We Understand Generation Z

We know they are:

• Tech Savvy

They are living online, surrounded by five screens. YouTube is king, and the new preference for social media is anonymity. It may be no surprise that this generation has an attention span of 8 seconds.

• Resourceful

As a post-9/11 generation, Gen Z feels the world is less secure than it used to be, but that’s led to resourcefulness. They are career-driven and entrepreneurial, challenging traditional school with hackschooling¹ or non-paid internships for hands-on experience.

• Spiritual, not Religious

Gen Z is the first post-Christian generation in U.S. history. They lack biblical literacy and prefer to be identified as spiritual, not religious, with a desire for a faith that is socially relevant, integrating cultural issues and the cosmos.

• Diverse and Inclusive

They are growing up in multigenerational homes and diverse classrooms. Gen Z is inclusive, collaborative and values equal opportunities. Their neighborhoods are diverse and include the stranger, the immigrant and the refugee.

• Money to Spend, Money to Give

Gen Z has $44 billion a year in spending power, preferring to shop online. But they aren’t just buying trendy shoes. Twenty-six percent have raised money for a cause, 32 percent have donated their own money, and 26 percent of 16- to 19-year-olds volunteer on a regular basis.