Generation Z, who are they?

June 6, 2019

In Marketing, generational gaps are very important concepts. Campaigns can be built around a specific age segment. Because they are important? Mainly because they are a great way to differentiate the types of users that a product can have.

We currently know certain generational groups and researchers have identified some of their most important consumption habits:

  • Silent Generation: 1928-1945
  • Baby Boomers: 1946-1964
  • Generation X: 1965-1980
  • Millennials: 1981-1996
  • Generation Z: 1997-2012


It is perhaps easy to say that the z generation is very similar to the previous generation, Millennials. But it is important to emphasize that there are very relevant differences. While the Millennials currently live in a digital world, they did not always have access to this type of technology. They grew up with analogous devices and understood that technology even if now it seems antiquated (mainly because it evokes their childhood or adolescence and makes them realize how much time has passed since then).



  • On average Gen Z uses their smartphones 15 hours per week, more than any other device.
  • Gen Z consumes 13.2 hours of TV content per week, significantly less than boomers.
  • They use Adblockers more frequently

What are they looking? (from

In terms of consumption, there are 3 points:

  • Uniqueness
  • Unlimited
  • Ethical

According to Mckinsey, “This generation feels comfortable not having only one way to be itself. Its search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people.

Generation Z is still young, and there is still time to fully define it, but companies need to be aware of the characteristics of this generation because as time passes, they will become a great consumer force in the world.


Infinitus can help you to develop strategies that are meant to reach this audience in other markets! Contact us to start your FREE TRIAL PERIOD (so you can get a clear picture of the potential your product has in other countries).