Who Is Generation Z?

Generally described as individuals born between 1996 and 2015, and currently ages 21 or younger. Many are about to enter the workforce. This is an ideal time to impact retirement savings behavior.

Our focus in the early stage of this initiative will be individuals ages 15 to 20. We will also study the behavior of tail-end Millennials ages 20 to 22 - when many start saving for retirement.


  • At roughly 26% of America’s total population, Generation Z recently overtook Millennials as the nation’s largest population segment -- and it continues to grow.

Defining events:

  • Grew up in post-9/11, recession environment
  • Families experienced the financial crisis of 2008
  • Election of the first African-American President of the United States
  • Passage of the Affordable Care Act
  • Adoption of same-sex marriage in all 50 states
  • Introduction of such technologies as the iPod, iPad, smartphone, Facebook, YouTube, Snapchat, Instagram, iTunes, Tesla, and the Google Self-Driving Car to name a few
  • 50% increase in multi-racial families since year 2000
  • Blurring of traditional gender roles


  • Independent
  • Self-reliant
  • Resourceful
  • Diverse
  • Responsible
    • Lower teen drug use
    • Lower teen birth rate
  • Extremely tech-savvy
  • Entrepreneurial
  • Ecologically-minded
  • Friends the world over
  • Want to change the world
  • Believe that a good college education does not guarantee a successful career
  • Multi-task on multiple electronic devices
  • Short attention spans
  • Build personal online brands, but guard privacy
  • Communicate with emojis, selfies, and images
  • Have global social networks
  • Preference for in-person interaction in some segments
  • Favor online shopping
  • Share purchasing decisions and product opinions with friends
  • Eager to start working