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Generation Z makes millennials look like saints — but they're the most likely to reach out to businesses.

Just when you were getting used to hating on millennials, another generation is on the cusp of adulthood. You can start blaming them for everything now, according to new research.

Gen Z

Generation Z is a pleasant bunch, according to a study from Marchex. The mobile advertising research company evaluated more than 2.3 million consumer phone calls to businesses. It found that 18- 24-year-olds are more likely than any other age group to curse out customer service employees; and hang up if they’re not answered in 45 seconds.

The study found that 60 percent of Generation Z will hang up on a customer service representative. 30 percent were more likely to curse over the phone than any other age group of consumers.

Experts aren’t taking this data as proof of how irritable Gen Z is. Instead they’re taking note on how to market the new generation.

“Businesses tend to arrive late to the party when it comes to understanding young adult customers,” Marchex Institute Analytics Manager Sabrina Gravlee said. “Gen Z is fast-emerging behind millennials with new needs and preferences, and this data shatters the stereotype that Gen Z-ers tend to avoid talking to businesses.”

Specifically, the research found Gen Z is less gun-shy than millennials — or any other generation. They are “2.6 times more likely to actually call a wireless company, 2.5 times more likely to call a cable company, and 1.6 times more likely to call a hotel than the average consumer.”

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Joe Pye

Joe Pye

Associate editor

Pye is the associate editor of


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