UNDERSTANDINGHow America's largest,most diverse,best-educated,and most financially-powerfulgeneration will shapethe future.MORNING CONSULTTABLEOF CONTENTSIntroduction1Personal Values and Life Outlook6Political Identity and13Media Consumption22Consumer Habits26INTRODUCTIONA superlative generation in many regards,GenZ is on track to be the largest,mostethnically-diverse,best-educated,and most financially-powerful generation ever.In thecoming years,their distinctive habits will play an outsized role in shaping Americanculture and commerce.Gen Z is composed of those Americans born between 1997 and 2012.Research on this generation is stillin its nascent stage,and many of the conceptions about Gen Z are premised on a shaky foundation ofspeculation and conjecture.In this report,we employ Moming Consult's survey research technology to let Gen Z adults speak forthemselves.Based on nearly 1,000 survey interviews with 18-21 year-olds,this report will dig into theirvalues,habits,aspirations,politics,and concems,offering a detailed overview of the ideas that areshaping Gen Z adults,and the ways they differ from the generations that came before them.HOW WE CONDUCTED THIS REPORTThis report is primarily based on a survey of 3,022 U.S.adults,including an oversample of 999 adultsaged 18-21.The survey was conducted May 23-26,2019.The margin of error for Gen Z adults is+/-3 percentage points,and the margin of error for Gen Z adult sub-demographics range from 4-8percentage points.The"all older adults"demographic-all Americans 22 or older-has a margin of errorof +/-2 percentage points.The interviews were conducted online and the data were weighted to approximate a target sample ofadults based on age,race/ethnicity,gender,educational attainment,and region.Additional brand-tracking data in this report comes from Morning Consult Brand Intelligence.BrandIntelligence is the most comprehensive brand tracking platform available,using thousands of dailysurveys on over 3,000+brands to help marketing and communications executives measure brandreputation in real-time.Date ranges and sample sizes for Brand Intelligence data vary and are specifiedon pages where this data appears.THREE DEFINING TRAITSOF GEN Z ADULTSMOTIVATEDINDIVIDUALISTICSOCIALLYCONSCIOUSMaking money and havingA predominantly liberalWhen it comes to howa successful career aregroup,civil rights andthey view themselves,Genthe two most universallysocial justice issues are atZ adults are largely similarimportant life goals forthe forefront for Gen Zto older generations.Gen Z adults-more thanadults.pursuing friends,family,But where they differ has aor hobbies.Discrimination is seen as theclear trend-Gen Z adultsthird most critical threat facingare more likely to valueThey are also notably morethe U.S.,and civil rights is theindividualistic traits and viewlikely than older generations tosecond most important politicaltheir personal identity in termsvalue doing what it takes to getissue.This filters into howof what they do,rather thanahead in life.they view politics,interact withwho they are.brands,and approach personallife decisions.2SEVEN IMPORTANT TRENDSReversing a trend of declining generational trust,Gen Z adults put slightly morefaith in capitalism than millennials.Gen Z adults also have the most positiveview of socialism of any generation.2Collectively,Google and Apple's suite of products make up 11 out of the top 25brands that Gen Z adults are most likely to use on a daily basis.3Gen Z is widely distrustful of institutions and powerful interests,from WallStreet to the news media.Seventy-eight percent say there is a lot of corruptionin America.Gen Zliberals are more likely to boycott a brand for political reasons:39 percentsay they've done so in the past year.5The first digitally native generation has a starkly different media diet.A 4 percentplurality get their news from social media,and a majority are on You Tube daily.6Gen Z Republicans are far more comfortable with"large government"andsocialism than elder Republicans.They also hold more socially liberal views.Gen Zadults are far less America-centric than older adults.They are less likely tosay that being an American is important to their identity,and more skeptical that theU.S.sets a good example for the rest of the world.3