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10 Things to Know About iGen Consumers

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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