Gen Z trends – Technology and connectivity

Generation Z, born between the mid-1990s and the early 2010s, is the first generation to grow up in a completely digital world. Its members are digital pioneers for whom technology and connectivity are not novelties, but fundamental aspects of their everyday lives. They use smartphones, social media and the internet not only for entertainment, but also as primary sources of information and a means of self-expression. This deep rootedness in the digital world influences their purchasing behavior, their communication and their values.

Values and sustainability

Gen Z attaches great importance to authenticity, transparency and social responsibility. This generation shows a strong interest in sustainable and ethical practices and prefers brands that demonstrate social, environmental and political responsibility. Their purchasing decisions are often driven by a desire to promote positive change and contribute to a better world. As a result, companies are increasingly being called upon to rethink their business practices and focus more on sustainability and ethical behavior.

Social media and influencer culture

For Gen Z, social media are not only platforms for networking, but also spaces for discovering new trends, products and ideas. This generation prefers authentic content and actively interacts with influencers that they perceive as credible and genuine. Influencer culture therefore has a significant impact on the opinions, purchasing behavior and even values of Gen Z. Brands are taking advantage of this dynamic by working with influencers to present their products and messages in an authentic way.

Flexibility and fluidity

Gen Z is characterized by a high degree of flexibility in terms of identity, career and lifestyle. This generation questions traditional norms and roles and prefers a fluid approach in many aspects of their lives. This is reflected in their flexible approach to work, where work-life balance and the opportunity to work remotely are highly valued. They are also more open to changes in traditional educational paths and careers, often emphasizing the value of practical experience and lifelong learning.

Innovative entertainment

Gen Z consumes entertainment differently than previous generations. She prefers short, fast content, such as that found on platforms like TikTok and YouTube, and uses streaming services instead of traditional television. This preference for on-demand entertainment and the ability to create and share content is shaping the media landscape and driving innovation in the way content is produced and distributed.