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Diversity is the watchword for Gen Z: Diversity matters to them through many dimensions, not just isolated to race and gender but also related to identity and orientation. Companies that can better represent the spectrum of differences in their external branding/marketing are much more likely to diversify their talent pipelines.

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Understanding Generation Z in the Workplace

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Entire industries and businesses will rise and fall in the wake of the Gen Zers. Yet few industries or organizations seem to be ready for it. Are you?

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Generation Z, term used to describe Americans born during the late 1990s and early 2000s. Some sources give the specific year range of 1997-2012, although the years spanned are sometimes contested or debated because generations and their zeitgeists are difficult to delineate. Generation Z follows the millennial generation, sometimes called Generation Y, which followed Generation X, the first generation to be assigned a letter. Reaching the end of the standard Latin alphabet, Generation Z is succeeded by Generation Alpha, the first generation to be assigned a Greek letter.

Members of Generation Z, or Gen Zers, have been undeniably shaped by the Great Recession of 2007-09 and the COVID-19 pandemic. They grew up in the era of the iPhone, which debuted in 2007, and of the U.S. Department of Homeland Security, a governmental department founded in 2002 after the September 11 attacks that most of them are too young to remember. Because of this, early names for Gen Z included "iGeneration" and "Homelanders." In their early years they witnessed watershed social changes, such as the election of the first Black U.S. president ( Barack Obama) and the legalization of same-sex marriage.

Generation Z is, in general, the most diverse generation of Americans to date in a variety of demographics. Nearly 50 percent of Gen Zers are racial and ethnic minorities, and 1 in 4 identifies as Hispanic. Gen Zers are more likely than previous generations to have at least one foreign-born parent, although immigrants make up a smaller proportion of Generation Z than of millennials. Gen Zers have grown up in more diverse settings than did previous generations and have higher percentages of single-parent families, mixed-race families, and LGBTQ+ parents in legally recognized partnerships. In fact, 16 percent of Gen Zers identify as part of the LGBTQ+ community themselves, more than any previous generation. They are also shifting and eschewing gender norms more than any previous generation, with more than half of Gen Zers saying that forms and profiles should allow for sex or gender options other than "man" and "woman."

They are more likely to reside in cities and metropolitan areas, only 13 percent growing up in rural areas, and Gen Zers are less likely to move than those of previous generations were at the same age. Research in 2018 showed that the oldest members of Gen Z were delaying or perhaps even foregoing marriage, only 4 percent getting married between the ages of 18 and 21-nearly half as many as in the millennial generation, of which 7 percent got married at a young age. This may be partly because more of them are going to college.

Gen Z is the first true digital native generation. As opposed to millennials, the generation that lived through the rise of the Internet while still growing up with cable television and landline phones, Gen Zers have lived their lives fully connected digitally. Most of them do not remember life before smartphones, and all have grown up during a time of ubiquitous access to streaming content and social media. The way they interact with the Internet and with each other via the Internet is different from the ways of previous generations. Whereas millennials went through an era of very open and personal posting on social media-deeply personal and public posts on Facebook, Twitter, or blogs-Gen Zers have turned more toward anonymous forms of social media, such as Snapchat and Whisper, which allow users to keep their audience limited and have messages disappear after the recipient views them.

Some reports have noted members of Generation Z as more pragmatic and earlier to mature than those of previous generations, Gen Zers being more likely to graduate high school, more likely to go to college, and more cautious in their career choices. They are more likely than any previous generation to have at least one parent who graduated college. They were found less likely to engage in underage drinking or to ride in cars without wearing a seat belt. This may be partly because of their being mostly raised by Generation X parents, who were largely concerned with childhood safety. Another contributing factor could be that Gen Zers were growing up during the recession of 2007-09, during which they witnessed adults around them experiencing financial trouble and employment instability. As they began moving into adulthood, Gen Zers aimed to avoid the difficulties that plagued the generations, including the baby boom, before them.

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Gen Z | Years, Age Range, Meaning, & Characteristics

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Generation Z, term used to describe Americans born during the late 1990s and early 2000s. Some sources give the specific year range of 1997-2012, although the years spanned are sometimes contested or debated because generations and their zeitgeists are difficult to delineate. Generation Z follows

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Table of Contents

millennial, also called Generation Y or Gen Y, term used to describe a person born between 1981 and 1996, though different sources can vary by a year or two. It was first used in the book Generations (1991) by William Strauss and Neil Howe, who felt it was an appropriate name for the first generation to reach adulthood in the new millennium. Millennials are the cohort between Generation X (Gen X; defined as those born between 1965 and 1980) and Generation Z (Gen Z; defined as those born from about 1997 to the early 2010s).

Defining events and characteristics

Comprising some 72 million individuals in the United States, millennials surpassed the baby boomers (those born between 1946 and 1964) to become the largest generation of adults in 2019. Millennials in the United States grew up during a period of relative stability and economic prosperity. In their 2000 book, Millennials Rising: The Next Great Generation, Howe and Strauss noted that millennials had "never known a year in which America doesn't get richer." The September 11, 2001, attacks, however, punctured the semblance of security millennials had known up until then. Most were old enough to remember the events and to recognize their significance. The terrorist attacks were the first of a number of crises that defined millennials' adulthoods; others were the wars in Iraq and Afghanistan, whose costly failures made millennials question the idea of American exceptionalism; and the Great Recession of 2007-09, which contributed to millennials' difficulty in achieving the same milestones and affluence of earlier generations. Some scholars have remarked that millennials in the West are the first modern generation to be economically worse off than their parents. This generation, however, is also known for being adaptable. Indeed, they are considered the first digital generation, quickly acclimating to new technologies, including smartphones, social media, and streaming entertainment. They are the generation that has received the most formal education. They are also more diverse and more politically liberal when compared with earlier generations (later generations show signs of eventually surpassing millennials in many of these categories).

The rise of the Internet

One of the defining characteristics of millennials around the world is that they came of age during an era of major technological shifts, especially those associated with the rise of the Internet. In the United States, millennials are the first generation to have access to computers, cell phones, and smartphones from a young age. As young adults, they were the target consumers for social media and streaming entertainment. The rapid advancement of technology, however, created a nuanced subcohort. Younger millennials, for example, tend to be more comfortable with technology than older millennials. Moreover, millennials' experiences with the Internet vary around the globe, depending on the reliability of their country's networks. Although parts of the non-Western world are rapidly growing their networks, Internet access remains less reliable in those places than in the West.

Millennials are the first generation to integrate all manner of digital technology into their daily lives. They use social media to keep up with friends (using websites such as Facebook and apps such as Instagram and TikTok on their phones), date (on apps that include Tinder, Bumble, and Hinge), network (on the website LinkedIn), shop (on Amazon and other websites), and consume entertainment (using YouTube, Spotify, Netflix, Hulu, and others). Irish author Sally Rooney, who has been called "the first great millennial novelist," skillfully captures the types of conversations young people have over e-mail and text and how those technology-based exchanges often result in miscommunication and isolation.

Millennials, however, are not just passive users of technology. They are some of its main drivers. Mark Zuckerberg, perhaps one of the most famous millennials, grew Facebook from a college directory into a powerful and influential social networking website over the course of 10 years. Other millennial innovators include Instagram founders Kevin Systrom and Mike Krieger and TikTok developer Zhang Yiming.

With the proliferation of streaming services for music, sports, movies, and television, millennials were the first young adults to have access to a broad range of media suited to their specific tastes. Millennials therefore may not have popularized one specific style of music, as did the Silent Generation (those typically born between 1925 and 1945) with rock and roll and Gen X with hip-hop and grunge, but millennials offered a diverse mix of megastars with lasting influence. These millennial performers include Beyoncé, Taylor Swift, Rihanna, Drake, Cardi B, and Lady Gaga. Moreover, streaming services offered new avenues for diverse voices. Millennial Issa Rae loosely adapted her YouTube series The Misadventures of Awkward Black Girl (2011-13) into the hit HBO show Insecure (2016-21), which follows two Black women living in Los Angeles. Comedy Central's Broad City (2014-19), which recounts the misadventures of two hapless millennial women, was also picked up this way; it came from Ilana Glazer and Abbi Jacobson's YouTube series (2010-11) of the same name.

The great recession and its consequences

One of the events that had a lasting impact on millennials was the Great Recession of 2007-09. Many millennials in the United States and Europe entered the workforce at the height of the worst economic downturn since the Great Depression. They faced particularly high unemployment rates, and those who could find work were usually underemployed or in jobs that did not match their degrees. The difficulty in gaining satisfactory employment lowered millennials' potential earnings and hindered their ability to grow wealth. In the Western world, many blame the recession for millennials' tendency to delay significant milestones.

Millennials' stunted growth is reflected in their housing situation. Many millennials in the West have lived at home with their parents for longer stretches than other generations. This is especially true for millennials who did not attend college. They are twice as likely as those with a bachelor's degree or higher to live in their parents' home. The recession also restrained millennials' ability to save money to purchase a home, which, combined with limited housing stock and sharply rising prices, has resulted in fewer millennials owning their own home. For example, in Britain in 1998, when the average age of Gen Xers was 27, 55 percent of that cohort owned a house. However, when millennials were of the same average age, in 2014, only 32 percent were homeowners.

Millennials are also getting married and having children later in life. Yet this seems to be the case in many countries that were not affected by the Great Recession. In China, for example, millennials joined the workforce when the country's economy was soaring. And, while they have not necessarily delayed purchasing a house, as their counterparts in the Western world have done (some 70 percent of millennials in China own their own homes), they are holding off on other significant milestones. In 2019 the average age of first marriage in China was 27 for men and 25 for women, whereas in 1982 the average age was 23 for men while half of women were married by age 22. Researchers have suggested that as women have become more financially independent, they have more options and therefore do not feel the need to marry as young as earlier generations typically have. Live births have also declined significantly. China's birth rate hit such a low in 2020 that the government subsequently raised the number of children allowed per family from two to three. Yet researchers have observed that women around the world have been giving birth later since the 1980s; such dynamics may be the result of longer-term trends and not necessarily specific to millennials.

The most-educated generation

Researchers have posited that the causes for millennials' lag are complex, not necessarily limited to the recession. Part of the reason may be because more young adults are spending their early adulthood attaining college degrees. Since 1968 educational attainment has steadily grown, and by the 2020s about 4 in 10 millennials in the United States had earned a bachelor's degree or higher-more than any previous generation. The rise in educational attainment has been especially sharp for young women. More millennial women than men possess bachelor's degrees or higher, a trend that Gen X women started when, in 2001, they became the first generation to surpass men in educational attainment. Elsewhere around the world, education levels have dramatically increased. Between 1999 and 2006 the number of young people studying in postsecondary education in China more than tripled. In Egypt the rise is also pronounced. In 2010 about 11 percent of the population had attended university, compared with 2.4 percent in 1970.

Attending college in the United States, however, often requires students to take out loans, thus compounding the difficult economic situation many graduates faced during the recession. According to the Pew Research Center, millennials have a greater share of outstanding student debt and owe more than previous generations. The number of young adult households with student debt doubled between 1998, when Gen Xers were between the ages of 18 and 33, and 2016, when millennials were between 20 and 35 years old. Moreover, the median amount of outstanding student debt was greater for millennials ($19,000) than Gen Xers ($12,800).

The bridge to a "majority minority" nation

Millennials in the United States are much more diverse than previous generations and are leading the transition from a majority white nation to a "majority minority" nation. Their birth years during the 1980s and '90s coincided with an increase in immigration, particularly from Latin America and Asia. This contrasts with earlier generations who were born during an era when immigration was historically low, and the few immigrants who did settle in the United States were white Europeans. Millennials, who have grown up with a far less homogeneous culture than their elders have, tend to have more open and positive attitudes toward diversity.

The most liberal generation

The generation whose avid support in 2008 was helpful in ushering the first African American into the White House (and who voted in large numbers to reelect him in 2012) continued to be politically active, despite low turnout in local and midterm elections and waning enthusiasm in the 2016 presidential election. Millennials, however, came out in force for the 2018 midterms and helped marshal some 20 members of their generation, including Democrats Alexandria Ocasio-Cortez of New York and Ilhan Omar of Minnesota as well as Republican Dan Crenshaw of Texas, into the U.S. House of Representatives. Indeed, record numbers of millennials ran for office that year, citing dissatisfaction with the administration of Pres. Donald Trump and a lack of representation. Although the oldest millennials were eligible to run for Congress starting in 2006, only five millennials had seats in the house in 2017. Moreover, no millennials sat in the Senate until 2021, when Democrat Jon Ossoff of Georgia defeated incumbent Republican David Perdue in the closely watched Georgia runoff. Meanwhile, Pete Buttigieg, the popular Democratic mayor of South Bend, Indiana, was the first millennial to run for president (and the first openly gay candidate to become a serious contender), but he dropped out of the primaries after a poor showing in South Carolina. He later joined Pres. Joe Biden 's cabinet as transportation secretary, thus becoming the first millennial (and the first openly gay) cabinet member.

As millennials began to age out of the "youth vote" bracket, they remained politically liberal, breaking with the adage (backed by data) that individuals become more conservative as they grow older. Researchers have found that millennials grew to be by far the least conservative 35-year-olds in recorded history in both the United States and the United Kingdom. Many analysts suggest voters are often shaped by the politics of their early voting years. For millennials, that means early political experience with a conservative U.S. president in George W. Bush, unpopular wars, and a financial collapse may have shaped their generation's political leanings for decades to come.

Alicja Zelazko

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Millennial | Definition, Characteristics, Age Range, & Birth Years

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Millennial, term used to describe a person born between 1981 and 1996, though different sources can vary by a year or two.

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Understanding Generation Alpha - McCrindle

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Within 4 years they will outnumber the Baby Boomers, and many of them will live to see the 22nd Century. Meet Generation Alpha.

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The Change in Scenario of Job Preferences with Gen Z

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Each year, a fresh batch of graduates embarks on their journey into the workforce. Can you recall the mix of emotions that accompany stepping into the professional world for the first time? It’s a blend of nervousness, curiosity, excitement, and hopefulness—an amalgamation that can feel overwhelming

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Most Gen Z professionals prefer growth path, mentorship over salary: Report

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A recent survey reveals that Gen Z professionals prioritize mentorship, career growth, and a positive work environment over salary. They favor hybrid work models, blending in-person collaboration with independent flexibility. This generation seeks purpose-driven careers with continuous feedback and opportunities for development, reshaping the future of work.

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The 7 Most Desired Jobs by Gen Z | Agile HRO

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The most desired jobs by Gen Z, ranging from tech to mental health. Explore how this generation is reshaping the future of work.

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Profile of Millennials: Values, Lifestyle & More | Spotify Ads

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Millennial psychographics are some of the most unique out of any other generation. ✓ Read our guide to understand the Millennial profile and how to reach them.

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Gen Alpha (2013 to 2025) — Health and Fitness

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Gen Alpha (2013 to 2025) — Health and Fitness

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Gen Alpha (2013 to 2025) — Health and Fitness

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More still than moving — Lifestyle Health and Fitness

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Generation Alpha

In recent years, wellbeing has become a key focus in society. The most well-known aspect of personal wellbeing is physical health, and children have been taught about it for years, with physical education taught in most schools across Australia.

Many believe that Generation Alpha will face challenges when it comes to maintaining their physical health because of increasing sedentary lifestyles, with greater inactivity and less time spent outside. Throw screen-based devices into the mix and we have some real challenges to ensure Generation Alpha prioritise their physical health when they are young, and as they grow. Yet a new generation of parents are also using technology and the help it can provide to encourage physical health among the next generation, in the areas of exercise and fitness, sleep and nutrition.

Exercise and fitness

For many adults, exercise can seem difficult to fit into a full schedule and it is one of the first things we give up when life gets busy. Most children, on the other hand, love to be active and play. In addition to the physiological benefits, exercise helps children to develop social skills, embrace teamwork, learn the reward of hard work and how to deal with disappointment or loss. There are also mental wellbeing benefits of spending time outdoors and in nature.

A key barrier to being active is a sedentary lifestyle, and while too much time sitting and using technology can inhibit exercise, it can also be used to promote it. Devices and smart watches are being used by many parents to help their children track their exercise and gamify activity through setting goals, measuring achievement and giving rewards. There has been a shift away from children's sport being about competition and success towards participation, physical movement and fun. Combined with this, parents are participating alongside their children in fitness activities. Examples of family-friendly exercise include the global phenomenon of Parkrun, and the rise of fun activity venues such as trampoline parks and rock climbing centres.

Sleep

Another important aspect of physical health is sleep. Having good-quality and ample sleep affects our ability to be creative, relate well to others, concentrate and by physically fit. Sleep is especially important for children and their growing minds and bodies. When children get enough sleep, it has a positive impact on their brain function, emotional wellbeing, physical health and their ability to function on a daily basis.

A recent study showed that more than half (54 per cent) of Australians access their phones during the last three minutes before they go to bed at night, which can be a big disruptor to sleep. Despite the negative influences of technology, many people also use it to help their children get to sleep. The rise in long-play ASMR (autonomous sensory meridian response) soundtracks on YouTube, for example, or other 'white noise' sounds (storm recordings, rain or waterfall sounds) have gained a massive following, and for many people these recordings are their go-to sleep aids.

Nutrition

A balanced, nutritious diet plays an important role in a child's growth and development. The parents of Generation Alpha have seen firsthand the change in children's health from their childhood to today - from increased childhood obesity to more sedentary lives, to the increase in food allergies and the heightened awareness of anaphylaxis and special dietary needs. This, along with these parents being more nutritionally informed, is giving Generation Alpha an improved nutritional foundation. A generation of new parents have themselves been seeking healthy eating from organic food, less meat in their diets, alcohol-free days, more label reading and additive avoidance.

When women today begin their pregnancies, there is far more awareness and intentionality around nutrition for the developing baby. Additionally, parents are supported in this direction with far more choice in supermarkets, clear labelling, health star ratings and an array of allergen-free options.

While we live in an increasingly digital world, it's important for us all to get outside, exercise, spend time off screens and get quality sleep. If we as adults can model this behaviour well, then Generation Alpha have a greater chance of developing healthy practices that can contribute to their overall health and wellbeing.

Tags: Emerging generations | Generation Alpha | wellbeing |

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Generation Alpha and physical wellbeing - McCrindle

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In recent years, wellbeing has become a key focus in society. The most well-known aspect of personal wellbeing is physical health, and children have been

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Younger Generations Are More Health-Conscious Than Previous Generations

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Younger Generations Are More Health-Conscious Than Previous Generations

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Study Shows Younger Generations Are More Health-Conscious Than Previous Generations

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Take one step in a grocery store, a quick scroll through your favorite social media platform, or even spend an hour watching TV and chances are you’ll notice the influx of health-related products nowadays. You may assume that these products are geared toward older generations since it is not uncommon for people to get more health conscious as they get older. However, new research is showing a growing trend on the opposite end of the spectrum, with more younger people becoming increasingly interested in their health than in generations before.

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Generation Alpha: 5 Traits That Will Reshape Healthcare / Blogs / Perficient

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Learn about five key attributes of Generation Alpha and how your healthcare digital strategies will need to adapt to these future consumers.

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by Josh Howarth
December 4, 2023

Generation Alpha is made up of people born - or yet to be born - between 2010 and 2025. They're the first generation born entirely in the 21st century. Broadly speaking, their parents are Millennials and their older siblings are Gen Zs.

Gen Alpha is in a unique position. While they're not the first digitally-native generation (that would be Gen Z), they understand and adapt to new technology faster than any previous generation.

Millions of Gen Alphas are yet to be born, and the oldest aren't even in high school yet. As such, their future outlook is mostly up in the air. But by examining their attitudes and perspectives today, we can get a clearer picture of what the future might hold for them.

Ready to learn about Generation Alpha?
Contents
Top Generation Alpha Statistics

Looking for a quick overview? Here are the top 5 Gen Alpha stats.

2.8 million Gen Alphas are born globally each week.

65% of Gen Alphas will work in jobs that don't exist today.

Generation Alpha is the most diverse generation in US history.

Half of Gen Alphas are expected to earn a university degree.

66% of Gen Alphas prefer to buy from companies that make a positive difference in the world.

Overall Generation Alpha Statistics

Generation Alpha is the first generation born in the 21st century. Raised with more diversity and technology than any previous generation, Gen Alphas see and interact with the world differently than their parents and older siblings. These stats cover who Gen Alphas are, the issues they face, and what matters most to them.

Almost 3 million Gen Alphas are born globally each week (McCrindle)

By 2025, there will be more than 2 billion Gen Alphas living in the world. India, China, and Indonesia are the top 3 countries for Gen Alpha births. Based on these projections, Generation Alpha will be the largest generation in history.

Generation Alpha is the most diverse generation in US history (Hotwire Global)

Racial demographics in the United States have been tilting toward more diversity over the past several decades, and Gen Alpha reflects that shift. According to the latest US census, 47% of American children identify as non-white.

Around 19 in 20 Gen Alphas aged 7-9 believe that everyone should be treated fairly no matter what they look like (Canvas8)

93% believe it's important to be "accepted for who you are." Additionally, 97% believe that everyone should have enough food to eat and 96% believe that everyone should have a place to live.

Gen Alphas will live longer than previous generations (World Bank)

Increased life expectancy has been a trend throughout human history, and there are already half a million centenarians alive today. The average human born in 1980 can expect to live for 63 years. Gen Alphas born in 2020 have a global average life expectancy of 73 years - 16% longer than their Millennial parents.

Generation Alpha considers family the most important thing in life (Wunderman Thompson)

When Wunderman Thompson asked 4,000 Gen Alphas what was most important in life, 71% said family. Friends (43%), happiness (31%), health (19%), and education (17%) rounded out the top 5 answers. TV (6%), social media (5%), and fame (2%) were all at the bottom of the list.

Generation Alpha Education & Career Statistics

Generation Alpha is growing up at an unprecedented time for both education and work. Remote learning and education technology give students more ways to learn. As Gen Alpha enters the workforce, they'll have exciting career paths that don't even exist today.

Half of Gen Alphas are predicted to earn a university degree (McCrindle)

Generation Alpha is set up to be the most highly-educated generation in history. Mark McCrindle predicts that 90% will earn a high school diploma (compared to 80% of Gen Z teenagers) and half will complete their secondary education.

84% of American students use technology in the classroom (Qustodio)

Most of the oldest American Gen Alphas spent at least one full school year remote learning during the COVID-19 pandemic. Since then, technology has become ubiquitous in education.
60% of American students have a school-provided device, and an additional 14% bring their own devices from home.
65% of fourth-graders aren't proficient in reading (AECF)

Reading is an important metric in predicting education outcomes. By the fourth grade, children are expected to learn other subjects by reading about them. With almost two-thirds of fourth graders underperforming in reading, literacy remains a top priority for today's educators.

Around 2 in 3 Gen Alphas will work in jobs that don't exist today (McCrindle)

With technology accelerating at a rapid pace, entirely new industries will exist by the time Gen Alpha enters the labor market. They'll also hold jobs in today's emerging industries, like artificial intelligence and blockchain technology.

67% of 6-9-year olds say they want to have a career that helps them save the planet (Wunderman Thompson)

When it comes to career outlook, "making a difference" is a common denominator among Gen Alphas. 59% say they want a career that involves saving lives. 51% want a career that allows them to use technology to make a difference.

STEM career opportunities could increase by 11% over the next decade (BLS)

By 2031, the oldest Gen Alphas will start entering the workforce. STEM - science, technology, engineering, and math - jobs are projected to grow at twice the rate as all jobs combined between now and then. The average STEM job commands a $95,000 median annual salary, compared to $45,000 for all jobs combined.

Generation Alpha Consumer Statistics

It might seem like a stretch to think of Gen Alpha as consumers since the oldest among them are still in primary school. But Alphas have money to spend, and plenty of brand awareness to influence the spending habits of their Millennial parents.

66% of Gen Alphas prefer to buy from companies that make a positive difference in the world (Wunderman Thompson)

82% of Gen Alphas say they're looking forward to having their own money so they can make their own purchases. Conscientious and sustainable companies are more likely to court Gen Alpha as buyers. 18% of Gen Alphas say they'd prefer to buy products made with sustainable materials.

Google searches for "environmental, social, and corporate governance" over the past 5 years.
25% of Gen Alphas use influencers as their main source of shopping inspiration (Wunderman Thompson)

While slightly more Gen Alphas get product inspiration from their friends (28%), influencers have a tremendous impact on Gen Alpha shopping behaviour. 55% of Gen Alphas want to buy products if they see their favorite YouTube or Instagram personalities using them.

Google searches for "fashion influencer" are up 96% over the past 5 years.
Gen Alpha's brand preferences are more likely to align with Millennials than Gen Z (NCSU)

Gen Alphas are often referred to as "mini Millennials" for a reason: their parents are mostly Millennials. Millennial parents' shopping behaviors are likely to get passed on to their Gen Alpha kids. Children can start recognizing - and even preferring brands - as young as 3 years old.

The number of Gen Alphas with bank account access has jumped 7% over the past year (GWI)

According to GWI, almost a third of global teens have access to a bank account. Companies like Greenlight offer debit cards specifically for kids and teens. In 2021 alone, kids had a collective $225 million in Greenlight savings accounts.

Generation Alpha Entertainment Statistics

What sort of media does Generation Alpha consume? How do they balance time spent outdoors, with friends, and in front of screens? Here are the latest Gen Alpha entertainment stats.

Gen Alpha spends more time looking at screens than any other generation (McCrindle)

Gen Alphas have access to smartphones and tablets from an increasingly early age. Children between 8 and 12 years old spend an average of 4 hours and 44 minutes in front of screens every day.

47% of Gen Alphas say they prefer to split their free time between screen time and being outdoors (Wunderman Thompson)

Smartphone addiction and social media addiction have been on the rise in recent years. Generation Alpha may represent the pendulum swinging in the opposite direction. In fact, more would rather spend time outside (27%) than indoors (26%). 46% of Gen Alphas say they wish to pursue a career that lets them work outdoors.

Gen Alphas use an average of 4.2 streaming services (GWI)

59% of Gen Alphas say that watching TV and movies is their favorite weekend activity, and 50% name it as their favorite after-school activity. 70% of 8 to 11-year-olds consider TV and movies to be among their favorite activities.

Singing and dancing are Gen Alpha's favorite TV show genres (GWI)

34% of Gen Alphas say they like watching TV shows they can dance to, while 33% say the same about singing shows. 30% enjoy watching shows about sports and 26% like watching cooking shows. Siblings also help influence Gen Alpha's watching habits, with 27% saying they'll watch what their siblings are watching.

Around 2 in 5 Gen Alpha gamers want to play video games that allow them to build or create (GWI)

Games designed to facilitate creativity are the top choice for Gen Alpha gamers. 58% report playing Minecraft over the past month, and 43% report the same for Roblox.

Google searches for "Roblox" over the past 5 years.
Wrap Up

Generation Alpha is the youngest generation living on the planet today. By the time they're all born in 2025, they'll be the largest demographic. Alphas are tech-savvy with a deep sense of environmental and social awareness.

As Gen Alpha matures, their expectations from brands, organizations, and governments are sure to have a lasting impact on the next several decades of human history.

For more related content, take a look at Key Gen Z Trends and Millennial Trends.

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Generation Alpha: Statistics, Data and Trends (2024)

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Gen Alpha is the current youngest generation born between 2010 and 2025. Here's how Alphas feel about education, brands, entertainment and more.

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Millennials and Gen Z are Redefining Fitness

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Millennials and Gen Z are Redefining Fitness

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How Millennials and Gen Z are Redefining Fitness Trends

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Explore how Millennials and Gen Z are reshaping fitness with technology, mindfulness, and sustainability.

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6 Health Challenges Faced By Generation Alpha

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Generation Alpha faces a unique set of health challenges that require attention and action from various stakeholders Read on to know them

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At the top of Gen Z's "in" list this year: all things wellness.

Gen Zers and millennials are now purchasing more wellness products and services than older generations are according to McKinsey's latest Future of Wellness research , which surveyed more than 5,000 consumers across China, the United Kingdom, and the United States.

Our research, by McKinsey senior partner and coauthors, shows that Gen Z is most interested in wellness spending that is focused on appearance and overall health. They also outspend older consumers on mindfulness-related wellness products such as meditation classes, mindfulness apps, and therapy sessions (no surprise here, given Gen Z's mental health challenges).

Other findings from the report: 56 percent of Gen Z consumers in the United States say fitness is a "very high priority," compared with 40 percent of US consumers overall. Plus, a focus on healthy aging isn't exclusive to older generations interested in improving their longevity; younger consumers, too, are seeking preventive solutions to health issues typically associated with aging.

There are a bunch of possible reasons why Gen Z is so interested in health and wellness at such a young age. For one thing, Gen Z has more exposure and access to information about health and wellness at an earlier age than other generations have had (FitTok alone , a corner of TikTok where people share workouts, food plans, and other fitness-related content, has amassed more than 64 billion views). It's also possible that the COVID-19 pandemic-which catalyzed a global focus on health and wellness-coincided with Gen Z's formative years. And to stave off loneliness , Gen Z is looking for friends in so-called third places, which often include gyms or fitness classes .

Wellness brands are already adapting their offerings to better appeal to Gen Zers (one fitness brand, for example, is creating content directly for social media platforms).

But Gen Z's wellness preferences are affecting more than just companies devoting themselves exclusively to that space. Hotels, for example, are broadening their wellness center and gym offerings to appeal to their youngest clients (and the best ones will integrate generative AI to help their fitness offerings stand out). One travel advertising exec says Gen Z has been interested in excursions that include forest bathing (take a walk on the wild side!), fruit harvesting ( a Fuji apple a day ), and plant-based cooking courses ().

Companies can think about wellness not just as a product or service but as an employee benefit, too . Perks such as gym membership stipends or mental health resources, for example, could help businesses attract more Gen Z employees .

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Mind the Gap: Gen Zers are obsessed with wellness

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Welcome back! This week, we're looking at Gen Z's wellness habits.

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Wellness is a daily, active pursuit for millennials. They are eating healthier and exercising more than previous generations.

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As the first native smartphone generation, Gen Z consumers are entertainment omnivores. Their handheld devices allow them immediate access to a wealth of platforms and content and they are taking full advantage.

The latest 2023 results of Hub Entertainment Research's annual Video Redefined survey shows that unlike their older counterparts for whom TV and movies still dominate entertainment time, Gen Z devotes as much time to gaming, social media, and non-premium video as they do to traditional TV and films.

Smartphones dominate as Gen Z's choice for viewing video:

Nearly twice as many Gen Z consumers use a smartphone to watch video in a typical week as they use a traditional MVPD set-top box.

Gaming, non-premium video, and social media compete on equal terms with TV and movies for Gen Z's entertainment time:

Given their overwhelming use of smartphones, it's not surprising the proportion of Gen Z's entertainment time spent watching TV is less than half that of viewers over 35. Gaming, non-premium video and social media are on par with TV and movies among young viewers.

While older viewers still watch more traditional TV, a third of them admit that their use of non-premium video has cut into their 'regular' TV viewing time.

Gen Z watches considerably more non-premium video, but older viewers are catching up:

Gen Z viewers spend nearly two hours a day watching non-premium video (short form, user generated, influencer, etc.), considerably more than older adults. But people 35 and up are watching significantly more non-premium video than they were a year ago - two more hours a week - largely to keep up to date on news and other current topics of interest.

Gen Z uses Instagram, TikTok, and Snapchat, but everyone uses YouTube:

More than eight in 10 of all viewers use YouTube in a given week. But compared to those 35+, twice as many Gen Zs use Instagram and TikTok, and three times as many use Snapchat to watch video.

Viewers make important distinctions among social video platforms:

People who use multiple social platforms recognise that each delivers unique benefits. TikTok delivers on short, trendy entertainment, while YouTube's extensive library is a place to go for informative content.

"There's no doubt that younger viewers are not as devoted to traditional TV and movies as previous generations have been," states Mark Loughney, Senior Consultant for Hub. "This presents one more challenge to legacy media companies as they navigate the future of the video ecosystem. "It would be futile for them to try to claw back time from non-traditional platforms, so instead media companies should look to social media as opportunities to reach Gen Z with premium content."

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Research: For Gen Z, everything is entertainment

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As the first native smartphone generation, Gen Z consumers are entertainment omnivores. Their handheld devices allow them immediate access to a wealth of platfo

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What entertainment does Gen Z prefer? - Northwest

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Kids these days: They’re just not programmed to watch TV like their elders.

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Generation Alpha Are The Biggest Gaming Enthusiasts, Study Finds - Forbes India

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Video games play an essential role in the lives of Generation Alpha (people born after 2010), according to Newzoo’s Global Gamer Study 2023

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Generation Alpha: Online Habits and Media Preferences by the Numbers - Basis Technologies

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Discover key statistics about Gen Alpha to enhance your digital advertising strategy. Learn about their online behavior and preferences to effectively engage this emerging demographic.

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Millennials in the Workplace Statistics 2024: Latest Trends | TeamStage

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These millennials in the workplace statistics provide crucial insight into the demographic that will soon represent 75% of the global workforce.

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Pew Research Center's Social & Demographic Trends Project

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Over the past 50 years - from the Silent Generation's young adulthood to that of Millennials today - the United States has undergone large cultural and societal shifts. Now that the youngest Millennials are adults, how do they compare with those who were their age in the generations that came before them?

In general, they're better educated - a factor tied to employment and financial well-being - but there is a sharp divide between the economic fortunes of those who have a college education and those who don't.

Millennials have brought more racial and ethnic diversity to American society. And Millennial women, like Generation X women, are more likely to participate in the nation's workforce than prior generations.

Compared with previous generations, Millennials - those ages 22 to 37 in 2018 - are delaying or foregoing marriage and have been somewhat slower in forming their own households. They are also more likely to be living at home with their parents, and for longer stretches.

And Millennials are now the second-largest generation in the U.S. electorate (after Baby Boomers), a fact that continues to shape the country's politics given their Democratic leanings when compared with older generations.

Those are some of the broad strokes that have emerged from Pew Research Center's work on Millennials over the past few years. Now that the youngest Millennials are in their 20s, we have done a comprehensive update of our prior demographic work on generations. Here are the details.

Education

Today's young adults are much better educated than their grandparents, as the share of young adults with a bachelor's degree or higher has steadily climbed since 1968. Among Millennials, around four-in-ten (39%) of those ages 25 to 37 have a bachelor's degree or higher, compared with just 15% of the Silent Generation, roughly a quarter of Baby Boomers and about three-in-ten Gen Xers (29%) when they were the same age.

Gains in educational attainment have been especially steep for young women. Among women of the Silent Generation, only 11% had obtained at least a bachelor's degree when they were young (ages 25 to 37 in 1968). Millennial women are about four times (43%) as likely as their Silent predecessors to have completed as much education at the same age. Millennial men are also better educated than their predecessors. About one-third of Millennial men (36%) have at least a bachelor's degree, nearly double the share of Silent Generation men (19%) when they were ages 25 to 37.

While educational attainment has steadily increased for men and women over the past five decades, the share of Millennial women with a bachelor's degree is now higher than that of men - a reversal from the Silent Generation and Boomers. Gen X women were the first to outpace men in terms of education, with a 3-percentage-point advantage over Gen X men in 2001. Before that, late Boomer men in 1989 had a 2-point advantage over Boomer women.

Employment

Boomer women surged into the workforce as young adults, setting the stage for more Gen X and Millennial women to follow suit. In 1966, when Silent Generation women were ages 22 through 37, a majority (58%) were not participating in the labor force while 40% were employed. For Millennial women today, 72% are employed while just a quarter are not in the labor force. Boomer women were the turning point. As early as 1985, more young Boomer women were employed (66%) than were not in the labor force (28%).

And despite a reputation for job hopping, Millennial workers are just as likely to stick with their employers as Gen X workers were when they were the same age. Roughly seven-in-ten each of Millennials ages 22 to 37 in 2018 (70%) and Gen Xers the same age in 2002 (69%) reported working for their current employer at least 13 months. About three-in-ten of both groups said they'd been with their employer for at least five years.

Of course, the economy varied for each generation. While the Great Recession affected Americans broadly, it created a particularly challenging job market for Millennials entering the workforce. The unemployment rate was especially high for America's youngest adults in the years just after the recession, a reality that would impact Millennials' future earnings and wealth.

Income and wealth

The financial well-being of Millennials is complicated. The individual earnings for young workers have remained mostly flat over the past 50 years. But this belies a notably large gap in earnings between Millennials who have a college education and those who don't. Similarly, the household income trends for young adults markedly diverge by education. As far as household wealth, Millennials appear to have accumulated slightly less than older generations had at the same age.

Millennials with a bachelor's degree or more and a full-time job had median annual earnings valued at $56,000 in 2018, roughly equal to those of college-educated Generation X workers in 2001. But for Millennials with some college or less, annual earnings were lower than their counterparts in prior generations. For example, Millennial workers with some college education reported making $36,000, lower than the $38,900 early Baby Boomer workers made at the same age in 1982. The pattern is similar for those young adults who never attended college.

Millennials in 2018 had a median household income of roughly $71,400, similar to that of Gen X young adults ($70,700) in 2001. (This analysis is in 2017 dollars and is adjusted for household size. Additionally, household income includes the earnings of the young adult, as well as the income of anyone else living in the household.)

The growing gap by education is even more apparent when looking at annual household income. For households headed by Millennials ages 25 to 37 in 2018, the median adjusted household income was about $105,300 for those with a bachelor's degree or higher, roughly $56,000 greater than that of households headed by high school graduates. The median household income difference by education for prior generations ranged from $41,200 for late Boomers to $19,700 for the Silent Generation when they were young.

While young adults in general do not have much accumulated wealth, Millennials have slightly less wealth than Boomers did at the same age. The median net worth of households headed by Millennials (ages 20 to 35 in 2016) was about $12,500 in 2016, compared with $20,700 for households headed by Boomers the same age in 1983. Median net worth of Gen X households at the same age was about $15,100.

This modest difference in wealth can be partly attributed to differences in debt by generation. Compared with earlier generations, more Millennials have outstanding student debt, and the amount of it they owe tends to be greater. The share of young adult households with any student debt doubled from 1998 (when Gen Xers were ages 20 to 35) to 2016 (when Millennials were that age). In addition, the median amount of debt was nearly 50% greater for Millennials with outstanding student debt ($19,000) than for Gen X debt holders when they were young ($12,800).

Housing

Millennials, hit hard by the Great Recession, have been somewhat slower in forming their own households than previous generations. They're more likely to live in their parents' home and also more likely to be at home for longer stretches. In 2018, 15% of Millennials (ages 25 to 37) were living in their parents' home. This is nearly double the share of early Boomers and Silents (8% each) and 6 percentage points higher than Gen Xers who did so when they were the same age.

The rise in young adults living at home is especially prominent among those with lower education. Millennials who never attended college were twice as likely as those with a bachelor's degree or more to live with their parents (20% vs. 10%). This gap was narrower or nonexistent in previous generations. Roughly equal shares of Silents (about 7% each) lived in their parents' home when they were ages 25 to 37, regardless of educational attainment.

Millennials are also moving significantly less than earlier generations of young adults. About one-in-six Millennials ages 25 to 37 (16%) have moved in the past year. For previous generations at the same age, roughly a quarter had.

Family

On the whole, Millennials are starting families later than their counterparts in prior generations. Just under half (46%) of Millennials ages 25 to 37 are married, a steep drop from the 83% of Silents who were married in 1968. The share of 25- to 37-year-olds who were married steadily dropped for each succeeding generation, from 67% of early Boomers to 57% of Gen Xers. This in part reflects broader societal shifts toward marrying later in life. In 1968, the typical American woman first married at age 21 and the typical American man first wed at 23. Today, those figures have climbed to 28 for women and 30 for men.

But it's not all about delayed marriage. The share of adults who have never married is increasing with each successive generation. If current patterns continue, an estimated one-in-four of today's young adults will have never married by the time they reach their mid-40s to early 50s - a record high share.

In prior generations, those ages 25 to 37 whose highest level of education was a high school diploma were more likely than those with a bachelor's degree or higher to be married. Gen Xers reversed this trend, and the divide widened among Millennials. Four-in-ten Millennials with just a high school diploma (40%) are currently married, compared with 53% of Millennials with at least a bachelor's degree. In comparison, 86% of Silent Generation high school graduates were married in 1968 versus 81% of Silents with a bachelor's degree or more.

Millennial women are also waiting longer to become parents than prior generations did. In 2016, 48% of Millennial women (ages 20 to 35 at the time) were moms. When Generation X women were the same age in 2000, 57% were already mothers, similar to the share of Boomer women (58%) in 1984. Still, Millennial women now account for the vast majority of annual U.S. births, and more than 17 million Millennial women have become mothers.

Voting

Younger generations (Generation X, Millennials and Generation Z) now make up a clear majority of America's voting-eligible population. As of November 2018, nearly six-in-ten adults eligible to vote (59%) were from one of these three generations, with Boomers and older generations making up the other 41%.

However, young adults have historically been less likely to vote than their older counterparts, and these younger generations have followed that same pattern, turning out to vote at lower rates than older generations in recent elections.

In the 2016 election, Millennials and Gen Xers cast more votes than Boomers and older generations, giving the younger generations a slight majority of total votes cast. However, higher shares of Silent/Greatest generation eligible voters (70%) and Boomers (69%) reported voting in the 2016 election compared with Gen X (63%) and Millennial (51%) eligible voters. Going forward, Millennial turnout may increase as this generation grows older.

Generational differences in political attitudes and partisan affiliation are as wide as they have been in decades. Among registered voters, 59% of Millennials affiliate with the Democratic Party or lean Democratic, compared with about half of Boomers and Gen Xers (48% each) and 43% of the Silent Generation. With this divide comes generational differences on specific issue areas, from views of racial discrimination and immigration to foreign policy and the scope of government.

Population change and the future

By 2019, Millennials are projected to number 73 million, overtaking Baby Boomers as the largest living adult generation. Although a greater number of births underlie the Baby Boom generation, Millennials will outnumber Boomers in part because immigration has been boosting their numbers.

Millennials are also bringing more racial and ethnic diversity. When the Silent Generation was young (ages 22 to 37), 84% were non-Hispanic white. For Millennials, the share is just 55%. This change is driven partly by the growing number of Hispanic and Asian immigrants, whose ranks have increased since the Boomer generation. The increased prevalence of interracial marriage and differences in fertility patterns have also contributed to the country's shifting racial and ethnic makeup.

Looking ahead at the next generation, early benchmarks show Generation Z (those ages 6 to 21 in 2018) is on track to be the nation's most diverse and best-educated generation yet. Nearly half (48%) are racial or ethnic minorities. And while most are still in K-12 schools, the oldest Gen Zers are enrolling in college at a higher rate than even Millennials were at their age. Early indications are that their opinions on issues are similar to those of Millennials.

Of course, Gen Z is still very young and may be shaped by future unknown events. But Pew Research Center looks forward to spending the next few years studying life for this new generation as it enters adulthood.
All photos via Getty Images

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Millennial life: How young adulthood today compares with prior generations

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Now that the youngest Millennials are adults, how do they compare with those who were their age in the generations that came before them?

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Generation Z, term used to describe Americans born during the late 1990s and early 2000s. Some sources give the specific year range of 1997-2012, although the years spanned are sometimes contested or debated because generations and their zeitgeists are difficult to delineate. Generation Z follows the millennial generation, sometimes called Generation Y, which followed Generation X, the first generation to be assigned a letter. Reaching the end of the standard Latin alphabet, Generation Z is succeeded by Generation Alpha, the first generation to be assigned a Greek letter.

Members of Generation Z, or Gen Zers, have been undeniably shaped by the Great Recession of 2007-09 and the COVID-19 pandemic. They grew up in the era of the iPhone, which debuted in 2007, and of the U.S. Department of Homeland Security, a governmental department founded in 2002 after the September 11 attacks that most of them are too young to remember. Because of this, early names for Gen Z included "iGeneration" and "Homelanders." In their early years they witnessed watershed social changes, such as the election of the first Black U.S. president ( Barack Obama) and the legalization of same-sex marriage.

Generation Z is, in general, the most diverse generation of Americans to date in a variety of demographics. Nearly 50 percent of Gen Zers are racial and ethnic minorities, and 1 in 4 identifies as Hispanic. Gen Zers are more likely than previous generations to have at least one foreign-born parent, although immigrants make up a smaller proportion of Generation Z than of millennials. Gen Zers have grown up in more diverse settings than did previous generations and have higher percentages of single-parent families, mixed-race families, and LGBTQ+ parents in legally recognized partnerships. In fact, 16 percent of Gen Zers identify as part of the LGBTQ+ community themselves, more than any previous generation. They are also shifting and eschewing gender norms more than any previous generation, with more than half of Gen Zers saying that forms and profiles should allow for sex or gender options other than "man" and "woman."

They are more likely to reside in cities and metropolitan areas, only 13 percent growing up in rural areas, and Gen Zers are less likely to move than those of previous generations were at the same age. Research in 2018 showed that the oldest members of Gen Z were delaying or perhaps even foregoing marriage, only 4 percent getting married between the ages of 18 and 21-nearly half as many as in the millennial generation, of which 7 percent got married at a young age. This may be partly because more of them are going to college.

Gen Z is the first true digital native generation. As opposed to millennials, the generation that lived through the rise of the Internet while still growing up with cable television and landline phones, Gen Zers have lived their lives fully connected digitally. Most of them do not remember life before smartphones, and all have grown up during a time of ubiquitous access to streaming content and social media. The way they interact with the Internet and with each other via the Internet is different from the ways of previous generations. Whereas millennials went through an era of very open and personal posting on social media-deeply personal and public posts on Facebook, Twitter, or blogs-Gen Zers have turned more toward anonymous forms of social media, such as Snapchat and Whisper, which allow users to keep their audience limited and have messages disappear after the recipient views them.

Some reports have noted members of Generation Z as more pragmatic and earlier to mature than those of previous generations, Gen Zers being more likely to graduate high school, more likely to go to college, and more cautious in their career choices. They are more likely than any previous generation to have at least one parent who graduated college. They were found less likely to engage in underage drinking or to ride in cars without wearing a seat belt. This may be partly because of their being mostly raised by Generation X parents, who were largely concerned with childhood safety. Another contributing factor could be that Gen Zers were growing up during the recession of 2007-09, during which they witnessed adults around them experiencing financial trouble and employment instability. As they began moving into adulthood, Gen Zers aimed to avoid the difficulties that plagued the generations, including the baby boom, before them.

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Gen Z | Years, Age Range, Meaning, & Characteristics

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Generation Z, term used to describe Americans born during the late 1990s and early 2000s. Some sources give the specific year range of 1997-2012, although the years spanned are sometimes contested or debated because generations and their zeitgeists are difficult to delineate. Generation Z follows

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A majority of Generation Z (83%) in the U.S. say that a college education today is "very important" or "fairly important," according to new data from the Gallup and Walton Family Foundation-State of American Youth Survey. Thirty-nine percent of Gen Z, defined for this study as people aged 12 to 26, think a college education is very important.

This favorable perception of higher education among Gen Z is noteworthy given that, among U.S. adults more generally, concern about college affordability remains high and confidence in higher education is low. In fact, confidence in higher education as a U.S. institution has dropped 21 percentage points since 2015.

Within the Gen Z cohort, the youngest youth are slightly more likely than their older counterparts to rate a college education as important. Eighty-seven percent of youth aged 12 to 15 deem a college education very or fairly important, compared with 80% of 16- to 18-year-olds, 85% of 19- to 21-year-olds and 82% of 22- to 26-year-olds.

The oldest members of Gen Z, aged 22 to 26 -- who are the most likely within this generation to have finished an undergraduate degree -- are the least likely to rate a college education as very important. Prior Gallup research from 2019 found that while most adults view a college education as important overall, younger Americans, particularly those under 30, are the least likely across generations to view a college education as very important.

The latest findings are based on a Gallup Panel web survey, conducted April 24 to May 8, 2023, with 3,114 U.S. youth aged 12 to 26.

Female, Democratic, Black Gen Z View College Education as More Important

Female members of Gen Z (87%) are more likely than males (80%) to believe a college education is very or fairly important.

The vast majority of the adult Gen Z group who identify as Democrats believe a college education is important (93%), compared with 75% of Republicans and 82% of independents in the same age range. This is largely consistent with the partisan patterns found among U.S. adults aged 18 and older in 2019 -- when 62% of Democrats said a college education is very important, compared with 50% of independents and 41% of Republicans.

Black (87%) and Hispanic (85%) Gen Z members, who remain underrepresented on college campuses, are more likely than White Gen Z members (81%) to say a college education is important. These differences in importance by race/ethnicity are consistent with Gallup data on U.S. adults from 2013 and 2019, which showed Black and Hispanic adults are more likely than White adults to view a college education as very important.

Younger Gen Z Feel Pressured by Parents to Attend College

A majority of the youngest members of Gen Z -- those who are still enrolled in K-12 schools -- view a college education as important (85%), and nearly two-thirds (62%) intend to pursue a degree after high school. This interest in higher education may in part relate to the messaging about college from their parents.

More than half of Gen Z K-12 students (55%) report feeling pressured "a lot" or "some" by their parents to get into a good college. Students who say higher education is very important are nearly five times more likely than those who say it is "not too important" to feel pressure from their parents (29% vs. 6%, respectively).

That Gen Z youth feel pressure to attend college is perhaps not surprising, given 73% of their parents report wanting their student to pursue a two- or four-year college degree immediately after high school. Parents are encouraging their children to pursue a college degree despite having low confidence in higher education as an institution: 39% of U.S. adults aged 35 to 54 report having a "a great deal" or "quite a lot" of confidence in higher education. Parents may thus see the long-term value in a college degree even if they have concerns with the current state of the higher education sector.

Half of College-Bound Gen Z Youth Believe They Can Afford College

Fifty-three percent of Gen Z K-12 students who want to pursue a college degree believe they will be able to afford it. Concerns about college affordability hold across demographic subgroups, including by age, gender and race/ethnicity.

Notably, Black K-12 youth interested in pursuing a college education (39%) are less likely than their Hispanic (56%) and White counterparts (57%) to strongly agree or agree that they can afford college. Concerns about affordability could contribute to why Black students have the lowest rate of immediate college enrollment after high school of any racial or ethnic group. The U.S. Department of Education Institute of Education Sciences found that in 2020, 54% of Black students enrolled in college immediately after high school, compared with 67% of White students and 60% of Hispanic students. Furthermore, according to the National Student Clearinghouse Research Center's Completing College 2022 report, Black students have the lowest college completion rates.

Implications

Perceptions of the importance and affordability of postsecondary education among Gen Z members are particularly critical given the challenges facing the higher education sector -- namely, declining enrollments and stagnating graduation rates.

Enrollments were consistently declining across all institutional sectors long before the pandemic, and while the rate of decline has stabilized for many institutions, rates among two-year institutions in particular continue to decline. The looming "enrollment cliff" brought about by projected declines in the size of the college-aged population means that enrollment rates will, likely at best, remain stagnant -- and, at worst, decline.

Graduation rates are also a concern, as the national college completion rate has stalled. The six-year overall completion rate for the fall 2016 entering cohort was 62.3% -- essentially unchanged from the previous year's cohort, according to the Completing College report. Graduation rates for public two-year colleges -- which serve over 40% of all undergraduates nationally -- remain especially low at 43.1%.

The future of higher education in the U.S. is highly contingent on how youth today view both the importance of a college degree and their ability to successfully access -- and complete -- degree programs. While this research highlights that most youth today think college is important, it illuminates significant concern among Gen Z about college affordability. Research consistently shows that uncertainty about how to pay for college hinders students from pursuing postsecondary education -- and completing a degree once they start it -- even though earnings and long-term outcomes for those with a postsecondary credential remain strong. Much work remains to ensure that a college education is financially attainable for youth today and that youth interested in pursuing a college pathway have the resources to make informed decisions about investing in a college education.

Learn more from the Gallup and Walton Family Foundation-State of American Youth Survey.

To stay up to date with the latest Gallup News insights and updates, follow us on Twitter.

Author(s)

Tara P. Nicola, Ph.D., is a Senior Consultant at Gallup who conducts higher education research.

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Majority of Gen Z Consider College Education Important

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Gallup and Walton Family Foundation find Gen Z value college despite rising costs and declining adult confidence.

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Generation Alpha may never see a camera that requires film, and they'll never have to wait for their photos to be developed. The only phones they've ever seen also take photos, record videos, access the internet and play games-this is a far cry from landline telephones that could be taken 'off the hook'!

As such, a shift in educational engagement is occurring for Generation Alpha, with schools switching from structural and auditory learning to engaging, visual, multimodal and hands-on methods of educating this emerging generation.

Because their parents will indulge them in more formal education and at an earlier age, Generation Alpha will have access to more information than any other generation gone before. Their formal education has never been equalled in the history of the world, with a predicted 1 in 2 Generation Alphas to obtain a university degree.

Generation Alpha will surpass even the praised and sophisticated Zeds in terms of education, with 90 per cent predicted to complete high school, compared to 79.9 per cent today, and with the majority going on to further study in some form.

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Generation Alpha may never see a camera that requires film, and they'll never have to wait for their photos to be developed. The only phones they've ever seen also take photos, record videos, access the internet and play games-this is a far cry from landline telephones that could be taken 'off the hook'!

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Fashion Forward: The Impact of Gen Alpha, UGC Experiences, and Emerging Trends - Genies

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The Future of Retail: How Gen Alpha Will Change the Shopping Experience – The Marketing Hustle

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As Generation Alpha grows up in a world that is constantly connected, highly personalized, and deeply intertwined with technology, their approach to shopping is poised to revolutionize the retail industry.

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35+ Thrifting Statistics: Industry, Store & More (2024)

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With that in mind, we will go over some key thrifting statistics, as well as thrift shopper and industry trends. 👗📈.

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30+ Gen Z travel statistics and trends [2024 update]

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Get an in-depth look at the next generation of young travelers with these 32 statistics demonstrating how Gen Z is redefining travel needs.

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Millennials are a powerful force in the modern travel industry thanks to their high spending power and changing preferences. Millennial travel trends are significantly shaping the modern travel industry, with this generation estimated to have an astonishing $200 billion in spending power, making them a highly desirable demographic for companies across all industries, including the travel industry. Not only that, but they are also heavily influencing how both business and leisure travel works, from product preferences to booking methods.

Today this generation represents 31.5% of the world's population. Millennials often prioritize experiences over things and often prefer solo travel when choosing where to go. In their efforts to attract this younger demographic, many companies create custom content that speaks directly to millennial travelers, such as targeted social media campaigns and user-generated content featuring personal experiences of destinations or products. Furthermore, millennials are typically drawn to individualized planning rather than purchasing package tours.

All of these trends show that millennials make use of their smartphones not just for research or bookings but for wanderlust inspiration as well.

Lets have a look at some of the millennial travel statistics that you should know this year:

Which Generation Travels The Most?

The research into the US tourism industry has shown that Millennials travel more than other generations. According to Expedia, Millennials in the US travel 35 days per year on average - approximately one third more than Generation Z and Baby Boomers, who only take two weeks of vacation annually.

Despite taking more trips on average though, Millennials tend to spend less on each vacation. In 2019 the average Millennial had a total budget of $4,400 for five trips including three overseas vacations; whereas Generation X and Baby Boomers had annual budgets of $5,400 and $6,600 respectively.

Nevertheless, when it comes to travel habits, Millennials are proving themselves to be far more adventurous than older generations. They prefer shorter stays with an emphasis on experience over leisure time. As such, they have become known for exploring off-the-beaten-track destinations and meaningful activities such as volunteering or Educational Tours rather than lounging by a private pool or beach.

With their eagerness for unique experiences and wanderlust spirit ingrained into them from young age, it's no surprise that Millennials are travelling much more frequently and extensively than their older counterparts .

Millennial Traveler Characteristics

Demographics and Psychographics

Millennial travelers are a unique demographic with distinct characteristics that set them apart from other generations. Born between 1981 and 1996, millennials are currently between the ages of 26 and 41. They represent the largest population group in the US, making up over 73% of the population.

Unlike older generations, millennials are more likely to have delayed traditional milestones such as buying a home, getting married, and having children. Many are still living at home with their parents, reflecting broader economic trends and lifestyle choices.

In terms of psychographics, millennial travelers are deeply engaged with social issues, particularly climate change and its impacts. This generation is more likely to support businesses that align with their values, making ethical considerations a significant factor in their purchasing decisions.

Financially, millennials are highly conscious, often due to the burden of student debt and the challenges of entering a competitive housing market. Their top concerns include the cost of living (36%), climate change (25%), and healthcare (20%).

These factors collectively shape their travel preferences, making them more inclined towards cost-effective and environmentally friendly travel options.

Top Millennial Travel Statistics you should know

The research into the US tourism industry has shown that understanding millennials travel trends is crucial for businesses aiming to target this demographic. Millennials travel more than other generations.

Millennials in the US travel 35 days per year on average - approximately one third more than Generation Z and Baby Boomers, who only take two weeks of vacation annually.

Average Spending Per Trip (2020-2023)

From 2020 to 2023, the average expenditure per trip for Millennials amounted to $4141.

Perception of Safety During the Pandemic

During the pandemic, a mere 26% of Millennials believed that travel was unsafe, contrasting with 41% of baby boomers who held the same perception.

Travel Plans in 2022 (Millennials vs. Baby Boomers)

In 2022, Millennials were 71% more inclined to either maintain or increase their travel plans compared to baby boomers, as compared to their pre-pandemic habits.

Impact of Covid-19 Vaccine on Travel Feelings

In 2022, 77% of Millennials felt that the Covid-19 vaccine enhanced the safety of travel.

Airbnb Customer Demographics (2022)

In 2022, Millennials comprised 45% of Airbnb's customer base. It is clear that they prioritize experiences over things, as well as individualized planning rather than package tours. This generation is increasingly looking for ways to make their trips unique and memorable.

Environmental Concerns for 2023 Vacations

In 2023, a substantial 82% of Millennials express a desire to embark on vacations with minimal environmental impact.

Domestic Flight Frequency by Generation

Over the past year, 18% of millennial travelers have taken three or more domestic flights, whereas this figure stands at 10% for Gen Xers and 6% for baby boomers.

Total Spending on Travel in 2018

In 2018, Millennials collectively spent $200 billion on travel, and a significant 33% of them intend to allocate a budget exceeding $5000 for their vacations.

Booking and Research Habits (Smartphone Usage)

A substantial 66% of millennial travelers utilize their smartphones for booking trips, while 74% use them for research purposes.

Travel Frequency Across Generations

Last year (2022), 82% of millennials embarked on travel adventures, surpassing the travel rate of all other generational groups, which averaged at 75%.

Wellness-Oriented Travel Prioritization

A notable 61% of millennial travelers place a high priority on trips that emphasize personal wellness.

Annual Trip Frequency by Generation

On average, Millennials embarked on 5.6 trips each year, exceeding the travel frequency of Gen Z (4.4), Gen X (4.0), and Baby Boomers (3.5).

Influence of Media on Destination Choice

Within the experience economy, 70% of Millennials report that they have been motivated to visit a destination after encountering it in TV shows, news sources, or movies.

Restaurant-Centric Trip Planning

Nearly half, or 47%, of Millennials have designed their entire trips with a specific restaurant visit as the focal point.

Instagram as a Travel Inspiration Source

A significant 46% of Millennials embark on travel adventures with the purpose of exploring places they've previously encountered on Instagram.

Social Media Sharing of Travel Experiences

A staggering 97% of Millennials plan to share their travel experiences on social media platforms, and two-thirds of them intend to post at least once a day.

Solo Travel Preferences

Approximately 58% of Millennials have expressed an inclination toward solo travel, with 26% having already experienced it.

Traveling with Children (Millennials)

Among Millennials with children, 44% have journeyed as a family unit, and of these, 62% included children under the age of five in their travels.

What type of trips do Millennials prefer?

The majority of Millennials' trips are leisure trips, with 87 percent of their trips taken for vacation days and long weekends off work. Beach vacations were the most popular type of holiday among Millennial travelers in 2019, followed by city escapes and nature trips.

Interestingly, Millennials also put a lot of emphasis on travel for business and education, taking 31% of their trips for work-related purposes and 14% for educational endeavours.

Where do Millennials Travel?

Millennials, more than any other generation before them, have taken to traveling the world and forgoing traditional conventions of office work or 9-5 lifestyles. This growing trend among young adults of all socioeconomic statuses has been spurred on by the rapid growth in budget airlines, hotel chains offering excellent value deals, and social media influencers whose job it is to present travel destinations as a must-visit.

There is little data available on what specific destinations Millennials travel to each year, but the Independent reports some of the top trending locations include Bora Bora (+24%) and Saint Martin (+21%). Even though these two are rising in popularity among digital nomads and extravagant travelers alike, leading global destinations like France, Spain, United States, China, Italy, Turkey, Mexico, Germany, Thailand and United Kingdom remain popular choices for those seeking a break from routine life while travelling abroad.

The rise of these top ten Millennial travel destinations offer affordable luxury with stunning views alongside endless exploring possibilities that one wouldn't be able to find in traditional holiday packages so there is no wonder foresight into why this generation is flocking to explore new cultures this way.

According to the Independent, these are trending millennial travel destinations listed below:

Top 10 Millennial Travel Destinations

The Top Destination Choice for Millennials

France tops the list of dream destinations for Millennials, being the number one choice if they had the opportunity to travel anywhere in the world.

Rise in City Breaks (2004-2022)

The popularity of city breaks has experienced an 82% increase since 2004, now constituting 22% of all global holiday preferences.
Media Influence on Destination Choice
A substantial 70% of Millennials report that they've been motivated to travel to a particular destination after encountering it in TV shows, news sources, or movies.
International Travel Expectations (Early 2022)
In the initial half of 2022, it was anticipated that 49% of millennial travelers would venture on international journeys.
Restaurant-Centric Trip Planning (Millennials)
Nearly half, 47%, of Millennials have structured their entire trips around the goal of visiting a specific restaurant.
Food Festival-Centered Trip Planning (Millennials)
A substantial 45% of Millennials have organized trips with the primary purpose of participating in a food festival.
Preference for Beach Resorts (Next 12 Months)
Within the upcoming 12 months, 40% of Millennials express a desire to visit beach resorts as part of their travel plans.
Metropolitan City Travel Plans (Next 12 Months)
In the upcoming year, 38% of Millennials are planning to explore metropolitan cities as part of their travel agenda.
Desire for Once-in-a-Lifetime Vacation (2022)
In 2022, a significant 67% of millennial travelers expressed a desire to embark on a once-in-a-lifetime vacation.
Travel Destination Preferences in the US (Domestic vs. International)
When it comes to leisure travel in the United States, Millennial travelers predominantly favor domestic destinations, with 79% of their travel preferences leaning towards domestic options. Nevertheless, one out of every three Millennials is gearing up for international vacations within the next two years.
US Millennial Travel Plans (Domestic vs. International)
In the United States, on an annual basis, 51% of Millennials anticipate embarking on trips to both domestic and international destinations, while 42% intend to restrict their travel to domestic locations, and 7% plan to exclusively explore international destinations.
Shift in Domestic vs. International Travel (US Millennials)
Currently, 79% of Millennial travel in the United States is primarily focused on domestic destinations. However, within the next 24 months, a notable 33% of US Millennials have intentions to explore international travel options.

Millennials Spending on Travel

Millennials are one of the most passionate groups when it comes to travelling. In 2018, US millennials spent an astounding $200 billion on travel and they expect that this number will continue to increase in 2022. Furthermore, 33% of them have a spending budget of more than $5000 for their vacation, so when it comes to experience new places and cultures they tend to be willing to splurge.

Looking for the best deal is also important as 92% of US Millennials look for discounts or cheaper ways to travel before making a booking. Moreover, they travel more than any other generation, taking an average of 35 days per year!

In regards to domestic flights specifically, 18% of millennials reported having taken three or more in the previous year compared 10% of Gen Xers and just 6% of baby boomers. Furthermore, 68% said that they would consider splurging on big trips in 2022.

Why Millennials Love Travel

One of the main reasons why Millennials love travelling so much is because of how much it broadens their perspectives, helps them dive deeper into cultures, and provides life-changing experiences.

A lot of millennials choose travel as a way to unplug from their day-to-day lives and refresh. According to data collected from Millennial Travel Statistics, 86% of millennials travel for experience and culture while 44% wanted to party and only 28% want to shop - this shows the priorities they have when travelling compared to other generations.

Millennials enjoy connecting with locals for an authentic tour and visiting with family or friends at their destination-connecting with people can make a trip especially meaningful.

Numerous studies suggest that taking trips can improve a person's well being by alleviating stress levels due to environmental changes, receiving new guidance or advice from others along the way, exploring different terrains/nuts, etc.. Through these various factors it is clear why millennials value travel so deeply and seek it out no matter what age.

Primary Reasons for Millennial Travel (2022)

In 2022, the primary motivations for Millennial travel were revealed through a survey. Most commonly, Millennials traveled to connect with family and friends. Following closely behind were trips aimed at boosting mental health, exploring new U.S. cities, embarking on international adventures, seeking budget-friendly deals, and checking off bucket list experiences.
Wellness-Oriented Travel Preferences (Millennials):
A significant 61% of Millennials place a high priority on trips that revolve around personal wellness, including stays at hotels offering spa and wellness services.
Desire for Local Immersion (Gen-Z and Millennials):
Both Gen-Z and Millennials, to the extent of 79%, express a strong desire to immerse themselves in the local culture and experience a day in the life of residents during their travels.
Environmental Consciousness for 2023 Vacations (Generational Comparison):
Looking ahead to 2023, a noteworthy 82% of Millennials express a desire to embark on environmentally-friendly vacations. This inclination surpasses that of Gen X (72%) and baby boomers (64%).
Support for Small Businesses (Millennials):
When visiting new destinations, a remarkable 86% of Millennials actively seek out opportunities to support small local businesses through their shopping choices.
Importance of Authentic Culture in Travel:
A significant 60% of travelers consider the authenticity of the local culture as the most crucial aspect of their overall travel experience.
Educational Travel Preferences (Millennials):
An overwhelming 78% of Millennials seek to make their travels educational and value the opportunity to learn during their journeys.
Historical and Cultural Significance in Destination Choice (Millennials):
In comparison to other generations, Millennials exhibit a 13% higher likelihood of selecting travel destinations with historical or cultural significance.
Adventurous Pursuits (Millennials):
In comparison to their counterparts from other generations, Millennials who seek thrills are twice as inclined to engage in risky activities for the sake of excitement during their travels.
Cultural Exploration During Business Trips (Millennials):
A considerable 62% of Millennials exhibit a propensity to extend their business trips to incorporate cultural exploration.
Shift in Trip Planning Methods (Online Travel Agents vs. Self-Planning):
Explanation: Over a two-year period, the utilization of online travel agents for itinerary creation has decreased from 50% to 25%. Consequently, more Millennials are taking the initiative to plan their trips independently.

Ways Millennials Travel, Group, or Solo?

Millennials are increasingly opting for solo travel, both in terms of planning and experiencing trips on their own. According to surveys, 58% of millennials said they would consider or have already gone solo travelling, while 26% of millennial women have done so. Solo travel is particularly appealing to individuals within the millennial generation as it allows them to focus on their personal interests without any outside pressure or influences.

Millennials also enjoy making group getaways with friends and family. According to surveys, 40% of people will take a holiday with friends in the next 12 months, and 58% stated that they favour travelling with friends more than other generations at 38%.

Additionally, about 44% of millennials with children have gone together, of which 62% did so with children under five years old. With advancements in technology and modern lifestyles allowing for increased mobility over long distances, group travel has become an easy way for friends and family to make memories together no matter where life takes them.

The Use of Smartphones Among Millennial Travellers

Millennials are changing the face of modern travel by using their smartphones in multiple facets of the journey.

According to a recent survey, 66% use their mobile device to book their trips, just over 74% do research for it, and 75% have installed a travel app. Millennials find this combination of tools far more rewarding than the traditional methods of researching and booking options. For them, the smartphone has become an indispensable tool for creating memories they can keep with them forever.

Mobile technology allows millennials to customize their own experience instead of relying on predetermined packages offered by online travel agents. In addition to providing convenience when planning and booking the trip, it also allows access to exclusive deals as well as real-time feedback from fellow travelers.

With all these features and benefits, it's no surprise that 86% of millennials are disappointed with the mobile experience that online travel agents offer them. It's clear that when it comes to millennial travel, smartphones are at the heart of everything they do.

The Impact of Social Media on Bookings

Social media has become an indispensable part of the travel experience for Millennials. Over half use platforms like Pinterest and Twitter to influence their booking decisions, with 87% turning to Facebook to source new inspiration. In fact, almost half of Millennials use the platform as their primary source of motivation when it comes to choosing a destination at all - often inspired by what they've seen on Instagram from others that have already visited.

And it's no wonder; 61% of Millennial travelers express that they want to go somewhere that will create the perfect photographic moment in order to look great on social media. Not only are photos aesthetically pleasing on technologies like Instagram and Snapchat, but 97% also admit that they like to share what they've experienced whilst away from home.

Moreover, despite adventurous bookings being encouraged by friends, 40% of internationally traveling millennials confess they want to post content associated with their ideal image rather than take risks and explore something unusual or unique.

With guided advice and persuaded preferences, 79% admit they have based their selections on where other people recommended them rather than just relying on professionals or researching themselves. Social media is leading this connected generation in unexpected directions - creating lasting memories through every tap and scroll as they move around the world, online or offline.

Travel Booking for Millennials

Millennials are one of the premier groups in today's travelers, and they have unique booking preferences when it comes to their travel plans. According to a study by Expedia Group Media Solutions, 57% of millennials prefer to book their trips online through an online travel agent such as Expedia or Booking.com.

Additionally, 36% of millennials will use hotel websites and 32% will use airline sites to complete their bookings. Moreover, 61% research different providers, agents and opinion sites throughout their booking process in order to get the best deals.

Moreover, 50% of millennials consult social networks, friends and family when looking for a place to stay or activities to do during their travels. On average, 85% often check more than one site in search of exclusive discounts before making a decision on where to stay or eat.

Most millennials chose online travel agents due user-friendly designs and advanced security features rather than cheap prices while 13% don't think using booking agents is as safe as directly booking something on the hotel website or airline site. Nevertheless overall, Millennials tend to favor Online Travel Agents (OTAs) over its competitors due to its convenience and ease of use.

Hotel Bookings and Rewards

Millennials are taking the world of hospitality and travel by storm with their unique approach to booking hotels and rewards. According to surveys, 58% prefer full-service hotels rather than Airbnb, apart from offering a more traditional experience they still value the luxury of having all their needs met in one place. In 2022, millennials made up 45% of Airbnb's customers, still leaving room for traditional hotel booking.

According to further research, 35% look for premium hotels and resorts as they seek an upmarket hospitality experience. As social media plays a big role in our lives, 2 out of 5 millennials admit that hotel images and experiences on social media influence their decision when it comes to choosing a hotel.

Besides visuals, loyalty programs have been noted as being influential also, 41% of millennials joined one due to its ease of use and 68% want the best rewards on offer; conveniently enough, hotel loyalty schemes are at an all-time high with 75% sticking with their brand even if points expire.

The younger generation of travelers is always on the look out for new and improved services from the travel industry. For starters, many are seeking a service that will let them split the cost of their travel with others on the booking.

Additionally, over half rate customer service via instant messaging above face-to-face. Moreover, they are looking for a service to suggest holidays not only based on their budget but personality as well. Furthermore, many will disclose personal data in exchange for discounts if it results in customised holidays and advice.

Plus, when it comes to technology improvements, these individuals are very social media savvy meaning companies should use that interaction and conversations to improve their brand content language along with offering helpful destination suggestions to validate decisions.

All in all, this generation's needs from the travel industry are vast and varied ones to say the least so there's abundant potential for growth within this sector today and into the future.

Attracting Millennial Travelers

Marketing Strategies and Tactics

To attract millennial travelers, businesses need to understand their unique characteristics and preferences. Here are some marketing strategies and tactics that can help:

1. Include valuable content on your website and social channels: Millennials spend a significant amount of time researching travel options and comparing prices. They frequently turn to user-generated content on blogs and review sites. Ensure your content is authentic, informative, and easily accessible to capture their attention.

2. Keep your booking process mobile-friendly: Digital technology is integral to millennials' lives, and they expect a seamless mobile experience. Simplify the booking process on mobile devices to reduce friction and increase the likelihood of conversions.

3. Demonstrate value and make pricing information easy to find: Price sensitivity is a hallmark of millennial travelers. Highlight deals and membership options prominently to showcase value and attract budget-conscious travelers.

4. Use social media to your advantage: Millennials are highly active on social media and often share their travel experiences online. Leverage social media platforms to showcase your brand, engage with your audience, and encourage user-generated content.

5. Offer authentic experiences: Millennials prioritize experiences over material goods. Provide opportunities for them to connect with local culture and communities, offering unique and memorable experiences.

6. Use technology to accommodate their needs: Tech-savvy millennials expect innovative solutions that enhance their travel experience. Implement technology that makes travel planning and execution seamless and convenient.

7. Target millennials with the right messaging: Craft messaging that resonates with millennials' values and interests. Highlight the unique experiences and benefits your brand offers, and ensure your communication aligns with their social and ethical concerns.

By understanding millennial traveler characteristics and using the right marketing strategies and tactics, businesses can attract and retain this valuable demographic.

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Millennials Travel Statistics & Trends in 2024

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Millennials are a generation of travelers. They make up the largest demographic of travelers (31.5%) and their travel habits are changing the way people experience travel around the world.

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Millennials in the Workplace Statistics 2024: Latest Trends | TeamStage

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These millennials in the workplace statistics provide crucial insight into the demographic that will soon represent 75% of the global workforce.

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Generation Alpha: Who They Are And What They Mean For The Workforce

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As millennials have children, they’re creating what’s expected to be the largest generation to date: Generation Alpha. These are defined as those babies

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The dawn of Generative AI and the fact that Generation Alpha has now come of age are heralding unprecedented changes in the workforce. As the first cohort of Generation Alpha prepares to enter the workforce, their arrival will coincide with another paradigm shift in how work is perceived, approached, and executed. So, in a case of interesting timing, Gen Alpha's entry into the workforce coincides with a shift towards service-oriented roles that emphasize customer experience and technological integration.

Management of the future workforce will require a pivot from traditional command-and-control to one that is more fluid, supportive, and engaging. As reported by Gartner, intentional interactions, employee choice, structured yet flexible work arrangements, and a touch of levity and fun will be key to fostering a healthy and productive work environment.

Meet Generation Alpha

Generation Alpha, born from 2010 onward, is emerging as the most technologically integrated and ethnically diverse generation in history. With a projected 2.8 million Alphas born globally each week, the workplace will encounter a fresh wave of diverse thinking. This generation is also set to be the most educated, with half expected to earn a university degree. Their affinity for positive social impact will likely carry over into their career choices, driving companies to become socially responsible. For Alpha workers who seek meaningful and engaging jobs, employers will need to ensure that roles are agile and multifaceted and that employees feel valued and connected to their company's mission. And if the Alphas are anything like Gen Z, they are going to be a headache to recruit and retain: The shift of power has moved from the employer to the employee.

So, let's take a look at some of the macro trends that have shaped next gens' attitudes and are impacting the workplace culture.

Otherwise Engaged

As well reported, 2020 was impacted by the pandemic which led to The Great Resignation the following year. It also triggered the prioritization of diversity, equity and inclusion (DEI) efforts and worker issues with mental health and wellness. By 2022, "quiet quitting" was in full force; employees did just enough to meet job requirements, signaling their disconnect with the workplace. And their discontent continues: In this year's State of the Global Workplace report, Gallup reports that 59 percent of the global workforce is disengaged and estimates that low engagement costs the global economy $8.8 trillion. "That's 9 percent of global GDP - enough to make the difference between success and a failure for humanity." (Gallup, 2023)

A More Diverse Workforce

When 2023 hit, it brought a stark awareness of the depth of America's great political divide. DEI programs were politically challenged, there were widespread return-to-office mandates, and GenAI entered the workforce resetting the rules and making big tech bigger and richer. Looking forward, Gen Alpha will hit critical mass in the workplace in 2025 as the most diverse workforce in U.S history. The current majority population of white non-Hispanics will decrease over the next 25 years, paving a wider path for multicultural ethnicities including Asians, Blacks, Hispanics and other races to rebalance the new majority. Bottom line? The new workforce of 2050 will be the most diverse workforce ever.

The Tech Revolution

Technological advancements are profoundly influencing employer strategies and workplace dynamics. AI hiring tools are revolutionizing the recruitment process, making it more efficient and data-driven. Employers use digital monitoring tools to enhance productivity and manage remote workforces effectively. Sentiment analysis is applied to gauge employee morale. Personalized training and coaching are delivered in real-time to improve individual performance. Robotics are being deployed in almost every industry.

Tech has also enabled remote and hybrid work that has become central to modern employment with tools that facilitate these models. Smart virtual assistants and AI enhancements are streamlining workflows and decision-making processes. Automation plays a key role in simplifying and accelerating routine tasks.

The digital divide continues to be an issue for a five-generation workforce. While most employees expect technological advancements, their ability to accept them is not unanimous. While Gen Alpha may be perfectly fine working collaboratively on a project with a robot, boomers may not. As technology becomes more embedded in the workplace, both employers and employees will have to adapt and become proficient with new tools to stay competitive. Understanding the nuances of different generational attitudes is critical to building an effective team with positive results.

Next Gens in the Driver's Seat

Recent trends in the workplace reflect a significant shift in dynamics, with power increasingly tilting towards employees. Younger workers are increasingly asserting their voices, influencing decisions about their work shifts, social interactions, and even broader company policies. Additionally, emotional intelligence is a crucial skill for effective leadership and teamwork, particularly for a next-gen workforce. Management EQ results in better workplace relationships and outcomes.

Driven by declining confidence and trust in large corporations, government, and other established institutions, next gens are prompting a call for greater transparency and accountability. Managers need to be skilled in managing the expectations of younger workers with real-time feedback mechanisms to maintain employee engagement and address their concerns swiftly. Additionally, flexible work options powered by technology like shift selection, four-day work weeks, and job sharing are becoming more prevalent, supporting life-work balance and job satisfaction.

New Jobs, New Expertise

The next decade will see 65 percent of Generation Alpha working in jobs that don't exist today. With artificial intelligence and automation on the rise, their careers will be far from linear. In fact, the new model is a portfolio career; individuals master skills and take them with them to each new job instead of relying on a lifelong career in one company. Next gens will navigate a plethora of roles and industries, many of which will revolve around interfacing with advanced technologies and AI tools. As the first digital-first generation that grew up with early access to screens and the internet, the Alphas will demand a workplace that is not only technologically advanced but also globally interconnected and culturally competent.

Future Jobs at Scale Jobs That Did Not Exist Jobs That Did Not Exist 10 Years Ago 5 Years Ago

Virtual Reality Architect

Covid-19 Contact Tracers

Social Media Managers

Data Scientists

App Developers

Sustainability Specialists

Uber/Lyft Driver

TikTok Content Creators

AI Bias Auditor

Remote Work Facilitators

Cryptocurrency Asset Advisor

Space Tourism Coordinator

Climate Change Reversal Specialist

Augmented Reality Experience Designer

Artificial Intelligence Ethics Consultant

Quantum Computing Engineer

Genomic Privacy Officer

Emotional AI Trainer

A New Approach to Management

Management of the future workforce will require a pivot from traditional command-and-control to one that is more fluid, supportive, and engaging. As reported by Gartner, intentional interactions, employee choice, structured yet flexible work arrangements, and a touch of levity and fun will be key to fostering a healthy and productive work environment.

Today's workforce has prioritized family over work. Life-work balance has become an important factor for employees and means different things to different workers. A single person may enjoy and appreciate a month-long sabbatical from the company to explore the world while a family with young children may want on-site daycare to ease the burden of childcare scheduling. The four-day workweek, favored by 63 percent of candidates according to Gartner, could become a standard offering, providing workers with the time they value for family and personal pursuits.

The most successful workplace environments of the future will be kind and inclusive, where employees feel welcomed, heard and treated with respect. Creating social spaces for the younger workforce will become more important, especially as Gen Z and Alphas become a larger part of the working economy. They are used to using their social networks to complete work and share ideas. Companies need to understand that social spaces will be different by work group, so understanding what is valued by the work group becomes pivotal in the development of these initiatives. This could be a virtual happy hour on Zoom for one group of workers or a walk in a park for another group.

Engage the Workforce Through Trust

Building on the idea that workers today enjoy working in groups and using social circles to get things done, companies should make collaboration seamless for workers. The use of Miro boards, Zoom meetings, shared drives, Slack, and other collaboration tools will foster innovation and increase productivity. However, companies need to understand their employees before blindly rolling out certain collaboration tools. AI can efficiently take notes and send out follow-up requirements for meetings, both of which enhance meeting productivity. However, measuring employee sentiment in a meeting and sharing this with the group may create barriers if employees believe they are being watched.

Companies can build trust by creating benefits that demonstrate a commitment to employee wellbeing. Examples may be adding mental wellness days for employees to take if they are feeling overwhelmed or providing health-related lectures during work time to promote a sense of well-being in the workplace. Lastly, companies should think about giving employees an opportunity to better the world. Patagonia allows employees to work for non-profits that serve environmental efforts, and Altar'd State pays employees eight hours each month to help local charities.

Empowerment has become a central goal for successful organizations that aim to be employers of choice. Providing opportunities for employees to be heard through expressing ideas, providing feedback, or making contributions in group settings can help to shape both company policies and cultures. Companies must place emphasis on serving underrepresented groups, ensuring that employee voices and representation are felt across all levels of the organization.

The employee voice becomes even more important as workers turn to social media to laud or complain about workplace environments. With the rise of social media, it is evident that influencers have a significant impact on decision making which affects the social footprint of an organization. Branding, company culture, and worker empathy have moved from an internal process to an external lens. Employees, with their new power stance on the employment relationship, are holding companies accountable. Moreover, companies are increasingly investing in digital upskilling, providing employees with the tools and training necessary to navigate and thrive in a technology-driven world. These efforts not only boost individual competencies but also fortify the organization's collective capability to innovate and compete.

The Imperative of Lifelong Learning and Development

The necessity for continuous learning, re-skilling, and up-skilling must be a key part of retention strategy and efforts to build a great place to work. With rapid technological changes, employers must provide opportunities for growth that align with the evolving demands of the job market. Personalized learning experiences, driven by AI and tailored to individual needs and preferences, will become integral to employee development strategies.

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Generation Alpha Comes of Age in the Workforce - The Robin Report

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Read on to learn how generative AI and the fact that Generation Alpha has now come of age are heralding unprecedented changes in the workforce.

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To Win Streaming Music Wars, Spotify Has Potential Edge in Its Appeal to Young Adults

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The potential bright spot in the money-losing company’s outlook is its attractiveness to young people, according to Morning Consult polling.

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Like in several other aspects of life, the millennial generation is different when it comes to music consumption. Considering that they spend more money on music than most other generations, it's important for artists to take notice of their trends.

The millennial generation is defined by individuals aged between 18-35 and they make up about a quarter of the US's population, 40% of those being minorities. Nielsen's report on millennials reveals some key trends that define this group's listening habits.

They spend more money on music than the total market.

Even though 68% believe music should be free , they still account for 31% of total spending of money on music, most of which goes towards concerts and live events.

They are more apt to share what they like on social media.

Over 80% of millennials own a smartphone , and they are 20% more interested in apps that share their interests to a broader audience. Smartphone music accessibility is important to this group because they are looking for new ways to discover and share music. They listen to the same number of hours of music per week as other groups (19 hours), but because they are more inclined to share with others what they like via social media, you get more bang for your buck targeting this group.

They listen to streaming services more than other generations.

Forty-four percent of the general population listens to streaming services, whereas 50% of millennials do. They also prefer customizing their own playlists and use on-demand streaming more than the rest (18% compared to 14%).

They attend more music festivals and concerts than any other group.

With the drop of album sales , artists are turning more to live events to make money. If it's the younger generation buying the tickets, it's profitable to target them. Coachella has seen an increase in attendance by more than 400% since the festival's opening in 1999.

They react more positively to music engagement via brand marketing.

Taylor Swift has escalated her career by engaging her young fan base through the "best friend" brand she promotes at every level. Her 12 million Instagram followers feel as though they know her intimately. Your branding will go further with this group. Millennials say that the more an artist shares about themselves online, the closer they feel to them.

The good news for musicians is that they like all kinds of music and they're not defined by a particular genre, although according to the Pew Research Center , rock music and rap make the list for their top favorites.

Because of their propensity to share what they like and their willingness to spend more than other generations, millennials are the best target group for most artists looking to grow their fan base and revenue.

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Millennials have a tendency to do things differently, and music consumption is no exception to that. They outspend most other groups and are much more connected on social networks to share what they like. Here are five key take-aways from Nielsen's report on the 18-35 year olds that are changing the way music is marketed.

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Craig
Armer Strategic Insight Director, Client Service, Worldpanel Division

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Spotify dominates Music Streaming market, whilst TikTok challenges YouTube for Gen Z music discovery

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Almost 2/3 of adults in GB, US, Australia, Germany, Spain, and France do not pay a monthly subscription to stream music.

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The Beat Goes On: Gen Z’s Music Streaming Platform Preference Revealed - ScholarshipOwl for Business

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Music is an integral part of the lives of Generation Z, the tech-savvy and digitally connected young generation.…

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Generation Alpha, often referred to as Gen Alpha, comprises children born around or after 2010. As the first generation to grow up entirely in the digital era, their approach to music consumption is distinct from that of previous generations. With their innate tech-savviness, Gen Alpha is reshaping the ways music is discovered, experienced, and shared, creating trends that blend digital innovation with personal expression. Let's dive into the key aspects of how Gen Alpha engages with music and what this means for the industry.
From Passive to Active: A "Lean-In" Approach
Unlike previous generations who often took a more passive, or "lean-out," approach to music consumption, Gen Alpha is highly active in shaping their listening experience. They don't just consume music; they curate it. Platforms like Spotify, Apple Music, and YouTube enable them to create, customize, and share playlists with their peers. This interactive engagement fosters a sense of ownership over their musical identities, making the experience more personalized and socially connected. This shift from passive to active listening marks a cultural evolution. For Gen Alpha, music isn't just background noise-it's an immersive activity that they actively participate in, whether by exploring new artists or crafting playlists that reflect their unique tastes.
Genre-Blending: Breaking Musical Boundaries
One of the most defining characteristics of Gen Alpha's music preferences is their openness to genre blending. Their listening habits are eclectic, reflecting influences from various sources, including video games, TikTok, and YouTube. For instance, a study shows that 31% of hip-hop/rap fans within this generation also enjoy reggae, R&B, and world music, illustrating a fluidity in taste that was less common in earlier generations. This genre-blending trend is driven by their exposure to diverse sounds through digital platforms. Video games like Fortnite and Minecraft often feature soundtracks that mix electronic, classical, and indie music, introducing Gen Alpha to styles they might not encounter otherwise. Similarly, viral social media trends can propel songs across genres into the mainstream, encouraging young listeners to explore music beyond traditional boundaries.
The Dominance of Streaming
Streaming has become the cornerstone of Gen Alpha's music consumption. With unlimited access to vast libraries of songs, albums, and podcasts, streaming services are their go-to platforms. Unlike previous generations who relied on physical media like CDs or radio broadcasts, Gen Alpha has never known a world without instant, on-demand access to music. This shift is not limited to music; audiobooks and podcasts also play a significant role in their audio consumption. Platforms like Spotify and YouTube are increasingly integrating diverse audio formats, catering to this generation's love for variety and multitasking. The rise of personalized algorithms further enhances their streaming experience, tailoring recommendations to their preferences and encouraging deeper exploration.
Social Media: The Discovery Engine
Social media is Gen Alpha's primary tool for discovering new music. Platforms like TikTok, Instagram, and YouTube Shorts play a pivotal role in introducing them to trending songs, often through viral challenges, memes, or dance videos. Music is intertwined with their social interactions, with friends sharing playlists and discussing favorite tracks online. This digital word-of-mouth is a powerful driver of musical trends. Artists and record labels now use social media to engage directly with young audiences, creating content that resonates with Gen Alpha's tastes. In turn, this generation is not just following trends-they are actively shaping them by deciding what becomes popular.
Technology and Personalization
As a digitally native generation, Gen Alpha expects technology to cater to their individual needs. They value personalization, from curated playlists to smart home devices that play music on command. Their constant connectivity allows them to seamlessly integrate music into their daily routines, whether studying, gaming, or socializing. This demand for personalization also reflects their desire for music to serve as a tool for self-expression. For Gen Alpha, playlists are more than collections of songs-they are narratives that showcase their moods, identities, and creativity.
Shaping Culture Through Music
Music holds a central role in Gen Alpha's lives, helping them navigate emotions, connect with others, and explore their identities. Their active participation in creating and sharing music content makes them both consumers and contributors to modern culture. As they grow older, Gen Alpha's influence on the music industry is likely to deepen. Their preference for inclusivity, genre-blending, and digital innovation will continue to push the boundaries of how music is created, shared, and experienced. For artists, brands, and platforms, understanding and catering to this generation's unique preferences will be key to staying relevant in an ever-evolving landscape. In essence, Generation Alpha is not just consuming music-they are reshaping the soundtrack of the future. If your organization is interested in tapping into the Gen-Alpha mindset, contact me at dvd@bridgerstings.com or 323.696.0967 Dave Van Dyke, President

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Understanding Gen Alpha's Unique Approach to Music Consumption - Bridge Ratings Media Research

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Generation Alpha, often referred to as Gen Alpha, comprises children born around or after 2010. As the first generation to grow up entirely in the digital era, their approach to music consumption is distinct from that of previous generations. With their innate tech-savviness, Gen Alpha is reshaping

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Our Kids Stopped Asking for Screens Once We Brought These Music & Audio Players Home

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After we tested Yoto, Toniebox, and other audio and music players made for kids, these are the ones that were intuitive, durable, and offered great safety features.

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Research: How Different Generations Engage with Games? - Udonis

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Gaming sees no age. Learn all about generations and gaming in our overview of gaming habits for Boomers, Gen X, Millennials, and Gen Z.

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Generation Alpha: How Fashion Players Can Target Tomorrow’s…

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As the first generation to be fully born in the 21st century, they are growing up in a world marked by rapid technological advancements, social changes, and environmental consciousness and while they do not yet earn their own money, they’re already very influential on their parents’ spending decisions and by 2040, they will become the largest generation of active consumers. Connecting with these younger consumers becomes therefore a strategic decision to ensure one’s business future.

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Gen Alpha Trends: Fashion, Beauty, and Market Strategies

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Discover Gen Alpha trends in fashion, beauty, and market development. Learn how AI/ML, logistics, and sustainability are shaping future strategies.

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Fashion Forward: The Impact of Gen Alpha, UGC Experiences, and Emerging Trends - Genies

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The future of sustainable fashion – Gen Z and Millennials - Fibre2Fashion

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Read article about The fashion industry has always been known to cause major pollution in terms of landfills and release of tonnes of plastic microfibres into the ocean. and more articles about Textile industary at Fibre2Fashion

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Is Generation Z more Inclined than Generation Y to Purchase Sustainable Clothing? - Social Indicators Research

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Increasing clothing (over)consumption, supported by the fast fashion industry, has caused a significant reduction in clothing costs, raised major sustainability challenges, and highlighted the need for engaging in more sustainable consumption behaviour to mitigate the negative environmental, social, and economic consequences. Although green purchase behaviour is now well understood, extant literature still lacks a comprehensive approach to explain consumers behaviour (especially that of the younger generations) with respect to sustainable clothing. Using survey data collected through a structured questionnaire, this study aims to assess whether Generation Z is more inclined to buy sustainable or eco-friendly clothing than Generation Y. Given the non-random selection of respondents, analysis was conducted using propensity score matching to correct for potential bias based on a set of observable confounders. The results show that Generation Z is more likely to buy second-hand clothing, whereas Generation Y is more interested in clothes made of organic and eco-sustainable fabrics.

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Apparel Trends: The Difference Between Gen X, Y, and Z

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How well do you know your target market? Learn the differences between Gen X, Gen Y, and Gen Z apparel trends.

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Understanding sustainable fashion consumption among millennials in South Africa | Emerald Insight