Immediately following the 2024 election, The Up and Up introduced the theory of The Two Gen Zs. 

The original graphic, viewed more than 5.5 million times on X, has since shaped research, polling, and marketing strategies focused on Gen Z.

What you need to know: Gen Z has been bifurcated into two sub-groups: 

• Gen Z 1.0, Those who graduated high school and entered adulthood before Covid.

• Gen Z 2.0, Those who came of age during Covid.

For anyone trying to engage the youngest voters, audiences, or consumers, the takeaway is clear: you can’t treat Gen Z as a single bloc. To connect effectively, you need to understand which Gen Z you’re speaking to, and tailor your approach accordingly.