The state of Gen Z 2018 Annual Study and Key Discoveries

STATE OF GEN Z 2018: Surprising New Research on Gen Z as Employees and Consumers

The 2018 State of Gen Z™ report uncovers new, never-before-seen data on Gen Z as consumers, employees, and trendsetters. This original research has never been more important, as Gen Z is poised to replace Millennials as the generation that leaders, journalists, and influencers must understand.

In the 36-page original research report, you’ll gain new insights into Gen Z’s mindset, attitude, behavioral drivers, as well as our Ph.D. research team’s commentary on the findings. The report is available to you at no cost because our research team believes it is important to separate generational myth from truth through statistically accurate data. Complete the form on this page to instantly access the entire report.

For press inquiries, please contact or (512) 259-6877.

Watch the quick video below for a sneak peek of the many findings you'll get in our annual Gen Z research study:

Below are just a few of the findings from this year’s State of Gen Z™ research study:

Over 50% of Gen Z reads at least three ratings or reviews before making a first time purchase. Their reliance on strangers to influence their purchasing pathway not only shows the importance of outside influencers on their consumer journey, but it also provides a sneak peek into what brand leaders must know to drive engagement. There is much more in the brand engagement section of the report.

Over 30% of Gen Z feels uncomfortable if they are away from their smartphone for as little as 30 minutes. This anxiety and discomfort provides insight into the dependence the generation has on their smartphone. Much more is in the report, including how Gen Z feels about other people touching their phone.

Over 65% of Gen Z needs frequent feedback from their supervisor to stay at their job. The exact frequency is detailed in the report—but it's even more often than Millennials.

And there are many more findings in this year’s State of Gen Z™ 2018 for marketers, journalists, entrepreneurs, and parents. This research is only available from The Center for Generational Kinetics. Fill out the short form on this page to receive your free copy of the entire 36-page report.

Download the complete State of Gen Z™ 2018 Research Findings Report:

Enter your info below to receive the 36-page report.

Media Logos
“Unlike the celebrities, singers, or athletes of previous generations who became sought-after product and service endorsers, today’s online influencers don’t have to demonstrate proven expertise in an area or a high-profile endorsement deal. Instead, when it comes to shaping the views of Gen Z consumers, it’s enough for today’s influencers to have an online following around a specific topic, lifestyle, experience, product, service, or outcome.”
—Jason Dorsey, President and Co-Founder

A Small Sample of the Study's 20+ Findings…

65% OF GEN Z 

use their smartphones after midnight a few times a week or more, significantly more than Millennials.

31% OF GEN Z

feels uncomfortable if they are without their phones for 30 minutes or less.

45% OF GEN Z

follows more than 10 influencers on social media and 10% of Gen Z follows 50 or more influencers.

66% OF GEN Z

needs feedback from their supervisor every few weeks or more to stay at their job.

Client Logos

Gen Z Research, Speaking and Consulting for You

The Center for Generational Kinetics has led more than 40 generational studies, spanning four continents and multiple languages. Each year, we work with over 150 clients, from retailers and restaurants to technology companies. We have helped financial service providers invent new products and offers, launched new cars to a new generation of buyers, and helped hospitals attract and retain the next generation of nurses.

We are passionate about helping you solve your generational challenges and drive measurable results. Contact us now to schedule an initial consultation with our research, consulting, or speaking teams. You can also reach our friendly team through phone and email:

Phone: +1 (512) 259-6877

About the 2018 State of Gen Z™ Annual Research Study

Each year, The Center for Generational Kinetics leads The State of Gen Z™ Annual Research Study to dive deep into new and emerging trends, solutions, and insights as Gen Z emerges further into adulthood and gains more urgency as consumers and employees. This year’s annual Gen Z study is particularly exciting because it is a continuation of our two previous State of Gen Z™ national studies and also includes several new areas of study. The State of Gen Z™ research study was designed and led by the Ph.D. research and behavioral design team at The Center for Generational Kinetics.

The Center for Generational Kinetics is dedicated to solving generational challenges for clients and separating generational myth from truth through research. The State of Gen Z™ 2018 has a margin of error of +/- 3.1, with a 95% confidence interval. The Center defines Gen Z as those born 1996 and after. The study sample included 1,000 members of Gen Z and 1,032 Millennials.

“Social media is not optional for brands that want to attract Gen Z as customers and advocates. A robust social media presence across key Gen Z platforms is an absolute must for brands.”
—Denise Villa, Ph.D., CEO and Co-Founder