Gen Z Identity is contextual. For them, having one static “self” simply doesn’t make sense for the ever-altering, instantaneous, always-connected world in which they live. Where the world says adapt or die, Gen Z has responded by becoming identity shifters like we’ve never seen.

They can’t be summed up in a tidy statistic. Understanding who they are requires a qualitative, holistic, inclusive exploration (like this one.)

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Why We Made This Report

RPA is one of the largest independent advertising agencies in America. We help companies significantly grow their business by connecting their brands with people.

When we looked to understand Gen Z, we discovered a need for a more human portrait of this next generation — one not limited to numbers and stats bereft of depth. What distinguishes this study is our holistic approach, from analyzing emojis used on dating profiles to interviewing Bible-study teachers. This report also contains several Gen Z-led pieces, providing a voice to this generation.

A year in the making, the Identity Shifters report reflects the responses of more than 1,090 Gen Z researchers and research participants. This exploration gives a richer representation of the identity of the next gen and how their shifting selves will affect marketers, brands, and the world.