Generation Z, also known as Gen Z, is the youngest and most diverse generation in history. Born between 1997 and 2012, this demographic cohort is estimated to make up approximately 27% of the global population in 2023. As Gen Z begins to enter adulthood and establish their place in the world, their values, preferences, and behaviors are having a profound impact on society and the economy. To connect with and earn the loyalty of this influential generation, businesses need to understand and adapt to their unique values and preferences. In this guide, we explore 20 key traits that define Gen Z and provide insights into how businesses can connect with and meet the needs of this dynamic and diverse generation.
Technology is a way of life
As the first true digital natives, Gen Z has grown up in a world where technology is an integral part of daily life. They are extremely comfortable using technology, whether it’s for communicating, learning, working, or entertaining themselves. This comfort with technology has made them more adept at multitasking and has led to a preference for communicating through text messages and social media. They are also more likely to consume content on mobile devices rather than traditional media channels such as television or newspapers. This means that businesses and organizations need to be tech-savvy to connect with Gen Z.
Diversity and inclusivity are essential
Gen Z is the most diverse generation in history, and they value inclusivity and diversity in all aspects of life. They are vocal about their opinions on social issues, such as racial justice, gender equality, and LGBTQ+ rights. They are more likely to seek out products and services that align with their values, and they want to see diverse representation in the media and advertising. Brands that demonstrate a commitment to inclusivity and diversity are more likely to resonate with Gen Z and earn their loyalty.
Entrepreneurship is the future
Gen Z is known for their entrepreneurial spirit and independence. They prefer to work for themselves rather than for a large corporation, and they are always looking for new and innovative ways to solve problems. They are comfortable with taking risks, and they are more likely to start their own businesses or side hustles. This entrepreneurial mindset means that they are more likely to seek out job opportunities that offer flexibility and autonomy.
Mental health matters
Gen Z is more aware of mental health issues than any previous generation, and they prioritize their mental health and well-being. They are open about their struggles and seek out resources to help them cope. They are more likely to use technology to access mental health resources, such as meditation apps or online therapy. Brands that prioritize mental health and offer resources to help support their customers’ mental health needs are more likely to earn Gen Z’s loyalty.
Authenticity is key
Gen Z values authenticity and transparency in all aspects of life. They can spot a fake or inauthentic brand or influencer from a mile away, and they prefer to support companies and individuals who are honest and genuine. They value real connections and authenticity over manufactured images and messaging. This means that brands need to be transparent and authentic in their messaging and in the way they engage with Gen Z to earn their trust and loyalty.
Flexibility is important
Gen Z values flexibility in their work and personal lives. They are willing to work unconventional hours, take on side hustles, and have multiple income streams to achieve their goals. They value the ability to work remotely and have a work-life balance that allows them to pursue their interests outside of work. This means that businesses need to offer flexibility and adaptability to attract and retain Gen Z employees.
Education is evolving
Gen Z values education, but they are looking for new and innovative ways to learn. They prefer hands-on experience, online learning, and self-directed learning over traditional classroom settings. They want to learn skills that are applicable in the real world and are more likely to pursue education that leads to practical outcomes such as job opportunities or entrepreneurship. This means that educators and businesses need to be creative in the way they deliver education to attract and retain Gen Z learners.
Social media is a double-edged sword
While social media has its benefits, it also has its downsides. Gen Z is acutely aware of the negative impact social media can have on mental health, self-esteem, and productivity. They are more likely to use social media as a tool for communication and entertainment rather than a way to measure their worth. They are also more likely to seek out communities and connections on social media that align with their values and interests. Brands that use social media to connect with Gen Z need to be mindful of the negative impact it can have and offer resources to help their customers use social media in a healthy way.
Environmentalism is a priority
Gen Z is passionate about environmental issues and sustainability. They are more likely to seek out products and services that are eco-friendly and socially responsible. They are also more likely to engage in activism and social change related to environmental issues. Brands that demonstrate a commitment to sustainability and environmentalism are more likely to earn Gen Z’s loyalty.
Trust is earned, not given
Gen Z is a skeptical generation and is more likely to research and vet brands and products before making a purchase. They value recommendations from friends and family and are more likely to trust influencers who are transparent and authentic. They are also more likely to seek out reviews and feedback from other customers before making a purchase. This means that brands need to be transparent and authentic in their messaging and engage with their customers to earn their trust and loyalty.
Social justice is a priority
Gen Z is a socially conscious generation that values social justice and equality. They are more likely to support brands and organizations that share their values and are actively working towards creating a more just and equitable world. They are vocal about their opinions on social issues and are more likely to engage in activism and social change related to issues such as racial justice, gender equality, and LGBTQ+ rights. Brands that demonstrate a commitment to social justice and take meaningful action to address social issues are more likely to resonate with Gen Z and earn their loyalty.
Personalization is key
Gen Z expects personalized experiences in all aspects of life, from entertainment to shopping to education. They want brands to understand their individual needs and preferences and offer tailored solutions that meet their unique needs. They are more likely to engage with brands that offer personalized experiences and are more likely to recommend those brands to others. This means that businesses need to invest in data and analytics to understand their customers’ needs and preferences and offer tailored solutions to meet those needs.
Collaborative work is preferred
Gen Z values collaboration and teamwork in the workplace. They prefer to work in teams rather than in a hierarchical structure and value diverse perspectives and ideas. They are more likely to seek out job opportunities that offer collaborative work environments and value teamwork and collaboration in their personal lives as well. This means that businesses need to foster a collaborative culture to attract and retain Gen Z employees.
Financial stability is a concern
Despite their entrepreneurial spirit, Gen Z is also concerned about financial stability. They are more likely to prioritize financial stability over other goals such as job satisfaction or personal fulfillment. They are more likely to seek out job opportunities that offer financial security and are more likely to be financially savvy and responsible. Brands that offer financial education and resources to help Gen Z achieve financial stability are more likely to earn their loyalty.
The gig economy is appealing
Gen Z is more likely to pursue gig work or freelance opportunities rather than traditional employment. They value the flexibility and autonomy that gig work offers and are more likely to have multiple income streams. They are also more likely to seek out gig work that aligns with their interests and skills. This means that businesses need to adapt to the gig economy and offer opportunities for Gen Z to pursue freelance or gig work within their organizations.
Diversity and inclusion are non-negotiable
Gen Z is the most diverse generation in history and values diversity and inclusion in all aspects of life. They expect brands and organizations to be inclusive and represent a variety of perspectives and identities. They are more likely to support brands that prioritize diversity and inclusion and are vocal about their opinions on social issues related to diversity and representation. This means that businesses need to prioritize diversity and inclusion in their hiring practices, marketing efforts, and overall company culture to attract and retain Gen Z customers and employees.
Education and upskilling are ongoing priorities
Gen Z values education and upskilling and recognizes that learning is a lifelong process. They are more likely to pursue higher education and seek out opportunities for professional development and upskilling. They also value non-traditional education and are more likely to seek out online courses and other alternative learning opportunities. Brands that offer educational resources and opportunities for upskilling are more likely to earn Gen Z’s loyalty.
Mental health and well-being are a priority
Gen Z is acutely aware of the impact of stress and burnout on mental health and well-being. They prioritize self-care and are more likely to seek out resources and support for mental health issues. They also value companies that prioritize mental health and offer resources and support for their employees. Brands that prioritize mental health and well-being in their messaging and offerings are more likely to resonate with Gen Z and earn their loyalty.
Authenticity is key
Gen Z values authenticity and transparency in all aspects of life, from personal relationships to brand interactions. They are more likely to support brands that are transparent and authentic in their messaging and marketing efforts. They are also more likely to call out inauthentic or disingenuous marketing tactics. This means that businesses need to be authentic and transparent in their messaging and marketing efforts to earn Gen Z’s trust and loyalty.
Flexibility and adaptability are essential
Gen Z is a flexible and adaptable generation that values the ability to pivot and adapt to changing circumstances. They are comfortable with uncertainty and are more likely to seek out opportunities that offer flexibility and the ability to work remotely. They also value companies that are adaptable and able to pivot in response to changing market conditions. This means that businesses need to be flexible and adaptable in their operations and offerings to attract and retain Gen Z customers and employees.
As the youngest and most diverse generation in history, Gen Z is rapidly becoming a dominant force in society and the economy. With their unique values and preferences, this demographic cohort is poised to reshape the world in their own image. To connect with and earn the loyalty of this influential generation, businesses need to understand and adapt to their evolving needs and preferences. By prioritizing diversity, inclusion, authenticity, education, and well-being, and by embracing flexibility and adaptability, businesses can position themselves to attract and retain Gen Z customers and employees. As Gen Z continues to grow in influence and purchasing power, businesses that prioritize their values and preferences will be well-positioned for success in the years to come.