Generation Z, millennials, brands, demographics, individuality


To assume that Generation Z (Gen Z) and the millennial generation are the same is a critical mistake. Gen Z, comprised of individuals ages 13 to 24 now classifies 90 million people in the United States alone and has a growing impact on the American consumer economy. Gen Z should be the new focus of companies' marketing efforts. Based on the studied characteristics of Gen Z, companies would do well to be aware of their ethical values, the power of social media influencers, Gen Z's aim for individuality, and the differing types of brand loyalty. And while there are many distinctions, Gen Z also shares some similarities with millennials including their technological skills and entrepreneurial spirit. Applying this knowledge to focus on Gen Z will be increasingly important in the coming years for any consumer-focused business.



Marriott Student Review is a student journal created and published as a project for the Writing for Business Communications course at Brigham Young University (BYU). The views expressed in Marriott Student Review are not necessarily endorsed by BYU or The Church of Jesus Christ of Latter-day Saints.


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