The State of Gen Z® Research Study Series
A Breakthrough National Study to Separate Myth from Truth About
Gen Z as Workforce Trendsetters and Ambassadors of Change
Gen Z is changing how work works. The State of Gen Z® 2025 reveals what truly earns Gen Z’s commitment, what pushes them away, and how flexibility, benefits, and well-being are rewriting yesterday’s rules of what makes a workplace truly worth committing to.
This emerging generation is confident, ambitious, highly perceptive, and surprisingly loyal…but they’re also willing to walk away from a job when trust and culture don’t meet their needs. In fact, a significant number already have. Forty-seven percent of working Gen Z say they have quit a job because of a lack of trust in their company leadership. For leaders, this reality isn’t a threat—it’s a roadmap for opportunity to unlock the immense value this generation brings to the workplace.
If you hire, lead, or have Gen Z team members, The State of Gen Z® 2025 report is your competitive edge. The study goes inside their expectations and behavioral drivers—on trust, career paths, leadership preferences, hybrid vs. on‑site work, and mental health—so you can confidently drive measurable results in unlocking their workforce performance.
Here’s just a glimpse of the many discoveries about Gen Z in the national study:
- 48% of working Gen Z are actively looking for a new job or a different job outside of their current employer right now. What is pushing them to leave? The study shares valuable clues.
- 45% of working Gen Z say they’d take a 10% pay cut to work for a boss they completely trust. The study reveals the qualities that make a leader truly trustworthy.
- 37% of working Gen Z would prioritize remote work over health insurance if they were to get a new job. The State of Gen Z® 2025 reveals insights into work experience preferences not available in other data.
- 82% of working Gen Z believe companies should offer mental health benefits to employees. Learn what benefits matter most in this State of Gen Z® 2025 study!
- And numerous other must-know questions!
CLICK BELOW TO ACCESS your 2025 report!
INSIGHTS INTO WHAT GEN Z WANTS FROM LEADERS, AS CONSUMERS, AND THE GENERATION’S PERSPECTIVE ON LIFE AND THEIR FUTURE
The State of Gen Z® 2023 research report delves deep into understanding the perspectives of Generation Z, covering their expectations from today’s leaders, their views on employment, insights into their consumer behaviors, and their thoughts on the key influences shaping their lives. Accurately understanding Gen Z is paramount, as they constitute the fastest-growing generation in the workforce and wield significant influence as consumer trendsetters. They are rapidly impacting businesses, organizations, communities, and leaders worldwide. The State of Gen Z® 2023 study offers precise data, valuable insights, and groundbreaking discoveries, equipping leaders at all levels with the knowledge they need to understand, connect with, and unleash the full potential of this immensely significant generation during a critical phase of their emergence.
The State of Gen Z® 2023 study involved 1,027 Gen Z participants aged 18 to 26. The sample is weighted to align with the 2020 U.S. Census in terms of age, gender, geography, and ethnicity. The study has a margin of error of ±3.06%.
Sample questions answered in this 2023 State of Gen Z® research study:
- What are the current expectations of Gen Z from leaders?
- What factors drive Gen Z’s spending behaviors, shape their attitudes, and influence their choices?
- How does Gen Z perceive money, savings, and retirement?
- What factors have the most significant impact on Gen Z’s mindset and life perspective?
- And numerous other must-know questions!
CLICK BELOW TO ACCESS your 2023 report on Gen Z's current expectations, consumer behavior, and more!
Key Discoveries into the Fastest-Growing Generation of Employees in the Workforce
This 2021-2022 State of Gen Z® research study reveals how Gen Z employees are looking for jobs, considering careers, and navigating their entry into the workforce. Understanding the generation during this incredibly challenging labor market has never been more important or urgent. The insights in this report answer so many questions managers, leaders, and HR professionals have but can’t find answered anywhere else.
This study featured over 1,000 Gen Z participants with a margin of error of ± 3.1%.
Sample questions answered in this 2021-22 State of Gen Z® workforce study:
- What job characteristics are most important to recruiting Gen Z?
- What job characteristics are most important to retain Gen Z?
- How has the Covid-19 pandemic impacted Gen Z’s views on their career?
- What employer social causes will most get Gen Z to apply for a job?
- And much more!
CLICK BELOW TO ACCESS your 2021-2022 report on Gen Z as employees and workforce trendsetters
Unexpected Insights into Gen Z as they Emerge as THE Consumer and Finance Trendsetters
This 2021-2022 State of Gen Z® research study uncovers how Gen Z views money, personal finance, shopping, buying, saving, spending, investing, and much more. Gen Z brings a different view and norms to the world of commerce, so understanding them accurately is critical for brands, marketers, financial services, banks, and customer experience leaders. The discoveries in this report reveal a new perspective on Gen Z’s views about money and its intersection with so many key areas of their life, from spending to saving for retirement.
This study featured over 1,000 Gen Z participants with a margin of error of +/-3.1%.
Sample questions answered in this 2021-22 State of Gen Z® money and consumer study:
- What are Gen Z’s expectations for earning money now?
- What are Gen Z’s expectations for saving money now?
- What are Gen Z’s expectations for shopping and buying now?
- What are Gen Z’s key considerations when making a purchase now?
- And much more!
CLICK BELOW TO ACCESS YOUR 2021-2022 REPORT ON GEN Z AS CONSUMERS, SAVERS, AND PERSONAL FINANCE INFLUENCERS
Gen Z’s Must-Know Emerging Trends and Attitude About the Future
This 2021-2022 State of Gen Z® research study dives into Gen Z’s views about the future that are shaping their actions in the present. This includes how Gen Z views the impact of the pandemic, thoughts about the role of government in financially supporting citizens, and how different experiences have shaped Gen Z differently than other generations. The findings in this report showcase a deeper perspective into Gen Z’s views about the future and their place in it.
This study featured over 1,000 Gen Z participants with a margin of error of ± 3.1%.
Sample questions answered in this 2021 State of Gen Z® as Trendsetters Shaping the Future study:
- What is the order of experiences that have most shaped Gen Z?
- How does Gen Z think the pandemic will shape their future?
- What are Gen Z’s thoughts on the role of government today?
- What emerging trends are impacting Gen Z in the present?
- And much more!
CLICK BELOW TO ACCESS YOUR 2021-2022 REPORT ON GEN Z AS TRENDSETTERS IMPACTING THE FUTURE OF ALL GENERATIONS
Gen Z Becomes the Most Important Generation of Consumers
This 2020 State of Gen Z® research study dives into Gen Z’s attitudes, beliefs, and habits toward spending, shopping, saving, influencing, and more. The study included over 1,000 Gen Z participants and compared them with 1,000 Millennials. The discoveries are especially important for business leaders, sales and marketing executives, as well as entrepreneurs and product innovators.
This study featured over 1,000 Gen Z participants with a margin of error of +/-3.1%.
Sample questions answered in this 2020 State of Gen Z® consumer study:
- How does Gen Z learn about new brands?
- What makes Gen Z loyal to a brand?
- What does Gen Z want in an online buying experience?
- How has COVID-19 affected Gen Z financially?
- And much more!
CLICK BELOW TO ACCESS YOUR 2020 REPORT ON GEN Z AS CONSUMERS, INFLUENCERS, AND TRENDSETTERS
Gen Z Becomes the Fastest Growing Generation of Employees
This 2020 State of Gen Z® research study dives into Gen Z’s attitudes, beliefs, and habits toward work, career, and as emerging leaders. The study included over 1,000 members over Gen Z and compared them to 1,000 Millennials. The discoveries are especially important for managers, HR leaders, workforce, and Chief People Officers, as well as employers globally.
This study featured over 1,000 Gen Z participants with a margin of error of +/-3.1%.
Sample questions answered in this 2020 State of Gen Z® employment study:
- What most attracts Gen Z to a new job?
- What workplace benefits does Gen Z want?
- How soon does Gen Z expect to get a raise?
- What makes Gen Z stay at a job?
- And much more!
CLICK BELOW TO ACCESS YOUR 2020 REPORT ON GEN Z AS EMPLOYEES AND EMERGING LEADERS
The Impact of COVID-19 on Gen Z and How the Pandemic Has Changed their Views About the Future
This 2020 State of Gen Z® research study uncovers the hidden and unexpected impact of the COVID-19 pandemic on Generation Z (ages 13 to 24) at this formative time in their coming-of-age experience. The study specifically looks at how the COVID-19 pandemic impacts Gen Z and their views in key areas such as leadership and living with their parents, to well-being, and how the pandemic has shaped their beliefs about the future of work, education, and much more. The study features more than 50 Gen Z COVID-19 research discoveries.
The study included approximately 1,000 Gen Z participants, with a margin of error of ± 3.1%.
Sample questions answered in this 2020 State of Gen Z® COVID-19 study:
- What is Gen Z’s attitude about living with their parents during COVID-19?
- What are Gen Z’s key digital trends during the pandemic?
- How does Gen Z feel about their education and career during COVID-19?
- What are Gen Z’s beliefs about government during COVID-19?
- And much more!
CLICK BELOW TO ACCESS YOUR 2020 REPORT ON GEN Z AND THE IMPACT OF COVID-19 ON THE GENERATION
Generation z moves further into adulthood and brings many differences from previous generations
In this year’s study, we compared 1,000 Millennials to 1,000 members of Gen Z. We are seeing dramatic differences between these two generations as they impact businesses, industries, countries, and emerging trends. Click “Read More” to complete the short form and instantly access the entire State of Gen Z® 2019 Research Report.
This study featured approximately 1,000 Gen Z participants with a margin of error of ± 3.1%.
SAMPLE QUESTIONS ANSWERED IN THe 2019 STATE OF GEN Z® national STUDY:
- Does Gen Z depend on social media?
- What is Gen Z’s experience and frequency with websites and digital media?
- Does Gen Z think that developing their gaming skills will help them later in their life?
- How does ease of purchase on a website affect Gen Z’s buying behavior?
- And much more!
CLICK BELOW TO ACCESS YOUR STATE OF GEN Z 2019 REPORT ON GEN Z AS CONSUMERS, EMPLOYEES, AND TRENDSETTERS
a deep dive into the role of technology impacting gen z from social media to the workplace
The State of Gen Z® 2018 took a deep dive into key Gen Z trends and themes critical to know about the generation as they emerge as employees, customers, and trendsetters. This includes looking at Gen Z and their views about brands and brand engagement, technology reliance and expectations, marketing, social media, employment, and much more.
This study featured approximately 1,000 Gen Z participants with a margin of error of ± 3.1%.
SAMPLE QUESTIONS ANSWERED IN THE 2018 STATE OF GEN Z® NATIONAL STUDY:
- What is the role and impact of online influencers on Gen Z?
- Does Gen Z really sleep alongside their mobile phone?
- How frequently does Gen Z need feedback at work?
- How does Gen Z compare to Millennials in key areas?
- And much more!
CLICK BELOW TO ACCESS YOUR STATE OF GEN Z 2018 REPORT ON GEN Z AS CONSUMERS, EMPLOYEES, AND TRENDSETTERS
A new generation emerges and surprisingly has some characteristics of the baby boomer generation
The State of Gen Z® 2017 focused on how Gen Z, aka iGen, thinks about money, earning money, savings, debt, spending, and retirement. The study also compared Gen Z to Millennials in each of these areas and found some important differences. The findings were very unexpected and sparked a global conversation about what Gen Z’s emergence will mean to employers, marketers, banks, financial services, families, and our shared future.
This study featured approximately 1,000 Gen Z participants with a margin of error of ± 3.1%.
SAMPLE QUESTIONS ANSWERED IN THE 2017 STATE OF GEN Z® NATIONAL STUDY:
- What percentage of Gen Zers are already saving for retirement?
- Does Gen Z prefer to earn their money or receive it as a gift?
- What is Gen Z’s unexpected view of advertisements?
- Which type of ad does Gen Z trust the most?
- And much more!
CLICK BELOW TO ACCESS YOUR STATE OF GEN Z 2017 REPORT ON GEN Z AS CONSUMERS, EMPLOYEES, AND TRENDSETTERS
read our two gen z studies: technology disruption and gen z's political and civic outlook
Who is Generation Z? In the first annual State of Gen Z® research study, CGK’s team focused on important generational mindset areas including: Gen Z and their relationship with technology, how Gen Z is different from Millennials, and Gen Z’s views about politics. The dependence on technology that was uncovered, including its direct impact on Gen Z self-worth, led to significant conversations around the world. In addition, uncovering Gen Z’s emerging political viewpoints and who they trust as leaders helps to highlight the views of the generation as they are now able to vote in elections.
This study featured over 1,000 Gen Z participants with a margin of error of ± 3.1%.
SAMPLE QUESTIONS ANSWERED IN THE 2016 STATE OF GEN Z® NATIONAL STUDY reports:
- How does Gen Z say social media affects how they feel about themselves?
- How does Gen Z use their phone to comparison shop—showrooming—when physically present at a store?
- Does Gen Z trust elected officials more or less than older generations?
- Does Generation Z feel that the US is headed in the right direction?
- And much more!
CLICK BELOW TO ACCESS YOUR STATE OF GEN Z 2016 REPORT ON GEN Z AS CONSUMERS, EMPLOYEES, AND TRENDSETTERS
we are passionate about studying gen z as they rapidly emerge and shape the world
CGK’s research team is passionate about studying Generation Z at this critical time in their emergence. This new generation is bringing significant change and opportunity to the workplace, marketplace, communities, and society. We are thrilled to provide our annual State of Gen Z study to you as a trusted, statistically accurate resource into this exciting generation.
Do you want to unlock the potential of Gen Z as employees, customers, or trendsetters? Reach out to our friendly team to see how we can be your generational expert for speaking or custom research. We have worked with over 700 clients around the world and would love to work with you.
Contact us here to request more information or set up an initial conversation. We look forward to hearing from you!
Questions About The State of Gen Z® Series
What is The State of Gen Z® research study series?
The State of Gen Z® is a national research study series from The Center for Generational Kinetics (CGK) that examines Gen Z as employees, customers, and trendsetters. It began with The State of Gen Z® 2016 and continued with editions in 2017, 2018, 2019, 2020, 2021-2022, 2023, and 2025. Each report takes a different angle on the generation, from technology and money to what Gen Z expects from employers and leaders.
How are State of Gen Z® studies conducted?
State of Gen Z® studies are national online surveys led by The Center for Generational Kinetics and weighted to the U.S. Census. Earlier editions compared Gen Z with Millennials: the 2021-2022 study surveyed 1,070 members of Gen Z and 1,018 Millennials. The State of Gen Z® 2023 surveyed 1,027 Gen Z ages 18 to 26, and the 2025 edition surveyed only employed Gen Z. Because samples and age ranges differ by edition, compare figures across years with care.
Which State of Gen Z® reports cover Gen Z at work?
Three State of Gen Z® reports focus on Gen Z at work. The State of Gen Z® 2025 covers trust, career paths, leadership preferences, hybrid and on-site work, and mental health. The 2021-2022 workforce report covers what recruits and retains Gen Z and how the pandemic affected their career views. The 2020 employee report covers what attracts Gen Z to a job, the benefits they want, when they expect a raise, and what makes them stay.
Which State of Gen Z® reports cover Gen Z as consumers?
Several State of Gen Z® reports focus on Gen Z as customers. The 2020 consumer report covers how Gen Z learns about new brands, what makes them loyal to a brand, and what they want in an online buying experience. The 2021-2022 consumer report covers earning, saving, shopping, and what Gen Z considers before a purchase. The State of Gen Z® 2023 covers spending, money, savings, and retirement, and the 2017 report covers saving, debt, and how Gen Z views advertising.
Which State of Gen Z® reports cover Gen Z and technology?
Technology runs through three State of Gen Z® reports. The State of Gen Z® 2016 examined Gen Z's relationship with technology, including how social media affects how they feel about themselves. The 2018 report looked at technology reliance, social media, and the role of online influencers. The 2019 report covered social media, websites and digital media, gaming, and how easy online buying shapes Gen Z's purchases.
Are State of Gen Z® reports free to download?
Yes. Every State of Gen Z® report listed on this page is free. Open the edition you want and complete the short form on its page to receive the full report. The Center for Generational Kinetics offers the series as a resource for leaders, HR professionals, marketers, and journalists who need accurate data on Gen Z.
