Meet the Future: Gen Z’s Regeneration

When we asked Gen Zers in Europe how they see themselves, perhaps the most surprising finding was that they were 2.4 times more likely to describe themselves as introverts than extroverts.²

But make no mistake—just because Gen Zers may prefer connecting through their smartphone rather than in person doesn’t mean they’re not in the midst of changing the world.

What does it mean to be the first generation of digital natives—to have grown up with your mobile device as your window to the world? Gen Zers recognize the power that comes with having access to so much information. Sometimes they find it overwhelming. But mostly, they appreciate that with this great power, comes great responsibility. This translates into a drive to be constantly learning—and an obligation to transform what they learn into meaningful action.

The vast majority of Gen Zers globally believe it’s important to develop new skills throughout life (79%) and stay well-informed about things (77%).³ This year, as COVID-19 has shuttered many in-person classrooms, we've seen Gen Zers' desire to learn shift even more to digital, with a marked increase around the world in conversions on Facebook around online education.⁴

Many Gen Zers share a powerful belief that they can and will change the world for the better—whether that means taking on social injustice, sustainability or another cause.

We’ve observed previously that Gen Zers embrace their individuality and complexity, seeing their diversity as an asset that should be reflected in the media surrounding them. In fact, 71% of Gen Zers surveyed globally would like to see more diversity in advertising.⁵

We also know that the pandemic has heightened this generation's passion for sustainability: Globally, they’re 1.2 times more likely than average to say it’s become more important to reduce their environmental impact.⁶ And in Europe, 61% of Gen Zers say they’ve become more interested in activism and social causes since the pandemic began.²

Across Facebook and Instagram, we’ve watched people of all ages around the world raise over $100M for COVID-19-related fundraisers since January 2020.⁷ But Gen Zers surveyed globally were more likely than other generations to have made their first charitable donation since the pandemic began.⁸

However, it’s critical to note that Gen Zers don’t plan on bettering the world alone: They expect brands to play their part too. Among Gen Zers surveyed in Europe, more than half—and up to 69% in the UK—expect brands to make their stances on social and political issues known publicly.² And Gen Zers globally agree, with 79% saying it’s become more important for companies to behave sustainably.⁶

What matters to Gen Zers when deciding where to shop and which brands to buy?

Gen Zers see shopping as an expression of their values. They care about whether they’re buying from a brand they can be proud of. But they also prize efficiency and convenience. In fact, they expect brands to show up where they are, and they like the right products to find them.

Cost isn't the only concern for many Gen Zers when shopping. For example, Gen Zers in the UK are less likely to be focused on price and 1.4 times more likely to say they'd pay a premium for eco-friendly products.⁷

A challenge this digital-first generation faces when shopping is having too many options, with 67% of Gen Zers globally saying there’s too much choice online.³ Key to addressing this may be facilitating easier discovery with personalization. By connecting through personalization and by surfacing authentic brand values, marketers can effectively draw Gen Zers in and build enduring loyalty.