Generation K (demographics)

Generation K (also known as "Gen K" or Post-Millennials) is the term given to the age group born between 1994 and 2005. The label was coined by author, economist and strategist Professor Noreena Hertz who is one of the world’s most foremost researchers on this demographic. She first mooted her initial findings on Generation K at the World Economic Forum in Davos in 2015.

Hertz defines this generation as having been profoundly shaped by three global forces: the rapid development of technology – this is the first smartphone generation, the worst recession the West faced in decades, and the increased existential threat from evolving terrorist groups.

Distinct traits of Generation K include anxiety, loneliness, a desire for connection, a desire to co-create, a commitment to societal equality, anti-traditional institutions, commitment to the environment and fear about their own financial futures.

Professor Hertz’s research into Generation K has been discussed in publications including The Guardian, The Financial Times, El Pais, The Washington Post, The Daily Telegraph, Campaign, The Huffington Post, and Newsweek.