Gen Z Complexities: You've Only Heard Half The Story
Over two years into a global pandemic, along with rocketing inflation, climate disasters, and now, Russia’s war on Ukraine, Gen Z is growing up and navigating a complex and uncertain world with the rest of us — but they’re handling it all in surprising ways. Gen Z, young people born after 1997, is rethinking foundational elements of day-to-day life, from building decentralized networks of emotional support to advocating for greater responsibility from brands to questioning the role they want work, money and relationships to play in their lives.
Building on our “Gen Z 2025” report, members of our new Youth Culture Practice have challenged the common assumptions of the Gen Z narrative. They’ve examined related tensions and contradictions, revealing the nuanced behaviors and attitudes driving not just Gen Z’s future, but those of your organization‘s rising consumers, employees and the future leaders of tomorrow.
As Gen Z gains economic, social, and political power, the changes they'll look to make will be structural, but not superficial.
Do you know what Gen Z is up to?
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Over two years into a global pandemic, along with rocketing inflation, climate disasters, and now, Russia’s war on Ukraine, Gen Z is growing up and navigating a complex and uncertain world with the rest of us — but they’re handling it all in surprising ways. Gen Z, young people born after 1997, is rethinking foundational elements of day-to-day life, from building decentralized networks of emotional support to advocating for greater responsibility from brands to questioning the role they want work, money and relationships to play in their lives.
Building on our “Gen Z 2025” report, members of our new Youth Culture Practice have challenged the common assumptions of the Gen Z narrative. They’ve examined related tensions and contradictions, revealing the nuanced behaviors and attitudes driving not just Gen Z’s future, but those of your organization‘s rising consumers, employees and the future leaders of tomorrow.
As Gen Z gains economic, social, and political power, the changes they'll look to make will be structural, but not superficial.
Do you know what Gen Z is up to?
