Gen Z are Creating Positive Gender and Social Change

Gen Z’s views on gender equity are different from previous generations, including Millennials. In fact, their posture toward gender equity could play a more powerful role in shaping the future workforce than that of Millennials, and not only because Gen Z comprises a greater percentage of the global population than the generation ahead of them (32% vs 31.5%, respectively).

Gen Z are not ‘coddled.’ They are highly collaborative, self-reliant and pragmatic, according to new Stanford-affiliated research Generation Z, the first generation never to know the world without the internet, value diversity and finding their own unique identities, says Stanford scholar Roberta Katz.

Gen Z is the largest generation in American history, currently making up 27% of the population in the U.S. Being born between the years of 1997 and 2012, individuals in Gen Z are now between 10 and 25 years old. Many are now entering the full-time workforce and increasing their purchasing power. Being born between the years of 1997 and 2012, individuals in Gen Z are now between 10 and 25 years old. Many are now entering the full-time workforce and increasing their purchasing power.

“Businesses don’t operate in a vacuum but in an ecosystem where customers are the most critical component. Understanding the customer, therefore, is the key to running any successful enterprise and, after many years of studying how the tastes of Millennials influence overall consumer preferences, businesses are realizing that there’s a new sheriff in town.

Generation Z statistics will show, both earning and dependent consumers from this generation have a significant influence on consumption patterns. Read on to become more familiar with Gen Z’s internet and social media usage, as well as workplace expectations, consumer behavior, and just about anything that shapes up this powerful consumer group.”

Generation Z Statistics

Gen Z-ers spend 8+ hours a day online.

95% of teens report they have a smartphone or access to one.

Over 32% of Gen Z transactions happen on a mobile device.

31.8% of Gen Z-ers would like to receive emails from brands a couple of times a week.

55% of Gen Z use their smartphones for 5 or more hours a day.

33% of Gen Z were persuaded to buy something after seeing it on social media.

43% of Gen Z-ers would participate in a product review.

Good company ratings and reviews make 62% of Gen Z feel confident to buy.

Gen Z Impacting the Business World?

Two-thirds of Gen Z consumers say their impression of a brand is positively impacted by its association with a social cause…BUT only 12% of these consumers have a “top of mind” association between brands they know and a social cause. There’s an obvious disconnect here. So how can you make sure your brand is top of mind with students? By helping students themselves, of course!

When it comes to making purchase decisions, Gen Zs care about both a brand’s products AND its purpose; but if your brand is not aligned with a cause don’t fret—one easy way to get started with cause marketing is by making Gen Z students your cause.

Gen Z are Changing Gender Equality

Gen Z are showing more acceptance and authenticity in general; and may be the generation that eliminate the need for gender. For example, a record 7.1% of Americans self-identify as lesbian, gay, bisexual, transgender or something other than straight, according to a Gallup poll released Thursday, representing the highest share of the population since the analytics firm began tracking the figure as more young Americans say they are as LGBT.

The increase has been driven by younger Americans, according to Gallup, with 21% of Generation-Z adults identifying as LGBT in the survey, almost double the rate of Millennials, five times that of Generation X and eight times the rate of Baby Boomers.

How are Gen Z women affected by the gender pay gap?

In short, the pandemic exacerbated the gender pay gap. However, according to the Pearson Global Learner Survey 2021, Gen Z women are still optimistic about their futures. The survey showed that 36% of Gen Z women believe gender equality in the workplace will improve compared to 25% of millennials and 29% of boomers.

Millennials and Generation Zs have long pushed for social change, but the 10th annual Deloitte Global Millennial and Gen Z Survey reveals that they believe the world has reached a tipping point on issues such as racial justice, inequality and the environment.

Well, in some important ways, we’re not so different. We all want the same things when you come down to it: happiness, fulfillment, appreciation, security. These are all universal goals that most of us share.

“Gen Z will impact the world because we are diverse thinkers; we want the best for our families, ourselves, and the environment and we will work hard to get it.” -Lilli “My generation can make leaps in improving the production industry to promote manufacturing that is good for the environment.”

Note: Researchers use the label Gen Z to categorize individuals born between 1997 and 2012, whereas anyone born between 1981 and 1996 is considered a Millennial. Members of Gen X were born between 1965 and 1980; Boomers between 1946 and 1964.