The pandemic forced most to put their lives on hold and this, for Gen Z, came during a time of critical development. Two years of youth were lost. This abrupt interruption compounded existing financial instability, leaving many doubting if they will ever feel truly stable, buy a house, or tackle the responsibilities of parenthood.

Add to this that Gen Z “spends more per capita than any other generation at the same age” and will be the largest generation that ever existed^( 1 ) , it is no wonder that Gen Z are firmly under the marketing microscope.

Recent work for a large telco brand focused on 16-24 year olds to pin down key need states and motivating mindsets. Desk research, semiotics and an online community explored prevalent attitudes and behaviours, which were then validated in a n=2000 survey segmenting all the different flavours of Gen Z.

This revealed a fascinating dichotomy about Gen Zs.

One foot in the future, and one anchored in the past

Hedonism and belonging have been key motivations for youth since forever. But other motivators driving Gen Z demonstrate fragmentation and diversification. Over one in 10^( 2 )  Gen Z are driven primarily by self-direction – a keen desire to explore their identity, live life their way and grasp all opportunities. This group undoubtedly looks to the future, changing the way things are done, taking life into their own hands.

But, alongside this we also see two in five^( 2 ) motivated by a need for control and security. One participant expressed this by explaining: 'If I can change the world so easily, if I can change the way things are done and I do things, if the world itself is not constant, is anything?’ (Gen Z, Female^( 2 )). We found the main way this need manifests itself is by looking to the past to find security.

So, for many Gen Zs there is dualism at play: a youthful determination to forge their own path and embrace innovation, co-existing with impressions of a near-dystopian world pushing them back to the steadiness of the current or past.

Here are two examples we found of how Gen Z are tethering to the past.

‘Tradwives’

With family, Gen Z represent more traditional values, with many living at home for longer due to financial instability. Our research supports this: 29% of Gen Z ^( 3 ) are more likely to prioritise family relationships than other generations. The "tradwife" movement on TikTok is a striking example of this.

Despite championing gender fluidity and equality, some are drawn to traditional gender roles as a way to reclaim order and predictability. But embracing tradition extends beyond gender roles; it reflects a broader trend of seeking stability through familiar practices that the outside and digital world cannot provide.

Connecting to the corporeal

We found despite being digital natives, many Gen Z are adopting digitally minimalist practices, consciously reducing screentime and doing away with social media. I know, I know – TikTok trends and an anti-social media argument in one go, but therein lies the dichotomy.

As part of this, they are seeking out connection and control in more in-person formats. After years of digital immersion, Gen Z are gravitating towards physical activities to reconnect with their bodies. This transcends traditional gender norms; more and more we see evidence for the growing popularity of co-ed sports, especially for youth^{( 4, 5 )}. The focus is on physicality for self-expression, resilience and ultimately control over their self-hood, their bodies and their minds. It is not a gendered pursuit.

So, how can brands respond to this stew of tradition and trendsetting?

Ultimately, as with every generational analysis, understanding Gen Z means understanding the complexity of identity. Brands must not only respect this dichotomy, but also reflect it. Consider the screenless Whoop wearable or the Oura ring who are at once embracing Gen Z’s desire to disconnect from digital with a wish to connect with their body. Or Adidas’ Samba Vegan playing directly into Gen Z’s nostalgia while respecting the future importance of vegan fashion.

• Be simple: If Gen Z are gravitating towards a simpler time, meet them there.
• Incorporate the analogue: If Gen Z are finding ways to circumvent ‘toxic tech’, help them.
• Leverage nostalgia: Gen Z themselves are proving it’s possible to have a foot in each camp, so show them new ways of doing this.
• Be authentic: This one is not new, but Gen Z value realness in a way we haven’t seen yet. As a brand, show your human side and above all, be genuine.

Annie Green is senior consultant at We Live Context

Reference:

^( 1 )              Nielson IQ ( 2024 ) Spend Z: Gen Z Changes Everything

^( 2 )              We Live Context ( 2023 ) Youth Consumer Segmentation

^( 3 )              Deloitte ( 2022 ) Global 2022 Gen Z & Millennial Survey

^( 4 )              Sport and Dev ( 2022 ) Gender Inclusivity through Mixed-Gender Tournaments

^( 5 )              Kyniska Advocacy ( 2024 ) What I Learned Playing on a Mixed Gender Sports Team