Gen Z is the label coined to describe the generation born since 1995, roughly the year the Internet came to the masses. They’re the first true “digital natives” and the first generation in a long time to face the real prospect of a poorer and less secure life than their predecessors. Marketing research indicates this has made them more pragmatic and self-reliant and thus, according to Gen Zer Haley Love, the first generation in many decades to be favourably disposed toward conservative political ideas.