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.
How can you apply the same stereotype to an “entire” generation?
I thought we were beyond stereotypes?.. hello 2024!