5 fundamental characteristics of Generation Z

Just when the world was starting to understand what makes millennials tick, a new cohort of consumers, employees and colleagues is ready to take the stage.

There are now more than 60 million members of Generation Z in the U.S—many of whom have already entered the workforce. Many millions more will do so in the next few years. Is your workplace prepared to reach, engage and retain the new generation?

As a member of Generation Z, I can affirm that we are an incredibly diverse group that’s nearly impossible to pin down or paint with broad strokes. However, we do share certain traits, characteristics and sensibilities. Here are five to keep in mind:

Of course, we also face hacking, online scams and the 24/7 news cycle, which never fail to remind us about the many dangers that surround us all. From our relationship with technology to our buying habits, Gen Zers tend to play it safe.

Key takeaway: We value our security and are naturally skeptical. Show us your brand or company is deserving of our trust, and you’ll win our enduring loyalty.

Gen Z is proving to be a frugal generation that scrimps and saves.