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Creative, resourceful, and eager to make an impact, Gen Z is a generation capable of reshaping culture on a global scale. To unpack what a future led by Gen Z will look like, we’ve created this deeply human perspective to truly understand this generation’s unique point of view and outlook on life. In an age of mounting intergenerational conflict, which areas of affinity have persisted between youth cultures and where does Gen Z break apart? And how can brands speak meaningfully to a generation so empowered to speak for itself? Now, in our third wave of youth research at MW Truth Central, The Truth About Gen Z places lived experience at the heart of its analysis. With over 30,000 participants across 26 different markets, our proprietary data represents a truly global investigation into Gen Z culture. And backed by our new Gen Z Anthropologist Network—a global collective of young, impassioned voices acting as our eyes and ears on the streets—this study offers intimate and varied perspectives from the generation that we’re all closely watching.
In 2021, no understanding of youth culture would be complete without first addressing the effects of a once-in-a-lifetime pandemic. With over 100,000 responses from 9 waves of research (and counting), The Truth About Culture and COVID-19 initiative has informed our latest Gen Z perspective by closely monitoring how this next generation is responding to one of the most tumultuous periods in living memory.
The Culture Makers
Gen Z has taken culture into its own hands. The gatekeepers of days past—elders, exclusive platforms and institutions, local geographies—are being eclipsed by a self-selecting generation with the tools to curate and popularise their own interests among the mainstream.From viral sociocultural movements to indie songwriting careers launched through TikTok, Gen Z is all about breaking down barriers to cultural access and uplifting those beyond the privileged status quo. Indeed, 58% of Filipino Gen Z agree that the best way to come up with a creative idea is to bring together a group of people that look different and think differently. Far from popular misconceptions of Gen Z as herd-followers, this cohort values innovation, creativity, and true authenticity above all else. 63% of Filipino Gen Z agree that it is more important for them to express their individual identity (vs. that of their community), and as one of our teen anthropologists explained to us, “being self-sufficient and unapologetically yourself is inspiring to me, and that’s what I’m trying to emulate.”
The seismic impact this generation has had, and will continue to have, on culture cannot be underestimated. Gen Z is already the largest generational cohort, and their influence as well as their spending power grows by the day. Brands must look to embrace these core ideals of Gen Z—openness, creativity, and authenticity—and consider how they can help empower this generation with the tools they need to make their vision of culture a reality. Because Gen Z has made it clear that if an institution, a tradition, or a brand no longer feels fit for purpose, they are more than happy to create their own alternatives. “
We are trend setters and trend makers. We believe in different ways. Of living different lifestyles.”–Gen Z Anthropolgist, U.S.
The Connection Paradox
Gen Z is now confronting the reality that unlimited access and connection has its consequences. What we’re now seeing is a paradoxically connected-but-lonely generation for whom satisfying connections are increasingly hard to come by.Despite being born into a world of ubiquitous opportunities for communication, 64% of Filipino Gen Z say they often feel lonely even when surrounded by friends and family. Across our millions of data points, this is one of the starkest generational over-indexes we have ever observed. And as the recent ‘loneliness pandemic’ has emphasised, digital intimacy has its limits, with a striking 76% of Gen Z globally agreeing that emotional connections today are weaker than they were in the past, and that number goes up to 89% for Filipino Gen Z.
In terms of where we go from here, there has never been a more important time to focus on addressing the state of mental health among this next generation. From the rise of digital support groups to viral memes about anxiety and depression, Gen Z identifies strongly with narratives of isolation and are creating their own culture around mental health to suit their own needs. Because despite all the progress that’s been made in destigmatizing these conversations, mental health issues remain the #1 most difficult thing for Gen Z to discuss with loved ones, ahead of relationship problems or money troubles. In these challenging times, the call for support and new resources is stronger than ever, and there is endless opportunity to get involved. Because Gen Z has shown that true solutions can come from anyone and anywhere. From using in-game universes as modern hangout spaces to seeking positive messaging in the comment sections of lo-fi hip-hop beats videos on YouTube, this generation is both pragmatic and open-minded when it comes to finding new mental health solutions. Gen Z believes that the solutions they’re looking for can come in many forms. In that light, all brands must consider how they can help support a generation looking to improve their overall well-being.
“These days if we’re not comfortable with someone, there is no commitment or sorrow in leaving.”–Gen Z Anthropolgist, Mexico
Action is Non-negotiable
From our very first youth research study in 2011, an evergreen truth is that young people have always taken to the streets, bearing the torch for social action at a grassroots level. What’s new is a networked culture of accountability that empowers Gen Z to make a difference from the top down as well as the bottom up. And while this generation is by no means a monolith acting in perfect lockstep, there is a common existential desire to effect change ‘before it’s too late’ and to undo the mistakes of former generations.This is deeply felt in the arena of social justice, with 1/3 of Gen Z globally agreeing that the pandemic has highlighted existing inequalities throughout society. But it’s not all callouts and cancellations. By drawing attention to systemic problems, Gen Z invites systemic brand action—and rewards it with their loyalty. Because this is a generation that is certainly willing to vote with their wallets, with 69% of Gen Z agreeing that they’d be prepared to pay more for a product if the brand supported an issue that they care about. For a generation forged in crisis, Gen Z remains remarkably confident in their own abilities to address the major global problems of our time. They’re passionate about personal and collective responsibility in equal measure, with 74% of Gen Z believing that their generation has the power to change a brand’s practices for the better. It’s vital that all brands recognize their ability to serve as powerful allies to drive meaningful change. When we meet young people’s calls to action, we are investing in their future—a sustainable, equitable future—which for Gen Z has never been a given.
“We now realize our voices can really make a difference. It’s not like because I’m sitting in a small town in some country that I’m just absolutely no one. My significance has increased.”–Gen Z Anthropolgist, India
Methodology
The research behing the Truth About Gen Z has been a truly global initiative, spanning 26 markets all around the world with over 32,000 participants. And that number includes over 5,000 interviews with Gen Z specifically to ensure that we’re capturing their unique perspective.
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