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 mid or late 1990s  or from the mid-2000s  to the present day. This is the generation which is currently being born.
Writing about the name of the generation after the Millennials in USA Today, Bruce Horovitz wrote "some might call 'Gen Z' — a term still in-the-running for the next generation — rather off-putting".
Neil Howe wrote several popular books on the subject of generations and coined the term Millennials with his writing partner William Strauss. Howe has said "No one knows who will name the next generation". His company sponsored a web-based 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 is composed of people born from 2005 to the present.
Other terms include Generation@ and Net Generation and iGeneration.
The Pluralist Generation, or Plurals, is a name coined by marketing firm, Frank N. Magid Associates as an alternative name for Generation Z in 2012.  The names “Pluralist Generation” and “Plurals” reflect the lack of majority in American society and increasing fragmentation in families, media, communication, religion, politics, and demographics.
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 Frank Magid Associates, the name "Plurals" reflects that they're the most diverse of any generation in America; Magid estimates that 55% are Caucasian, 24% are Hispanic, 14% are African-American, 4% are Asian, and 4% are mixed race/other. A Magid whitepaper stated that Plurals exhibit positive feelings about the increasing ethnic diversity in the U.S. and they're 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 generation to believe in the American Dream" because they're growing up in a period of economic decline.They're expected to be the first generation to earn less than their parents. The study said, as a result of an increasingly pluralistic society, they're experiencing blurred gender roles in their homes, with a high likelihood that both parents will be employed.
- Post-90s generation, a generation in China which has features of both the Western Generation Y 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.
- Howe, Neil; Strauss, William (2008). Millennials & K-12 Schools. LifeCourse Associates. pp. 109–111. ISBN 0971260656.
- Junco, Reynol; Mastrodicasa, Jeanna (2007). Connecting to the Net.Generation: What higher education professionals need to know about today’s students. NASPA. ISBN 9780931654480.
- 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
- Shapiro, Evan. "TV: An Intervention." Huffington Post, June 5, 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.