It's impossible to have a conversation about Gen Z without talking about social media. It shapes everything from the platforms they use (or don’t use) to their interactions with friends and family — and, of course, the brands they consider. For Gen Z, what is happening online and on social media is what is happening IRL.

In August of 2019, Origin, Hill Holliday's in-house research arm, conducted a study to examine the social profile of Generation Z. Intended to serve as a follow-up to earlier research from the agency in 2017, Meet Gen Z: The Social Generation, this updated report surveyed 998 members of Gen Z about their social media attitudes, purchasing behavior, and interactions with brands. The shifts in the last eighteen months are significant – and perhaps surprising.

As Gen Z continues to consume social content, what is the impact on their emotional outlook and brand engagement behavior? Download our report, Meet Gen Z: The Social Generation Part 2 to take a deeper dive into reaching and engaging the Gen Z social audience.

To access the original report, Meet Gen Z: The Social Generation Part 1, click here.