Toronto ranked No. 4 in the world for Generation Z
Toronto ranks in the top five – at number four, in fact – in the world for cities attractive to Generation Z, according to international rental search platform Nestpick.
Generation Z – those born between 1997 and 2012 – is the most digitally connected age group who will be embracing the age of artificial intelligence, the company says. With the first wave of graduates about to enter the job market this year, Gen Zers are becoming more vocal about their expectations for the future, and refuse to settle for homes that fail to meet their needs.
To understand this evolving demographic, Nestpick piloted a study determining which cities are making themselves attractive destinations to appeal to the creators, advocates and pioneers of tomorrow.
According to the Pew Research Center, a non-partisan American thinktank based in Washington, DC, Gen Z share common key social, political and technological circumstances. Born into a post-9/11 world, the climate crisis and a recession, Gen Z-ers are known to be digital natives who value security, diversity and autonomy.
Prominent, international cities were selected based on their reputation as destinations to pursue work and education, as well as those who have shown initiative to act on the demands of previous generations such as Millennials and Generation X. The degree of digitalization was first measured through factors such as e-governance, connectivity and e-banking.
Nestpick says it wanted to find out to what extent a city supports Gen Z principles and scored their social equality, internationalism and climate commitment. Next, a leisure score was determined by measuring the prevalence of e-gaming events and concerts. Finally, a business score was evaluated based on the entrepreneurial spirit fostered by a city through factors such as the strength of the AI industry, social entrepreneurship and affordability.
The final result is an index composed of 22 factors ranking cities worldwide based on their recognition of, and initiatives to prepare for this new, up-and-coming generation.