They say youth is wasted on the young. Still, the young eventually run out of youth to waste and are tasked to join “adult” society and shape culture’s economic and social aspects.

Welcome Generation Z. Also known as Zoomers or Gen Z, this age group is fully entering the workforce (and the thought leadership force). What does it mean for the world’s future, or is it the old “new boss same as the old boss” dictum from The Who song?

Although reared on Harry Potter and Tolkien movie adaptations, there is no crystal ball for the impact of Zoomers. Yet following the data can be just as prescient regarding market research.

First, Who is Gen Z?

Sandwiched between Millennials and Generation Alpha, Zoomers are typically tagged as being born between the mid-to-late 1990s and early 2010s. All generations are influenced mentally by outside events to some extent, like the Silent Generation growing up during the Great Depression and World War 2, then becoming mature in Postwar America with all its bells and whistles: the Cold War, booming economy, advanced technology, and inclusivity in art and music. Zoomer’s attitudes have been shaped by climate anxiety, economic erosion, constant social tensions, and, perhaps most importantly, being the one generation growing up entirely in the digital age.

And now, they’re taking jobs, making families, and even remembering to vote, so it’s essential to understand their aspirations, positions, and outlooks.

Zoomers and Social Issues

Bringing back the Silent Generation, mass media gave this generation a thirst for varying cultures and art, paving the way for both Elvis Presley and the Civil Rights Movement, both B.B. King and Japanese pop cinema. The digital age did the same for Zoomers, making them both accepting and advocates for inclusivity in all areas. Knowledge is power, but it also can instill empathy and understanding. So it’s no surprise to see how they fall in various studies:

• 70% of Zoomers are involved in social or political causes.
• Zoomers are just as accepting as Millennials when it comes to people who are gender fluid or alternative in their sexuality.
• A majority of Generation Z (62%) are passionate about changing the world for the better. However, 56% believe they can make a difference.
• Zoomers tend to be more opposed to war and foreign conflicts, preferring to focus on domestic social issues. This generation might be the coming of another solid anti-war movement, similar to Baby Boomers (Vietnam) and Generation X (Second Gulf War).

Looking at their participation in such on-the-streets activism as Black Lives Matter and climate change marches, don’t count on Zoomers staying on the internet regarding social change. Yet, nailing down Gen Z in terms of politics is not easy. Although they tend to be progressive and pro-government, some research states they are more conservative than the “experience everything” Millennial generation. Regardless of their political trajectory, social media will remain Gen Z’s primary source of news, influence, and propaganda.

Zoomers and Work/Economy

Zoomers are heavily involved in work-culture realignments like The Great Resignation or Lazy Girl Jobs. But how do they feel about being a primary cornerstone of the economy?

• Zoomers seek a decent work-life balance, with an inclination for remote/hybrid work options. 59.5% insist that remote and hybrid work boots productivity and reduces workplace distractions, ultimately contributing to better mental health. Nine of ten Zoomers are likelier to redesign work toward remote as a critical recruiting lever. They are also keen on employing freelancers to build talent pipelines and stay connected to the gig economy.
• Generation Z values a company’s ethics and social awareness. They prioritize a brand’s purpose along with profits to the point they will pressure employers to establish a company’s purpose in a way that contributes to a better society.
• Unsurprisingly, Generation Z is tech-savvy and mobile-first, desiring the latest tools and technologies to optimize work performance. They are digital natives who employ technology as part of their biology while seeking transparency in the work culture.

The Zoomer attitude towards work has created tension with older generations like Baby Boomers, sometimes providing a false picture of the younger generation being generally lazy and detached. However, this has more to do with an unpredictable economy and never-ending company mass layoffs. This has caused Zoomers to hold a pessimistic view of the future, with only 37% believing that most people in the country have economic opportunities.

Zoomers and Shopping

Generation Z is more open to brands that focus on sustainability and digital channels (no surprise there). Here are more granular insights:

• They are twice as likely to make mobile purchases than millennials, and 66% of Zoomers want brands to sell through mobile platforms.
• Zoomers are more likely to spend money on high-quality, sustainable products than on big-name brands – with 62% of Gen Z shoppers preferring to buy from environmentally friendly brands, and a staggering 73% are willing to pay more for green items.
• As with the companies they work for, Zoomers gravitate heavily towards brand authenticity and transparency (73%), similar to the previous generation, Millennials, and both want companies that share their core values.

Unlike Millennials and Generation X, who often retreat to the material world in the shape of farmers’ markets, thrift stores, and independent shops, Zoomers remain content in an entirely digital marketplace.

Zoomers and relationships/sex

Generation Z is diverse when it comes to relationships and sex. Again, this generation is accepting of other viewpoints and lifestyles – and certainly experimenting, as a 2018 study revealed that 39% of Zoomers were attracted to multiple or the same genders. But there are other interesting insights from this generation:

• Zoomers prefer quality over quantity, meaning they tend to have more monogamous relationships and strong emotional bonds with partners. 59% of Zoomers crave some level of exclusivity or type of fidelity in their relationships. However, that doesn’t necessarily mean marriage (which they tend not to embrace at this early stage of their lives).
• Despite the collapsing birth rates in the West, Zoomers are not against having children. Still, Generation Z is in no hurry to procreate, is eternally worried about the state of culture and the environment, and wants to experience life fully (only 55% of Zoomers plan to have children in the near future).
• Despite more than half of Zoomers leveraging dating apps, only 16% claim they have ended up in committed relationships through this medium. If there is a Zoomer desire to move away from digital landscapes, dating would be one as they seek more traditional avenues.

Zoomers and Mental Health

When it comes to mental health, Generation Z is suffering greatly but at least doing something about it, so the verdict is still out.

• Studies reveal that 62.4% of Gen Zers believe that mental health is crucial.
• Just 45% of Zoomers report that their mental health is very good or excellent (per the American Psychological Association).
• 90% of Zoomers experienced psychological or physical symptoms as a result of stress in the last year; 70% say that anxiety and depression are significant problems.
• More than half of Zoomers (52%) know someone battling depression, while 1 in 4 have someone close to them dealing with drug addiction. Addiction rates for Generation Z do trend higher than for Millennials.

Zoomers and Religion

Zoomers aren’t precisely going secular, a trend in North America and Europe, but more than one-third are religious “nones.” Religion is something to be practiced or engaged in on a personal level and not as a community like in previous generations. Gen Z truly exemplifies the adage of “spiritual, not religious.” It focuses more on activism/social issues when building a community. Christian Pentecostalism and Islam are the fastest-growing religions within Generation Z worldwide, but these might be attributed to population growth and cultural shifts in developing countries.

In short, the very open Zoomers are somewhat guarded regarding religion and metaphysical beliefs.

Brave New Post-Pandemic World?

Undoubtedly, much of the provided data skews differently depending on race, gender, and economic status. But we can summarize the Zoomer mindset and engagement with today’s culture as follows:

• Socially conscious and engaged, supporting causes like civil rights and climate action online and physically.
• Desire work-life balance, remote work options, and jobs with an ethical purpose over profits. Nevertheless, they express economic pessimism.
• Prefer mobile, sustainable brands that align with their values.
• Deal with high rates of mental health issues but attempt to address them. Not very religious in the traditional sense.

Of course, outward forces could change the collective Zoomer psyche before they hit their 30s and 40s, transforming their views of culture and economics. For example, the materialistic 1980s and Grunge movement shifted the worldview of Generation X towards cynicism and sustainability as they entered the workforce, just as the Great Depression altered the mindset of both the Greatest Generation and the Silent Generation. What would Baby Boomers be without The Beatles or the moon landing? Imagine what the untimely death of Taylor Swift would do to the entire demographic of Zoomer females. All kidding aside, Generation Z lives full-time in their anxious heads, the digital kingdoms, and on the streets of social activism. In other words, Generation Z is stable in existing in unstable environments.

What’s ironic, too, is that despite having the world in their hands (while holding a phone or tablet), Zoomers have been called the “loneliest generation.” Yet with the world still trying to understand the aftereffects of the pandemic, it seems the Zoomer’s comfort with physical isolation has lessened the mental and emotional damage of the global event – at least compared to the other generations. That’s a small victory many would gladly take in this uncertain world.