In 2023, the Gen Z trend is towards more personalized and socially conscious brands. Their spending habits reflect a preference for brands that align with their values and utilize their preferred Generation Z social media platforms.
How old are Gen Z this year? The oldest in the Gen Z cohort will be 26 in 2023, while the youngest will turn 11.
TikTok is currently the most popular social media platform among Gen Z, followed by Instagram and Snapchat.
Generation Alpha (Gen Alpha for short) is the demographic cohort succeeding Generation Z. Researchers and popular media use the early 2010s as starting birth years and the early-to-mid 2020s as ending birth years (see Date and age range definitions).
What years are Gen Z? Gen Z spans from 1997 to 2012, meaning anyone born within those years belongs to this generation. According to Pew Research, the cutoff represents major political, economic and social events that set Gen Z apart from Millennials.
In 2023, the Gen Z trend is towards more personalized and socially conscious brands. Their spending habits reflect a preference for brands that align with their values and utilize their preferred Generation Z social media platforms.
More than other generations, Gen Z wants to have their voices heard. They want agency to create a future that they find meaningful. Enlist their energy and problem-solving skills. Build a culture of reverse-mentoring.
Aged between eight and 23 years old, generation Z or the post-millennial generation will take the lead in a few decades.
Why is Gen Z so obsessed with social media? Gen Z is so obsessed with social media because it allows them to connect and build friendships with people all over the world. It's a powerful tool for building community and sharing information. And it's a great way to stay connected with friends and family.
It starts with what values are important to Gen Z'ers and moves into what brands and products they rate. “Teens feel that being cool is about just being yourself, embracing what you love, rejecting what you don't, and being kind to others.”
Members of the Gen Z years were born between 1997 and 2012. So as of 2023, the Gen Z age range is anywhere from 11 to 26. They are commonly referred to as the first fully “digitally native” generation.
Gen Z TikTokers aren't just downloading and absorbing content. They're creating it. 83% of TikTokers have created a video themselves. Since the platform makes it so easy to create, with intuitive in-app features and a simple interface, it's no wonder Gen Z are ready to put their content out there.
Gen Z's Social Media Usage: Where Do They Spend Their Time Online? 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.”
As digital natives, Gen Zers love TikTok. Among other social media platforms, like Instagram, Facebook, and Twitter, TikTok stands out. Not only is the app Gen Z-dominated, with 43% of global users aged 18-24, but young consumers also prefer TikTok to such an extent that it's begun to rival Google as a search engine.
Why the 90s? Well, for Gen Z it's about the whole vibe. Many feel that the era represents a carefree time that was about having fun. Considering the stressful reality we've been experiencing over the last few years, it's no wonder Gen Z are feeling nostalgic for a simpler time.
They're also sandwiched between millennials — born between 1981 and 1996 — and Generation Alpha, which is adding members through 2025. Called Generation Z or “zoomers,” spanning ages 10 to 25 as of 2022, the young adult members of this group have become a powerful force in recent elections — and with 8.
Gen Zers are known for working, shopping, dating, and making friends online; in Asia, Gen Zers spend six or more hours per day on their phones. Digital natives often turn to the internet when looking for any kind of information, including news and reviews prior to making a purchase.
Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are children of Generation X or younger Baby Boomers. The older members may be the parents of the younger members of Generation Alpha.
#1 - Reflecting and Reevaluating. Many Gen Zs are worried about the future, according to a study by Cigna. In fact, 65% of employees say they have spent increased time evaluating their life priorities compared with two years ago—and this number is higher among Gen Z—at 71%.
'Devastating – economically, socially and much more'
In the short term, Gen Z's stress is leading to ambivalence and withdrawal in their professional lives. According to 2022 data from Gallup, they are the most disengaged group at work. They also report more overall stress and work-related burnout than other cohorts.
The Greatest Generation commonly refers to those Americans who were born in the 1900s through the 1920s. The Greatest Generation members all lived through the Great Depression and many of them fought in World War II. These individuals have often been described as driven, patriotic, and team-players.
Like Millennial Pink, Gen Z colors favor the eye-popping Cyber Lime (forecasted to be big in 2024) and Digital Lavender, also aligned with inclusivity. “[Cyber Lime] can speak to all, which Gen Z is very sensitive to,” said Guilbert.
What are Gen Z aesthetics? Gen Z design aesthetics are often inspired by nostalgia, particularly for periods such as the early 1990s that the generation perceives to have been more stable than their childhood years.
Gen Z is the social video generation, and TikTok is its platform.