What we know about Gen Z in 2025 – Key Insights for Brands Who Want Real Connection
What we know about Gen Z in 2025
Gen Z is no longer “the up-and-coming” generation. With increasing purchasing power, cultural influence, and distinct values and behaviours shaped by technology, social change, and economic uncertainty, they are central to any forward-looking marketing strategy.
Generational cohorts like Gen X, Y (Millennials), and Z are important to marketers because they offer a clear framework for understanding consumer needs, behaviours, and values across life stages. Marketers use these generational cohorts to segment audiences, predict behaviour, and connect with consumers in a more meaningful way.
Below are the most recent research findings and what they mean for brands wanting to engage Gen Z authentically.
Who are Gen Z?
Generation Z, or Gen Z, refers to people born roughly between 1997 and 2012, following Millennials and preceding Generation Alpha. Often called “zoomers,” they are the first generation to grow up fully immersed in the digital age, with technology, social media, and instant access to information shaping their worldview.
Most are children of Generation X and are known for their diversity, global awareness, and value-driven mindset. They prioritise authenticity, inclusivity, and social responsibility, while also being pragmatic and entrepreneurial. As digital natives, Gen Z is reshaping culture, work, and consumer behaviour.
