Generation Z Culture

Generation Z is the cohort of people living in Western and First World cultures that follows Generation Y. The opinions about the birth year of the earliest members of Generation Z differ, ranging from 1990 to 2001, however a majority of experts claims about 1996. “They grew up during the most profound changes in a century and represent the watershed generational shift of our era” . Several other names that refer to this population group include „Plurals” , since they are the most ethnically diverse generation ever, and both „iGeneration” and “Digital Natives” , since they are the first generation to be born into a completely digital age and have never known a world without the Internet and smartphones .

According to the research by agency

Not only is being ‘ecofriendly’ and ‘green’ popular, but it is also embedded in their minds from the youngest years. Growing up in a time of environmental crisis, Generation Z considers a product’s environmental impact (Wayne H.,Macinnis D., Consumer Behavior, 2009). They are attracted to ‘green’ products, such as LED lighting, hybrid cars and solar batteries .

Besides choosing products and services that do not harm the environment, Generation Z also wants to make an impact on the world. Almost one in four teens in the United Stated engage in volunteering . With the increase of voluntary sectors in organizations, the notion of needing to sacrifice for community appeared. Altruism will become “something that is unacceptable not to do” . The study by Sparks & Honey showed that 60% of teens want to change the world, compared to 39% of Generation Y . They have even bigger ambitions - 40 percent want to invent something that changes the world .

They are also concerned about the economy, terrorism, wars around the world and cybercrime. However, they are mostly concerned about world hunger and man 's impact on the planet (75 percent) .

viii. Liberty and

According to Magid report, the women 's liberation movement of the 1970s and 1980s has created a generation where girls want to have power. Children and teens observe blurred gender roles within their families, with crossing lines of responsibility between parents . Research shows that girls in elementary and middle school are more interested than boys in earning a college degree, having good grades, and getting feedback from parents and teachers to help them do better in school . According to a White House “Women in America” report, the number of men and women attending college is almost equal, but it is predicted that younger women will surpass men when it comes to college or graduate