8 characteristics of Gen Z in 2024

It’s simple to imagine that in the event you’re the identical age as somebody, you’ve had related life experiences. That holds as much as some extent; individuals begin and finish college at roughly the identical time, for instance. However whereas life’s milestones characterize moments of relatability, they neglect the distinctive experiences that formed who we have been as people at the moment. And this is the reason wanting past demographic client knowledge is so essential to essentially figuring out your viewers.

By digging deeper into psychographics, we will discover how customers actually really feel, and the place key variations of their views, habits, life, and preferences lie. So in relation to Gen Z, probably the most various audiences round, what’s truth and what’s fiction? We’re right here to set the report straight. 

Who’re Technology Z?

Gen Z are the technology after millennials, and earlier than Gen Alpha, so roughly talking, they have been born between the mid-Nineties and early 2010s. 

They’re the primary technology of “digital natives”, by no means figuring out a world with out the web. This, coupled with the actual fact they’d a worldwide pandemic and a price of dwelling disaster to take care of throughout their youth, has profoundly impacted their character and values, making them an enchanting viewers to become familiar with. Listed below are 8 Gen Z traits price figuring out – in keeping with actual client knowledge.

Key traits of Technology Z

They’re rising up

They’re prioritizing saving cash

They like to journey

They’re liable to anxiousness

They see gaming as greater than a pastime

Their environmental attitudes aren’t as robust as you suppose

They may outline AI adoption

They form tradition via social media

1) They’re rising up

You may consider Gen Z as younger customers who’re glued to their telephones. However in actuality, they’re climbing the company ladder, shopping for their very own properties, getting married, and beginning households; and by default, coming into contact with new services for the primary time. Consider a number of the extra routine issues in life, like residence insurance coverage, mortgages, and dishwashers. 

11% of Gen Z count on to get engaged or married within the subsequent six months

Whereas this speaks to older Gen Zs, the youngest on this technology are solely simply coming into larger training. These youth spotlight the variations between Gen Z on all sides of the age spectrum, with some saving for a marriage, and others saving for textbooks. It’s true they could share some traits, however reveals why you have to look past age alone.

2) They’re prioritizing saving cash

In 2022 we noticed tales revealed surrounding Gen Z’s luxurious spending habits. Some benefitted from time dwelling at residence through the pandemic, that means they may save their hard-earned cash moderately than spending it on lease.

They’re the technology almost certainly to say they save as a lot cash as they need to every month, but additionally the almost certainly to say their precedence for 2024 is saving extra money. So why are these younger customers so cash-conscious?

40% of Gen Z households are within the low-income bracket – and 25% extra prone to be so than the common client

Whereas life strikes on, and this technology grows up, rising prices are placing stress on and curbing their ambitions. Manufacturers have to hold this in thoughts as future Gen Z customers behave in a different way down the road.

3) They like to journey

Gen Z’s standout priorities for 2024 are centered round self-enrichment: issues like beginning new jobs, studying new expertise, studying extra, or discovering love. And whereas they aren’t as doubtless as their older counterparts to say touring extra is a precedence, 38% of Technology Z are nonetheless seeking to discover extra this yr – at residence and overseas.

Since Q2 2022, the variety of Gen Z who’ve bought home trip tickets within the final 3-6 months has grown 15%

Whereas just one in 10 are shopping for holidays overseas, 1 in 4 have been shopping for home holidays within the final 3-6 months – a determine that’s rising. We’re seeing ambition balanced by finances constraints, and Gen Z are making the most of home trip planning for price and comfort.

4) They’re liable to anxiousness

Of all generations, Gen Z are almost certainly to say they’re liable to anxiousness. That is particularly the case amongst these in Austria (2.15x extra doubtless than all customers), Taiwan (1.98x), and Germany (1.98x). To make issues worse, the quantity who say that is on the rise.

29% of Gen Z say they’re liable to anxiousness

There’s a whole lot of context for why this could be. Local weather change little question will have an effect on them most, residence possession appears like a distant prospect for a lot of, and Covid hit their research laborious. The concern right here is that it’s a rising challenge, with the variety of Gen Z liable to anxiousness rising in 31/51 markets we’ve tracked since Q3 2022.

As extra Gen Z enter the office, it’s a giant issue for employers to contemplate. Staff who say their employer provides psychological well being assist have a greater work-life stability, higher general office tradition, and a greater wage/compensation. These staff are sometimes extra engaged and glad, and advantages like these have turn into a necessity for attracting and retaining prime expertise.

5) They see gaming as greater than a pastime

Which of those do you suppose is the least off-putting dialog subject for Gen Z singletons on a date: sports activities, popular culture, or gaming? Because it seems they’re the almost certainly of all generations to play video games, and at the same time as they get older and tackle extra duty, they’re nonetheless discovering time for severe button mashing.

75% of Gen Z players have performed on-line within the final month, rising to 81% for Gen Z with kids

Gaming is ingrained in Gen Z’s tradition. Manufacturers seeking to hook this technology ought to dip into psychographic knowledge to seize the distinctive manner Gen Z interacts with this exercise, as this can higher inform correct depictions of players of their advertising and marketing campaigns.

6) Their environmental attitudes aren’t as robust as you suppose

Many see Gen Z because the environmental technology, taking to social media to voice their concern about local weather change. However for all of the posts or the protests you may see, it’s not so black and white.

Gen Z are as doubtless as another technology to say serving to the setting is necessary to them

There’s nothing distinctive about their environmental views, so we will take a look at different generational attitudes to present a extra rounded perspective. Gen Z are the least doubtless technology to say they all the time attempt to recycle, whereas millennials usually tend to pay further for an eco-friendly model of a product, and child boomers usually tend to need manufacturers to be eco-friendly.

So whereas there’s some fact to what you hear about Gen Z, it’s necessary to have a 360-degree view of their attitudes. Eco-consciousness is one thing all manufacturers ought to keep in mind by now, because it impacts customers past Gen Z alone.

7) They may outline AI adoption

AI took the world by storm in 2023, and there’s little question individuals have a mixture of pleasure and concern concerning the expertise. Many don’t belief AI instruments, and a few aren’t snug utilizing them – however surprisingly, the identical can’t be stated for Gen Z.

In 12 markets, 68% of Gen Z say they’ve used an AI device prior to now month, with ChatGPT their most popular platform, adopted by Google Bard and Bing AI Chat. They’re utilizing these instruments steadily however, greater than that, are assured with their output too.

59% of Gen Z say they belief AI-generated info loads/fully, in comparison with simply 33% of child boomers

As AI turns into a mainstay, how Gen Z use the expertise may very well be checked out as a bonus for employers. By placing the correct programs in place for testing and safety, and making coaching and upskilling a focus, AI adoption may choose up in a short time.

8) They form tradition via social media

Social media is central to Gen Z’s life. 86% say they’ve introduced it up of their conversations within the final week, in comparison with 47% of child boomers. The platforms they use form the tradition they devour, however that is the place some new views are available in. 

Exterior China, Gen Z are the technology almost certainly to make use of TikTok (no shock there), however they aren’t the technology who say they spend most of their time on it, or imagine it has essentially the most affect in shaping tradition traits – that honor sits with child boomers. Who knew?

For Gen Z, Instagram is the app that’s actually shaping their creativeness. They’re the technology that’s almost certainly to make use of the platform to seek out content material, and least doubtless to make use of it to be in contact with mates or household. For manufacturers, it’s not nearly being on the platforms customers are spending essentially the most time on, however understanding the apps that form their tradition.

The underside line 

There’s much more to Gen Z than stereotypes might recommend. They’re carving their path in a really unsure world, juggling their need to hunt journey wherever they will with their want for stability by saving for a wet day.Whereas they could be younger, they’re on account of overtake millennials as the biggest technology, so if manufacturers need to keep related, they really want to concentrate to right now’s “it” client, and the distinctive pockets of variety inside this viewers pool.