Generation Z - do they exist and what influences them?

A new report by Ipsos, 'Generation Z – do they exist and what influences them?' takes an in-depth look at the extent to which Generation Z exists in the UK, the challenges this cohort faces and how their behaviours and values may differ from generations who have come before. 

Using a wealth of data and sources, this report highlights the differences and similarities between generations in the UK today, by focussing on their values, financial and political outlook, as well as the extent to which Generation Z identifies with its own label. 
Our research builds on previous generational analysis by Ipsos that has focused on debunking the myths and misconceptions that beset the Millennials. However, in this latest report we outline important areas for focus when it comes to understanding Generation Z. As the UK’s new generational kids on the block enter adulthood and become powerful consumers and start voting, attempts at understand this cohort are gathering pace. 

Definitions of when Generation Z ends vary: if it is 2010 then a considerable proportion of its members are currently aged under 16, meaning their views cannot yet be assessed by most surveys. However, we map the development of this generation to date and point out where we see them adopting novel positions or values in relation to other generations in the country today.

What we do know is similar to younger cohorts, Gen Z remains a malleable entity, concerned with self-identification, social media literacy and radical activism for a slew of social issues. 

Press Release

• Half of Generation Z would prefer to have grown up when their parents were children