What is Gen Z’s take on the future? Are they optimistic or pessimistic? What global issues are keeping them up at night? How do they look at gender diversity and how will they tackle injustice?
The following infographic, based on data from proprietary quantitative research amongst 1,075 consumers (458 Gen Z, 212 Gen Y, 194 Gen X and 211 baby boomers) in Australia, highlights how this generation will contribute to a more sustainable future and what this means for brands.
53% of Gen Z in Australia feels uncertain about the future. The global issues Gen Z would like to tackle are global warming & climate change (40%), poverty (37%), racism (35%), health problems and virus outbreaks (30%), economic crisis and unemployment (22%), terrorism (21%), suppression and abuse of women (20%), LGBTQIA+ rights (18%), and gender inequality (21%). Breaking gender stereotypes is another theme that is significantly more present in Gen Z’s daily lives. 54% believes there are still too many gender stereotypes, 47% recognizes that gender identity can change over time, and 45% knows someone who prefers to be addressed with gender-neutral pronouns.
Social media makes it easy for Gen Z to use the collective power of their clicks to fight injustice. In fact, 28% follows social-media accounts about social justice, 22% voices their opinion about social issues on social media, and 12% participates in (online) protests.
So, what does this mean for brands? Gen Z challenges brands to demonstrate their ongoing social impact. Brands that try to jump on the bandwagon with one-off actions risk being called out for green-washing or rainbow-washing.
Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!
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