Page 43 - Green Builder Magazine May-June 2021

The Rise of

Generation Z

While millennials are getting most of the attention these
days, Gen Zs (generally 7-24 years old), are worth paying
attention to as well. Weighing in at 70 million strong,
this audience segment comprises approximately
20 percent of the U.S. population, and it is the most
racially and ethnically diverse age group. According to studies conducted by PEW Research Center,
Gen Zs currently have $140 billion in annual spending Gen Zs are the most-diverse and best-educated generation.
power. This is expected to grow to $680 billion by 2025. CREDIT: PEW RESEARCH CENTER
Digital natives who are completely at home in the
online environment, Gen Zs spend nearly 88 percent
GEN ZERS IN 2019
more money online than in stores.

Individuals in this audience MILLENNIALS IN 2003
segment are heavily
influenced by friends and
GEN XERS IN 1987
family when making purchase
decisions — much more than
they are by social media or EARLY BOOMERS IN 1969
FAMILY
product reviews. CELEBS
CREDIT: DEALAID.COM
WHITE HISPANIC BLACK ASIAN OTHER

REVIEWS FRIENDS
They want government to take an active role in solving
problems like climate change and social justice.
SOCIAL MEDIA
GEN Z

What do Gen Zs buy MILLENNIAL
online? Mostly food, GEN X % SAYING
GOVERNMENT
groceries and
BOOMER
household items.
FOOD & SILENT
GROCERIES
FURNITURE
SHOULD DO MORE TO SOLVE PROBLEMS IS DOING TOO MANY THINGS BETTER LEFT
TO BUSINESSES AND INDIVIDUALS
EARLY
BOOMERS IN
1969
CLOTHING & HOUSEHOLD
ACCESSORIES ITEMS
EARLY
BOOMERS IN
1969 GEN ZERS
BEAUTY & Gen Zers more liekly to IN 2019
COSMETICS ELECTRONICS GEN ZERS
be enrolled in college GEN XERS IN 2018
IN 1987
and to have a college-
GEN XERS
educated parent than IN 1987 MILLENNIALS
MILLENNIALS IN 2003
Millennials, Gen Xers at IN 2003
For more information on Millennial a comparable age,
homebuying trends and preferences,
CREDIT: PEW RESEARCH CENTER
visit our Today's Home Buyer headquarters. AMONG 18- TO 21-YEAR-OLDS NO LONGER IN % OF 7- TO 17-YEAR-OLDS LIVING WITH A
HIGH SCHOOL, % ENROLLED IN COLLEGE PARENT WITH AT LEAST A BACHELOR’S DEGREE