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.
You'll find that they are quite different from the previous generations. Gen Z prioritises positive relationships, work-life balance, schedule flexibility, and job stability. 90% of them want human interaction at work and direct communication from their co-workers.
In the short term, Gen Z's stress is leading to ambivalence and withdrawal in their professional lives. According to 2022 data from Gallup, they are the most disengaged group at work. They also report more overall stress and work-related burnout than other cohorts.
Gen Z has learned to think, learn, and communicate in an environment defined by wireless internet ubiquity, wholesale technology integration, infinite content, and immediacy.
Gen Z is known for being resourceful, independent learners who value diversity and inclusive culture and place a priority on well-being and mental health in the workplace. They are fiscally conservative with a keen focus on investing and income. Gen Z values justice and equity.
Animal rights and education are new to their top causes
Our data shows Gen Z is more likely to say this is an issue they're passionate about right now (28%) than Millennials (22%), likely because the majority are currently in the education system, whereas few Millennials are still in school.
Unlike previous generations, Gen Z has little to no memory of a world without the internet, smartphones, and social media. Technology is a substantial part of their life. Being continually connected can also result in self-esteem issues and feeling pressure to conform.
Having a deep emotional connection has taken centre stage in their relationship dynamics. Gen Z is open to mixing friendships, romantic relationships, long-term commitments or "situationships" and creating the perfect balance to meet their emotional and physical needs.
Gen Z is often motivated by a sense of purpose and may be drawn to jobs and companies that align with their personal values and beliefs. As a manager, you can help motivate your Gen Z employees by ensuring that their work is meaningful and has a positive impact on others.
If you were born between 1997 and 2012, you are a member of Generation Z. This year the oldest of the Gen Zers will hit 26 years old. Many Gen Zers are in college or have already graduated. Some have even started families or are years into their careers.
In 2023, the Gen Z trend is towards more personalized and socially conscious brands. Their spending habits reflect a preference for brands that align with their values and utilize their preferred Generation Z social media platforms.
How old are Gen Z this year? The oldest in the Gen Z cohort will be 26 in 2023, while the youngest will turn 11.
Provide clear career paths, mentorship programs, and training to help attract Gen Z to your company. These programs can prove to Gen Z candidates that you value them for the long-term potential they bring to your company, not just for their ability to fill an entry-level role.
According to a 2021 Consumer Culture Report by 5WPR, Gen Z is prioritizing electronics, technology, health, and wellness. Conversely, Millennials and those from older generations prioritize travel and experiences, home goods, and furniture.
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.
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.
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.
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.
They tend to play it safe. That's very like the Silent gen. In fact, Time magazine gave Silents their name because they played it safe, keeping their heads down and not speaking out about issues like McCarthyism and civil rights. Silents were shaped by the Great Depression when millions of Americans lost their jobs.
On the other hand, Gen Z students are digital natives who prefer an independent learning style with less passive but more visual and kinaesthetic learning.