They’re a global population with global characteristics. They struggle with loneliness, anxiety, and economic challenges. In many ways, their shared characteristics mean that they’re the first generation that can have their own missional strategy.

Their rate of learning is faster than the development of nuance.
They value access and services over ownership.
They are more egalitarian than previous generations.
They are independent but collaborative.
Their digital nativeness allows them to place a high value on in-person relationships.
They experience anxiety and loneliness more often than the previous generation.
They came of age in a time of fear, economic and social upheaval, and disruption from the COVID pandemic.
They value authenticity but hold a “trust but verify” mindset regarding authority.

Gen Z is the first generation to grow up with the internet. They expect a digital experience to be part of everything they do, and they use digital media and technology to inform their view of the world and their everyday life. A robust digital strategy lends you and your organization credibility with this mobile and digital generation.

Faith is a journey,
Access over ownership
they want to build faith and learn faith collaboratively
They’ll listen to sermons, but they also need to learn the language and rhythms of faith

Gen Z didn't grow up in church, but they're interested in faith. They're the most secular generation in America to date. But they’re also open to the idea of God and who he might be to them.

Gen Z grew up against a back drop of division, fear, and uncertainty.

no interest in chasing corporate success,
they toggle between optimism and despair.
They want to craft lives of meaning and purpose.