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Generation Z (also known as iGeneration, Centennials, Post-Millennials or Homeland Generation in the U.S.) is the demographic cohort after the Millennials. There are no precise dates for when Generation Z starts or ends; demographers and researchers typically use the mid-1990s to the mid-2000s (1996-2010) as starting birth years, and as of yet there is little consensus regarding ending birth years.

A significant aspect of this generation is the widespread usage of the Internet from a young age; members of Generation Z are typically thought of as being comfortable with technology, and interacting on social media websites for a significant portion of their socializing. Some commentators have suggested that growing up through the Great Recession has given the cohort a feeling of unsettlement and insecurity.

Authors William Strauss and Neil Howe wrote several books on the subject of generations and are widely credited with coining the term Millennials. Howe has said "No one knows who will name the next generation after the Millennials". In 2005, their company sponsored an online contest in which respondents voted overwhelmingly for the name Homeland Generation. That was not long after the September 11th terrorist attacks, and one fallout of the disaster was that Americans may have felt more safe staying at home. Howe has described himself as "not totally wed" to the name and cautioned that "names are being invented by people who have a great press release. Everyone is looking for a hook."

Brand consultant and author, Crispin Reed, posited the term Generation Z in an article for Brand Strategy magazine in February 2007. In the article, titled ‘What Makes ‘Y’ Tick’ he wrote: ‘Will we meet generation Z? This apocalyptic sounding group might signal a new set of young people who take media fragmentation and multitasking to even further lengths’. In 2012, USA Today sponsored an online contest for readers to choose the name of the next generation after the Millennials. The name Generation Z was suggested, although journalist Bruce Horovitz thought that some might find the term "off-putting", but the name Generation Z gained popularity after a 2014 presentation titled Meet Generation Z: Forget Everything You Learned About Millennials, by New York advertising agency Sparks and Honey was launched. Some other names that were proposed included: iGeneration, Gen Tech, Gen Wii, Net Gen, Digital Natives, and Plurals.

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