable income – companies are keen to cater to them.

Gen Z advisers such as Lute also encourage brands to change their practices behind the scenes. “What I’m here to explain to them is that Gen Z as a consumer will abandon you if you’re not ethical,” he says. A 2021 survey by market research group Forrester found that 51% of Gen Z consumers in the US will do research into companies to ensure they “align with their position on corporate social responsibility” before making a purchase. Lute is passionate about supply chains, factory conditions, sustainability and diversity – he’s also worried about barriers that prevent women of colour from entering the fashion industry, such as childcare access.

“Gen Z is often dubbed the woke generation or the generation that cares too much,” he says. “But we are the first generation to grow up in a fully digitised world. Since we had a phone, we were able to experience the perspectives of everyone around the globe.” Lute vividly recalls reading about the Rana Plaza disaster as a preteen; in 2013, the garment factory in Dhaka, Bangladesh, collapsed, killing 1,134 people. “We’ve been forced to care,” Lute says, “because we’ve seen the suffering of an entire universe.”

Harris Reed says he is part of the generation that is “really pivoting towards change”. If businesses don’t take notice, he says, they’ll fail. “Friends of mine will only purchase from companies where they know what their money is going towards,” he says. “Once your older clientele dies off, not to be rude, but who’s buying your product?”

Reed is the world’s only ZEO. It’s a cute pun – in practice, the 26-year-old is the “cultural and creative adviser” for Edelman’s Gen Z Lab. He is also an “entrepreneur”, although he uses the word self-mockingly, putting his hands on his hips and jutting out his chin.

At 15, Reed met publicist Kelly Cutrone at a book signing, and his father – Oscar-winning documentary producer Nicholas Reed – encouraged him to work with her. “I kind of lied about my age and told her that I was about to turn 18,” Reed laughs. Cutrone immersed him in the fashion world, and today he designs for his own company. He has dressed Harry Styles and had his work exhibited in the V&A. Last September, he was appointed creative director for French fashion house Nina Ricci.

Why did he add ZEO to his already frighteningly long CV? “A lot of the clients that Edelman has are people I would really love to challenge,” he says, his long auburn hair set against a black shirt, rings adorning every finger (the index and middle fingers of his left hand sport a chunky silver H and a chunky silver R). “My passion is to see how we can explore not only Gen Z and how they are communicated to, but how we can look at fluidity in so many different ways.”

Reed is gender-fluid, uses he/him pronouns and came out as gay at nine. “I was in Arizona at the time and was constantly bullied and ridiculed. There wasn’t one day when I didn’t cry and eat my lunch in the bathroom stall as a little beat-up gay kid,” he says. Then, with a facetious eye roll and tongue-click, he jokes: “Throwback!” His generation, he says, demand that companies do more than “stick a queer person on a billboard” – they need to see organisations “actually giving back” to LGBTQ+ charities who support young queer and trans people.

(Video) Endelyn's Theatre - NPC D&D Compilation 9

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (2)

When we speak, Reed has been Edelman’s ZEO for a few months. He’s already pitched “controversial” projects to clients via the lab. “I come in and I’m loud and I’m crazy and I have my red hair and I’m floating all over the place and I’m like, ‘Use these photographers! Use these people! This is how we should communicate! Don’t make some weird old-ass campaign!’” He’s been giving “major companies” advice on how to explore gender fluidity. “I’ve been able to give feedback where I say: you’re not going to have a customer in 10 years if you keep your packaging super male with this font and really dark grey, and then your feminine one super girly and swirly and cute,” Reed says. One client he’s working with is “very open-minded” about exploring sexuality and even “visually exploring some topical issues that are going on in the United States about abortion” (for client confidentially reasons, he can’t go into the specifics).

Reed wants the companies he works with to improve conditions for queer employees, so everyone can feel comfortable at work. It all sounds good on paper – which is perhaps the whole point. How does Reed handle the fact that businesses might do the right things for the wrong reasons? Does it matter that brands only want to improve the world if they can also improve their quarterly reports? “Whether a company wants to be sustainable or open for the right reasons doesn’t matter,” he says. “They have to step up or they’re not going to succeed.”

In a December 2021 survey of almost 10,000 Gen Zs, Edelman found one in three wanted brands to take responsibility for wrongdoing; 90% wanted the brands they buy from “to get involved in causes that better the world”. Reed says ad campaigns will only land with Gen Z if brands do things properly: “I always tell people, ‘If you want to do something queer, pay a queer person a consultancy fee and it will be well received, because it will be authentic.’”

So far, Reed has been pleased by the response from older generations. “I’ve met a couple of people who I was quite surprised were actually very passionate about this change,” he says. “Whether that passion comes from a little bit of fear, whether that passion comes from excitement, I can’t tell you.”

After 3pm BST is the optimal time for the Gen Z Lab to meet via video – it has members from Dubai, Spain, Colombia, Mexico, France, Canada and the US, among others, so time differences have to be taken into account. On an overcast (at least, in London) Tuesday afternoon, 18 members of the lab meet three of Edelman’s senior staff to brainstorm ideas for a client.

They sit in squares on the screen like an ensemble cast. There’s Jasmine Jordan in Chicago, a self-described “influencer whisperer”. There’s Judith Lleixà in Madrid, her hair tied back and her eyes scrutinising behind wire glasses. There’s Giselle Huasipoma, speaking unafraid and unfiltered from her bedroom, a rail of jackets and handbags behind her.

“We have an opportunity from a global tech client who is interested in fashion and sustainability,” begins Kary Laskin, Edelman senior vice-president (while Reed often leads the lab, his schedule means he does not participate in every session). “They are interested in understanding fast fashion and how Gen Z evaluates that.” The client – I’m not told the name for confidentiality reasons – will shortly be working on a global multimarket campaign and the Gen Z Lab can “directly inform” how it is executed.

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (3)
(Video) The Rise and Fall of Geek Culture

Courtney Miller, Edelman executive vice-president, asks the Lab how they know if their fashion choices are sustainable; what cues they look for. Jordan, the first person to speak, says she checks labels to see if the material can be recycled and researches companies to see if they have sustainable practices. The second speaker, Lleixà, says she doesn’t have time to Google every time she wants to shop. She prefers to buy secondhand – that way she is doing the recycling and therefore consuming more “responsibly”. This doesn’t feel like something big brands would like hearing – that Gen Z would rather buy old clothes from a charity shop than invest in shiny new stuff. But evidently, knowledge is power. As of last summer, leading brands from COS to Gucci were selling secondhand products through their own resale programmes. If you can’t beat ’em, sell to ’em again.

Next to speak is Huasipoma, an influencer marketing coordinator at Edelman’s offices in New York. She says she used to read labels but became disillusioned after realising “cruelty free” and “recyclable” claims were not always what they seemed. “I feel like I’ve been let down, and can’t really trust any brand,” she says. She feels some initiatives are just “a setup” – she used to work in retail and saw first-hand how hype about natural dyes contrasted with all the plastic packaging in the supply chain. This is corporate greenwashing – when companies make themselves look eco-friendly to the public but continue to tear up our planet behind the scenes.

“I want to see inside a brand without having to work at the brand,” Huasipoma says when we catch up after the Gen Z Lab session. “I want to see step by step: where is this coming from and how does it land on my body? I want to see the whole process and make sure I feel morally correct when I’m wearing something.”

But Gen Z won’t just call you out for dumping waste in the ocean or paying slave wages – Huasipoma says they’ll also laugh in your face for the crime of being cringe. “We will make fun of you, we kind of don’t care,” she says. “The most important thing for clients to understand is not being cringy.” Trying to cater to Gen Z by “being late to trends and things like that” can be disastrous.

Pepsi aren’t the only brand to make a misstep: in 2020, Domino’s Australia dropped a “free pizza for Karen” campaign meant to capitalise on the slang term for angry and entitled middle-aged women (people complained that the company should find a more worthwhile cause and not reward already privileged people). Later that year, fashion retailer Gap was mocked when it marked the US presidential election by tweeting a picture of a half-blue, half-red (ie, half Democrat, half Republican) hoodie.

Maya Penn was born in 2000. By 2008, she had founded her own sustainable fashion company. Maya’s Ideas began when she started making clothes from vintage fabrics lying around the house and, impressed, her parents encouraged her to sell them online. Penn coded her first website at 10 and personally answered emails from customers. She did her first Ted Talk at 12. Barack Obama commended her for “outstanding achievement in environmental stewardship”. It feels like she should be retiring, but she’s only 22.

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (4)

“I think that young people have more tools to express themselves and also to explore non-traditional career paths than they did before,” Penn says. She is a Z Suite speaker, and took part in a daylong forum in New York, which included talks on trends, sustainability and ethics, and a CEO-ZEO dinner.

“When I started working in retail and fashion, the industry dictated what consumers wanted,” says Stacy Berns, the 56-year-old founder of the Z Suite. “Now, through technology, consumers dictate everything. And it changes quickly, so it’s even more important to connect Gen Z influencers and business voices.”

(Video) A Show of Scrutiny | Critical Role: THE MIGHTY NEIN | Episode 2

Berns has seen 80-year-olds clamouring to chat with 20-year-olds, but don’t people like Penn feel their elders are passing the buck? “I’m someone who always calls for more intergenerational collaboration, because that is the way we’re going to see real change,” she says. When she consults for Fortune 500 companies, she impresses upon them that they have the power to change the world. “It’s important for them to really understand the urgency,” she says. “My generation are going to have to live with the consequences of what these companies are doing.”

Ziad Ahmed runs his own Gen Z-led marketing agency, JUV Consulting, in New York. It won’t surprise you to hear that he set it up at 16. “I had no idea what I was doing in so many ways,” says Ahmed, 23. Clients didn’t necessarily get it either – back then, people referred to him as a millennial. But over the past few years, Gen Z has “made adults reckon with the power of our generation … We’ve seen young people mobilise against gun violence, against police brutality, against systemic injustice and racism, against climate injustice.”

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (5)

Ahmed says the more headlines that zoomers generate, the more clients clamour to understand them. At the start of the pandemic, JUV worked with JanSport on an “Unpack That Challenge”, which encouraged people to empty their backpacks and stay home to contain the virus. As part of the campaign, 10,000 backpacks were donated to poverty non-profit World Central Kitchen, which filled them with food and gave them to students in need. “We are so unapologetically a political company, it’s embedded into everything we do,” Ahmed says.

But why bother with brand consulting? Why isn’t Ahmed just running an activist group? “I never expected to be in marketing,” he says. “But it has often been marketers who are first to say: ‘Please teach me, I need to understand culture, I need to understand Gen Z.’” He also works with “political change-makers” and non-profit leaders, and runs awareness campaigns.

Not everyone is convinced by the marriage of marketing and activism. Alex Myers, the chief executive of communications group Manifest, called Harris Reed’s ZEO appointment “cringeworthy” and “a coal-fired smokescreen that’s fooling nobody” in a Medium blog. He noted the “nepotiZm” of 27-year-old Amanda Edelman’s appointment as the Lab’s Gen Z operating officer (or ZOO); Amanda is the daughter of the firm’s CEO, Richard Edelman. Myers also pointed out that Edelman works with the American Fuel and Petrochemical Manufacturers trade association.

Labs and suites created by PR agencies are not the only way executives are interacting with zoomers – things are also happening more quietly, behind the scenes. Reverse mentoring – where a junior employee educates a senior one – is increasingly popular. “I was really nervous in the beginning,” says 26-year-old Ammarah Dhorat, a team leader at credit management company Lowell, who reverse mentors its chief executive, Colin Storrar. Dhorat and Storrar have spoken about politics, social media and the cost of living crisis, and she’s suggested how internal communications could be improved. She’s even told him about her upbringing as a young Muslim, down to the curfews she had as a kid.

“He knew certain stuff about my religion, but my journey, my upbringing, he found really interesting because if you were to compare it to how he probably parents his children, it’s quite different.” Storrar was surprised, for example, that Dhorat’s parents didn’t allow her to go to university, and was impressed by her subsequent career success. “I’m probably one of the first in my household to buy a house, go into property investment, and one of the first women in the family to break stereotypes, and he found that really informative and educational,” she says. After sharing all that, Dhorat is no longer nervous going head-to-head with the chief executive: “Now it’s like speaking to my neighbour.”

Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’ (6)
(Video) To The Skies | Critical Role | Campaign 3, Episode 23

Gen Z-ers who give advice to their elders seem remarkably confident, eloquent and far, far older than their years. But sometimes confidence can mask real fear. “I am scared when I tell a CEO they are wrong,” Ahmed says. “I would say I’m scared all the time.” It remains to be seen whether labs and suites will produce any meaningful change, or merely help companies better mask poor practices. Perhaps that is something else to fear. “I am scared that we care so much, and we advocate so loud, but that the world will not change in a way that it needs to,” Ahmed says.

Reed isn’t so scared. Between June 2022 and Easter 2023, the Gen Z lab worked with 50 clients, contributing $14m to Edelman’s revenue. The lab has run events in Lisbon, Chicago and Hong Kong, and clients have invited “challenging” conversations. Reed says companies are more comfortable than ever “with being brave and being accountable.”

While millennials have been characterised as suffering from burnout and impostor syndrome, Reed thinks his cohort are loud enough and confident enough to continue to provoke real change. “Because there are all these platforms now like Instagram, Twitter, Snapchat, TikTok, it’s no longer this polished system. It’s about screaming out what you think is right,” he says. “It’s a generation that’s literally like: ‘Nope, we’re here. This is what we’re saying.’”


What are things Gen Z is obsessed with? ›

Social media is a huge trend for this generation. Instagram, Snapchat, and TikTok are, by far, the most frequently used platforms. One-quarter of Gen Zers spend five hours or more per day on TikTok. TikTok continues to soar in popularity among members of Generation Z (4,600% in 5 years).

What is Gen Z known for? ›

Generation Z considers itself more accepting and open-minded than any generation before it. Almost half of Gen Zs are minorities, compared to 22% of Baby Boomers, and the majority of Gen Z supports social movements such as Black Lives Matter, transgender rights, and climate change.

What is the age range for Gen Z? ›

Aged between eight and 23 years old, generation Z or the post-millennial generation will take the lead in a few decades.

What is unique about Generation Z in terms of marketing? ›

Personalize Content. Personalized content is a proven strategy across marketing personas, but it's an absolute must when marketing for Gen Z. In fact, 81% of Gen Zers prefer personalized ads, compared to 57% of Millennials and 42% of Baby Boomers.

What mental issue does Gen Z have? ›

According to a February 2022 Ogilvy study, 70% of Gen-Zers say their mental health needs the most attention or improvement. And an American Psychological Association report found that Gen-Z is more likely to report mental health concerns than any other demographic group.

How old are Gen Z in 2023? ›

Members of the Gen Z years were born between 1997 and 2012. So as of 2023, the Gen Z age range is anywhere from 11 to 26. They are commonly referred to as the first fully “digitally native” generation.

What are 5 distinct characteristics of Gen Z? ›

Characteristics of Generation Z
  • They're money-driven and ambitious.
  • They love to travel.
  • They're prone to anxiety.
  • They're known to set boundaries.
  • They're avid gamers.
  • They're nostalgic.
  • They use social media in a unique way.
Feb 15, 2023

What does Gen Z value most? ›

They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own.

Why are Gen Z so good? ›

What are the values of Gen Z? Gen Z is known for being resourceful, independent learners who value diversity and inclusive culture and place a priority on well-being and mental health in the workplace. They are fiscally conservative with a keen focus on investing and income. Gen Z values justice and equity.

Is a 25 year old a Gen Z? ›

In a 2022 report, the U.S. Census designates Generation Z as "the youngest generation with adult members (born 1997 to 2013)." Statistics Canada used 1997 to 2012, citing Pew Research Center, in a 2022 publication analyzing their 2021 census.

Is a 30 year old a Gen Z? ›

While the dates are still a bit up in the air (some argue that the oldest Zoomers were born in 1995), Pew Research defines members of Gen Z as anyone born between 1997 and 2012. That means the group spans ages 11 to 26 in 2023.

What year is Silent Generation? ›

What is Gen Z buying behavior? ›

Gen Z'ers consumer characteristics tend to reflect their pragmatic approach to money and education. Other key influences are their affinity for technology, their belief in social causes, and a strong individualistic streak.

What does Gen Z want in a brand? ›

About three-fourths of Gen Z say that they are to be loyal to a company that speaks to social issues, posts information, or has advertisements about social change1.

What attracts Gen Z to brands? ›

Seek out and promote user-generated content. Gen Z prefers seeing actual customers in promotional materials. As many as 82% trust a brand more if they use real customers in advertising, while only 26% of respondents trust a company more if they feature paid spokespeople.

Which generation has the most trauma? ›

But Generation Z is likely the most aware of (and most openly vocal about) the concept of trauma, its lasting mental health aspects, and mental health conditions in general. Gen Z consists of people born between 1997 and 2013, meaning in 2023; they are the population of 11 to 26-year-olds.

What does Gen Z struggle with the most? ›

'Devastating – economically, socially and much more'

In the short term, Gen Z's stress is leading to ambivalence and withdrawal in their professional lives. According to 2022 data from Gallup, they are the most disengaged group at work. They also report more overall stress and work-related burnout than other cohorts.

How old will Millennials be in 2050? ›

The millennial generation includes individuals born between 1981 and 1996. 12 Members of this group are between the ages of 22 and 37 as of 2018. By 2050, they will be between the ages of 54 and 69.

What is the newest generation called? ›

What birth years define Generation Alpha? The term Generation Alpha refers to the group of individuals born between 2013 and 2025. This is the generation after Gen Z.

What are the 7 living generations? ›

2022 Generation Names Explained
  • The Greatest Generation – born 1901-1924.
  • The Silent Generation – born 1925-1945.
  • The Baby Boomer Generation – born 1946-1964.
  • Generation X – born 1965-1979.
  • Millennials – born 1980-1994.
  • Generation Z – born 1995-2012.
  • Gen Alpha – born 2013 – 2025.

What are negative traits of Gen Z? ›

Gen Zers are addicted to technology and can't handle face-to-face interactions. Gen Z is infamous for being the first generation that can't clearly recall a time before the Internet.

What do Gen Z do for fun? ›

And it looks like Gen Z is indeed shaping up to be a homebody generation as well: Looking at their favorite activities by age, 13-18-year-olds are the most likely to say they “go out with friends” for fun in an average night, but playing video or mobile tops their list, followed by watching TV or movies.

What are Gen Z beliefs? ›

While earlier generations grew to feel strongly about social causes, Gen Z became socially focused at a very young age and is passionate about social justice issues. They believe in and care very much about equality.

What is the motto of Gen Z? ›

Let Me Play and Let Me Loose: Gen Z's Motto At Work.

What are Gen Z buying the most? ›

According to a recent survey of Gen Z's shopping habits, the top products consumers in this age group (defined as those aged 18 to 24) purchase online are those in the clothing and shoes category. As many as 65% of Gen Z shoppers—or close to two in three—say they get these items over the internet.

Are Gen Z better with money? ›

Millennials save more money, but Gen Z takes on less debt. As witnessed by many today, this younger generation comes in with the knowledge of past mistakes, making them a wiser force to reckon with. The data shows the difference: 35% of Gen Z already have business plans or have started a business.

What is the smartest generation? ›

Gen Z is also the smartest and best educated generation. Having an unlimited wealth of information at our disposal has not gone to waste. In America, 57 percent of Gen Z is reported to have enrolled in a two-year or four-year college, compared to 52 percent of Millenials and 43 percent of Gen X.

Who is the strongest generation? ›

The Greatest Generation commonly refers to those Americans who were born in the 1900s through the 1920s. The Greatest Generation members all lived through the Great Depression and many of them fought in World War II.

What is the least parented generation? ›

Gen Xers would come to be known as one of the “least parented, least nurtured generations in U.S. history,” with parents divorcing at historic rates as both mom and dad worked in pursuit of an American Dream.

Are Gen Z having less babies? ›

The U.S. birthrate is at its lowest since the 1970s, and that's because more American millennials and Gen Z are deciding not to have kids than previous generations.

What is the political makeup of Gen Z? ›

Generation Z is generally alike to Millennials on political and social issues. Generation Z has been reported to be "progressive and pro-government", though this narrative has been challenged, particularly in Europe. The generation is largely in favor of LGBT rights, gender equality, and access to abortion.

Why is it called the Silent Generation? ›

The term “Silent Generation” was first documented in a 1951 Time magazine article, which claimed that the most startling fact about this generation was its silence: “By comparison with the Flaming Youth of their fathers and mothers, today's younger generation is a still, small flame.” The generation's “silent” behavior ...

What are 28 year olds called? ›

Generations defined by name, birth year, and ages in 2023
GenerationsBornCurrent Ages
Gen Z1997 – 201211 – 26
Millennials1981 – 199627 – 42
Gen X1965 – 198043 – 58
Boomers II (a/k/a Generation Jones)*1955 – 196459 – 68
3 more rows
Jan 19, 2023

What are 30 40 year olds called? ›

A person between 30 and 39 is called a tricenarian. A person between 40 and 49 is called a quadragenarian. A person between 50 and 59 is called a quinquagenarian. A person between 60 and 69 is called a sexagenarian.

Is Gen Z smaller than Millennials? ›

Gen Z is currently the smallest adult population in U.S.

Even once all of Gen Z are grown, they'll still be a smaller generation than millennials.

What's before the lost generation? ›

Generations in Anglo-American History
GenerationBirth YearsEra in which Members Came of Age
Progressive1843–1859Reconstruction & Gilded Age
Missionary1860–1882Third Great Awakening
Lost1883–1900World War I & Prohibition
23 more rows
Jul 19, 2012

What are 3 characteristics of the Silent Generation? ›

Silent Generation characteristics
  • Traditional values. Cultural and social forces emphasized values such as hard work, loyalty and thriftiness when the Silent Generation was coming of age. ...
  • Financial prudence. ...
  • Interpersonal respect. ...
  • Determination. ...
  • Resilience. ...
  • Work ethic. ...
  • Analog sensibilities. ...
  • Self-sacrifice.
Mar 10, 2023

What generation is an 84 year old? ›

Understanding Generation X

Baby Boomers (circa 1946 to 1964) Generation X (circa 1965 to 1980) Millennial Generation (circa 1981 to 1996) Gen Z (post-Millennial) (circa 1997 to 2012)

What is Gen Z attitude to money? ›

Nearly 3 in 4 Gen Zers say they would rather have a better quality of life than extra money in the bank. In fact, experiences matter more than money to Gen Z, as 66% say they are only interested in finances as a means to support their current interests.

What kind of buying habits do Gen Xers have? ›

According to a HubSpot report, 73% of Gen Xers prefer to purchase products in-store, but when they do shop online, 53% favor big-box retailers like Amazon. Overall, about one in four Gen X shoppers like to go directly through a company's website, and just 13% prefer to purchase products through social media apps.

Does Gen Z like free stuff? ›

Gen Z loves free stuff. Who doesn't? But it goes deeper than our inherent desire to enjoy free product. This is not an open endorsement to give away your product 100% of the time either.

What products are Gen Z looking for? ›

According to a 2021 Consumer Culture Report by 5WPR, Gen Z is prioritizing electronics, technology, health, and wellness. Conversely, Millennials and those from older generations prioritize travel and experiences, home goods, and furniture.

What do Gen Z shoppers really want? ›

Gen Z consumers are more likely to buy sustainable, high-quality, products. 73% of Generation Z consumers are willing to pay 10% more for sustainable products, according to a report from First Insight. They value personalised products and are often drawn to brands that share their point of view on political issues.

Do Gen Z like luxury? ›

Gen Z consumers are starting to buy luxury goods — everything from designer handbags and shoes, to watches, jewelry, apparel and beauty products — at age 15, three to five years earlier than millennials did, the report said.

What are Gen Z trends? ›

Driven By Values. 50% of Gen Zers firmly believe brands should take a stance on social issues such as climate change, racial justice, and LGBTQ+ rights). Gen Z is also the most racially and ethnically diverse generation, with 43% identifying as non-white.

What interests Gen Z the most? ›

  • Sports is Gen Z and Millennials' top hobby.
  • Gen Z is more likely than Millennials to say gaming and dance are top hobbies.
  • Art and music are also top hobbies for both gens, who prioritize creativity.
Nov 10, 2022

Why is Gen Z obsessed with the past? ›

Gen Z nostalgia is characterized by a deep longing for a simpler time. Overstimulation is the reason they want to dress and act like millennial's did in the early aughts. But isolation is the other factor at play. Gen Z is faced with a billion choices for any given decision.

Why are Gen Z obsessed with the 90s? ›

“Members of the millennial and Gen Z generations are especially likely to be prone to nostalgia for the 90s/00s now, as they remember their childhood, teen years and late adolescence,” she says. “Those years predate much of the stress imposed by dramatic transformations in the way we currently live.”

What does Gen Z spend money on? ›

Generation Z was raised on the internet and spends a significant amount of time using phones, tablets and other mobile devices to connect with friends as well as brands and influencers. They have high expectations for the appearance, functionality and security of the online stores they shop at.

What is Gen Z biggest challenge? ›

According to the Cigna study, 39% say worries about money are a major cause of stress. In addition, according to a study by DailyPay and Harris Poll, 48% say they are unable to move out of their parents' homes due to financial challenges, and 33% are concerned inflation will make it tough for them to buy a home.

Why is Gen Z the saddest generation? ›

Members of Generation Z report higher rates of depression and a number of other mental health conditions than do generations before them. At the same time, they are more likely than previous generations to report these problems, positioning those who seek help in a place to receive it.

What is the average age of marriage for Gen Z? ›

Gen Z, while focused on their goals for now, believe the average age they will get married is 27. Meanwhile, millennials have skewed the average age of marriage in the US to 32, according to The Knot 2019 Real Weddings Study.

Are Gen Z the saddest generation? ›

Gen Z has been called the 'most depressed generation' with the least positive outlook and diminished emotional and social well-being. They have more unmet social needs than any other generation. The statistics for their behavioural-health issues – mental and substance disorders – are alarming.

Why are Gen Z so socially anxious? ›

The idea of social isolation makes them even more anxious and uneasy, and makes them want to be socially involved all the time. Social anxiety can also be attributed to the changing nuclear family setup in modern India, where gen z are subject to helicopter parenting (J. L. Young, 2017).

What skills are Gen Z lacking? ›

According to a recent study by Dell, 37% of Gen Z said their education did not adequately prepare them with technology skills they would need for their job. Meanwhile, 44% said they only learned very basic computing skills.

Why Gen Z has anxiety? ›

Hofmann said social media, family issues and stress are main factors contributing to the weak mental health among college students. She also said the rise of violence in the country has caused a spike in anxiety among Gen Z. “We saw the trend with millennials and saw a greater impact with Gen Z,” said Hofmann.

Why is Gen Z obsessed with Zodiac? ›

Astro signs purport to be more meaningful and offer helpful insight, so Gen Zers enjoy seeing their experiences reflected back at them, served with guidance. Gen Z astrology content is highly personalised, with a lot of social media posts geared around the stereotypes of the specific signs.

Why are Gen Z overwhelmed? ›

Gen Z's social media habits are making them anxious, too

Social media compounds it all. While there are many benefits to social media, it's a double-edged sword because it can create pressure, insecurity and judgement. It's no surprise Zoomers feel pressure to have a picture-perfect image and life.

What is Gen Z nostalgic for? ›

Gen Z's nostalgia has extended to their taste in fashion. With 54% of Gen Z liking the style of vintage clothes, many trends from the 90s and Y2K have experienced a resurgence in the last few years. The generation have brought back 90s and early 00s fashion trends like glitter details, claw clips, and Von Dutch caps.


1. The Open Road | Critical Role: THE MIGHTY NEIN | Episode 5
(Geek & Sundry)
2. Lost & Found | Critical Role | Campaign 2, Episode 13
(Geek & Sundry)
3. The Howling Mines | Critical Role: THE MIGHTY NEIN | Episode 6
(Geek & Sundry)
4. Hush | Critical Role: THE MIGHTY NEIN | Episode 7
(Geek & Sundry)
5. The Gates of Zadash | Critical Role: THE MIGHTY NEIN | Episode 8
(Geek & Sundry)
6. Dungeons and Dragons: Pipe Dreamers Season 2 Session 11 (World of Io/Ioverse)
(World of Io - Ioverse)
Top Articles
Latest Posts
Article information

Author: Kerri Lueilwitz

Last Updated: 03/31/2023

Views: 6479

Rating: 4.7 / 5 (47 voted)

Reviews: 94% of readers found this page helpful

Author information

Name: Kerri Lueilwitz

Birthday: 1992-10-31

Address: Suite 878 3699 Chantelle Roads, Colebury, NC 68599

Phone: +6111989609516

Job: Chief Farming Manager

Hobby: Mycology, Stone skipping, Dowsing, Whittling, Taxidermy, Sand art, Roller skating

Introduction: My name is Kerri Lueilwitz, I am a courageous, gentle, quaint, thankful, outstanding, brave, vast person who loves writing and wants to share my knowledge and understanding with you.