Momentum Study Reveals Struggles and Desires of Gen Z

27 June 2024

Companies

Topics

A new study from Momentum Worldwide reveals the struggles and desires of Generation Z. Set to comprise over a quarter of the workforce by 2025, Gen Z longs for authentic connections despite their digital presence. Key findings from the report include:

  • Exploratory and Adventurous: Gen Z is eager to explore new experiences and make their mark on the world, with 55% expressing excitement about what life has to offer.
  • Digitally Connected but Lonely: Despite being the most connected generation, with instant communication at their fingertips, 73% of Gen Z struggles with feelings of loneliness.
  • Digital Dependency: Raised in the era of social media and messaging apps, 75% of Gen Z’ers agree they have no choice but to embrace technology. Brands must keep in mind that not everything works, and not everything sticks. Technology must not just elevate their experiences, but also align with the values of Gen Z.
  • Desire for Authenticity: Unlike older generations who might find connection in physical “third spaces” such as bars, restaurants and museums, Gen Z seeks shared interests and opportunities to create meaningful memories together. 58% are looking for someone to share memories with, and 53% are looking for someone to talk to about things they love.
  • Inclusive, Yet They Value Exclusivity: As much as they value inclusivity, they equally value exclusivity. When it comes to brands, Gen Z is looking for unique, personalized experiences, with 45% agreeing that an experience is enjoyable only if it is available to a select few.

Access the full report below.

Opens in a new window