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      Report

      State of Gen Z

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      Published October 9, 2024

      Banks Credit & Economic Trends Economic & Market Insights Marketing State of Gen Z

      Explore Gen Z's habits and attitudes toward credit, personal finance, marketing, fraud and more.

      Gen Z fast facts:

      • There are 69.3 million Gen Z-ers in the United States.
      • They spend six or more hours per day on their cell phones.
      • They collectively demand purpose and accountability from brands they interact with.

      They demand the creation of more opportunities for people of diverse and underrepresented backgrounds. Lack of financial resources and funding options are seen as barriers in achieving their goals.

      Source: Statista, McKinsey & Company.

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      Key insights:

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