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Generational Dynamics
Generations provide a lens to help us understand societal changes over time and the business shifts required to keep up with evolving human needs.
The needs of humans — of society at large — are changing before our eyes. Unlocking both the risk and the opportunities in this flood of change requires an understanding of the people driving the societal shifts affecting us all. Today, they are Gen Z, with Gen Alpha rising fast behind them. Youth is a lens by which we can begin to understand the current early indicators of change for all generations, all companies and all society.
Generations are borne from change. Each reflects the culture they grew up in, including the changing social, technological, environmental, economic and political norms that framed their understanding of how the world is supposed to operate. How are younger generations already influencing change in how we live, work and play? How are older generations rethinking their role as consumers, employees and citizens because of it?
In all aspects of business, and particularly now in the era of emerging technologies such as generative artificial intelligence and Web3, understanding generational dynamics is a means to developing the human-centric strategies that will be crucial as we look ahead to the future. The path forward for your organization and broader society depends on it.
Explore additional generational content
How will your decisions today shape the future for generations to come?
Discover how shifts in demographics and tech reshape priorities, urging new models for growth through innovative organizational strategies. Read more.
16 Jan 2025
Marcie Merriman
How can we upskill Gen Z as fast as we train AI?
An inside look at how literate Gen Z is in AI; how Gen Z understands and uses AI. Learn more.
10 Dec 2024
Marcie Merriman
Compounding barriers to home ownership for Gen Z
How can homebuilders reduce mounting barriers to entry for society’s youngest buyers and why the industry should make changes today
10 Jul 2024
Megan Hahn
How organizations can stop skyrocketing AI use from fueling anxiety
Artificial intelligence (AI) is here to stay, but concerns remain over job security and regulation. Learning how to use AI responsibly will lower anxiety.
05 Dec 2023
Dan Diasio
How Gen Z insights are shaping the accounting profession of the future
The EY Accounting Professional of the Future survey reveals insights into how to better attract Gen Z to the accounting profession.
02 Nov 2023
EY Americas
How can understanding the influence of Gen Z today empower your tomorrow?
Understanding Gen Z’s rewritten norms can serve as a beacon for businesses looking to cast a winning future for all generations. Learn more.
18 Sep 2023
How to beat the consumer trust gap for a greener wallet and world
EY survey highlights lack of consumer trust and perceived affordability in sustainability as challenges to advancing sustainability success. Learn more.
14 Jul 2023
Marcie Merriman
How can we empower the next generations to build a more sustainable future?
Corporations, educational institutions, and governments must be prepared to “green skill” tomorrow’s workforce. Learn more.
05 Jun 2023
Gillian Hinde
4 keys to understanding Gen Z: trust is the new loyalty
The oldest members of Gen Z are starting their careers. Learning the whys behind who they are can help you integrate them successfully. Read more.
13 Mar 2023
Marcie Merriman
How Gen Z around the globe is reshaping societal norms
Gen Z is accelerating the global pace of change, but their attitudes and beliefs are nuanced in various regions of the world. Read more.
22 Sep 2022
Marcie Merriman
How Gen Z is redefining success for decades to come
The path Gen Z is blazing is creating new societal paradigms and calling into question decades-old business assumptions. Read on to see how.
27 Jun 2022
Marcie Merriman
How Gen Z will redefine wellness
Gen Z is pushing wellness in new directions, both from a consumer and employee standpoint. Read the EY Gen Z Wellness Study now.
05 May 2022
Marcie Merriman
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The Generational Dynamics team
Marcie Merriman
EY Americas Cultural Insights & Customer Strategy Leader
Alison Medina
Operations and Content Strategy Lead
Mehr Kaur
Client-Centric Strategist
Kaleigh Cobb
Gen Z Taskforce Lead
Sajil Peter
GDS Creative