Illustration by Serge Seidlitz

What Gen Z Looks Like

It’s your generation. And it’s different from the ones that came before. Here are snapshots of its habits, views, and hopes.

It’s the most diverse generation in American history. Its members possess untraditional views about identity, are creative and tech savvy, and are also passionate activists who are mindful about the environment and aren’t afraid to call out injustice when they see it.

Experts say Generation Z is poised to change society in enormously positive ways. So who makes up this increasingly influential segment of the U.S. population? According to the Pew Research Center, Gen Z includes kids, teens, and young adults who were born between 1997 and 2012, and they make up about 20 percent of the U.S. population, a whopping 67 million people.

Gen Z’ers—as they’re often called—have been strongly influenced by growing up during a politically divisive era in U.S. history, not to mention a pandemic, experts say. They’re aware of global problems, such as racism and climate change. And they’re determined to be part of the solution.

“What’s so interesting about Gen Z is it’s not that they’re going to change the world—they are already changing the world,” says Corey Seemiller, an expert on youth culture and a leadership professor at Wright State University in Dayton, Ohio. Today’s young people are “doing unbelievably remarkable things, not for fame or fortune, but because they see something that doesn’t feel right, and they want to make it better.”

It’s the most diverse generation in American history. Its members have views about identity that aren’t traditional. They’re creative and tech savvy. They’re also passionate activists who care about the environment and call out injustice when they see it.

Experts say Generation Z will change society in huge and positive ways. So who makes up this part of the U.S. population whose influence is growing? According to the Pew Research Center, Gen Z includes kids, teens, and young adults who were born between 1997 and 2012. Gen Z’ers, as they’re often called, make up about 20 percent of the U.S. population. That means 67 million people are in this age group.

Growing up during an era of deep political divides and a pandemic has shaped Gen Z, experts say. They’re aware of global problems, such as racism and climate change. And they’re aiming to be part of the solution.

“What’s so interesting about Gen Z is it’s not that they’re going to change the world—they are already changing the world,” says Corey Seemiller, an expert on youth culture and a leadership professor at Wright State University in Dayton, Ohio. Today’s young people are “doing unbelievably remarkable things, not for fame or fortune, but because they see something that doesn’t feel right, and they want to make it better.”

Meet the Generations

Generations are defined as groups of people born within certain 15- to 20-year spans.

SILENT GENERATION: Born between 1928 & 1945 

BABY BOOMERS: Born between 1946 & 1964 

GENERATION X: Born between 1965 & 1980

MILLENNIALS: Born between 1981 & 1996 

GENERATION Z: Born between 1997 & 2012

SILENT GENERATION: Born between 1928 & 1945 

BABY BOOMERS: Born between 1946 & 1964 

GENERATION X: Born between 1965 & 1980

MILLENNIALS: Born between 1981 & 1996 

GENERATION Z: Born between 1997 & 2012

2026

Year members of Gen Z will become the largest group of consumers in the U.S.

Source: Forbes

Year members of Gen Z will become the largest group of consumers in the U.S.

Source: Forbes

Most Diverse Generation

Gen Z members of voting age reflect the growing racial and ethnic diversity of the U.S.

Illustration by Serge Seidlitz | Source: Pew Research Center, 2020. Some figures do not add up to 100 percent because of rounding.  

Wanting More From Government

7 out of 10 Gen Z’ers say government should do more to solve problems; fewer than 5 out of 10 Baby Boomers agree.   

Source: Pew Research Center, 2018

Silent Generation: 39%. Baby Boomers: 49%. Generation X: 53%. Millennials: 64%. Generation Z: 70%

Silent Generation: 39%. Baby Boomers: 49%. Generation X: 53%. Millennials: 64%. Generation Z: 70%

Climate Change

Gen Z is concerned about the health of the planet.

Serge Seidlitz



3 in 5

are very or extremely worried about climate change.

are very or extremely worried about climate change.

43%

of Gen Z’ers fear the environment has passed the point of no return and it’s too late to repair the damage caused by climate change.

of Gen Z’ers fear the environment has passed the point of no return and it’s too late to repair the damage caused by climate change.

69%

of Gen Z’ers agree that the environmental changes seen during the pandemic have made them more optimistic.

of Gen Z’ers agree that the environmental changes seen during the pandemic have made them more optimistic.

More than 25%

say that some of their buying decisions are influenced by a business’s impact on the environment.

say that some of their buying decisions are influenced by a business’s impact on the environment.

 Source: Social Science Research Network; Deloitte, 2021

 Source: Social Science Research Network; Deloitte, 2021

Socially Engaged

How Gen Z compares with Millennials on a variety of activities in the past two years

Serge Seidlitz



ACTIVITY 

GEN Z            

MILLENNIALS

Donated to charities

52%

55%

Made professional choices based on personal ethics

49%

44%

Was a volunteer for or member of a community organization, charity, or nonprofit

40%

35%

Created social media content on an environmental, human rights, political, or social issue      

40%

34%

Raised money for charity

36%

33%

Participated in a public demonstration, protest, or march

33%

26%

Attended a public meeting on
local affairs or a political event

31%

28%

ACTIVITY 

GEN Z            

MILLENNIALS

Donated to charities

52%

55%

Made professional choices based on personal ethics

49%

44%

Was a volunteer for or member of a community organization, charity, or nonprofit

40%

35%

Created social media content on an environmental, human rights, political, or social issue      

40%

34%

Raised money for charity

36%

33%

Participated in a public demonstration, protest, or march

33%

26%

Attended a public meeting on
local affairs or a political event

31%

28%

Source: Deloitte, 2021. Note: Data for Gen X and Baby Boomers not available.

Source: Deloitte, 2021. Note: Data for Gen X and Baby Boomers not available.

70%

of Gen Z’ers  would rather do something meaningful than make  a lot of money.

Source: Wunderman Thompson Data, 2020

of Gen Z’ers  would rather do something meaningful than make  a lot of money.

Source: Wunderman Thompson Data, 2020

Where They Get Their News

Frequency of using selected news sources in the U.S.

Daily use of . . .

SOCIAL MEDIA

Gen Z: 43%
Millennials: 43%
Gen X: 33%
Baby Boomers: 18%

SOCIAL MEDIA

Gen Z: 43%
Millennials: 43%
Gen X: 33%
Baby Boomers: 18%

ONLINE-ONLY NEWS SITES

Gen Z: 10%
Millennials: 21%
Gen X: 22%
Baby Boomers: 19%

ONLINE-ONLY NEWS SITES

Gen Z: 10%
Millennials: 21%
Gen X: 22%
Baby Boomers: 19%

CABLE NEWS NETWORKS

Gen Z: 8%
Millennials: 20%
Gen X: 19%
Baby Boomers: 28%

CABLE NEWS NETWORKS

Gen Z: 8%
Millennials: 20%
Gen X: 19%
Baby Boomers: 28%

NETWORK NEWS

Gen Z: 8%
Millennials: 18%
Gen X: 24%
Baby Boomers: 42%

NETWORK NEWS

Gen Z: 8%
Millennials: 18%
Gen X: 24%
Baby Boomers: 42%

NEWSPAPERS

Gen Z: 5%
Millennials: 11%
Gen X: 9%
Baby Boomers: 18%

NEWSPAPERS

Gen Z: 5%
Millennials: 11%
Gen X: 9%
Baby Boomers: 18%

PODCASTS

Gen Z: 3%
Millennials: 13%
Gen X: 5%
Baby Boomers: 3%

PODCASTS

Gen Z: 3%
Millennials: 13%
Gen X: 5%
Baby Boomers: 3%

Source: Morning Consult and Hollywood Reporter, 2021

Source: Morning Consult and Hollywood Reporter, 2021

College-Bound Teens

Percentage of 18- to 20-year-olds in a given generation who were enrolled in college in a specific year

Serge Seidlitz

Generation Z: 59%

Millenials: 53%

Generation X: 44%

Generation Z: 59%

Millenials: 53%

Generation X: 44%

Source: Pew Research Center, 2018 | Note: Data for Baby Boomers not available.

Source: Pew Research Center, 2018 | Note: Data for Baby Boomers not available.

Famous Gen Z'ers

Matt Winkelmeyer/Getty Images for Variety (Rodrigo); Maddie Meyer/Getty Images (Kim); Krisztian Bocsi/Bloomberg via Getty Images (Thunberg); Samir Hussein/WireImage (Eilish); David Berding/Getty Images for iHeartRadio (Lil Nas X); Marla Aufmuth/Getty Images for Massachusetts Conference for Women 2019 (Yousafzai); Mike Marsland/WireImage (Chalamet); Alex Wong/Getty Images (Gorman)

(left to right) Olivia Rodrigo, Chloe Kim, Greta Thunberg, Billie Eilish, Lil Nas X, Malala Yousafzai, Timothee Chalamet, Amanda Gorman.

With reporting by Lucia De Stefani.

With reporting by Lucia De Stefani.

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