Get To Know Generation Z In J. Walter Thompson Company’s Latest Trend Report

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In the U.S. alone, Generation Z represents over $44 billion in annual purchasing power



Generation Zers are a complex mixture of sophistication and wide-eyed optimism. [...] For brands to reach this group, they will need to understand what makes them tick and come to grips with these nuances.

The Innovation Group, the newly launched innovation and futurism unit of J. Walter Thompson Intelligence, today unveiled a new report on Generation Z (those born in the mid-1990s and early 2000s). The report, which features original quantitative studies and consumer data, examines this emerging generation’s key behaviors and attitudes, as well as the brands and influencers engaging them.

Eclipsing the Millennials, who have dominated the news and pop culture agenda in recent years, this new, younger generation identifies as a distinctly different group in both behavior and mindset. In the U.K. and U.S., Gen Z comprises a quarter of the population, and in the U.S. alone the group represents over $44 billion in annual purchasing power. More inspired by Malala than Beyoncé, Gen Zers are characterized by ethical consumption habits, native digital technology use, entrepreneurial ambition and progressive views on topics ranging from education to gender, according to the report.

“We’re excited to showcase this rich study of a dynamic new generation,” said Lucie Greene, Worldwide Director of the Innovation Group. “Generation Zers are a complex mixture of sophistication and wide-eyed optimism. They are intelligent, confident and — importantly for brands — they question the prescribed norms of everything from formal education to gender politics. For brands to reach this group, they will need to understand what makes them tick and come to grips with these nuances.”

The report features over 70 pages of analysis and brand examples across sectors including beauty, retail, media, technology, education and more.

Generation Z by the numbers:

  • 82% of Gen Zers say they don’t care about sexual orientation
  • 86% use the their smartphones multiple times a day
  • 70% watch more than two hours of YouTube content each day
  • 88% say people are exploring their sexuality more than in the past
  • 67% would rather shop in stores than online
  • 83% say saving for the future is important

The report is broken down into the following sections:

  •     Drivers: Historical factors shaping Gen Zers’ attitudes and preferences
  •     Manifestations: What our survey reveals about these emerging mindsets
  •     Trends: How specific sectors are already responding to Gen Z
  •     Future: How brands can connect with Gen Z
  •     Case Studies: Original profiles of six Gen Zers in the U.S. and U.K.
  •     Generation Z Icons: Members of this group already making their mark on culture

For this report, the Innovation Group conducted quantitative studies using SONAR™, J. Walter Thompson’s proprietary research unit that develops and exploits new research techniques to understand cultures, brands and consumer motivation. A total of 1,000 individuals aged 12-19 were surveyed in the U.S. and the U.K. in February 2015. Insights are also underpinned by original interviews and photography documenting the lives and preferences of Gen Z case studies in London, Los Angeles, San Francisco and New York.

The Generation Z report is available at Sale price: $1,000.

An executive summary is available on SlideShare at:

About J. Walter Thompson Company
The J. Walter Thompson Company, the world’s best-known marketing communications brand, has been creating pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson Company was founded in 1864 and is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. Today under the leadership of Worldwide CEO Gustavo Martinez, the company has evolved to include several global networks including J. Walter Thompson Worldwide and Mirum. Mirum is a new agency whose principles are deeply rooted in innovation, design, data, marketing and technology to drive business transformation. For more information, please visit and

About the Innovation Group
The Innovation Group is J. Walter Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change and innovation patterns — translating these into insight for brands. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new products and concepts.
The Innovation Group is part of J. Walter Thompson Intelligence, a platform for global research, innovation and data analytics at J. Walter Thompson Company. It houses three key in-house practices: SONAR™, Analytics and the Innovation Group. For more information, please visit and follow us @JWTIntelligence.

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