UNDERSTANDING GEN Z:
How America's Largest, Most Diverse, Best-Educated, and Most Financially Powerful Generation Will Shape the Future.
Based on nearly 1,000 survey interviews with 18-21 year-olds, Morning Consult’s ‘Understanding Gen Z’ report digs into the values, habits, aspirations, politics, and concerns that are shaping Gen Z adults and the ways they differ from the generations that came before them.