This trend report focuses on generation Z: the 12- to 19-year-old cohort representing over $44 billion in annual purchasing power.

Millennials have dominated the news agenda, not to mention popular discourse, for the past few years. But now a new generation is poised to come of age—and they’re a different group altogether.

Our latest trend report, released today, focuses on generation Z: the 12- to 19-year-old cohort. Representing over $44 billion in annual purchasing power, today’s teenagers are characterized by ethical consumption habits, native digital technology use, entrepreneurial ambition, and progressive views on topics ranging from education to gender.

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“We’re excited to showcase this rich study of a dynamic new generation,” says Lucie Greene, Worldwide Director of the Innovation Group. “Generation Zers are a complex mixture of sophistication and wide-eyed optimism. They’re intelligent and confident, and—importantly for brands—questioning the prescribed norms of everything from formal education to gender politics. For brands to reach this group, they will need to understand what makes them tick and come to grips with these nuances.”

The report features:

–More than 70 pages of analysis and brand examples across sectors including beauty, retail, media, technology, education and more.

–A custom survey of 1,000 12- to 19-year-olds from SONAR™, J. Walter Thompson’s proprietary unit that develops and exploits new research techniques to understand cultures, brands and consumer motivation.

–Case studies featuring original interviews and photography documenting the lives and preferences of generation Z in London, Los Angeles, San Francisco and New York.

The report is broken down into the following sections:

Drivers: Context shaping generation Z’s attitudes and preferences
Manifestations: SONAR™ survey results on these emerging mindsets
Trends: How specific sectors are already responding to generation Z
Future: How brands can connect with generation Z going forward
Case studies: Original profiles of six US and UK generation Zers
Generation Z icons: Generation Zers making their mark on culture

Read the executive summary on SlideShare, or purchase the full report here.