Generation Z in 2024: Insights and Recommendations for Brands

Generation Z—roughly defined as those born between the mid-1990s and the mid-2010s—has become a critical demographic, exerting significant influence on the market and driving profound change across multiple industries. With the oldest members of this generation now in their twenties and the youngest entering their teenage years, their distinctive socioeconomic position and instinctive fluency with digital technology are reshaping market trends and modern consumer behaviour.

Demographic Profile and Socioeconomic Context

In 2024, Generation Z represents a significant share of the global population. As the first generation to have grown up entirely in the digital age 📱, they have developed highly sophisticated digital skills and an instinctive understanding of technology-driven environments.

From an economic perspective, Gen Z has entered the workforce at a time of rapid technological change ⚙️, economic uncertainty and shifting employment models 📈. Many have seen their parents struggle financially through successive global crises, shaping a more cautious attitude towards financial security and a tendency to prioritise experiences over material possessions. This generation is also highly engaged with social and environmental issues, increasing pressure on businesses to operate in ways that are more ethical, transparent and sustainable.

Cultural and Digital Influence

Culturally, Gen Z is defined by a strong sense of global interconnectedness. Growing up with internet access from an early age has exposed them to a wide range of cultures and global issues 🌏, helping to shape a more inclusive and empathetic worldview. This constant exposure has also strengthened their preference for authenticity and realism in media and advertising, which they consume primarily through digital platforms.

The digital world remains Gen Z’s natural habitat. Having grown up alongside the rise of smartphones, social media and streaming services, they are highly skilled at navigating a wide range of platforms and digital tools. They use them not only for entertainment and communication, but also as channels for education, activism and entrepreneurship.

Mental Health and Wellbeing

Studies show that Generation Z is more open about mental health than previous generations 🧠. Anxiety, depression and stress are particularly widespread 😟😔, intensified by the global uncertainty that emerged in 2020, including the pandemic 🦠 and subsequent economic instability. According to GWI, around 60% of young people experience significant levels of stress or anxiety every day.

Gen Z looks for authenticity and transparency in the products and services they use, including mental health resources. They favour brands that provide genuine support rather than treating mental health as the latest marketing trend. They value services that are effective, accessible and inclusive, and that reflect their diverse and multicultural needs 🌈.

Personalisation is essential when it comes to mental health. Gen Z expects products and services to fit seamlessly into their lifestyles and provide tailored experiences 🎯. AI-powered tools that offer personalised guidance are particularly appealing. They also favour flexible, on-demand therapy options, such as virtual sessions that can be booked at a time that suits them.

Gen Z is highly aware of privacy and the ethical use of personal data, particularly when it comes to mental health services. They are more likely to trust products that prioritise data security and provide clear, transparent privacy policies. Companies must communicate openly about how user data is collected, stored and used, while giving individuals meaningful control over what information they share and how it is handled.

Media and Content Preferences

Generation Z consumes content across a wide range of platforms, with a clear preference for streaming services, social media and interactive apps. YouTube, TikTok and Instagram continue to dominate, although emerging platforms are also gaining traction by introducing new and innovative formats.

They value authenticity in content 📸, favouring real-life situations, behind-the-scenes footage and user-generated content 👥. They tend to reject overly polished or heavily scripted material, preferring interactions that feel more spontaneous, honest and genuine.

They expect highly personalised content and value AI-driven recommendations based on their viewing habits and individual preferences. They are also drawn to services that offer customisable feeds and automatically adjust streaming quality to suit their internet connection and device.

Social media plays a central role in Gen Z’s content consumption, shaping what becomes popular through viral trends, Instagram Stories and influencer collaborations. Around 72% are more likely to engage with content recommended by their peers or favourite creators 🌟👍.

There has also been a marked rise in the consumption of educational and skills-based content 🛠️. Platforms such as Udemy, Coursera and YouTube are widely used to learn and develop new capabilities 📚, with Gen Z placing particular value on practical content, tutorials and resources that support self-improvement and continuous learning.

Generation Z uses multiple devices, switching between them around ten times a day 📱💻📺. They value seamless cross-device experiences and features such as “continue watching”, which allow them to move effortlessly from one screen to another without interrupting their content consumption 🔄📲.

Adoption of Artificial Intelligence

Generation Z is more trusting of AI technologies than previous generations 🤖✨, largely because they have grown up surrounded by digital innovation. According to GWI’s 2024 report, 68% feel comfortable using AI-powered tools to receive personalised recommendations on platforms such as Netflix and Amazon.

Personalisation is a key priority for this generation, which values AI-driven experiences tailored to individual needs and preferences, from shopping to education. Services such as Spotify and YouTube, which use AI to personalise content and recommendations, are particularly popular among Gen Z 🎧.

AI is embedded in Gen Z’s everyday lives, extending far beyond personalised content. They use smart devices, virtual assistants and AI-powered wearables 📱. According to GWI, 49% use voice-activated AI through devices such as Google Home or Amazon Alexa to manage everyday tasks 🔊.

Although Gen Z is enthusiastic about AI, they are also highly concerned about data privacy and the ethical use of the technology. According to GWI, 52% would stop engaging with a brand if they discovered that it was using AI unethically.

Recommendations for Brands

To engage effectively with Generation Z, brands 🏷️ need to continuously adapt and evolve their strategies, ensuring they remain aligned with the distinctive behaviours, expectations and preferences of this demographic 🧩🔄.

Below, we outline a series of practical strategies centred on authenticity, meaningful technology integration and values-led communication.

Building Authentic Connections

1. Authentic Storytelling: Build a brand narrative rooted in genuine stories that connect with Gen Z’s values and lived experiences. Use real people and real situations, and avoid content that feels overly staged or manufactured.

2. Transparent Communication: Be clear about how the brand operates, including where materials come from, how products are made and how pricing is structured 💲. Gen Z values openness, and this transparency should extend across the entire business—from supply chain operations to customer service.

3. Partnerships with Authentic Influencers: Work with creators who genuinely connect with the brand and share similar values 🛍️, rather than choosing them solely for the size of their following. A credible, authentic relationship with the brand will feel far more relevant and relatable to Gen Z audiences.

Harnessing Cutting-Edge Technology

1. AI and Personalisation: Use AI technologies to deliver personalised experiences at scale. From tailored product recommendations to customised content feeds, these experiences can make Gen Z consumers feel recognised and genuinely valued.

2. Mobile-First Experiences: Given Gen Z’s strong reliance on smartphones 📱, optimise every digital touchpoint for mobile interaction. Websites, apps and digital content should be responsive, quick to load and easy to navigate on mobile devices.

3. Augmented Reality (AR) and Virtual Reality (VR): Invest in AR 🎮 and VR 🕶️ to create immersive, interactive experiences that capture Gen Z’s attention. Virtual try-ons, for example, or gamified digital environments can significantly enhance the online shopping experience.

Emphasising Values-Led Communication

1. Social Impact: Clearly communicate how your brand is making a positive contribution to society, whether through sustainability initiatives, community programmes or ethical business practices 🌱. These efforts need to be meaningful and credible, rather than superficial, to avoid accusations of greenwashing or purpose washing 🚫🌿.

2. Diversity and Inclusion: Actively promote diversity and inclusion across every area of the business, from recruitment and workplace culture to marketing campaigns. This commitment should be visible, consistent and reflective of the diverse world Gen Z lives in.

3. Interactive and Engaging Content: Create content that encourages participation, such as polls, quizzes and challenges 💡. Interactive formats not only increase engagement, but also provide valuable insight into Gen Z consumers’ preferences, opinions and behaviours.

Building Through Feedback and Co-Creation

1. Continuous Listening: Put tools and platforms in place that make it easy for Gen Z consumers to share ongoing feedback 🗣️. Use these insights to make informed improvements to products, services and campaigns.

2. Co-Creation Opportunities: Involve Gen Z consumers directly in the development of products and services 💡, whether through idea generation, beta testing or community-led product design. Giving them an active role strengthens their connection with the brand and can significantly increase loyalty.

3. Dynamic Content Adaptation: Take an agile approach to content creation, adapting quickly to emerging trends and audience feedback 🔄. Gen Z values content that feels fresh, timely and relevant, so staying responsive is essential.

   
   

Embedding Values Across Every Layer of the Brand

1. Consistency Across Every Touchpoint: Ensure that the brand’s values are reflected consistently across every interaction. Alignment between what the brand says and what it actually does reassures Gen Z consumers that its commitments are genuine.

2. Educational Content: Create content that helps audiences better understand issues that matter to Gen Z, such as environmental impact, social justice ⚖️ and technological progress. This not only informs, but also helps build a deeper and more meaningful relationship with the brand.

3. Rewarding Engagement: Develop loyalty programmes that reward more than purchases alone. Recognise participation in the brand’s social and environmental initiatives—for example, by offering incentives for joining recycling schemes ♻️ or supporting awareness and advocacy campaigns.

In 2024, Generation Z represents a transformative force in the global market. Understanding their behaviours, expectations and preferences is essential for any brand seeking to build a meaningful connection with this audience. By focusing on authenticity, personalisation, social impact and advanced technology, brands can develop stronger, longer-lasting relationships with Gen Z—helping to secure their relevance and long-term success in an increasingly dynamic marketplace.

NOTE: This summary, along with the information and conclusions presented, is based on The New Age of Gen Z, a report by Tom Morris and Tom Hedges. You can read the full report here: https://www.gwi.com/reports/gen-z?force_unlock=k1lbnTD05yMZCPW