Back to Gen Z study overview

Who is Gen Z?

Born between 1997 and 2007

There is no defined end date for Gen Z, yet we believe that those born after 2007 will experience a very different world.

These digital natives have had access to real-time, unlimited and unfiltered content practically since birth.

Gen Z instantly experiences it all — for better or worse.

Against this backdrop, how did Gen Z cope with the powerful realities of a global pandemic?

The global pandemic brought fundamental changes to this generation.

Trying to define Gen Z defies the reality of Gen Z.

It is, by far, the most diverse generation yet.

The 5 Gen Z segments

In the EY 2020 Gen Z Segmentation Study — published just before COVID-19 was declared a global pandemic — we identified five unique segments within Gen Z.

Every generation has a defining moment.

For Gen Z, that moment came in 2020 as it faced the worst health crisis the world has ever seen. Just as it was Gen Z's time to take on the world, the world changed.

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