Youth marketing
min read

Manifesting a Better Reality for Gen Z

Written by
Izzy Hall
Published on
May 17, 2023
Last updated
January 18, 2024

What this article covers

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Gen Zers haven't had it easy over the past few years. They've lived through pandemics, wars, rising inflation, climate change... and they haven't even hit thirty-years-old yet! And whilst this determined generation is starting to fight back, they're relying on brands and places of higher education to help them be their best selves.

So how exactly can you, as brands and youth marketers, manifest a better life for Gen Z? And what are the key stats that you need to be aware of to help engage this generation of digital natives? In this blog post, we'll be sharing eight key takeaways from Joeri Van den Bergh's (Co-founder of Human8) YMS NYC session Are You OK Zoomers? Manifesting a Better Reality for Gen Z. From understanding their social media habits to learning more about how they're really feeling, here's how you can work with, and support, Gen Z.

Gen Z woman smiling into the camera

9 key insights to help you manifest a better life for Gen Z

1. 55% of US Gen Zers admit to feeling highly stressed. Appease this and help them grow by coaching and supporting them, instead of preaching.

2. DE&I continues to be essential for Gen Z, with 40% from the US saying that inclusivity in a brand is important to them.

3. And it's not just the real world where Gen Zers are searching for inclusivity, it's also online: 42% of US Gen Zers say they feel more equal in a virtual environment.

4. This social media-loving generation are distancing themselves from the filtered, perfected life that was favoured by older generations. This is seen through the uptake of apps such as BeReal, which celebrates authenticity and being 'in the moment'.

Two young Gen Z woman smiling

5. Despite this, being on trend still matters to this generation; 65% of Gen Z in the US are into being on trend/trendy brands. In order to stay cool, you need to keep your finger on the pulse - and be prepared to reinvent yourself if needs be!

6. Gen Z are suffering from a confidence crisis. One out of two in the US saying they're often lacking in confidence, and they're turning to the brands they know and love for support.

7. Six out of 10 Gen Zers in the US claim that they're willing to pay more for brands who support their life goals

8. Young people are driven and dedicated, and money, status and prestige are important to them: half of Gen Zers in the US would like to start their own business.

9. Gen Zers spend a lot of their lives online, using it for pleasure, politics and everything in between. 50% of Gen Z in the US say they've participated in an online protest in the past six months.

Two Gen Z women on their mobile phones

Like what you've read? You can watch all of Joeri's session on demand, along with other key sessions from YMS NYC, over on Voxburner+.

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