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While Gen Z's name is in flux, we are beginning to learn a lot more about their habits - and they are more earnest, hardworking, and driven by conservative views of success than you may expect.
Futurecast, a subsidiary of a major ad agency and the force behind a couple of millennial marketing guides, has settled on “Pivotals” (because “they are pivoting away from common millennial behaviors and attitudes”). David Stillman, one of the field’s biggest names, and Jonah Stillman, his college-aged son, offer “weconomists” in their book Gen Z at Work, in reference to the younger generation’s supposed affinity for the sharing economy. Also in the running: Digital Natives, the Homeland Generation, the Meme Generation, the Throwback Generation, post-millennials, Plurals, Founders, and “Philanthroteens.”
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