Despite valuing work-life balance, 83% of Gen Z adults still check emails after hours, a figure unchanged from Gen Z in 2021.

Gen Z in 2022 revealed openings for brands to connect in fresh, meaningful ways. Their choices often blend values with habits, leaving gaps for bold moves. This generation thrives on authenticity but demands creativity in delivery. Brands that understand their contradictions can stand out.

While Gen Z still values sustainability and action, it also craves connection through immersive experiences. AR and interactive shopping offer a way to merge these desires. Entertainment habits are shifting, with streaming becoming dominant yet interactive tools growing fast. In this space, opportunities arise to create hybrid experiences that engage and entertain.

Tensions also exist in their work-life values. They want balance but remain tethered to digital tools after hours. This opens space for brands to support healthier digital habits while aligning with their career goals. Social activism—a core priority—demands action, not slogans. Brands that actively back causes and offer transparency win trust. And trust equals revenue.

Gen Z’s media preferences also reveal a divide. They reject traditional formats but respect credible voices. Brands with clear, relatable messaging that aligns with their values can fill this gap.

Let’s jump into the data from Deloitte, EY, Ogilvy, and Morning Consult revealed their behaviors in 2022 and how they’ve changed since 2021.

Advocacy Takes Center Stage

Gen Z amplified their voice in 2022. Seventy percent engaged in social or political causes, a leap from 2021’s 60% participation in living wage legislation. Advocacy wasn’t limited to protests. One in three Gen Zers created social media content for activism, blending digital fluency with social commitment. A sharp rise to 51% in protest participation (up from 33% in 2021) shows their passion for change.

Supporting Data Points:

  • 70% engaged in social or political causes.
  • 51% participated in protests or rallies.
  • 69% preferred brands aligned with sustainability.
  • 70% expected brands to take a stand on societal issues.

Gen Z’s relationship with digital platforms evolved. While TikTok retained its dominance with 59% daily users (up from 60% in 2021), new Gen Z trends emerged. YouTube became a daily staple for 75%, blending entertainment with education.

This year highlighted a paradox. While Gen Z streaming preferences are growing, augmented reality (AR) has gained traction. Ninety-two percent showed interest in AR shopping experiences. These immersive tools reveal how Gen Z blends entertainment with function, reimagining shopping as more than a transaction.

Supporting Data Points:

  • 59% used TikTok daily.
  • 75% used YouTube daily.
  • 92% expressed interest in AR shopping.
  • 46% of teens were online constantly.

Work and Purpose

In 2022, Gen Z’s career priorities reflected their values. Seventy-one percent of employees expressed willingness to take a pay cut for meaningful work, showcasing their drive for purpose over profit. Despite valuing work-life balance, 83% still check emails after hours, a figure unchanged from Gen Z in 2021. This contradiction signals an ongoing struggle to align idealism with reality.

The demand for inclusivity grew. Ninety-two percent reported company culture influenced their decision to stay, while 57% preferred in-person work—a surprising shift in a remote-first world.

Supporting Data Points:

  • 71% would take a pay cut for meaningful work.
  • 92% said company culture influenced retention.
  • 83% checked emails after hours.
  • 57% preferred in-person work over remote.

Trust, News, and Media

Gen Z’s skepticism towards traditional media persisted, with only 8% visiting news sites daily. However, they embraced new formats. Half used social media for news, and trust in online platforms climbed to 52%, reflecting their search for immediacy and relatability.

Interestingly, traditional outlets regained some favor. Fifty-nine percent trusted newspapers, suggesting a niche for in-depth reporting. This duality reveals their nuanced approach—distrust broad institutions but value credible voices.

Supporting Data Points:

  • 8% visited news sites daily.
  • 50% used social media for news.
  • 52% trusted online news platforms.
  • 59% trusted newspapers.

The Bigger Picture

Gen Z in 2022 displayed contradictions that point to unique opportunities. While their activism leaned more digital, their connection to in-person work grew. They seek balance but remain tethered to their devices. These tensions show where brands can step in with solutions. Supporting wellness, creating meaningful connections, and balancing authenticity with innovation are untapped areas.

Compared to Gen Z in 2020, their focus has shifted significantly. While 2020 saw them grappling with uncertainty and social unrest, 2022 marked a year of clearer priorities and more direct action. Unexpected trends, like the growing interest in AR shopping and trust in credible newspapers, challenge assumptions about their habits. These signals suggest blending old and new—digital and tangible—can inspire brand loyalty. While brands focus on trending platforms, the subtle rise of niche interests or underserved preferences can create a competitive edge.

Blind spots persist in addressing Gen Z’s push for transparent and actionable change. Many brands still rely on vague messaging instead of real impact, and this generation notices. Companies that embrace bold, clear commitments and invite their audience into the process will lead the way. For brands ready to listen, Gen Z offers more than challenges—it offers a blueprint for the future.