Generation Z: The World’s Largest Generation

Tuesday, March 20, 2018

Those born from 1995 to 2009 and aged between 9 and 23 are referred to as Generation Z. They comprise a quarter of the global population – almost 2 billion in total making them the largest generation in history.

Top 3 countries by Generation Z

Interestingly, while the largest populations by country are China, India and the United States, the largest countries with a Generation Z population are India, China and Indonesia.

To find out more information about this global, digital, social, mobile and visual generation, please see our infographic below.

Our McCrindle Speakers regularly deliver keynote presentations and workshops on Understanding and Engaging with Generation Z.
If you are interested in obtaining a speaker for an upcoming event, please feel free to get in touch.

The Future of Shopping

Tuesday, December 13, 2016

As Christmas approaches, so does the urgency of shopping. So what will shopping in the future look like - and will we even need shops? It is interesting to note than in an era of online shopping, we actually visit the shops more now than a generation ago. In a survey this year we found that the main connection point Australians have with their local community is not the community centre, park, school or club but the local shopping centre. A visit to the shops is not just about getting groceries- it is a social experience, an entertainment destination, a café stop-off and of course an opportunity to see, try, and experience what’s new.

The shopping experience of the future will start much earlier than the moment we enter a store. It will begin at the time we make decisions about items we buy. Increasingly, these decisions will be socially informed by recommendations made by family and friends as well as our digital communities with whom we share common interests and even available nearby shoppers.

Shopping will become a hybrid of online purchasing through mobile devices and personalised shopping apps, and real world shopping in-store. By 2026 our in-store shopping will be guided not only by our shopping list but also by applications which facilitate our shopping experience. They will be able to detect when and where we are in store and provide recommendations and discounts in real-time based on our lifestyle, our purchasing habits, household demographics and our electronically-enabled shopping trolley as we fill it. At home, intelligent appliances in our smart homes will monitor our consumption of grocery items, automatically detecting items we are running low on and based on past behaviour and clever predictions this shopping list will be automatically set up for payment and home delivery or available at convenient collection hubs.

Payments will not only be cashless but card-less - a quick swipe of our phone or device will pay the bill and receive the receipt. And best of all, in an era of driver-less cars, car share drop-off points and streamlined public transport, getting a good parking spot may even be achievable!

Mark McCrindle on Google For Education

Tuesday, December 06, 2016

Social researcher and author Mark McCrindle recently shared his research on understanding and engaging with Generation Z on Google for Education, speaking about the insight of the trends in our schools and how the education system could be changed for the better. Below is a transcript of his session, which can be watched by clicking on the below photo.

Where does Generation Z fit into our learning communities?

Well, we’ve got the senior leaders, the grandparents in our society, the grandparents of Generation Z. They are the Baby Boomers, and they have had many impacts on education over many decades. You’ve got the emerging leaders in our educational facilities, Generation X, and then the parents of the older students. You’ve got Generation Y as the new parents and also the key and emerging generation of teachers. And of course you’ve got Generation Z themselves, born since the mid-1990s, the students of today. We need to understand them to be able to connect with them, to be able to educate them, and they have been influenced in different times. Clearly, understanding their world of technology is key to engaging with them.


Generation Z in five words; Global, digital, mobile, visual and social.

Generation Z are the world’s first truly global generation, not just through social networking and the friends that they have, but the fashions, the brands, the foods and the technologies are global. They are digital in terms of the tools that they use. We call them “Generation Glass” because its glass, not paper, that is the first medium of interaction and learning for them. They are mobile in terms of where they will live and work and their lifestyles. They’re visual in terms of how they consume content, not just the written forms of old. It’s a world of YouTube and visuals, it’s a world of Instagram and connectivity through the visual means, rather than just the written means. And of course they’re social, in terms of who influences them. It’s not just the experts, it’s not just the authority figures, but it’s the peer groups that influence them more than ever before.

More educated than any generation gone before

The education that is being provided for this generation is going to have to sustain them through more educational years than ever before. They truly will be lifelong learners. Indeed, for us Gen X’s about one in four Australians have a university degree. For Generation Y it’s already one in three. For Generation Z almost half of them will end up with a university degree in their lifetime. This foundational primary and secondary education will sustain them through more education and indeed a longer participation in the workforce than we’ve ever before seen. So what do we need to equip them with to future-proof their lives and careers in these changing times? Well, three words and keys to keep in mind.


Firstly, they need to be innovative. They will need to adapt and adjust in their own roles to remain relevant in these times of change. The average national Australian tenure of an employee in a job is currently three years. Now if that plays out in the lifetime of one of our school leavers today, and based of the trend of them working through their sixties, which will be the norm for Generation Z, it means that they will have seventeen separate jobs in their lifetime. They’ll upskill and retrain every few jobs, they’ll end up with five careers.

They’ll be working in jobs in the future that currently don’t exist, just as now as they start their roles, they’re working in jobs that didn’t exist a decade ago. Some of the jobs that have emerged just in the last couple of years include virtual reality engineers and cognitive computer analysts that can help bridge the gap between technology and humans. Data visualisation experts and drone piolets or UAV operators. It is a fast changing world and we have to equip them therefore, not just with the knowledge, but with the innovative skills to be resilient, to change, to adapt, and to so future-proof their direction.


It’s also about equipping them to be collaborative, because their roles won’t be locked into a hierarchical chart, an organisational chart of old where it was about authoritarian leadership and a chain of command, but rather they’ll need to be flexible and empowered, they’ll need to be entrepreneurial in outlook. Self-directed in their approach. It’s the world of the flat structure, the collaborative leadership model. And so equipping them to be collaborative in style is going to be key. In other words, sure we need to equip them with those cognitive skills, but we need to equip them with the relational skills as well. Yes, we’ve got to teach the eyes of the head, but we’ve got to equip them with the eyes of the heart. I guess I mean from that that it’s not just about the cerebral connection, but the relational and emotional engagement, that’s what a collaborative world needs.


So if we’ve got a generation that are innovative and collaborative, then my third tip is that we need to teach them to be responsive. They will have to learn to adapt and respond to the speed of the changes that they see. We’re all in a nonstop quest for relevance, for adaption, for responding to the changes, and that’s the case for Generation Z. We’ve got to equip them to respond to the changes and lead by an example in that way. The point of course is that we have to model being responsive and adaptive if we want our students to respond in the same way.

So it’s about creating a culture of learning that’s a collaborative, innovative and responsive environment, where we walk the talk, where we model the response to change, where we experiment and innovate to engage with an ever-changing generation. We are really dealing with educational structures like classes and curriculums and examinations that are of the nineteenth century, and we’re often educating in facilities that were built in the twentieth century, yet we’re connecting with a twenty-first century generation. That therefore requires us to be innovative and collaborative and responsive and to equip our students with those skills as well. Keep your eyes on the trends, engage with the next generation and you will equip them to be the leaders of the future.

About Mark McCrindle

Mark McCrindle is a social researcher with an international following. He is recognised as a leader in tracking emerging issues and researching social trends. As an award winning social researcher and an engaging public speaker, Mark has appeared across many television networks and other media. He is a best-selling author, an influential thought leader, TEDx speaker and Principal of McCrindle Research. His advisory, communications and research company, McCrindle, count among its clients more than 100 of Australia’s largest companies and leading international brands.

Visit Mark's website here.

Generation Z defined; The 5 characteristics of today's students

Friday, September 09, 2016

For today’s students, growing up with the emerging technologies at their fingertips has blurred the lines of work and social, of study and entertainment, of private and public. They now live in an open book environment – just a few clicks away from any information. They connect in a border less world across countries and cultures, and they communicate in a post-literate community where texts and tweets are brief, and where visuals and videos get the most cut-through.

At McCrindle, we are regularly engaged by a variety of organisations to assist with understanding who Generation Z is, what context they are being shaped in the traits that define them. Before we can engage this generation, we first need to understand them.

So how can we understand the emerging generations and their learning habits? Well, based on our research, here are five characteristics of today’s students:


Traditionally, learning took place in the classroom and the practice and application through homework. However, in the 21st Century, content can now be accessed through technology anywhere, and often in very visual and engaging forms. Thus we have the flipping of education where the learning takes place outside the classroom, but the essential engagement and practice is still conducted at school, by the all-important facilitator, rather than the teacher.


Not only through technology do today’s students interact, but they are mobile in terms of the jobs they will have and the homes they will live in. It is therefore important to think about how you can equip this generation with not just content but resilience in a changing world.


Today's generation of students are truly global, and are the most likely generation to work in multiple countries. They’re the most globally connected and influenced generation in history and are not limited to the local, but are global as never before.


We've called the emerging generation, Gen Alpha, but we also call them Generation Glass, because it is not just pen and paper, but iPads and screens on which they will learn, which are designed to not just display the written but the visual. While today’s students need literacy they also need digital skills to thrive in this changing world.


In an era of information overload, messages have increasingly become image-based and signs, logos and brands communicate across the language barriers with colour and picture rather than with words and phrases. Communicating symbols and pictures with stories isn’t an entirely new concept. Most ancient forms of communication such as indigenous rock art, reinforces the notion that it is pictures not words that tell the story. Visuals are also the way in which the brain processes information best. It can retain visual symbols and images rather than just written content. Our analysis of learning styles has shown the dominance in the visual and hands on learning styles, above auditory delivery form, which has traditionally dominated the classroom.

To find out more about Generation Z, visit our site and if we can assist with any presentations on the topic of the emerging generations, please feel free to get in touch.

About Ashley McKenzie - Team Leader of Communications at McCrindle

Ashley McKenzie is a social researcher, trends analyst and Team Leader of Communications at the internationally recognised McCrindle. As a trends analyst she understands the need for organisations to communicate with the emerging generations to effectively engage and motivate them. 

From her experience in managing media relations, social media platforms, content creation and event management, Ashley is well positioned to advise how to achieve cut through in these message-saturated times. 

Her expertise is in training and equipping leaders and teams on how to communicate across generational barriers.


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