Generation Z - Thematic Research

Generation Z - Thematic Research


Generation Z is a demographic cohort born from 2000 to 2010. As the oldest of the generation reaches adulthood and seeks to enter the workforce, Gen Z consumers will exercise growing economic and cultural clout over the next decade.

Generation Z is a fully connected, socially conscious generation that is coming of age. This report covers the key trends, industry players, and environmental factors that have shaped and will continue to shape the consumption behavior of this key demographic cohort.


  • Of all of the major events that have taken place since Gen Z was born, the COVID-19 pandemic is likely to be the defining experience that shapes how they view the world, pursue opportunities, and confront obstacles.
  • The trajectory of the pandemic and subsequent recovery will severely test the resilience of Gen Z and their mindset as they enter adulthood.
Reasons to Buy
  • Gain insight into generational attitudes that will better support your product strategy.
  • Identify new and emerging sub-trends affecting Generation Z to help overcome challenges.
  • Discover the latest innovations and learn about what is trending in category and region-specific insights.

  • Executive summary
    • A fully connected, socially conscious generation comes of age
    • Leaders and disruptors
    • Food and non-alcoholic drinks
    • Alcoholic drinks
    • Personal care
    • Household care
    • Inside
    • Related reports
    • Report type
  • Players
    • Table Figure 1: Who are the leading players in the Generation Z theme from the consumer sector?
  • Thematic briefing
    • Definition
      • Table Figure 2: The generations defined
    • Demographics
      • Table Figure 3: Share of global population by generation
      • Table Figure 4: Proportion of Generation Z in the world's most populous countries
      • Table Figure 5: Proportion of Generation Z by region
    • Characteristics
      • Table Figure 6: Generation Z is most likely to embrace plant-based eating
      • Table Figure 7: Issues around animal welfare strongly resonate with Generation Z
      • Table Figure 8: Gen Z is most likely to gravitate towards brands that support social causes
    • Defining moment: COVID-19
      • Table Figure 9: Generation Z is most concerned about their personal financial situation
      • Table Figure 10: Hopefulness among Gen Z consumers is offset by feelings of lethargy
      • Table Figure 11: Generation Z reports a range of mental health challenges
      • Table Figure 12: COVID-19 has made plant-based eating more appealing to Gen Z and Gen Y consumers
      • Table Figure 13: Most Gen Z consumers will continue shopping online after the pandemic
  • Trends
    • Consumer trends
      • Table Consumer trends
    • Macroeconomic trends
      • Table Macroeconomic trends
    • Technology trends
      • Table Technology trends
  • Industry analysis
    • Sector implications
      • Impact on food and non-alcoholic drinks
        • Table Figure 14: Younger consumers are wary of being directly "sold to"
      • Impact on alcoholic drinks
        • Table Figure 15: Alcohol brands are exploring new consumption occasions to appeal to younger drinkers
      • Impact on personal care
        • Table Figure 16: Gen Z consumers gravitate towards brands that reflect their own personal values
      • Impact on household care
        • Table Figure 17: Younger consumers have yet to form their own household care brand loyalties
    • Mergers and acquisitions
      • Table Mergers and acquisitions
    • Timeline
      • Table Figure 18: The Generation Z story
  • Companies
    • Public companies
      • Table Public companies
    • Private companies
      • Table Private companies
  • Glossary
    • Table Glossary
  • Further reading
    • GlobalData reports
      • Table GlobalData reports
  • Our thematic research methodology
    • Viewing the world's data by themes makes it easier to make important decisions
    • Traditional research does a poor job of picking winners and losers
    • That is why we developed our "thematic engine"
    • How do we create our sector scorecards?
      • Table Figure 19: Our five-step approach for generating a sector scorecard
    • What is in our sector scorecards?
    • How do we score companies in our thematic screen?
    • How our research reports fit into our overall thematic research ecosystem?
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