The Gen Z Report

The most diverse and most educated generation was born in times of war and have yet to see America at peace. Naturally, they cope by becoming masters of irony and political action, utilizing social media with incredible efficiency to spread ideas, push for justice and share their absurd sense of humor. 

Generation Z saw what happened to Millennials and picked up the torch, throwing social constructs entirely out of the window to write their own rules of life, society and adulthood. And after graduating college or high school during a worldwide pandemic and recession, with six years left before climate change becomes irreversible, can you blame them?

No wonder many brands, organizations and marketers can’t seem to crack the code. Gen Z can’t be fooled with the same old rules. It’s hard to sell the full American Dream when just having a salaried job with health care is a challenge. What do social norms, suburbia and stable career paths mean to people who couldn’t even attend school without being under threat of gun violence or a deadly virus? Instead of aspiring to things even Millennials barely achieved, they’ve chosen to create their own meaning. 

With so many global upheavals occurring in their short lifetime, it would be easy to give up hope. Instead, this generation chooses to fight. To dream of a better, more honest, and more connected world. To live fully as themselves and form communities around genuine interests, not just geography. To be inclusive and equitable, even if it means challenging everything we thought we knew. And if you want to reach Gen Z without them turning you into a meme in under 24 hours, you have to be willing to wade into uncharted territory right along with them.

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