Hungary’s most comprehensive Generation Z research published

During 2024, a research on the values ​​and shopping habits of Generation Z was conducted in professional cooperation between Diverzum, Quantum Digital Student Cooperative, Steigervald Krisztián (SteiGen) and PwC with the participation of nearly 8,400 people. The habits of Generation Z greatly influence the sales trends and practices of the present and the future, which is why it is extremely important to understand their motivations and habits. The full report can be downloaded from genzreport.hu.

“We often forget that a generation can never be understood without its parents. If a member of another generation ever says, “Generation Z is lazy,” the starting question is how their parents (Generation Y and Generation X) came to be parents? A generation cannot be lazy or diligent, at most it approaches work differently and can be motivated differently. This is what this research is about, among other things.”

– says generation researcher Krisztián Steigervald.

“We belong to this generation ourselves, and through our platform we are in daily contact with hundreds of thousands of students. Therefore, we think that we have an instinctive understanding of the consumer behavior of Generation Z. “However, we considered it important to expand this knowledge with quantitative data, which is why we decided to conduct this research. The uniqueness of the Gen Z Report is that we examined Generation Z not in isolation, but in the context of other generations, on a representative sample of more than eight thousand.”

– said László Miklós, co-founder and owner of Diverzum.
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