Generation Z, also known as Gen Z or Zoomers, are those born between the mid-to-late 1990s and the early 2010s, typically from 1997 to 2012. As digital natives, they've grown up with the internet, smartphones, and social media as established commodities. They are more racially and culturally diverse than previous generations, and are on track to be the most educated generation. As of 2015, Gen Z makes up about one-quarter of the U.S. population.
Gen Z values ambition, creativity, and curiosity. They are pragmatic about work, prioritizing work-life balance and seeking jobs that align with their personal values. Many are entrepreneurial, interested in starting their own businesses and favoring flexibility and independence. Financial security is also a key concern, leading them to prioritize saving money and making smart investments. They are avid consumers of content, spending a significant amount of time on platforms like YouTube and TikTok. Social media platforms are also used as search engines for everything from recipes to outfit ideas.