Generation Z is one name used for the cohort of people born after the Millennial Generation. There is no agreement on the exact dates of the generation with some sources starting it at the late 1990s  or from the mid 2000s  to the present day. This is the generation which is currently being born.
USA Today sponsored an online contest for readers to choose the name of the next generation after the Millennials. In the article, Bruce Horovitz wrote that some might call the term "Generation Z" rather "off-putting" and a name that is "still in-the-running" for the next generation. The article proposed some alternate names including: iGeneration, Gen Tech, Gen Wii, Net Gen, Digital Natives, Gen Next, Post Gen.
"Scholars Generation" was proposed by a writer at A Time to Succeed coalition who "works to ensure that all children in the nation’s high-poverty communities have better learning time in school".
Authors William Strauss and Neil Howe wrote several popular books on the subject of generations. They are widely credited with coining the term Millennials. Howe has said "No one knows who will name the next generation after the Millennials". His company sponsored a website contest in 2005, and people voted overwhelmingly for the Homeland Generation. That was not long after the September 11th terrorist attacks, and one fallout of the disaster was that Americans may have felt more safe staying home. Strauss and Howe wrote that the Homeland Generation are people born from the year 2005 to the present day.
Plurals is a name coined by marketing firm Frank N. Magid Associates.
Traits and trends
Many members of Generation Z are highly "connected," having had lifelong use of communication and media technology like the World Wide Web, instant messaging, text messaging, MP3 players, and mobile phones, earning them the nickname "digital natives".
According to marketing firm Frank Magid Associates, (who uses 1997 to the present as birth dates) the name "Plurals" reflects that they are the most diverse of any generation in the U.S.; Magid estimates that 55% are Caucasian, 24% are Hispanic, 14% are African-American, 4% are Asian, and 4% are mixed race or other. A Magid whitepaper stated that Plurals exhibit positive feelings about the increasing ethnic diversity in the U.S., and they are more likely than older generations to have social circles that include people from different ethnic groups, races and religions. According to Magid, Plurals are "the least likely to believe that there is such a thing as the American Dream," while Boomers and their Millennial children are "more likely to believe it".
- Post-90s generation, a generation in China which has features of both the Western Millennial Generation and Generation Z
- Horovitz, Bruce (5/4/2012). "After Gen X, Millennials, what should next generation be?". USA Today. Retrieved November 24, 2012.
- Jeanine Poggi (Feb. 26, 2013). "Nickelodeon Targets 'Post-Millennials' in Upfront". Advertising Age. Retrieved 21 April 2013.
- Junco, Reynol; Mastrodicasa, Jeanna (2007). Connecting to the Net.Generation: What higher education professionals need to know about today’s students. NASPA. ISBN 9780931654480.
- Howe, Neil; Strauss, William (2008). Millennials & K-12 Schools. LifeCourse Associates. pp. 109–111. ISBN 0971260656.
- Riedling, Ann Marlow (2007). An educator's guide to information literacy: what every high school senior needs to know. Libraries Unlimited. ISBN 1591584469.
- Schmidt, Lucinda; Hawkins, Peter (July 15, 2008). "Children of the tech revolution". Sydney Morning Herald.,
- Frank N. Magid Associates. "The First Generation of the Twenty First Century." April 30, 2012
- Hais, Michael and Morley Winograd. "A New Generation Debuts: Plurals." Huffington Post, May 7, 2012
- DeBord, Mathew. "A new generation gets a name: Plurals." DeBord Report. April 30, 2012
- Horovitz, Bruce. "Generation Whatchamacallit." USA Today reposted by GenYBother.com, May 4, 2012
- Palfrey, John; Gasser, Urs (2008). Born Digital: Understanding the First Generation of Digital Natives. Basic Books.
- McCrindle, Mark; Wolfinger, Emily (2009). The ABC of XYZ: Understanding the Global Generations. UNSW Press.