Generation Z has made Jean Twenge a lot of money. As a psychologist at San Diego State University in California, she studies people born after the mid-1990s, the YouTube-obsessed group that spends much of its time on Instagram, Snapchat and other social-media platforms. Thanks to smartphones and sharing apps, Generation Z has grown up to be more narcissistic, anxious and depressed than older cohorts, she argues. Twenge calls them the ‘iGen’ generation, a name she says she coined. And in 2010, she started a business, iGen Consulting, “to advise companies and organizations on generational differences based on her expertise and research on the topic”.
Twenge has “spoken at several large corporations including PepsiCo, McGraw-Hill, nGenera, Nielsen Media, and Bain Consulting”, one of her websites notes. She delivers anything from 20-minute briefings to half-day workshops, and is also available to speak to parents’ groups, non-profit organizations and educational establishments. In e-mail exchanges, she declined to say how much she earns from her advisory work, but fees for star psychologists can easily reach tens of thousands of dollars for a single speech, and possibly much more, several experts told Nature.