In January 2024, PRRI published a report based on both a national survey and nationwide focus groups to better understand Generation Z’s motivations, concerns, and behavior.

It looks like Generation Z (Gen Z) is on the cusp of making its mark on the global economy. Not only is this group expected to be the largest cohort of the global population over the next 10 years at …

Today, we issued a report looking – for the first time – at how members of Generation Z view some of the key social and political issues facing the nation today and how their views compare with those of …

Generational categories, such as baby boomers, Gener-ation X, millennials, and Generation Z, are ubiquitous in American culture, featuring prominently in news stories, marketing materials, and...

Understanding the motivations and behaviours of millennials and Gen Z is essential for businesses, policymakers, and marketers to effectively engage with these demographics. This research helps …

In a world where the pace of change is no longer incremental and is rarely linear, this study sheds light on how the first global generation is not just adapting but actively reimagining what it means to be an …

Generation X is the generation born between approximately 1964 to 1980, and connected to the pop culture of the 1980s and 1990s they grew up in. The term has been used in demography, the social …