Generation Z, also known as Gen Z, refers to the demographic cohort born between 1997 and 2012. They are the generation that comes after Millennials. This generation is just entering adulthood and beginning to establish themselves in the workforce and as consumers. Gen Z is the most racially and ethnically diverse generation in American history. This diversity shapes many aspects of their attitudes and perspectives.
What are the defining characteristics of Gen Z?
There are a few key characteristics that set Generation Z apart from previous generations:
- Hyper-connected – They are true digital natives who have never known a world without the internet and social media.
- Pragmatic – They have a practical and straight-forward outlook on life shaped by coming of age during recession and economic uncertainty.
- Diverse – They are the most racially and ethnically diverse generation, which informs more open-minded social attitudes.
- Anxious – Higher rates of depression and anxiety in this cohort are attributed to concerns over debt, social media and identity issues.
- Cause-driven – They care about social justice and want to buy from/work for companies that align with their values.
Understanding these core traits helps shed light on why Gen Z approaches the world the way they do.
What are Gen Z’s attitudes towards social issues?
Gen Z has been shaped by major events like the Great Recession, political polarization, climate change, and technological transformation. As a result, they tend to have passionate views on social issues:
- Racial Justice – Having grown up in a more diverse world, Gen Z expects more inclusivity and racial awareness from society.
- LGBTQ+ Rights – Gen Z shows high levels of support for same-sex marriage and adoption rights.
- Gender Equality – They support more fluid definitions of gender and reject traditional gender stereotypes.
- Immigration – Gen Z embraces multiculturalism and immigration as a force for economic and social growth.
- Environment – Climate change and pollution are top concerns. Over 70% believe governments should take action on the environment.
Gen Z also strongly favors more progressive social policies like universal healthcare, affordable education and economic equity.
What are Gen Z’s political attitudes?
When it comes to politics, Gen Z tends to lean towards more liberal viewpoints. However, their attitudes are complex and defy easy categorization.
- Around half of Gen Z identifies as liberal, progressive or Democrat.
- They have favorable views of socialism and big government social policies.
- Climate change, gun violence, racial injustice are priorities.
- Lower levels of patriotism and distrust of political parties and Washington.
- Desire political reform and participation beyond just voting.
Despite generally left-leaning ideologies, Gen Z does not fit into partisan molds. They are frustrated with political stalemate and want pragmatic solutions from government. Their political influence is still emerging.
How does Gen Z view the role of government?
Gen Z wants government to take an active role in addressing major societal issues like:
- Climate change – Implement “Green New Deal” policies
- Gun control – Stricter background checks and assault rifle bans
- Racial justice – Police reform and antidiscrimination laws
- Student debt – Forgiveness programs and free college
- Healthcare – Medicare for All or public option
At the same time, Gen Z skews more libertarian on some social issues like abortion and marriage equality. They want government to adopt a more enabling rather than directive role in people’s personal lives.
What are Gen Z’s economic attitudes?
The Great Recession had a profound impact on Generation Z’s economic outlook and attitudes. As a result, they tend to be pragmatic and risk-averse with money.
- Fiscally moderate – support higher taxes on wealthy but worried about debt.
- Savings focused – habit of saving money from young age.
- Entrepreneurial – interested in starting own businesses.
- Education as investment – view college costs as risky but necessary.
- Cost-conscious consumers – use discounts, buy store brands.
Financially, Gen Z is very determined to avoid mistakes made by previous generations. This sometimes translates to relatively conservative spending and consumption behavior.
What are Gen Z’s views on work and career?
Gen Z’s work ethic and career expectations have been shaped by:
- Seeing parents struggle through recessions and job insecurity.
- Entering workforce during period of low unemployment.
- Valuing following passions over paychecks alone.
As a result, Gen Z brings a blend of determination and idealism to the workplace. For example:
- Pragmatic and hard working – know they have to hustle to get ahead.
- Multitasking oriented – comfortable juggling school, work and extracurricular.
- Entrepreneurial – motivated to start own business or side hustle.
- Cause oriented – want to work for companies reflecting their values.
- Work/life balance – avoid overwork and burnout patterns of previous generations.
Gen Z workers are highly motivated and purpose driven. They expect employers to provide meaningful work and flexibility.
How does Gen Z behave as consumers?
As digital natives, Gen Z heavily relies on social media, mobile technology and the internet to make purchases. They are informed, price-conscious consumers.
- Mobile first – smartphones are hub for shopping research and purchases.
- Value reviewers – read online reviews and product feedback.
- Brand agnostic – willing to try new brands and products.
- Convenience focused – drawn to speed and simplicity of online/app ordering.
- Experience focused – value memorable experiences over material goods.
- Price sensitive – hunt for discounts, promotions and coupons.
Gen Z consumers hold significant purchasing power. Brands hoping to appeal to Gen Z shoppers need an effective digital marketing strategy and value-driven products.
How does Gen Z use technology and social media?
New technology and social media platforms have always been a part of life for Gen Z. This has shaped their communication styles and attitudes.
- Mobile obsession – smartphone is the primary way Gen Z accesses the internet and connects with others.
- Multi-networking – actively use Instagram, Snapchat, TikTok, Discord, etc.
- Digital literacy – highly adept at finding information online.
- Personal branding – curate online image and persona through social media.
- Direct messaging – prefer direct, instant communication over email.
- Multitasking – think nothing of using social media while watching TV or hanging with friends.
Gen Z leverages technology to build online communities and networks. However, digital immersion also contributes to higher anxiety rates among Gen Z.
How does Gen Z date and form relationships?
Dating and relationship norms have been dramatically reshaped by online dating apps, social media and evolving societal views among Gen Z. Distinctive patterns include:
- Online dating – Tinder, Bumble, Hinge are common ways of meeting people.
- Blurring boundaries – Situationships and casual dating are more common.
- Expanding attitudes – More openness to fluid sexuality, polyamory, asexuality.
- Decreased labeling – Less interest in defining relationships or sexual orientation.
- Diminished pressure – Less expectation to settle down or marry young.
- Separating intimacy – Sex does not necessarily signal emotional connection.
For Generation Z, dating and relationships are more casual, flexible and individualistic preferences. Traditional dating culture and marriage timelines hold less sway.
What stereotypes about Gen Z are true or false?
| Stereotype | True/False |
|---|---|
| Obsessed with mobile devices and social media | Partially true – Mobile and social media play huge role in Gen Z life but not an all-consuming obsession |
| Lazier and more entitled | False – Gen Z is very motivated, entrepreneurial and wants to work hard |
| Financially Irresponsible | False – Gen Z tends to be cost-conscious consumers and focused on financial stability |
| More progressive and rebellious | Partially True – Socially progressive views but not particularly rebellious as a whole |
| Desire instant gratification | Partially True – Convenience is valued but Gen Z still able to delay gratification for long-term goals |
While Gen Z is distinct from previous generations in many ways, some stereotypes only capture part of the picture or are simply inaccurate.
How does Gen Z spending compare to other generations?
Gen Z’s spending power continues to grow rapidly. By some estimates, Gen Z spending could reach over $143 billion annually just within the US. Here is how Gen Z spending stacks up to other generations:
| Generation | Estimated Spending |
|---|---|
| Baby Boomers | $3.2 trillion |
| Generation X | $1.4 trillion |
| Millennials | $1.5 trillion |
| Generation Z | $143 billion (and growing rapidly) |
Gen Z’s spending still lags behind older generations with established careers and families. However, as more Gen Z members enter adulthood, their economic power will continue to expand.
Gen Z Spending Preferences
Some key ways that Gen Z differs in their spending habits compared to previous generations:
- Focus on Experiences – Attending events, traveling, etc.
- Foodie Culture – Quality, organic and exotic foods.
- Streaming Services – Spotify, Netflix,Twitch, etc.
- Health & Wellness – Fitness, beauty, mental health.
- Personal Expression – Customizing looks through fashion, makeup, accessories.
- Big on Brands – Drawn to brand names and status products.
These preferences mean Gen Z over-indexes in categories like electronics, apparel, entertainment and food services relative to other spending.
What are the most influential factors shaping Gen Z attitudes?
Gen Z perspectives and worldviews have been shaped by a variety of powerful socioeconomic trends:
Social Media and Internet
The rise of mobile technology and social media fundamentally changed how Gen Z discovers information, communicates and relates to peers. This impacted attitudes on identity, relationships, and community.
Globalization and Diversity
Growing up in an increasingly interconnected world has made Gen Z more open to different cultures, worldviews and ideas. This fosters more progressive attitudes on issues like immigration and inclusion.
Economic Turbulence
Coming of age during the Great Recession and witnessing family financial difficulties made Gen Z pragmatic, risk-averse and financially focused.
Education Costs
Skyrocketing education costs contributed to higher stress levels for Gen Z. It also pushed them to be academic high-achievers focused on ROI.
Political Polarization
The stark political divides emerging in America during their childhood impacted Gen Z’s trust in government and institutional power structures.
Climate Change
Witnessing the consequences of climate change made environmental sustainability a top concern for Gen Z in a way it was not for older generations.
This unique cultural context shaped the attitudes, behaviors and worldviews that define Generation Z.
Conclusion
In summary, Generation Z is a complex cohort who defy simplistic generalizations. As digital natives, they rely heavily on mobile technology and embrace social progressivism. But they also exhibit a strong work ethic and financial pragmatism. Gen Z’s attitudes reflect growing up in an era of economic and social turbulence. As they come of age during a time of relative prosperity, their outlooks will continue evolving. Their impact on society, politics, and culture will come into sharper focus in the years ahead.
