Marketers looking to get under the skin of Gen Z consumers might need to rethink their targeting strategies, with a new study claiming this cohort are reigning in their strict opinions on societal, political and environmental issues, in a classic case of “you grow up and you calm down”.
According to a new Gen Z report from consumer research company GWI, Baby Boomers are now much more in tune with the world, with 70% believing all people should have equal rights, while just 60% of Gen Z feel the same, representing a significant decrease of 15% in the last five years.
It is claimed that report goes on to bust the myths associated with this group, born between 1997 and 2012 (aged between 12 to 27) and their thoughts and feelings around societal issues.
The research also suggests that Gen Z is now more inward looking, with more of them expressing an interest in fashion (36%) and beauty (32%), than anything else.
In fact, only a quarter claim they are interested in the environment (26%) and politics (27%). while a similar proportion (23%) express no interest in wider issues like current affairs, business and society.
While the expectation of this generation might be that they are fronting protests, the data shows that they are no more likely to have an interest in politics or the environment than the average person in the UK.
And despite 44% still holding the belief that it is important to help others before themselves, this is dwindling over time – dropping by 12% since 2020.
Another assumption that has come into question is the view on traditional values. In the last five years, the number of Gen Z who describe themselves as traditional has increased by 9%, while the number who have kids has increased by 76%.
GWI trends analyst Chris Beer said: “Gen Z appears to be disengaging with politics and isn’t as passionate about the environment as previously thought, instead turning inward. It’s fair to say this generation is gripped with ‘main character energy’ and it’s affecting their outlook substantially.
“We’re seeing this generation growing older, and views and behaviours are entrenching. In 2020 the oldest Gen Zer was 23 and many of them were students, with an idealistic view of the world, during an unusual lockdown period.
“Since then, more of them have gone through the early rites of passage in life – getting married, having kids, and generally settling down – all of which typically makes people more conservative.”
Related stories
Brands urged to tap into rise of ‘impulsive’ under-40s
AR or bust: JSYK Gen Z think immersive retail is dope
Young will shun poor ESG firms – do they mean it man?
Anxious GenZers expect brands to embrace the P-word
GenZers are workshy, selfish and greedy, say millennials
TV and press paying the price for slagging off GenZers
