A generation, according Howe & Strauss, is defined by a life cycle—or roughly 20 years—and greatly influence a nation’s mood. Thrust between a pandemic, racial justice movements and an election, the United States is in the middle of a social and demographic transformation, making 2020 a critical turning point year. But that is not all…2020 marks the rst time any American generation is a multicultural majority. Today, it is the 0 to 17 segment. By 2028, it will be the under 35 segment, and by 2033, everyone under the age of 50 will be a multicultural majority.
With the aging of the predominantly white Baby Boomers, how will this multicultural evolution change the fabric and culture of America? To understand the changes that are coming, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) conducted a comprehensive study on Gen Z, de ned as those between the ages of 13 and 17. IT’S TIME: Ready or Not for the Multicultural Majority provides a deep dive on Gen Zers’ attitudes, cultural identities and alliances, hot button issues and how they correlate to experiences and political opinions. This rst part focuses on the intersection of culture, identity, politics, and social movements. Subsequent parts will explore marketing in the age of the multicultural majority, the lives of parents and teens, customer and culture, the cultural closet (what the multicultural majority is keeping, throwing out and adding in), plus media, technology & the escalating power of culture and content.
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