Generation Z is unprecedentedly rich
G eneration Z is taking over. In the rich world there are at least 250m people born between 1997 and 2012. About half are now in a job. In the average American workplace, the number of Gen Zers (sometimes also known as “Zoomers”) working full-time is about to surpass the number of full-time baby-boomers, those born from 1945 to 1964, whose careers are winding down (see chart 1). Gen Z is also grabbing power: America now has more than 6,000 Zoomer chief executives and 1,000 Zoomer politicians. As the generation becomes more influential, companies, governments and investors need to understand it.
Pundits produce a lot of fluff about the cohort. Recent “research” from Frito-Lay, a crisp-maker, finds that Gen Zers have a strong preference for “snacks that leave remnants on their fingers”, such as cheese dust. Yet different generations also display deeper differences in their personalities, in part due to the economic context in which they grow up. Germans who reached adulthood during the high-inflation 1920s came to detest rising prices. Americans who lived through the Depression tended to avoid investing in the stockmarket.
Many argue that Gen Z is defined by its anxiety. Such worriers include Jonathan Haidt, a social psychologist at New York University, whose new book, “The Anxious Generation”, is making waves. In some ways, Gen Zers are unusual. Young people today are less likely to form relationships than those of yesteryear. They are more likely to be depressed or say they were assigned the wrong sex at birth. They are less likely to drink, have sex, be in a relationship—indeed to do anything exciting. Americans aged between 15 and 24 spend just 38 minutes a day socialising in person on average, down from almost an hour in the 2000s, according to official data. Mr Haidt lays the blame on smartphones, and the social media they enable.
