12 characteristics of Gen Z in 2025

Gen Z’s continuing to shake things up across the cultural, social, and economic landscapes. They’ve grown up in a period marked by rapid technological advancements, significant societal changes, and ever-increasing global connectivity. Whether it's changing the rules of the workplace or influencing how we shop and consume, Gen Z is definitely a generation to watch. Let’s dig into 12 key traits that define them in 2025, backed by the latest data and insights.

Who are Generation Z?

Gen Z are the generation after millennials, and before Gen Alpha. Born between the late 90s and the early 2010s, Generation Z spent their formative years in a digital-first world where smartphones, social media, and instant communication are just a part of everyday life. In 2025, some are hitting their early teens but there’s a whole host of Gen Z heading into their late twenties, making them a powerful force in the workforce, the marketplace, and social movements too. 

The defining traits of Gen Z

1. They’re hitting life milestones
2. They’re pragmatic about work
3. They’re prone to anxiety
4. They’re big on saving and investing
5. They’re keen to travel
6. Nutrition is in, but fad diets are out
7. Their environmental attitudes aren’t as strong as you think
8. They define diversity, equity, and inclusion differently
9. Communicating is still at the heart of social media
10. They like the intimacy that podcasts provide
11. Gaming isn’t just a pastime
12. They’ve got big hopes for AI

1. Gen Z are reaching life milestones

As Gen Z steps into adulthood, their lives are changing fast. Since last year, there’s been a 45% increase in Gen Z  who say they’re married, and a 23% rise in those with kids. Plus, 19% of Gen Z are now decision-makers at work, up from 15% last year. These changes highlight their growing influence in both their personal and professional lives, challenging the old-school view of them as forever young.

2. They’re pragmatic about work

Headlines on “Quiet quitting” have painted Gen Z with a wide brush, and led to a belief in many that they’re lazy and don’t want to work. But that’s not what the data is showing us. Gen Z value work-life balance and seek jobs that align with their personal values and goals. 39% of Gen Z professionals say they might look for a new job in the next six months — compared to 28% of older generations — but it’s not about a lack of commitment. It’s about wanting opportunities that offer growth and satisfaction. Freelancing and side gigs are popular among Gen Z as they crave flexibility and independence. Employers who invest in their development and support their side projects are more likely to earn their loyalty.

3. They’re prone to anxiety

Mental health is still a big issue for Gen Z. They’re the most likely generation to say they’re prone to anxiety (28% say this) and to report that social media stresses them out (18% say this).

Since 2020, there’s been a 25% rise in Gen Z reporting a mental health condition.

These issues highlight the need for supportive workplaces and brands that prioritize mental well-being. Notably, Gen Z professionals who get mental health support at work are 19% more likely to be happy with their jobs, showing that targeted efforts really can make a difference.

4. Generation Z are into saving and investing

Forget the stereotype of financial recklessness — Gen Zs are pretty smart with money. 59% of Gen Z making a New Year’s resolution for 2025 plan to save more money, outpacing other generations. They’re also ahead of other generations when it comes to investing, with a 46% increase in US &UK 18-27-year-olds holding stocks and shares since 2017. Over the same period, there’s been a 29% drop in those without savings or investments. These trends show a generation that’s thinking ahead about their financial futures, balancing caution with ambition.

5. They love to travel

For Gen Z, travel isn’t just a luxury — it’s an absolute must. In late 2024, 34% of Gen Z resolution-makers said they plan to travel more in the New Year, with international vacation bookings bouncing back strongly from mid and post-pandemic lows. Between Q3 2020 and Q3 2024, international travel plans rose by 17%. This generation values experiences, preferring destinations with beautiful photo ops, outdoor adventures, and unique cultural activities. So travel companies, listen up.

6. Nutrition is in, but fad diets are out

Y2K fashion might have made a comeback - although we’re still keen to keep low rise jeans where they belong, in the 2000’s - but noughties diet culture sure isn’t making a return with Gen Z. Their approach to food is shifting toward health and practicality.

In Europe, improving fitness overtook weight loss as the main motivator for dietary choices between Q3 2022 and Q3 2024.

Meanwhile, in the US, the number of Gen Z who identify as meat-eaters with no plans to change has risen by 18% since 2020. High protein is now the top quality US Gen Z want from their food, having overtaken natural and organic products since 2020. This shows a balanced and realistic approach to nutrition, focusing on sustainable health benefits over short-lived trends.

7. Their environmental attitudes aren’t as strong as you think

While they’re often labeled as eco-conscious, Gen Z’s environmental attitudes are more nuanced. While every generation from Gen Z to boomers is equally likely to say helping the environment is important, Gen Z is less likely to recycle. Instead, they put the responsibility on brands and administrators, with US Gen Z being the least likely to say consumers should act sustainably and the most likely to expect local governments to take the lead. This reflects a belief in systemic solutions over individual actions.

8. Gen Z define diversity, equity, and inclusion differently

Diversity, equity, and inclusion (DEI) are crucial for Gen Z, but their interpretation varies.

In the US, 30% of Gen Z say DEI is important, which is 7% above average.

They link DEI with workplace initiatives and emphasize representation for mental health, language diversity, and disability as important. More Gen Z also believe non-binary and gender-fluid consumers need better representation than other generations. Brands that align with these nuanced expectations can build stronger connections with this socially conscious generation.

9. Communicating is still at the heart of social media

Social media remains central to Gen Z’s lives, not just for consuming content but for staying connected.

The number of Gen Z TikTokers saying they use the platform for messaging friends and family rose by 82% between 2020-2024.

Similarly, Instagram experienced a 28% rise in users logging on for messaging in that timeframe, with more of its scrollers using Reels too. Platforms like TikTok are catching on to these trends by boosting their messaging capabilities, and adding features such as group chats and interactive stickers. Brands can tap into this by creating content that is shareable and resonates with Gen Z’s humor and collective experiences.

10. They like the intimacy that podcasts provide

Podcasts have carved out a special niche for Gen Z, offering a space for them to deeply engage with content. Around one in four Gen Zs prefer podcasts over other audio formats, often leaning towards shows created by friends or celebrities. This trend mirrors their longing for community-centric experiences. The emergence of video podcasts adds an extra layer of interaction, appealing to a generation that highly values visual content. As podcasts continue to rise in popularity, they are set to occupy an even larger portion of Gen Z’s leisure time.

11. Gaming isn’t just a pastime

For Gen Z, gaming levels up from mere entertainment to become a social and educational activity. They are 33% more likely than the average gamer to play for social interaction, and 27% more likely to play for skill development. Innovative collaborations, such as Minecraft’s partnership with UN-Habitat, demonstrate how gaming can make a tangible impact in the real world. Brands that develop interactive gaming experiences can greatly benefit from engaging with this dynamic and enthusiastic audience.

12. They’ve got big hopes for AI

Gen Z are leading the charge in adopting AI tools, with 37% having used ChatGPT in the past month alone. Visual AI features, such as Genmoji and Image Playground, strike a chord with them, underscoring their preference for personalized digital interactions. They see AI as a means for problem-solving, conducting research, and unleashing creativity, thus freeing up time for critical thinking. However, they demand transparency from companies incorporating AI, stressing the importance of clear communication about its advantages.

The bottom line

Gen Z in 2025 is a generation full of contrasts: they are ambitious yet anxious, pragmatic yet idealistic. They are reshaping industries and challenging societal norms, all while navigating a rapidly evolving world. Understanding their distinct characteristics is vital for businesses, brands, and employers aiming to connect with this influential group.