VaynerMedia Study on Gen Z Reveals Four Key Trends

within the Pragmatic Generation

The study sought to better understand the mindset, behaviors and relationships of Gen Z in
the U.S. in the time of COVID-19, and how they have been affected by very recent current
events more specifically. It revealed four key trends within the very pragmatic generation.

COVID-19 and recent protests have overburdened an already stressed out Gen Z; however,
they remain optimistic about a brighter future.

Who are Gen Z? Often confused with “young millennials“, Gen Z is underrepresented in
marketing. Gen Z includes those born between 1995 and 2012, making up 24.3% of the U.S.
population1. They’re on track to be the most diverse generation in US history by 2020 2, making up
a direct purchasing power of $150B across the US, and even larger indirect purchasing power
based on sheer influence.
n=1,000 respondents

1. Dreaming with Eyes Open AGE

46% 13-17 y/o
54% 18-22 y/o
Gen Z dreams of both financial and emotional stability. 49% have become
more anxious, and 44% believe that COVID-19 is going to impact their future in GENDER
50% Female
a negative way, fearing uncertainty with school and employment as they seek 49% Male
to establish their independence. 1% Other

GEOGRAPHY
However, they still hold out hope. Nearly twice as many (51% compared to 28% South
23%) stating that things will be better, not worse, in the future. Black Gen Z are 25% West
25% Midwest
14% more hopeful than their white counterparts; encouraged by the protests 22% Northeast
but are also realistic in their view that fundamental changes need to be made
to our culture. RACE/ETHNICITY
45% White
24% Black
They are mobilized for change. Coming off the heels of declining Black voter 22% Hispanic
12% Asian
turnout in 2016, 81% of Black Gen Z over the age of 18 are planning to vote. 6.5% Other

2. Parenting the Parents

Gen Z are the new family influencers, impacting everything from behaviors to purchasing decisions.
They are educating their parents on how to be better; over 75% say they influence their parents’
habits.

P¯¯erhaps due to the fact that they feel more connected with their families, with over twice as many
respondents reporting strengthened family relationships as those reporting weakened relationships.
They also look up to their parents. In contrast to when Millennials were teenagers, over a third of Gen
Z respondents cited their parents as inspiring role models, rather than celebrities.

1
 3. Seeing the Good in Big
Unlike Millennials, Gen Z prefers the convenience and utility offered by bigger brands,
which better serve their diverse range of interests and preferences. Additionally, they
realize that bigger brands have a greater ability to drive change. Brands such as Amazon,
Netflix, Google and Walmart fall within their most loved.

Further, YouTube is the social platform of choice if they were only able to have one. Citing
its diverse range of fun and educational content, 38% of respondents said they would
never want to be without the platform.

4. Twisting Traditions

With delayed and postponed milestones, Gen Z is finding new ways to

twist their passions and traditions as they strive for a sense of normalcy.
From participating in virtual commencement ceremonies or recreating
things they miss from their pre-COVID life, such as their college
campuses, by building virtual versions in games such as Minecraft.

Two-thirds of Gen Z said their hobbies and passions have become even
more important during the pandemic, even if they have had to shift
towards virtual ways of connecting and participating.

“Whilst current world events have derailed Gen Z’s plans,

they are still shaping up to be a very influential generation.

They are already impacting their parents' habits, are ready to

instigate change, and are embracing the brands who can help
them make that change.”

Wanda Pogue, VaynerMedia Chief Strategy Officer

The research surveyed 1,000 people in the United States between the ages of 13 to 22
during the timeframe of May 29th to June 5th, 2020. The survey was conducted via
mobile phones in order to reach the respondents in the place they spend their time.

Interested in learning more about Gen Z? Email comms@vaynermedia.com

1
LifeWay, “Facts and Trends – 10 Traits of Generation Z,” September 29, 2017. https://factsandtrends.net/2017/09/29/10-traits-of-
generation-z/
2
National Public Radio, “Generation Z is The Most Racially And Ethnically Diverse Yet,” by Hansi Lo Wang, November 15, 2018
www.npr.org/2018/11/15/668106376/generation-z-is-the-most-raciallyand-ethnically-diverse-yet