Audiences to watch: Gen Z

Get to know Gen Z's singletons, side hustlers, and social sharers

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 diving into 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?

Key insights:

• Eco-minded attitudes are complicated
  They still care about the environment, but not in the way you might expect. Gen Z wants brands to do the heavy lifting and to be rewarded for their eco-positive behaviors.
  
• They’re obsessed with connection, not just consumption
  Keeping the group chat alive is an art form for Gen Z, with podcasts and video-based apps catering to this generation’s love for connection.
• They’re carving out new paths in the workplace
  Forget climbing the corporate ladder - Gen Z are all about side hustles. Supporting them on their passion projects could be the key to...