2020 State of Gen Z Consumer Report

As of 2020, Generation Z (those born after 1996) accounts for more than 40% of all US consumers, but remains an elusive audience for brands to engage.


Our 2019 inZa Lab Team of Insider Trends Officers compiled data from 1000+ hours of research to provide actionable, first-hand insights into the largest consumer demographic in America -- including their highly-specific preferences in media, shopping, and behavior. 

Our top findings included:

  • Two-thirds would rather see someone who looked and talked like them in an ad

  • Three-fourths of Gen Z would rather give up social media over music

This year, in an updated report, we see if these findings still hold true in the cultural zeitgeist. We also take a dive into the impact of COVID-19 onto this generation.

Get the Report


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