"Gen Z being one of the most researched and analysed generations in history; our habits, values, and behaviours being topics of intense fascination for nigh-on a decade now. It aptly touches on Gen Z's innate symbiosis with the internet and social media from childhood, making us, by default, easier to analyse and build data sets on than our predecessors."
"We stand to become one of the highest spending generations by 2035, and both agencies and marketers are vying to get ahead of the curve. The article rightly notes that our generation has been shaped by unique conditions including the social internet, economic instability, climate anxiety, the pandemic, and the rise of AI."
"These conditions have impacted everything; from living with parents longer and staying in education longer, to having children later - or not at all - and binning off marriage. Then there's the utilisation of Gen Z stereotypes and cultural narratives for clicks and engagement."
Gen Z, born between 1997 and 2012, has become one of the most researched and analyzed generations in history. Their deep connection to the internet and social media from childhood makes them easier to study and analyze than previous generations, enabling detailed data collection. Multiple factors drive commercial obsession with this generation: they are projected to become one of the highest spending generations by 2035, and their behaviors have been shaped by unique conditions including social media, economic instability, climate anxiety, the pandemic, and AI. These circumstances have influenced major life decisions, from extended education and delayed home ownership to postponed or rejected marriage and parenthood. Media outlets frequently utilize Gen Z stereotypes and cultural narratives to generate engagement and clicks.
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