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:

 

Gen Z spends plenty of time online — but not all in the same places. 

In the UK, Ipsos iris data reveals that 98% of the online population used social media in January 2025. The trend is even more pronounced among the youngest of the internet population; among 15-24 year olds, 64% of time online is spent on social media, averaging 3 hours and 58 minutes a day — a pattern that is mirrored at the global level. But not everyone online is in the same place, with gender gaps being particularly pronounced. (Read more.) 

Younger fans show stronger engagement in fandom and fan communities 

Younger Americans (under age 34) are twice as likely to say they are fans of specific brands and specific athletes than older Americans (ages 55+). They’re four to five times as likely to be fans of celebrities and influencers (often used to deliver brand messages and endorsements) and four times as likely to be fans of video games, a channel to reach young people on. All of this is good news for brands, because younger consumers are notoriously hard to reach and younger fans are more than twice as likely to say they are more likely to buy products or services from sponsors of things they are fans of. (Read more.) 

Globally, younger people are attracted to responsible brands

According to the 2024 edition of Ipsos Global Trends, comprised of more than 50,000 interviews across 50 markets, Millennials and Gen Z are more inclined to seek brands that reflect their personal values and choose brands that act responsibly, even if this involves spending more. (Read more.)

The attributes that influence Gen Z shoppers 

Authenticity and transparency remain critical for people seeking guidance on their purchases — but younger shoppers put a premium on personality. (Read more.)

The real generational gap on climate change

In the public imagination, Gen Z is often seen as a uniquely eco-conscious cohort — yet younger Americans’ attitudes on the causes of climate change generally fall in line with those of the general population, according to the Ipsos Consumer Tracker.  The real generational gap? Younger Americans are much more pessimistic on the prospects of reducing the effects of climate change, particularly as individuals. (Read more.)

Pet ownership is surging among younger Americans

Eight in ten younger households (18-34) now have a pet, according to the Ipsos Future of Pets survey. That’s 10 percentage points more pet households than in 2018, before the pandemic. (Read more.)

Younger Americans are spending more on holiday gifts

Half (53%) of 18- to 34-year-olds said they plan to spend more than last year this holiday season. In comparison, 29% of 35- to 54-year-olds, and just 18% of those over 55, intend do the same. (Read more.)

Globally, Gen Z women are most concerned about mental health 

The gender gap on mental health is much greater amongst young people. Fifty-five per cent of Gen Z women choose mental health as one of the biggest health problems, compared to 37% of Gen Z men. Amongst the oldest generation in this survey, the gap between men and women Baby Boomers is much smaller (27% and 26% respectively). (Read more.)

Gen Zers are more worried than the average adult about using their free time

Nearly half of Gen Zers say they have productivity FOMO when they’re relaxing. Many worry about having enough time for hobbies or being able to afford them. Or even about being able to get away from work long enough to take vacations. Almost one in five Gen Zers stresses about picking the wrong vacation destination. (Read more.)

Three in five Americans say chronic absenteeism in K-12 schools is a major problem

Though chronic absenteeism isn't parents' number one problem, nine in ten (92) say that it's a problem, with 56% saying it's a major problem, according to a recent NPR/Ipsos poll. (Read more.)

Gen Z is most likely to identify as LGBT+

Ipsos' 2024 Pride Survey finds that Gen Z is the most likely generation to identify as part of the LGBT+ community (17% on average across 26 countries) — though there's a gender gap on the desire for on-screen representation.  (Read more.)

The scenarios teens are optimistic — and pessimistic — about

Today’s teens are coming of age in a fast-changing world, and they’re doing it differently than teens of the past. (Read more.)

Gen Z is pessimistic about the impact of individual actions on climate change

As attitudes on climate change shift across global countries, Gen Z  men remain most skeptical of the impact of individual actions. (Read more.)

Gaps on gender equality across generations

Ipsos’ 2024 International Women’s Day report found that 60% of Gen Z men across 31 countries think women’s equality discriminates against men, with Millennials and Gen Z being less in favor of gender equality than older generations. (Read more)

A look at Gen Z’s media consumption

Nearly half of Americans still tune into one of the three legacy networks (ABC/NBC/CBS) regularly. Networks just edge social media as a regular news source. The generational story is important. And since there’s no real reason to believe that our news consumption is related to our life stage, it’s fair to think of this as a legit generational shift. Which has big implications for our news media, our social platforms and frankly our democracy and understanding of the world around us. (Read more.)

Further reading

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