Gen Z has a unique set of values, traits, and behaviours that’s unlike any other generation.

Brands already target Gen Zers with marketing messages on social networks like TikTok, but some companies struggle to engage with this demographic. That’s because Gen Z has a unique set of values, traits, and behaviours that’s unlike any other generation. Brands are still trying to figure them out. Here’s what we know for sure.

Gen Zers are probably:

  • Studying. More than half of them are still in full-time education.) [8]
  • Still at home. Sixty-eight percent live with their parents.
  • Living in the city. Sixty percent live in urban areas.

So the average Gen Zer is probably at school and living with their parents in a city somewhere. But this demographic is a broad bunch, made up of young people from a wide range of cultures, ethnicities, and faith groups. It’s difficult for brands to categorize this generation.

One thing’s for sure: Gen Z cares about social issues. Perhaps unlike any other generation that came before them, this age group is passionate about politics and current events, especially those in their late teens and early twenties. The core issues for Gen Z? [9]

  1. Healthcare (and the cost of it!)
  2. Mental health
  3. Education
  4. Economic security
  5. Civic engagement
  6. Racial and social equality
  7. The environment

Gen Z is also the most technological generation. Take the average 20-year-old. She was born after the internet, turned six when the first iPhone came out and spent her early teens on social media. She watches more Netflix than NBC, listens to Spotify more than the radio, and ‘FaceTimes’ more than she picks up the phone. That’s why it’s so hard to reach this demographic through conventional channels like television, radio, and the phone.

“About two-thirds (65 percent) of Gen Z use the internet for entertainment, making digital media channels a key way to reach younger audiences,” says Marketing Dive. [10] “The coronavirus pandemic has made digital connections even more important among people who are working from home or spending more time-consuming media.”

What about specific brands?

Gen Z has broad tastes but favours tech, entertainment, and food brands over anything else. Eighteen- to 21-year-olds love these ten brands the most [11]:

  1. Google
  2. Netflix
  3. YouTube
  4. Amazon
  5. Oreo
  6. PlayStation
  7. Walmart
  8. Target
  9. Doritos
  10. Nintendo

But, above all, Gen Z loves brands that keep it real.

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Founder of ACEE Design, Marketing, and Branding Agency. (

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