Generation Z

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

Mind the Gap

Sign up for this free weekly newsletter. Curated reads for Gen Z—and their Z-curious colleagues—on everything from hacking your workplace to grappling with inflation’s effects. Want to preview some sample issues? Right this way.
Article

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.
Article

Asia’s Generation Z comes of age

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

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.
Article

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.
We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com

Featured Podcasts

Podcast

Giving Gen Z customers what they want: A conversation with by.U

– Two top executives at Telkomsel, Southeast Asia’s largest wireless provider, explain how the company supported a new venture... and freed it to succeed on its own terms.
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.

Today's consumers and tomorrow's trends

State of Fashion 2022: An uneven recovery and new frontiers

– In 2022, the fashion industry can return to growth as changing category landscapes, new digital frontiers, and advances in sustainability... continue to present opportunities.

Diversity in fashion: Voices from the industry

– Hear directly from fashion students, emerging designers, and industry leaders about their experiences in the US fashion industry—and... their ideas for creating more inclusive workplaces.

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.

Regional Perspectives

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.
Article

What makes Asia−Pacific’s Generation Z different?

– Gen Zers in the Asia–Pacific region aren’t like their older siblings. Here is what you need to know.
Article - McKinsey Global Institute

The trailblazing consumers in Asia propelling growth

– There’s more to consider than Gen Z. Powerful demographic forces are reshaping consumer behavior and causing large shifts in consumption patterns in Asia.

Communities in focus

Report

Diversity wins: How inclusion matters

– The business case for diversity, equity, and inclusion (DE&I) is stronger than ever. Taking a closer look at diversity winners reveals what can drive real progress.
Report

The economic state of Latinos in America: The American dream deferred

– Addressing the barriers preventing Latinos from full economic participation could have a multitrillion-dollar impact, further... unleashing their entrepreneurial spirit, creating millions of jobs, driving consumer spending, and building intergenerational wealth.
Article - McKinsey Quarterly

Being transgender at work

– Although corporate America has stepped up its public support of LGBTQ+ rights, it still has a long road ahead to foster a truly... inclusive environment for transgender employees.
Report - McKinsey Global Institute

The economic state of Black America: What is and what could be

– Closing racial gaps across the economy is not only about righting historic wrongs. It is also about choosing a more dynamic future... and realizing the full potential of a massively underutilized source of talent, to the benefit of all Americans.
Article

COVID-19’s impact on Asian American workers: Six key insights

– As Asian Americans strive for equity in the workplace, the COVID-19 crisis has created additional challenges. Six insights show... how the pandemic has affected this group.

From Our Archives

Article

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

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