WELCOME TO GENERATION Z - Introduction

Sep 20, 2026

WELCOME TO GENERATION Z - Introduction explains how Gen Z’s distinct language style and formative experiences are shaping influence across work, retail consumption, technology, politics, and culture. It uses Deloitte research surveying thousands of individuals to compare Gen Z with Millennials, Gen X, and Baby Boomers, then outlines Gen Z demographics and early “firsts,” including digital-native context and cultural milestones. The report highlights how technology automation changes job roles, increasing competition for talent and challenging employers to redesign work to attract and engage Gen Z while avoiding myths and stereotypes.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages24

Reading Time1 h 0 min

AccessFree to download

Introduction

Gen Z influence and demographic shift

Key context shaping Gen Z

Gen Z firsts and diversity

Entry into the workforce and implications

Stereotypes and myths

WELCOME TO GENERATION Z INTRODUCTION Heard the words “lit”,“bruh” and “major key” before? They’re just a few examples1 of what you’ll be hearing from the mouths of Gen Zers as they use “lit” to describe something cool, call a close friend “bruh” and refer to something essential as ”major key.” This reworking of the English language is the beginning of Gen Z’s influence. A new generation has arrived. Gen Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the world’s population counting themselves Gen Zers. In the US, Gen Z constitutes more than a quarter of the population and by 2020 will be the most diverse generation in the nation’s history2. Its members are about to step onto the world stage, entering the workforce and spending money on the products, services and solutions that you produce, provide and create. The impact of their entry will be swift and profound, its effects rippling through the workplace, retail consumption and technology, as well as in politics and culture. Radically different than Millennials, this generation has an entirely unique perspective on careers and how to define success in life and in the workforce. In late 2018, in partnership with Deloitte, NEW surveyed more than 6,000 individuals across several demographics including generation, race, gender, income, education and location. Of the total respondents, 1,531 were considered Generation Z, 1,541 were considered Millennials, 1,560 were considered Generation X and 1,595 were considered Baby Boomers. Women represented 3,151 of the total respondents with 1,590 respondents classified as minority women. For the purposes of this report, Black, Hispanic and Asian women data and insights are grouped as minority women. In this report, we look at the factors that have gone into shaping Gen Z, demographic shifts taking place in the US that will affect Gen Z’s entry into the workforce, Gen Z behaviors and attitudes and their view toward work, the future of work and what it means to organizations and employers seeking to entice and integrate Gen Z into the workplace. Entire industries and businesses will rise and fall in the wake of the Gen Zers. Yet few industries or organizations seem to be ready for it. Are YOU? talkin’ bout this GENERATION Born between 1995 and 2012, making up 24.3% of the U.S. population3 and on track to be the most diverse generation in US history by 20204, Gen Z is about to make its presence known in the workplace in a major way—and it’s important to understand the differences that set them apart. Gen Z cannot remember a time before the September 11 attacks and the War on Terror. Its members were born after the collapse of communism and witnessed the meteoric rise of China in the global economy. It came of age in a world where content and information is increasingly free and shared, where the body of human knowledge has expanded with mapping of the human genome and where one-click online purchasing is taken for granted. 8 THINGS FROM THE ‘90S, ZERS DON’T QUITE GET…5 1. Listening to music on cassette players. 2. Drawing a picture on an Etch a Sketch—the forerunner of creative drawing tablets. 3. Making a pay phone call. 4. Transistor radios: Invented in 1947, it was revolutionary for its time. Today it’s a rare sight. 5. Myspace, the first social networking site of choice. 6. Paper maps: With step-by-step directionson Google Maps, paper maps are a thing of the past. 7. Fax machines, the original email. 8. Typing a letter on a typewriter. -4- GEN Z FIRSTS ... • The first generation that has never known a world without the worldwide web. • The first generation that has never used a phone with a cord. • The first generation that has no idea what floppy disks are. Gen Z is the most ethnically and racially diverse generation in history: One in four is Hispanic, 14% are African-American and 6

FAQs

What linguistic examples are used to illustrate Gen Z influence?

The text cites “lit,” “bruh,” and “major key” as examples of Gen Z wording that reworks English and signals the start of Gen Z’s influence.

How does the report describe Gen Z’s demographic and diversity?

Gen Z is presented as born between 1995 and 2012, comprising 24.3% of the U.S. population, with the report noting high ethnic and racial diversity and distinctive views on gender and identity.

Why must employers prepare differently for Gen Z in the workforce?

Jobs are changing due to technology and automation, and workforce competition for talent is expected to be fierce, so employers need to redesign roles to attract, engage, and build a pipeline of future talent.

Sep 20, 2026

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