Skip to content


Your one stop source for the latest Gen Z trends and insights

The Gen Z Census: U.S., from Wattpad

AdobeStock_201684655 (1)In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox.  Gen Z—the cohort of Americans aged 10-24 born between 1995 and 2009—have tended to elude marketers. After all, how do we quantify or qualify a group of youth whose own self- definitions are constantly evolving? For the first time ever, we’re doing just that. Introducing the Gen Z Census—our deep-dive into everything Gen Z.

With the upcoming 2020 census, Americans can expect to receive a very narrow view about individuality. The census will only be covering same-sex relationships meaning any single LGBTQ+ individuals won’t “count.” There will also be no option to distinguish transgender, non-binary, or gender non-conforming individuals. If we have learned anything in the past decade, it’s that representation matters.

Gen Z is a highly coveted, yet poorly understood demographic. When it comes to representation in marketing, 47% of Gen Z reported that they do not feel well-represented.

That means there’s a significant marketing opportunity available to those capable of better capturing their lived experience. Striving for better representation in marketing and allowing Gen Z to see themselves in the face of their favourite brands would invoke confidence and a deeper connection. Download the Gen Z Census: U.S. to learn everything you need to know about Gen Z today.

Click below to download The Gen Z Census: U.S.

Gen Z Census U.S.

Subscribe to monthly newsletter