Gen Z has long been characterized as uber-progressive on all fronts, from political leanings and purchasing habits to personal identities and workplace preferences. But with a growing share of Gen Zers already in or rapidly approaching the throes of adulthood, their trademark zeal is giving way to a somewhat more pragmatic worldview – at least according to Morning Consult Audience data, which draws on millions of survey interviews about demographics, psychographics, and consumption behaviors.

“They are not monolithic, and their views don’t fit neatly into traditional boxes. Gen Z is willing to break rank to best align themselves with their values,” per a Gallup and Walton Family Foundation study.