Home Blog 2018 Gen Zs are coming of age. How Will Their Attitudes and Behaviors Shape the Future?
Mar 5, 2018

Watch Out World, Here Come the Zs!

Subscribe to our blog

Millennials move over, there’s a new kid in town. Generation Z, those born 1997 to present, now represent 27 percent of the U.S. population, a larger group than Millennials, and although only older Gen Zs are entering adulthood their impact is already being felt. Theirs is the most ethnically diverse generation to date and the first generation to grow up with technology inherent in their daily lives.

Although it may be easy to assume that Gen Zs will carry on the attitudes and behaviors of Millennials, that assumption is likely incorrect. As the father of both Gen Zs and Millennials I can attest to the fact that these two generations are different in a variety of ways. But for those who may want more background than my personal observation, we worked with our partner, CultureWaves®, on a study to get a better understanding of the Gen Z mindset.

We learned they are pragmatic and get how the world works and where they fit into it. They are inherently cynical. Gen Zs are accustomed to an amount of equality and respect not formerly accorded to children. They are informed and influential.

When it comes to brands, they view themselves as a brand and curate, post, and own brands that help tell the story of who they are. They don’t look to brands for status, exclusivity, or a guarantee of quality. They use brands to create identity.

Since I’m in the food business and happen to be a foodie myself, it’s especially interesting to me that Gen Zs are, by virtue of their upbringing, unintentional foodies. They were brought up in a culture that talks about, celebrates, and entertains with food. I know this firsthand based on my daughter’s credit card charges. This generation learned at an early age what their food can do for them in terms of functional and nutritional value and not just how it tastes.

Although we’re just getting a peek at what Gen Zs will bring to our culture, economy, and society, this generation will be a seismic force as they emerge into adulthood under more prosperous economic circumstances, yet with their own differentiating set of values. All I can say is…watch out world, here come the Zs!


Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Foodservice


COVID Accelerates the Digital Evolution in Food and Foodservice Industries
COVID Accelerates the Digital Evolution in Food and Foodservice Industries

The COVID-19 pandemic has brought about a myriad of behavioral changes, and among the behaviors is the rapid escalation of using technology to order groceries and from a restaurant.

COVID-19 Case Spikes Continue to Hinder U.S. Restaurant Recovery in Week Ending June 28
COVID-19 Case Spikes Continue to Hinder U.S. Restaurant Recovery in Week Ending June 28

The recovery of U.S. restaurant customer transactions has stalled for the second week in a row as COVID-19 cases continue to increase in a number of states. Rollbacks in reopening plans in states with COVID-19 case surges hurt full service restaurants (FSRs) in those areas most.

After Two Months of Steady Improvements, U.S. Restaurant Recovery Hits a Bump as COVID-19 Cases Surge and Father’s Day Keeps Families Home
After Two Months of Steady Improvements, U.S. Restaurant Recovery Hits a Bump as COVID-19 Cases Surge and Father’s Day Keeps Families Home

Customer transactions at major U.S. restaurant chains declined by -13% in W/E June 21 versus the same week year ago, which is slightly softer than the previous week. COVID-19 case surges in a number of states contributed to a backtrack in decline improvements in several of those states.

Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys
Consumer Sentiment in Germany — COVID-19’s Impact on Food, Sports, Beauty, and Toys

Shopping behaviour in Germany has changed as a result of the COVID-19 crisis. Consumers tell us enhanced sanitation and enforcement of social distancing measures will make them more comfortable during their shopping experiences.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.