METHODOLOGY
The key questions that served as the cornerstone of our research included:
1.How is Gen Z different from the Millennial generation?
2.What does Gen Z believe and value?
3.What perspectives shape their experiences?
4.When faced with decisions, what drives Gen Z to make a choice?
5.What makes brands relevant to Gen Z?
Our primary piece of research was a quantitative, cross-generational, nationally representative study fielded in September 2016. We explored purchase and spending behaviors, attitudes, beliefs, and motivations across all generations (Gen Z = age 15–19, Millennials = 20–35, Gen X = 36–51, Boomers = 52–70; total sample size 2,039, of which 505 were Gen Zs) as they related to:
- Views on self (health/wellness/nutrition), society ...
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