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Gen Z — the population born from 1995 to present — is the second largest generation at 26% of the US population. By 2025, Gen Z will grow dramatically, becoming the largest generation totaling 29% of the US population. (US Census Bureau 2015)
A brand’s ability to anticipate where Gen Z is going and identify opportunities to reach them will help ensure its relevance and business success.
In addition to Fuse’s on-going youth culture research studies, throughout 2015 Fuse reviewed reliable research and articles to create a “poll of polls.” This model identified the most common findings and trends.
While the information below is predictive in nature, it is representative of current trends. We believe the 2025 outcomes are extremely likely to occur unless some unforeseen events greatly change the trajectory of these trends.
The modern household will continue to evolve to include multi-generations; the number of multi-generational households has doubled since 1980 (Pew Research Center 2014) and could make up a quarter of all households by 2025.
Marriage as an institution is in the midst of a major revolution, if not decline; less than 20% of Gen Z (18+ years old) will be married — by comparison, 42% of Baby Boomers were married in their 20’s (whitehouse.gov 2014).
Most of Gen Z will live in cities as for the first time since 1920’s, population growth in cities is outpacing growth outside cities (Nielsen 2014).
Likely in response to watching their older peers and siblings struggle with unemployment and debt, Gen Z is learning to save money and will have a relative financial nest egg by 2025.
50% of Gen Z plan to go to college, eclipsing Millennials as the most educated generation in history.
Nearly 50% of Gen Z want to start their own business vs. about 30% (Pew Research Center 2015) of the US population that is self-employed today.
To view the full article please click here: http://vermontbiz.com/news/february/fuse-white-paper-discusses-understanding-your-future-consumer
Published in Vermont Business Magazine, 2/11/16