52% of Gen Z’ers in the U.S. feel pessimistic about improving social and political issues in their country.
New research from Toluna, a consumer research organization, has revealed the top concerns of ‘Generation Z’ in the U.S. today. According to Toluna, the statistics provide insight into the minds of the younger generation and their opinions on key issues such as gun control, the rights of the LGBTQIA+ community, and gender equality.
Toluna asked 1,041 ‘Generation Z’ adults, who are those aged between 18 and 25 about their societal and political concerns, shopping preferences, and social media habits.
Key Concerns
- 79% were worried about workplace equality, with 26% very concerned and 24% extremely concerned
- 75% of respondents were concerned about gun control, with 27% extremely concerned and 21% very concerned
- 75% of respondents said they were concerned about race relations, with over a quarter (26%) extremely concerned
- 88% of respondents were concerned about inflation, with 37% extremely concerned
- 63% of Generation Z respondents said they were worried about LGBTIQA+ rights, with nearly a quarter (24%) extremely concerned and 17% very concerned
- 60% were worried about student loans and their repayment; with 20% very concerned and 17% of respondents extremely concerned.
- 80% of those surveyed said that they were worried about climate change, with a third (30%) extremely worried and
- 24% very worried
- 78% of respondents were concerned about finding an appropriate career path, with 28% extremely concerned and 24% very concerned
And, in a nod to the sentiment around current key challenges facing America, over half (52%) of Generation Z feel pessimistic about improving social and political issues in the U.S.
When asked who/what helped to shape who they were, at least half of respondents cited family, friends, and life experiences:
- 55% of Gen Z’er respondents said family shaped who they were
- 54% of those asked said it was life experiences that made them the person they are today
- Half of respondents (50%) said friends influence who they were
- 44% said it was their morals that influenced their personality and character
- 42% of those surveyed highlighted their education as the key driver in shaping who they were
- 37% of those questioned said the biggest influence on shaping who they were was the place where they were born / came from
Impact of Social Media
Social media plays a key part in the life of the average Gen Z. With 86% of Generation Z owning a mobile phone and 64% owning a laptop or computer, it should come as no surprise that they’re frequently on social media. Nearly eight in ten Gen Z’ers spend over two or more hours per day on social media.
- 40% of Gen Z respondents said they use social media for four hours or more during a typical day.
- 18% of respondents said that they spend three hours per day on social media platforms
- 21% spend two hours per day on social media.
Instagram is the most popular platform among Gen Z’ers, followed by Snapchat and Facebook.
When asked what social media platform they had used in the last week:
- 72% of respondents had used Instagram
- 60% had used Snapchat
- 59% had used Facebook
- 58% had used TikTok
- 40% had used Twitter
And streaming video content is a way of life for America’s Generation Z
- 64% of those surveyed had used YouTube to stream video content in the past day
- Nearly half of respondents (46%) had used Netflix in the past day
- 28% of American Gen Z’ers had used Hulu in the past day
- 25% had used Disney+ in the past day
- 20% had used HBO Max in the past day
Brand Choices
Social media is a key influence in Generation Z choosing new brands and they value social responsibility, diversity and listening to consumers. Social media is the main way Generation Z finds out about new brands (58%), followed by friends or family (45%) and internet searches (39%)
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- Gen Z’ers find the following important when choosing a new brand:
- 91% listening to customer feedback
- 89% compensating employees fairly
- 89% making socially responsible decisions
- 89% using sustainable materials
- 87% promoting diversity
- 84% support for charities
- 79% support for Ukraine
- Gen Z’ers find the following important when choosing a new brand:
Gen Z’s preferred method to interact with brands include:
- 21% of respondents said they preferred to receive text messages from brands
- 20% of those surveyed also said email was their preferred choice of communication
- 19% said they preferred to be communicated with via social media channels
“Our insights on Generation Z in America signal a loud and clear message: this generation is notably burdened by societal and political issues that are hugely topical, and divisive, across modern-day America,” said Dan Enson, vice president of research solutions for Toluna. “From gun control to what career path they’re going to follow, Gen Z’ers feel concerned. Despite their uncertainty around such issues, when it comes to brand choice, their values and preferences are transparent. If brands want to tap into the Gen Z market or attract more Generation Z consumers to their service or product, they must listen to what they want, what they need, meet Generation Z where they’re at, and prioritize what matters—from social responsibility to responding to customer feedback and being more diverse, in a meaningful, proactive way.
About Toluna
Toluna delivers real-time consumer insights at the speed of the on-demand economy. With a commitment to leading by technology innovation, Toluna revolutionizes market research and empowers clients with the agility to instantly conduct quantitative and qualitative research. By combining global scale and local expertise with innovative digital solutions and award-winning research design, Toluna helps clients explore tomorrow, now.
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