Gen Z Is Inspired Most By The Real People In Their Lives We know consumers are more likely to follow creators who look, act and live lives they can relate to—like everyday people—vs. celebrities or even social celebrities.
With no experience in a pre-digital world, Gen Z members are digital natives! In fact, Gen Z has never lived in a world where the Internet did not exist. They were literally born in the digital age. As a result, global events have actively shaped this generation's view of the world.
Research from Yes Lifecycle Marketing revealed that more than 80% of Gen Z is influenced by social media when it comes to making purchases, compared to their next-oldest counterparts, millennials (74%). Interestingly enough, these numbers drop quite dramatically when compared to Gen X (58%) and baby boomers (41%).
Gen Z Terms and Definitions
Pew Research recently defined Gen Z as anyone born 1997 onwards. Gen Z grew up with technology, the internet, and social media, which sometimes causes them to be stereotyped as tech-addicted, anti-social, or “social justice warriors.”
With multiple devices, this generation became used to multitasking and jumping between activities at a high rate. In addition, Gen Z grew up having any information they needed right at their fingertips. This accessibility eventually led to Gen Z individuals developing shorter attention spans.
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.
Gen Z's economic concerns stem from the fear of accruing debt, limited job opportunities and the difficulty of finding affordable housing. These concerns have been exacerbated by the financial insecurity many young people and their families have faced during the COVID-19 pandemic.
A highly connected world, climate change, a global pandemic that's impacting job security, and financial debt are some main causes of increased anxiety, stress, and depression among Gen Zers.
According to a 2021 Consumer Culture Report by 5WPR, Gen Z is prioritizing electronics, technology, health, and wellness.
Among total Gen Z, there is strong belief in the credibility of experts (66 percent) and frequent users of the brand (63 percent) as brand spokespeople, and those who follow influencers say they trust them because they teach new skills (40 percent) or share recommendations based on experience (37 percent).
Generation Z is the generation that never had to deal with dial-up internet or brick-shaped mobile phones. They have grown up with the knowledge that they can speak to anyone around the world at a moment's notice, and through assorted social media networks, that's what they've been doing for their entire lives.
Most members of Generation Z are children of Generation X. As the first social generation to have grown up with access to the Internet and portable digital technology from a young age, members of Generation Z, even if not necessarily digitally literate, have been dubbed "digital natives".
As generational stereotypes go, I nominate Gen X to be, without a doubt, known as "The Coolest Generation." Baby Boomers (1946 to 1964) started off on the right track with the hippie movement in the '60s, but soon became the folks that brought us the “Me Decade,” yuppies, and President Trump.
Educated and empathetic. The pair say Gen Z is also the "most educated", "empathetic" and "politically aware" generation, as well as being the most diverse. "They're so accepting of different groups and I think that will have a significant impact both culturally and politically," Christensen says.
Happiness levels average lower today for most adults under age 35 than they did in 2017. However, the data show that Gen Zers report the lowest levels of happiness on record in the past five-year timespan.
New research on mental health has found that 42 percent of Gen Z young adults currently have a diagnosed mental health condition –anxiety and depression being the most common diagnosis.
Inflation is the top problem Gen Z and Millennials name as the biggest they are facing today. Over-dependence and addiction to technology ranked second as the top problem among young people for the first time. However, racism and COVID-19 are still top concerns for these gens.
TL;DR: Listening to music is the top activity Gen Z and Millennials do in their free time. Gen Z is much more likely to than Millennials to watch videos on YouTube and social media platforms. Gen Z is also more likely to play video games in their free time compared to Millennials.
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.
Conscious contradiction - Gen Z can see both sides of an argument. They might say they 'hate' a brand, but a moment later proudly show off a product from that same brand. Interestingly, they know they have paradoxical viewpoints, and it doesn't bother them in the slightest.
Gen Xers would come to be known as one of the “least parented, least nurtured generations in U.S. history,” with parents divorcing at historic rates as both mom and dad worked in pursuit of an American Dream.
In terms of being parents, Gen Zers tend to view parenthood as identity-improving, and a role which enhances their lives. They are very child-focused, and want to be heavily involved in their children's lives.
Gen Z's state:“Parents are a big role model to their children, who want to be just like them. The poor habits of parents (i.e. drugs, smoking), rubs off onto children. “Parents are responsible as children are often too young to know what is right and wrong.