Gen Z lives in a state of permacrisis: What does this mean for brands?
More than half of Gen Z say are feeling overwhelmed by modern life and almost two-thirds wouldn’t be surprised if the world ended in 50 years. But is this a depressed, worried, “woe-is-me” generation? Not by any means, explains Howard Parry-Husbands, CEO of Pollinate.
New research we did in partnership with Secret Sounds Connect earlier this year clearly shows that Gen Z are feeling increasingly overwhelmed with life and fantasising about getting away to figure out the meaning of it. But they don’t feel like victims; instead, they are controlling what they can by taking care of themselves and having fun now.
Asked to name their priorities for the next five years, “travelling the world” was mentioned by 60% of the Gen Z people we talked to. It was their #1 priority, followed by “improving my physical health and fitness” with 57%, “growing my savings” with 49%, and “prioritising my mental health” with 43%.
It’s been said before, but it absolutely bears repeating: Gen Z is very different from the generations that have gone before them. Modern life is taking a heavy toll on Gen Z’s mental and emotional states and they’re reacting by taking a step back and prioritising quality time and fun – instead of working hard now to have it later.
Unlike previous generations, they don’t want to buy homes or have families. They want to travel, express themselves how they wish, work on side hustles, work on the smaller things in life, and work on themselves.
They are pushing back on the traditions that have shaped so many generations before them. They want to be empowered in their life decisions and focus on the here and now. But to assume they are selfish or totally self-absorbed would be a big mistake. They aren’t selfish; they are prioritising the things that means the most to them including their physical and mental health and their quality time with friends and family. Just because they’re shirking the expectations placed on them by older generations doesn’t mean they’re in the wrong: they reject those expectations because they are unrealistic.
From a marketing and communication perspective, Gen Z are a very different kettle of fish and must be treated as such.
Marketers need to understand Gen Z’s emotional state and create meaningful connections to them, which means talking with them not at them. They should help Gen Z feel empowered, not pitied, as they want to feel in control. By focusing on the now, brands with messaging that encourages a sense of spontaneity and enjoyment will win out over those who don’t.
Gen Z are changing the very definition of cool, and marketers need to understand that it is now more complex, and harder to fake. Being cool is all about standing on your own and not caring what others think. In fact, Gen Z would rather be seen as being authentic than being cool which is itself the cooler option.
What does this mean for brands? They should encourage individuality and personalisation. Gen Z don’t want to be put in a box; they want customisation options that champion their uniqueness. Brands should also prioritise genuine messaging and avoid trying too hard to fit a particular mould. Emphasising real stories, diverse representations and relatable content can all enhance a brand’s authenticity.
Young people have been disproportionately hit by the pandemic. They are enduring economic lows, global uncertainty and the psychological effects of lockdown isolation. They are up against a challenging mix of mental health, economic and social impacts resulting in an often-bleak sense of today and an uncertain future.
It’s time for a change. Right now is when brands need to stop doing what has “always worked” and instead listen, learn, and deliver. Gen Z will always respond in kind.
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How can you apply the same stereotype to an “entire” generation?
I thought we were beyond stereotypes?.. hello 2024!
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