The truth about Generation Z

  • August 1, 2018

Who they are, where they go, & what they do

Eliott Reyna Unsplash

Why is Gen Z crucial for brands and businesses to understand? For starters, they are an incredibly large and influential generation with a surprising load of direct spending power, accounting for nearly $143 billion in direct spending by 2020.

In this report, we’ll uncover the true “IRL” behaviors of Gen Z using our proprietary location technology and behavioral insights, along with Carat’s intel about values and motivations. We’ll also bust some of the biggest myths you may have been told with some factual, data-driven truths.

For instance, while you might think this generation is just as, if not more, obsessed with healthy food as their Millennial counterparts, our data shows Gen Z is 111% more likely to visit In-N-Out Burger and 102% more likely to visit Shake Shake than the average consumer.


  • The one food category Gen Z is completely obsessed with
  • Shopping habits and spending behaviors
  • Answers to FAQs and strategies to reach this audience right away