- Hong Kong (EN)
- Africa (EN)
- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Global (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
- Hong Kong (EN)
- Africa (EN)
- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Global (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
TRUST & THE FUTURE CONSUMER
This isn’t the influencer generation. This isn’t the cancel generation. This isn’t even the TikTok generation. This is the generation of sensibility. Preceding generations have idolized the unrealistic, prioritizing aspirational objectives, and often overlooking basic elements like humanity, our planet, and at times the truth for the sake of self, innovation, wealth, and immediacy. In a newly released report, we see a new, globally unified generation on the rise that is set on course correcting and getting our world back to basics. They want to solve humanity's most glaring issues, they desire safety, value realism and are making sensibility the new standard. Their pragmatism will power the world.
DEBUNKING GEN Z MYTHS
01—
ACCEPTED BELIEF: Gen Z all want to be influencers.
NEW REALITY: Only 12% aspire to be an influencer.
02—
ACCEPTED BELIEF: Gen Z are bold, bullish activists.
NEW REALITY: 66% believe that sharing is a form of activism (and it’s not radical).
03—
ACCEPTED BELIEF: Gen Z mobilizes cancel culture.
NEW REALITY: It’s about accountability. 1 in 3 want brands to take responsibility for wrongdoing.
04—
ACCEPTED BELIEF: In TikTok they trust.
NEW REALITY: YouTube is the most trusted, while TikTok ranks #5.
SAFETY IS PARAMOUNT
7 IN 10 WANT SAFETY AND SECURITY IN THEIR LIVES.
One of the report’s key findings was that more than anything Gen Z just wants to feel safe. This visceral need permeates every aspect of their lives.
Physical: 75% of Gen Zers prioritize activities that have a lower risk of getting sick or injured.
Emotional: 75% prioritize “feeling safe” over building strong friendships.
Financial: 79% say “pays well/provides financial stability” is an important career goal.
Social: 69% have changed social circles to feel safer.
Educational: 81% say safety is a critical or important when thinking about school.
COVID-19 HAS ONLY EXACERBATED THE SITUATION
PERCENT WHO SAY THE COVID-19 PANDEMIC IMPACTED THEIR ATTITUDES
78%
I have created more time in my life for self-care/mental health
68%
I have started or continued to save up for future healthcare expenses
66%
AI have considered or started a career that will allow me to handle health and wellness expenses
GEN ZERS ARE TRUTH SEEKERS
THEY WILL ALWAYS FIND THEIR WAY TO TRUTH
This generation of consumers is unparalleled when it comes to verifying information they see online. They rarely take anything at face value, particularly sponsored content and messages from brands. 70% will always fact check what brands say, and will unfollow you if you’re not truthful. Of all the content on the internet, Gen Z trusts what they find via search engines the most. 58% say the content there is trustworthy, vs owned media which ranked lowest at 48%. The best way for brands to prove their trustworthiness? One, link back to legitimate sources. And two, cite supporting data and proof points.
UNITY IS GEN Z’S SUPERPOWER
BUT THEY WANT BRANDS TO PICK UP WHERE THEY LEAVE OFF
Brands are expected to use their reach, money and scale to create the change that Gen Z demands. 9 in 10 Gen Zers want the brands they buy to get involved in causes that better the world. And what causes do Gen Z want brands help with?
1. Climate Change
2. Poverty
3. COVID-19
4. Gender Equality
