Audiences to watch: Gen Z

Audiences to watch is our shiny new report, showcasing standout groups within generations that you thought you had figured out. With data from over 230,000 annual Gen Z interviews, we’re documenting their evolving story to help you spot opportunities you don’t want to miss.

There's certainly no shortage of Gen Z content out there. In fact, you're spoilt for choice. We’re bombarded with news telling us that they’re anxious about getting “brain rot”, jumping into “situationships”, and backing “body neutrality”. But how much of it is true? 

We're hoping to cut through the noise, separate fact from fiction, and go deeper - exploring various subsets of this incredibly diverse generation, like digital bankers, solo travelers, and job hunters. 

That way, we can give Gen Z the justice they deserve; and in turn, give brands and agencies like yours character sketches that act as springboards for further research and better marketing.

Tired of the same old stereotypes? Gen Z are here to flip the script. Forget the clichés of liberal idealists or eco warriors. This generation’s rewriting the rules on sustainability, politics, and their personal lives. Let's dive in.

Eco warriors or eco opportunists?

It might be because trends like “underconsumption” are blowing up on TikTok, or because of well-known activists like Greta Thunberg; but for whatever reason, many people assume that Gen Z are more eco-conscious than the rest. 

But it’s a little more complicated than that. Right now, Gen Z aren’t more likely to say they’d pay extra for an eco-friendly product than your average consumer, with their willingness to do so having dipped over time. They’re less likely to say they try to recycle than older generations too. 

It’s not that they don’t care though; they just want brands to do the heavy lifting.

Committed to being single

We love catchy acronyms, and DINKs (dual income, no kids) is a good one. Record numbers of people are reaching 30 without kids, and of all the reasons why, personal choice is raising a lot of eyebrows. 

This trend is part of a broader move toward embracing independence, from women owning their “single-girl era”, to the more radical 4B movement happening in South Korea. It’s all about rejecting traditions and creating the breathing room needed for women to do what’s best for them. 

The most AI-ready, yet anxious, generation

A lack of company progress is also enough to push Gen Z to look for a new job. Retaining workers is a big challenge, and young people are sending a clear message to businesses. Adapt, or get left behind. 

Innovation should be carefully handled though. Gen Z are more likely to use tools like ChatGPT than average, but they’re also less optimistic about AI’s impact on their job. They’ve been told that “AI won't take their job, somebody using AI will” and want to avoid that happening at all costs. Junior roles are seen to be the most at risk, and as businesses start baking AI into processes, anxieties could go up. So, discussion around how it gets adopted shouldn’t just be left to tech decision-makers. 

Gen Z most want AI to aid problem-solving and improve productivity by taking over boring tasks, so they have more time for professional development. They’ll also appreciate companies that use AI to retrain them and support their growth. On the flip side, they’re less keen on AI being used for critical thinking or other areas they think should be left to humans. 

Building on the work from home debate

You’ve heard the cliché: social media is a time-draining rabbit hole, dominated by viral stars while the rest of us scroll aimlessly. We’re often told that social media gets in the way of real, meaningful connections. But Gen Z aren’t buying it (and to be honest, neither are we). 

They're sharing more videos than ever and turning social apps into messaging hubs - sending memes, reacting to trends, and keeping the group chat alive.

Gen Z’s scrolling feels more personal, dynamic, and layered than ever before. Video content doesn’t stifle conversation - it sparks it. And platforms are catching on. Instagram’s rolling out new features like Notes on Reels and Broadcast Channels, enhancing users' ability to engage in more interactive ways. Meanwhile, TikTok’s updated group chat feature, with space for up to 32 people, is making sure no video goes undiscussed. The conversation (and comments section) is just as important when it comes to building community.

It’s clear that this generation is all about connection, not just consumption. Many brands are actively trying to create the kind of content that’s likely to be posted in group chats by prioritizing inside jokes, common experiences among their target audience, and features encouraging participation like Instagram Stories with an “Add Yours” sticker.

Podcasts are popping off

It’s easy to see why. Podcasts offer a personal, laid-back vibe that hits all the right notes for Gen Z, often leaving room for audience involvement too. Take The Girl’s Bathroom - it’s gone from a popular podcast to a series of sell-out in-person events, showing just how much this generation craves real-world discussion alongside digital content. 

It won’t stop at Gen Z either; their younger siblings, Gen Alpha, are also getting into the mix. 

And with video podcasts combining the best of visual content and raw conversation, this format is set to take up even more of young people’s time. We hope that brands are as tuned into this trend as their Gen Z audiences.

Gen Z are rewriting the wellness rulebook, swapping strict diets and rigid routines for something more realistic. 

In 2020, it was all about organic, natural foods - think green juices and eco-friendly vegan products, often showcased in perfectly curated Instagram posts by influencers. Today, high protein meals that fuel active lifestyles and fitness goals are the top priority.

In Europe, Gen Z’s motivations around food have evolved significantly. Between Q3 2022 and Q3 2024, improving fitness overtook weight loss as a reason for controlling food intake. Meanwhile, the number of US Gen Z identifying as meat eaters with no plans to change has risen by 18% since 2020.

This speaks volumes about Gen Z’s mindset. They’re moving away from restrictive, one-size-fits-all diet trends and embracing a more practical, balanced approach. 

And it’s not just in how they eat, but also how they live. Their New Year’s resolutions say it all: spending less time on social media, volunteering more, and cutting back on TV are among the resolutions that have seen the biggest jumps since this time last year. Chasing perfection is too draining, so they’re making more time for themselves and investing in feeling good. 

Boosts without the baggage

They’re even trying to find a middle ground with their guilty pleasures. Non-alcoholic beer is on the rise and energy drinks are surging in popularity - but with a twist. Energy drink brands like TENZING are increasingly marketed as health drinks, with Gen Z being 18% more likely to buy similar brands like CELSIUS and PRIME than your average US energy drinker. These products appeal to Gen Z’s desire for an innocent boost. 

And for better or worse, vaping’s taken off. It has a big lead on smoking among 18-27 year olds in markets like Australia (where 33% vape and 20% smoke), with vapers in this age group being more likely to buy vitamins, supplements, and CBD-infused products than smokers. All this highlights demand for hybrid products that blur the line between indulgence and wellness, and do more than your traditional stimulants.

Overthinking or hyper-aware?

So why have Gen Z turned their back on restrictions? Rising health awareness plays a role. Despite experiencing fewer physical issues like muscle or joint pain, they’re actually more likely to say they feel unwell and worry about their health often, which is an attitude worth diagnosing.

Gen Z and money? It’s kind of complicated. Compared to older generations, they’re less likely to say managing finances is a top reason for using the internet, less inclined to use reward programs, and less likely to chase after the best deals. Add in temptations like buy-now-pay-later schemes and the ease of impulse buying on social media, all against a backdrop of rising student debts and unaffordable housing, and it’s easy to see why they might get a bad rap. But dig a little deeper, and you’ll uncover a much richer story - pun intended.

Challenger banks are cracking the code 

These are all promising signs, but Gen Z still needs support and guidance. It’s no surprise that they lean heavily on challenger banks and are using them more over time.

With language and solutions that feel fresh and relevant, challenger banks are filling a gap that traditional institutions often miss. They’ve cracked the code on connecting with Gen Z by offering tools that are intuitive and accessible. From gamified budgeting tools that turn saving into a win, to instant spending alerts that empower users, these innovations help Gen Z feel in control.

For traditional banks, there’s a huge opportunity to collaborate with fintechs, especially since Gen Z place a premium on innovation. 

This highlights just how much room there is for banks to step up and deliver smarter, more relatable financial solutions.

Closing thoughts

As Gen Z continues to evolve, so do the opportunities to connect with them. This report is just the beginning, a glimpse into the trends shaping their world. But there's a deeper story waiting to be uncovered. Whether you're aiming to support solo travelers, cater to flexible drinking habits, or attract new talent in the job market, GWI’s platform helps you uncover deeper insights to create strategies that truly drive business impact.