This is the generation that was born into a digital world where the issues we face are on constant scroll, and the only remedy is action. 

Transparent. Authentic. Vulnerable. Action-oriented. Curious. 

Gen Z won’t be reached with a formula, or a platitude, and they’re soon to be the largest group of consumers. But are we seeing them as screens, hashtags and likes, or as the dynamic, deeply-invested, tough-to-please, but worth-the-effort human beings they actually are?

With our resident Gen Z-er Evan, we thought we’d round up a few of our thoughts on what this generation cares about most.

They’re not thinking about technology, they’re living in it.

Gen Z-ers are the world’s first digital natives, so choosing a social platform is like walking through a door, feeling the crowd, and choosing to stay a while or leave the conversation. Facebook is too public for them—they’re selective about how they communicate and how they learn. 

Messaging apps are better than texting, and Youtube is a DIY paradise, with 71% of Gen Z-ers watching over 3 hours of videos online. It’s all about investigating their individuality and values. They understand what the other platforms are for, and will use them for professional purposes, but they also know where they feel most comfortable and free to be themselves.

They’re into culture, fluidity, agency and the unique.

You may have heard a Gen Z-er refer to someone as “they.” This is a moment of respect, openness, and sensitivity for those who don’t want to be restricted by a male/female binary. Don’t be surprised if one day they update their work signature as “she / her / hers” without asking if they can. Gen Z understands that language is powerful and that no issue should be seen as too small to be addressed. They’ve seen how diverse the world actually is, all through their screens, and they want acceptance, not resistance, for themselves and their peers.

They care about mental health, the environment and activism.

This is the generation raised with an anxiety brought on by the Recession, school shootings, climate change and a polarizing political environment. Their sensitivity makes them hyper-aware of what’s happening all around them, in real time, and IRL. From mental health apps created by high-schoolers to Instagram influencers with empowerment messages, Gen Z is hungry for solutions to the overwhelming weight of what they face, and their first solution is to get closer to each other. 

It was Gen Z-ers that made the March 15 Climate Strike happen, and it was 16-year old Greta Thunberg of Sweden who said in her Davos speech last August: 

“I don’t want your hope. I don’t want you to be hopeful. I want you to panic. I want you to feel the fear I feel every day. And then I want you to act.” 

In other words, Gen Z isn’t waiting for anyone to catch up.

They’re asking questions, but they’re not going to stick around for your answers if you don’t have them ready to go. And they’re not afraid to fact-check you in seconds, because they can just pick up their phone, plug in some keywords and get the information they’re looking for. That’s a whole lot of activists, ready to change the world into something they’d like to see. 

A to (Z): How the Youngest Generation Sees the World On Screen

Self-named the Last Generation, or Generation Delta, Gen Z-ers are pragmatic souls who are well-versed in change and uncertainty.

Self-named the Last Generation, or Generation Delta, Gen Z-ers are pragmatic souls who are well-versed in change and uncertainty. Our youngest generation(now9 – 22) might be a little obsessed with Youtube and their favorite vegan-model-actress influencer, but their true obsession is creating a life that has answers to the angst that drives them. Why else identify themselves as the Last Generation on earth? 

Condensed

A thirty minute podcast could never solve this problem entirely, but Adam Grant’s WorkLife ramblings did give me some interesting starter thoughts to share with the team on this subject. (For what it’s worth, all of his topics so far have been super valuable. Thanks, Eric Waldo for the recommendation!)


Adam Grant spent a day in the life of the team at The Daily Show. When you put in to perspective what they’re trying to do—write a new show, from scratch, EVERY DAY—it’s really astounding that they turn out a smart, funny and engaging show… all in under 18 hours. So they’re truly a great model for creative teams to study.


If you can’t possibly spare a full 30 minutes, I suggest listening to the following clips. It comes out to about 10 minutes total instead.

And if you can’t even spare 10 minutes, here’s the jist:

Burstiness is a real word: it’s that thing when an idea spurs conversation amid a team, creating new ideas quickly… almost as if you were listening to improv jazz. Interruptions and all. And it’s a good thing.

Lowering inhibitions before brainstorming can allow for more sharing: get ready to share embarrassing stories!

Criticism is actually okay in brainstorming: it gets you closer to a good idea faster.

Diverse teams turn out better ideas. Period.

Good leaders let the burstiness flow, and praise good ideas when they come up.

As a creative agency, it’s no surprise we’re constantly trying to find new ways to be creative and mine ideas from our brains.

Creativity Daily

As a creative agency, it’s no surprise we’re constantly trying to find new ways to be creative and mine ideas from our brains. Sometimes they come freely, as if already in existence. Other times, creativity is an arduous process that feels like it may never lead anywhere.