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, using data from proprietary quantitative research amongst 6.584 consumers (Gen Z, Gen Y, Gen X, BB) from six European markets (Belgium, France, Germany, Sweden, the Netherlands, the UK), highlights how this generation will contribute to a more sustainable future and what this means for brands.
Infographic summary
51% of Gen Z in Europe feel uncertain about the future. The global issues that Gen Z would like to tackle are poverty (41%), racism (37%), global warming & climate change (33%), terrorism (27%), health problems and virus outbreaks (23%), the economic crisis (22%), genre inequality (21%), suppression and abuse of women (21%), and LGBTQI+ rights (13%). Breaking gender stereotypes is another theme that is significantly more present in the daily lives of Gen Z. 53% believe there are still too many gender stereotypes, 50% recognize that gender identity can change over time, and 36% know 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, 26% follow accounts about social justice on social media, 23% voice their opinion about social issues on social media, and 15% participate 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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