Gen Z on Exploring Identity

Although many Zoomers are staunch activists and the dreamers, shakers, and movers of 2021, they’re also nihilists. Using half-humor and half-reality to cope with this meaninglessness of life, Gen Z sees work as a negative necessity, not an enjoyable way to earn some cash. 

At the same time, they’re highly competitive and often push themselves towards adulthood before they reach college. So much has been taken from them, and the one thing in their control that they cling to is their identity. 

Gender identity has shifted to the focal point of Zoomers’ lives, both from a personal and advocacy lens: most young Americans feel that the “LGBTQ” label isn’t inclusive enough. Expression is deeply personal, and Gen Z manifests their identities through a wide range of mediums, such as clothing, social media and personal branding, and the groups they join.  

The latest data shows that 1 in 6 Zoomers identifies as LGBTQIA+ in some way, a number that will likely increase as the younger members reach adulthood. 35% of Gen Z know someone who uses gender neutral pronouns, a much higher percent than Gen X or Millennials. With milestones like the Marriage Equality Act and the repeal of Don’t Ask, Don’t Tell occurring in their childhood, their ability to accept differences is one of their most defining traits as a generation. 

Gen Z also yearns for a diverse smorgasbord of friends, craving variety in opinion, healthy debate, and rolling mountains of education. Thanks to the connective power of the Internet, Gen Z has no problem making friends online and creating communities based on interests instead of close proximity. 

What the Zoomers say about identity

We know from our previous research that Gen Z is far more diverse and inclusive than past generations. From our interviews and a survey of about 250 Gen Zers,* we saw responses like: 

• “I've studied activism with my Women's Studies minor and Education major. I also actively take on the role of an activist in my community (such as protesting BLM, volunteering with organizations that support POC). I also incorporate social justice activism in my classroom and with teaching.” 
• “I support local Black and Latin owned businesses, and plan to make a YouTube channel to celebrate these groups.” 
• “[In my friend group] None of us have the same common interests. Us just being there with each other is good enough. I would say it’s important to have a diverse friend group.” 
• “[as a generation] We’re trying to de-center white, cisgender, straight people and make room in our minds and our lives for people who don’t fit that norm. We’re trying to get rid of the idea of a ‘normal person.’” 

Their desire for tailored content flows through both input—what they choose to explore—and output—what they give to the digital ether. This is where you, the brands, come in: strive for openness in your understanding and learning of diversity. It’s an ever-changing space with constantly updated terminology, strongly bonded groups of people and Gen Zers are watching.

Choose to closely examine yourselves for tokenization, fetishization, and bias, and push against that. Instead of treating them as a monolith, don't be afraid to target niche communities or let them lead the conversation. Appeal to their individuality and create opportunities for them to stand out wherever possible. 

It’s this simple: Be better, do better and Gen Z will take note. 

Gen Z is wild, ready and waiting. If you’re excited about reaching Zoomers, check out the Gen Z Report for the full download on appealing to their activist hearts. 

*Note: This survey was conducted by Black Sheep intern Christa Westheimer via MechanicalTurk as part of developing another potential project related to student activism. Though the responses were intended for a different research goal, the data provides valuable insight that expands on previous research conducted for the Gen Z Report. Written responses have been edited for grammar and spelling but are otherwise unaltered.