The new age of Gen Z

It’s easy to assume those closest to your age have similar life experiences. Sure, you may have started school at a similar time, but while life milestones represent moments of relatability, they neglect the unique experiences that shaped who we were at that time. 

Studying demographic data alone creates broad assumptions about consumers’ attitudes, self-perceptions, and motivations. By harnessing a 360-degree view of the consumer, the balance moves from how they may be defined on paper, to the reality of individual perspectives that only syndicated research would allow us to see.

A generation isn’t defined by traditional data collection methods, so it’s time to introduce the real Gen Z.

A little disclaimer before we begin

This report doesn’t come without its sins. While we encourage marketers to think beyond demographics, the very nature of analyzing high-level Gen Z trends means we have to make some generalizations about this group – exactly what we’re suggesting you don’t do. 

Nobody likes a hypocrite, so know this – we recognize the diversity of individuals, and our goal here is to highlight tendencies that provide helpful context for readers – not make definitive claims about all Gen Z consumers. Readers should avoid assumptions that all individuals align to these general trends, and use our insights for broader strategic guidance.

Every generation comes with its share of stereotypes, like baby boomers being workaholics or millennials being lazy. Myths like this tend to mask the true nature of an audience, so it’s crucial to challenge these preconceptions if brands want to engage with their consumers authentically.

Based on wider research, social media posts, and general internet chatter, we’ve compiled a shortlist of the things people often associate with Gen Z, and crunched the numbers to get to the bottom of what’s fact, and what’s fiction.

Starting with a global approach gives us a sense of what stereotypes hold up at first glance; like playing video games. Outside of China and India, Gen Z are more likely to do this, but only by 9%. So while this preconception holds up, it’s not necessarily something Gen Z are distinctly more likely to do than the rest of the world. 

Then there are the things that simply don’t track, like Gen Z’s association with the word “woke”. That’s a term which is hard to define, but it’s often said this generation is more altruistic than their elders, so we looked at several data points here: do Gen Z take an interest in other countries? Do they believe in equal rights, or think immigration is good for their country? It might surprise some to hear Gen Z are actually less likely to agree with these statements. 

But we need to look closer, and compare Gen Z consumers with the general population in their home country, to see if these perceptions hold up in different markets. Returning again to altruism; that’s something a lot more prevalent among Gen Z in Greece, Croatia, and Portugal, but much less likely to be the case among those in Japan, Saudi Arabia, or Egypt, for example.

There are a bunch of different ways we could slice this, but the important thing to remember is, while there might be some truth to what you hear about Gen Z, it’s rarely black and white. Our data helps brands make sense of that.

All grown up

With the oldest Gen Z now approaching their mid-20s, they’re getting used to working life, home ownership, marriage, and parenthood. This opens up new opportunities for brands whose products and services are being discovered by this generation for the first time – automotive, insurance, and finance are just a few examples here.

That said, life is already very different for Gen Z at either end of the spectrum; a Gen Z leaving high school has very little in common with a Gen Z working full-time. In the next 6 months, 16-21 year-olds are more likely to start dating, and while some are considering getting engaged, they’re unlikely to be getting married anytime soon. 22-26 year-olds, however, are considering leaving their current job, or even thinking about parenthood. Brands would do well to remember this, since future Gen Z consumers will behave differently down the line.

Too long; didn’t watch

Let’s set the record straight here. While Gen Z are technically less likely to watch shorter online videos (those under 10 minutes long) than the average population, there’s plenty of evidence to support the fact rapid-fire content appeals to this generation. 

Working 9-5, what a strain to make a living

When you think of Gen Z, you probably picture a student holed up in university accommodation, but that may be misguided. Looking at all Gen Z respondents, the number working part-time or full-time overtook the number studying at the start of 2022, with full-time working soon to be the standard among this group.

The Copilot coworker

With AI taking the world by storm in 2023, it’s no secret people have their concerns when it comes to using it. Our most recent Connecting the dots report clearly outlined the potential of this technology, but also the fears surrounding it. 

For Gen Z, it’s much easier to communicate the positives; they’re more likely to be interested in AI overall, supportive when using it for creative projects, and agree that the technology should be allowed to operate without legal concerns. And soon enough, employers will be tasked with meeting this generation's expectations of AI in the workplace. 

The youngest Gen Z were born after Facebook and (then) Twitter were already signing up their first users. They’re digital natives who’ve grown up on the internet, and understanding what makes this generation unique can help brands stay ahead of the curve. One way is to look at how people present themselves online, gaining an insight into their motivations and ultimately, the opportunities they present. 

Globally, 36% of social media users say they appear online as a different persona, rising to 39% among Gen Z. While you might think these younger users are hiding behind a fake profile and trolling people on the web, you’d be wide of the mark. Gen Z want to be taken seriously, and the value of a digital profile is on the up.

If we look at which social media platforms have the most users adopting different personas, you could probably give it a good guess: Reddit, X (formerly Twitter), and Instagram. But perhaps surprisingly, the biggest growth since the end of 2022 sits with LinkedIn users, which comes down to Gen Z’s growing professional ambitions. 

To understand social, understand the “why”

Social media can be used to reach all age groups, not just Gen Z. But reach only tells us so much. Looking at usage motivations is better, as they give you a much clearer picture of how social media engagement is shifting among Gen Z (and millennials, for that matter).

Market to me, not my demographic

If you ask Gen Z what shapes their identity, demographic factors won’t be a priority. We know, because we asked them back in April 2023. Of 25 factors surveyed, age, gender, language, and geographic location were all low on Gen Z’s list, with hobbies & interests, values & beliefs, and media & entertainment preferences firmly at the top.

Charting Gen Z’s search behavior

If you ask consumers where they look for information, search engines have long been the most popular choice. They’re especially popular in the US, Japan, and Singapore, with over 3 in 4 saying it’s their go-to.

Today’s Gen Z are far from selective; if they want information, they’re not rushing to a search engine to find it. Social media platforms, AI chatbots/platforms, voice search, and image search take up a lot of their attention, so while search and social are crucial, brands need to focus their attention on a range of platforms. 

Clearly, the value proposition of AI search resonates most with younger adults – it achieved more in 12 months than voice and image search did in nearly a whole decade. But as we’ve shown, just because AI is the hot new technology everyone talks about, doesn’t mean its new users will abandon all their old habits. AI will complement the other search mediums, enhancing their capabilities with better personalization.