Digitally-driven. Authentic. Socially aware. These are just a few of Gen Z’s well-known characteristics. But as this cohort starts to amp up its purchasing power, it’s important to dive a little deeper to understand the nuances of this up-and-coming generation — and what they mean for home and housewares.

The Largest Generation

While marketers have leaned heavily into cross-generational research in recent years, it’s still important to examine distinct generational traits when it comes to daily living and wellness goals, Tom Mirabile, principal and founder of Springboard Futures, told attendees at the Inspired Home Show 2025.

Gen Z merits special attention due to its sheer size — and the fact that many of them are just entering adulthood. Ages 13 to 28 years old, this generation currently makes up 25 percent of the global population and will likely be the largest generation ever, according to NielsenIQ.

Difficult to Define

Yet Gen Z is a little difficult to define – perhaps because of its early age, but then again, maybe that will be a lasting characteristic.

“Gen Z in 2025 is a generation full of contradictions,” says Caitlin Nuttall, content marketing manager at global research firm GWI. “They’re ambitious, but anxiety is always lurking. They’ve got big ideas and big goals, but they’re also realistic about the world they’re stepping into. They’re shaking things up — from industries to social norms — while trying to find their footing in a world that keeps shifting.”

That’s a sentiment echoed by CivicScience. While noting that young Americans helped define a ‘Brat Summer’ — “marked by rebellious energy and unapologetic self-interest” in 2024 — their mood this year is more about ‘Quiet Coping.’ 18-24-year-olds intend to “focus on self-care/wellness and prioritize productivity or goals more so than other age groups, (pointing) to a balance of indulgence and intention,” according to the consumer research firm.

Key Insights for Home and Housewares

The MarketWatch edition of the 2025 International Housewares Association’s (IHA) State of the Industry Report contains findings from two consumer surveys (commissioned by IHA from Springboard Futures) that assess general attitudes, behaviors and lifestyles — as well as key generational differences — affecting home and housewares.

Key findings related to Gen Z include:

Gen Z is the generation most likely to be concerned about emotional wellness (56% of Gen Z respondents vs an all-generation average of 46%).
Hydration ranks higher on Gen Z’s wellness checklist than others. 40% of Gen Z respondents plan to purchase hydration products in 2025, compared with 33% across all generations.
Time is an even greater pain point for Gen Z when it comes to completing daily household tasks. 47% of the entire survey population said time was their biggest challenge, but Gen Z felt it much more – 60%.
49% of the entire survey population packs food from home to consume at work, but Gen Z over-indexes here by more than 15% percent (65%).

Access other recent posts with Gen Z insights for home and housewares:

Building Brands in Both Timely and Timeless Ways

The Latest In-Store Retail Trend? Cultivating IRL Experiences

Creative Drink Concoctions and the Dirty Soda Trend

Review the entire IHA 2025 State of the Industry Report.