Like every generation, Gen Z encapsulates a broad and diverse group of individuals.  Born between 1997 and 2012, Gen Z is a young generation already defined by greatness, a generation set to make history, and a generation defined by firsts, and by extremes.

Gen Z are young, but they are powerful, and with the oldest of the group aged only 23, they are just getting started.

Carat Australia’s latest report, Gen Z in View, takes a deep dive into this complex generation to better understand them on a human level and how marketers can reach them with impact. Applying the agency’s bespoke consumer connections system (CCS), Carat has been able to segment Gen Zs aged 16-23 into four key consumer types, and four distinct typologies.