Gen Z, born between the mid-90s and the early 2010s, became the largest generation back in 2019, and represent around one third of the global population. Perhaps more than any other, this is a generation that will be shaped by the COVID-19 pandemic. While millennials were affected and shaped by the 2008 financial crisis, the COVID-19 pandemic will become the lens that drives Gen Z – impacting both their formative years and their lives going forward.
Particularly for the oldest within the Gen Z cohort – those between the ages of 18 and 23 – the pandemic represents...