There is an acute understanding that Gen Z has been dealt a bad hand by previous generations. They’ve inherited a mindset that’s rigid and absolute: this or that, black or white. But rather than react with complaints or disbelief, they’re reacting with a potent combination of optimism and realism through a fluid outlook: this AND that AND the other, black AND white AND grey.
Big Picture: Gen Z is the most mental health literate, able to name and talk about their struggles. We’re not talking flaws or body issues, we’re talking illnesses, traumas, and attachment styles. Stigmas are losing their power, and mental positivity is the new body positivity. (But body positivity isn’t going anywhere.)
Why It Matters: Past generations were defined by their entitlement (class, race, sexuality, etc.) but this generation is becoming defined by their interests, ability to self-promote, and ambition. No longer fitting neatly into established cultural tribes, they’re complex individuals that are content existing within multiple cultural worlds and groups.
Bottom Line: Vulnerability is the odds makers’ next big brand buzzword. Idealistic and sunny portrayals of people, places, and things — devoid of any tension — are fake, boring, and not worth their time. They want cultural icons to own their emotional rollercoasters to validate theirs.
