The ultimate guide to Gen Z

So, you want to learn about Generation Z, do you?

Good on you.

Poised to be the biggest cohort of spenders the world has ever known, they’re a generation that you should not be ignoring.

Already shaking up the workplace, changing norms as we know them, and redefining wellness, mental health, spending, and more, this generation is a game-changer for brands.

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Gen Z is the present and the future. It’s time to get to know them better.

Who are Gen Z?

To fit into the Gen Z demographic, you’d have to be born between 1997 and 2012. This is a fairly wide-ranging cohort— the oldest members are around 27, and the youngest are around 12.

The eldest members will be making their mark in the workforce, the mid-range will be studying at college or university, and the youngest will still be in school.

Why should Gen Z matter to marketers?

Even the most seasoned of marketers might not be fully aware of how important this age group is.

They’re not just the next big thing: they’re the big thing now.

They’re already flexing some serious spending power, with estimates suggesting they influence around $143 billion in direct spending in the United States alone.

They’re also trendsetters

We know the world has moved into the online era at a rapid rate – this shift has been amplified by young consumers. They’re the masterminds behind what goes viral: dances, trends, challenges, slang: everything you probably encounter after opening your mobile devices.

Plus, as we’ve established, they’re a wide-ranging group.

Securing the loyalty of Gen Z now could mean you’ll have them as a customer for years to come.

They’re in a formative stage of brand relationships: if you can engage with them now, they’ll stick with you as they grow older, and their incomes and spending power increases.

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Defining traits of Gen Z

We’re hesitant to put an entire generation into a box – that would be lazy. However, there are some general defining characteristics of this cohort that will help marketers understand them that little bit better.

And, because no narrative is complete without data, we’ll back up the claims with an exclusive data list below, all separated by theme.

Authenticity

We’ll say it once, we’ll say it again: this younger generation is known for its love of authenticity. Unlike millennials who came of age in the era of glossy magazines and perfectionism, young adults want their social media accounts to show the highs and the lows.

It’s not just creators that they want this from: brands are facing increasing pressure to be real and transparent. This means that marketing campaigns aimed at them aren’t just about flashy ads; it’s about building genuine connections and showing that your brand walks the talk.

Value-led consumers

We’re not going to say every single Gen Zer is obsessed with sustainability and eco-friendly practices. However, they are, undoubtedly, value-led consumers.

This means they want brands to align with their values.

Whether it’s sustainability, social justice, mental health awareness, or diversity in advertising, they support brands that stand for something. This is due to how they’ve come of age. Thanks to their endless scrolling through news sources and social media sites, they’re constantly exposed to information (good and bad) about the times they’re living through.

Creators, not influencers

Influencer culture might’ve been the big thing a few years ago, but now it’s all about the creator.

A creator is slightly different from an influencer. Creators make content to build an audience, while an influencer does what it says on the tin: they influence.

Creators are powerful because they come with big, dedicated communities. They know what their audience looks for and how to tap into it. They’re also perceived as more relatable. As a result, Gen Z trusts them more than traditional advertising.

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Their screen time is high, and they have fairly short attention spans (but this isn’t necessarily a bad thing!)

Gen Z are digitally native. This means that their proficiency in using technology is pretty unmatched – smartphones, smartwatches, smart devices, computers, and more are all seamlessly integrated into their day-to-day.

They’re also aware that the online world is a noisy place. There’s just so much information.

As a result, Gen Z’s attention spans are shorter than those of previous generations.

However, don’t believe all the negativity you might’ve seen around this: it’s not a bad thing.

It definitely doesn’t mean that they’re disinterested or lacking focus; it just means they’ve learned to filter through enormous amounts of information at once.

They’re a generation who listen to voice notes at 1.5 speed. They’re more receptive to shorter, snappier data points from news sources. They’re hungry for information but want it at a condensed level: and if it can’t be condensed, it must be engaging.

They’re in touch with themselves

Young consumers don’t want brands to be the only ones who communicate their values. In fact, they’re pretty attuned to talking about their mental health, how they maintain inner well-being, and how they work on their faults.

Generally, they view mental health in a more positive light than older generations. They’re also more transparent in discussing it, too.

Generally, Gen Z likes it when brands and creators acknowledge that there is no health without mental health – and this is translating into how they pick their future careers and who they shop with.

At Pion, we’re proud to have insider knowledge to redefine outlooks

Through our insights product, we give brands bespoke research to uncover what Gen Z really thinks. We work with thousands of young consumers around the globe to gain qualitative and quantitative data on the issues that matter to them.

Digging into the Gen Z data

Enough narrative: what does the data tell us?

We’ve collated research from 4,000 Gen Zers in the UK and the United States on a variety of different topics. Covering everything from AI, to hobbies, financial literacy, and spending habits, this data list is an invaluable resource for youth marketers (you’re welcome...).

Financial Literacy and Education 

• 66% in the UK and in the US 65% feel a pressure to improve their financial knowledge due to the increased cost of living.
  
  
• 62% in the UK and 54% in the US have learned more about finances from financial education content on social media than they did at school.
  
  
• 58%  in the UK and 48% in the US have learned more about finances from financial influencers on social media than they did at school.
  
  
• 70% in the UK and 62% in the US have learned more about finances from the internet than they did at school.

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Health, wellness and social media usage

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• 97% of Gen Z use some form of social media
  
  
• YouTube is the most used social media platform (87% UK, 88% US)
  
  
• TikTok was the most cited platform to have a detrimental effect on wellbeing (57% UK, 45% US).

 Hobbies

• Online shopping (49%) is the most popular hobby for Gen Z, closely followed by video gaming (47%) 
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• Gym and fitness classes (43%) and dining out (41%) are in-person pastimes Gen Z in the UK are willing to venture outside for
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• Arts and crafts (24%) are just as popular as clubbing and bar nights for Gen Z in the UK in 2024 (24%)
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• Value for money (54%) and promise of a once-in-a-lifetime experience (54%) would encourage Gen Z to spend more than they usually would for an experience

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Travel and the experience economy

• 83% of Gen Z are considering traveling in the US or abroad in the next 12 months
  
  
• The majority of Gen Z considering travel will travel with family (61%) or friends (46%)
  
  
• 43% of Gen Z in the US are considering solo travel, 7% more than Gen Z in the UK (36%)
  
  
• Budget holidays are the preferred type of travel experience by Gen Z in the US (37%)
  
  
• 67% of Gen Z agree that social presence is more important than cost
  

Dating

• The majority of Gen Z are single (63%)
  
  
• 68% of Gen Z singletons do not use any dating apps at all
  

• Profile verification (52%) and social media integration (51%) are popular dating app tools used by Gen Z
  
  
• 57% of Gen Z singletons do not use any dating apps at all
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• Half (50%) of Gen Z dating app users have experienced feelings of anxiety about their future dating prospects
  
  
• 28% of Gen Z dating app users would prefer to meet someone offline, but haven't had much luck with it in the past.

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Shopping second hand & fashion

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• 61% in the UK and 54% in the US of young people would buy second-hand designer clothing
  

• 52% in the UK and 50% in the US of Gen Z plan to buy second-hand clothing
  
  
• 81% in the UK and 80% in the US already buy second-hand clothing
  
  
• 43% in the UK and 39% in the US think that high-street stores offering an experience is important to them
  
  
• 42% in the UK and 41% in the US would purchase a product after seeing it on a TikTok or Instagram live stream
  
  
• Young people in the UK (55%) and US (54%) are most influenced to buy a product by recommendations from friends and family, as opposed to whether it is trending on social media or promoted by a celebrity or influencer.

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Activism and Gen Z

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• 84% in the UK and 80% in the US are willing to campaign for (anywhere from signing an online petition to attending a protest) change on critical social issues (systemic racism, abortion access, LGBTQ+ rights, the environment and gender equality)
  
  

• Young people in the UK (31%) and in the US (28%) think that Gen Z is in a better or equal position to facilitate change when in positions of power than people aged 35 and older
  
  
• The cost of living crisis is the most pressing issue to Gen Z (43%), followed by the mental health crisis (41%), to racism (35%), war & conflict (32%).

Workplace and “Hustle Culture”

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• 44% in the UK and 43% in the US of young people still feel the need to go above and beyond at work
  
  
• 41% in the UK and 40% in the US are not willing to work beyond their regular working hours if there is an important deadline
  
  
• 42% in the UK and 44% in the US put their own needs above those of their employer
  

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Sustainability and Gen Z

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• 93% of Gen Zers that we surveyed said brands should care about sustainability.
  
  
• 74% describe themselves as an activist.
  
  
• 41% of Gen Z are very worried about climate change
  
  
• 39% of Gen Z think brands should work with planet-friendly influencers
  
  
• 60% of respondents said that cheap prices are the most important thing to them, compared to 40% who said planetary impact.
  
  

Gen Z and mental health

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• 72% of Gen Z say mental health is important to them
  
  
• 54% say that they look after their mental health by getting enough sleep (Pulse Data, 2023)
  
  
• 46% of respondents consider themselves to have a mental health condition
  
  

• 54% have never had professional counseling or therapy
  
  

• 24% have missed counseling sessions due to no longer being able to afford them
  
  

• 59% shared that the cost-of-living crisis is having a negative impact on their mental health
  
  

• 57% of Gen Z shared concerns about being able to afford to go out with friends during the summer holidays.

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Top tips on connecting with Gen Z

Find them where they are

Gen Z spends a lot of time online, that’s for sure. We’ve established this can lead to a bit of an information overload, so where do you come in?

Well, every second counts. They’re masters at filtering through types of content, so if you want to capture their attention, make your message clear, concise, and impactful. Think short-form videos, punchy headlines, and quick reads. It's not about dumbing things down; it's about delivering value without the fluff.

Got a green flag? Wave it

We can see from the data that socio-political causes are important to Gen Z.

Whether it’s climate change, politics, or healthcare and well-being, this community of young people cares passionately about the issues that their peers are facing. They want to make a positive difference in the world, and this empathetic and philanthropic drive has led them to favor the brands that support the causes they care about (in an authentic way, of course!).

Be authentic and transparent

We’ve said it once, we’ll say it again: this generation values authenticity above all else.

They can spot inauthenticity from a mile away, so ditch the overly polished narratives. Be real, be transparent, and show the human side of your brand or message. They’re drawn to content that feels genuine and relatable, whether it's a brand taking a stand on social issues or simply showing behind-the-scenes moments.

Build a community

We can see from the data that Gen Z are suffering from anxiety.

In fact, they’ve been dubbed the loneliest generation yet. Now more than ever, they’re craving a sense of belonging and are actively seeking out communities that align with their interests. This is why we’ve seen an uptake in community-based hobbies, run clubs, and more: a space for people to connect will be one Gen Z wants to inhabit.

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