Further, while the members of Generation Z are used to constant online communication, they are not yet used to online professional communication. It may be harder for them to comprehend and convey certain tones or expectations. This is not to say that Generation Z prefers in-person communication all the time.
Leading the in-office pack is Gen Z. “Generationally, a larger majority of Gen Z adults do most of their work in person compared with their older counterparts, and this young cohort also shows the strongest overall preference for working in an office,” the study reads.
The Implication: Gen Z can prioritize friendship and invest time in inviting people for coffee, meeting up and hanging out with colleagues and people outside of work as well. Others can support Gen Z by reaching out and creating relationships with them, offering a listening ear, advice and companionship.
Body positivity and natural beauty are genuine values of Gen Z, but that doesn't stop thin, fit, traditionally beautiful bodies from being the most celebrated. As 17-year-old Maya Al-Jamie told HuffPost, Gen Z is told to idolize women with bodies that fit the beauty standard for being body positive.
“Our customer preference data shows that right now Gen Z would prefer to buy items in-store if they're available both online and in-store,” said Keyes. “[On the other hand], millennials are very committed to e-commerce—they had a unique experience of e-commerce growing up, with it being cool, new, and exciting.”
Daily digital: 32% of Gen Z consumers shop online at least once daily. That's compared to 25% of millennials, 15% of Gen X and 7% of baby boomers. Starting at TikTok: 43% of Gen Z consumers start product searches on TikTok. That's a higher share than those that start searches on Google.
Gen Z consumer characteristics
Gen Z'ers consumer characteristics tend to reflect their pragmatic approach to money and education. Other key influences are their affinity for technology, their belief in social causes, and a strong individualistic streak.
Gen Z and millennials are also more likely to seek luxury items than previous generations. “Higher spending is kind of ingrained in the way that they think. They view higher cost items and luxury items as investment pieces,” says Phillips.
A CM Group consumer research effort that polled 1,000 consumers found Gen Z consumers are better educated, more practical, more ambitious and more skeptical than Millennials.
It starts with what values are important to Gen Z'ers and moves into what brands and products they rate. “Teens feel that being cool is about just being yourself, embracing what you love, rejecting what you don't, and being kind to others.”
And it looks like Gen Z is indeed shaping up to be a homebody generation as well: Looking at their favorite activities by age, 13-18-year-olds are the most likely to say they “go out with friends” for fun in an average night, but playing video or mobile tops their list, followed by watching TV or movies.
More than other generations, Gen Z wants to have their voices heard. They want agency to create a future that they find meaningful. Enlist their energy and problem-solving skills. Build a culture of reverse-mentoring.
Top reasons they feel GenZ is difficult to work with is they lack of technological skills, effort, and motivation. 65% say they more commonly need to fire GenZers than employees of other generations. 12% have fired a GenZer less than one week after their start date.
They see themselves as extremely hardworking and enjoy a well balanced work and personal life. Gen Z employees value mental health and work precariously to ensure peace of mind. and retain Gen Z talent, companies must be receptive towards their needs and be more forward thinking in their approach.
The main reasons Gen Zers and millennials are considering switching jobs haven't changed, with higher compensation, improved work-life balance, opportunities for career growth and flexible work arrangements all ranking as top priorities, per LinkedIn's research.
The Greatest Generation commonly refers to those Americans who were born in the 1900s through the 1920s. The Greatest Generation members all lived through the Great Depression and many of them fought in World War II. These individuals have often been described as driven, patriotic, and team-players.
Generation Z comprises people born between 1996 and 2010. This generation's identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. Gen Z is currently the second-youngest generation, with millennials before and Generation Alpha after.
Known for being creative, inclusive and tech-savvy, this generation likes a hands-on approach to learning and places a high importance on education. According to the Pew Research Center, Gen Z is the least likely to drop out of high school and the most likely to go to college, compared with older generations.
Like Millennial Pink, Gen Z colors favor the eye-popping Cyber Lime (forecasted to be big in 2024) and Digital Lavender, also aligned with inclusivity. “[Cyber Lime] can speak to all, which Gen Z is very sensitive to,” said Guilbert.
According to Bank of America, Gen Z is 45% more likely “to cite the desire to comfortably afford material items ... as a motivator to achieving financial success.” For reference, that's in comparison to 34% of millennials and 30% of Gen X.
Of all chain restaurants and fast food places, McDonald's once again takes the top spot for Gen Z and Millennials.
Why is Gen Z so obsessed with social media? Gen Z is so obsessed with social media because it allows them to connect and build friendships with people all over the world. It's a powerful tool for building community and sharing information. And it's a great way to stay connected with friends and family.