Gen Z in 2020: Shaping a Future of Equity, Authenticity, and Action

Gen Z in 2020 chose social justice over climate change as their top priority, signaling a generational demand for accountability, action, and the power to rewrite the rules for a more equitable future.

2020 was interesting. Why? I have two Gen Z daughters.

When exploring different data points from 2020, I saw untapped opportunities for understanding Gen Z, a generation that values action over rhetoric, connection over conformity, and purpose over profit. Beneath their progressive values lies a blend of skepticism and hope—a push for reform and a hunger for authenticity.

Companies willing to address these creative tensions with breakthrough creative and consistent brand narratives can establish meaningful connections by embracing bold campaigns and transparent practices.

As I looked into more into the data, the contradictions in their behavior stood out, and it became clear that there are hidden opportunities for innovation. Their loyalty to brands hinges on shared values, but their trust in traditional institutions erodes. They demand inclusivity and mental health support yet remain proactive in learning skills on their own.

Confusing, I know. I have two Gen Z daughters at home, and every day is full of contradictions.

These insights reveal not just challenges but also opportunities for differentiation. By bridging the gap between institutional reform and personal empowerment, brands can resonate deeply with this engaged and vocal demographic.

The stakes are high, but so are the rewards: a loyal, informed audience ready to champion brands that align with their ideals. Below is a summary of data points and insights about Gen Z in 2020 from Pew Research, eMarketer, and Morning Consult.

Workplace & Career

Gen Z’s career behavior in 2020 highlighted some eyebrow-raising trends—and as the parent of two Gen Z daughters, I’ve seen a few trends myself (but that’s a story for another day). Fairness and inclusion weren’t just buzzwords; they were dealmakers and breakers.

Twenty-five percent avoided college applications due to discrimination fears, while 32% dodged certain job opportunities to avoid being singled out. Seems like they’re allergic to drama and exclusion—a trait worth admiring.

Here’s where things get even more intriguing. 90% wanted recruiters to ask about gender pronouns. This is not a typo. Gen Z is out here, schooling brands, other generations, and essentially the world on inclusivity. Companies take note—this isn’t a trend; it’s a wake-up call.

Now, let’s talk about work-life balance if such a thing exists. While 36% of Gen Z considered a poor balance a dealbreaker, nearly half (47%) left their previous jobs within a year. What’s going on here? Maybe they’re looking for more than ping-pong tables and free snacks—though, let’s be honest, who doesn’t love free snacks?

Meanwhile, this generation isn’t waiting for anyone to hand them a golden ticket, like some generations we won’t mention right now. A whopping 93% took it upon themselves to develop new skills. Talk about a go-getter attitude! For brands to break through, aligning with this self-improvement drive is a survival strategy. After all, who wouldn’t want employees this motivated?

Supporting Data Points:

  • 25% of Gen Z avoided college applications due to discrimination concerns.
  • 32% skipped job applications to avoid being singled out.
  • 36% considered poor work-life balance a dealbreaker.
  • 93% pursued skill development independently.
  • 85% valued employers who supported voting.

The importance of social impact and civic engagement was another critical factor. Nearly a third declined roles at companies with negative social consequences, and 85% valued employers who supported voting.

Additionally, 99% stressed the need for learning new skills. This shift toward adaptability became a priority, almost over night. Businesses that address these priorities can better resonate with Gen Z’s expectations and values.

Technology, News, and Media Consumption

Gen Z’s media consumption habits in 2020 showed a blend of deep engagement and growing skepticism. Video streaming and social media ruled their routines, with 97% streaming content weekly and 95% regularly on social platforms. But here’s where it gets interesting: their trust in institutions like news media and the justice system dropped significantly by 13 and 14 points, respectively.

Trust issues, much?

Their approach to news consumption adds another layer. Seventy-four percent read news daily through social platforms like X, YouTube and TikTok, surpassing older millennials. Despite this high activity, their diminishing trust suggests a call for more transparency and authenticity. Platforms that crack this code could strengthen their role as credible news sources and potentially grow their readership.

Social media also managed to be both a lifeline and a source of doubt—a paradox that perfectly sums up the Gen Z vibe. I’m having flashbacks from this past weekend. Yikes.

These platforms are central to their daily lives, yet their skepticism toward traditional narratives hints at a hunger for alternative storytelling. Brands and media outlets should see this as a challenge to innovate and build trust through straightforward, relatable communication.

Supporting Data Points:

  • 97% streamed video content weekly.
  • 95% regularly used social media platforms.
  • Trust in news media dropped by 13 points.
  • Trust in the justice system fell by 14 points.
  • 74% accessed news daily through social platforms.

Politics & Society

Gen Z’s political slant in 2020 revealed a generation walking the tightrope between hope and frustration. On one hand, 70% wanted the government to step up and do more to solve pressing societal issues. On the other hand, trust in law enforcement hit a low, with confidence plummeting to 44%. That’s a 24-point drop from the previous year. It’s a tough crowd for companies or institutions that can’t deliver, and I don’t see it getting any better anytime soon.

Support for same-sex marriage reached 48%, reflecting their progressive stance on social equity and inclusion. It’s like Gen Z is saying, “We’re here for equality, but show us the receipts.” Yes, show the receipts becasue Gen is keeping track on which brands are stepping up and which ones are playing games. These attitudes underscore their growing demand for transparency and reform, especially from organizations and company leadership.

For this audience, it’s about accountability. They want, well, demand, actionable results, not empty promises. This means it’s time for brands to stop talking and start proving. Deliver on real commitments, and you’ll gain the trust of a generation that isn’t afraid to hold your feet to the fire.

Supporting Data Points:

  • 70% believed the government should do more to address societal issues.
  • Trust in law enforcement fell to 44%, a 24-point drop.
  • 48% supported same-sex marriage.

Cultural Values

In 2020, cultural values emphasized Gen Z’s focus on mental health and social equity. Over half faced discrimination at school based on race, gender identity, or sexual orientation. Also, 75% of Gen Z workers reported leaving jobs due to mental health struggles. The message is clear: companies, HR teams, and leadership all need to evolve or risk losing this talent pool to your competitors.

Gen Z’s take on corporate responsibility also breaks the mold. This generation doesn’t just expect companies to stand for something. They demand real action on systemic issues and expect brands to be vocal about them.

Lip service won’t cut it, and the ones that try will called out. They want brands to take meaningful stances and align with causes that genuinely resonate. It’s as if Gen Z is saying, “Nice tagline, but where’s the follow-through?”

The emphasis on mental health and advocacy redefined workplace and cultural expectations. Organizations that ignore these priorities risk becoming irrelevant to a socially conscious, vocal demographic. The smart move? Show up authentically and back up values with action. The reward? Trust, loyalty, and a workforce ready to engage, innovate and win.

Supporting Data Points:

  • Over 50% experienced discrimination at school based on race, gender identity, or sexual orientation.
  • 75% left jobs due to mental health challenges.
  • Most expected companies to address systemic issues and take political stances.

Brand Preferences & Loyalty

Gen Z’s brand loyalty in 2020 revolved around a simple yet powerful idea–authentic connections. Yes, authenticity matters. Thirty-one percent stuck with brands that supported causes they believed in—a clear message that values alignment can drive revenue.

But let’s not forget their tech-savvy nature. Sixty-two percent trusted brands with strong online reviews, while their favorite influencers swayed 56%. Turns out, the modern “word of mouth” is just a tweet or reel away.

These trends underscore how transparency and credibility can make or break brand interactions. It’s not enough to slap a rainbow logo on a product or throw out a catchy hashtag. Gen Z wants substance.

Influencer partnerships, for instance, aren’t just about reach, impressions, or audience size. Yes, these metrics matter, but Gen Z is all about trust. The influencers they follow feel like friends, not salespeople, which is why their endorsements carry so much weight.

For brands, the strategy is simple: keep it real. Show up authentically, follow through on promises, and avoid surface-level engagement. Do that, and Gen Z might just reward you with a loyalty that’s hard to come by. In marketing, we call that “Customer Lifetime Value”.

Supporting Data Points:

  • 31% remained loyal to brands supporting causes they believed in.
  • 62% trusted brands with strong online reviews.
  • 56% responded to endorsements from favorite influencers.

Advocacy & Social Causes

Gen Z in 2020 leaned heavily into advocacy, making social justice their top priority. It even surpassed climate change, which surprised me. This shift, likely fueled by the societal upheavals following the death of George Floyd, demonstrated their readiness to challenge systemic inequality. More than half viewed social justice positively, putting them ahead of older generations in their enthusiasm for activism.

Their passion for action-oriented causes wasn’t just a passing trend, though. It signaled a “call to action” and demand for accountability from all generations. For Gen Z, advocacy isn’t a hobby or something to do on the weekend. It’s a core part of who they are and what they value. They’re looking for companies that don’t just talk the talk but actively walk the walk.

For organizations, the message is clear: show, don’t tell. Whether through transparent practices or tangible contributions to societal causes, aligning with Gen Z’s expectations means making a visible, impactful commitment. It’s not necessarily about perfection but showing progress in the areas they care about most.

Supporting Data Points:

  • Social justice became the top priority, overtaking climate change.
  • More than 50% viewed social justice positively.
  • Gen Z outpaced older generations in enthusiasm for activism.

Final Thoughts About Gen Z in 2020

Gen Z’s outlook in 2020 revealed a generation full of contradictions but in the best possible way. Diving into this data also gave me a deeper understanding of my two Gen Z daughters, which, I must say, has made home life much smoother—a win for everyone involved!

Their skepticism toward traditional institutions coexisted with a deep belief in reform and progress. This blend created a golden opportunity for brands willing to step up and position themselves as true agents of change.

What’s even more fascinating is how Gen Z balances their desire for connection with an unwavering insistence on independence. They actively build skills on their while simultaneously pushing for systemic change. This paradox offers brands a unique challenge to support personal growth while championing societal reform. Get this balance right, and you’ll gain their loyalty.

Even their love-hate relationship with social media—a tool for activism and doubt—points to a need for messaging that’s as transparent as it is impactful. Gen Z doesn’t have time for fluff; they want clear, relatable communication that speaks to their values.

Blind spots like mental health prioritization and genuine inclusivity are more than just opportunities; they’re mandates. Companies that directly address these needs can break through the noise and carve out a meaningful connection with this discerning generation. The takeaway?

Gen Z isn’t asking for the world. In fact, they are asking for very little. They just want authentic action that proves a commitment to building a better future. And that is good for all of us. Embrace their contradictions, and you just might find yourself leading the charge toward a more equitable and empowered tomorrow.

Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.