Generation Z, or Gen Z, refers to the generation born roughly between 1997 and 2012. They follow the Millennials and precede Generation Alpha. Gen Z is known as the first true "digital native" generation because they grew up with the internet, smartphones, and social media being always present in their lives, making them highly fluent in digital technology and online communication.

Key traits of Gen Z include:

• Digital fluency and extensive use of social media platforms like TikTok
• High diversity and inclusivity, with many identifying as racial/ethnic minorities and LGBTQ+
• Pragmatism and financial consciousness, influenced by growing up during economic recessions
• Strong entrepreneurial spirit and self-reliance
• Heightened social consciousness, especially about climate change and social equity
• Preference for authenticity, individuality, and collaborative, nonhierarchical leadership styles
• Awareness and prioritization of mental health and well-being
• Tendencies towards cautious social behavior, such as lower rates of underage drinking and more focus on academics compared to previous generations.

In summary, Gen Z is a diverse, digitally native generation marked by pragmatism, social awareness, and unique cultural tendencies shaped by modern technology and global events.