Research explores generation Z: Today's youth are happier, more responsible, and ambitious

A comprehensive segmentation study conducted by research firm Iro Research provides valuable insights into the values, attitudes, and thoughts of 15 to 26-year-old individuals in Finland.

Iro Research conducted an extensive segmentation study by interviewing 800 Finnish youths belonging to Generation Z, aged 15 to 26. The study reveals that the value system of young people largely reflects traditional Finnish values.