For five years, our Next Gen project has been tracking the evolving habits and attitudes of Generation Z. Now, as they move firmly into adulthood, our latest research focuses on a crucial new phase: Gen Z Adulting.

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This update explores how this generation navigates financial independence, career choices, relationships, and new life milestones.

As Seen at Quirks NYC

We were thrilled to present our key findings at the recent Quirks NYC event. If you missed the session, you can watch the full recording right here.

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Your Guide to Gen Z

This "Adulting" research is the latest chapter in our 5-year-long Next Gen initiative. To make our findings accessible, we've developed two key resources:

• The Gen Z Adulting Infographic: A clear, visual summary of our newest data, highlighting how Gen Z is handling finances, careers, and their personal values.
• The Gen Z Playbook: This is our comprehensive guide, compiling all five years of Next Gen research. It's the ultimate resource for understanding this generation's journey from their teens to early adulthood.

Understanding Gen Z is essential for future-proofing your brand. Our research provides a clear roadmap to help you connect authentically with this powerful consumer group.