Vegan, vegetarian, flexitarian that includes vegetables, grains, topped with an egg, and pescatarian that includes vegetables and fish are commonplace. Sharing their culinary experience ranks high among Gen Z. They look for foods that are personable and photogenic.
Authenticity is the key to reaching the Gen Z audience.
This marketing approach has served all generations right up to millennials. Most of us have become accustomed to being broadcasted to and we feel comfortable with that relationship, even if we don't believe what we're being told. But Gen Z are not.
Young people, like people of all ages, enjoy burgers, pizza, chicken, sandwiches, salad, and fruit. And the younger they are, the more simple they like it, according to restaurant-hospitality.com. From middle school and beyond, their tastes broaden to include more flavors, combinations, and global variety.
Gen-Z cares about following their passions, caring for the earth and demanding social and environmental justice from high-level decision-makers. As a result, they're more vocal, values-driven and individualized than generations that came before them.
What are the values of Gen Z? Gen Z is known for being resourceful, independent learners who value diversity and inclusive culture and place a priority on well-being and mental health in the workplace. They are fiscally conservative with a keen focus on investing and income. Gen Z values justice and equity.
Gen Z also faces an unprecedented behavioral health crisis: US Gen Zers surveyed by McKinsey report the least positive outlook and the highest prevalence of mental illness of any generation, and European respondents report struggling with self-stigma.
“Hot yellows and oranges, vibrant purples, bright reds—these too tell a playful story, one that brings us back to our childhoods encouraging play and the joyfulness of creative expression.”
And it looks like Gen Z is indeed shaping up to be a homebody generation as well: Looking at their favorite activities by age, 13-18-year-olds are the most likely to say they “go out with friends” for fun in an average night, but playing video or mobile tops their list, followed by watching TV or movies.
Sports is Gen Z and Millennials' top hobby. Gen Z is more likely than Millennials to say gaming and dance are top hobbies. Art and music are also top hobbies for both gens, who prioritize creativity.
Anxiety and depression: Gen Z experiences high rates of anxiety and depression due to academic pressures, social media comparisons, economic uncertainty, and other stressors.
68% of all Gen Zers use TikTok, and 81% of Gen Zs use TikTok to find funny or entertaining content, and Gen Zers have high affinity for humor. Considering Gen Z is the most stressed demographic, it's no wonder they seek lighthearted content.
Gen Z spend most of their money on household bills expenses, with 52.3% saying they spent the most money on these costs. The estimated average amount Gen Z spends on socializing is $166.75 per month, totaling $2,000 a year.
According to Morning Consult's survey, YouTube is the most-used platform for Gen Z — with 88% spending their time on the app: Coming in at the number two spot is Instagram at 76% — hinting that the platform isn't “over.”
The online world is usually where Zoomers tend to get their inspiration fix for what to spend on. In fact, 97% of Gen Z say they use social media as their number one source of shopping inspiration. For Gen Z, your social media is the home of brand persona and identity, and it can also be a crucial shop front.
Nearly Half of Gen Z and Gen X Have $0 Saved for Retirement
Motivation to save for retirement varies vastly among generations. Forty-seven percent Gen Z respondents have no retirement savings in the bank and make up the group least motivated to start saving.
Gen-Z cares about following their passions, caring for the earth and demanding social and environmental justice from high-level decision-makers. As a result, they're more vocal, values-driven and individualized than generations that came before them.
73% of Gen Z-ers use their internet-connected devices primarily for texting and chatting. This includes much of the time spent on social media. 59% mostly use their devices to access entertainment, 58% to play games, 36% to do schoolwork, 28% to learn new things, and only 17% for shopping and browsing.
Pressman has her theories about Gen Z too. “When we think of Gen Z, we think of these bright sunny yellows, a color that signals their more positive outlook—sunshine, warmth, and optimism reflecting a generation with hope for the future,” she says.
Generation Z's top concern is climate change and environmental issues, according to a study by Deloitte.
Increased awareness and destigmatization of mental health issues, which may encourage more individuals to seek help and receive a diagnosis. Increased stressors such as academic pressure, social media use and economic uncertainty, which may contribute to the development of mental health issues.
Generation Z are the largest generation ever, comprising around 20% of Australia's population and almost 30% of the world's population.
“What Gen Z wants is to do meaningful work with a sense of autonomy and flexibility and work-life balance and work with people who work collaboratively,” said Julie Lee, director of technology and mental health at Harvard Alumni for Mental Health, and an expert on Gen Z health and employment.