EY 2023 Gen Z Segmentation Research

Led and authored by Marcie Merriman as part of EY's ongoing research series, this longitudinal study tracks how Gen Z thinks, feels, and behaves — and how that has changed over time.. Led by Marcie Merriman, the research draws on a representative study of more than 1,500 Gen Z respondents across the United States. It explores the generation’s growing financial concerns, changing definitions of success, desire for authentic belonging and struggles with anxiety, revealing five distinct segments and what their evolving priorities mean for business.