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.

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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

January 14, 2022 -

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

March 17, 2020 -

The youngest generation of Asian consumers is becoming a force.

Podcast

Gen Z and the Latin American consumer today

December 10, 2020 -

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

Article

The young and the restless: Generation Z in America

March 20, 2020 -

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.

Featured Podcasts

Podcast

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

November 11, 2021 -

Two top executives at Telkomsel, Southeast Asia’s largest wireless provider, explain how the company supported a new venture...

Podcast

Meet Generation Z: Shaping the future of shopping

August 4, 2020 -

The newest consumer generations—Gen Z and millennials—are upturning retailers’ expectations. Here’s how—and...

Today's consumers and tomorrow's trends

Female model walking on catwalk in front of crowd at fashion show.

The State of Fashion 2024: Finding pockets of growth as uncertainty reigns

November 29, 2023 -

Fashion companies will face economic headwinds, technology shifts, and an evolving competitive landscape in 2024. However, shifting...

Diversity in fashion: Voices from the industry

July 20, 2021 -

Hear directly from fashion students, emerging designers, and industry leaders about their experiences in the US fashion industry—and...

Global surveys of consumer sentiment during the coronavirus crisis

May 13, 2021 -

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...

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...

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?

June 29, 2020 -

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

Article - MGI Research

The trailblazing consumers in Asia propelling growth

June 7, 2021 -

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

May 19, 2020 -

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.