
Below is a curated list of 2024 Gen Z trends, facts, stats, figures, and media consumption from GWI, Statista, eMarketer, Pew Research, and directly from social networks. It will be updated as new Gen Z insights and research are released. [Updated: Feb 21, 2024]
See the 2023 Gen Z data.
The New Age of Gen Z
A new report from GWI highlights new insights about Gen Z in 2023. This generation’s preferences and behaviors allow brands to stand out with innovative strategies.
- Mental Health: Gen Z prioritizes mental health but is less comfortable discussing it publicly. This highlights the need for brands to approach the topic with sensitivity, offering support without being invasive.
- Diverse Content Needs: While short-form content dominates platforms like TikTok, Gen Z also engages with long-form videos. A balanced content strategy—combining both formats—can maximize engagement.
- AI at Work: Gen Z has embraced AI tools in the workplace. Brands leveraging AI as part of their communication and product strategies can align with this enthusiasm.
- Psychographics Over Demographics: Interests and beliefs outweigh age and gender in defining this generation. Marketing efforts focused on shared passions will resonate more effectively.
- Search Innovations: Gen Z often bypasses traditional search engines, favoring image and voice searches. This behavior underscores the importance of optimizing content for alternative search methods.
- Social Gaming: Gaming is a community experience for Gen Z, offering an untapped space for in-game advertising and influencer collaborations.
Gen Z News Consumption in 2024
Social media is Gen Z’s primary gateway to news. Platforms like TikTok and Instagram provide exposure to diverse perspectives, blending entertainment with information. However, their reliance on these platforms raises concerns about misinformation, creating opportunities for brands to position themselves as trusted sources.
Gen Z in Previous Years
Exploring Gen Z’s journey through past years reveals shifts in priorities, offering lessons for brands seeking relevance.
2020: A Year of Social Justice
In 2020, social justice surged for Gen Z. The shift from climate activism to addressing inequality showed how external events influenced priorities. Trust in institutions, including media and law enforcement, declined sharply, signaling opportunities for brands to take stronger stances on justice and inclusion.
2021: A Blend of Activism and Entertainment
By 2021, Gen Z prioritized social activism and leisure. Their focus on meaningful work and climate advocacy reflected their desire for purpose and progress. Their streaming habits showed their preference for curated content, blending entertainment with intentional consumption. Brands that integrated these dynamics—like aligning causes with engaging storytelling—stood out.
2022: The Digital-First Year
In 2022, digital engagement became central to Gen Z. AR shopping and AI-driven tools gained traction, reflecting their comfort with emerging tech. However, contradictions appeared. While they valued digital solutions, their trust leaned toward humanized and credible narratives, as seen in their trust for newspapers. Brands that combined innovation with authenticity thrived.
Final Thoughts: Insights Across Years
Gen Z’s journey from 2020 to 2024 uncovers key patterns. Their evolving priorities—from social justice to digital-first lifestyles—reveal innovation opportunities. Unexpected trends, such as their growing trust in traditional outlets amid digital dominance, challenge conventional assumptions. Brands can bridge these gaps by blending old and new approaches.
Recurring blind spots include vague or performative messaging that fails to meet Gen Z’s demand for actionable change. Authenticity, paired with bold action, will resonate. The subtle shift toward AI and AR also suggests that brands embracing these tools while maintaining transparency can gain loyalty.
Finally, Gen Z’s diverse and psychographic-driven identity challenges brands to go beyond traditional demographics. Shared passions and values now define loyalty. For brands willing to adapt, Gen Z provides challenges and opportunities to redefine the future.