Understanding Gen Z Report 2019

A superlative generation in many regards, Gen Z is on track to be the largest, most ethnically-diverse, best-educated, and most financially-powerful generation ever. In the coming years, their distinctive habits will play an outsized role in shaping American culture and commerce. Gen Z is composed of those Americans born between 1997 and 2012.

Research on this generation is still in its nascent stage, and many of the conceptions about Gen Z are premised on a shaky foundation of speculation and conjecture. In this report, we employ Morning Consult’s survey research technology to let Gen Z adults speak for themselves. Based on nearly 1,000 survey interviews with 18-21 year-olds, this report will dig into their values, habits, aspirations, politics, and concerns, offering a detailed overview of the ideas that are shaping Gen Z adults, and the ways they differ from the generations that came before them.

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