Generation Z refers to the generation born between 1997 and 2012. As of 2019, Gen Zers outnumbered Millennials and represented about 32% of the world’s population. Born in the digital age, this generation is greatly influencing consumer and marketing trends. The oldest Gen Zers are now in their 20s, so they have a say in most sectors. They are transforming the world for the better, and we’re thankful. Here’s how they are doing it.
1. Consumer Trends
By 2020, Gen Z made up more than 40% of U.S. consumers. The generation is highly influenced by technology and is intelligent. Gen Zers are tech-savvy and set the pace for trends and popular culture globally. They are realistic and their purchasing decisions are an expression of their identity and values. But compared to other generations, they get easily swayed by personal recommendations. However, they have a lot of spending power and brands now develop products with them in mind.
2. Politics and Activism
Gen Zers are politically progressive than Millennials. They are more likely to stand up against unfair policies and injustices. They use social media to start activism movements and know how to harness the power of numbers to encourage like-minded people to join their causes. The generation has a lot to say about racial injustice, climate change, and LGBTQ rights and has participated in numerous protests.
3. Careers
Statistics show that by 2025, generation Z will make up about 27% of the workforce. Gen Zers were the hardest hit by the global unemployment caused by the coronavirus pandemic, and this significantly slowed down their career plans. Some will miss out on gaining vital work experience. But the good news is they are more flexible when it comes to choosing careers.
4. Lifestyle
When it comes to lifestyle choices, Gen Zers are slightly similar to Millennials. They prefer living in urban centers despite the high cost of living. Cities are ideal for this generation because they can easily access opportunities. Gen Zers highly prioritize their careers, so they prefer not to settle down young and have kids.
Gen Zers also love having a good time and party a lot on weekends. But because they are very focused, they like to be sharp-minded on weekdays. After the weekend, most use energy patches to boost their energy levels or search for the best hangover patch. Most Gen Zers say video games are their top entertainment activity.
5. Digital Habits
Generation Z is known for its constant use of technology. While Millennials are the digital pioneers, Gen Zers are the digital natives. A study shows that Gen Zers hang out on social media for about 3 hours daily, an hour longer than the average millennial. While they use technology to positively contribute to world issues, it has also affected them negatively. They are very isolated and are more likely to suffer from mental health issues than other generations.
Gen Zers are slowly making their mark on the world. As more of them come of age, their impact is felt in different areas–consumer trends, politics, and even at the workplace. They are fearless, independent, and transforming the world using their power.
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