Gen Zs in a snapshot: Here's all you need to know about this wave of consumers

Gen Zs want brands to show the human side behind them and not take themselves too seriously. Showing and emphasising the humans that are behind a brand makes it a lot easier to create a community that’s more organic and engaged. This is especially since Gen Zs doesn’t want to engage with a brand that’s a brand – they want to engage with the people behind it and feel like they can see what’s behind it.

Gen Zs also want to support brands that show social responsibility, making engaging in social and environmental causes that matter to Gen Z and showing what they’re doing behind the scenes to stand for what they believe in key. This is according to a new report titled "2024/25 Generational Snapshot of Gen Z” by consultancy and consumer insights company Canvas8.

The report revealed significant insights into the experiences, priorities and attitudes of Gen Zs. It also highlighted the varied landscapes of Gen Z's lives, focusing on nostalgia, wellness, career aspirations and political engagement, as well as cultural and behavioural trends of the generation. 

Don't miss: Why many marketers are missing out on the Gen Z and Gen Alpha crowd

“The 2024/25 Generational Snapshot of Gen Z provides vital insights into a cohort that is often misunderstood,” said Nick Morris, UK-based founder and managing director of Canvas8. “As they confront unprecedented challenges, it’s clear that their needs, aspirations, and approaches to life are nuanced and deserving of attention," added Morris.

The key events shaping Gen Zs

According to the report, there have been five key events that shaped the Gen Z generation. Of which they are the Great Recession in 2008, Donald Trump's presidency in 2016, the Covid-19 pandemic in 2020, the persistent inflation from 2022 to 2023 and most recently, Charli XCX's Brat album release in 2024. 

These events have shaped the generation and their attitudes and beliefs. For example, the recession placed a stronghold on the economy, resulting in a generation that has become more practical when assessing their futures, opting for careers that provide both money and meaning. That said, while Gen Zs are financially minded, the overhang of the Great Recession and the effects of the pandemic-related slump have undoubtedly influenced their consumer behaviour, said the report. 

At the same time, the COVID-19 pandemic saw Gen Zs as one of the most deeply affected generations. This is especially since Gen Zs were either at school or preparing to enter the working world at the time. With travel options limited, many spent much of the pandemic at their parents' homes, unable to meet school friends or work colleagues. In addition, crucial exams were disrupted and prospects for funding long-awaited independence dwindled, said the report. As such, Gen Z's experiences with lockdowns and crisis-hit healthcare systems have largely shaped their attitudes towards institutions. 

As a result of the persistent inflation, Gen Z is hunkering down on money, with the cost-of-living crisis becoming the norm.

On one hand, budget options such as dollar store products and luxury dupes have become go-tos for Gen Zs looking to splurge cautiously. On the other, many are resigned to the fact that their savings alone can’t afford big-ticket purchases but are still invested in improving their financial literacy and prioritising smarter money decisions moving forward. 

Finally, the BRAT album served as a philosophy that encouraged listeners to accept their imperfections while embracing the chaos – a message that resonated deeply with Gen Zs. The record led to an explosion of memes, BRAT-coded aesthetics, and even the political endorsement of US Presidential candidate Kamala Harris. 

What this means for brands

With these key events shaping Gen Zs, Gen Zs have started looking for new political outlooks and role models after feeling let down by conventional institutions. Institutional trust has collapsed, and powerful anti-establishment voices have stepped in to fill the void. Social media has taken over the role of informing Gen Zs of the political world, however misinformation remains a threat, according to the report. 

In addition, Gen Zs are adopting anti-work orientations in response to disillusionment with traditional career structures and a desire to pursue greater meaning and purpose in life. While Gen Ys rallied around calls to ‘lean in’, ‘hustle’, and be ‘girlbosses’, Gen Zs are embracing trends that promote greater mental wellbeing, such as ’lazy girl jobs’, ‘quiet quitting’, and ‘coffee badging’. 

Some are also becoming more frugal and promoting underconsumption to allow themselves the financial flexibility to take sabbaticals or mini retirements to focus on passion projects.

In fact, 69% of Asian Gen Zs think the uncertainty of their future is detrimental to their mental health, while 40% are more likely to be stressed about money as compared to previous generations. Racked with helplessness amid geopolitical conflict, young people need anchors – both to turn to for guidance and to latch on to as they head towards the unknown.

Despite this search for uniqueness, 62% of Gen Z are more interested in purchasing items or services that give them a feeling of community. Brands now have the opportunity to uphold Gen Z’s unique identities while providing them with a space to draw inspiration from others – whether it’s their fellow changemakers or those who have paved the way for their success.

Interestingly, the report also found that Gen Zs are exhausted from being chronically online and are turning to tangible products and experiences to feel more grounded. As such, Gen Zs are driving a retail boom for analogue products and moving their hobbies and love lives into in real life spaces. While traditional social platforms still have a role to play as online third spaces that facilitate in real life connections or in the growth of niche interest-based communities, Gen Zs are increasingly looking for fulfilment and joy outside of the digital sphere.

Finally, with Gen Zs making wellness a commitment. These factors are wide-ranging, spanning the various ways Gen Z eats, drinks, socialises, and sleeps. In fact, a Friday night for Gen Zs would likely be a cosy night in gaming on the couch than a night out, said the report. In 2023, the ‘little treat’ culture took over TikTok as people turned to small, affordable pleasures to find joy despite financial pressures and global stressors.

Meanwhile, in 2024, the trend expanded into other aspects of life beyond eating and drinking. The report added that Gen Zers are looking for ways to achieve wellness in their daily lives and are less interested in the Goop-style wellness fads that defined the sector for Gen Ys. Instead, they are investing in ways to make their everyday lives a little bit better – from earplugs that reduce auditory overload to simple, ingredient-focused skincare routines and the occasional grocery splurge.

This is a growing observation from 2023 where a recent study by trend forecasting company WGSN found that the five pillars that drive Gen Z behaviours include ‘self-definition’, ‘intentional wellness’, ‘pan-Asian creativity’, ‘Work 3.0’ - where Gen Z are pushing back against typical 9-5s and prioritising themselves and lastly, ‘consumption and money’ – where finances play a crucial to their overall health and wellness. Additionally, environmental consciousness is also at the forefront of their purchasing decisions.

“The underlying driver for Gen Z behaviour in the APAC region is self-empowerment. From new career aspirations to wellness as a status symbol, Gen Z consumers across the region are fundamentally changing the way they live, work and consume, with new implications for brands. From a creative standpoint, a slew of emerging local and regional creative collectives is reconceptualising cultural relics to take neo-Asian kitsch mainstream,” said Alison Ho, analyst of Insight at WGSN.

Related articles:   
Study: 42% of Taylor Swift fans in SG are Gen Z 
Study: Asia Pacific the world's largest gaming market with significant portion of Gen Alpha and Gen Z users  
Gen Z's impact on luxury branding: How brands can appeal to the new gen of luxury shoppers