August 3, 2018, 1:01 PM EDT
Understanding Generation Z: An Overview
Insights on their behaviorDOWNLOAD
Table of Contents
Who is Gen Z?
What sets them apart?
- Gen Z is the most ethnically and racially diverse generation in U.S. history2
- They are willing to work hard and are confident their hard work will lead to success
- They are financially undereducated, more so than generations that came before
- Gen Zs love shopping in-store and believe the shopping experience is as important as the product itself
They are a big deal
They are highly and unapologetically digital
Synchrony leveraged existing syndicated and secondary data to identify insights and knowledge gaps before kicking off Synchrony research.
Timing: May – July 2017
Synchrony partnered with market research and strategy firm Chadwick Martin Bailey to conduct an online immersion with Gen Z participants in four U.S. markets. Subsequently, in-home interviews (ethnographies) and shopping excursions were concluded.
Timing: October – November 2017
For comparison, Synchrony conducted a multigenerational survey with over 4,000 respondents.
Timing: December 2017 – January 2018