Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Generation Z Demographic and Psychographic Overview

What Makes the Most Racially, Ethnically, and Sexually Diverse Generation in History Tick

About This Report
Generation Z represents more than 20% of the US population and has a collective buying power of $143 million. This report presents a demographic and psychographic overview of Gen Z and offers insights into what makes them tick.
Table of Contents

Executive Summary

Generation Z—which includes children, teens, and young adults born between 1997 and 2012—is the most racially, ethnically, and sexually diverse generation in history. As this cohort matures into a unique and powerful consumer bloc, brands hoping to win over Gen Zers must understand how they grew up, what they believe in, and what makes them tick.

How does Gen Z’s diversity affect its outlook on life?

In their formative years, US Gen Zers were governed by the nation’s first Black president and saw the legalization of same-sex marriage. They celebrate individual differences and gravitate toward brands and causes they perceive as authentic and inclusive.

Which social issues are the most important to Gen Z?

Social consciousness is a defining characteristic of Gen Z, and they are most passionate about racial equity. They also feel strongly about climate change, sustainability, environmental responsibility, gender equity, access to healthcare, an end to gun violence, and economic opportunity.

What does Gen Z expect from companies and brands?

Gen Z is more skeptical than previous generations and less likely to trust businesses to do good in the world. They are more likely to patronize brands that work to effect social change, share their values, and reflect their expectations of themselves.

WHAT’S IN THIS REPORT? Recent Gen Z demographic and psychographic data paired with insights about how this generation will help shape society, culture, commerce, and business in the years to come.

KEY STAT: There will be 67.8 million Gen Zers in the US this year, representing 20.2% of the population.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Generation Z Demographics
  1. Gen Z Psychographics
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report


Victoria Petrock


Jasmine Enberg
Senior Analyst
Jeane Han
Senior Researcher
Jennifer Pearson
VP, Research
Lauren Ruhlen
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client