Report: Gen Z finding meaning (2024)

FAQs

How does Gen Z find meaning? ›

“By far, the biggest source of meaning and purpose was relationships; nearly half (46%) mentioned relationships or loved ones as sources of meaning and purpose. ” With this data and additional findings from the report in mind, here are five suggestions for guiding Gen Z young adults on their path to finding meaning.

After boomer comes Generation X, which was 1965 to 1980. Then came Millennial, and after that was Generation Z, or Gen Z. Gen Z refers to people born between 1995 and 2010. The 'Z' in the name means "zoomer", as this is the first generation known to 'zoom' the internet.

1 thing that influences Gen Z's happiness is having a purpose. One of the most significant findings of the survey is that what influences the happiness of Gen Zers the most is “their sense of purpose at work or school.”

Gen Z consumers are adept at conducting online research, reading reviews, and comparing products and prices before making purchasing decisions. They value convenience, speed, and customization in their digital interactions.

Gen-Z is also using technology to connect in different ways. Social media has become a place for meeting potential partners. Visually-driven apps like Instagram and TikTok allow users to get a sense of who people are (or who they want to be seen as) in ways that dating apps may not.

They value inclusivity, diversity, and equality, and expect brands and organizations to reflect these values in their practices. Gen Z's embrace of diversity extends beyond ethnicity and encompasses gender, sexual orientation, and socioeconomic backgrounds.

As the first real digital natives, Gen Zers—speaking generally—are extremely online. Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six or more hours per day on their phones.

Gen Z has honed the skill of sifting through vast amounts of data, fostering a culture of self-education and critical thinking. This ability to quickly access and evaluate information may contribute to the perception of increased intelligence.

According to licensed clinical social worker Lana Lipe, social media and screen time might also be a huge part of Gen Z's ongoing loneliness epidemic. The rise of passive consumption and social comparison is quickly replacing genuine interaction, which can lead to an uptick in loneliness.

Gen Zers are more likely to cite streaming video, streaming music, and playing video games as daily activities compared with the general adult population, per a May 2023 Morning Consult survey. They're also less interested in traditional TV and listening to the radio.

What does Gen Z struggle with the most? ›

Gen-Z feels substantial anxiety and stress about jobs, long-term financial stability and major life steps, such as buying a home and starting a family.

46% of Gen Z spent more on fashion than anything else in 2022 (5WPR) Gen Z was the only generation to have clothing and fashion as their top spending category. 30% of Gen Z spent more on beauty and personal care than anything else, far more than any other generation.

Gen-Z cares about following their passions, caring for the earth and demanding social and environmental justice from high-level decision-makers. As a result, they're more vocal, values-driven and individualized than generations that came before them.

Important Gen Z Buying Habits

Gen Z is known for making socially conscious purchases, thriftiness, and being highly informed. This is likely due to the vast amount of information that has been available to them since birth as well as the fact that many of them saw a recession in their younger years.

For that emerging Gen Z population, Instagram is tops: 67% say they use Instagram to search. TikTok is the second choice: 62% of the 18 to 24 demographic search there, while Google is in third at 61%. (Most people use multiple apps and platforms for search, which is why the numbers exceed 100%.)

This is a generation that values their independence and self-sufficiency. They do not want to be babied or managed too closely. While their next most valued management trait is caring and support, there is a fairly fine line between giving Gen Z independence while being there for them.