Gen Z, a generation that contains multitudes, is changing fast. They are known for their values and activism—and for good reason: 30% of Gen Z adults and 23% of Gen Z teens look for brands that help make the world a better place; 52% want the brands they use to be involved in activism. Yet as they are still young—with most not yet working full time—many need to be cost-conscious. Gen Z will continue to form and prioritize values but—in the short-term—may also choose price over those values. An example: fast fashion brands Boohoo and Shein have exploded onto the scene thanks to Gen Z. Gen Z finances will evolve—and they will keep pushing brands toward stronger ethics.
Gen Z in 2021: Infographic Highlights
- Gen Zers make up nearly 18% of the population—a smaller percentage than Millennials, Boomers, and Gen Xers
- They are more likely than other generations to describe themselves as lonely, creative, and unique
- Gen Zers love YouTube and 62% visit the platform multiple times a day
- Their Top Six Leading Concerns:
- 28% Climate change and protecting the environment
- 27% Unemployment
- 26% Healthcare/disease prevention
- 19% Crime/personal safety
- 19% Education, skills, and training
- 19% Sexual harassment
- 52% say that Amazon is their favorite ecommerce site, making it the most popular
- During COVID, 61% of Gen Z adults and 70% of Gen Z teens made most of their purchases online
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Additional Sources: Mintel, “Gen Z Beauty Consumer, U.S.,” August 2021, Business of Fashion, “Why Fast Fashion Still Has Gen-Z’s Heart,” 11 October 2021
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