In 2019, Gen Z (in this report, those born since 2001) will make up 32% of the 7.7 billion global population, just ahead of millennials at 31.5%, according to Bloomberg analysis of UN data.

Gen Zers have never known a non-digital world and have grown up with the “war on terror” and Global Recession, and present as very different people from previous generation. Gen Z survey respondents in emerging countries such as China and India expect to be happier than their parents, although those across Australia, the UK, Canada and the US are much less optimistic.

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