Gen Z, at 27% of the US population, is considered the largest generation ever. This generation, born between 1997 and 2012, is currently between the ages of 11 and 26. With many Gen Zers now entering the workforce, they are enhancing their spending power and influencing various aspects of society. So, how exactly is this generation changing the world? Let's take a look at the top seven trends that are shaping Gen Z in 2024 and beyond.
1. Technology Focused
Compared to prior generations, Gen Zers were introduced to electronic devices at a much younger age. Older Millennials typically obtained their first cell phone at around 20 years old, while younger Millennials began using smartphones at the age of 16. Gen Z, on the other hand, had access to phones as early as 12 years old. This early exposure to technology has led to an increasing trend of tech-focus among Gen Z individuals. In fact, in a recent poll, nearly half of Gen Zers admitted they felt more anxious without their smartphone than without their money.
Social media plays a significant role in the lives of Gen Zers, with platforms like TikTok dominating their daily routines. Approximately one-quarter of Gen Zers spend up to five hours a day on TikTok, and as this generation matures, analysts predict that Facebook will become one of the top three social networking sites among Gen Z users. In addition to social media, Gen Zers are avid consumers of digital content, with the majority streaming videos, music, and podcasts on their mobile devices. The 2021 US Media Consumption Report revealed that 60% of Gen Zers stream music daily, while 37% listen to podcasts on a monthly basis. On average, Gen Z individuals watch 3.4 hours of video content daily, with Netflix being a popular choice for entertainment.
2. Vintage Revival
Gen Z has shown a growing interest in old items that are marketed with a new focus on sustainability and social consciousness. Marketers are noticing a trend where Gen Zers are gravitating towards products and fashion trends from the early 2000s. Popular Instagram trends like Y2K and the resurgence of low-rise jeans reflect Gen Z's nostalgia for 2000s fashion. Platforms like Depop, which cater to vintage and secondhand items, have experienced a surge in popularity among Gen Z users. Over 90% of Depop's users are under the age of 26, indicating a strong demand for "vintage" 2000s products on the app. Additionally, Gen Zers are retrostrating their tech preferences, with the popularity of videos showcasing old-school devices like flip phones garnering hundreds of millions of views on platforms like TikTok. Brands like CASETiFY have capitalized on this trend by creating iPhone covers that resemble Blackberries, flip phones, and the first iPod. Some Gen Zers are even switching back to corded headphones from wireless AirPods, demonstrating a preference for retro tech over modern wireless accessories.
3. Mistrust of Government and Organizations
Gen Zers have shown a growing distrust towards government institutions and organizations. According to a Pew Research study, 7 in 10 Gen Zers believe that the government should do more to address societal issues. Another survey found that 66% of Gen Zers disagree with the notion that the government has done its best to protect the nation. This distrust extends beyond the government, with low levels of trust towards corporate leaders, traditional media, and religious figures. Only 39% of Gen Z internet users trust brands to protect their data, indicating a general skepticism towards established institutions. This lack of trust may have lasting implications on Gen Z's political views and decision-making processes as they transition into adulthood. Researchers suggest that experiences like the COVID-19 pandemic may further fuel this skepticism and contribute to a more critical outlook on authority figures and institutions among older Gen Z individuals.
4. Embracing Diversity and Fairness
Gen Z is the most ethnically diverse generation in history, with 48% of Gen Zers identifying as minorities, according to the Pew Research Centre. This generation is more ethnically diverse than previous generations, with only 40% of Gen Z individuals in the West identifying as non-Hispanic whites. Research indicates that Gen Zers actively support social diversity and inclusivity, with 62% believing that diversity is beneficial for society as a whole. Recent trends have also shown that Gen Zers are advocating for social justice and inclusivity, with many expressing concerns about racial equality and supporting movements like Black Lives Matter. A survey conducted on the social media platform Yubo found that 88% of Gen Zers believe that Black people are treated unfairly in America, and 4 out of 5 support the Black Lives Matter movement.
In conclusion, Gen Z is a generation that is shaping the future in many ways. From their reliance on technology to their interest in sustainability and social consciousness, Gen Zers are influencing trends and attitudes across various sectors. Their skepticism towards authority figures and institutions, coupled with their commitment to diversity and fairness, showcases a generation that is actively engaged in shaping a better future for themselves and the world around them. As Gen Z continues to grow and mature, their impact on society is sure to be significant and long-lasting.