Gen Z: Key takeaways, data, and strategic insights

Here’s Ipsos' best and freshest data and actionable intelligence on Generation Z for business leaders, policymakers and insights professionals

Gen Z has come of age amidst dramatic cultural and political change, from social media to social justice. How does this next generation see the world? Ipsos has been tracking age cohort perspectives on the personal, the political, and the in-between. Here’s an overview of the latest data.

Key takeaways:

Optimism about quality of life varies by generation — and by region

Just how are things now, compared to what went before? We asked people to tell us whether they feel they will have had a better or worse life than their parents’ generation. (Read more.)

Gen Z trusts most sectors more than older generations

The usual narrative of younger generations being less trusting isn’t the case at all — it’s the older generations that have less faith in most sectors than Millennials or Gen Z. (Read more.)

Around the world, Gen Z feels undervalued by governments

Around the world, Gen Z feels that it’s less valued than Boomers — particularly when it comes to the government. (Read more.)

Teens are comfortable talking about mental health, but fewer are actually doing so

Nine in 10 teens say their mental health has been good in the last month or so, but three in five say they believe the world is more stressful now than it was when their parents or guardians were teens. (Read more.)

A look at Gen Z’s favorite fashion brands

Synthesio Profiler’s analysis of 13 to 25-year-old U.S. individuals interested in fashion offers a look at Gen Z’s favorite brands. (Read more.)

Gen Z is more likely to watch TV on a smartphone

Members of Gen Z tend to be physically alone when consuming media and entertainment, a trend that has major implications for teen development and companies trying to understand them. (Read more.)

Teens see political division as a major threat to their generation

Gen Z feels today’s political chaos. Yes, other things are important too, like racial discrimination, gun violence, and health, but the red-blue divide is first. (Read more.)

Gen Z is more likely than older generations to believe the U.S. has work to do on equality for Black Americans

Gen Z wants to support brands that treat their customers and employees with respect. They pay attention to brand causes and if their mission statements align with their personal beliefs. With so much information available, Gen Z sees the B.S. and doesn’t entertain it. (Read more.)

Gen Z is less likely than earlier generations to identify as heterosexual

Among Generation Z and Millennials, women are slightly more likely than men to say they are equally attracted to both sexes (14% vs. 9%), while men are more likely to say they are attracted only to the same (11% vs. 6%) or opposite (65% vs. 51%) sex. Nonetheless, the of majority men and women in this younger cohort say they are only attracted to the opposite sex. (Read more.)

Gen Z is more likely than prior generations to look beyond the gender binary

Gen Z is, in many ways, “beyond binary”: social norms are changing, with a wide possible variety of lifestyles. This fluidity is something that brands will have to understand – the “types” of people organizations need to look at have extended massively, and implicitly telling people they can only be one thing or the other would be a serious mistake. (Read more.)

Further reading

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