Only 37% of Gen Z fell into the loyalist category, defined as those who bought a product from the same brand they were considering at the start of the shopping journey. This is quite different from the 56% of boomers who did so. We found a steady decline in loyalty with each generation.
In fact, Gen Z is made up of savvy, demanding and ethical consumers who want great experiences. Deliver for them and you have a customer for life—42% say they'll stay positive about a brand forever if that brand delivered a positive buying experience, according to Student Beans research.
Generation X
Gen X is often branded as being cynical, yet they have the highest rate of loyalty of any of the generations discussed here. They're less interested in trying new brands than other generations and instead prefer to stick with those they already know and trust.
Gen Zers aren't prioritizing romantic relationships — or if they're open to one, they want it to happen organically. A majority (52%) expect to meet their significant other in person instead of via mutual acquaintances (30%) or an app (6%), according to the Goldman Sachs intern survey.
They are pragmatic and value direct communication, authenticity and relevance. They also value self-care. They may be more likely than older people were when they were the age of the Gen Zers to question rules and authority because they are so used to finding what they need on their own.
Born between 1995 and 2010, this generation have already found themselves up against immense challenges as they make their way into adulthood: climate change, inequality and social unrest, political division, economic distress and more.
30% of millennials and Gen Z say that their financial situation is holding them back from dating. Gen Z is having less casual sex than previous generations. 24% of Gen Zers have sex on a casual basis. Attitudes to cheating and open relationships are more liberal than before.
While 83 percent of people born between 1928 and 1945 (dubbed “the Silent Generation”) were married by age 37, researchers predict that Gen Z - born between 1997 and 2012 - are marrying far less.
75% of Gen Z are single. 44% of millennials are married.
Only 37% of Gen Z fell into the loyalist category, defined as those who bought a product from the same brand they were considering at the start of the shopping journey. This is quite different from the 56% of boomers who did so. We found a steady decline in loyalty with each generation.
Gen Z is also the smartest and best educated generation. Having an unlimited wealth of information at our disposal has not gone to waste. In America, 57 percent of Gen Z is reported to have enrolled in a two-year or four-year college, compared to 52 percent of Millenials and 43 percent of Gen X.
Eighty percent of Gen Z wants to get married at some point. Getting hitched is just no longer the nucleus of life. They see the historic problems within the institution and are ballsy enough the try and fix them—in their own way, of course.
Research has shown that Gen Z's attitudes towards dating and sex have evolved from the generations before them; they take an especially pragmatic approach to love and sex, and subsequently aren't prioritising establishing committed romantic relationships the same way their older peers once did.
Our data found the people that Gen Z trusts the most—family members (88 percent), friends (84 percent) and ordinary people doing good (81 percent)—far outrank journalists (47 percent), religious/faith leaders (44 percent) and politicians (42 percent) as sources of inspiration.
Seventy-three percent of Gen Z report feeling alone either sometimes or always—the highest level of any generation. The mental health challenges experienced by Gen Z are like nothing any other generation has faced.
Gen Z's awareness and approach to mental health can have a positive influence on their parenting by allowing them to be emotionally healthy and drivers of open communication. It can also help shape a future generation that will understand, accept, and seek to treat their own mental health issues.
Millennials have a lower divorce rate than older generations and a number of factors apparently play into this reality. The divorce rate for millennials, people in their late 20s, is less than 50 percent. Further, the likelihood of millennials staying married continues to increase.
Last July, Ohio Senate candidate J.D. Vance warned a conservative think tank about a “civilizational crisis,” marked by declining marriage and birth rates, and promoted by the “childless left.” Census data that shows low marriage rates among millennials and Gen Z-ers — only 29 percent of 18-to-34-year-olds were married ...
Only 1 in 10 Gen-Z's say they are 'committed to being committed' with an acute awareness that relationships tend to come and go. Just as Gen-Z isn't static – moving cities, changing their style, and switching jobs frequently – they don't expect their relationship to be stuck in time either.
Gen Z are “slow dating” before they even date casually
Considering 52% of 18-24-year-olds say they use dating apps for fun, or just to pass the time, it's not too surprising they aren't in a rush to get to an in-person date.
Cheugy (pronounced chew-gee, for the uninitiated) is a term coined by Gen Z and defined by Urban Dictionary as a “catch-all word” to describe anything untrendy, uncool or “basic”.
The Economist has described generation Z as a better-educated, well-behaved, stressed, and depressed generation compared to previous generations. Gen Z is also more ethnically diverse and familiar with gender-neutral pronouns.
One in four Gen Z respondents reported feeling more emotionally distressed (25 percent), almost double the levels reported by millennial and Gen X respondents (13 percent each), and more than triple the levels reported by baby boomer respondents (8 percent).