Editor's note: Joeri Van den Bergh is cofounder of InSites Consulting. He can be reached at joeri@insites-consulting.com.

Generation Z – aka post-Millennials, the iGeneration or Zoomers – is the world’s largest generational cohort, accounting for one third of the global population. Unaware of a life without Google, this digitally native generation is social media-literate, always-on and hyper-informed. Online platforms are their means to be in the know, to stay connected and to amplify their voice. With many coming of age during the pandemic, the past two years put a mark on their lives and their outlook on the future.

Having the fastest-growing disposable income, which is expected to reach $33 trillion over the next decade, Gen Z is an important audience for any brand. So, what characterizes these Zoomers and what are their expectations towards brands? 

This article highlights some key insights from our Ready for the Zoomers? report, based on a survey with 1,072 U.S. consumers (Gen Z, Gen Y, Gen X and Baby Boomers). The report is available free (registration required) at: www.insites-consulting.com/reports.

Growing up in the aftermath of the 2008 financial crisis and against the backdrop of the COVID-19 recession, Gen Z wants to write its own money rules. Like their Millennial counterparts, who are still leading the way with their drive for entrepreneurship (64%), 51% would like to start their own business. Yet unlike Millennials, they are driven by passion rather than achievement. While 52% of Gen Y say a job defines how successful you are, this is only true for 32% of Gen Z. Flirting with TikTok and YouTube algorithms, this generation turns its social game into a business plan in no time. 

Gen Z is the first generation with an incredibly high level of financial literacy at a very young age. Fifty-three percent state that their interest in financial planning and/or investments has incr...