Are Gen Z as woke as we think they are?

Four young adults with rainbow flags sitting on steps, using smartphones and engaging in conversation outside a building with red doors.
Published by
Alexandra Haider
Published on
July 3, 2024
Last updated
July 3, 2024
A 3D spring illustration

Are Gen Z as woke as we think they are?

Four young adults with rainbow flags sitting on steps, using smartphones and engaging in conversation outside a building with red doors.
Published by
Alexandra Haider
Published on
July 3, 2024
Last updated
July 3, 2024

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“Gen Z is woke”

“Gen Z are the woke generation”

 

“Gen Z are anti woke” 

“Scrabble goes woke for Gen Z”

“Gen Z is too woke”

When it comes to Gen Z’s ethical affinities, one stereotype in particular has held strong. Gen Z are snowflakes. They’re intolerant to any opinion that isn’t excessively liberal – and they’re quick to denounce anyone who doesn’t beat the same drum.

We’re living in a world of enhanced scrutiny. Marketers want to speak the language and slang of young consumers – but they’re worried about what hits the mark and what completely misses it.

How true is this typecast? Are Gen Z as woke as they’re made out to be? Are they big on cancel culture? Are they shaping an age of woke culture? Or is this an unjust cliché? 

Well, hold tight, because we’re about to demystify it once and for all.

Pulling exclusive data from 4,000 Gen Zers in the UK and the US, this report explores Gen Z's attitudes, behaviors, and engagement with social issues. We look at how stringent cancel culture is, explore ethical issues, give marketers a more nuanced understanding of what being woke actually is, and share examples from brands who got it right.

Download now.