Decoding Gen Z, Millennials, and Gen X
2024 is a “vibes-shift” moment, where consumer feelings and moods seem to outweigh specific facts or data points. Our Cultural Influences and Consumer Behavior report takes a deep dive into the emotional state of Gen Z, Millennials, and Gen X, paired with data on the cultural influences that have shaped each generation’s behavior and values. A few surprises:
- Gen Zers find self-improvement to be fun!
- The first connected generation, Millennials were deeply impacted by globalization and grew up in franchise era (think Harry Potter, Lord of the Rings, and The Office)
- Gen Xers, the generation that went from analog to digital, appreciate the social connection of life online, but have greater privacy concerns.
There’s way more information in the full presentation—reach out if you’d like a copy packed with even deeper insights or to discuss how they can shape future brand growth.
Cultural Influences and Consumer Behavior Infographic: Decoding Gen Z, Millennials, and Gen X
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- Born from 1995 - 2012, Gen Z is the most ethnically diverse generation (50-52% white as compared to Gen X’s 70-75% white). Social natives, Gen Z grew up amidst the Great Recession to then find highly formative years wrought by COVID
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- Gen Z has a high interest in financial literacy and education, but they’re struggling with everyday expenses: their average credit card balances have increased the most since 2021
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Born from 1980 - 1994, Millennials, the largest generation (72M), grew up amidst the War on Terror, the Great Recession, and changing work dynamics. They are internet natives (as opposed to Gen Z, who are social natives)
- Born from 1965 – 1979, Gen Xers are the least diverse—and now the smallest, with 65M. Gen X the first generation where it was normal to have divorced parents, and as adults Gen X has mastered the transition from analog to digital
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- At the time—from college, to homebuying, to retirement, things felt expensive to Gen X—but it turns out, it was more affordable than they thought. They are generally cautious financially and prioritize family and practical spending
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We all appreciate the connectivity of social media and will spend for the convenience that technology offers
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