10 Things to Know About iGen Consumers


While the influence of the behemoth Millennial Generation shows no sign of slowing down, another generation is waiting in the wings and proving to be just as influential: iGens. 

According to a recent Mintel webinar, "Generation Indie: Younger Consumers' Influence on Niche Beauty Brands," iGens, or Generation Z, is the generation born between 1995 and 2007. iGens currently make up 17% of the U.S. population and are expected to hold more economic influence by 2022. 

Get to Know iGen Consumers 

  • 33% of U.S. iGens plan to travel to other countries by the age of 25, indicating an interest in other cultures
  • 69% agree that increasing diversity in the U.S is good
  • 56% prefer ads that are entertaining without feeling like an ad
  • 38% are drawn to social posts with artistic flair
  • 28% look for instructional or how-to posts
  • 60% report only using emojis to communicate
  • 35% say they can't live without YouTube
  • 56% use beauty and personal care products to feel empowered, seeing usage as a way to express themselves and feel more confident 


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