Gen Z has entered adulthood, picked up paychecks, started families and unfortunately for advertisers, maintained a deeply ingrained suspicion of brands. That is the core takeaway from Morning Consult’s “The State of Gen Z”
report, which suggests the industry’s favorite buzzword cohort has evolved, but not necessarily in ways that make media planning any easier.
They Finally Became Adults, Changing Everything And Nothing
After years of “adulting” as a personality trait, Gen Z has quietly become actual adults. Marriage rates climbed to 15% from 9%, full-time employment rose to 72% from 64% and more are taking on financial responsibility, according to the report.
In other words, they now have money.