Liked by the digital native

Gen Z is the second-youngest generation, with millennials before and Generation Alpha after. The first Gen Zers were born when the internet had just achieved widespread use, and are growing fast: Gen Zers will make up a quarter of the population of the Asia-Pacific region by 2025.

As the first real digital natives, Gen Zers are extremely online. They are known for working, shopping, dating and making friends online; in Asia, Gen Zers spend six or more hours per day on their phones.

Gen Zers often turn to the internet when looking for information, including news and reviews prior to making a purchase.


Video-sharing social media sites have seen a meteoric rise as Gen Z comes of age.

Gen Z faces an unprecedented behavioural health crisis: in US, they report the least positive outlook and the highest prevalence of mental illness of any generation, and in Europe, are struggling with self-stigma.

They are already seeing decreased economic opportunity and don't assume a social safety net will be there to catch them as pensions shrink, saving for retirement gets more difficult and the older population grows.

Gen Z is also known for its idealism - they're part of a new wave of 'inclusive consumers' and socially progressive dreamers. They believe in doing their part to help stop the intensification of climate change and to establish greater equity for all.

From 'What is Gen Z?', McKinsey & Co