We reached out to Amanpreet Singh Gulati, marketing head of the app GoSocial and one of the people featured on this list for defending Gen Z, to hear about his experiences working with the younger generation and what inspired him to tweet about them. "In the past and present, I have hired Gen Z, and we are also working with several Gen Zers. The young minds I see around me are bursting with vigor and creativity, so I decided to write down my ideas." We also asked him if he thinks Gen Z tends to be undervalued by their elders. "It does happen sometimes, but not always. Many in the industry admire Gen Z and make sure they have equal opportunities, regardless of their age," he told us.
Next, we wanted to know what he thought about people who make assumptions about Gen Z like that they "don't want to work". "No generation can be generalized in this way," Amanpreet says. "Every generation consists of individuals of all kinds. Generation Z is more creative and tends to look for smart work than hard work, which is not necessarily a bad thing. We just need to know how to harness that different energy." Lastly, he wanted to add that, "Young minds always bring new perspectives and help you innovate. Gen Z members on your team will help you keep up with trends and changing buying behaviors. It is always great to have them on your team."
Gen Z, also known as Zoomers, iGen or Centennials, includes anyone born between the years 1997 and 2012. In the United States, they’re the most ethnically diverse and largest generation, making up 27% of the nation’s population. Politically, American Gen Zers tend to align themselves with millennials but with a more pessimistic mindset. 68% of them feel “the US is headed in the wrong direction”, which is more than any other older generation. These beliefs motivate many of them to be politically and socially active. While Gen Zers often get lumped into stereotypes about how fragile and sensitive they are, they also consider themselves to be the most accepting and open-minded generation.
Almost half of Gen Z in the US is made up of minorities, and many of these young people passionately support social movements like Black Lives Matter, transgender rights and feminism. While they have grown up with access to the internet and smartphones, Gen Zers much prefer getting their entertainment through social media and streaming services, rather than traditional cable. In fact, they spend as much time on their smartphones as older generations do watching television.
While this generation tends to get a bad rap from their elders, they have plenty of positive qualities that are often overlooked. Their open-minded and accepting attitudes are leading us towards a more progressive society. For example, about half of Gen Zers believe same-sex marriage is positive for society, compared to only 27% of boomers. Gen Z is also more inclusive when it comes to gender identity. 59% of Gen Z says that forms asking for someone’s gender should include more options than simply “man” and “woman”, and 35% of Gen Z say they know someone personally who prefers being referred to with gender-neutral pronouns.
We also cannot ignore the challenges Gen Z is now having to face by entering the workforce amidst the Covid-19 pandemic. In 2020, this young generation of workers was particularly vulnerable to job loss due to their saturation in the high-risk service industry. With much of this generation being in college or right out of college when the pandemic hit, these kids deserve to be cut a little slack.
Gen Z is also more concerned about taking care of their health than older generations. 72% of them view healthy eating as “an integral part of both their physical and mental health”, and 60% of them believe the pandemic’s most important effect on society will be an increased emphasis on taking care of our health. In terms of how Zoomers prefer to eat, they are more inclined to reach for whole, organic and plant-based foods, with 79% of them considering processed foods unhealthy. And while they spend countless hours scrolling through social media, some of that time is used to find healthy recipe ideas. Over half of Gen Z reports using Instagram, TikTok and advice from friends to learn how to eat healthier.
Going plant-based is also much more popular among Gen-Z than older generations, with a staggering 79% of them opting to go meatless at least once or twice a week. Brands like Beyond Meat, Impossible Foods and Oatly have become popular among this generation, even for individuals who still include animal products in their diets. According to a study by the dairy company Arla, almost half of Gen Z even “feels shame around ordering dairy”. While that’s not what Arla wanted to hear, Zoomers are increasingly concerned about animal welfare and the environmental effects of our diets, so they’re shifting further away from animal products. It’s been proven that “ditching meat and dairy is the single biggest way to reduce a person’s environmental impact”, so it’s no surprise that this socially-conscious generation would rather order their coffee with oat milk than cow milk.
On the topic of the environment, Gen Zers are very concerned about climate change and protecting the planet. In fact, it’s their number one priority, according to a Deloitte survey. Young people want to work at green companies that align with their personal values, and when it comes to their purchases, 73% of Zoomers are “willing to pay more for sustainable products”. One 19-year-old, Trinity Gbla, told CNBC, “There’s such a huge climate crisis going on in the world that you just cannot ignore. Usually, when I’m shopping, I like to see what’s ethically sourced, or if it’s environmentally friendly. Price is definitely something that’s important to me, especially because I’m a college student, so it’s like, I’m broke. But I’m willing to pay for more expensive stuff when it’s ethically sourced.”
College students choosing to pursue career paths focused on sustainability have also been on the rise in recent years. A 2020 survey at the University of Southern California found that 64% of undergraduate students are “very interested in on-campus sustainability”. Jill Sohm, the director of Environmental Studies at USC, told The Guardian that her department has seen a great rise in enrollment during the last decade. “In the past, interest in the environment and sustainability was probably more of a niche interest,” says Sohm. “Whereas now I see students that are studying in many different fields across campus also have an interest in sustainability.” 32% of Gen Z has even participated in at least one “major environmental action” over the past year such as donating, volunteering, attending a rally or contacting an elected official.
Gen Z is often overlooked or not taken seriously simply because they’re young, but it’s important to realize how influential they actually are. According to Forbes, Gen Z has a spending power of up to $143 billion, and they accounted for an astonishing 40% of global customers in 2020. So isn’t it important for companies and brands to understand what this generation is looking for? Well, not surprisingly, social media engagement is extremely valuable to Gen Zers. The days of Facebook have come and gone, however, with TikTok and Instagram being the younger generation’s preferred social media sites. In fact, 60% of all TikTok users belong to Gen Z. In the same vein, technologically savvy companies are important to Zoomers, who spend an average of 4 hours and 15 minutes on their phones every day. If a company wants to really impact Gen Z, their online presence is vital.
Online marketing to Gen Z also needs to be strategic and transparent, if it’s going to be effective. While these young people are often more technologically savvy than the people advertising to them, Zoomers can be brutal when it comes to dismissing companies as “cringey” or uncool. They’re searching for meaningful, personalized interactions, even from corporations. 69% of Gen Z even believe that “brands should help them achieve their goals”, and half of them claim to have stopped purchasing a brand due to their ethical practices. This socially aware generation holds fast to their morals and expects a lot out of others, including the brands they support.
