February 18, 2016 10:25 ET

Fuse White Paper Discusses Understanding Your Future Consumer

Gen Z's Changing World and 2025 Insights for Marketers

BURLINGTON, VT--(Marketwired - Feb 18, 2016) - Gen Z -- the population born from 1995 to present -- is the second largest generation at 26% of the US population. By 2025, Gen Z will grow significantly, becoming the largest generation totaling 29% of the US population. (US Census Bureau 2015)

A brand's ability to anticipate where Gen Z is going and identify opportunities to reach them will help ensure its relevance and business success.

Fuse Analysis
In addition to Fuse's on-going youth culture research studies, throughout 2015 Fuse reviewed reliable research and articles to create a "poll of polls." This model identified the most common findings and trends.

While the information below is predictive in nature, it is representative of current trends. We believe the 2025 outcomes are extremely likely to occur unless some unforeseen events greatly change the trajectory of these trends.

Demographic Shifts

  • The modern household will continue to evolve to include multi-generations; the number of multi-generational households has doubled since 1980 (Pew Research Center 2014) and could make up a quarter of all households by 2025
  • Marriage as an institution is in the midst of a major revolution, if not decline; less than 20% of Gen Z (18+ years old) will be married -- by comparison, 42% of Baby Boomers were married in their 20's ( 2014)
  • Most of Gen Z will live in cities as for the first time since 1920's, population growth in cities is outpacing growth outside cities (Nielsen 2014)

Lifestyle Changes

  • Likely in response to watching Millennials struggle with unemployment and debt, Gen Z is saving money at a higher rate than young Millennials did
  • 50% of Gen Z plan to go to college, eclipsing Millennials as the most educated generation in history
  • Nearly 50% of Gen Z want to start their own business vs. about 30% (Pew Research Center 2015) of the US population that is self-employed today

Value Transformations

  • Just when many of you thought we'd be giving out trophies to everyone forever, achievement is back; Gen Z is appreciating achievement above other traditional values
  • Multi-race population growth is 3x that of the general population (US Census Bureau 2015); experts believe this growth will accelerate over the next ten years
  • Young people's willingness to sharing private information -- and the tracking and following that has resulted -- will have reached a tipping point by 2025; what Gen Z will value online is privacy

For more Gen Z and Millennial insights or information about Fuse, visit:

About Fuse
Fuse is a marketing agency founded in 1995 that connects brands with teens and young adults through sports, music, fashion, video gaming and other relevant cultural interests. Fuse's services include consumer insights, brand strategy, public relations, experiential marketing, creative services, and social media. The Fuse staff, led by Partners Bill Carter, Issa Sawabini and Brett Smith, is comprised of marketing professionals and cultural experts who have worked for some of the most prominent brands and agencies in the country. For more about Fuse, check out our website or find us on Facebook, Twitter, and LinkedIn.

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