The Rundown by Citizen: Decoding Gen Z
July 17, 2024
Welcome to The Rundown by Citizen – the Gen Z edition! Our quarterly newsletter gives you a round up of the conversations that count and this month we’re decoding Gen Z. Sign up below to get the full newsletter!
Decoding Gen Z: Unboxing A Generation
An emphasis on understanding the newest generation to enter adulthood is nothing new, in fact it’s growing as they gain more buying power. So, how do we connect with Gen Z? We know that in order to build trust with the most tech savvy and skeptical demo, we need to invest where they’re invested. But generational labels come with pitfalls – not only do they suggest stark differences between generations that aren’t as distinct as they make it seem, but Gen Z labels risk us painting everyone in the most diverse and nuanced generation yet with the same brush.
Dr. Philip N Cohen, Professor of Sociology at University of Maryland states that generational naming means “imposing qualities on diverse populations without basis, resulting in the current widespread problem of crude stereotyping. It’s pseudoscience.”
So as we examine Gen Z, we need to remember that cohorts and shared experiences are much more valuable to recognize and examine. This is a long-term and evolving practice, not a code to crack. The bottom line for brands? Tapping into values, beliefs and passions that align credibly with brand purpose is how we earn our place in culture.
Connected vs. Connecting: The Gen Z Value That Spans Generations
A common objection to the argument that Gen Z is fundamentally different is that those moving through early adulthood now will become like their parents as they age. Yes, they will change as they earn more, have families, or buy homes, but this generation will remain unique. They are the first digital natives and were impacted by COVID-19 at a much more critical age than older generations. As a result, they are exhibiting certain behaviors that will compound to create distinct differences in how they age: for example, U.S Gen Zers are 45% more likely to invest than millennials and 2.2 times more likely to invest than Gen Xers were 21, respectively, according to research from Oliver Wyman.
The way that this generation has grown up with the world at their fingertips has made the way they experience social and economic shifts and upheaval, environmental stress and information overload particularly acute. As such, the way they get information (using TikTok as a search engine, for example) is unique.
That said, when it comes to finding meaning beyond information, our human need for connection and belonging continues to transcend age groups. In fact, our own reporting found that nearly 9 in 10 people across generations agree that it is important to spend time with people and be connected socially – this ranged from 87% among Gen Z and Gen Xers, to 88% among millennials and 91% among Boomers. This shared value is distinct, and could be the reason we’re seeing and embracing more intergenerational friendships and relationships beyond our family dynamics as well.
Reinforcing the idea that Gen Z is completely unique causes many in this generation to feel they can’t relate to or learn from other generations, which is risky and untrue. In fact, the numbers show that Gen Z beliefs, values and concerns overlap quite a bit with millennials as it relates to the economy, the environment and our social and cultural futures. Studies on intergenerational relationships in the workplace and beyond also prove that valuable learning can flow both ways, to enormous benefit for those on either end of the age spectrum – so getting over similarity bias is crucial. Researchers from the University of Arizona and Duke University found homophily “limits people’s social worlds in a way that has powerful implications for the information they receive, the attitudes they form, and the interactions they experience” which can impact personal development, mental wellbeing, and even work performance and professional growth.
The age ranges we use to define generations are arbitrary and in most cases, still being debated. While each generation is impacted by the events that shaped society during the formative years Gen Z is currently in, we remain more alike than we are different when it comes to our human need for connection, and the benefits of extending these connections beyond our generational walls.
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