In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z—the cohort of Americans aged 10-24 born between 1995 and 2009—have tended to elude marketers. After all, how do we quantify or qualify a group of youth whose own self- definitions are constantly evolving? For the first time ever, we’re doing just that. Introducing the Gen Z Census—our deep-dive into everything Gen Z.