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Generation Z, born between 1997 and 2012, is arguably the most studied, analysed and surveyed generation in history. According to The Guardian, this generation’s behaviors and preferences are meticulously documented, leading to a surge of interest from marketers and researchers alike.

Experts attribute this obsession to their unique relationship with technology. Paul Redmond, former director of student experiences at Liverpool and Manchester universities, notes that Gen Z is the first generation to grow up with ubiquitous technology, including social media, from a very young age. This early exposure has shaped their behaviors, such as their approach to work and spending habits, making them a subject of intense scrutiny.

Additionally, the economic context in which Gen Z has matured—marked by social media, climate anxiety, and the pandemic—has influenced their identity and choices. Joanna Allcock, brand and growth director at Seed marketing agency, highlights that understanding this generation is vital for companies eager to connect with them. However, the rise in interest has also led to questionable surveys and misleading data.

Jenk Oz, the founder and CEO of Thred Media, suggests that Gen Z’s online presence provides unprecedented data, fueling ongoing fascination. He predicts they will be on track to be the richest and highest spending generation by 2035, which further emphasizes the financial motivations behind this obsession.

However, some experts caution against overgeneralizing. Bobby Duffy, director of the Policy Institute at King’s College London, argues that societal fixation on youth is nothing new, and much of the current narrative around Gen Z reflects life cycle changes rather than inherent differences. He warns that marketing narratives can distort perceptions, creating stereotypes that may not accurately represent the generation as a whole.