A body of research is emerging that shows how Gen Z is different from their predecessors, but the nature of those differences and the implications for brands have remained largely hypothetical – until now.

To help marketers put the Gen Z difference into real-world context, Marigold recently partnered with F’inn on a cross-generational survey of more than 1,000 consumers, the results of which were analyzed by their panel of retail and media experts to reveal meaningful insights and action plans for brands.

Across the board, the research revealed that these consumers aren’t just turbo-charged millennials. Millennials represent a generation of idealists who share online, shop on mobile, focus on sustainability and inclusion, and are optimistic about the future. But now, Gen Z is charting new territory. They’ve been particularly impacted over the past two years, making them more pragmatic than their predecessors. By contrast, this new generation is more practical and ambitious than emotional and idealistic. They’re focused on education and success, and they use technology to get what they want. 

This Marigold report explores some new strategies and recommendations for connecting with Gen Z, as revealed by new generational research and expert analysis.

Read the full report to learn more about Gen Z and their preferences around the following topics: