They make up nearly a third of the world’s population and millions of them will turn 21 this year. It may not be entirely reassuring to learn, then, that a landmark global study has found that while the idea of generational divides is largely overblown, the so-called generation Z are evidently clear-eyed in their desire for power, achievement, hedonism and stimulation.
Born between 1997 and 2012, gen Z is the largest generation in the world, with an annual purchasing power of $100bn globally. They will make up 27% of the global workforce by 2025 as they take over the reins of the world economy from millennials (born between 1981 and 1996), gen X (1965 to 1981), boomers (1946 to 1964) and the silent generation (1925 to 1945).
