Generation Z

Understanding Gen Z can help retailers, marketers, and leaders seeking to build and maintain sustainable businesses that meet next-generation needs. Explore a special collection to gain insight on Generation Z, and what its rise means for work and society.


Addressing the unprecedented behavioral-health challenges facing Generation Z

– A series of consumer surveys and interviews conducted by McKinsey finds Gen Zers reporting the least positive life outlook, including lower levels of emotional and social well-being than older generations.

Asia’s Generation Z comes of age

– The youngest generation of Asian consumers is becoming a force.

Gen Z and the Latin American consumer today

– Our research shows that Generation Z is more pragmatic than millennials, and that Latin American consumers aren’t as optimistic... as they used to be.

The young and the restless: Generation Z in America

– Connected and exuberant, the newest consumer generation in the United States is beginning to define itself.

Favorites from our Gen Z colleagues

Explore the articles that a diverse range of our Gen Z consultants told us struck a chord with them.
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Featured Podcast


Meet Generation Z: Shaping the future of shopping

– The newest consumer generations—Gen Z and millennials—are upturning retailers’ expectations. Here’s how—and what to do about it.

Consumers and the Next Normal

Global surveys of consumer sentiment during the coronavirus crisis

– Consumer optimism varies by country depending on what stage each country is in the coronavirus contagion cycle.

The Next Normal – The future of shopping: Technology everywhere

The COVID-19 pandemic has reset the retail game board. The most successful retailers will be those that connect with consumers... in new ways by leaning in on their digital, omnichannel, and in-store technology ambitions. In this edition, The Next Normal explores the coming decade in shopper experience and retail technology.

The Next Normal – The future of fashion: Sustainable brands and ‘circular’ business models

There’s no denying that the fashion industry has been a major contributor to climate change and biodiversity loss—which... means the industry’s sustainability efforts are critical to our planet’s health. In this edition, The Next Normal explores the coming decade in sustainable fashion.

Gen Z and banking


Charting retail banking revenues by generation

– The global banking industry is facing a long winter, and in the coming months and perhaps years, the COVID-19 pandemic's impact will present banks with many challenges.

How US customers’ attitudes to fintech are shifting during the pandemic

– Recent surveys of US consumers reveal some shifting attitudes towards banks and fintechs after more than six months of the COVID-19 crisis.

Featured Video

What makes Asia Pacific’s Generation Z consumers unique

Naomi Yamakawa, partner based in our Tokyo office, reveals the characteristics that distinguish Generation Z from previous generations, and how organizations can tailor their strategies to reach this consumer base as they acquire more discretionary income.

From Our Archives


‘True Gen’: Generation Z and its implications for companies

– The influence of Gen Z—the first generation of true digital natives—is expanding.