According to a study by McKinsey, the influence of Gen Z (those born 1995-2010) is expanding. They are the first generation of true digital natives and make up 20% of the population.

There are 4 core Gen Z behaviors, all anchored in one element: this generation’s search for truth:

1. They value individual expression and avoid labels.

2. They mobilize themselves for a variety of causes.

3. They believe in the efficacy of dialogue to solve conflicts and improve the world.

4. They make decisions and relate to institutions in a highly analytical and pragmatic way.

Businesses must rethink how they deliver value to the consumer, rebalance scale and mass production against personalization, and—more than ever—practice what they preach when they address marketing issues and work ethics.

Source: McKinsey & Company