Marketing Cheat Sheet: Gen Z

Gen Z General Audience Overview

  • As of 2020, this genearation is projected to be made up of 2.56 billion people globally, 67 million of whom are in the U.S. (Pew Research Center) 
    • 52% of non-Hispanic white 
    • 25% are Hispanic 
    • 14% are Black 
    • 6% are Asian 
    • 5% are some other races or two or more races 
  • More are enrolled in two- or four-year schools compared to Millennials and Gen X. (Pew Research Center
  • 35% say they know someone who prefers gender-neutral pronouns. (Pew Research Center
  • 52% of Gen Z trusts social influencers for advice about products or brands. (McKinsey
  • 82% say they trust friends and family over any other source. (McKinsey
  • Gen Z's coming of age during the great recession and COVID-19 pandemic means they say loved ones struggle financially. (Indeed
  • 66% of Gen Zers believe communities are created by causes and interests, economic interests or educational levels. (Hootsuite

Food and Beverage Trends (FoodDive

  • Food is Gen Z’s top spending priority, about 23% of their total spending.
  • Gen Z has shown a preference for healthy eating, including more organic and natural, additive-free foods. 
  • When they do indulge, teens remain loyal to a handful of big-name snack brands: Lay’s, Doritos, Cheetos, Goldfish, Cheez-It, and Oreo.
  • 15% of teens consume plant-based meat and more than a third reported they do not eat plant-based meat, but are willing to try it.

Toys, Games, and Entertainment Trends 

  • 96% of Gen Z in the US reports playing games.  (2022 Deloitte Media Trends
    • Averaging 11 hours per week of gaming. 
    • Playing video games is their top entertainment activity. 
  • 57% of Gen Zers say they spend more time watching user generated video content online than TV shows and movies on video streaming services. (2022 Deloitte Media Trends
  • For many younger gamers, gaming content creators are the new rock stars. (Newzoo
  • Platforms like Twitch and YouTube allow for more interaction between fans and creators than more traditional cultural figures.

Health, Hygiene, and Wellness Trends 

  • As Gen Z comes of age amidst a global pandemic, health and wellness are, unsurprisingly, top of mind. (Fitt Insider
  • Gen Zers, ranging from middle school students to early professionals, are reporting higher rates of anxiety, depression, and distress than any other age group. (McKinsey
  • 91% of Gen Z report physical or psychological problems due to stress, and they are more likely than any other cohort to seek out therapy. (Fitt Insider
  • Many Gen Zers also indicated their first step in managing behavioral-health challenges was going to TikTok or Reddit for advice from other young people, following therapists on Instagram, or downloading relevant apps. (McKinsey
  • They are happy to leverage the latest tech to support their health, instinctively adopting everything from connected fitness to wearables. (Fitt Insider
  • Unlike their predecessors, Gen Z grew up with apps and are more willing to trade health data for convenience. (Fit Insider

Looking for more? Check out our marketing cheat sheets for Millennial Parents and Gen Alpha, as well as our blog for more insights and data. 

Connect with Gen Z today. 
From sampling to education and cause marketing, ITK Collective can connect your brand with Gen Z through grassroots influencers and education professionals. Contact us today to see how we can help.



ITK Collective            Charleston, SC 29403 
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