Mintel presented some interesting insights about GEN Z. Pearl is capturing the key insights here.
Overall
Brought up in an era of technological change has had a big impact on attitudes and behaviour. Coming of age, social media, has magnified the social, economic and political changes of our time.
4 FACTS ABOUT GEN Z
Dissatisfaction with the Present
- Some dissatisfaction with the impact of COVID, missing out -54% agree with this statement
- Many think their life is not where it should be
- Overall disappointment with their lives – 64% agree with this statement
Opportunity
- Acknowledge disappointment and encourage sense of resilience to build a better future
Seeking a responsible financial future
- Desire for an aptitude for saving money
- Parents have contributed to their skills and desire for this
- Uncertain economics creating some ambiguity for this target
Opportunity
- Tap into need for financial security, provide facts that help their anxiety about the economy
Mental health is a top priority
- Taking care of mental health and reducing anxiety a top concern -42% agree with this statement
- Openness to talking about mental health and well being
- Self care focus
Opportunity
- Focus on creating a lower stress level, product or service options that can deliver
Standing out but with limitations
- Gen Z rebelling against the real world and limitations from COVID
- Gen Z want to stand out – 60% agree with this statement
Opportunity
- Provide service or products that help them stand out
Want more insights, strategy and innovation? connect with us at pearl-strategy.ca or John at johnchan@pearl-strategy.ca
Source: Mintel, US Marketing, Gen Z 2023
