Generation Z is poised to make great changes.
The new report Gen Z: Building a Better Normal by Wunderman Thompson Intelligence features five sections covering young people’s opinions on careers, identities, communities, activism, and brands. It draws from interviews conducted with 1,000 Americans between the ages of 16 and 24 in October 2020, as well as global insight into the same group throughout the year.
This generation is motivated by self-belief and pragmatism. They are also optimistic and aware that they can’t do it alone. Gen Zers look to influential people and companies to help them shape positive change. They demand ethics, transparency, and new values. Their mission is to “do better”. 85% of Gen Zers believe that brands should have a purpose beyond profit, and 80% think they should improve people’s lives.
Wunderman Thompson Intelligence published its first comprehensive coverage of Generation Z in 2015. They noted that this group was growing up during difficult times, and they were learning from older generations’ mistakes. In 2020, the world is even more difficult with a pandemic worldwide and new socioeconomic norms. The same maturity, passions, and global awareness continue to drive this new generation to achieve better. They are the first digital natives, which has helped them in their journey. They can find and create communities of like-minded people, collaborate to solve big problems, and challenge the outdated system.
