Gen Z realized that their best interests aren’t represented or championed by those in power, so they’re becoming increasingly conscious of their ability to actively improve the world they live in.
Big Picture: When you absorb a lot, you have a need to let it out. Gen Z expresses themselves creatively — and often. They’re breaking, fusing, and blending different apps together, making them their tools to make sense of their feelings, thoughts, and opinions. These behaviours are becoming the norm for how older generations will communicate in the years to come.
Why It Matters: A by-product of being informed, not having a seat at the table but having digital tools at their disposal, they are using online connections to instigate intellectual dialogue and cultural exchange, to be developed and celebrated in-person.
50% Feel pressure to drive change and progress (Mintel)
Bottom Line: From changes in representation to protesting against recent political developments, they are shunning their apathetic, isolated, and anti-social associations.
